Black Friday isn’t just about discounts and BOGOFs, Kim Kardashian West is setting a trend (as per) and using it to launch her KKW Beauty holiday collection.

And the 37-year-old is using the same day to launch her first mascara.

While the formula is being kept under lock and key for now, the super fluffy, bristle brush looks like it will give you out of this world volume and the brand claims the mascara is super creamy, long lasting and will instantly define lashes.

Judging by the photos of Kim wearing it on Instagram, it seriously delivers.

It can be bought alone for $18 or as part of The Glam Bible Smokey Volume I – described by KKW Beauty as Kim’s glam essentials.

This also includes a new six shadow eye palette, two Crème Lipsticks, false lashes, a Crème Eye Liner, Crème Lip Liner, KKW lip gloss, blush, and highlighter and 3 accessories; a puff, sponge and pencil sharpener, all for $150.

In true Kardashian style, Kim announced the launch of her brand’s first ever mascara in a post on the KKWBeauty Instagram.

It said the mascara is “an intense black, the first ever #KKWBEAUTY Mascara instantly defines and creates fuller and thicker lashes with just one coat.

"Available for purchase individually for $18 or in the Glam Bible Smokey Volume I for $150 this Friday, 11.23 at 12PM PST (8pm GMT) only at KKWBEAUTY.COM”

Fans were quick to share their excitement about the launch, with one commenting “frick I REALLY want this” and another “That’s what I’m talking about!! ? Gorgeous!!??”

If you’re planning on making an order, it’s your lucky day; “Starting TOMORROW, 11.22 at 6PM PST (that’s Friday at 2am for those of us in the UK) get 30% – 50% off all lip & face products, Eyeshadow Palettes, Flashing Lights, Ultralight Beams, Contour Kits, Powder Contour & Highlight Kits, Highlighter Palettes and more.

Excludes new Glam Bible collection, cosmetic bag and tools. Discount applied on site, no promo code needed. Sale ends Saturday, 11.24 at 11:59PM PST only on KKWBEAUTY.COM”

If you don’t want to run the risk of customs charges, here are our favourite fluffy brushed mascaras you can buy on UK soil…

  • L’Oreal Paris Paradise Extatic Mascara, £11.99, buy now

  • NARS Climax Mascara, £21, buy now

  • Maybelline Total Temptation Mascara, £8.99, buy now

  • Lancome Monsieur Big Mascara, £21, buy now

Looking for a new concealer? This £2.80 budget buy can even hide tattoos.

If you love a beauty bargain check out the latest Black Friday deals ahead of the big day.

Need a new perfume? These high street fragrances are as good as designer EDPs.

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