“Hook ‘n’ Roll” is absolutely my new favorite thing to say…
Benefit threw a huge party last week in celebration of their brand new mascara, Benefit Roller Lash, a super cool new mascara that hooks, lifts, and curls lashes. Now, at first glance, I was all “cool, yet another decent mascara” but then, after hearing the story behind the idea for it, I was absolutely intrigued. For one, it was inspired by those old-fashioned plastic pink rollers (see photo at the bottom of the post) because they too have those little hooks that really lift and curl hair.
The mascara’s unique “Hook ‘n’ Roll” brush is coated in tiny, soft hooks, which catch onto and lift, curl, and separate each lash instantly. The brush works with any eye shape or size and varying lash types (it works especially well with short or straight lashes that won’t usually hold a curl). The mascara itself is inky black with a satiny finish, doesn’t smudge or flake, and contains provitamin B5 for lash-conditioning benefits.
Research results (see, this stuff is PROVEN):
In a consumer panel survey on 31 women after four weeks:
– 94% said eyes look more wide open
– 97% said it visibly lifts lashes
– 87% said it gives long-lasting curl
So Roller Lash isn’t actually available until MARCH but you can buy it in advance HERE on Birchbox.com. You’re welcome, in advance.
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