Rimmel London has launched a new mascara, with an innovative brush and formulation – Wonder’Lash Mascara with Argan Oil.

The brush is designed to coat each lash with perfect separation, from root to tip. The bristles are very soft and every flexible, which enables them to be more effective in delivering more precise lash separation, Rimmel claims – calling the applicator a “next generation” mascara brush. It is designed to also reach the tiniest corner lashes.

The mascara bottle is metallic bronze-gold, with a ‘twisted’ asymmetrical look. The product’s Moroccan Argan oil will help condition lashes, making sure they can “break through the clumps,” the company says, while delivering “full, smooth volume.”

This new mascara retails for approximately $7.99, and has launched at mass market retailers nationwide. There are three options – black, extreme black, and waterproof.

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