Hot Launch: Four New Drugstore Mascaras

Just in time for the holiday season come four brand new mascara offerings courtesy of some of the biggest mass brands. From a buildable curl enhancer to an all-in-one, these lash enhancers put the finishing touch on party-ready doe eyes

Rimmel Super Curler 24HR Mascara

The challenge with many curl-enhancing mascaras is the effects don’t last: “What we noticed is that lashes tend to droop over time. Also, some of these mascaras tend to use materials that really don’t give volume,” explains Dhaval Patel, senior research and development director of Rimmel London at Coty. The solution, which took the brand 10 years and 500-plus experiments to perfect: the new Rimmel Super Curler 24HR Mascara, made with a curl-fixing polymer that, in testing, could coax a strip of paper to roll up. The formula is buildable—and can even be layered over another mascara as a “topcoat”—for a lasting wide-eyed look. —Wing Sze Tang

L’Oréal Paris Voluminous Superstar Mascara

The Voluminous family of eye makeup is expanding this season, adding a falsies-effect mascara. The two-step mascara comes with a primer, which volumizes with a corset-shaped brush, while the curled brush on the other end envelops lashes with a fibre-enriched, lengthening formula. —Kelly Clark

Revlon Ultimate All-In-One Mascara

This season, Revlon is discontinuing its existing mascaras, replacing them with an entirely new range. The brand wanted to eschew vague product names and claims, in favour of straightforward packaging. Accordingly, All-In-One—one of five November mascara launches—covers all the bases: volume, length, definition, lift and intense colour. The brush’s hollow core
deposits just the right amount of product, and the mini-oval shape grabs every lash. —K.C.

Maybelline The Falsies Push Up Drama Mascara

After experimenting with dozens of formulas and more than 10 brushes for this new take on The Falsies, Maybelline created a unique wand with cup-shaped bristles, which scoop and lift lashes into a 45-degree angle. The result is a dramatic, wide-eyed look, achievable with minimal coats. —K.C.

These write ups were originally published in the Winter 2015 issue of Cosmetics magazine. For more, download our iPad edition.