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: An intense-black, long-lasting mascara that creates a look of fullness and delivers a dramatic, false-lash effect with just one swipe.

Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and gluten-free.

What Else You Need to Know: This vegan, cruelty-free, and gluten-free mascara delivers intense-black, long-lasting color. It creates a fuller lash look with a dramatic, false-lash effect with as little as one stroke.

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.

What it is:
A lash treatment and mascara in one designed to define longer, fuller lashes with neuropeptides and biotin.

What it is formulated to do:
No Mascara Mascara is a two-in-one lash treatment and mascara clinically proven to impart the appearance of more lifted, thicker lashes. It nourishes, conditions, and strengthens lashes with each application. A revolutionary and highly specialized dual faced root-to-tip brush and fine tooth comb ensure application precision. The multidimensional universal shade adapts to all skin tones.

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

What it is:
A buildable, water-based liner that contains superfine glitter in a clear base.

What it does:
All the glitz of glam rock—without the spandex or bad hair—Urban Decay’s Heavy Metal Glitter Eyeliner contains superfine glitter in a clear base that dries down quickly and really stays put (for long wear without any fallout). Wear it alone, apply it over Urban Decay’s eyeshadow, or layer two shades together for a more intense effect.

What it is formulated WITHOUT:
- Sulfates
- Phthalates

What else you need to know:
The precise, thin-tipped brush makes it easy to create fine, glittery lines. Want more sparkle? Use the side of the brush to sweep sparkle all over your lids. Or, for an even bolder, jewel-encrusted look, remove the wiper (the little piece that controls how much product comes out of the bottle) and tap on Heavy Metal with your fingers. The glitter is suspended in a gel, so it won’t separate in the bottle. Peach and cucumber extract condition the skin, while carrot extract smooths and softens.

What it is:
A transforming glitter liquid lipstick in a metallic matte hue.

What it does:
Glitter lips are made easy with Glitter Flip—which is now available in four holographic glitter shades. Simply press lips together and watch as the metallic-matte liquid lipstick magically transforms into a multidimensional glitter or holographic glitter lip look with none of the mess, in a fraction of the time of a traditional glitter lip look. The stay-put formulation is non-drying and totally comfortable. This first-to-market formula will last all night with no need for retouching.

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

What else you need to know:
This product is dermatologically-tested, vegan, cruelty-free, and formulated without gluten.