The Cult of Dior’s Revolutionary Mascara, Diorshow

Dior’s revolutionary mascara, Diorshow, dates to October 2002, when John Galliano’s trusted makeup artist, Pat McGrath, used toothbrushes to create a plush, fluffy base for false eyelashes on the designer’s runway models. The technique inspired Dior to introduce a limited-edition run of its “big brush” mascara later that winter, giving runway watchers the false-lash effect at home.

Diorshow sold out faster than any makeup product the French luxury juggernaut had ever debuted. “If you didn’t have it in your kit, you were not in the game,” says Gina Brooke, a makeup artist who started using the mascara on Cindy Crawford and Madonna. “But Dior made dramatic, no-clumping lashes that don’t flake possible for the everyday person, too.” Diorshow returned permanently in 2004 and is now the third best-selling mascara in the world. This June, a fine-tuned version will hit the market, bolstered by tiny microfibers to create an even thicker finish and packaged to limit air from degrading its rich, glossy formula (available in four colors). Explains Dior’s creative director of makeup, Peter Philips, “There’s always a place for improvement.”