Text: Irina Kuzmicheva
Mascaras have repeatedly prophesied extinction and oblivion. Nevertheless, it remains the most popular makeup product: for example, in the UK, about a third of women between the ages of eighteen and sixty dye their eyelashes every day. In the meantime, brands of all stripes disagree with the predictions are releasing new and updated versions. We've selected mascaras that suit all occasions - whether you like to dye in the gym or prioritize product ethics.
Pat McGrath Labs FetishEyes Mascara
Pat McGrath already released mascara in 2017 - then, in the Dark Star collection, the limit remained in the shadow of a duochrome palette for eyes and lipsticks with gold lips on a tube. The second take, called FetishEyes, has every chance to move both Lancôme Hypnôse and Dior Diorshow off the pedestal, to which the important makeup artist also had a hand in creating.
It's not even about the formula with peptides, which should strengthen the eyelashes (and seem to protect them from damage). And not in the dull tip of the brush, to which excess mascara does not stick. Spending most of her life on set and backstage, McGrath has made an alternative to false eyelashes: “natural effect” is not about FetishEyes. Count on no less than Twiggy's eyelashes from Prada's spring / summer 2019 show, where she debuted mascara.
Clarins Wonder Perfect Mascara 4D Mascara
The Wonder Perfect Mascara, updated inside and out, changed the usual outfit of yellow gold color to pink gold on the way, and at the same time acquired a 4D prefix. No weird marketing pleasures like vibration or wind in your face are promised. But the brand guarantees bend, separation, length and volume. The last two criteria are not only a visual effect: by the end of the tube the eyelashes, according to the manufacturer's promises, should become thicker thanks to panthenol and damask rose wax.
L'Oréal Paris Very Different Unlimited Mascara
Flexible brushes are nothing new, givenchy and Shiseido have already tried them. But the L'Oréal Paris version turned out to be at least much cheaper. The trick with a stick bending at a right angle is also not a form factor for the sake of it: it is really more convenient to paint over the upper eyelashes at the roots and not leave lumps on the lower ones. Around the clock endurance and lifting are promised - whatever that means. In addition, the French locomotive did not pass by the Asian fiction - thermal touches: Very Different Ultimated is washed off with warm water without the participation of special make-up removers, which does not cancel walking in the rain without the risk of getting black smudges.
Shiseido ControlledChaos MascaraInk
The press release of the novelty, as is customary for the brand, poetically communicates calligraphic ink, the harmony of "wa" and the energy of Tokyo. The prose of life is as follows: an excellent persistent mascara, with which, if desired and with minimal skill, you can calibrate eyelashes from “they are like this since birth” to “spider paws are still in vogue”. To help, a mix of hard and soft waxes with polymers and a tricky brush: two concave sides add volume, and the other two, flat ones, raise the eyelashes. And it is also the only mascara in our selection that was made not only black, but also emerald, purple and blue, as on the monochrome canvases of Yves Klein.
Mascara Able Cosmetics No Mess'Cara Mascara
Makeup artists often use plastic cards so that ink does not get imprinted on the eyelids of models. Able Cosmetics solves this problem with a rubber fishtail attachment. Applying it in turn to the upper and lower eyelids along the lash line, use the brush as usual. There are some inconveniences: both hands are busy and after each use the "tail" has to be washed. But from the result - length, volume, bend - we subtract the smear on the eyelids.
Maybelline New York x Puma Smudge Resistant Mascara
It is logical that the collaboration with the sportswear brand is addressed primarily to people who use the fitness membership for their intended purpose (and not like the “tail” of Able Cosmetics).Therefore, instead of increasing the length by five hundred percent and the "fan" effect, the stake is made on what will be really comfortable in the gym if you prefer to wear makeup for your workout. The declared twenty-four-hour durability will save you from surprises both on cycling and on a run: you should not dive with it, but the formula will withstand the sweat on your face for sure.
Kiko Milano New Green Me Volume Mascara
Ten years ago, when green brands were a minority, it was as difficult to find decent eco-ink as it is today to find a surface not painted with Lampas. Today, adherents of natural cosmetics suggest dyeing eyelashes not with a mixture of charcoal and castor oil, but with a composition that is 99% plant-based (but not entirely vegan: the formula contains beeswax) and at the same time is not inferior in basic characteristics to conventional versions. In the case of Kiko Milano, you can't even find fault with the packaging: it is made of paper with organic residues of coffee and citrus fruits, wood and recyclable plastic.
Mascara Wycon Cosmetics Volume Express Mascara
Wycon Cosmetics has more than two dozen modifications of mascara in stock, but this is not a reason for the brand to stop there. In the new edition, the brand has placed a volume, a glossy finish and jojoba oil in one bottle, which has a positive effect on the density of eyelashes. In the meantime, you are waiting for the increase, Volume Express will turn almost any eyelashes into dolls.
Beautynotions Immaculash 360 Mascara
Five years ago, Sephora had the Upside Down double-brush mascara, which Huda Kattan spoke favorably about. And Immaculash 360 mascara appeared in November last year, becoming the debut product of Beautynotions. You can also use brushes separately: the thick one is responsible for bending and fluffiness, the thin one gets to short eyelashes in the inner corners of the eyes. Working in pairs, they paint over the eyelashes from all sides, thanks to which the volume and color remains noticeably more. Loosely holding the eyelashes between two brushes - thin on top, fluffy on the bottom - you need to press the button on the handle to move the sticks together and swipe from the bottom up. To do these manipulations is actually faster and easier than it seems.
CoverGirl Exhibitionist Mascara
The new Exhibitionist Mascara is too simple (well, except for the name) - at first glance. The official description of the merits resembles a telegram, not a full-length press release, which is great. The novelty just does what it should: visibly change the lashes, if the priority is length and separation. The consistency is exactly in the middle between dry and wet, eliminating sticking, lumps and prints. It is curious that the brand has found a way to diversify everyday shades: there is very black, black-brown and just black. Another good news is that at the end of last year, the company received official certification from Leaping Bunny Cruelty Free International. CoverGirl is now the world's largest beauty brand making cruelty-free products.
PHOTOS: Pat McGrath, Skincity, Feelunique, Rive Gauche, Able Cosmetics, Wildberries, Kiko Milano, Wycon, BEAUTÉNOTIONS, Walgreens