Bountiful Lash Fortifying Mascara

by Ulta  
Price:
$14 
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Category:
Makeup > Mascaras (regular) > Regular Mascara
Last Updated:
2/26/2014
Jar Packaging:
No
Tested On Animals:
No

The only thing Bountiful Lash Fortifying Mascara fortifies is the hope that it will help your lashes grow, but because that is beyond what any mascara can do, your hopes would be dashed. This mascara isn't able to stimulate lash growth as claimed! If a lash growth product is what you're looking for, prescription Latisse is a proven option worth considering. There's simply no reliable research proving the peptide in this mascara has any effect on lash growth.

Still, there are some notable pluses: The rubber-bristle brush deposits bold color and separates lashes—easily reaching inner and bottom lashes—for a soft, elongated look without clumping. Another positive: This mascara removes easily with a water-soluble cleanser.

Pros:
  • Rubber-bristle brush deposits bold color and separates lashes.
  • Tapered brush tip easily reaches inner and bottom lashes.
  • Achieves average volume without clumping.
Cons:
  • The lash growth claims won't come true.

Since Ulta was founded in 1990, the company has continued to carve out a unique position as a specialty beauty store by offering a large selection of upscale and drugstore cosmetics in all price ranges, all under one roof. There are currently over 675 Ulta locations across the United States, and, like Sephora, Ulta sells its own product line right alongside more familiar brands such as Revlon, Murad, and philosophy.

The Ulta Collection offers a variety of basic makeup products, from foundation to eye shadow to lip gloss. Nearly all items in the Ulta Collection are inexpensive, and its lower price point is a major draw.

As with most cosmetics lines, Ulta has its share of good and bad products; however, it seems for every good to great makeup product the line has two average-to-poor options. Testers may or may not be available, so choose wisely.

Among the safer categories of Ulta makeup are the eyeshadows, many of the mascaras, brow products, and most of the foundations, particularly the cream-to-powder and powder formulas.

Despite our enthusiasm for Ulta's large selection of eyeshadow, the quality is inconsistent, especially when it comes to texture and how they apply, even among different shades in the same category. The best way to shop this line is to pay attention to which products we've reviewed favorably and to take extra time to play with the products in-store (assuming the Ulta you frequent keeps testers available).

In recent years, Ulta has branched out from makeup to skin care. Their namesake skin care has the same affordable price point as the makeup, and some of the products are actually quite good. Skip the cleansers, ignore the moisturizers in jar packaging, and forget about the pore-tightening products...the rest is worth exploring, but again, this is not a brand to shop without some knowledge of what you're buying and how it performs.

For more information about Ulta Beauty, call 866-983-8582 or visit www.ulta.com.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice 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 herself.

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