If there is one beauty brand we can count on to deliver sweet surprises, it's Too Faced! The brand is kicking off March with some of the best news its fans have gotten all year: The Better Than Sex family is expanding!
While initially comprised of only the Better Than Sex Mascara ($24, Sephora) and the Better Than Sex Waterproof Mascara ($24, Sephora), Too Faced will soon add eyeliner to the mix!
Of course, Too Faced isn't bringing just any eyeliner to the fold. It's making some serious promises with this new eyeliner, and if they're true, then we're all in for some seriously flawless yet easy eye looks.
Brand cofounder Jerrod Blandino made the big announcement on his personal Instagram.
"The only eyeliner worthy of the name BETTER THAN SEX," Blandino described in his caption.
The Better Than Sex Mascara ($24, Sephora) is actually one of the best-selling mascaras in the beauty industry, so it's only right that Too Faced give the people more to love.
From regular fans to beauty influencers, so many people swear by this mascara.
According to Blandino, the Better Than Sex eyeliner is designed to make everyone an "expert" when it comes to achieving the perfect eyeliner look.
The Better Than Sex Eyeliner is waterproof and meant to last 24 hours, but that isn't where the fun stops! The dual-fiber brush, super-intense black pigment, and easy-glide formula make this an eyeliner that "doesn't tug or skip for a perfect line every time."
Translation: Too Faced is out to seduce the eyeliner pros and seriously upgrade the skills of us novices!
If this eyeliner truly works in one stroke for me with all of my left-handed awkwardness, then Too Faced has officially created a game-changer.
As expected, Too Faced fans are ecstatic and ready to throw all of the coins at the Better Than Sex Eyeliner.
"Too Faced is definitely not helping my financial situation. I want this," one fan wrote in Blandino's comments.
They are ready to put those claims about the "perfect stroke" to the test.
"Finally a product that actually says it won’t skip. My main issue since I have hooded eyes. Can’t wait," another wrote.
I also anticipate that this means the eyeliner will drop with updated Better Than Sex beauty sets on the Sephora, Ulta, and Too Faced websites.
Just imagine how much better the Sex, Gold & Chocolate Makeup Set ($52, Too Faced) will be with the new eyeliner included!
Some beauty fans suspect that Blandino expanding the Better Than Sex family is really all about trying to compete with Benefit Cosmetics.
"They totally didn’t do this because Benefit made an eyeliner based off of their best selling mascara. No, not at all," a fan sarcastically commented in a Trend Mood thread.
Benefit Cosmetics recently released a Roller Liner Liquid Eyeliner ($22, Sephora) to accompany its best-selling Roller Lash Curling Mascara ($25, Sephora).
Now you can get the mascara and eyeliner together in a Roller Routine Kit ($36, Benefit Cosmetics), a Roller Eye Bright Pencil ($20, Benefit Cosmetics), and a Roller Dome Makeup Bag ($24, Benefit Cosmetics).
Other fans do not see any connection between Too Faced and Benefit Cosmetics at all.
"Shout out to all of the idiots who don’t understand that design/production of this liner didn’t occur in the one month of the Roller Liner being on shelves," a fan wrote in defense of Too Faced.
"The packaging is the same as the BTS mascara and has NOTHING to do with Benefits liner release. With winged liner being so popular, it was only a matter of time. No one would have anything to say if it were a year apart instead of a month."
Jerrod Blandino also confirmed that Better Than Sex Eyeliner is an idea that he's been developing for a while behind the scenes.
"I’ve been working on this for so long! I can’t wait for you all to try it," he shared on Instagram.
Even if it were the case that Too Faced Cosmetics is trying to compete with Benefit Cosmetics with its expansion, then what's so wrong with that anyway?
Since this isn't the case of a complete knockoff situation, there's no harm done. The beauty industry is about innovation and fun, but this is also a business, people. These brands are always going to watch one another to some degree. If they did not, then they would be severely out of the loop about what customers are buying from the overall beauty industry.
If one brand expanding a product inspires another to also step up its game, then that's just more makeup for all of us!
It's also worth noting that Too Faced has proven itself to be very consistent with its themed beauty rollouts.
Fans who want the Better Than Sex Eyeliner, like, yesterday will be happy to know that they can get early access at Ulta on March 17.
This means you have less than two weeks before this new "one stroke" eyeliner is in your beauty bag and on your face. Happy shopping!
