Ever since a perfumer’s son developed the original formula in the 1830s, mascara has, for many of us, become a won’t-leave-home-without-it-on staple. Today, French fashion and beauty house Givenchy is taking our lashes to a new lengths with its line of high-performing mascaras featuring revolutionary brushes and formulas that are curated according to desired effect.
“Our founder Hubert de Givenchy was a man who broke tradition to create garments that were luxurious and unique,” explains Kristy Noga, Givenchy’s national makeup artist in North America. “Today, Givenchy men and women love to break the rules, cross lines, assert their true personalities. Givenchy Le Makeup strives to reinforce fun and luxury into all of our cosmetic offerings—including our masacaras.”
In fact, with no less than six unique iterations (plus one nourishing, volume-building primer) in its range, Givenchy has positioned itself as a perpetual pioneer in the field of eyelash makeup, creating formulas of hydrating and strengthening ingredients like keratin, rice peptides and vitamin C-rich black rose oil that work to achieve results and provide essential lash care.
If you’ve ever popped a tube of Givenchy, though, you know that the real showstopper could very well be the brush. From spheres to multi-coloured fibres to 90-degree tilt action, these aren’t your ordinary applicators. According Noga, there’s a pointed method to what some purists may see as mascara madness.
“Backstage, Nicholas Degennes, Givenchy Le Makeup’s creative director, used to trim mascara wands to make them easier to handle and gain access to the hard-to-reach lashes in the tear-duct area,” Noga explains. “He dreamt of a spherical brush that offered greater precision and was user friendly—thus, Phenomen’Eyes, with its 360-degree round ball brush that captures and enhances every lash for ultra-definition and curl, was born.”
The next evolution of Phenomen’Eyes, Noir Couture, features three orbs rather than one on its brush to help curl and fan lashes out, giving short lashes an instant boost (Noga calls it “the perfect everyday mascara”), while Givenchy’s latest launch, Noir Interdit, has a futuristic-looking wand that bends to a 90-degree angle to build volume at the root of each lash, as well as staggered bristles that are meant to act like a round brush.
“The staggered comb lifts the lash hair and curls them for beautiful long lashes that aren’t clumpy,” she says, adding that, for a natural look, apply when the brush is straight and, when a more dramatic effect is desired, bend the brush completely to achieve “long and full lashes that will be the envy of the town.”
With so many mascaras to choose from, Noga has some tips to make the process, well, smooth.
“I find it best to assess what type of look you want to achieve and base your mascara choice on that,” she says. “Are you looking for volume? A thicker, creamier formula that gives density, such as Noir Couture Volume, is best. Do you want your lashes to appear longer? Try a lightweight gel formulation that encourages lift and separation, such as Noir Interdit Mascara. I like recommending at least two mascaras to most clients—this way you can customize your own unique lash look based on the event or how you are feeling that day.” —Rachel Johnston
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