Saturday, July 13, 2024

Why This $15 Mascara Is Going Viral at Warp Speed

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When it comes to TikTok content creators, the biggest name in beauty is Mikayla Nogueira, the makup artist and former Ulta employee who blew up during the app’s pandemic-era boom. In her latest review, she marvels at the power of L’Oreal’s Telescopic Lift Washable Mascara ($15), and fans are accusing her of using false lashes to boost her review.

To respond to the controversy, hundreds of creators flooded the app’s For You Page with their own reviews to test Nogueira’s claims. Ironically, many came back with praises for the lengthening formula, creating a viral moment for the product despite the growing drama.

Product developer and educator Alexis Androulakis, who spends a lot of time analyzing new product formulations on social media, noted that this mascara is the first to market itself using millimeters, a measurement commonly used with lash extensions. “If you’ve ever gotten eyelash extensions you know it’s +10, +13, +16, so this [+5mm] is half of what eyelash extensions promise you at the base level of the length of the lash,” she explained in a video.

Androulakis isn’t the only one taking the drugstore mascara for a spin. Bethenny Frankel, James Charles and Jeffree Star all hopped on their accounts to give their own “honest” reviews of the formula. Despite the influencer hoopla, the consensus is largely positive. Will it replace your Ardell whisper lashes? No. However, the mascara shows it does the job with in each video review, making it worth all the controversy.

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