Anastasia Beverly Hills’ Halloween trick or treat comes in the form of a new category.
The billion-dollar beauty brand announced today that it is launching false eyelashes — its first time officially playing in the lash space. Priced at $12, the lashes come in six styles: Eleganza, Gorgina, So Hollywood, Domina, Dreamy and Fashion. Each pair is vegan and can be worn up to 20 times either individually or stacked for a thicker effect.
False lashes have been having a moment. WWD previously reported that sales of false lashes were experiencing growth in the mass market. In October 2018, false lashes had reached nearly $270 million in sales.
Anastasia Beverly Hills’ false lashes are available starting today on the brand’s web site and sephora.com. The launch comes just in time for Halloween and just a few days after brand founder Anastasia Soare threw her annual Halloween party. Beauty influencers such as Patrick Starrr and Diana Madison attended the weekend fete.
See pictures from Soare’s Halloween party below.
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