There's an art to finding the perfect wand in the beauty world; mascaras can work like magic when used on the correct eyelash.
But finding that perfect brush and liquid combination for your lashes can be a real challenge.
Thankfully, the last couple of months have seen some truly innovative new mascara launches that have got beauty editors and bloggers raving.
From the brush that's looking to make eyelash curlers redundant to one guaranteed to give an end of day pick me up, here are the mascaras that could end your search for the perfect wand. Plus, we've found two treatments that will make a long-lasting impact on the volume of your lashes.
The tube packed with tiny false lashes
What Max Factor's Masterpiece Glamour Extension
In summary The mascara is packed with tiny fibres which disperse onto your lashes to make them thicker and longer.
Why it's making headlines Remember those double ended mascaras with one white tip and the other black? The idea was to extend and bring fullness to the lashes, but it would end up looking clumpy and messy. Now Max Factor has solved the problem and packed it into one liquid formula that will volumise lashes. Stylist's Beauty Editor Samantha Flowers calls it "false lashes in a tube".
Price £10.99, boots.com
The brush to make eyelash curlers redundant
What Benefit's Roller Lash Mascara
In summary The curved brush grabs, separates, lifts and curls lashes while the liquid shrinks as it dries so that it pulls your lashes up and holds them in place.
Why it's making headlines Following the cult status of Benefit's best ever selling product They're Real Mascara, the brand has finally launched a new mascara. While They're Real was all about boosting length and volume, this time the focus is on the curvature of lashes. Like other beauty writers, we found it gave our lashes a complete lift without the aid of an eyelash curler.
Price £19.50, benefitcosmetics.co.uk
The little back dress for lashes
What Estee Lauder Little Black Primer
In summary Like your favourite LBD, this mascara is a fail safe comfort that tints lashes without looking too bold, clumpy and unnatural
Why it's making headlines Unlike traditional lash primers that are white, this is tinted black so it can be worn as a dash of natural-looking colour. It can also be used as a base to bring volume, lift and length to a second coat of mascara.
Price £20, esteelauder.co.uk
The end of day mascara refresher
What Urban Decay's Mascara Resurrection
In summary A clear serum that brings mascara back to life when it's dry and limp at the end of the day.
Why it's making headlines The problem with topping up morning mascara with more liquid before you head out in the evening is that it can start clumping and looking like spider's legs. It's very hard to retain that smooth finish you achieved in your morning beauty routine. Which is where Urban Decay's new Mascara Resurrection comes in. The glossy clear liquid softens and un-clumps original mascara just enough to apply the fresh coat beautifully.
Price £10, urbandecay.co.uk
The hair conditioning mascara
What Rimmel London Wonder'full Mascara
In Summary It's a brand new volumising mascara that contains argan oil to condition the lashes.
Why it's making headlines A few years back hair oils became the hottest trend in beauty, cropping up in shampoos, conditioners and heat protection sprays. Rimmel's Wonder'Full Mascara is the first to bring the moisture-boosting ingredient to lashes. The argan oil nourishes the lashes and and helps deliver a clump-free application.
Price £7.99, boots.com
The 10-week eyelash lift
What Yumi lash lift
In summary A treatment that lifts and sets your lashes upwards to make them appear long, fuller and perfectly curled. It lasts for approximately 10 weeks.
Why it's making headlines When Stylist's Associate Editor (Beauty) Joanna McGarry returned from having this 60-minute treatment the office couldn't stop talking about it. Her lashes were noticeably longer and fuller, making her eyes appear more open. It's a great alternative to false lashes because it enhances your natural look.
Price £80, book online nailsandbrows.me
The custom-made formula
What Eyeko's bespoke mascara service
In summary The eye-only make-up brand has opened a new concession in Harvey Nichols Knightsbridge, London, where customers will visit a mascara specialist to find and create their perfect mascara.
Why it's making headlines With 'bespoke' being a rare word in the cosmetics world, the launch has had beauty editors and bloggers wondering why something like this has never existed before. During the 15-minute consultation, one of Eyeko's 'mascara editors' will whittle down the right brush shape, bristle density and mascara formula (from 100 variations) perfect for your lashes and the look you're after. “It’s like the Baskin Robbins of mascara,” says Eyeko co-founder Nina Leykind.
Price £28, email email@example.com to make an appointment