When it comes to mascara, it’s fair to assume there’s only so much a brand can innovate. You can add fibers, a quirky wand, pigment that’s blacker than black (yes, it exists). But today marks a momentous occasion in makeup, because Benefit has flipped the category on its head and launched something that’s completely new to market: magnetic mascara. Stay with me here.

Benefit They’re Real Magnet is an updated launch of the iconic They’re Real original, and it uses the phenomenon of magnetic force to really lift the lashes up. The method behind it is relatively straightforward: the mascara formula itself is full of magnetic mineral particles, whereas the wand has a magnetic core that draws the lashes up as you comb through (think of the way two magnets are drawn to each other and apply this concept to your lashes and mascara wand). The result is superior length — 40 per cent longer than bare lashes, according to Benefit — and a really clean, defined aesthetic.

I’ll be the first to admit the idea of magnetic mascara seems gimmicky, but this stuff works. I’m not surprised — Benefit mascaras have always been a favorite of mine — but they way this drags the lashes up toward the brows (and keeps them there) is pretty special.

Outside of the magnetic technology, the wand also features lots of tiny zigzag, plastic bristles to separate each lash, and the tube utilizes a stopper so excess product is removed — this means less clumping or smudging due to wet, goopy lashes that have been overloaded with product.

Benefit They're Real Magnet Mascara Review
Before and after using the new Benefit They’re Real Magnet Mascara

Application is nothing unusual. I just applied five to six coats, one straight after the next to prevent clumping. It’s a super lightweight product, so it won’t weigh lashes down. After eight hours of wear, it hadn’t smudged, flaked, or smeared, either. And in terms of clean, brow-skimming length, it’s by far one of the best mascaras I’ve tried. Magnets in my makeup… turns out I’m a fan.

The Benefit They’re Real Magnet launches globally today, and retails for $27.

Shop below

Benefit Cosmetics They’re Real Magnet Mascara, $27. shop now

thoughts?