Fenty Beauty Full Frontal Mascara: Hit or Miss?

Farah Gasimzade By Farah Gasimzade5 min read

Fenty Beauty has just released a new Full Frontal Mascara and here is everything you need to know about the product.

If you follow the brand’s Instagram channel closely, you have already seen announcements with advertisement pictures of the first-ever mascara from Fenty Beauty at the beginning of the year.

Fenty Beauty Full Frontal Mascara

⁠As a photographer and a beauty blogger, I’m always skeptical about mascara advertisements, because of the post-production and the false lashes that some big companies use in those photographs.

With this in mind, and with the help of Influester that selected me for doing a product review before the launch, I decided to try the mascara myself and see if this product is indeed a hit as described in the ads. And as always, all opinions are my own.

Full Frontal Mascara

To start with, Fenty Beauty Full Frontal Mascara is indeed a mascara that does it all. With just one coat it adds extra length to my lashes, defines each of them and curls and lifts them at the same time. This was actually an intention behind this mascara – Rihanna, the founder of Fenty Beauty wanted to create a brush that will help her achieve different looks with just one wand.

Mascara swatch before and after

Shade selection

Fenty Beauty Full Frontal Mascara is currently available only in one shade – “Cuz I’m Black”, which is a true matte black. I love ultra-black matte mascaras because they visually add density to the roots.

Fenty Beauty Mascara swatch in Cuz I'm Black shade


The formula of Full Frontal Mascara is very gentle on the lashes and dries fast without making them feel stiff. Moreover, it keeps the lashes in place for hours and survived 80%+ Texas humidity without melting down. Despite its longevity, it doesn’t clump⁠ (unless you want it to, layering several layers) and feels very lightweight, regardless if you do one or two coats, it doesn’t feel heavy on the lashes.

Fenty Beauty Mascara swatched

Finally, the formula of Fenty Beauty’s first mascara works perfectly with the brush, which requires additional attention.


Aqua/Water/Eau, Synthetic Beeswax, Paraffin, Palmitic Acid, Styrene/Acrylates/Ammonium Methacrylate Copolymer, Stearic Acid, Butylene Glycol, Aminomethyl Propanediol, Cera Carnauba/Copernicia Cerifera (Carnauba) Wax/Cire De Carnauba, Glyceryl Stearate, Vp/Eicosene Copolymer, Acacia Seyal Gum, Polybutene, Phenoxyethanol, Nylon-66, Hydroxyethylcellulose, Triethoxycaprylylsilane, Sodium Laureth-12 Sulfate, Caprylyl Glycol, C11-15 Pareth-7, Potassium Sorbate, Tetrasodium Edta, Disodium Phosphate, Polysorbate 60, Silica, Bht, Sodium Phosphate, Iron Oxides (Ci 77499), Titanium Dioxide (Ci 77891).

Overall, the list of ingredients looks pretty good, with just a few ingredients that caught my attention. Nevertheless, when measured against the EWG rate, all ingredients don’t exceed the rate of 4. All the details on each of them are in my Quick Guide on Ingredients.

Full Frontal Mascara’s Flat-to-Fat Brush

The most surprising part about this mascara is its brush: it is flat on one side and wide, or as they call it, “fat”, on the other. This helps achieve different goals with just one wand: the “fat” side adds volume and lifts, while the flat side curls and helps to define lash to lash.⁠ It might seem a little tricky the first time you use it, but once you get used to this brush design, it is very convenient to use just one brush for different looks. While the bristles don’t pick up too much product, you can achieve a full ready-to-go look with just one coat.

How to Apply Full Frontal Mascara

Fenty Beauty provides really clear instructions on how to use the mascara with this sophisticated brush.

  • To load and lift use the Fat side of the brush, wiggling at the base of your lashes to build volume. 
  • To comb through and define, curl, and separate, turn to the flat side. 
  • Use the pointed tip to coat the hardest-to-reach lashes in the inner corners. 
  • The formula is buildable, so you can layer mascara as desired. 

Artistry Pro Tips:

  • For max volume, make sure the Fat side of the brush is fully loaded and layer until you reach your desired effect. 
  • For max curl, use the flat side of the brush to push up lashes while coating them from root to tip. 
  • For max length, use the pointed tip of the brush and apply vertically, focusing on your lash ends. 

Riri Way:

Rihanna has a beautiful eye shape that she loves to accentuate with a fanned-out lash look. To do it the Riri way, add focus on the outer edges of your lashes, adding extra layers and brushing them outwards.

My way

⁠I have a special way of applying mascaras. I learned it from MUA, Ali Andreea, and it works with most of the products. The trick is to twist the wand while applying the mascara. It gets a little tricky with Full Frontal Mascara brush, but it simultaneously lengthens and lifts them. After that, I’m focusing on outer lashes to create more almondy shape.

I like to apply just one coat of mascara, and Full Frontal Mascara lets me do it. Moreover, I also love that I can use the same wand to define my lower lashes – with other mascaras I usually have to comb them through with a clean spoolie to avoid build-up. With the given design of the brush, I don’t have to do it anymore and I use the flat side for that purpose.

To wash Full Frontal Mascara off I use my favorite Farmacy Beauty Green Clean Cleansing Balm and it works perfectly with the waterproof formula of this mascara.

Final Thoughts

This mascara is indeed surprisingly good. With just one coat and one brush, I get nicely defined, curled and long lashes that can survive hot humid weather. The before and after results used in ads are indeed real and I believe that the mascara is definitely going to be a hit.

Do you want to try this mascara? Let me know in the comments down below!⁠

P.S. for the limited time, Sephora offers a free trial size of Fenty Beauty Full Frontal Mascara with a $25 purchase. Use code FENTYLASH. Online only.

Disclaimer: I received the product complimentary in exchange for a review, but all opinions are my own⁠.⁠ 

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