Define-A-Lash Volume Mascara has the same type of hourglass-shaped rubber-bristled brush as the original Define-A-Lash Mascara, but Maybelline made some minor tweaks that produce major (positive) results! The promises of “zero clumps, clean definition, and voluptuous volume” come true with just a few swipes of the wand, though some may find the slightly wetter-than-usual application a bit dismaying. The application can initially make lashes look stuck together, but the brush allows for nimble comb-through, so you can soften the result, making lashes look fringed while building considerable thickness and length. As a final plus, lashes remain very soft, there’s no flaking or smearing, and removal is complete with just a water-soluble cleanser.
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.