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Drugstore mascara is in a lane of its own. While it’s true that drugstore makeup has evolved over the years, becoming more inclusive and innovative, the tubes of mascara found at CVS and Walmart have consistently delivered. But that hasn’t stopped brands like CoverGirl from pushing the envelope. Its latest collection, the Eye Enhancer Wrap Mascara ($13), officially launched today and is quickly taking off in the beauty community.
CoverGirl is no stranger to viral fame. If you’re of a certain age, you probably recall the hysteria Lash Blast caused when it launched. The original chubby orange tube was the center of many YouTube videos and the topic of beauty forums across the internet. As the brand’s first tubing mascara, the Eye Enhancer Wrap Mascara is poised to do the same. On TikTok, fans are sharing a familiar praise while showing off the lash-extension-like results.
Tubing technology has completely changed the mascara category. Instead of coating the lashes with inky pigments prone to clumping and smudging, tubing formulas wrap each lash with washable tubes that add length and volume. However, they’re biggest selling point is longevity. The tubes are designed to last and can easily be removed with little effort.
While this innovation is far from new, CoverGirl’s mascara offers something unique. The tapered brush features tiny combs that glide through and separate lashes, ensuring they’re evenly coated. The formula comes in three bold shades—black, espresso and midnight—and is formulated to be sweat-proof and water-resistant.
Affordability and performance are the pillars that’ve made drugstore mascaras beloved. CoverGirl’s Eye Enhancer Wrap Mascara sticks to that ethos, delivering long and lifted lashes under ten dollars. The full collection is now available at CoverGirl.com, Target and other mass-market and drugstore retailers nationwide for $13. Fans can also snag a tube in their favorite color on the TikTok shop.
Shop CoverGirl’s New Tubing Mascara
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