Cheater! Mascara is yet another mascara that promises to work so well that you'll never reach for false eyelashes again, and, while that's an absurd exaggeration, this mascara is certainly a good way to add some oomph to your lashes!
It applies easily, although the formula is a bit thick, so there can be some minor clumping after a couple of coats. The slight clumps are easily brushed out with a lash comb, but it's something to keep in mind.
Cheater! adds a good deal of volume and length, and some curl as well. It definitely makes lashes stand out, and does so without making them feel stiff or "crunchy." It holds up well throughout the day, without flaking or smudging, and it comes off easily with a water-soluble cleanser.
- Adds a good deal of volume and length to lashes.
- Leaves lashes softly upswept.
- Doesn't flake or smudge.
- Clumps a bit after a couple of coats.
Today, most cosmetics companies seem to be launched for one of three distinct reasons: they come about as the extension of a high-end fashion house's brand (like Burberry, Tom Ford, Dolce & Gabbana, Marc Jacobs, or Armani); they're created by some corporation under the endorsement of a celebrity (Drew Barrymore's Flower Beauty or Kat Von D's line); or, as is the case for theBalm Cosmetics, an entrepreneur saw an "unfilled niche" in the cosmetics market and decided to get to work.
theBalm was founded in San Francisco by Marissa Shipman, who spent years trying to break into the cosmetics industry before forming her own company in 2004. As the story goes, she crafted her own products in her kitchen by consulting makeup books she bought from Amazon.com. Eventually she was able to hire a chemist, get a lab (Bye-bye, kitchen workshop!), and secure distribution through cosmetics retailer Sephora. theBalm's products have (pardon the pun) exploded and are now sold in dozens of countries worldwide.
It's interesting to note that theBalm is quite reminiscent of the Benefit brand; the similarity of the packaging, marketing, colors, product selection, and even the place of origin - San Francisco is blatant. Featuring recyclable cardboard packaging with retro pinup-style artwork and cutesy names, theBalm line includes both makeup and skin care products, and is reasonably priced, although it's definitely more expensive than what you'll find at the drugstore.
The company's makeup is definitely its stronger suit, with some good options, such as a couple eyeshadow palettes, the mascara, and its pressed-powder blushes. It has one true blockbuster product: Balm Shelter tinted moisturizer. This standout product performs amazingly well and is deserving of its many accolades.
Unfortunately, theBalm also has some problematic makeup, in particular, and ironically, their lip products. The inclusion of irritants in two of its lip products is disappointing, and an otherwise excellent lip gloss (with SPF, no less) is marred by a fragrance that's downright overwhelming initially and potentially irritating if used every day.
As far as skin-care, the company's collection, called TimeBalm, is surprisingly larger than you might think. It includes cleansers, toners, moisturizers, AHA exfoliants, masks, eye-area products, and a handful of ancillary items that are questionable in terms of their benefitthough some of them, like the foundation primer, are indeed worth checking out.
Overall, based on the formulas, theres little reason to give the majority of these skin-care products a second thought, as most of them are laced with one or more problematic ingredients or, in the case of most of the moisturizers, suffer due to jar packaging, which compromises the products stability. The prices are good, but theres not much value in saving money on average-to-problematic products, especially when spending just a bit more can get you far better formulas.
theBalm boasts that TimeBalm skin-care products are free of parabens, synthetic dyes, and phthalates, and many consumers seem to be seeking such products. However, parabens are not a problem, and phthalates arent usually included in skin-care productstheyre more often seen in nail polish and in some fragrances. Not including synthetic dyes is helpful, but it would have been even better for your skin if theBalm had avoided fragrant oils and other plant-based irritants. Lots of theBalm products contain great natural ingredients, but theyre often commingled with potentially irritating natural ingredients, and that doesnt add up to great skin careits more of a ticking time bomb than anything else.
For more information, visit www.thebalm.com. And yes, we're aware that "it's thebalm.com" is an expression used to indicate something that's totally cool. Coincidence? We'll let the reviews speak for themselves!
About the Experts
The Beautypedia team consists of skin care and makeup experts personally trained by the original Cosmetics Cop and best-selling beauty author, Paula Begoun. We’re fascinated by skin care and makeup products and thrilled when they meet or exceed our expectations, but we’re also disappointed when they fail to perform as claimed, are wildly overpriced, or contain ingredients scientific research has proven can hurt skin.
Our mission has always been to help you find the best products for your skin, no matter your budget or preferences. Beautypedia’s thorough and insightful reviews cut through the hype and provide reliable recommendations for all ages, skin types, and skin tones.