I’ve never used the word “tubular” in my life, but something about this news is making me reconsider my stance on the slang. Just know, if I say it, I’ll be saying it in a cute, modern, tied-with-a-ribbon sort of way—as is to be expected when you’re referencing a new product by Too Faced.

On Friday, March 21, the sweet-smelling, pretty-in-pink beauty brand is launching a brand new mascara. No, its not replacing your darling Better Than Sex. Instead, the brand is exploring new frontiers (ie. lash lengths) with the Ribbon Wrapped Lash Extreme Length Tubing Mascara.

Ahead, find all the info you need on the exciting, length-defying new launch, plus team Byrdie’s honest thoughts.

The Inspiration

In case you didn’t know, the original Better Than Sex is America’s number one best-selling mascara, per the brand. So, for a new lash enhancer to join the Too Faced mascara family (the lineup also includes waterproof, naturally derived, high-intensity, and priming varieties), it had to be good.

“This mascara will enable the us to expand our market share in this critical category while setting an entirely new industry standard in lengthening mascara performance for our customers,” Too Faced’s SVP and Global General Manager, Somer Tejwani, in a statement.

Made for extreme length and separation—in contrast to Better Than Sex’s major volume—Ribbon Wrapped Lash promises to enhance every lash type, from fine and sparse to short and straight.

The Formula

Deep and black, the long-lasting, smudge-proof, clump-proof, and flake-resistant tubing formula was crafted to wrap your lashes and elongate them “to outstretched perfection” with the brand’s Ribbon Wrap Technology. The magic will last up to 24 hours, or until you decide to easily remove your doe eyes with a bit of warm water. (There’s no makeup remover required.)

Then, there’s the brush. The trademarked Lash Extension Brush was designed to ensure each individual lash gets its fair share of formula, so every corner will be visible when you rightfully bat those babies.

The Reviews

Bella Cacciatore, senior news editor

“I don’t always love tubing formulas—they can be a little stiff and spiky—but I’m hooked on Ribbon Wrap. Cute name aside, I love how lightweight this formula looks and feels. It adds the perfect amount of length and volume, without weighing down my little lashes. The brush really grabs and extends each and every lash for a pretty, fanned-out look, and the formula stays in place all day long.”

Star Donaldson, social media director

“It’s been a while since I’ve tried a mascara that actually interested me, but Too Face’s new Ribbon Wrapped Lash Mascara made me and my lashes perk up. It extended my lashes while making them look thicker and fanned out. The formula even helped my lashes hold a curl all day. No flakes, no smudging—Too Faced really knows how to make my lashes pop.”

Holly Rhue, editorial director

“I’ve had a lifelong love affair with Too Faced mascaras; but sometime in 2020, I officially entered my tubing mascara era. Luckily, Ribbon Wrapped lives up to my wildest expectations—it lengthens, defines, and slides off with water at the end of the day (exactly what you want in a tubing mascara). I’ve found that there’s zero flaking throughout the day, and the unique brush makes it easy to really fan out the lashes on the outer edges. It’s also extremely buildable; I’ve gone for a more subtle look here, but it’s easy to layer and build up without significant clumping.”