Covergirl has introduced its new Eye Enhancer 3D Mascara, designed to offer lifted and curled lashes without the need for an eyelash curler.

The new product features a 50-degree curved fiber brush that aims to curl, lift, and fan even the smallest and straightest lashes from root to tip, creating a three-dimensional "up and out" effect.

The Eye Enhancer 3D Mascara is formulated with haircare-inspired ingredients, including plant-based keratin and lifting waxes. These components are intended to keep lashes lifted and fanned out throughout the day.

The mascara is also suitable for all lash types and boasts a transfer-proof and smudge-proof formula that promises up to 24-hour wear while being easy to remove at the end of the day.

According to a consumer study conducted over a week with 114 participants, 90% of users reported that the mascara effectively lifted their lashes, and 86% noted that their lashes were not weighed down by the formula.

The product is also ophthalmologically-tested, making it suitable for individuals with sensitive eyes and contact lens wearers.

The Eye Enhancer 3D Mascara is available in three shades: Intense Black for a brighter eye effect, Dark Chocolate for a natural, softer look, and Berry Brown to make eyes pop. This range aims to cater to diverse beauty needs and preferences.

Mary Santangelo, senior vice president of Covergirl Global Marketing at Coty, emphasized the brand's commitment to providing affordable yet high-performing beauty products.

“Covergirl recognized that beauty users want a mascara that’s affordable, but won’t compromise on bold volume, and that’s exactly what the Eye Enhancer 3D Mascara delivers. This versatile mascara offers three key benefits in one accessible and affordable product that we know beauty lovers, especially Gen Z, crave," Santangelo said in a press release.

Furthermore, in line with Covergirl's dedication to cruelty-free practices, the Eye Enhancer 3D Mascara proudly bears the Leaping Bunny Approved certification by Cruelty-Free International.

The new product, priced at $10.49 per tube, is now available at Amazon, Ulta Beauty, and various retail outlets where Covergirl products are sold.