Ask any makeup enthusiast what actually removes waterproof mascara and full-coverage foundation without a fight, and chances are they’ll mention BFMR ($35). Short for Best F*ing Makeup Remover, the cult-favorite mist from celebrity makeup artist Jamie Greenberg has earned a loyal following among everyday users, celebrities and, as Greenberg tells it, drag performers alike thanks to one simple promise: it melts away even the most stubborn makeup without stripping the skin. Now, five years after its original debut, Greenberg is relaunching BFMR with an updated formula and packaging shaped almost entirely by customer feedback.
Although the previous iteration’s glass bottle gave BFMR a luxe presence on the vanity, devoted users saw room for improvement. “The glass was too heavy,” Greenberg told me exclusively on a recent episode of The Beauty Authority. “We listened to what people were asking for and created something you can hold in your hand. It’s very light now, so you can travel with it.”
The new bottle trades the original’s glass for a lightweight design while keeping the brand’s signature artist-designed packaging intact. Fans also asked for more hydration, so Greenberg quietly upped one key ingredient. “They wanted a little more moisturizing,” she said. “So we kicked it up a little bit more with the jojoba oil. Just a teeny bit more, but you can feel it.”
The reformulated mist still leans on squalane to soften skin and support its moisture barrier, along with vitamin E for antioxidant benefits. It remains non-comedogenic, clean, vegan and Leaping Bunny certified cruelty free.
For Greenberg, the product was born out of a gap she kept running into on set. “I wanted something nourishing that would take everything off, including waterproof makeup,” she said. “I wanted it to be good for sensitive skin. I didn’t want it to burn, and I wanted it to moisturize.”
That formula built a following fast. “It spread like wildfire,” Greenberg said. “We sell refills every week.” Drag performers in particular became loyal customers, ordering it, in her words, “by the bushel” because it is one of the only removers that gets full glam off in one pass.
The relaunch lands alongside another new release from the brand: Eye Black ($12), a precision-tip performance eye black for women and girls in sports, inspired by Greenberg’s daughter’s softball career. She designed the two to work as a pair. “The greatest part about it, to get it fully off, you need the BFMR mist,” Greenberg said. “So they’re like a perfect duo.”
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