In the world of beauty innovation, it’s rare to hear the word never—but for Rose-Marie Swift, beauty expert and founder of rms beauty, she’s firm on never creating a certain product—and for a solid reason.
“I’ll never make a brown mascara,” she says on a recent Zoom call introducing her brand-new eye-focused launches. “I’m a firm believer that when older women apply a brown mascara it tends to make the eyes look red. As we age, we want to have that really healthy, white moon-beam from the eyes rather than looking a bit yellow or red.”
Her go-to mascara, Straight Up Volumizing Peptide Mascara, is, as she explains, as black as they come without the addition of harmful carbon black. “I think when a woman has a black lash on it makes the lashes look better, and placed more beautifully,” she adds.
Now, the 66 year-old beauty pioneer is ushering in a sister product to the best-selling mascara, Straight Line Kohl Eye Pencil ($20), which she gives a green light for use on older eyes. While brown mascara and liner has been spotlighted as a “less harsh” alternative to a black liner or mascara, Swift says these rules don’t necessarily apply to older eyes. “’I will do a brown color for an eyeshadow, as long as it doesn’t have any red tones to it, but liner should remain black.”
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