Ask any makeup lover what actually removes waterproof mascara or full-coverage foundation without a fight, and they’ll likely mention BFMR ($35). The cult-favorite mist, which stands for Best F*ing Makeup Remover and created by celebrity makeup artist Jamie Greenberg, has a loyal following among everyday users and celebrities alike, as well as among drag performers, thanks to one simple promise, according to Greenberg. That’s because of one promise: it dissolves and removes even the most stubborn makeup without stripping the skin. Now, five years after its initial debut, Greenberg is relaunching BFMR with an updated formula and packaging shaped almost entirely by customer feedback.

While the previous version’s glass bottle gave BFMR a luxurious presence on the vanity table, enthusiasts felt there was room for improvement. “The glass was too heavy,” Greenberg exclusively said on a recent episode of Beauty Authority. “We listened to what people wanted and created something that you can hold in your hand. It’s so light that you can even travel with it.”

The new bottle retains the brand’s signature artist-designed packaging, while replacing the original glass for a lighter design. Fans also wanted more hydration, so Greenberg quietly increased one of its key ingredients. “They wanted a little more hydration,” she said. “So we added a little more stimulation with jojoba oil. It’s just a little bit, but you can feel it.”

The reformulated mist is based on squalane, which softens the skin and supports the moisture barrier, and vitamin E, which provides antioxidant benefits. Non-comedogenic, clean, vegan and Leaping Bunny Certified Cruelty Free.

For Greenberg, the product was born out of a gap he kept encountering on set. “I wanted something nutritious that would remove everything, including waterproof makeup,” she said. “I wanted to use it on sensitive skin as well. I didn’t want it to sting, and I wanted it to be moisturizing as well.”

The method quickly built a following. “It spread like wildfire,” Greenberg said. “We sell refills every week.” Drag performers in particular have become loyal customers, ordering “by the bushel,” in her words. This is because it is one of the only removers that can completely remove the charm in one go.

This relaunch coincides with another new release from the brand. Eye Black ($12) is a precision-advanced performance eye black for women and girls in sports, inspired by Greenberg’s daughter’s softball career. She designed the two to work as a pair. “The most important thing about this is that you need BFMR mist to completely remove it,” Greenberg said. “So they’re like the perfect duo.”

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