There’s no better indication of a product’s popularity than when it goes viral on Pinterest and, being the fickle creatures that we are, as soon as something goes viral we’re pretty much guaranteed to want it.
Take, for example, the most-pinned nail polish, a beautiful nude colour from Essie that we had to snap up immediately.
Then, there was the 71% rise in pins of berry coloured lipsticks that served as the perfect excuse to overhaul our entire red-to-raspberry range of lipsticks.
And despite the fact our bank balances suggest we should probably stop stocking up on everything that goes viral on social media (we haven’t even mentioned the dresses and tops that are all over Instagram), we’re going to make an exception for this next product, which has been crowned the most popular mascara on Pinterest.
The mascara has a revolutionary “tubing formula” that coats lashes in miniscule elastic tubes to give maximum volume with lots of staying power.
Speaking to Stylist.co.uk about why the product is so popular, No7’s Global Brand Director Lara Purcell said, “it really does do it all – this multi-tasking wonder lasts through whatever the day throws at you.
“It’s smudge-proof, sweat-proof, flake-proof – life-proof! It’s a ‘tubing’ formula, which means it will stay put all day but remove easily with warm water – no lash-tugging, no panda eyes.
“Add to that the gorgeous packaging and it’s no wonder it’s a Pinterest favourite.”