IT Cosmetics and Drybar teamed up on a product designed to make your lashes feel like they showed up at a Drybar appointment, sat down with a glass of Champagne, and had someone blow them out until they were ready for a night on the town
Photo: Courtesy of the Retailer Remember when everyone realized that your scalp is still technically skin even though it lives on top of your head and not your face? It probably deserves some skin care, too.
JKL: I love Drybar products. For our mascara, we wanted it to get that crazy volume and lift and convey that whole effect and feeling of a blowout. The biggest question we’re asked from our customers is, “How do I get more volume in my lashes,” so I felt like partnering with Alli and having Drybar technology in the formula could be really good.
AW: There was nothing easy about it. We were just talking about how many iterations we went through and it was over 50. Obviously, Jamie has already come out with so many great mascaras so it was about topping that and infusing what we’re doing to get huge, blowout lashes, and that was a tall order. It took a long time to get there. As a matter of fact, Jamie and I sat down for lunch a couple months ago and I think she could just sense that I wasn’t loving anything.
JKL: It was a gift, you know what I’m saying? Because the worst thing she could do was say that she’s onboard with something that’s not as right for her.
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