Maybelline New York

Lasting Drama by Eyestudio Gel Eyeliner

for $ 9.99
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The big deal with this gel eyeliner is Maybelline’s claim of 24-hour wear. Let’s sidestep the fact that wearing eyeliner for 24 hours isn’t the best idea (at some point you have to sleep, and sleeping with your eye makeup can cause puffiness and swelling) and focus on the fact that the claim is designed to make this gel eyeliner seem a cut above the rest, most of which cost more than this option. Like all gel eyeliners based on silicone, this goes the distance and definitely wears longer than most eye pencils or liquid eyeliners. But whether or not Maybelline’s contribution lasts 24 hours, you’ll notice problems within the first 24 seconds. This tends to apply unevenly, necessitating that you go over the lash line repeatedly to achieve a uniform line. Because it sets quickly, building for intensity and even color deposit can cause the formula to clump, requiring more smoothing. Application is surprisingly sheer, which contradicts the “drama” ads for this eyeliner. Maybelline included a full-size eyeliner brush, and it works decently. If only the formula itself were better, this would be an all-around winner.

Jar Packaging: No
Tested on animals: Yes

Maybelline New York At-A-Glance

Strengths: At least one excellent product (if not several) in almost every category; many excellent foundations; superior mascaras; inexpensive makeup brushes; some terrific concealers, powders, blush, and lip color options.

Weaknesses: Lips balms tend to be a letdown; a few of the Great Lash mascaras are surprisingly average compared to other Maybelline formulas.

Maybelline is one of the best-known and most recognized mass-market makeup lines in the worldit'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 coming together for the Maybelline brand.

Specializing in a large selection of lipsticks, nail polishes, and mascaras, there is a lot to love from this drugstore brand. Many of their foundations are exceptional, and their powders, several mascaras, pencils, matte-finish concealers, and Superstay Lipcolor collection impressed us by offering a high degree of quality for their inexpensive price point.

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. Smart shoppers will note the similarities of a few of Maybellines formulas to products from high-end brands that are also owned by parent company LOreal. That just goes to show conscientious shopping can really save you moneywithout sacrificing quality or performance.

For more information about Maybelline New York, call (800) 944-0730 or visit their interactive Web site at www.maybelline.com.

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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.

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