Building on the success of its They're Real lash-lengthening mascara, Benefit is set to launch Roller Lash, a mascara designed to lift and curl eyelashes the same way curlers lift and curl hair. The £19.50 mascara features a patent-pending Hook 'n' Roll brush with tiny hooks on the bristles, which catch lashes, lifting and gently pulling them to create curl. The ink-black formula contains provitamin B5 and serin, known for their lash-conditioning benefits, and is said to provide a 12-hour curl-setting effect.
In a consumer survey on 31 women, 97% said Roller Lash visibly lifts lashes, 87% said it provides long lasting curl and 94% said it makes eyes look more 'wide open'.
Roller Lash will be available from March.