The highly anticipated launch of the newest mascara from Anastasia Beverly Hills is finally on the horizon, and fans can't wait to get their hands on the ultra-volumizing formula. However, even before its official launch, there's already drama, as social media saw some serious similarities between the ABH packaging and that of Fenty Beauty's. However, before things got any messier, Norvina clarified that this is no case of beauty theft.
Check out the explanation ahead.
Today, Fenty Beauty officially revealed its newest mascara formula.
After Norvina announced that a new Anastasia Beverly Hills mascara was coming earlier this month, fans couldn't wait to see it. And today the brand and its CEO revealed the high-volume surprise: "Achieve maximum lash volume and fullness you can’t stop bragging about. Lash Brag Volumizing Mascara by Anastasia Beverly Hills instantly creates the look of dramatic, full-bodied lashes with intense, jet black color," the brand said of the new mascara on Instagram.
But immediately the comparisons began.
The mascara bared an uncanny resemblance to that of Fenty Beauty's, and the comments and tweets started rolling in. "Anastasia’s mascara packaging looks waaaaaay too similar to fenty beauty," someone tweeted. "This remind yall of fenty or sumn?" another asked on the brand's page.
And there's no denying that the colors and shape are almost identical.
From the rose chrome and black color scheme to the gradient effect, it's a bit hard to even tell the two apart. Questions arose, with some speculating that the brand stole the aesthetics, peculiar considering that ABH is known for originality.
However, Norvina is clearing the air before it goes any further.
Always transparent, the brand's president and CEO took to social to make it known that the similarities are pure coincidence. "I'm excited about this launch and I really don't want to reference another mascara when announcing our product for the first time but it's worth it if it leads to awareness of industry practice," she began. She went on to say that the packaging was finalized back in 2018, and all final product must be finalized and shipped six months before launch. Unfortunately, the Fenty mascara launched two months ago and there wasn't much the brand could do.
But no worries, the product formulas are completely different.
Coming soon, the polymer-filled and ultra-creamy formula is all about volumizing with no crunch. The jet black color makes even the smallest of lashes clear as day. Get on the notification list ASAP — we know this will be a good one.
