Benefit's Roller Lash Mascara, which has an astounding 30,000 positive reviews on the internet, has beauty fans overjoyed. The product, available in ink black or brown, delivers a "sexy, wide-eyed look all day" and retails for just $25/£22.
Its soon to be patented Hook'n'Roll brush claims to grab, separate, lift and curl eyelashes. The mascara also includes a special setting formula that holds lashes in place for 12 hours. Beauty blogger Mirella Belle has raved about the mascara on her YouTube channel, saying it’s perfect for people with "hard to curl" or "very straight, stubborn" eyelashes.
In a before and after video she says the product is "very versatile" and a "good everyday mascara" as well as one of the best she's ever tried. "I can't say enough good things about it," she adds. "When I'm applying it, it really does lift up my lashes, you could actually see them curl in the process. It gives them an extreme lift and really makes them curl."
The mascara has gotten numerous five star reviews on the Benefit website with one customer writing, "Great for light and sparse lashes!” I have dark blonde lashes and when I use this mascara, it's like I'm wearing lash extensions."
Another raved, "This is my all-time favorite mascara. Perfect for subtle make up days but also build-able if you wanted a thicker, more defined look. I love the wand, it feels like it catches every lash. I have used this mascara for a few years now and can't fault it."
The mascara, which contains provitamin B5 and serin, ingredients renowned for their lash-conditioning benefits, has a satin finish, is water-resistant and is easy to remove.
Other Benefit products that have been highly acclaimed include the Benefit Roller Liner, which creates a natural-looking, fine line. The matte liquid eyeliner includes a precision felt tip for sharp controlled lines and a smooth application that doesn’t drag or smudge. The liner contains a quick-dry, waterproof formula that lasts up to 24 hours without fading, flaking or smudging.
Benefit Cosmetics was founded by twin sisters Jean and Jane Ford in San Francisco, California. After attending Indiana University, the Ford sisters appeared in commercials for Calgon bath products before moving to San Francisco. They first launched a beauty boutique named The Face Place in 1976 in San Francisco's Mission District. The shop, which specialized in quick-fix products, first released a blush and lip tint called Rose Tint, which has since been renamed Benetint.
Benetint continues to be the company's best-selling product, with over 10 million bottles sold. In 1980, The Face Placemoved to Kearny Street in downtown San Francisco, where it debuted Lip Plump, the brand’s original lip-plumping product. In 1991, Benefit opened up its first US department store in Henri Bendel in New York City and eventually expanded into Harrods in London. LVMH purchased Benefit Cosmetics in 1999. In 2003, the company debuted its first Brow Bar at Macy's Union Square, San Francisco. The brand currently sells at over 2,000 counters in more than 30 countries.