When the wands started oscillating, I thought I’d seen it all. After the whole vibrating/spinning mascara brush trend (so 2008!), what else could one possibly do with a basic mascara brush? Wait — I know. They could fashion one into the shape of a medieval flail, hi-ya!
But that wasn’t the end of innovation for the mighty mascara wand. Buxom’s Amplified Lash Mascara ($22), a Sephora exclusive, comes with a new twist (literally).
Available in just a single shade called Loud Black, it’s designed to thicken, lengthen and separate lashes. That’s all well and good, but I think the brush is what really sets it apart. I don’t think I’ve ever seen anything like it before. By twisting a little knob on the end of the wand, right where you hold it, you can expand and contract the length of the brush part about a quarter of an inch. The different lengths, says Buxom, create different lash effects.
When fully extended, the brush volumizes lashes up to 600%. When in its compact position the bristles squeeze closer together to expertly comb through each and every lash for maximum length, separation and definition.
Twisting the knob one way makes the brush longer; the other way makes it shorter. And you can see it expanding and contracting right before your very eyes — like mascara magic, oooh!
I don’t have a lot of experience with the Buxom brand, but the few products of theirs I have tried have stood out more for packaging than actual performance.
Until now. I’ve been wearing Amplified Lash for the past few days, and I must say — I like it.
I start by applying one coat with the brush in the elongated position, and then add two more coats using the shorter position. Together that gives me lashes that look dramatically longer and well defined.
Before (top) and after (bottom) three coats
Before (left) and right (bottom) three coats
Okay, but what about the formula? Well, I love really thick, drag queeny lashes, and I don’t think Amplified Lash amplifies lashes as well as my current mascara faves, Panthera Mascara and YSL Faux Cils, but it’s certainly not bad. If you’re cool with a moderate increase in volume, it’ll probably do you just fine. My lashes do feel soft and light wearing Amplified Lash, and they look delightfully dark and smooth (no clumps!).
As for the company’s claim that the product thickens “up to 600%,” that’s just crazy talk. Seriously, how’s anyone supposed to quantify that?!.
After about 12 hours of wear (or thereabouts — its a long time, anyway), I notice a smidge of smudging along my lower lash line, and I’m okay with that. It’s a cinch to remove at the end of the day. A little water and some good ol’ PMS does the trick.
It seems like the prices of a lot of department store brands have been inching up lately, and at $22, this one’s two bucks shy of Dior Show territory. Even with the novel brush, it’s on the expensive side. But, despite some slight smudging and the high price, I think it’s still a solid mascara. It might be worth a try if you’re on the hunt for something that offers a little bit of everything in one little tube.
AVAILABILITY: Available now exclusively at Sephora stores and also online
MAKEUP AND BEAUTY BLOG RATING: B+
Your friendly neighborhood beauty addict,