Here’s the thing about colored mascara — unless it’s so subtly hued it could pass as part of the black/brown family (think: deep burgundy), it feels a little like you’re dressing up for a themed party. You’ll wash it off at the end of the night and go back to being your non-fuschia-eyed self. Not so with Yves Saint Laurent’s Mascara Vinyl Couture, a line of colored mascaras meant to blend seamlessly into your everyday beauty look.



The idea behind the collection comes thanks to millennials and their screw-your-beauty-rules approach to makeup, YSL’s creative director of makeup, Lloyd Simmonds, tells Yahoo Beauty. “The style of millennials, with their … freedom from traditional beauty rules, makes them an ideal audience for the punchy, fun colors of Mascara Vinyl Couture.” But the shades work on any age and any level of color comfort. Need proof? We had YSL director of makeup artistry Dell Ashley give Yahoo staffers each look from the campaign. Not to ruin the surprise, but the looks slayed.

The Cara Delevingne-fronted collection, launching online May 15, is nine mascaras deep. “We wanted to really show off the amazing color possibilities now open to us with Mascara Vinyl Couture,” Simmonds explains. “There have been colored mascaras all throughout YSL Beauty’s history, but never so many, and so bright and fun to use!”

Standouts include a neon pink (I’m the Madness) and royal blue (I’m the Trouble), but the shades aren’t all electric — I’m the Storm and I’m the Fire are metallic, coating lashes in what looks like liquid silver and gold, respectively. I’m the Clash is the blackest of black, while aubergine I’m the Unpredictable is such a perfect dark neutral that it’s almost more wearable than black or brown.

The breadth of colors — and their vibrancy — is thanks to a first-of-its-kind formula, Simmonds explains. “It’s a revolution, really, in that it’s the first mascara that has a base that is totally transparent and vinyl shiny. This gives us for the first time true color expression when we add pigments, as well as allowing us to use larger sized, glitter-like pigments — previously impossible.”

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Keep scrolling to see how the mascaras worked on us, plus how to get the look.



Devon Kelley: Assistant Editor, Yahoo Beauty

Mascara used: I’m the Trouble on top, I’m the Madness on bottom

With lashes this vibrant, keep the rest of the eye simple — all you need is a swipe of blue shadow and blue liner on the top and bottom lids.

Tanya Edwards: Editor, Yahoo Beauty

Mascara used: I’m the Craze

Silver shadow and bright violet eyeliner pair up for a night-out look that doesn’t overpower. Brush shadow lightly on lids before applying liner as close to the lashes as you can get it. Bonus: You can tell everyone it’s a Prince tribute.

Jihan Forbes: Associate Editor, Yahoo Style



Mascara used: I’m the Clash on top, I’m the Fire on bottom

An exaggerated cat eye makes this look extra opulent. Brush bronze powder onto lids, and swipe on a thick feline flick (don’t forget to line under the eye, as well as over and out) before brushing on a few layers of each mascara. If your lashes are naturally lighter, try layering an inky black under the gold for more pop.

Sabrina Sapinsky: Administrative Coordinator, Yahoo Media



Mascara used: I’m the Storm

This look is unabashedly glam, so don’t be afraid to go in with liner and shadow. Press a bronze powder onto upper lids and a darker metallic onto bottoms before lining eyes with a black pencil. If your lashes are dark, you can get away with wearing just the silver mascara. If not, layer I’m the Clash underneath to make the metallic pop.

Derek Nguyen: Fashion Associate, Yahoo Style

Mascara used: I’m the Madness on top, I’m the Clash on bottom

OK, so this eye isn’t the easiest, but what it lacks in speed it makes up for in cool factor. Ashley used royal blue liquid liner and tape to get the right angles, plus black liner on top and bottom waterlines.

Mookie Loughran: Production Assistant, Yahoo Beauty and Yahoo Style

Mascara used: I’m the Excitement on top, I’m the Craze on bottom

Pass over shadow for a two-tone liner on this one — emerald green on top, and Barney-purple on the bottom. Line the entire top and bottom with each color, then swipe on quick coats of each mascara to match.

Molly Shea: Beauty and Health Editor, Yahoo Beauty

Mascara used: I’m the Illusion on top, I’m the Unpredictable on bottom

I can speak from experience when I say this look is surprisingly wearable and easy to DIY. Just brush a peachy bronzer on your eyelids, an aubergine shadow near your lash line, and black eyeliner on your waterline before layering on the two mascaras.

Julie Tong: Fashion Assistant, Yahoo Style

Mascara used: I’m the Unpredictable

The emerald liner is the real star of the show here, so lay it on thick with a subtle wing at each end. Strong brows top off the look.

Dorenna Newton: Producer, Yahoo Beauty and Yahoo Style

Mascara used: I’m the Trouble on top, I’m the Excitement on bottom

Want mermaid eyes without looking like you never left Coachella? The trick is using rich liner close to the lash line in shades as close to the mascaras as you can find.

Photos: Hannah Khymych

