TikTok Was Right—This Mascara Has Curling and Lifting Superpowers


Welcome to Internet Famous, a monthly series in which we ask our Instagram followers to vote on a viral beauty product that's taken social media by storm. Then the beauty team will take the winning pick for a spin and share their reviews—pictures included.

I have an irrational fear of eyelash curlers. I just don't like any objects near my eyes, especially objects that look like they can can rip my eyelashes out. Maybe that's dramatic, but the thought of using one actually makes me feel sick. So I put a lot of pressure on mascara. I need a formula that doesn't irritate my sensitive eyes, adds major length, and curls and lifts my lashes. It's a lot to ask, I know, and a lot of formulas aren't up to the job, but Benefit Cosmetics's Roller Lash Curling and Lifting Mascara ($27) is.

She really does it all. Small eyes? She'll open them right up. Short lashes? She'll lengthen them. Straight lashes? Don't worry—she can curl 'em. What makes it all possible is the patent-pending Hook 'n' Roll brush. I've used many, many mascaras, and this one actually stands out. It has custom-designed hooks that are strategically placed in order to grab each lash from root to tip. You can feel the hooks working—it's almost like your lashes are being molded upward. It's basically doing the work of an eyelash curler without the scary contraption. Curious to see what my co-workers think? Keep scrolling.

Caitie Schlisserman, Beauty Director, Branded Content


(Image credit: @c__bellamy)

"I'm a Maybelline Sky High Mascara ($12) stan, but this stuff is good. The mascara is actually inspired by hair rollers, so the formula is practically made with curling and lifting superpowers. Since I refuse to use an eyelash curler, I really, really appreciate this little tube of magic, the brush especially. (It even lifts and curls the short and straight lashes!) I audibly gasped after coating my lashes with this for the first time. Even my husband (my husband!) asked if I was using something new because my lashes looked 'amazing.' Plus, whenever I use this, my lashes don't get droopy and sad by 5 p.m. They always look as perky as they do right after I apply it. It's a curling and lifting formula that truly defies the odds."

Shawna Hudson, Associate Beauty Editor


(Image credit: @shawnasimonee)

"This mascara actually grew on me. At first, I wasn't in love because it doesn't provide the most length, but I grew to love how natural the end results look. It also doesn't clump at all, which really impressed me. Normally, I'm not a huge fan of curved brushes, but this one works really well and adds a nice curl that a lot of other mascaras don't. The photo doesn't really do this mascara justice, but overall, it's a great everyday formula that I'll use often."

Erin Jahns, Beauty Director 


(Image credit: @erin_jahns)

"I'm a self-proclaimed mascara maniac. I'm supremely picky since my naturally long albeit stick-straight lashes are my favorite feature to play up. I tried Roller Lash a few years ago when I was craving lots of curl, length, and volume. At the time, I wanted a super-chunky lash look, so this mascara wasn't my favorite. (If you want to add coats and coats, this probably isn't your formula.) However, my aesthetic has changed over the last year, and while I still demand impeccable lift and curl, I want less chunky volume and more doe-eyed, fluttery separation—Bambi eyes, if you will. So I've found myself loving this mascara so much more than I did before. It separates and curls like a dream, and your lashes actually stay lifted the entire day or night instead of slowly drooping. (This is even true when I wear it in the 90-degree Santa Monica heat.) Plus, thanks to the patent-pending Hook 'n' Roll brush (rubber brushes, in general, are key for that combed-out separation), every lash is caught, lifted, and curled. I haven't stopped wearing this mascara since I rediscovered it, and I've never gotten as many compliments on my lashes as I get now."

Aniyah Morinia, Associate Editor


(Image credit: @aniyahmorinia )

"I'm very picky when it comes to mascara. My two main goals are length and volume, and I have a hard time finding products that can do both. So I tested out Roller Lash, and it did a great job of providing length, but I'm missing the volume that I always search for in a mascara. My lashes are naturally curled, so I'm not really looking for more curl in a mascara. I think this formula would work best for someone with straighter lashes because the curved wand does an impeccable job of shaping lashes that need it."

Next Up: If You Need a Sign to Ditch Powder Shadow, TikTok's Fave Eye Paint Is It

Group Executive Director, Branded Content and Beauty

Caitie Schlisserman is an L.A.-based executive director with over a decade of branded content and editorial experience. She joined Who What Wear in 2014 as the first branded content editor and has worked her way up to overseeing a team of talented branded content editors and the beauty department of the media revenue team. Before Who What Wear, Caitie helped launch FabFitFun's first subscription box and worked at a beauty startup where she assisted in successfully launching the editorial department.