To celebrate its 40th anniversary, America's best-selling mascara and makeup artist favorite Great Lash is getting revamped by Max Azria, Tracy Reese, and Vivienne Tam.

The fashion designers are taking cues from their own collections to reinterpret the now iconic pink and green tube, honoring Maybelline New York's "fashion heritage": the mascara gets used at most shows during fashion week.

The results will be available at Target stores from September, retailing for $6.99 per tube.

According to the brand, more than 20 million tubes of Great Lash are sold each year in the US alone, translating to one flying off the shelves every 1.7 seconds.