DIBS Beauty cofounders Jeff Lee and Courtney Shields.DIBS Beauty
"We believe the timing was right for a first-of-its-kind combination of brown primer and black mascara," says DIBS Beauty co-founder and CEO Jeff Lee. "The two sides can be combined or worn alone, in line with our ethos of makeup made for more—more versatility, more time, more space and more value. Our community knows we’ve been working on this product for years, so the anticipation has absolutely been borne out through a 17,000+ waitlist."
DIBS Beauty Double Standard Primer & Mascara Duo: Length, Volume and Nourished Lashes
DIBS Beauty's Double Standard Duo users reportedly achieved extreme length, with the majority praising its ability to intensify mascara color, add dramatic length and volume instantly, and provide long-lasting wear throughout the day.DIBS Beauty
Side 1: The Better Together Brush
- A tapered elastomer and bristle combo paired with a brown tubing primer that separates, conditions and elongates lashes. The formula avoids the issues associated with white or clear primers, which can leave unpleasant residue.
Side 2: The Make Waves Volume Brush
- A wavy bristle brush combined with a volumizing black mascara for instant depth and drama.
The Double Standard Primer & Mascara Duo's formula comprises hydrating ingredients like hyaluronic acid and shea butter for nourished lashes and buildable wear.
DIBS Beauty's Double Standard Duo users reportedly achieved extreme length, with the majority praising its ability to intensify mascara color, add dramatic length and volume instantly, and provide long-lasting wear throughout the day.
DIBS and Ulta Partnership Thrives with Expansion, Innovation and Community Focus
Lee notes that DIBS' partnership with Ulta continues to thrive, driven by strong growth and product innovation.
"Prestige color is facing headwinds as a category, but we are thrilled with the brand’s ongoing growth at Ulta," the executive explains. "We just multiplied our endcap doors, taking us to 800+ endcaps in five months’ time, and now have a presence in the entire Ulta fleet of 1,500+ doors. We think our brand positioning of putting women first, along with our prestige positioning coupled with our product innovation and value, are particularly resonating with the Ulta Beauty guest."
As for what's next, Lee explains, "We have incredible newness in the pipeline that will build off the historic strength of mascara, which just opened to an intensely passionate reception—with 2,000 customers in the first minute. We want to continue to excel with our partners at Ulta, deepen our strengths with our community and our hero products, and deliver a truly 50-state brand from Alaska to Maine (all of which I will personally visit by November)."
DIBS Launches 'Refuse to Choose' Campaign and Exclusive LA Event
Alongside the launch, DIBS is rolling out its largest campaign yet, titled "Refuse to Choose." Featuring founder Courtney Shields and creators like Megan Roup, Jaleesa Jaikaran and Kelly Rose Sarno, the campaign encourages individuals to reject societal labels and embrace multifaceted identities. The campaign will also include outdoor advertising in New York and Los Angeles, with branded trucks in New York and Dallas throughout August.
Global Mascara Market to Reach $15.62 Billion by 2034
The global mascara market is forecast to be valued at $9.17 billion in 2025, per Market Research Future, with a projected growth rate of 6.1% per year through 2034, totaling $15.62 billion.
