Benefit's new Roller Lash Mascara

I missed the press event this week, but ta-dah – here’s the new Benefit launch of the year – a brand new mascara – the Roller Lash Mascara. With the phenomenal success of the They’re Real mascara, you’d be forgiven for wondering why they bothered launching another.

But, hey, they’re a beauty brand, and that’s the name of the game. So, the Roller Lash. Fabulous packaging, with its pretty pink cap, based on retro hair rollers, and a brush that promises to eliminate the need for eyelash curlers, by curling those lashes by hooking them. Sounds painful, but it’s not. The patent-pending Hook ‘n’ Roll brush grabs, separates, lifts and curls! Impressive. And the mascara’s curve-setting formula holds for 12 hours.

Roller Lash also contains Provitamin B5 & Serin, ingredients known for their lash-conditioning benefits, so your lashes will be curly and luscious!

Once I get one of these mascaras in my hands, I will pop up a proper review. Meantime, you’ll have to wait until March to get one of your own.

Benefit Roller Lash mascara, £19.50, from March, Benefit counters, and benefitcosmetics.co.uk