Stories from Makeup Tips

The Most Popular Mascara in the U.S. Sells a Tube Every 3 Seconds, and Only Costs $5

Zoe Weiner

Zoe WeinerDecember 12, 2019

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There are certain beauty products that stand the test of time. In my case, the same Clinique moisturizer I used to steal from my mom is now sitting on my vanity, alongside the MAC Ruby Woo lipstick that I’ve been wearing since the early 2000s. And as far as mascara is concerned, there’s one product that has reigned supreme since it was introduced way back in 1971: Maybelline Great Lash Lots of Lashes Mascara ($5).

The drugstore product has held the title of America’s favorite mascara for years, and 2019 has been no exception. A tube of the iconic lash lacquer sells every three seconds in the U.S., according to the brand, beating both other drugstore options and prestige ones… and it’s all for good reason. The mascara adds both length and volume to make lashes look doubly as long, thick, and luxurious, and gives them a subtle lift without the added step of an eyelash curler. The formula is buildable, so one coat will give your lashes a little oomph, but adding a second and third will amp things up even higher; plus it conditions on top of that.

It’s also intensely waterproof, so much so that one of the main complaints that users have with it is that it’s too hard to take off (though, pro tip, this four-ingredient homemade makeup remover should get the job done for you). If you’re looking for something that looks natural, never clumpy or spike-y, and will stay on all day without making you look like a raccoon, this green and pink tube has got what you need for less than the price of an oat milk latte.

Maybelline Great Lash Lots of Lashes Mascara might be Maybelline’s number one mascara, but it’s not the only one worth adding to your collection: The drugstore line outranks both affordable and luxury brands as the most popular mascara makers in the country, and according to Maybelline, nearly 13 percent of U.S. households owns one of their mascaras. If yours isn’t yet one of them, it may be time to hit the drugstore.

Maybelline Great Lash is also, well, great for sensitive eyes—here are 7 other eye-doc approved mascaras that are, too. And if you want fluffier lashes, this is exactly how many coats of mascara you need to get ’em, according to a makeup artist.

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