Too Faced, the playful yet performance-driven makeup brand, is expanding its iconic mascara lineup with the launch of the Ribbon Wrapped Lash Extreme Length Tubing Mascara in July 2025. This new release marks a bold step into innovative territory, as the brand embraces tubing technology to deliver extreme lash length, definition, and wearability.
At the heart of the product is Ribbon Wrap™ Technology, a breakthrough formula that wraps each lash in a 360-degree flexible polymer tube for dramatic elongation, lift, and curl. Unlike traditional mascaras that paint or coat lashes, tubing mascaras form tiny tubes around each lash, making them longer-lasting, smudge-proof, and incredibly easy to remove—just warm water does the trick.
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The mascara also features a specially designed Lash Extension™ Brush, which ensures precision coating from root to tip—even on short, sparse, or hard-to-reach lashes. The formula promises 24-hour wear without smudging, clumping, or flaking, making it ideal for all-day glam or long workdays.
“With Ribbon Wrapped Lash, we’re not just launching another mascara—we’re setting a new industry standard,” says Somer Tejwani, SVP and Global General Manager, Too Faced. “This innovation allows us to further establish Too Faced as a leader in the mascara category and meet the growing demand for high-performance, effortless beauty.”
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The product will retail for INR 2,650 and will be available both online and offline through major beauty retailers including Nykaa, Tira, and Sephora. Key features include extreme length, enhanced lash separation, and a clump-free, flake-resistant finish. The mascara suits all lash types—from straight and short to fine and sparse—offering instant drama with clean results.
With Ribbon Wrapped Lash, Too Faced is not only expanding its mascara portfolio but also delivering on its promise of innovative, cruelty-free makeup that empowers users to express themselves with confidence and ease.
For beauty lovers seeking next-level lashes without the hassle, this launch may just become the newest holy grail in their routine.
