Rimmel claims that 24HR Super Curler Mascara will let you can say sayonara to your lash curler. The mascara's "curling and fixing polymers" supposedly "instantly push up lashes." Prepare yourself for a letdown, because straight lashes won't see a curling effect after one, two or even three coats of this mascara, which doesn't live up to the "full, curvaceous" volume it promises. That's not to say that it's an entirely bad formula—it has some respectable qualities—we just wouldn't choose it over other top-notch mascaras from the drugstore.
Outfitted with a wide, curved brush, 24HR Super Curler Mascara deposits just enough mascara to define lashes in one sweep, creating a fanned effect. Applying multiple coats helps increase the thickness and length, but not significantly (and not without some patchy clumps to comb through).
Once the fragrance-free formula dries, lashes feel stiff, yet lightweight. 24HR Super Curler Mascara does a decent job of holding lash curl—but you have to curl your lashes first. Nothing in the formula inherently curls lashes for you. And FYI, the hold won't last 24 hours as claimed (we found six at most).
24HR Super Curler Mascara isn't prone to smudging, but we did experience a minor amount of flaking. In terms of taking it off, a standard makeup remover and cleanser will do the trick.
All things considered, 24HR Super Curler Mascara is not the powerhouse curling formula it claims to be, nor is it all that impressive in terms of volume or length. Our advice? Pass on this and check out our Best Mascaras list instead.
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 that’s 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 Rimmel’s products are an absolute hit, there are some individual standout items (see top-rated reviews) that can compete with the best of what’s out there—at 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, we’ve 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.
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