What sets Roller Lash apart from the pack? According to Benefit: "The eye-opening Hook 'n' Roll™ brush grabs, separates, lifts and curls…while the instant curve-setting formula holds for 12 hours." Beyond the cleverly worded marketing and cutesy packaging, this mascara does have merit, but don't toss out your lash curler just yet….
The formula itself doesn't inherently curl straight lashes, but the slightly curved, rubber-bristle brush has a slender design that allows you to easily deposit mascara right at the lash line and swoop up, from root to tip. One coat delivers defined, lengthened, lifted lashes, and because this mascara does a respectable job of holding the lash's shape, you can enhance the results you get by using a lash curler beforehand.
Subsequent coats add more dramatic length plus a dash of volume, but the tradeoff is that lashes start to stick together by the second or third coat. You would expect the highly touted Hook 'n' Roll™ brush design to help in that regard, but it's more a gimmick than anything else, and an expensive one at that! The hooks are too tiny to see with the naked eye, although this mascara does have a gentle tug as you sweep it through, so we can at least see where they were going with that claim.
Other notable qualities include flake-free, smudge-resistant wear and a fragrance-free formula that is fairly easy to remove (with a cleanser and makeup remover). In the end, Roller Lash isn't quite the revolutionary, game-changing mascara it's made out to be, but if you have realistic expectations, the longer, lifted lashes it delivers won't disappoint!
- Lengthens and lifts lashes.
- Fragrance-free formula holds curl.
- Worry-free wear; isn't prone to flaking or smudging.
- Despite the hype, the formula itself doesn't curl lashes.
- Subsequent coats can result in clumping.
Benefit was developed by twins Jean Danielson and Jane Blackford, whose initial claim to fame was a stint as the Calgon twins back in 1960s television commercials. They opened their first cosmetics store, The Face Place, in San Francisco, circa 1976, and then, perhaps recognizing the need for a name with more impact, The Face Place became Benefit in 1990. From there the line took off and expanded its presence beyond the Bay Area to include national department stores and, eventually, Sephora boutiques.
Benefit's makeup philosophy is outrageously fun and its product arsenal is centered on impossibly cute names and a lexicon that aims to make beauty enjoyable. Benefit single-handedly started the trend of selling makeup and skincare products with ultra-cute appellations for less than ultra-fancy prices. As with most lines, there are enough missteps and problem products to shop carefully, but Benefit shines in several categories, including foundation, bronzing powder, blush, and shimmer products.
Unfortunately, some of the products simply can't live up to their promises. This is mostly true of their skincare formulas, where the showcased ingredients are either present in itsy-bitsy amounts or the claims attributed to them are very exaggerated. Despite this, if you're in the mood for a fun experience and can manage to choose products wisely while enjoying the whimsy, Benefit deserves a look.
For more information about Benefit, visit www.Benefitcosmetics.com.
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.