# Celebrity Beauty Brand Mascaras Kylie Cosmetics is Launching KYLASH Volume Mascara in April By Katherine Pendrill | Published 2023-03-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/kylash-volume-mascara References: [hypebae](https://hypebae.com/2023/3/kylie-jenner-cosmetics-kylash-mascara-makeup-release-info) & [instagram](https://www.instagram.com/p/CqIYjfPruZ1/) [Kylie Cosmetics](https://www.trendhunter.com/trends/cosmic-20) has long been known for its lip kits, but now the brand is branching out into new beauty territory with its first-ever mascara called KYLASH Volume Mascara. In a recent [Instagram](https://www.trendhunter.com/trends/maybelline-new-york) post from Kylie Jenner herself, the celebrity beauty mogul announced that KYLASH Volume Mascara would be coming on April 6, 2023. The new Kylie Cosmetics KYLASH Volume Mascara is designed to [lift and define the lashes](https://www.trendhunter.com/trends/pupa-milano) to give the wearer both length and volume. The product comes in a baby pink plastic tube and contains 12ml or 0.4 fl. oz of product, which is actually rather generous compared to many other high-end mascaras on the market. The formula is also vegan, cruelty-free, and safe for sensitive eyes. KYLASH Volume Mascara will officially be available to shop as of April 6th. Image Credit: Kylie Cosmetics, [hypebae](https://hypebae.com/2023/3/kylie-jenner-cosmetics-kylash-mascara-makeup-release-info), [instagram](https://www.instagram.com/p/CqIYjfPruZ1/) ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 68% | Activity: 80% | Freshness: 15% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Celebrity Beauty Brand Expansion:** Kylie Cosmetics branching out into a new beauty territory through the launch of KYLASH Volume Mascara will pave the way for other celebrity beauty brands to expand their product lines. - **Vegan, Cruelty-free Beauty Products:** The release of KYLASH Volume Mascara as a vegan, cruelty-free and safe-for-sensitive-eyes product will encourage other beauty companies to pursue the use of ethically responsible ingredients as well. - **Generous Size Product Packaging:** The generous amount of mascara contained in the striking pink packaging of KYLASH Volume Mascara serves as a potential disruptive innovation in the beauty industry as it challenges the common practice of having smaller-sized, beauty products. ### Who This Affects Most - **Celebrity Beauty Industry:** The move of Kylie Cosmetics to release a new product offering, KYLASH Volume Mascara can inspire other players in the celebrity beauty industry to further innovate and explore new products. - **Cruelty-free Beauty Industry:** The launch of KYLASH Volume Mascara as an all-natural, vegan and cruelty-free product can catalyze other cruelty-free beauty companies to further advocate their mission of using safe products. - **Packaging Industry:** KYLASH Volume Mascara's uniquely designed packaging may inspire other companies in the industry to break from the norm and delivering the right balance for products' size and packaging design. ## Related on Trend Hunter - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Floral Celebrity-Made Fragrances](https://www.trendhunter.com/trends/cosmic-20.md) - [Dramatic Length-Lifting Mascaras](https://www.trendhunter.com/trends/extensionist-mascara.md) - [Socialite-Inspired Toy Dolls](https://www.trendhunter.com/trends/bratz.md) - [Seasonal Eyelash Kits](https://www.trendhunter.com/trends/maybelline-new-york1.md) - [Lash Brand Expansions](https://www.trendhunter.com/trends/lilly-lashes.md) - [Dramatic Luxury Mascaras](https://www.trendhunter.com/trends/luxury-mascara.md) - [Lip Collection Expansions](https://www.trendhunter.com/trends/core-lip-collection.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md)