Key Takeaways:

• Urban Decay’s new Tube Job Mascara marketing campaign options Mariah the Scientist in a TikTookay Shop-exclusive launch.
• The marketing campaign’s “Lift Lab” theme attracts on Mariah’s science background and stage persona.
• Mariah continues to develop her model presence, following her current SKIMS vacation marketing campaign.

Mariah the Scientist was a biology main at St. John’s University for 3 years, and though she dropped out to pursue music, the “Burning Blue” singer nonetheless is aware of a factor or two about science. On Monday (Dec. 15), Urban Decay tapped her for its latest mascara launch.

“Is it a crime to want a little lift?” Mariah requested in a single video, referencing her Kali Uchis collaboration “Is It a Crime.” In one other clip, she introduced viewers into the Lift Lab to introduce Urban Decay’s Tube Job Mascara, which launched solely by way of TikTookay Shop.

“No droopy tubes. It’s Mariah the Scientist, and welcome to my Lift Lab. My newest experiment: the Tube Job. Out with the old, in with the tube,” she mentioned. “The tubing technology wraps every lash like a tiny coat. No lash left behind. Instant length, instant lift. Scientifically proven to put an end to raccoon eyes.”

The HEARTS SOLD SEPARATELY singer closed the video with one other wink at her stage identify: “I’m a scientist, I should know.” Take a glance under.

“I’ve been a huge fan of Urban Decay for at least a decade — it’s always been this bold, contemporary brand for me,” Mariah mentioned in a press statement, explaining that her sister first launched her to the cosmetics line. “She was always on YouTube; she bought the All Nighter spray, and I would take things from her makeup bag when I was building my own expertise.”

“Atlanta girls love a sculpted brow, they love a lined lip with some gloss, and I feel like more recently they’re steering away from the lash extensions,” she continued. “I wore the Tube Job mascara on my bottom lashes; it was real cute.”

Urban Decay’s Tube Job Mascara advert is one in every of a number of model partnerships followers have gotten from Mariah forward of Christmas. Just final month, she starred in SKIMS’ holiday campaign with Ken Carson, North West, Madeline Argy and others.