Jenny McCarthy Launches Line of Vegan Eyelashes: 'I Was Sick of Looking Like It Was Halloween' (Exclusive)

Jenny McCarthy is launching a new line of cruelty-free eyelashes.

The Masked Singer host, 51, who launched her makeup company Formless Beauty in 2021, says the lashes are different from any she has tried in the past.

"I don't know if you've ever tried or wear strip lashes, but I was out of my mind with them because they are all so heavy," she tells PEOPLE. "How are we wearing these lashes that literally go past your eyebrows, and you're looking like it's Halloween? I wanted a natural-looking lash with a thin strip that was light and fluffy."

Formless Beauty started with lip glosses and expanded to eyeshadow and mascara; now she's adding 3D Faux Mink Lashes to the mix. 

McCarthy says she was inspired by a desire to not put any potentially harmful ingredients on her body. 'I was personally looking for makeup that was what they call 'clean.' "

After plenty of research, she says she and her small team crafted what she says is a product she's proud of. 

"I probably spend 13 hours a day working on this brand," she says. "I am knee-deep in the testing, with researching and then trying it out," she says.

At the same time as the lashes, she's launching the 12-Piece Master Brush Set — and she's proud that the collection won't break the bank.

"We curated 12 essential brushes that you could have for a lifetime that come with a beautiful travel case that is affordable," she says. "Other brushes are so expensive! And their quality is out of this world. I'm just so proud. This is the little makeup company that could, but for those of us that believe in total transparency when it comes to ingredients."