Meet Charcoal Grey: The Mascara Shade Your Routine Has Been Missing

Mary Bilbao
2025-09-04T16:26:45-07:00

Since its launch, Liquid Lash™ Extensions Tubing Mascara has been a cult favorite among the beauty community, with the award-winning formula gathering over 40,000 5-Star reviews. We knew we had something special with this mascara, and our community did too. The love it receives continues to drive our innovation, and as we explored new ways we could get Liquid Lash™ Extensions into more hands, we saw an area of opportunity and decided to go for it: that's where charcoal comes in.

One of our greatest resources when it comes to developing products is our community. They give us real-time insights into the makeup world, sharing likes, dislikes, wants, and absolute must-haves. It was this community that inspired our new shade, submitting countless requests for more natural colored alternatives beyond just black and brown, all we had to do was listen.

Introducing Whitney, Our New Grey Mascara Shade

We are thrilled to introduce the newest shade of our Liquid Lash™ Extensions Mascara, Whitney (Charcoal Grey). A soft twist on our cult classic, this modern new neutral is the future of mascara. Softer than black, cooler than brown, and impossible to find anywhere else. We searched high and low, trying to find a shade like this on the market that delivered the same performance as our beloved tubing mascara, and simply couldn’t find one. So, we decided to create it.

But Why Charcoal Mascara?

It’s simple, really. We wanted to create a shade that strikes the perfect balance between statement and simplicity, so we did just that. Many of our customers, including those with lighter lashes or those transitioning to grey hair, told us that black can feel a little too bold, while brown often leans too warm. Charcoal grey fills that gap. Offering the same length, lift, and smudge-proof performance, but with a softer edge, allowing you to add effortless definition without overpowering.

As beauty trends shift and minimal, “no-makeup makeup” routines continue to take over, there’s a growing desire for products that feel effortless yet elevated. This cool-toned grey is just that, subtle enough for an everyday eye look, yet still pairs perfectly with statement-worthy glam. It’s a shade that truly adapts to you and your makeup routine. Whether your lashes are naturally dark or light, full or sparse, charcoal grey delivers universally flattering dimension, enhancing the natural vibrancy of your eye color and making the whites appear brighter and more awake. It’s a shade that feels modern yet approachable, giving you the freedom to experiment with something a little different than your everyday.

The Charcoal Grey Tubing Mascara You’ve Been Waiting For

Whitney (Charcoal Grey) isn’t just another shade, it’s a statement of thoughtful innovation, a product born from listening to and learning from YOU, our community. Created for those who want a mascara that works alongside their natural beauty, rather than against it. For those who wanted something completely unique, a mascara that feels like it was made for them, because after all, it was.

We hope you love this new shade as much as we do! <3