When Byredo first launched makeup, it changed the game.
I've always had an affinity for the brand (I mean, it's Swedish and so am I – need I say more?) and have worn the fragrances for years. I've gone through bottles of Gypsy Water, had an affair with Rose of No Man's Land, and my recent loves have been 1996 and Mumbai Noise.
When Byredo ventured into makeup, it felt natural. Perfume has always been a very natural part of self-expression, so extending that by introducing everything from eyeshadow palettes to sticks, and eyeliners, made perfect sense. Plus, it was launched in collaboration with makeup artist and creative genius Isamaya Ffrench, which made it even better.
Now, Byredo is launching its latest product, the Astronomical Mascara.
The new mascara is "designed for drama," and features a curved wand as well as a long-lasting formula, optimized to give your lashes the perfect coat in just one stroke. Volumizing, curling, AND thickening – what more could you ask for?
The product is also entirely vegan, and is made with 91% natural ingredients.
Of course, no Byredo release comes without an excellent campaign. This time around, Hugo Comte has photographed Arca, who's been someone who's always experimented with makeup and performance.
"I wanted to create a sense of freedom in the way we communicate the products. Arca is the zeitgeist, and she represents modernity," said Ben Gorham, adding, "We love her, and we love the clarity of Hugo’s images, so we thought they were the perfect combination to create some beautiful portraits together."
As for the product's design, it features the same shape as the label's previous mascara, but has gotten a bright green makeover that is perfect for top-shelf display.
If you're looking to add the Astronomical Mascara to your routine, it retails at £37 and is available to purchase starting today online at Byredo.com.
