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New Products In Brief

This article was originally published in The Rose Sheet

Executive Summary

Belvada Cosmetics: Montreal-based firm says it has produced the "holy grail" of cosmetics with Belvada Mascara Noir - the first one-handed mascara applicator. A slider on the mascara bottle pushes the brush up through the mascara formula and through a wiper that removes clumps, so "it is perfectly primed to apply to your lashes," firm says. Moreover, the product does not need to be pumped, minimizing the amount of air entering the mascara and maintaining hygienic conditions. It can be applied like traditional mascara or be held like a pen and used closer to the eye. Finally, formula helps lashes grow when used regularly, the company says. Belvada Mascara retails for $24.95 at Belvada.com
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