Studio Volume Plumping Mascara
True to claim, this mascara delivers volume and bold lashes. You’ll also get some clumping along the way, but nothing that can’t be smoothed out with an eyelash comb. Not everyone will appreciate the oversize brush, but if that’s not an issue for you, this is a great thickening mascara. As an added bonus, the flake-free, smudge-free formula doesn’t leave lashes feeling hard and crunchy.
E.L.F. claims the “Vitamin B rich formula conditions and strengthens lashes,” but that’s just marketing mumbo jumbo (see More Info).
- Delivers volume and bold lashes.
- Flake-free, smudge-free formula.
- Leaves lashes flexible instead of stiff and crunchy.
- Despite the claims, vitamin B won’t strengthen lashes.
- Not everyone will appreciate the oversize brush.
- Some clumping.
The vitamin B isn’t present in a high enough concentration to offer much benefit, not to mention that lash hairs are dead, so what effect could it have anyway? More important, due to the packaging, those beneficial ingredients won’t remain stable. All plant extracts, vitamins, antioxidants, and other state-of-the-art ingredients break down in the presence of air, so once a makeup item like this is opened and lets the air in, these important ingredients begin to deteriorate.
e.l.f. (it stands for which stands for Eyes, Lips, Face) was founded by Scott Vincent Borba and Joseph Shamah. The story goes that one day Borba was shopping in a dollar store and noticed women dressed in designer clothing and sporting designer handbags loading up their baskets with inexpensive nail polish, eye pencils, and lip balm. He took note of the products being sold in such stores and quickly decided he could offer products of even higher quality at the same competitive price. His idea paid off, as e.l.f. has enjoyed continued success and increased distribution online and in retail stores.
For a line offering many products for just a dollar (OK, there are plenty that cost $3 and $5, too), there are a surprising number of hits in the mix (especially the makeup brushes). True, not everything is going to be as luxurious or innovative as some higher-end brands, but overall you're likely to be impressed with what they developed for so little money, and you may just find some beauty bargains!
For more information about e.l.f., call (800) 231-4732 or visit www.eyeslipsface.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.