Don't Fake It Serum Mascara - Cacao (Pre-Order)

 Pre-Orders dispatched 18th November 2025.

It's finally here.

The world’s first lash-growth serum tubing mascara with an adjustable wand now in Cacao - a deep rich brown that’s been requested since the day we launched.

Our viral hero returns - same world-first innovation, new shade that softens every eye and defines without harshness. This isn’t just a new colour. It’s a new mood.

When Don’t Fake It first launched, it sold out in weeks. Thousands discovered the difference between ordinary mascara and one that actually grows your lashes over time. The wait is over.

This is your daily lash ritual — combining skincare and performance in one stroke.
Infused with biotin, peptides, hyaluronic acid and ginseng (and more) the serum formula strengthens from root to tip while the tubing technology creates long, smudge-proof lift that lasts through sweat, tears and heat.

The adjustable wand lets you control everything - shorten for natural, daytime lift or extend for instant drama and curl. 

Cacao adds warmth, depth and quiet confidence - a deep brown tone made to enhance your natural features and bring softness to your everyday look.

No clumps and only clean ingredients for stronger, longer lifted lashes - and a formula that finally lives up to the hype.

Clean. Vegan. Cruelty-free. Hormone-free. Paraben-free.