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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Why it's great: Cute packing + blacker than black color + volumizing formula = a win our books. As one Ulta.com reviewer puts it, "I've never had a mascara that is as good at lengthening and adding volume as this one. It is simply amazing for the price." Another explains that it's "easy to apply, provides a lot of lash definition, stays all day, and looks great with any look," adding that "I haven't found any smudging or flaking and use it regularly."
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Why it's great: This product pulls double-duty with a lash primer on one end and lengthening mascara on the other. "I apply the primer first, wait 30 seconds, apply a first coat of black mascara, wait another 30 seconds, and then apply a second coat of black mascara," explains one Ulta.com reviewer. "With this routine, I always get asked if I am wearing fake eyelashes!"
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Why it's great: "I've tried more expensive mascaras that I don't like nearly as well!" writes one Ulta.com reviewer. "I go back to this one, I love how the brush applies the mascara without clumping and separates my eyelashes." Another Ulta.com reviewer refers to this mascara as her holy grail. "If you want a natural look but still want length for daaaaaays you need this," she says, adding that the flexible brush is top-notch.
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Why it's great: "In one coat, it defines, separates and adds volume," says one Ulta.com reviewer. "It's almost like I am wearing falsies. Everyone asks me what mascara I use now." Another Ulta.com reviewer had this to say: "I was very impressed with this mascara and pleasantly surprised with its smooth application and easy removal. Lasts all day and doesn't flake."
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