Why it's great: Allow one Ulta.com reviewer to explain: "I have used this product for years now. My lashes are not very long and they do not stay when I curl them. I always look for a mascara that can hold a curl. This product is it! I have tried about 7 different high-end brands but I always come back!" Another Ulta.com reviewer says that this classic mascara in the orange tube makes her lashes "full and long without giving them a fake look."
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Why it's great: You may not think priming your fringe is an essential step in your makeup routine, but it really does make a difference, and this particular lash primer is case in point. "I was so surprised to love this primer!" writes one Ulta.com reviewer. "It's a great affordable option as it defines and lengthens as well as conditions lashes." Swoons another Ulta.com reviewer, "This is the best primer I have ever used. They really make my lashes stand out and I am always getting compliments. They make my lashes look thick. This is a definite must-have in my makeup bag."
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Why it's great: This mascara features a flared brush that's designed to capture each and every lash. Plus, it's hypoallergenic. "My eyes burn and hurt with most makeup and I purchased this because of its good reviews for sensitivity," writes one Ulta.com reviewer. "This mascara doesn't bother my eyes and it works great with making my eyelashes look thick, long, and dark." About the brush, one Ulta.com reviewer had this to say: "It makes it really easy and quick to fully coat my lashes. It does take some getting used to maneuver the brush, but it's great when you get the hang of it."
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Why it's great: Doll lashes are in — and this mascara gives you the trendy look for a fraction of the price of high-end doll lash formulas. The mascara "goes on easy and separates nicely," says one Ulta.com reviewer, while another writes: "I love the wand on this mascara, it doesn't clump and fits easily on the lower lash line as well. It didn't flake or smudge."
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Why it's great: We couldn't leave a waterproof mascara off this list, and this one's a favorite of Ulta shoppers for many reasons. "I love how this waterproof mascara adds volume and length to my lashes," raves one Ulta.com reviewer. "The wand size is perfect and its awesome shape allows me to reach the inner eye without smudging on to my skin. I haven't had any problems with flaking or clumping." About the removal process, "at the end of the day, I use a waterproof eye makeup remover and then wash my face, and it removes completely and doesn't leave little black specs around my eyes like some other formulas," writes another Ulta.com reviewer.
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