I Couldn’t Get This Best-Selling $10 Mascara to Clump If I Tried

Photo: Getty Images/ Kathrin Ziegler
The U.K. has given us a lot of things worth obsessing over: The Spice Girls, David Attenborough documentaries, and Harry Styles, to name a few. One other thing to add to the list? No7's "The Full 360" mascara, AKA my new favorite lash lengthening product.

According to the brand, a tube of the mascara sells every nine seconds in the U.K., which is... wild. In the time it's taken you to read those four sentences, at least two bottles of the stuff has flown off of the shelves. So as a beauty editor who has (literally) made a full time job out of testing the latest and greatest in mascaras, I had to see what the hype was all about.

It only took two swipes before I was utterly hooked. The product lengthened my lashes without making them look fake or overdone, which is something I've traditionally struggled to find in a mascara. It essentially made them look like their natural selves but better. And a whole lot longer. My boss told me my lashes looked "long and wispy," which made me feel like the 2019 version of Twiggy, and lemme tell ya: I didn't hate that. Plus, the curved brush gave my lashes the perfect upward inflection to make me look more awake, which is always greatly appreciated in a product—especially on a Friday morning.

The most impressive thing about the No7 mascara, though, is that it doesn't clump. Like, at all. I swiped on 5 coats of the product, and there was not a single nasty black ball to be found. It actually got to the point where I was trying to get it to clump, just to prove that I could, and even that didn't work. So, color me impressed.

Speaking of colors, the product comes in exactly two of them: solid black, and deep brown/black. I tried the latter, and if you can't tell by the 300 words I've just spent gushing about it, I really, really loved it. If you happen to be shopping stateside, the mascara is available at Target for—get this—$10. Pretty, "long and wispy" peepers, here you come.

We're all about the under $10 beauty: Here are some cheap skin-care products that will give you a glow for nothing more than a Hamilton. And while you're at it, check out the best drugstore beauty products of 2019 (so far, at least). 

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