Using a curvy, bristled brush shaped like a half moon, this wet mascara goes on thick and fast, requiring a lot of nimble comb-through to separate lashes evenly. Given its name, the obvious question is: Does this mascara create lashes that really look like falsies? The answer is: Yes, to some extent, with caveats. The results were absolutely long, volumized lashes that were almost too dramatic and obvious, not the best for daytime. The trade-off for this extreme look, however, is in the formula’s longevity. Within an hour of normal, daytime wear this mascara began flaking like crazy, which likely is due to the number of coats required to achieve an appreciable “falsie” look. Try Maybelline The Colossal Mascara for equivalent results without flaking.
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.