Mascara

A seductive look – premium-quality mascara available from the Heinemann Shop

Mascara is absolutely essential for expressive eye makeup: mascara wraps itself around each and every eyelash like a cloak, gives them a darker color and makes them appear thicker and fuller. That makes mascara one of those few products that is essentially used in all makeup, be for a discreet business look, light casual makeup or an elaborate evening style. The variety of mascaras available is huge – Heinemann offers you the best products by leading cosmetics brands such as Dior, Elizabeth Arden, Lancôme, Shiseido and many more: discover luxurious eye makeup and more online from Heinemann now.

Visually extend your eyelashes: How can you perfect any eye makeup look?

Eugène Rimmel first recognized that dark and thick eyelashes lend a special quality to the eyes as early as the 19th century. The founder of the cosmetics brand of the same name was the first to offer the black color, pressed into a cake, for eyelashes. This early mascara had to be dampened, rubbed with a brush and then applied to the eyelashes. Only in the 1920s did paste-like mascara become popular, and just a few decades later the mascara bottles we know today with integrated applicators were available everywhere.

Mascara has been constantly improved since then, and today, a wide range of products catering to different needs is available on the market – in various shades, with a volume effect or for extending the eyelashes, and also increasingly with nourishing ingredients. Heinemann has a first-class selection of mascara as well as eyeliner and eyebrow pencils – conveniently order your favorite brand online now.

Online at Heinemann: The right mascara for every need?  

Mascara comes in many different forms. The key factors for selecting the perfect mascara are the color and length of your eyelashes, along with the occasion for which you are wearing the makeup.

• Color: most mascaras are black, so that they distinctly accentuate the eyelashes. The contrast may be very strong in people with extremely pale eyelashes and eyebrows. In these cases, a brown mascara like the Lancôme Grandiôse Extrême Mascara gives a more natural look. Brown mascara is also suitable for deliberately discreet eye makeup
• Waterproof/wipeable: waterproof mascara such as the Dior Diorshow Pump'N'Volume Waterproof Mascara are a good option when you go out dancing in the evenings, for playing sports or for when you are on the go in the rain. There are waterproof mascaras available which can be washed with warm water; however, most require an eye makeup remover.
• Volume/length: almost all mascaras promise longer and fuller eyelashes. A few products have a crescent-shaped brush that covers individual lashes much better and also gives them shape, such as Sisley So Curl Wimperntusche Deep Black or Clinique High Impact Mascara im Set.
• Care: if you apply mascara daily, you should opt for a mascara with nourishing ingredients, such as by Lancôme, Benefit or Yves Saint Laurent, so that the eyelashes do not become brittle.

For a more dramatic effect you could also apply a primer such as the Cils Booster by Lancôme Cils Booster XL Mascara or eyelash activating serum. Get inspired by the variety of products offered in the Heinemann Shop and conveniently order everything you need for gorgeous eye makeup online.