Mascara is the cell phone of the makeup industry. There is constant innovation, one-upmanship, and frequent turnover of product. In fact, by the time you read this review, there will probably be ten new kinds on the market.

Not that I’m a complaining. Mascara is my desert island item. It’s the one thing that is always on my face, even at the gym. My eye lashes are long, but really light, so I look dead without it. Not everyone feels this way. Lauren hardly ever wears it (!!).

Every mascara has a vision, which it tries to achieve through the brush, the formula, or both. Some are even getting specialized–bottom lashes only.

Click through for a review of five of the newer mascaras out there.