Gucci Beauty is finally expanding beyond lipstick with its first-ever mascara!

On the launch of L'Obscur, Alessandro Michele says, "I designed mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way. 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."

A new buildable mascara for the bold, the bright and the beautiful, the L'Obscur comes only in one pure intense black shade for now and is packed inside a beautiful bottle that mirrors its lipstick sisters.

As for the formula, it is an ultra-rich creamy texture and has a highly comfortable film, which quickly transfers the perfect amount onto lashes, and is near impossible to smudge, flake, feather or migrate once dry. The brush used for the mascara is a flexible elastomer brush, which is designed to catch smallest lashes at the top and bottom corners of the eyes and it also fans, lengthens and separates each lash with panoramic precision!

Also, it is said to be long-wearing (up to 12 hours!)

Wrapping the monumental debut of the mascara L'Obscur, Alessandro also created a tongue-in-cheek ad campaign featuring mascara-stain pillows in a very Gucci-esque bed. We are in love!

Before we leave you to it, Thomas de Kluyver, Gucci Global Makeup Artist, shares two golden tips to best utilise L'Obscur:

1. For a classic look: Apply with the wand positioned horizontally for a sweeping effect that sees lashes separated at the root and subtly fanned out.
2. For a bold look: Apply with the wand positioned vertically for a bold punk volumized finish where high definition meets a wing-like fan of lashes.

So lash away, girls!