Kat Von D Beauty has launched a new mascara — and it is a ground-breaking, 100% vegan formula.

Orange is the New Black’s Jackie Cruz is the face of the new campaign, and is the first celebrity to represent the brand in five years. 

The Formula

Go Big or Go Home Mascara gets its volumizing power from plant-based fats, and it won’t smudge, clump, or cake, the brand says. 

The 100% vegan formula contains a plant-based blend of waxes from olive & sunflower oils, which provides the base for extreme volume. Nourishing sunflower and olive oils are our solution to replacing the beeswax typically found in most mascaras.

The pigment is the “blackest of black,” and its plant-based blend creates a creamy texture.

The Brush Applicator

The mascara features the brand’s signature “fluff brush,” inspired by a round bristle hairbrush.

The brush was developed to create a super volumized “blown-out look for your lashes,” the brand says. It features wavy fiber bristles that hold on to more formula to perfectly separate each lash at the lash line for a fanned out, eye-opening effect.

The formula and signature fluff brush paired together, yield an easy-to-apply mascara that glides on effortlessly – catching and coating every lash, for fluffy, full, intense coverage. 

Kat Von D Beauty Go Big Or Go Home Mascara retails for $23, and is available at Sephora and on the brand’s website.