Launch List: The Best New Makeup Launching in September


Tower28 Beauty MakeWaves Mascara ($20)

When I first opened this mascara, I thought it might not be my cup of tea because I tend to favor the big fluffy brushes that deposit a lot of product on my lashes (and yes, sometimes that means a few clumps). But, they say don’t judge a book by its cover, and whoever they are, they’re right.

Though I need many coats to get my blonde lashes where I want them, I get lift, length, curl, serious separation and definition from the “Triple-Wave,” multi-tiered brush, and the formula doesn’t flake, clump or irritate my eyes. The “easy wash-off technology” is a huge win too. It comes off in the shower with just water, and I don’t have raccoon eyes when I get out—maybe just a little clean-up around my lash line, but it’s really a big bonus considering this isn’t a tubing mascara.

Celebrity makeup artist Katie Jane Hughes is a fan, too: “What I love about MakeWaves is how it takes my lashes from zero to 60 in seconds, which is honestly so unexpected for a clean mascara! It’s a regular in my daily routine, whether I just need a little ‘something’ during the day, or full glam at night.” 





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