It’s been just over two years since Fenty Beauty hit the market, but Rihanna’s complexion-focused makeup line hasn’t offered a mascara – until now. The Fenty Beauty Full Frontal Volume, Lift & Curl Mascara ($32), available today, comes in one shade, a true black, named “Cuz I’m Black,” which is also the shade name for the brand’s Flyliner liquid eyeliner, and was inspired by one of Riri’s most epic clapbacks.
As implied by its name, the mascara claims to be volumizing, curling and lifting, thanks to an exclusive “fat to flat” brush. According to the press release, the “fat” side of the product holds the formula while the “flat” side adds definition and curl. The brand recommends using the “fat” side of the brush to layer and add volume, and the “flat” side to push up lashes. For length, they tell you to hold the wand vertically and focus on applying the formula to the tips of your eyelashes.
“I like to get every single little lash to expose them all,” said Rihanna in the press release. “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.”
Four ELLE Canada editors tested out the Fenty Beauty mascara. Read their reviews below.
Elaine Jyll Regio, Fashion & Market Editor
“As someone who has used the same mascara for the past decade (Maybelline Colossal Waterproof Mascara), I’m always really curious to see how new formulations perform on me. I’m Asian, so my eyelashes are pin straight and the only thing I’ve found that keeps them voluminous and curled are waterproof formulas. Fenty Beauty Full Frontal Mascara isn’t waterproof, but I was pleasantly surprised with the outcome. Sure, it didn’t hold the more aggressive swoop I usually wear, but the relaxed eyelash look grew on me. Loved the flat-to-fat brush too.”
Christina Tourloukis, Editorial Assistant
“I had pretty high expectations for this mascara, mainly due to the fact that Rihanna can literally do no wrong in my book – but also because I really like most of the Fenty Beauty line. The Full Frontal mascara seems well designed but comparing it to my holy grail mascara (Chanel Le Volume) it falls a bit flat; the formula felt dry and it left my lashes clumpier than I would have liked. It’s definitely buildable, which is great, but to get the length and volume I wanted I had to apply more layers than I usually do. I really liked this mascara for my bottom lashes in particular, the flat side of the brush separated the lashes well and made for a super easy (and non-smudgy) application. It’s a nice mascara – not bad at all – but I won’t be making this my new go-to.”
Melissa Perdigao, Beauty Editorial Assistant
“I’m not really a mascara girl. My eyes are on the sensitive side and my eyelashes are already naturally long and dark. When I do wear mascara, I look for something that’s lightweight and doesn’t clump (I swear by Annemarie Borlind Precision & Care). Fenty Full Frontal worked really well for me because it gave me tons of control and was very buildable – it doesn’t scream “drama” right off the bat. I started off using the flat edge of the wand, which did a really good job of separating each lash and fanning out the ends. The curved side of the wand is great for a little boost of volume. If you’re someone who prefers dramatic lashes, you might need a couple of layers to really achieve an intense look. I did find it a teeny bit smudgy, so if your lashes are on the longer side (especially the bottom) proceed with caution.”
Phelisha Cassup, Intern
Fenty Beauty Full Frontal Volume, Lift & Curl Mascara in Cuz I’m Black ($32), available at Sephora.com.
For the latest in fashion, beauty and culture, sign up to receive ELLE's daily newsletter.