New Benefit mascara with magnets theyre real where to buy UK

A new Benefit mascara is on its way: The new They’re Real! mascara uses magnets to help you coat every lash

18th February 2021 | Author: Victoria Woollaston-Webber

The Benefit mascara range has largely remained the same for years. While the San Francisco-based brand has released various products elsewhere in its makeup collection – the most recent being the Benefit Setting Spray – it’s kept to the old adage: “if it’s not broke, don’t fix it.”

However, all that is about to change after a new Benefit mascara has launched in the UK and US.

Called the Benefit They’re Real! Magnet Mascara, it is (as the name suggests) part of Benefit’s wider They’re Real! mascara collection, yet there’s a twist.

Inside the core of the mascara brush is a magnetic core that is attracted to the new magnetic formula. Not only has it been years in the making, but its release was also pushed back due to the ongoing coronavirus pandemic. Which explains why we’re only just hearing about it properly now.

Buy now from Cult Beauty

Benefit They’re Real! Magnet Mascara

“We’ve inserted a magnetic core in the middle of [the brush],” Jamie Bell, the former Benefit executive vice president of global marketing told Allure before she left the brand last year. “We simultaneously developed a special magnetic, mineral-enriched formula, specifically formulated to interact with the brush’s magnetic core.”

This formula specifically uses iron oxides – ferric ferrocyanide and ferric ammonium ferrocyanide – which are magnetically attracted to this metalcore.

Ferric ferrocyanide was one of the first synthetic pigments used in cosmetics. It’s iron-based and creates a deep blue colour when its salts hit the oxygen in the air. As a result, it’s also known as Prussian blue.

FURTHER READING: What is mascara made of and how does it actually work?

The presence of the word ‘cyanide’ in the names of both compounds may sound scary – it gets its name from the fact the pigment is created during the oxidisation of ferrous ferrocyanide salts, which in turn contain iron that is bound very tightly to cyanide molecules – yet they are both safe to use. In particular, they have been designed specifically to be safe for use around the eye.

They are already used in a range of Benefit brow products, as well as the brand’s BADgal! Bang Volumising mascara. You can see which other brands and products use them on the EWG site

Buy now from Cult Beauty

Where to buy Benefit They’re Real! Magnet Mascara

The Benefit They’re Real! Magnet Mascara costs £13 for a travel-sized version or £24.50 for a full-sized mascara and it’s on sale via Cult Beauty, Lookfantastic, Feelunique, and Benefit. At the time of writing, it’s actually 50p cheaper from Cult Beauty.

Buy now from Cult Beauty

How does the Benefit They’re Real! Magnet Mascara work?

As you run the magnetic brush through your lashes, and coat these lashes with the magnetic formula, the two become attracted to each other.

This means that the lashes stay in closer contact with the brush, compared to regular mascara wands, and this helps better coat them from root to tip in pigment.

This also means that if you happen to get a small amount of formula on your tiny lashes on your lower lash line, or in the corner of your eye, these little lashes will be attracted to the brush and similarly achieve a better coating than they normally would. All without clumping and having to go in multiple times with multiple coats.

FURTHER READING: We’ve reviewed and ranked every Benefit mascara to finally reveal which is the best, from BADgal to Roller Lash and They’re Real!

The magnetic attraction also pulls all of the lashes up out with every sweeping movement.

According to Allure, you can’t feel the force of the magnet but the results are immediate and, to avoid putting too much formula on the lashes the mascara tube has what’s referred to as the “wiper”.

This apparently is the name given to the tight entrance to the new Benefit They’re Real! Magnet Mascara tube which scrapes away excess product in ways not seen on current mascaras in the range, or its rivals.

FURTHER READING: How to apply mascara like a pro

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