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Rimmel

Shake It Fresh Mascara

0.30 fl. oz. for $ 5.99
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Brand Overview

The experience of wearing Rimmel Shake It Fresh mascara, available in three shades of black, is best described as several shades of "meh ."

Our main complaint is that this mascara is far too wet, and the applicator doesn't remove excess product when you remove the wand from the tube. The end of the brush comes out topped with a swirl of product resembling a soft serve cone—one that's begging to end up smeared on your eyelids or the bridge of your nose.

Worse yet, even if you manage to apply your mascara without making a mess, the long drying time will pose a problem. You can leave the mirror with perfect lashes, then five minutes later find yourself with black smudges above and below your eyes, simply from blinking. You may also find the color of your eyeliner obscured by the mascara-bleed at the base of your lashes.

And just when you thought it couldn't get worse: the thick, fluffy brush itself also contributes to the mess-making. Its shape works well to separate your lashes, but since it's not tapered you'll have a hard time getting coverage toward the inside corners of your eyes without leaving smears elsewhere on your face.

Lastly, this mascara promises great volume, but doesn't deliver.

Overall, the time and effort you'll spend touching up smudges makes this $5.99 investment a poor one. The cocktail-shaker shape may be cute, but no amount of style can make up for this product's lackluster performance. Choose one of our Best Mascaras instead.

Pros:
  • Brush creates smooth, separated lashes.
Cons:
  • Mascara smears and smudges easily.
  • Doesn't deliver volume.
  • Texture is very wet; takes a long time to dry.
  • The thick brush makes it difficult to coat inner lashes.
Jar Packaging: No
Tested on animals: Yes
Shaker system inside the mascara refreshes the formula when needed to help prevent it from drying out. Ultra-smooth, clump-free volume from first to last use. The Volume Defining brush gives you a beautiful fan of lashes with maximum separation from corner to corner.
Aqua / Water / Eau, Cera Alba / Beeswax / Cire D'abeille, Copernicia Cerifera Cera / Copernicia Cerifera (Carnauba) Wax / Cire De Carnauba, Paraffin, Polysorbate 20, Nylon-6 / 12, Candelilla Cera / Euphorbia Cerifera (Candelilla) Wax / Cire De Candelilla, Lithium Magnesium Sodium Silicate, Potassium Cetyl Phosphate, Hydrogenated Palm Glycerides, Phenoxyethanol, Cyclopentasiloxane, Trimethylsiloxysilicate, Ammonium Acrylates Copolymer, Stearic Acid, Xanthan Gum, Disodium EDTA, Ethylhexylglycerin, Sodium Hydroxide, Silica, Tocopherol. May Contain: Mica, Iron Oxides (CI 77491, CI 77492, CI 77499), Titanium Dioxide (CI 77891), Ferric Ferrocyanide (CI 77510), Carmine (CI 75470), Chromium Hydroxide Green (CI 77289), Chromium Oxide Greens (CI 77288), Ultramarines (CI 77007).

Rimmel At-A-Glance

Strengths: Inexpensively priced; a great pressed bronzing powder; several impressive mascaras; a collection of praiseworthy of lip color products including gloss and lipstick; a couple of good foundations.

Weaknesses: Not the most user-friendly packaging; lackluster skincare-esque products; some gimmicky makeup items that turn out to be duds.

Rimmel is a London-based company, under the ownership of Coty Inc. since 1996 (Coty also owns other cosmetic lines such as philosophy and Sally Hansen). A self-proclaimed edgy cosmetics line thats all about experimentation and setting trends, not following them, Rimmel livens things up with a mix of trendy and classic shade options and new product launches at a rapid pace.

While not all of Rimmels products are an absolute hit, there are some individual standout items (see top-rated reviews) that can compete with the best of whats out thereat rock bottom prices no less. A few of their lip color products deserve special mention for their elegant texture and fashion-forward colors.

Where Rimmel falls into hit-or-miss territory is with its excessive collection of mascaras (it seems as though they launch a new one every month) which makes it confusing to try to figure out which one is the best. Some are impressive and absolutely worth buying, while others are gimmicky duds. Lucky for you, weve put them rigorous testing so you can make an informed decision! Oh, what our lashes go through so you avoid frustration and wasting money!

Rimmel also dabbles in a smidgen of skincare-esque products that claim to go above and beyond the norm. For various reasons mentioned within the individual reviews, these products tend to fall short of being worthwhile purchases, even at their bargain-friendly price point. Overall, while Rimmel has some misses, they earn our praise for several good to excellent makeup items at nearly unbeatable prices. Sort by three-star and four-star rating under this brand to find the best of what Rimmel has to offer!

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.

For more information about Rimmel, owned by Coty, visit www.rimmellondon.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.