Gucci Beauty’s ultra-buildable, long-wear mascara launches in the Middle East today, and we have a feeling it’s going to sell out

If you are someone obsessed with Alessandro Michele’s penchant for ripping up rule books (I mean seriously, how can you not be?) then this new beauty launch will have you running for the stores. Following the incredible successful launch of Gucci Beauty’s reimagined vision in 2019, the brand’s Creative Director is back with the launch of a pristine new beauty launch: Gucci Mascara L’Obscur which launches in the Middle East today.

“I designed mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way,” explains Alessandro Michele. “When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way. We called it L’Obscur because this word balances charm and mystery.”

The ultra-buildable mascara pays homage to the Creative Directors eccentric vision and celebrates authentic beauty in a manner that has become emblematic of Alessandro Michele’s Gucci. From the formulation and the unique brush design to the striking campaign based around pesky smudged makeup marks that are often left behind and a fervent sense of rebelliousness that challenges existing ideals, Gucci Mascara L’Obscur places customisation at its core to celebrate those who dare to express and embrace their differences.

Here is everything we know about Gucci Mascara L’Obscur so far:

– As of now, the only colour available is an intense pure black.

– The ultra-creamy long-wearing formula is near impossible to smudge, flake, feather or migrate once dry and offers 12-hour lasting power.

– The brush has been designed for application from different angles for a fully customizable look. It also catches even the smallest lashes whilst lengthening and separating lashes for maximal impact.

– The mascara is available at Gucci Beauty stores and counters throughout the region and is priced at Dhs150.

Images courtesy of Gucci Beauty