Mascaras have gotten really, really interesting of late. Probably because so many people obsess over the length of volume of their lashes, that the beauty brands have poured so many resources into developing lash products that come with a high level of innovation, all in a bid to give you the longest and most voluminous lashes in the shortest time possible. Here are the ones that have gotten our attention recently.
Maybelline The Falsies Push Up Angel Waterproof Mascara
What’s innovative: The tapered brush, which has a curved edge and bristles increasing in length from top to bottom. This helps sweep the lashes towards the outer corners of the eyes, to give them a lifted, winged effect that opens up the eyes – much like how a cat eye does.
$21.90, available at Watsons, Guardian, Sasa, and major supermarkets and department stores
M.A.C Bold & Bad Lash
What’s innovative: We couldn’t even tell this has two brushes in it at first! While that isn’t a new trait, but what’s cool about this very boldly-packaged mascara from M.A.C is that each brush is held in a separate chamber, each with a different formula. The larger brush for the top lashes is for boosting volume, while the bottom one is for creating definition.
$38, available at M.A.C stores and counters from 1 August 2017.
Dior Diorshow Pump ‘N’ Volume
What’s innovative: Don’t worry, this mascara doesn’t involve going against everything we’ve been told about taking care of our mascaras, and pumping air into the tube. Instead, it’s about squeezing the tube to make the flexible elastomer formula more fluid; the brush will then coat lashes generously with this formula to, as they say, pump up the volume. Squeezing before each use also ensures the formula that goes onto the brush is more “fresh”.
$53, available at the Dior Beauty store and counters.
Mamonde Big Eye Long & Curl Mascara
What’s innovative: Meet what Mamonde calls the “BonBon Brush”, an hourglass-shaped bristle applicator that’s made of alternating hard and soft sections – the hard material for curling, lengthening and separation, and the soft parts for even application of the product onto individual hairs.
$22, available at Mamonde counters and Lazada.
Sephora Outrageous Curl – Dramatic Volume and Curve Mascara
What’s innovative: The applicator was designed to look like a mini rounded hairbrush for your eyelashes, so you can give them a blowout too. The rounded contours makes it possible to reach the lashes from the roots and coat them all the way to the tips, while diagonal bristles separate individual lashes.
$26, available at Sephora stores and sephora.sg.
IT Cosmetics Hello Lashes 5-in-1 Mascara
What’s innovative: That lash ball detailer tip, what is meant to be held perpendicularly to your face, to really prop up your lashes. The formula itself’s pretty powerful too, promising to boost lash volume by almost 5 times, with an ingredient list containing collagen, proteins and amino acids.
$42, available at Sephora ION and sephora.sg.
Estée Lauder Pure Color Envy Crystal Lash Top Coat
What’s innovative: Um, the sheer fact that this is a glitter top coat for your lashes? The glitter pigments are suspended in a clear film that you’re supposed to apply after your regular mascara has dried, using a felt doe foot applicator.
$44, available at the Estée Lauder store and counters from September 2017
Main image: Maybelline
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