Just when you thought you've seen everything: Dior has released the world's first "squeezable" mascara that promises to give you thicker, longer lashes.
I know; WTF is squeezable mascara? Hold on to your butts; you're about to find out.
This is Diorshow Pump'N'Volume mascara, which promises XXL lashes.
It's available right now ($30, Dior) — and promises that THIS is the mascara that will change the game.
Per the press release, "By pumping the soft tube, you generously coat the brush and soften the creamy, rich mascara formula inside for a perfect, fresh application, every time. The special bounce-effect brush features ultra-supple bristles that load lashes in a single sweep, creating daring, pumped-up volume without clumping."
The tube is made of a flexible plastic, which is meant to flex as you squeeze it — warming the mascara and ensuring an even, clump-free application.
The instructions sound a little more elaborate than your average mascara.
"To apply, remember Pump, then Volume. First, Pump: squeeze the tube 2-3 times to soften and warm the mascara, and to fully load the brush. Next, Volume: apply the mascara by zigzagging the brush over the lashes, making sure to cover them from root to tip."
The press images certainly look pretty convincing. That's some good eyelash action on Bella!
But early YouTube reviews are not quite as unanimous.
Valerie at Blossom In Blush says the brush is really big, and the formula is a bit on the watery side — but that the pumping action is neat.
She also adds that if you don't "squeeze the bottle AS you pull it out," or you risk clumps.
Kind of a high bar of entry.
Samantha at The Pale Geranium loved the concept, but also calls out the clumps. "I don't know WHAT the squeezing does, honestly."
Amy at Art of Cho echoes the same concerns — even though she likes the formula, she says "It is SUPER hard to use."
"It's very wet, but it gives you the volume and length like falsies. I have short lashes that will NOT hold a curl, but the wetter the formula, the heavier it tends to be. It doesn't flake on me... it is $30 for a mascara. That is CRAZY."
Jury's still out on whether this mascara delivers on the super-massive lash claim. But a squeezable tube? THAT'S interesting.
Maybe it's a gimmick, but maybe it's brilliant. Me, I'm holding out for squeezable-like-toothpaste mascara.
Will you pick this bad boy up at Dior to test it out? Let me know in the comments or on Facebook.