Whats Up Beauty – Watch Me! Black Volumizing and Lengthening Mascara with Peptide and Vitamin B5 Clean Made in Italy Cruelty Free Eye Makeup

From the brand

Whats Up Beauty

Alena Monson, Founder and CEO

How did we get our start?

Whats Up Beauty reflects the inspiring journey and passion of Alena Monson, a former software engineer turned beauty enthusiast. After moving from Eastern Europe to the USA, Alena discovered a vibrant world of beauty brands but struggled to find safe, high-performance formulas that were both wearable and expressive – a true reflection of her personality.

What makes our products unique?

Living with an autoimmune disorder pushed Alena to scrutinize the ingredients she used, seeking formulas that wouldn’t compromise her health. Many products on the market today disrupt hormonal balance or contain carcinogenic substances. Alena’s mission became clear: to create talc-free, clean, non-toxic makeup with ingredients that not only look good but feel good. Beyond safety, she infused her formulas with skin-loving ingredients (or hair-loving for lashes), ensuring each product nurtures as it enhances.

Why do we love what we do?

Whats Up Beauty focuses on achieving a natural, skin-like finish for complexion products while embracing drama for the eyes with bold elements like duochrome eyeshadows and volumizing mascaras. We love what we do because we believe makeup is a powerful form of self-expression that balances everyday elegance with trend-forward edge. Alena strikes this perfect balance, empowering beauty lovers to express themselves confidently and creatively every day.

What is the design vision behind the products?

Drawing from her background in nail art, Alena brings an artistic touch to her products. She prioritizes innovative textures like intricate embossed details and marbled powders, turning each item into a collectible work of art. From eyeshadow palette covers with tactile textures and mixed finishes to the finely detailed embossing on lipsticks and highlighters, every element is designed to delight.

Why choose Whats Up Beauty?

Whats Up Beauty is more than just makeup – it is a celebration of self-expression, artistry, and clean beauty. The brand offers fun, wearable makeup that delivers high performance without compromise, empowering beauty lovers to enjoy thoughtful, skin-friendly formulas with a sustainable, conscious approach.

Product Dimensions ‏ : ‎ 4.72 x 0.67 x 0.67 inches; 1.76 ounces
Manufacturer ‏ : ‎ Whats Up Nails
ASIN ‏ : ‎ B0CB9VNBF3
Best Sellers Rank: #72,601 in Beauty & Personal Care (See Top 100 in Beauty & Personal Care) #543 in Mascara
Customer Reviews: 4.4 4.4 out of 5 stars 43 ratings var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });
Made in Italy, Clean, Cruelty Free. Formulated with active peptide Biotinoyl Tripeptide-1 and Vitamin B5 (Panthenol) for lash strength and hydration.
Add volume, length, curl, and definition to your lashes with Watch Me! Mascara, the perfect way to bring your eyes to life and radiate confidence! Our clean, thoughtfully crafted formula is free from known toxic and carcinogenic ingredients such as Carbon Black. Formulated to hold curl all day with a flake-free finish, it delivers a flawless look from morning to night.
The innovative hybrid brush features twisted wire bristles to build volume, paired with a silicone comb that defines, lengthens, and curls each lash. Formulated with the active peptide Biotinoyl Tripeptide-1, which supports stronger, healthier lashes, and Vitamin B5 (Panthenol), which hydrates and visibly thickens lashes. This Italian-made formula offers buildable coverage while supporting lash health.
How To Use Hybrid Brush: Begin by applying one layer of mascara on your top and bottom eyelashes with the twisted wire bristles. Immediately switch to the silicone comb and brush through top lashes to help define, curl and add length. For a more dramatic look, let mascara dry for a couple of minutes and repeat both steps.
Net wt. 0.34 fl oz (10 ml). Component size: 4 3/4 in (120 mm) x 11/16 in (17 mm) x 11/16 in (17mm).