News

The Truth About Traditional Tubing Mascara: What the Beauty Industry Isn’t Telling You

When we launched in May 2025, we weren't just adding another mascara to a crowded shelf—we were introducing an entirely new category. Before we brought it to the forefront, a true serum-tubing masc...

KAKE’s Cacao Era + and the Brand’s First Mini Event.

The Cacao Era When I launched KAKE earlier this year, I had no idea how quickly things would move. Don’t Fake It sold out within weeks and became known as the first lash growth serum tubing mascara...

KAKE: The Next Chapter

PHASE II The comeback era begins. We’ve been quiet, but that phase has come to an end.When growth happens fast, the best move isn’t to shout louder - it’s to refine our craft.We stepped back to b...

This Week in Beauty: Minimal, Smart & Long-wear Everything

If there’s one thing we’ve noticed about beauty in 2025, it’s this: everyone’s done with complicated routines. This week’s biggest makeup trends are all pointing in the same direction — less, but b...

5 Ways to Maintain Lash Health This Summer

5 Expert-Backed Ways to Keep Your Lashes Healthy This Summer Summer is the season of longer days, holidays, and higher exposure to environmental stressors — and your lashes aren’t immune. Between U...

You’re Using Tubing Mascara Wrong — Here’s How to Fix It

Let’s set the record straight. If your mascara isn’t coming off easily at the end of the day, it’s not the formula  it’s that you’re still treating it like a regular mascara. And tubing mascaras do...

Inside the Hollipop Hype: Manchester Went Mad

What started as a pop-up turned into a full-blown city moment. Thousands showed up, streets overflowed, and the energy was unreal. From riot vans to unexpected outbursts, the Hollipop pop-up will g...

Why We Rethought the Most Overlooked Beauty Tool

Say goodbye to flimsy curlers, pinched lids, and lashes that never hold. The No Lies Lash Curler was designed from scratch to fix everything that’s wrong with your average curler — wider fit, softe...

Why Tubing Mascara Is the Future — and Why KAKE’s Is Different.

What is a Tubing Mascara? (And Why DON'T FAKE IT is the Best) When it comes to finding the perfect mascara, you've probably heard the term "tubing mascara" thrown around a lot lately. But what exac...