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This is the most popular mascara on Pinterest right now

But what's so great about it?

Fiona Ward
Fiona WardActing Fashion and Beauty Editor
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Mascara lovers will know how important the perfect lash-lifting formula is. Lengthening, thickening, smudge-proof - the mascara of our dreams would have it all. Luckily, the make-up mavens of the internet seem to have found the holy grail blend - and it comes in the form of Too Faced's humorously-named Better Than Sex mascara.

That's right, the popular American brand's cult product was the most-pinned product on moodboard site Pinterest last year, having been saved by its users a massive 61,000 times (according to the annual Pinterest 100 report). So what's so great about it - aside from the attention-grabbing label?

READ MORE: Adriana Lima reveals she wears mascara to bed!

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The secret to Too Faced's hit mascara is the ultra volumising formula, and its fluffy out-and-in wand, which allows you to catch every lash and fan them outwards. This is a mascara for those that want stand out, look-at-me lashes - think big, jet-black and voluptuous - rather than a natural fluttering effect.

Too Faced creator Jarrod Blandino once admitted to Allure magazine that the mascara is his favourite product from the range - because of the years of research and work that went into the unique formula. Of the slightly controversial name - which caused quite a stir when first launched - he said, "When I tried the final version, I screamed, 'Oh, s***, it's better than sex!' Everyone laughed, and I was like, 'Okay, we just got the name.' It was the absolute best mascara I had ever seen, hence the name."

MORE: Meghan Markle reveals her favourite make-up products

too faced better than sex mascara© Photo: Instagram

The product is clearly living up to its claims, if its internet popularity is anything to go by - and with online searches for lashes going up by 152 per cent last year, it looks like 2018 is going to be the year of the eyelash (sorry, brows). Now where's the nearest Too Faced counter?

WATCH BELOW: a sneak peak at February's rebel-inspired hair and make-up in HELLO! Fashion Monthly: