Try Flower Zoom-In Ultimate Mascara for Lash Looks With a Twist — No, Really, You Twist a Dial on the Tube to Change the Shape of the Brush

Published in: Drugstore Beauty Finds, Eyes, Flower, Makeup, Product Reviews

Flower Zoom-In Ultimate Mascara

My first dip into Drew Barrymore’s new Flower Makeup line: her Zoom-In Ultimate Mascara

Whenever I’m flipping through the channels and see that the The Wedding Singer is on, I grab a jar of Chocolate Butter and a spoon (more on this in a second), and sit back and relax with it for the hundred billionth time.

Great music, mullets, awesome ’80s references (“We’re living in a material world, and I am a material girl…or boy.”) and, of course, Drew Barrymore!


I’ve always thought she’d be fun to kick it with, ya know? And we could talk about makeup, too. In fact, she recently released her own cosmetics line called Flower, available exclusively at Walmart and

“You no longer have to spend a lot of money to get the quality cosmetics you want and deserve. How do we do it? We do not pay for advertising. Where other beauty brands spend a vast percentage of the cost of their products on ads, we do not. Drew, as an owner of the brand, takes pride in promoting Flower, which in turn allows us to put all of our resources into the formulas and packaging, and not into advertising. Custom-formulated with the same ingredients used in luxury make-up, our exclusive botanical-infused Soft-Focus Complex illuminates for a lit-from-within effect. All products are proudly made in the USA and are never tested on animals. So be em-FLOWER-ed. The best make-up isn’t only found in high-end stores any longer.”

The brand doesn’t believe in animal testing and features a wide array of well-priced products, like the $8 Zoom-In Ultimate Mascara I wore last weekend.

If you’ve ever felt the urge to toss a mascara tube in the trash after combing through pesky lumps or bumps (always seems to happen when I’m in a big rush, like the mascara knows I’m running behind), try Zoom-In’s smooove formula and customizable brush.

The wand has a dial/doohickey at the top; twisting it shortens the brush at the other end, which transforms it for different effects (like lengthening, curling or volume), letting you choose the lash look you like.

I find it oddly thrilling. 🙂

For natural-looking lashes with a little extra length, I keep the brush long, but for more thickness and curl, I’ll twist the dial down.

Flower Zoom-In Ultimate Mascara before and after

Plain lashes on the left of the screen and two coats of Zoom-In on the right of the screen

And no matter how many layers I apply, the formula doesn’t clump.

Besides the empowerment I get from choosing my lash look, I think the mascara itself is pretty cool, especially for natural, casual lash looks.

Flower Zoom-In Ultimate Mascara

Lovin’ the length and lift…

Flower Zoom-In Ultimate Mascara packaging

A shot of the tube

Flower Zoom-In Ultimate Mascara packaging

Another shot of the packaging

Flower Zoom-In Ultimate Mascara packaging 3


I don’t notice any flakes or smudging when I use Zoom-In — not even after a full day of wear — yet it still washes off easily before bed.

Sweet. 🙂

AVAILABILITY: Available now exclusively at Walmart stores and
MAKEUP AND BEAUTY BLOG RATING: B+ (the effect it delivers may be a little too natural-looking for some guys and gals)

Okay, so Chocolate Butter, aka my latest flavorful obsession.

I have literally — literally — been eating it by the spoonful.

Basically, it’s a creamy nut butter with cacao nibs (nubs?), and if that hasn’t sold you on it yet, you can spread it on toast, or drizzle it on desserts, dinner, dining room tables, TV remote controls, loved ones… Or eat it straight from the jar, which is my preferred delivery method, OM NOM NOM!

It’s by a company called Chocovivo, an up-and-coming creator of chocolate yummage. They’re down in SoCal, but they take orders online.


I’m just sayin’. 🙂

It also comes in a few flavors: Chocolate Almond Butter, Chocolate Caramel Butter and Chocolate Hazelnut Butter.

I’m halfway done with my jar of Caramel already… Yes, I will wipe the jar clean with my fingers to get out every last bit, hahaha!

Your friendly neighborhood beauty addict,



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So far, 19 people have commented on this article. How cool is that?

  1. Windie says:

    Seriously mad photography skills.
    Saw Drew Barrymore’s promo for this and have been wanting to try it.
    Thanks for the reminder.

  2. Chelsea says:

    Sounds like it’d be a fun mascara to play with!

    And that chocolate butter sounds right up my alley.

  3. Katrina says:

    Karen you’re beautiful! Can you please share your whole face makeup look?

  4. Sarah says:

    Yes Karen! You’re absolutely glowing here…can you share your whole entire make up look? I really like your eye look!!! Thanks.

  5. Kori says:

    Wish she would’ve left out the parabens! Otherwise sounds like a very cute line!

  6. Michelle Teixeira says:

    That is such a fun contraption! Thanks for the mini video demo. I think I might have to drag myself into Walmart and take a gander at this new line.

  7. camille says:

    I saw her on a show, and she did mention her make up. Thanks for the reminder (like the gal(s) before me ^ had said 🙂 ) And it’s available at Wal Mart! You know that has to make the pocketbook smile! And made in USA?! That has to make The Man pretty proud. I’m stopping by my local Wal Mart tomorrow, since it’s my cardio window shopping day. How did it do with the smudging? I have issues with mascara migrating a tad, to under my eyes, even though I curl my lashes, and set my whole face with powder. 🙁

  8. gio says:

    That’s one cool wand! But I prefer mascaras that give a more dramatic look to the lashes so I don’t think this one would work for me.
    gio recently posted … Product Review: Essence My Skin Soft Cleansing Gel

  9. Helz Nguyen says:

    WAUH! That’s AWESOME! I still don’t get how the brush could change to different shape hehe. But definitely going to try this 🙂 I’m a gadget geek.
    Helz Nguyen recently posted … Review and Swatches: Maybelline Color Sensational Vivids lipsticks in Shocking Coral and Hot Plum

  10. Charisma says:

    I can’t wait to try this!

  11. Danielle says:

    OMG I love The Wedding Singer! I’ve been intrigued by a few things in this line, particularly the lipsticks.
    – Danielle

  12. Charisma says:

    It’s an innovative product as well!
    Charisma recently posted … Sultry Valentines Day Makeup

  13. Monica P says:

    Huh, kinda interesting. I’d probably buy it .. give it a try 🙂

    Monica P recently posted … A striped black and white top, minus the peplum

  14. Sarah says:

    I have this. It took me a minute to figure out how to use it, probably because I ripped it open right away – it’s an excellent mascara and kind of fun too! I really like the formula and happy to see someone post about it. Plus the flower packaging is adorbs!

  15. Lynn says:

    Another request for the makeup look you are rocking! The lipstick looks perfect for Spring!

  16. April says:

    Please tell us what you’re wearing on your face! Your complexion is flawless!

  17. Jennifer says:

    SO COOL! I saw the video on twitter and didn’t understand it but now reading the post, I totally get it and it’s so cool!
    Jennifer recently posted … Mani Monday: The French Pedi

  18. Olivia says:

    Love this mascara- and funny- it was the reason I created a vine…it was just so perfect for it.
    Olivia recently posted … #LuckyFABB West Day 2 Recap

  19. Brenda Fiorini says:

    I absolutely love it
    I wish I could post a picture of my eyelashes after I wore it

    I love it!!!!!

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