NEW YORK–(BUSINESS WIRE)–Today, COVERGIRL introduces its first-ever tubing mascara, the Eye Enhancer Wrap Tubing Mascara. Powered by an ultra-stretch formula and a flexible, tapered brush, this mascara gently wraps each lash with lightweight tubing technology for instant definition and a stunning lash extension effect.
The Eye Enhancer Wrap Tubing Mascara is flake-free, smudge-proof, sweat-proof, and water-resistant, giving you extended length and lift while keeping your lashes bold and defined for up to 30 hours. The innovative formula is gentle on lashes and designed to remove easily with just warm water, a signature feature of tubing technology. Available in three eye-enhancing shades: Max Motion Black, Espresso Energy, and Midnight Stride.
“We’ve noticed a clear shift in consumer demand for mascaras that not only enhance lashes but also offer long-lasting wear without smudging or flaking. That inspired us to develop our first-ever tubing mascara,” says Mary Santangelo, Senior Vice President, COVERGIRL Global Marketing, at COTY. “This innovation stays true to our commitment to combining performance with care—giving you bold, beautiful lashes that feel as good as they look.”
Like all COVERGIRL products, COVERGIRL’s Eye Enhancer Wrap Tubing Mascara is Leaping Bunny Approved by Cruelty Free International, the gold standard cruelty free program for cosmetics, personal care and household product brands which are committed to removing animal testing from their supply chains.
The Eye Enhancer Wrap Tubing Mascara is available on TikTok Shop and select retailers beginning November 2025 and will roll out nationwide in January 2025 wherever COVERGIRL is sold, in the makeup aisle.
ABOUT COVERGIRL
COVERGIRL, a beloved American brand, celebrates authenticity, diversity, and self-expression through beauty. Born in 1961, COVERGIRL offers accessible, affordable, and inclusive products for everyone. Through the years, COVERGIRL has partnered with inspirational, barrier-breaking, and diverse people as the faces of the brand. In 2018, COVERGIRL became the largest makeup brand to be Leaping Bunny Approved by Cruelty-Free International, which means all of our products are in compliance with Cruelty-Free International criteria, no matter where we are sold. Visit www.covergirl.com or find @COVERGIRL on social media for more information.
ABOUT COTY
Founded in Paris in 1904, Coty is one of the world’s largest beauty companies with a portfolio of iconic brands across fragrance, color cosmetics, and skin and body care. Coty serves consumers around the world, selling prestige and mass market products in more than 130 countries and territories. Coty and our brands empower people to express themselves freely, creating their own visions of beauty; and we are committed to making a positive impact on the planet. Learn more at coty.com or on LinkedIn and Instagram.
Contacts
