Maybelline’s Top-Selling Mascara Gets a Fashionable Facelift

Yes—yet another fashion and beauty collaboration. (You know you love them!)

Any beauty product that remains a bona fide fan-favorite for 40 years most certainly deserves to be fêted.

Maybelline intends to do just that.

To celebrate Great Lash Mascara being on shelves for four full decades, they've decided to partner with three amazing New York designers—Tracy Reese, Max Azria, and Vivienne Tam—to each give the beloved product a fashion-forward packaging overhaul. (See Tracy Reese's design on the left.) Look for The Great Lash Mascara 40th Anniversary Collection at your local Target perched on the top shelf of the Maybelline section, as they're the exclusive retailer on this exciting collaboration.

“A longtime favorite of Target, Maybelline Great Lash Mascara is beloved by many of our guests,” said José Barra, senior vice president of beauty for Target Corp. “To celebrate its 40th anniversary, Target’s guests will find designer-inspired packaging that puts a fresh twist on this popular beauty essential.”

And you too can join in on the fun. Sure you can head into your local Target and pick up all three of the limited-edition tubes, or you can log on to According to WWD, Maybelline will celebrate with their fans by hosting a virtual 40th birthday party. Just send a few tweets to @Maybelline using the hashtag#GreatLash, and be sure to tell them exactly why you love this iconic mascara so much. We'll be there—will you?