What it is:
A lengthening mascara that curls, volumizes, lifts, and separates lashes for an "out-of-here" look.

What it does:
This breakthrough bestseller reveals lashes you never knew you had! The specially designed brush features staggered bristles that grab close to the root, boosting length and volume beyond belief. The custom-domed tip uses precision bristles to lift, define, and curl even your tiniest lashes. With a glossy, jet-black, long-wearing formula, you’ll flaunt luxurious, silky lashes that won’t smudge, clump, or dry out.

What else you need to know:
Go horizontal: the staggered bristles grab close to the root, boosting length and volume.
Then go vertical: the custom-domed tip with precision bristles lift, define, and curl even your tiniest lashes.

This product is an Allure Reader’s Choice award winner.

Research results:
In a consumer panel survey, the following results were reported:
- 94% saw dramatic length and volume
- 90% saw base-to-tip curl
- 94% saw visible lift
-100% saw long-wearing results

Beauty Tip:
For super curl and length, apply Roller Lash first to curl and lift your lashes. Then layer They’re Real! Lengthening Mascara on top.

What it is:
An unadulterated black mascara for dramatically full and voluminous lashes.

What it does:
This magic mascara is like a set of sexy black false eyelashes...without the glue! With its famously big brush and volumizing formula, this matte-black mascara builds beautiful, bodacious lashes.

What else you need to know:
Wear it alone or apply They’re Real! Mascara to the tips of lashes for a glossy finish.

What it is:
A mascara inspired by hair rollers, this super-curling and lifting mascara gives a sexy, wide-eyed look. Its patent-pending Hook ‘n’ Roll™ brush features tiny custom-designed hooks to catch, lift, and curl even short and straight lashes.

What it does:
Roller Lash not only lifts and super-curls, but this instant curve-setting formula holds for 12 hours, is easy to remove, and contains provitamin B5 and serine, known for their lash-conditioning benefits.

Research results:
In a consumer panel survey of 31 women for 4 weeks:
- 97% said it visibly lifts lashes
- 87% said it gives long-lasting curl
- 94% said eyes look more wide open

Beauty Tip:
For super curl and length, apply Roller Lash first to curl and lift your lashes. Then layer They’re Real! lengthening mascara on top.

This product is an Allure Best of Beauty award winner.

What it is:
A volumizing mascara that delivers pumped-up, glamorous lashes.

What it does:
This mascara's unique triple load brush intensely coats lashes in one easy stroke for a full, luscious look. The thick, Ultra Black formula is enriched with hyaluronic acid—an ingredient recognized for its moisturizing properties. Use the brush's reservoirs to intensify lashes from root to tip, separate lashes with the "spiked" areas, or achieve a curved effect by pressing the brush lightly against the tips of the upper lashes.

What else you need to know:
Tested under ophthalmological control, this mascara was found suitable for sensitive eyes and contact lens wearers. It is not tested on animals.

Research results:
Proven to be 82% effective according to a scientific test that measured volume after 6 brush strokes were administered to 64 false lashes.

Which skin type is it good for?
✔ Normal
✔ Oily
✔ Combination
✔ Dry

What it is:
A face primer and moisturizer in one that delivers 24-hour hydration and powerful primer benefits in the lightest possible texture.

Photo Finish Primers got a makeover! It’s the same formula you’ve always loved, just with a fresh new look. Now it’s easier than ever to find a primer that’s perfect for your skin needs.

Solutions for:
- Dryness
- Dullness and uneven texture
- Fine lines and wrinkles

If you want to know more…
Primerizer instantly increases moisture and preps skin for makeup in one step. The non-greasy, quick-dry formula sets in seconds, acting as a makeup magnet that locks on foundation and makes it last. It plumps and moisturizes with niacinamide (which improves skin’s vitality and barrier repair) and hyaluronic acid (a molecule that holds water within the skin to prevent moisture loss). Primerizer also smooths skin, softens dry fine lines, and stops makeup from settling into pores.

What it is formulated WITHOUT:
- Parabens
- Phthalates

What else you need to know:
This breakthrough primer contains 762 sextillion molecules of water per bottle. It’s translucent, has a weightless, silky texture, and is suitable for all skin types.

This product is cruelty-free and free of sodium lauryl sulfates, oil, fragrance, and talc. It is also vegan.

Research results:
In a consumer study, after 1 use:
- 97% said it feels lightweight
- 87% said skin felt instantly hydrated
- 91% said their makeup went on flawlessly

In a consumer study, after 1 week of use:
- 90% said it delivered a high level of hydration
- 88% said it helped makeup look good
- 88% said it helped makeup last all day
- 89% said their skin felt hydrated throughout the day
- 89% said skin felt softer & smoother
- 93% said their skin felt comfortable all day
- 98% said it didn’t leave a white cast on their skin
- 91% said their skin looked fresh
- 86% said their makeup looked better
- 96% said it didn’t change the color of their foundation

What it is:
A luxurious powder puff that delivers smooth, even coverage of loose and pressed powders.

What it does:
This super-soft makeup puff is large enough for the face and body. Made in Japan, its fine fibers hold the perfect amount of powder and deliver a matte finish for foundation or setting powders and a glowy look when applying face and body shimmer. The plush size retains its shape and feel after washing. For the ultimate in comfort, the back is adorned with a satin band to stay put on the hand while using.

What else you need to know:
This product is not tested on animals.

Which skin type is it good for?
✔ Normal
✔ Oily
✔ Combination
✔ Dry
✔ Sensitive

What it is:
A high-adherence blurring surface smoother and primer with advanced adaptive silicones.

Solutions for:
- Dryness
- Dullness and uneven texture
- Pores

If you want to know more…
This formula uses advanced adaptive silicones to act as a matte, hydrating, blurring primer for makeup that looks higher in definition and lasts longer. It can be used alone as a non-greasy hydrator to reduce the looks of pores and imperfections.

What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates

What else you need to know:
This product is vegan, cruelty-free, and formulated without oil, alcohol, nuts, gluten, and fragrance.

What it is:
A talc-free, 12-hour medium-coverage, weightless powder foundation.

What it does:
Amazonian Clay Full Coverage Airbrush Foundation delivers flawless, natural-looking coverage that lasts, while the skintuitive™ formula invigorates skin tone and texture for a youthful complexion. Powered by Amazonian clay enriched with the earth’s natural, light-reflecting gemstones, this talc-free, moisture-rich powder buffs on smoothly for waterproof, 12-hour coverage that won’t settle into fine lines and wrinkles. Available in an array of shades to perfectly complement a wide range of skin tones and undertones, this innovative foundation also employs a custom mesh delivery system for a fool-proof, mess-free application every time.

What it is formulated WITHOUT:
- Parabens
- Phthalates

What else you need to know:
This product is vegan and hypoallergenic.

Research results:
91% of women saw an overall improvement in the appearance of their skin with continued use.