Maybelline New York Lasting Drama by Eyestudio Gel Eyeliner
0 fl. oz. 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.

Last Updated:01.18.2013
Jar Packaging:No
Tested on animals:Yes
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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 world—it'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 Maybelline’s formulas to products from high-end brands that are also owned by parent company L’Oreal. That just goes to show conscientious shopping can really save you money—without 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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