Beauty TikTok is currently a fever dream of pink ribbons. It's everywhere. If you’ve scrolled through your "For You" page lately, you’ve likely seen the aesthetic—coquettish, hyper-feminine, and deeply obsessed with anything that looks like it belongs in a Victorian dollhouse. Enter the Too Faced Ribbon Mascara, or as it’s officially known in the lineup, the Better Than Sex Mascara: Eau de Pink Limited Edition. Honestly, calling it "ribbon mascara" has become the shorthand because of that iconic, slightly oversized pink bow charm dangling from the tube. It’s cute. It’s incredibly Instagrammable. But is there actual substance behind the satin-and-plastic exterior, or are we just buying into a very clever packaging stunt?
Most people think a mascara is just a mascara. They’re wrong.
When Jerrod Blandino and Jeremy Johnson founded Too Faced, they leaned hard into the idea that makeup should be fun, but the Better Than Sex formula—which serves as the "guts" of this ribbon-clad release—was a genuine pivot for the industry. It wasn't just about the name. It was about the hourglass brush. That specific shape was designed after the bust-to-hip ratio of Marilyn Monroe, a detail that sounds like marketing fluff until you actually try to coat your corner lashes with a straight wand and fail miserably. The Too Faced Ribbon Mascara edition takes that heritage and wraps it in the "Coquette" aesthetic that has dominated 2024 and 2025.
The Coquette Core Influence on Too Faced Ribbon Mascara
Trends don't happen in a vacuum. The rise of "Ribbon Mascara" is a direct result of the fashion world’s pivot toward ultra-femininity. Brands like Sandy Liang and Simone Rocha brought bows back to the runway, and Too Faced, always savvy with their pulse on the "girly" demographic, ran with it.
The packaging is the primary sell here. It’s a metallic, cool-toned pink tube with a removable ribbon. Some users are even taking the ribbon off and tying it into their hair or onto their handbags. It’s a multi-use accessory. But let's get real for a second: you aren't paying $30 just for a piece of fabric. Or are you?
When you look at the formula, it’s the classic BTS (Better Than Sex) blend. It’s a collagen-infused, high-pigment mascara that aims for volume over length. If you want those spindly, long "clean girl" lashes, this isn't the one. This is for the "doll eye" look. It’s thick. It’s dramatic. It’s a bit messy if you aren't careful.
What’s Actually Inside the Tube?
A lot of people ask if the formula changed for the ribbon edition. No. It’s the same stuff. You’re getting acacia senegal tree extract, which helps set the curl. You’re getting those film-forming polymers that prevent (most) smudging. But because the formula is so "wet," it has a reputation for flaking once it dries down if you apply too many layers. It’s a trade-off. You get massive volume, but you might find a few black specks on your cheeks by 4:00 PM.
🔗 Read more: Baba au Rhum Recipe: Why Most Home Bakers Fail at This French Classic
The brush is the real MVP. That hourglass shape grabs lashes you didn't know you had. It’s stiff enough to comb through but soft enough that it doesn't feel like you’re stabbing your eyeball with a pine needle.
Why the Too Faced Ribbon Mascara Viral Success Matters
We live in an era of "Shelfies." If a product doesn't look good sitting on a marble vanity, does it even exist? Too Faced understands this better than almost anyone in the Estée Lauder Companies portfolio. By adding a simple ribbon, they turned a staple product into a collectible.
There’s a psychological component here, too. The "Little Treat" culture. Life is stressful. Buying a $30 mascara with a bow on it is a relatively low-cost way to feel a spark of joy. It’s a tactile experience. The weight of the metal tube feels premium. The "click" when it closes is satisfying.
However, we need to talk about the limitations.
The Too Faced Ribbon Mascara is a limited edition. That means once the stock is gone, the collectors' market takes over. We’ve already seen these popping up on resale sites for double the price. It’s a FOMO-driven sales tactic. If you’re a fan of the formula, it’s worth grabbing one for the vanity, but don't feel like you're missing out on a revolutionary new liquid technology. It’s the same juice, different bottle.
Application Tips for the "Doll Eye" Look
If you want to actually make this mascara work like the influencers do, you can't just swipe and go.
💡 You might also like: Aussie Oi Oi Oi: How One Chant Became Australia's Unofficial National Anthem
- Wipe the tip. The hourglass brush holds a ton of product at the very end. If you don't wipe it off, you’ll end up with a glob on your inner corner.
- Wiggle at the base. Start at the roots. Wiggle the wand. This builds the "foundation" of the lash so the tips don't get weighed down and droopy.
- Don't wait for it to dry. If you want a second coat, do it while the first one is still tacky. If you wait until it's bone dry, you’re going to get clumps. Serious clumps.
- The Ribbon Trick. Keep the ribbon on the tube while you use it, or take it off? Most pros take it off. It gets in the way of your grip. Tie it on your makeup bag instead.
Is It Better Than the Competition?
The mascara market is crowded. You’ve got the Maybelline Sky High fans on one side and the Dior Show loyalists on the other. Where does the Too Faced Ribbon Mascara sit?
Honestly, it’s in the middle. It’s more volumizing than Sky High but less "refined" than Dior. It’s a "party" mascara. It’s loud. It’s proud. If you have very oily eyelids, you might struggle with this formula. It’s not waterproof (unless you buy the specific waterproof version, which sometimes lacks the ribbon).
Comparing it to the "Lash Paradise" from L'Oreal is common. They are very similar. In fact, many people call Lash Paradise a "dupe" for Better Than Sex. The difference is the luxury experience. You aren't getting a heavy metal tube and a satin bow at the drugstore. You're getting plastic. For some, that doesn't matter. For others, the ritual of the luxury product is the whole point.
The Sustainability Question
We have to address the elephant in the room: the bow. In an era where brands are trying to reduce packaging waste, adding a non-functional satin ribbon and a plastic/metal charm seems counter-intuitive. Too Faced isn't positioning this as an eco-friendly product. It’s a "maximalist" product. If you’re a minimalist who hates extra "stuff," this will probably irritate you.
But if you’re the type of person who saves their empty perfume bottles because they’re pretty, you’ll love this. It’s a keepsake.
Real World Performance: The 8-Hour Test
I’ve worn this through a humid afternoon and a long dinner. Here’s the unfiltered truth.
📖 Related: Ariana Grande Blue Cloud Perfume: What Most People Get Wrong
The first two hours are glorious. Your lashes look like falsies. People will ask if you’re wearing extensions. By hour six, the "weight" of the formula starts to settle. If you didn't curl your lashes beforehand, they might start to straighten out. By hour eight, you'll likely see a little bit of "raccoon eye" on the lower lash line if you applied it to your bottom lashes.
Pro Tip: Only use this on your upper lashes if you’re prone to smudging. Use a tubing mascara on the bottom. It’ll save your concealer.
Common Misconceptions
- "It’s a new formula." Nope. Same Better Than Sex you’ve known for years.
- "The ribbon is permanent." It’s tied on. It can come off.
- "It’s for everyone." Not really. If you have very short, sparse lashes, the heavy brush might be too cumbersome. It’s best for people who already have a decent "canvas" to work with.
Final Insights and Actionable Next Steps
The Too Faced Ribbon Mascara is a triumph of aesthetic marketing. It successfully tapped into a specific cultural moment where "cute" is a currency. If you are a collector of the brand or someone who finds genuine joy in beautiful packaging, it’s a solid purchase. The formula is a cult classic for a reason—it delivers massive, dramatic volume that few other brands can match.
However, if you are purely looking for performance and don't care about the "bow," you can save a few dollars by buying the standard tube or even a travel size to test the formula first.
Next Steps for the Best Results:
- Check Availability: Since this is a limited edition, check Sephora or the Too Faced official site immediately if you want the ribbon version. It sells out in waves.
- Prep Your Lashes: Use a lash primer (like the Too Faced Foreplay) if you have trouble with flaking. It acts as a "glue" for the mascara.
- Master the Removal: This is a heavy-duty mascara. Don't try to scrub it off with a standard face wash. Use an oil-based cleanser or a dedicated bi-phase eye makeup remover. Your eyelashes will thank you.
- Repurpose the Ribbon: Once the mascara expires (usually after 3-6 months), don't just toss the whole thing. Remove the charm and the ribbon. They make cute additions to a keychain or a journal.
At the end of the day, makeup is supposed to make you feel something. If a pink ribbon on a mascara tube makes you feel like a character in a Sofia Coppola movie, then it’s doing its job perfectly. Just be prepared for the volume—and the occasional flake.