This week, Shiseido is launching Full Lash Serum, their first lash-and-brow enhancer, and it’s kind of a big deal—the product sold out in a matter of weeks when it debuted in Japan last year. We know what you’re thinking: Another lash serum? Been there, done that (and likely forgot to apply it after a week). But hear us out: This stuff is no joke, and it’ll be worth your while to set a daily alarm. OK, two alarms.
To come up with the formula, a team of Shiseido cosmetic chemists tested hundreds of hair-growth-stimulating plant extracts, then studied the lashes of hundreds of Japanese women, just watching them grow (these are some seriously patient scientists). They finally hit on a game-changing combination: ziziphus jujuba plant extract (a hair-growth stimulant) and arginine (an amino acid). Together, they increase blood flow to lash follicle cells and add elasticity to the hair as it grows. What this means for you: longer, stronger, fuller lashes (and brows—it works on both types of hair). All you have to do is swipe the fuzzy applicator along your lash lines and the eyelashes themselves twice a day. It’s not an overnight miracle worker, though. “The clinical studies are solid and show the formula works, but it takes at least three months of twice-daily use,” cosmetic chemist Ni’Kita Wilson told us. “You need to be persistent.” Several Allure editors have been testing it for the last six weeks though (yes, we have connections) and have already noticed some improvement in lash length and thickness. In other words, start using it now, and you might just be skipping mascara by Labor Day.
Additional reporting by Brooke Le Poer Trench
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