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Grab it now before Tik tok makes it sell out

“Maybe she's born with it, maybe it's Maybelline.” When it comes to make-up, Maybelline has been knocking around for years and has always been a solid and dependable beauty favourite.

But there's one product category in particular that the brand really knows how to nail: in fact, one Maybelline mascara sells every seven seconds (yes, really). So, we were especially excited when we heard about the brand’s latest launch, the Colossal Curl Bounce Mascara, that promises to turn the volume up on your lashes and costs a very reasonable £10.99.

Curl Bounce follows on from the viral success of the brand’s Lash Sensational Sky High Mascara that dominated on Tik Tok and Instagram last year. Selling out across the board, it seemed like everyone was fighting to get their hands on one – us included.

Is Maybelline’s viral new mascara worth the hype? Cosmo’s beauty director put it to the test✅ #maybellinecurlbounce #curlbounce #mascara #viralbeauty

Of course, we shouldn’t believe everything we see on social media. So we've personally put this much-hyped mascara through the wringer and, with much pleasant surprise, think we've found a new holy grail. In short, we’d advise snapping this one up before Tik Tok does its thing and you can't find one anywhere.

While we did like the Sky High mascara, we found the formula to be a little too wet, which can make a rushed Monday-morning application a messy affair.

But Curl Bounce has a thicker consistency, which means that the product slides on a lot easier and really sticks to your lashes. It also dries very quickly, making it painless to layer on for more drama when you are topping up for a night out.

With thicker consistencies it’s easy to veer into spider-lash territory (circa 2010). But Curl Bounce didn’t do us dirty like that. Instead, our lashes were voluminous at the very start of the lash-line (great if you CBA with eyeliner ) but remained separated and defined at the tips. In short, the dream.

Similar to the Sky High after all-day wear, we did notice a bit of flakiness along the lower lash line. However, this is a very common problem with mascaras designed with volume in mind, so we'll let it slide.

To truly measure the mascara’s curling power, we put down the eyelash curlers (cry) for this one.

But Maybelline really pulled through. Our lashes had a lovely curl to them with just one coat of the product – probably down to the clever design of the brush. One side is rounded, while the other is flat, which helps you curl every single lash while also combing out the product to get better separation. Buh-bye clumps, hello brow-skimming lashes.

Sadly, our carefully crafted lash curl did not stay all day, which was a tad disappointing Although, perhaps with a bit of eyelash curler coaxing you could really maximise your curl power.

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Overall, the Colossal Bounce really stood up to its rivals, curling just as well as the more spenny volumising options, (like our forever fave Benefit Roller Lash Curling Mascara). While it has its flaws, it really holds its own against the boujee brands, and proves you can get super fluttery lashes without maxing out your beauty budget. Maybelline, you’ve still got it.