COVERGIRL is kicking off 2026 in motion, unveiling its “Ready. Set. Wrap.” campaign to launch the brand’s first‑ever tubing formula, Eye Enhancer Wrap Tubing Mascara, fronted by U.S. sprinter and three-time gold medalist Gabby Thomas.
COVERGIRL’s first tubing mascara
With Eye Enhancer Wrap Tubing Mascara, COVERGIRL steps into the tubing category, targeting consumers who want the drama of lash extensions with the practicality of everyday wear. Engineered for up to 30-hour wear, the formula is designed to deliver bold, lifted lashes that stay put through sweat, humidity, and long days.
The mascara features an ultra-stretch formula paired with a flexible tapered brush that wraps each lash in lightweight “tubes” for instant definition and a visible lash-extension effect. This tubing technology aims to eliminate common mascara issues—no flaking, smudging, or smearing—while still removing easily with warm water at the end of the day.
“Ready. Set. Wrap.” goes to the track
To bring the high-performance positioning to life, COVERGIRL tapped Gabby Thomas, whose elite sprinting career mirrors the endurance claims of the new mascara. In the “Ready. Set. Wrap.” campaign, Gabby Thomas puts the product to the test on the track, embodying speed, power, and stay-put glam in motion.
“At COVERGIRL, we champion confidence, and the power to push past limits. Gabby Thomas embodies these values every time she steps on the track,” said Mary Santangelo, Senior Vice President, COVERGIRL Global Marketing at COTY. She added that Gabby’s strength and determination mirror the high-performance innovation behind the new mascara, making her the ideal face to inspire a new generation of COVERGIRLs.
Gabby Thomas on glamour and performance
For Gabby Thomas, the partnership bridges two worlds she knows well: elite sport and camera-ready beauty. “I’m so thrilled to be part of the latest COVERGIRL campaign,” said Thomas. “In track, there is a long pedigree of looking glamorous on the start line. I always say, ‘Look good, feel good, run good’ and that means my look needs to be camera ready while also being ready to move. With the Eye Enhancer Wrap Tubing Mascara, I feel ready for all eyes on me.”
Her role underscores a broader shift in beauty toward performance-tested claims and athlete-fronted storytelling, especially around long-wear and sweat-proof launches. By having Gabby demonstrate the mascara in motion, COVERGIRL underlines that this is not just a studio product, but one meant for real life, workouts, long workdays, and nights out alike.
High impact wear, gentle removal
A key advantage of tubing mascaras is their removal: rather than needing heavy rubbing or strong removers, the tubes slip off lashes with warm water and light pressure. COVERGIRL positions Eye Enhancer Wrap Tubing Mascara as both sweat-proof and water-resistant, yet still gentle enough to remove without tugging at lashes or delicate eye skin.
This balance, high-impact wear that can last up to 30 hours, combined with an easy, non-irritating removal step, targets consumers who are tired of raccoon eyes but wary of harsh cleansing routines or lash breakage.
Retail rollout and accessibility
Starting in January, Eye Enhancer Wrap Tubing Mascara will roll out nationwide, available “wherever COVERGIRL is sold” in the makeup aisle, including major drugstores, mass retailers, and ecommerce. Consistent with the brand’s long-standing positioning, the new launch is designed to be both accessible and affordable, bringing tubing technology to the mass market.Founded in 1961, COVERGIRL has built its reputation on inclusive, wallet-friendly color cosmetics and in 2018 became the largest makeup brand to receive Leaping Bunny approval from Cruelty-Free International, confirming that all products meet cruelty-free criteria wherever they are sold. As part of the Coty portfolio, the brand continues to lean into campaigns that champion confidence and self-expression for a diverse range of consumers.
