In 2023, the company partnered with Nintendo and Illumination to make cosmetics based on The Super Mario Bros.

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Generally, big fluffy brushes are great for thickening and volume building, while at the other end of the scale skinny brushes can add definition, but there are a lot of uniquely-shaped wands in-between.

With such a well-loved collection of mascaras, Benefit is always ahead of the game and this new launch is no exception.

Xlash Cosmetics | Eyelash Serum | Xlash

This doesn’t budge once in place – not even at the gym, where we tested its sweat-proof claims – but it still washes off with water at the end of the day.XLASH isn’t just a product but a hi-tech solution, with a lot of love that went into that first 3ml bottle and every single one since. Within a week, I had a surprising crop of thick baby lashes coming in, and a month on, I’ve got more length than I thought was possible for my naturally curly eyelashes. This serum contains some of the same ingredients as the ones on the pricier side, delivering noticeable results after several weeks of use. This creates two major benefits, the first is there’s no chance of smudging but, best of all, they’re super easy to remove – no eye-rubbing required, just a little warm water. Lavender Hill itself had been targeted by looters and rioters, but Lush stated that it was "created to emphasise the importance of community".