Kat Von D’s Vegan Mascara Will Debut Next Month

“I promise you, this long-awaited formula will be your new fave mascara of all time!” – Kat Von D 

Kat Von D’s award-winning tattoo liner is no stranger to makeup enthusiasts around the world, thanks to its trusty high-pigmentation and smudge-resistant formula. If you’ve been waiting for the brand to release a mascara to complement your eye makeup collection, your wait is almost over.


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The beauty brand has announced the launch of its Go Big or Go Home Mascara that’ll be coming to stores on April 19, and our lashes are already anticipating its arrival! The product is already under the social media spotlight thanks to its 100 percent vegan formula that contains a plant-based blend of waxes from olive and sunflower oils to provide the base for extreme volume. Similar to the brand’s most beloved eyeliner, the mascara’s formula is smudge-resistant and long-wearing, though it’s not waterproof.

While Kat Von D Beauty previously offered mascaras in its assortment — the Sin-Full Lash Mascara and the Immortal Lash Mascara — they were both discontinued for years, making the Go Big or Go Home Mascara a major launch for the brand.


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Apart from the exciting announcement of its latest product launch, Kat Von D also revealed Jackie Cruz to be the model of the mascara. Best known for her role as Marisol “Flaca” Gonzales in Orange Is The New Black, Jackie is the first celebrity to act as the face of the brand’s product that isn’t a collaboration. Her character in the popular Netflix series is always seen sporting a signature winged eyeliner with bold mascara which the show’s makeup artists revealed to use Kat Von D’s Tattoo Liner to create, and perhaps this is the reason why Kat might have chosen Jackie to model the product.

As a long-time fan of Kat Von D Beauty, Jackie shared with Hello Giggles that she had predicted a partnership with the beauty brand since the filming of Season 2 of Orange Is the New Black.

“I said, one day, I’m going to get a campaign with Kat Von D Beauty, and they would laugh at me, but I was like, watch. It’s a dream come true because it’s something that I’ve wanted for so long, and doing it with Kat Von D Beauty just seems so right for me just because of who Kat is as a person. Her vibe, her style, her attitude, her inclusion, all that stuff,” said Jackie.

While we’re yet to know the official price for the mascara in Malaysia, the brand shared that it’ll retail at $23 (approximately RM94). Don’t forget to head to Kat Von D Beauty website or Sephora when the product drops on April 19.

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