NEW YORK, November 10, 2025 — 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.