Maybelline New York

Snapscara Easy On Easy Off Mascara

0.34 fl. oz. for $ 7.99
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Brand Overview

With a name that capitalizes on the social media app Snapchat, Maybelline’s Snapscara Easy On Easy Off Mascara is said to be a “new generation of mascara” because it’s highly pigmented, wax-free formula is allegedly better than others (never mind that Maybelline sells dozens of mascaras that adhere to classic wax-based formulas—there’s nothing wrong with waxes on lashes).

Although the story seems fresh and intriguing, this mascara isn’t a big improvement over other standard formulas. However, it’s still worth considering and works fantastically well if your primary lash goal is length and you want a formula that’s super-easy to remove.

Snapscara has a dual-sided, slightly curved brush with longer, thinner bristles on one side and shorter, stubby bristle on the other. When brushed through lashes, you’ll see this quickly builds impressive length, without clumping.

Even better, successive coats build greater results yet lashes never look too heavy or spiky; instead, they’re nicely elongated, soft, and flutter-ready. What you won’t see is much volume (read: thickness), which Snapscara claims to deliver.

The other claim that doesn’t come true is that the lack of waxes somehow makes the mascara’s pigment more vibrant, something Maybelline refers to as “pure color intensity”. You will see rich, intense color from any of this mascara’s shades (including blue and violet), but it isn’t noticeably different from what pretty much all other mascaras—including wax-based options—provide. In other words, the big deal is that this isn’t a big deal!

Back to the benefits: We love how evenly this applies which allows for great results fast, and the other big claim--that this is easy to remove--really is true. Warm water on a cotton pad takes off every last speck of mascara, no makeup remover needed. Pretty cool!

Note that if your lashes get wet (think soaked in rain or going in a pool) then Snapscara breaks down and flakes off. However, it doesn’t flake during normal wear and Maybelline isn’t making water-resistant claims, so this wasn’t considered as a drawback.

  • Quickly builds impressive length.
  • Applies evenly and builds well.
  • Leaves lashes soft.
  • Doesn’t clump.
  • Extremely easy to remove.
  • Doesn’t saturate lashes with more color than wax-based mascaras.
  • Fails to make good on its claim of “clean volume”.
Jar Packaging: No
Tested on animals: Yes

Meet a new generation of mascara! Snapscara Washable Mascara is Maybelline's 1st pigmented wax-free mascara that features a zero-hassle, no clump formula that glides on smooth for clean volume and defined lashes all-day. This voluminous mascara is made without pigment-dulling waxes and the effect is super-saturated lashes with pure color intensity. Easily remove this game-changing mascara with a cotton pad and warm water - it's never tough to take off. You will never need to rub or experience those dreaded raccoon eyes.


Aqua / Water / Eau, Styrene/Acrylates/Ammonium Methacrylate Copolymer, Butyrospermum Parkii Butter / Shea Butter, Propylene Glycol, Glyceryl Stearate, Dimethicone, Polybutene, PEG-100 Stearate, Behenyl Alcohol, Sorbitol/Sebacic Acid Copolymer Behenate, Divinyldimethicone/Dimethicone Copolymer, Glyceryl Stearate Citrate, Disodium Ethylene Dicocamide PEG-15 Disulfate, Phenoxyethanol, Caprylyl Glycol, Glyceryl Dibehenate, Glycerin, Ammonium Polyacryloyldimethyl Taurate, Dimethicone/Vinyl Dimethicone Crosspolymer, Silica, Butylene Glycol, Potassium Sorbate, Tribehenin, Xanthan Gum, Dimethiconol, Tocopheryl Acetate, Sodium Laureth Sulfate, Glyceryl Behenate, BHT, Ethylhexylglycerin, Disodium EDTA, C12-13 Pareth-23, C12-13 Pareth-3, Tetrasodium EDTA, Methicone, Tocopherol, Citric Acid. May Contain: CI 77491, CI 77492, CI 77499 / Iron Oxides, CI 77007 / Ultramarines, CI 75470 / Carmine, CI 77891 / Titanium Dioxide, CI 77288 / Chromium Oxide Greens, CI 42090 / Blue 1 Lake, CI 19140 / Yellow 5 Lake, CI 16035 / Red 40, Mica, CI 77742 / Manganese Violet, CI 77510 / Ferric Ferrocyanide.

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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