Here’s something to get you really excited for 4/20. On Monday, Milk Makeup announced that its latest offering will be released on the cannabis-commemorating holiday, and naturally, it’s a mascara made with CBD oil called (what else?) Kush. According to the smoke-filled ad, all you need is “one hit for high volume.”
It’s a big promise to make, but Milk insists that the cannabis-infused angle isn’t just a gimmick. According to its website, CBD oil provides a good vegan alternative to beeswax, a common ingredient in many mascaras, and the oil also gives the mascara a “creamy texture” for “smoother application,” “tug-free removal,” and an “additional conditioning benefit.” On top of that, the website boasts, the CBD-infused formula has “unique hollow heart-shaped fibers,” which “lock onto lashes in each direction adding width and length for long-lasting volume and curl.” Also, the “puff puff brush” is tree-shaped, but really, what mascara brush isn’t?
Although Kush doesn’t go on sale until Friday, the reviews are already rolling in (pun intended), and they’re pretty promising. “After using it for three consecutive days, my lashes felt softer and less tangled with and without the mascara on,” wrote Refinery29’s Samantha Sasso, adding that the effect was like a combination of a treatment and a product. Meanwhile, at Nylon, web editor Taylor Bryant “personally vouch[ed]” for the results, saying, “Your lashes will lengthen, your eyes will open up, and you won’t sacrifice hairs or experience flaking if you want to go for a more clumpy look.”
This isn’t Milk Makeup’s first product seemingly aimed at weed-friendly beauty enthusiasts. In 2016, the company released Roll + Blot Papers, which apparently spell out their uses in the title. According to Milk Makeup, the papers are made of 100 percent hemp fibers. As the marijuana-ssance continues to take over the beauty industry, we can’t wait to see what it comes up with next.
Article originally published by Emily Wang @ Allure.com