This New $9 Mascara ‘Looks Like False Eyelashes’ — and Has Already Sold Out Four Times

It’s going viral on TikTok — to the tune of 54.4 million views.
By Rachel Nussbaum
Jan 14, 2021 @ 11:00 pm
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Amazon's "Movers and Shakers" section is always a must-watch as a real-time reflection of what shoppers collectively realize they can't live without. Sometimes it features mainstays like Revlon's One-Step Hair Dryer Brush, which is usually among the top sellers. But a new drugstore mascara recently made the list, and it's already sold out four times. 

Maybelline's new Sky High Washable Mascara has seen its sales rise by 1,050 percent over the last 24 hours, and when something is giving Q-tips competition, you know it's about to become a household name. According to the brand, the $9 mascara has flown off the shelves at Ulta, thanks in part to TikTok videos featuring the product — its hashtag has over 54.4 million cumulative views. As of now, the mascara is out of stock at the retailer, but three of the four shades are still available on Amazon, where it's claimed the title of No. 1 best-selling mascara.

That's pretty impressive for an item that just launched in November. Amazon shoppers are incredibly happy with the formula, with one person writing that the mascara "lengthens your lashes so well, it looks like you have on false lashes." Another reviewer, who claims to "barely have eyelash length," shares that it makes theirs look "as long as fake eyelashes" and just as thick. In the span of three months, it's gained over 400 five-star ratings and drawn comparisons to mascaras that are three times more expensive.

Credit: Courtesy

Shop now: $9; amazon.com 

Some beauty fanatics have crowned it their new favorite drugstore mascara, saying they no longer need to layer on others — plus, the $9 price tag is an added bonus if you replace your tube every three months. Even customers who describe themselves as super picky about mascara say it's "absolutely amazing" and "gives you so much length and volume" with no clumps and no flaking after a full day of wear. 

"I had chemo four years ago and my lashes grew back very thin," one reviewer writes. "I am constantly buying mascara for fullness or length. This mascara made my lashes soooo long. Even my husband noticed!" 

Others claim that Maybelline's mascara reduces the need for a lash primer. One person simply summed up their obsession like this: "Loved. If you want long lashes, get it." We'd add to get the mascara fast — because if Ulta's sales are any indication, the TikTok teens are coming for it.