The No Makeup Makeup founder adds a new product to her expanding brand, Perfect Swipe Mascara, which pairs instant definition with ingredients designed to support softer, healthier-looking lashes

NEED TO KNOW

• Victoria Jackson’s No Makeup Makeup brand has launched Perfect Swipe Mascara, combining lash definition with conditioning care
• The mascara features a trademarked Longevity Lift Technology and is designed to address changes in lashes over time
• Jackson’s career spans more than 40 years, emphasizing makeup that enhances natural beauty and meets women’s evolving needs

During a recent visit to QVC headquarters with cosmetics pioneer Victoria Jackson, she let me in on a little secret: No Makeup Makeup was about to launch a mascara.

And not just any mascara. The beauty industry trailblazer was putting her signature multi-tasking philosophy to work on lashes, with a formula designed to deliver instant definition while also caring for them over time.

Fast-forward a month and No Makeup Makeup’s Perfect Swipe Mascara, powered by the brand’s new Longevity Lift Technology, is officially here in two shades, Soft Black and Dark Brown. The brand’s proprietary conditioning complex is designed to help support softer, healthier-looking lashes.

“It’s amazing,” Jackson told me before heading out on a QVC set to sell her hugely popular foundation with FlexShade Technology. “I don’t put a product out unless I think it’s the best.”

Priced at $40, the 2-in-1 formula is packed with Pro-Vitamin B5 and moisture boosters including jojoba oil and glycerin. The idea is simple: Give lashes the lift, definition and color you expect from mascara, while also giving them a little extra care in the process.

“Women’s lashes change over time, but mascara hasn’t changed with them. Perfect Swipe is a true 2-in-1 innovation delivering beautiful, naturally defined lashes instantly while conditioning and caring for them with every wear,” Jackson says. “It’s mascara designed to meet women where they are today.”

That notion of meeting women where they are has been central to Jackson’s career since she first entered the beauty business. Her original Victoria Jackson Cosmetics launched in 1986, at a time when the beauty landscape was dominated by the bigger-is-better aesthetic of the decade. Jackson took the opposite approach, building her brand around what she called “no makeup makeup,” a term she would later trademark in 2000.

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Under her mantra, “When you look better, you feel better and when you feel better you can change the world,” Jackson used her makeup line and hugely popular infomercials to educate women about beauty while encouraging them to use makeup to enhance, rather than hide, themselves. Her bestselling Beauty Survival Kit, a full face of makeup in one compact, became a phenomenon and helped launch her boundary-breaking career on QVC.

Nearly four decades later, Jackson returned to the beauty scene with No Makeup Makeup in 2024. And she says the philosophy behind the brand feels just as relevant now.

“I think now more than ever, people feel, ‘I don’t have to hide behind it all.’ Look at women like Pamela Anderson and Sharon Stone,” Jackson told PEOPLE in 2024 when the brand relaunched. “They’re feeling more confident in themselves and in their skin. That’s always been the philosophy of No Makeup Makeup.”

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Her return to QVC in recent years has made the new chapter feel even more full circle. Jackson says stepping back onto the set feels remarkably similar to her early infomercial days, when demonstrating a product live was as important as selling it.

“I love it. It almost feels like no time has gone by, which is amazing when I think about where I was. Usually before I go on, they show footage,” she shares. “There was one scene where I’m in my little miniskirt in Malibu 40 years ago or something. I love it, but it’s so much like my infomercials. It’s where I get to really connect with people directly and tell the story, and see the demos because there’s really nothing like live TV, especially in the world we live in right now with all the filters and everything. You can’t cheat live TV. You’re going to see those before and afters are real.”

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That emphasis on showing the product in action is still a big part of Jackson’s approach. Her current foundation, for example, uses FlexShade Technology and comes in 13 shades, which are demonstrated on 13 diverse models.

“You can really see the range and the technology at play,” she says. “I wanted the foundation to be simple, yet everybody feel represented, and really show what it does.” 

That same standard, she says, applies to the mascara. Perfect Swipe is the latest addition to a lineup that already includes foundation, lipstick, blush and a fragrance (that Oprah Winfrey swears by!), all built around Jackson’s preference for makeup that feels comfortable, uncomplicated and like a second skin. Even the brand’s lipstick has a skincare-minded angle: Jackson points to its hydrating formula which has made it a best-seller. But the mascara may be the clearest expression yet of her belief that makeup should do more than simply change the way something looks.

The brand says lashes can become thinner, shorter, straighter and more fragile over time, yet mascara has traditionally been formulated around the immediate effects of color, volume, length and definition. Perfect Swipe takes a slightly different approach, combining those cosmetic benefits with conditioning care.

“At No Makeup Makeup, we innovate for her changing beauty needs. It’s at the heart of everything we do,” says Alexis Alvich, CMO of No Makeup Makeup. “We saw that lashes change, too, so we created Longevity Lift Technology to give her the instant lift and definition she wants while caring for her lashes each time she swipes. It’s about meeting women with product solutions for where they are today.”

For Jackson, the interest in the science behind beauty has also evolved over the years. During our QVC conversation, she talked about how her daughter, Ali, has entered the entrepreneurial world with her own science-focused brand, Buzzie, an insect repellant. The mother-daughter connection even made its way onto QVC, where the two appeared together.

Jackson says her daughter took to the QVC set almost instinctively after growing up watching her mother sell beauty products.

“She got out there like she’s been selling her whole life. She’s like, “Mom, I’ve just been watching you.’”

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For Jackson, the enduring appeal of QVC is less about nostalgia than connection.

Of course, even after all these years, there is still a business behind the beauty. Jackson knows that better than most. QVC tracks sales down to the minute, and she remembers the days when producers would feed her instructions through an earpiece, telling her when to move on to the next product because something had sold out.

“It’s fun. There’s also a lot of pressure that goes into it because they’re tracking your sales per minute,” she says. “I know what my goal will be for the hour, and if you made goal or you went over goal, it depends on the time of day that you air. It’s a real science here too.” 

These days, though, Jackson prefers to leave the numbers to everyone else and concentrate on what she has always done best: connecting with the customer and telling the story behind the product.

“Now I just like to stay focused on what I’m talking about in the product and not about the sales,” she says. “It’s like the hosts can have all that going on, but I want to just talk to everybody that’s out there.”

More than four decades into her career, that may be the most distinctly Victoria Jackson part of the whole thing. The beauty landscape has changed dramatically since she first challenged the maximalist makeup looks of the ‘80s, but her basic idea hasn’t: Makeup should work for women, not the other way around. Now, she’s taking that philosophy from foundation to lashes, one swipe at a time.

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