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Imju

Like a Prius for Your Lashes

Mascara is a lot like a car. Stay with me a second. It can be flashy or understated, economical or extravagant, reliable or a big, flakey, let down.
Imju
Like a Prius for Your Lashes

Mascara is a lot like a car. Stay with me a second. It can be flashy or understated, economical or extravagant, reliable or a big, flakey, let down.

The Japanese have mastered the car thing, and now it seems they have mascara figured out, too.

Fiberwig is a new kind of mascara from Imju, one of the leading cosmetics companies in Japan. It goes on smooth, but uses fiber to extend natural lashes, and it is developing a cult following because it’s just that good.

Though they say it’s like fake lashes in a bottle, those of us who’ve road-tested it say it’s not that flashy. It just provides reliably long, clump-free, beautiful lashes, without flaking. In true hybrid form, you can use one coat for subtle, two coats for sexy. With no need to reapply, it’s surprisingly economical. The best part is, when it’s time to tuck in, you can wash it off without a wrestling match. Which kind of makes it the best everyday mascara we’ve ever used (no more pink and green tube for us).