03.24.2014
2
826
Maybelline New York
One by One Volum’ Express Waterproof Mascara
Rating
$8.15
Category:Makeup > Mascaras (waterproof) > Waterproof Mascara
Last Updated:03.24.2014
Jar Packaging:No
Tested on animals:Yes
Overview

Although it takes time for this to reach its full potential, you’ll be impressed with how beautifully this mascara lengthens, thickens, and separates your lashes. It absolutely won’t clump, and smearing occurs only while you’re acclimating yourself to using this mascara’s large, football-shaped brush.

This isn’t the mascara to choose if outrageous thickness is your goal, but for a waterproof formula (which this definitely is) it thickens better than most—and wears without flaking, even when lashes get wet.

One caution: Unlike most mascaras, this formula dries quickly. If you intend to use a lash brush or comb to soften the results, have it handy so you can use it immediately between coats.

Pros:
  • Lengthens, thickens, and separates lashes without clumping or flaking.
  • Brush deposits a good amount of mascara at the base of the lashes, for greater emphasis along the lash line.
  • Waterproof, but isn’t stubborn to remove (though your facial cleanser alone won’t cut it).
Cons:
  • Takes time to build to impressive results, but most will find the wait is worth it.
Claims
Ingredients
Brand Overview

Maybelline New York At-A-Glance

Strengths: At least one excellent product (if not several) in almost every category; many excellent foundations; superior mascaras; inexpensive makeup brushes; some terrific concealers, powders, blush, and lip color options.

Weaknesses: Some of the foundations with sunscreen lack the right UVA-protecting ingredients; disappointing lip balms; the Great Lash mascaras tend to be mediocre to downright bad.

Maybelline is one of the best-known and most recognized mass-market makeup lines in the world—it's available in 90 countries. Throughout its long history, which began in 1915 when T. L. Wilson founded the company and named it after his sister, Mabel, and Vaseline (which he combined with coal dust to concoct a mascara for her), the company has prided itself on bringing innovative products to the marketplace. L'Oreal purchased the company in early 1996 and that's when things really started getting much better. Both companies specialize in offering a large selection of lipsticks, nail polishes, and mascaras, and many of their foundations have the same strengths and weaknesses (smooth textures and finishes plus the inclusion of sunscreens that are often without much-needed UVA-protecting ingredients).

The powders, several mascaras, pencils, matte-finish concealers, and Superstay Lipcolor are impressive and inexpensive. Although L'Oreal remains the more sophisticated and refined of the two lines (and now they have credible products, not just sleek ads, to back this assertion), Maybelline's latest urban image is a positive step, as many of their latest launches have been innovative without resorting to "been-there, done-that" gimmicks. Price-wise, Maybelline is the least expensive of the L'Oreal-owned cosmetic lines (which also includes Lancome, Biotherm, Vichy, and Kiehl’s), and smart shoppers will note the similarities among brands that, with conscientious shopping, can really save you money without sacrificing quality or performance.

For more information about Maybelline New York, owned by L'Oreal, call (800) 944-0730 or visit their interactive Web site at www.maybelline.com.

About the Experts

The Beautypedia Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula Begoun herself.

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11.15.2014
Best mascara ever

The best waterproof mascara I have ever had!!! Lashes look natural and feel soft but you still get longer and thicker lashes that don't clump. I haven't been able to find it at drugstores anymore though which is a real shame, it has taken me years to find a mascara like this.

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Reviewed by
Anonymous
04.08.2013
its ok

I found the shape of the brush odd and a bit trickier to apply, and it didn't do much thickening at all. It gives more of a natural look with very good separation with no clumps.

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Reviewed by
Olivia
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