Every 7.4 seconds, someone somewhere is purchasing a tube of Better Than Sex mascara. Since it launched in 2013, it’s been a hero product for Too Faced, leading their range of unabashedly feminine and wildly popular liquid lipsticks, bronzers and adorable blushes. “The hardest, most scientifically impossible thing to create in the cosmetics world—and get right—is mascara,” confides Jerrod Blandino, Too Faced Cofounder and Chief Creative Officer, to his captive YouTube audience. Difficult, yes, but as he has proven, not impossible.
Blandino researched the science of skin and hair care to determine which natural extracts (like nourishing Acacia Senegal) and highly effective peptides would lift, separate and curl the lashes in a way that no other mascara had. “I just wanted to create the most amazing mascara the world has ever known. It took years to get the formula and the brush right,” he says. The hourglass brush—inspired by the bust-waist-hip ratio of blonde bombshell Marilyn Monroe—was just one of many tested for the final product. “When I got the latest sample back from the lab, I had one of the women in the office try it on, and when I saw the results I screamed, ‘It’s better than sex!’”
The rest, as they say, is history.