Magnets and makeup?! Yup, we can understand how confusing this may sound to you. Trust us, we were just as mind-boggled too when we first heard it at the media preview last Friday evening.
But Benefit Cosmetics did marry the two and the result is the new They’re Real! Magnet Mascara, an extreme lengthening formula in the brand’s mascara line-up.
Just how lengthening can your lashes get with the mascara? We’re gonna let Rochelle Paz, National Brow Artist of Benefit Cosmetics Singapore, show you in her Instagram post that we embedded below.
So, how does the mascara exactly work? Well, here’s the tea on the technology (which is currently patent pending in the U.S. and Europe, by the way): the product features a magnetically charged inner core to provide serious lift and length to barely-there lashes.
This innovation is coupled with mascara pigments that’s been enriched with magnetic minerals to help further lengthen your lashes by up to 40%* without the need of an eyelash curler at all.
Specially designed zig-zag bristles and an ultra-lightweight formula help ensure that you can separate your lashes and build it up to extreme lengths without clumps or stiffness – double win!
To prove that the mascara is a real game-changer, Benefit Cosmetics even shared a mini experiment to demonstrate the wand’s magnetic abilities by putting it close to metal paper clips!
This fascinating technology is said to have taken four years to develop in order to achieve the perfect formula – and we totally applaud the dedication!
And before you ask: yes, the magnetically charged formula is perfectly safe for the eyes and lashes – we asked. In fact, Benefit Cosmetics made sure it was ophthalmologically tested before launching the product.
While the formula is not made to be waterproof, it is said to be water-resistant and can deliver 36-hour* lash-lengthening effects.
We even have an exclusive pro tip here for you! During the media preview last Friday, Rochelle shared that two coats of the Benefit Cosmetics They’re Real! Magnet Mascara are more than enough to achieve the extreme lengthening effects but it is possible to top up with a third coat for ultimate lengthening.
However, Rochelle advised to apply the third coat only on the tips of your lashes instead of wiggling the formula from the root of your lashes in order to achieve the result.
Currently, the mascara only comes in a Supercharged Black shade (a fun play on the magnet theme), so for those who prefer a more subdued brown tone, you might have to wait a little while to see if the brand is rolling one out in the near future.
The Benefit Cosmetics They’re Real! Magnet Mascara is available now at all Sephora stores as well as online at Sephora.sg for S$47 (9g) and S$26 (4.5g). In conjunction with the new product release, you can snag a deluxe Gimme Brow+ Brow-Volumizing Gel when you purchase a full-size They’re Real! Magnet Mascara. Available while stocks last!
*Based on an instrumental test conducted on the bare lashes of 21 women.