This fantastic new product fulfils exactly the requirements I want from a mascara - volume and definition with no messing around.

The brush head has flexible bristles which deposit the perfect amount of product through the lashes with no clumping. The formula is jet-black and easily buildable, but even with just one coat it defines lashes with ease. For night-time I've been building this up with up to three coats and it creates a really dramatic, fanned out affect.

The one minor quibble I have with this is that it's not the easiest to remove. Even when using a separate eyemakeup remover (No7's Beautiful Skin Eye Make-Up Remover) it seems to want to cling to lashes and takes a while to remove completely.

This is a small price to pay for beautifully volumised lashes, however!