Although this mascara claims to include "Grow-Lash Complex," there aren't any ingredients in the formula that are proven to grow anything. However, like Rimmel's original Lash Accelerator mascara, the Endless version does a good job of lengthening and defining lashes with just a few coats.
The formula is slightly wet and it goes on a bit heavy, but a quick comb-through with a lash brush smoothes things out. Don't bother with a lash comb if you want a heavier mascara look without clumps.
This wears well all day without smearing or flaking, but it's easy to remove with a water-soluble cleanser. The name, packaging, and claims are flashier than the results you'll see in the mirror, but this is still worth considering if you want a moderately dramatic, not-too-thick mascara for day-to-day wear.
- Lengthens and defines in just a few coats.
- Doesn't clump, flake, or smear.
- Easy to remove.
- A happy medium between slight and dramatic lash enhancement.
- Not for those who prefer a less wet mascara.
- Can look too heavy unless combed through between coats.
Rimmel is a London-based company that has been under the ownership of Coty since 1996. Coty's namesake presence in drugstores has vanished, but their history lives on via this acquisition. Once exclusive to Wal-Mart, the line has branched out and is now available in other drug and mass-market stores. Given the low to very low price points and several good products, this expansion is good news for cosmetics consumers! What's worth paying attention to when you come across this line are the mascaras, automatic pencils, and bronzing powder. The foundations and concealers are worth a look as well, but without testers, it's always a guessing game as to which color is best for you, and there are no options for darker skin tones. The needs-sharpening pencils are basic but worth a look, though a few of them smear terribly. There are dozens of nail polishes to consider, not to mention a pleasing lipstick and lip gloss selection. Actually, the Lasting Finish Lipstick deserves special mention for its elegant texture and fashion-forward colors, all for under six dollars.
My only significant complaint about Rimmel is the packaging. The tops to the blushes and eyeshadows are awkward and tricky to remove, though this is a minor technicality that's easy enough to live with, especially at these prices!
For more information about Rimmel, visit www.rimmellondon.com.
Note: Many Rimmel products featured on their Web site are not available in the United States; they are exclusive to United Kingdom drugstores. The products reviewed below are those that are consistently found at U.S. stores nationwide, specifically Target, Walgreens and Wal-Mart.