Rihanna's Fenty Full Frontal mascara was a long time in the making

Rihanna has been working on her Full Frontal mascara from "the very beginning", according to Priscilla Ono, Global Makeup Artist for Fenty Beauty.

Priscilla Ono, Global Makeup Artist for Fenty Beauty, has revealed that the new volume, lift and curl mascara - which was unveiled this week - has taken Rihanna a "long time" to develop and everyone is "very excited" about it.

She said: "I think this is the thing people are excited about, because I think they thought we were going to launch with it first. 

"This is something that usually comes at the get-go. But it was something we were working on at the very beginning. And Rihanna was working on this way at the beginning. But she's so particular that it took a long time for her to develop. 

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ONE brush-head, two sides! 🤝#FULLFRONTALMASCARA has an exclusive FLAT-to-FAT brush to expose all your lashes! ⠀ Our do-it-all mascara volumizes, lengthens, lifts and curls in a water and smudge-resistant, lightweight formula! ⠀ Get it NOW online and in-store at fentybeauty.com, @sephora, @bootsuk, @harveynichols, and #SephorainJCP

A post shared by FENTY BEAUTY BY RIHANNA(@fentybeauty) on Jan 16, 2020 at 2:16pm PST

"She's very much into mascaras that don't look grey and she hates when they turn grey. So this is actually the blackest it can get, and it has a really nice shine to it, so it makes your lashes look healthy and pretty."

And the 31-year-old singer likes "trying and inventing new things" with her makeup line and would always urge people to use her products for whatever they choose rather than necessarily when they were intended for.

She added: "For her, she doesn't use products based on what they're used for. She doesn't go, 'This shadow is only for your eyes.' No, she'll use it as a highlighter, she'll use it anywhere. That's how she wants her makeup to be. She wants you to have fun and explore and be your own artist. We are always trying and inventing new things."

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Who‘s hype about #FULLFRONTALMASCARA? 👀 It’s comin at y’all with an ultra black, water and smudge-resistant formula and excluisve flat-to-fat one head, dual-action brush that lifts, loads, defines and curls your lashes. Y’all ready? Get it when it drops JANUARY 16 at fentybeauty.com, @sephora, @bootsuk, @harveynichols and #SephorainJCP

A post shared by FENTY BEAUTY BY RIHANNA(@fentybeauty) on Jan 11, 2020 at 10:01pm PST

And Priscilla has vowed that Fenty would only get "better and cooler".

She told E! News: "Fenty is only gonna get better, cooler and easier for you to do your makeup. Because, for Rihanna, she just wants you to have a good time while you're doing your makeup. It shouldn't be complicated either, it should be fun."