Maybelline is one of the most recognised mascara brands in the world. The company traces its history back to 1915, and eye makeup was where it made its name. Today its mascaras sit in almost every drugstore, and several have kept a loyal following for years. Here is why the range is so popular, how four of its best-known formulas differ, and how to pick the one that suits your lashes.
How we put this together: this review is based on brand information and widely reported user experience, not our own lab testing. Formulas and names vary by country, so check the current version where you shop.
Why Maybelline mascara is so popular
- Price. Most of the range sits at drugstore prices, which makes it easy to try more than one formula.
- Choice. There is a formula for most lash goals: volume, length, curl or separation.
- Brush design. Each line pairs its formula with a specific brush shape, and the brush often matters more than the formula itself.
- Washable and waterproof versions. Many lines come in both, so you can choose between easy removal and all-day hold.
4 Maybelline mascaras compared
1. The Magnum Big Shot
An update of the classic Volum’ Express The Magnum, designed for dramatic volume. The gel formula dries quickly, so work in short, confident strokes.
- Best for: bold, thick-looking lashes for evenings or photos.
- Watch out for: the quick-drying formula can clump if you apply it slowly or add too many coats.
- Removal: the waterproof version needs a dedicated eye makeup remover.
2. The Falsies Volum’ Express
Aimed at a “false lash” effect. The slim, slightly curved brush reaches the inner and outer corners well, and the formula is designed to build length and fullness while keeping lashes separated.
- Best for: short or sparse lashes, and beginners who want an easy brush to control.
- Watch out for: the waterproof version needs thorough removal at night.
3. Lash Sensational
Known for its fanned-out, full-lash look. Maybelline describes the curved brush as having layered bristles that reach from the root to the tip, spreading lashes out evenly.
- Best for: medium to long lashes that you want separated and fanned.
- Watch out for: the brush is fairly large, so it can be harder to control on very short lashes.
- Removal: the washable version comes off easily with a gentle cleanser or micellar water.
4. Volum’ Express Hyper Curl
A curl-focused formula with a small, curved brush that makes it easy to build coats. Maybelline markets it for long-lasting curl, and its waterproof version helps that curl hold.
- Best for: straight or slightly drooping lashes of average length.
- Watch out for: very straight lashes will still benefit from an eyelash curler first.
Which one should you choose?
- You want volume: The Magnum Big Shot.
- You have short or sparse lashes: The Falsies Volum’ Express.
- You want long, fanned lashes: Lash Sensational.
- Your lashes won’t hold a curl: Volum’ Express Hyper Curl, ideally the waterproof version.
- You have sensitive eyes or wear contact lenses: start with a washable formula, which is gentler to remove.
How to apply mascara without clumps
- Curl first. If you use an eyelash curler, curl before mascara, never after.
- Wipe the wand. Large brushes pick up a lot of product. Blot the tip on a tissue before the first coat.
- Start at the roots. Place the brush at the base of the lashes and wiggle it in a gentle zigzag as you sweep upwards.
- Work in thin coats. Add a second coat before the first dries completely; layering over dry mascara causes clumps.
- Don’t pump the wand. Pumping pushes air into the tube and dries the formula faster. Twist the wand instead.
- Fix smudges with a cotton bud. Dip it in a little makeup remover and wipe gently once the mascara has dried.
Mascara care and safety
- Replace it regularly. Most guidance recommends replacing mascara about three months after opening, because the tube can collect bacteria.
- Never share mascara, and stop using it if your eyes become red or irritated.
- Remove it gently every night. Hold a soaked cotton pad on closed lids for a few seconds, then wipe downwards without rubbing. Waterproof formulas need an oil-based or bi-phase remover.
The takeaway
Maybelline’s popularity comes from affordable formulas with brushes built for specific lash goals. Pick by your lashes first: volume, length, separation or curl. Apply in thin coats from the roots, replace the tube every few months, and choose washable formulas if your eyes are sensitive.
Product details reflect brand information available at the time of writing and may vary by market. Written with reference to a review published by Beauty Review (beautyreview.co).