Amazon’s Number-One Selling Mascara Just Got an Upgrade

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When the world found out about essence’s Lash Princess False Lash Effect Mascara ($5) a few years ago, the internet just about broke. Reddit threads and Instagram stories were flooded with countless before-and-after photos of longer-than-ever lashes thanks to the impressive formula, now boasting a cool 150K positive reviews on Amazon alone.

And while the cult-classic mascara is a bonafide staple in many a makeup routine—its ability to lengthen and volumize lashes is like no other—there was one thing missing from the standout formula: the ability to curl lashes, too. 

At the request of customers everywhere, essence has just announced the launch of Lash Princess Curl ($5), available today on essencemakeup.com and online at Ulta and Amazon. 

The curling mascara will join the existing Lash Princess family—False Lash Effect, False Lash Effect Waterproof, Sculpting Volume and Volume currently round out the roster—and will deliver the same dramatic volume as the original, but with a curling formula and peanut-shaped fiber brush, a duo the brand notes “allows for easy application that provides maximum volume and curl.” As always, the formula is vegan and free of parabens and added micro plastic particles.

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