The Matte Black Collection features the most mink-like false eyelashes, a 3D Volume Effect, and a Diffused Matte Finish, the Blackest Black color.

The product development team initially aimed to highlight the 3D Volume Effect as the core concept. However, the concept needed a transformation after considering competitors with similar product technology. The focus shifted toward the product's differentiating features, namely the unique combination of a Matte Finish and the Blackest Black. It led to the rebranding as Matte Black, emphasizing visually captivating elements rather than technical details. The branding strategy revolved around powerful imagery, employing black-and-white aesthetics to create an artistic campaign.

When the teaser image and video were released on social media, it generated unprecedented attention, resulting in record-breaking sales and a significant number of 'Likes' within a remarkably short period.