False lashes are about to become the new mascara thanks to the debut product from the new makeup brand about to take over your Instagram feed. Flirt Cosmetics is the brainchild of Estée Lauder executive group president John Demsey and creative director-at-large Donald Robertson. The brand is fueled by social media, sold via its e-commerce site, and will roll out a series of launches instead of an entire line at once, a la Kylie Cosmetics.
Flirt's debut product is Flashes, which Roberston describes as "a staple gun for the eyelashes but without the staples and the gun." No more tweezers or long, fussy lash strips? We're down. The applicator looks like a Wite-Out tape dispenser and is pre-loaded with 44 bands which each feature a trio of wispy lashes. Once you wind up the tool, a band will pop out with the strip out, ready for adhesive. You can apply the lash glue directly onto the strip—no need to use the back of your hand—and then place it onto the lashline. It's incredibly easy to use, regardless of prior faux lash experience and you can use as few or as many as you want. One little trio is enough for a subtle fluttery effect while two or more across the lashline makes for a more dramatic look. Either way, you can't go wrong so you'll want to get your hands on one of these when it launches on September 15th on FlirtCosmetics.com.
In the meantime, shop the Tinker Bell-inspired falsies we're loving.