Lilly Lashes is tapping into burgeoning Y2K nostalgia with a limited-edition Bratz collaboration.
Available now on lillylashes.com and TikTok Shop, the collection includes four new lash styles inspired by the original dolls: Sasha, Jade, Yasmin and Cloe. Designed with the brand’s trademark self-adhesive technology that activates with body heat, the sets, $9.99, range in length and fullness — from natural, half sets (Cloe) to full, “in your face” extensions (Yasmin). Sasha and Jade are somewhere in the middle.
The collaboration debut coincides with Bratz‘s 25th anniversary.
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“Our brand is the ultimate accessory for the ultimate glam girl,” said founder Lilly Ghalichi. “We are the number-one lash brand the ‘It’ girl wears, and I feel like Bratz are the ‘It’ girl of dolls. So when we got the opportunity, I was so excited and thought it was the perfect way to bring Lilly Lashes into the doll world.”
On why Ghalichi tapped Bratz over Barbie, the entrepreneur told WWD the diva dolls better aligned with the age and aesthetic of her consumers. Plus, she has a personal connection to the franchise. “When Bratz came out, it was the first time that a doll not only looked like me, like an olive-skinned, brown-haired, brown-eyed girl, but she was over-the-top fabulous,” she said. “Bratz dolls, they have all the things; they have the purse, the glam, the accessories, the furs, and so it was such a pivotal moment for me as a young girl. I remember being in college and buying the Bratz dolls, and when we wanted to do a collaboration, Bratz was top of my mind. They’re fabulous.”
In addition to the special-edition sets, Lilly Lashes is bringing the Bratz collection beyond the box with a campaign featuring four real-life “It” girls. The star-studded lineup includes former “Love Island USA” islanders Vickala Gray and Vanna Einerson, as well as beauty influencers Fernanda Zambrana and Yasmeen Nicole.
“We tried to find girls that embodied the Bratz characters, and all of these girls were already Lilly Lash lovers and wearers,” said Ghalichi. “The team handpicked who they thought either looked like them, their style embodied them and their personalities. It was a fun shoot to see it come to life, because it’s literally like looking at the Bratz dolls themselves.”
Bratz commemorated its silver anniversary in May, adding a new doll, Gaia, to its assortment. The household franchise also announced the arrival of fresh accessories, apparel, entertainment and a podcast titled “Bratz Chatz,” hosted by the dolls themselves. Speaking with WWD at the time, the company teased a wider plan to solidify its position in pop culture, which included buzzy collaborations like this, launches and more content drops as it heads into the second half of 2026.
