A ‘magic’ $11 mascara that promises to give ‘limitless length’ to lashes has sold out in stores across the country after going viral on TikTok.
Maybelline’s newly-launched Lash Sensational Sky High Mascara first took the social media app by storm last month when a beauty influencer shared a video of herself testing out the product, offering up dramatic before and after footage to illustrate its impressive results.
Within days, hundreds of other beauty lovers had dashed out to pick up their own tube of the ‘magical’ mascara to test out its effectiveness for themselves – causing the product to quickly sell out in several stores.
Say what? Beauty lovers were sent into a frenzy over a $9 mascara after TikTok users began posting videos of its impressive results
Impressive: Maybelline’s newly-launched Lash Sensational Sky High Mascara became a viral sensation after influencers like Jess (pictured) showed off how it transformed their lashes
Trend: Videos showing TikTok users testing out the mascara with the hashtag #skyhighmascara have been viewed more then 54 million times
The beauty-focused frenzy was first sparked by TikTok user Jess, who posts under the username @jessica.c.eid, when she shared a video of herself trying out the Maybelline mascara for the first time.
According to the drugstore beauty brand, the mascara is ‘designed to extend lashes from root to tip and provide limitless length’ with an impressive formula that Maybelline promises ‘won’t flake or smudge’.
In her video, which has been viewed more than two million times, Jess is seen showing off her natural lashes, before applying several coats of the product to just one eye.
Jess is left open-mouthed in shock by the immediate impact of the mascara, telling her followers: ‘I just want to show you guys the difference. Look at that! What? It like thickens [my lashes] and lengthens them!
‘I love this mascara.’
Many of the makeup lover’s 735,000 followers were just as stunned by the results, with hundreds taking to the comments section to voice their disbelief over just how dramatic the difference to her lashes was.
‘Wow are they for real?’ one person wrote, while another added: ‘Ordered it as soon as I saw this!’
As if by magic: Zoe Roe tried out the mascara on Wednesday, and was left open-mouthed in shock over the results she saw
Laugh: She joked that the mascara made her lashes look as long as ‘a spider’s legs’, referring to them as ‘tarantu-lashes’
Stunned: Viewers were in awe over the before and after shots of Zoe’s lashes, however several complained that they have been unable to find the mascara anywhere
Some even accused the influencer of applying false lashes in order to fake the impressive transformation, with one writing: ‘Those are false lashes!’
Jess’ video sparked a series of follow-up clips, with dozens of her fellow TikTokers duetting her clip while testing the mascara on their own lashes.
Zoe Roe, who boasts 1.2 million followers, shared her own test video on Wednesday, explaining that she had been inundated with requests to try the mascara out herself.
‘You guys have been asking me, you have been tagging me,’ she began her video, before admitting that she’d had to delay filming the video because she ‘couldn’t find the mascara anywhere’.
‘I already have long lashes but let’s see what the hype is about,’ she tells the camera, before swiping three coats of the mascara onto her lashes.
Zoe’s already-lengthy lashes are seen getting a serious boost from the mascara – the results of which actually leave the TikTok star open-mouthed in shock.
‘Those aren’t spiders, those are my lashes!’ she jokes. ‘Tarantu-lashes. Magic does exist, so f***ing buy it.’
Beauty influencer Kim Spader was equally stunned by the effect of the Sky High Mascara after trying it out for herself on her own account – where her video racked up a whopping 30.4 million views.
Popular: One of the most popular review videos was posted by Kim Spader, whose review clip racked up more than 30 million views on the app
Unsure: Kim was initially skeptical about just how effective the mascara would be, and confessed that the rubber wand was ‘not her favorite’
Convinced! After applying three coats of the product however, she was left stunned by just how effective it was, and urged her followers to ‘go buy it’
Initially, the beauty influencer seemed less than convinced by the previous trial videos she had seen, referring to a clip of Jess’s review video and voicing her skepticism that the mascara would make her lashes look anything like her fellow TikToker’s.
‘Now this wand is not typically my favorite, but let’s try,’ she says while opening up the mascara tube for the first time and showing off its rubber applicator.
She then begins applying the mascara to her lashes, opting for three coats of product as Jess and Zoe did in their videos.
‘Where did those lashes come from? Are you serious right now?’ she says while staring into the camera. ‘OK go buy it.’
After Kim posted her video, commenters were quick to voice their frustration at being unable to locate the sold-out product in stores, with one complaining: ‘For real guys it’s sold out on Amazon now.’
Another added: ‘Of course it’s out of stock everywhere.’
‘It basically doubled the length of your lashes! But I can’t find it anywhere,’ a third person chimed in.
According to a spokesperson for Maybelline, the viral frenzy around the product has prompted it to sell out four times on Ulta.com, while Amazon and Target have also been left with little stock of the mascara after a rush of sales.