L'Oreal's new Lash Architect 4D, £10.99, has to be the hardest working mascara in the business. The name nods to its four key functions rather than any ability to open a spacetime continuum (shame).
One: adhesive gum included in the formula means each layer of mascara sticks together to build volume.
Two: the addition of lengthening 4mm nylon fibres (the same as those used in false lashes).
Three: a texturising agent and carbon black pigment (twice as intense as regular black) make lashes appear fuller.
Four: botanical waxes (carnuba wax and rice bran wax) help the curl, achieved during application, stay put all day.
The result: a very impressive ramped-up, false lash effect.