As the brand behind the UK's best-selling mascara - They're Real - you know you have to pay attention when Benefit talks lashes.
This March the San Francisco beauty brand is launching a brand new mascara: Roller Lash. And it's utterly wedding-worthy.
The reason behind its wedding-worthyness? Repeat after us ladies: lift, curl and separation - the triumvirate of lash perfection.
With the hook'n'roll brush they've combined the curling effects of rollers (hence the name) with the lifting performance of brush. For those who say a brush is just a brush, you're wrong! The new curved wand has a smaller, softer brush that suits all eye shapes and tiny (strategically placed) hooks to grab every.single.lash - even the tiny ones in the corner of your eyes.
The formula is great too: it has conditioning ingredients including Provitamin B5 and Serin so it doesn't dry out and can be easily built up. Did we mention it holds for 12 whole hours too? Without smudging. And you don't have to scrub your eyes out to remove it. Basically, we're big fans.
Benefit Roller Lash; launches March 2015; £19.50; www.benefitcosmetics.co.uk