Maybelline Branches Out From Color with Lash Serum Launch

Maybelline New York, a staple in any drugstore beauty aisle, has ventured away from its traditional product offering of color cosmetics with the launch of its first-ever lash-boosting eye serum.

Lash Sensational Boosting Serum contains arginine, acid proteins and pro vitamin B5, all of which are used to fortify the lashes while preventing damage and fallouts. The gel formula can be applied twice a day—morning and night—before mascara application. 

The serum retails for $11.99.