The Pillow Talk Push Up Lashes! Mascara officially launches today.

To say everything that Charlotte Tilbury touches turns to gold is somewhat of an understatement – the queen of creating a waitlist, it’s rare that a new product drops without huge fanfare. Take the Pillow Talk Push Up Lashes! Mascara, for example. The mascara, which is the newest addition to the Pillow Talk family, launches today and has garnered a 45,000-person strong waitlist.

The mascara features a new brush innovation from the brand, with a flat side that offers load and lift and bristles to comb and lift. The combination allows you to coat all of your lashes with ease, separating and lengthening each lash for a wide-eyed finish that stays put for 24 hours. The intensely black formula – which contains a naturally-derived lash-lifting polymer that helps lashes to stretch and flex, as well as Carnauba wax for weightless volume – is smudge and humidity proof and is also infused with a conditioning active to help lashes look and feel thicker.

As for how to use the mascara to achieve its maximum effect, Tilbury says, “Use the flat side of the wand to load the mascara onto lashes, then zig-zag the bristle side upwards from the root for a full push-up, full volume effect. Use the bristle side for a more defined look that magically magnifies and amplifies the look of your lashes.” If you love an effortless, bold lash, this is the mascara for you.

The new Pillow Talk Push Up! Lashes Mascara launches today at charlottetilbury.com and is $34 for the full-size or $18 for the travel size.