After months of testing it behind the scenes, I can finally reveal the new NARS Notorious Mascara—and it is destined to become every bit as indispensable as the brand’s iconic concealer.
There are beauty launches you try, enjoy and eventually replace. Then there are the products that quietly work their way into your everyday routine—the ones you instinctively reach for without considering an alternative.
The new NARS Notorious Mascara falls firmly into the latter category.
I have been using this mascara for the past few months, unable to share so much as a glimpse of it while the launch remained under wraps. Keeping a genuinely brilliant beauty product secret is never easy, particularly when it has already become part of your daily makeup routine. Now, finally, I can talk about it—and I have a feeling this is going to become a permanent NARS staple, much like the concealer we have relied on for years.
Inspired by the shadowy glamour of film noir, Notorious Mascara is designed to bring instant drama and definition to the eyes. François Nars has long been fascinated by classical Hollywood cinema: its striking lighting, magnetic actresses and unmistakable visual language. That influence runs throughout the new launch.
“Notorious Mascara’s inspiration comes from film noir and the drama that deepens an eye look,” explains François Nars, Founder and Creative Director.
The result is a mascara that delivers the kind of impact we have come to expect from NARS, while still feeling effortless enough to wear every day. It lifts, lengthens and builds defined volume, opening up the eyes without leaving lashes feeling stiff, overloaded or weighed down.
At the heart of the formula is 3D Film-Flex technology, featuring polymers that coat each lash and help lock it into place throughout the day. The formula also contains argan oil, chosen to help condition the lashes over time.
The performance is equally impressive. NARS promises up to 16 hours of smudge- and flake-resistant wear, alongside a clump-resistant and humidity-proof finish. Despite its staying power, the mascara has been designed to remove easily with a mild cleanser and warm water—because no one wants to spend the end of the evening aggressively rubbing at their eyes.
What makes Notorious so compelling is its balance. It creates visibly fuller, longer and more lifted lashes, but the finish still feels lightweight and beautifully defined. You can apply a single coat for polished everyday lashes or build it up when you want the eyes to become the entire focus of the look.
The mascara will launch in two shades: Starstruck Black, an intense black created for maximum definition, and Infamous Brown, a rich chocolate brown offering a softer, more tonal alternative. The latter feels particularly perfect as we move into autumn and return to warm browns, suede textures and beautifully diffused eye makeup.
NARS has always understood the transformative power of the eyes. Mascara may be one of the smallest products in a makeup bag, but it can completely change the balance and expression of the face. Notorious takes that idea and gives it a cinematic edge: lifted lashes, deep colour and enough drama to command attention.
After keeping it hidden in my makeup bag for months, I am relieved that the secret is finally out. NARS Notorious Mascara is not simply another new launch—it is the beginning of a future icon.
NARS Notorious Mascara launches on 31 August 2026, priced at £29.
Nars.com
