This product is still available for you to purchase and has not been discontinued.

Mascara by Maybelline New York features superior brush technology and innovative formulas that let you create whatever lash look you set your eyes on. Choose from our long lasting, lengthening or volumizing mascaras to curl, define and boost lash fullness for a natural or dramatic lash look.

Official Animal Testing Policy: L'Oréal no longer tests any of its products or any of its ingredients on animals, anywhere in the world nor does L'Oréal delegate this task to others.

Maybelline New York Specifications

• Best Foundation. Maybelline New York Fit Me Dewy + Smooth Foundation. Amazon.
• Best Blush. Maybelline Fit Me Blush. Ulta.
• Best Waterproof Mascara. Maybelline Great Lash Waterproof Mascara. Target.
• Best Liquid Eyeliner. Maybelline Hyper Easy Liquid Pen Eyeliner.
• Best Lipstick. Maybelline SuperStay Vinyl Ink Longwear Liquid Lipcolor.

Total Temptation™ Waterproof Mascara builds lashes for full and soft volume.

Maybelline New York is the number one global cosmetics brand and is available in over 129 countries worldwide. Offering more than 200 products, Maybelline New York combines technologically advanced formulas with on-trend expertise to create accessible cosmetics with a cool, urban edge and a spirited style.

The Maybelline Company was founded in Chicago by pharmacist Thomas Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally called Lash-Brow-Ine.

Is Maybelline vegan? Many Maybelline products aren't suitable for vegans, as they contain carmine and lanolin, however some products do not contain animal products in the ingredients. However, as Maybelline is not cruelty-free, some may argue that none of the products are truly vegan.

All of Maybelline's products must pass a rigorous expert-led evaluation process led by our world-renowned Research & Innovation facilities to ensure adherence to our safety standards.

Too Faced Better Than Sex Mascara is not just for celebs; in fact, thousands of reviewers on Amazon alone have sung the product's praises for years, bestowing it with a 4.4 out of 5 star average across over 16,000 reviews.

Superhero Mascara Lo nearly forgets to tend to her lashes, but at the end of the video, she whips out a plain black tube that is none other than IT Cosmetics' Superhero Mascara (available at Amazon, Ulta, and Sephora). She gently swipes the product onto her upper and lower lashes and says, “This is the most important part.” J.