Benefit Roller Lash Mascara

Sometimes being a beauty editor is a little like being in MI5. And the launch of Benefit Roller Lash was definitely one of those moments: we were sworn to secrecy about this innovative mascara, on pain of death if we leaked so much as an Instagram of the inside of the container (slap, bang in the centre of Marble Arch) where the launch was hosted. Well: shout it from the rooftops! Roller Lash is here - and pretty extraordinary it is, too. Of course, Benefit They're Real! has already become the UK's bestselling mascara - but even that's not necessarily a perfect match for those who like a little extra curl with their swoop.

This, however, curls like there's no tomorrow - and is amazing at opening up the eye. It's all down to some little grippy 'hooks' (invisible to the eye) on the rubbery wand, which hang onto your lashes while you brush them upwards. (They were inspired by Velcro hair rollers!) The formulation is long-lasting, though not volumising - this is for those who like definition, rather than thick black lashes.

But if your lashes droop and generally look sad (like Jo's do), or you need every last lash you possess accentuated (because you were rather under-endowed in the eyelash department), you're going to l-o-v-e this.

And our own agents on the ground tell us that They're Real! better start looking over its shoulder...

UK readers find Benefit Roller Lash Mascara at£19.50