I bought this mascara pretty soon after it was first released and I've mentioned it a couple of times before (1, 2, 3), but never sat down to write a proper review yet. I'm sure you've all heard it being mentioned and raved about on several youtube channels and beauty blogs in the past months, but it really is that good that it deserves all the attention it has gotten.
First of all, I love the packaging. I think Benefit's design team is always on point with their ideas for product packaging and besides that their flagship store in downtown San Francisco is also super cute. The mascara comes in a black tube with a pink rubbery lid. It's design is reminiscent of hair rollers which is also the main claim of the mascara - lifting and curling the lashes without using a
torture device lash curler and holding the curl for up to 12 hours. There's 8,5 g/0.3 oz. of product inside.
The special thing about this mascara is the wand. I normally prefer natural bristles, because I often end up poking myself in the eye with long bristles. The brush on this mascara wand has two sides; one of them features longer bristles and is more curved, while the bristles on the other side are almost like small hooks that catch and style the lashes, very short and slightly tapered. I have to admit that I've stopped using a curler when I use this mascara, because it does the job so well (unless I have a special occasion and want to make my lashes look more prominent). I often find that mascaras don't hold the curl on me for more than a couple of hours, and by lunch time my lashes start to look mediocre. Besides curling the lashes, this mascara also holds the curl on me for the entire day (easily 12 hours like it claims), and while it defines and coats the lashes with a formula that is not too thick or watery it also doesn't smudge or flake off (I don't usually rub my eyes, but if you do, flaking could be an issue). The formula is not waterproof but stays on the lashes well and also removes easily with a cleansing oil.
It looks great with the first coat I apply, lifting and curling the lashes and adding some length. I normally wear 2 coats (the 2nd coat adds some volume) but can get away with 3 coats without it clumping on the lashes.
On my eyes (I've also used the Kat Von D Shade & Light Contour Palette to define my eyes a bit):
I like this mascara a lot more that Benefit's They're Real. If you're buying it in Europe the price is quite steep, even though I like the formula and the effect it gives so much. Some bloggers have compared it to Maybelline's Lash Sensational mascara, that has a similar brush, but I haven't tried it yet, so I can't add my opinion about it. I bought mine from Look Fantastic; if you're from the States you can get it at Sephora.