There are rumours Rihanna will add a skincare line to her Fenty Beauty range – but until then, we’ll have to be happy with her latest launch for 2020, an eyelash-popping mascara.

Designed to deliver Rihanna’s full lash look, the Full Frontal Volume, Lift & Curl Mascara’s long wear, water-resistant formula has been life tested by Rihanna to stand up to smudging, sweat and tears and is the very first mascara in its range.

The mascara’s do-it-all formula adds volume, length, lift and curl to lashes and it features a flat-to-fat brush, paired with a lightweight, ultra-black formula.

The fat side holds maximum product to quickly load and lift lashes, while the flat side defines and curls.

“I like to get every single little lash to expose them all,” Rihanna said.

“I wanted to make sure this mascara lets you do that.

“You get volume, lift, and curl all with one product and this amazing brush.”

Rihanna said she initially created Fenty Beauty “so that people everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones.

The mascara launches January 16 in Sephora, as well as online at and

Fenty Beauty by Rihanna is cruelty-free and part of the Kendo brands portfolio, based in San Francisco and distributed in 34 countries worldwide.

Other Kendo brands include Kat Von D Beauty, Marc Jacobs Beauty, Ole Henriksen and Bite Beauty.

Fenty Beauty Full Frontal Volume, Lift & Curl Mascara.

How To:

Use the fat side to load and lift, wiggling at the base of the lashes to build volume. Use the flat side to comb through and define, curl, and separate. Use the pointed tip to coat the hardest-to-reach lashes in the inner corners. Layer as desired. 

Artistry Pro Tips:

For max volume, make sure the fat side of the brush is fully loaded. Layer until desired effect is reached. For max curl, use the flat side of the brush to push up lashes while coating them from root to ends. For max length, use the pointed tip of the brush and apply vertically, focusing on lash ends. 

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