It comes in a palette, you use water to activate it, and you swirl a brush into it to pick up the product. No tubes here. Say what! Cake Mascara, What Is It?
Mascara is a makeup product that every cosmetics company is trying to perfect. It is the number one best seller in the world of cosmetics which is why new and improved formulas keep popping up. Mascara Icons like, L’Oréal Voluminous, Diorshow (which both just won Glamour Beauty Awards!), Lancôme Definicils, Maybelline Great Lash, Benefit Roller Lash, Too Faced Better Than Sex…(we could go on and on) are classic and tried and true but when a new kid on the block comes along and has everyone freaking out, you have to take note. Take, for example, Bésame Cosmetics Cake Mascara, $25, which has been setting social media on fire over the last 48 hours. It only just went on sale at Sephora and it’s already sold out.
So, are you ready for your mind to be blown? The best new mascara features one huge difference to all its mainstream counterparts: It looks like nothing you’ve ever seen (or used) before. It comes in a palette, you use water to activate it, and you swirl a brush into it to pick up the product. No tubes here. Say what?
But let’s back up a bit, because cake mascara is actually nothing new. In fact, it’s been around since the 1900s (brands like Maybelline and Rimmel both had formulas) but have since been extinct due to the rise and ease of modern mascara tube packaging. So why should you consider this now?
Well, for one, bacteria. The open-air formula makes it easy to keep clean and means no more having to dip a wand in and out of a tube of germs and old product buildup. Secondly, it’s multifunctional. In addition to coating your lashes with it, you can use it as eyeliner or to fill in your brows. And lastly, it’s buildable. Whereas certain mascaras clump easily, cake formulas don’t because you can clean your brush off after each application, making it nearly impossible for flakes to occur.