London-based brand Eyeko has always had great packaging, but their new mascara design is truly brilliant (and adorable). The brand's mascaras are all now in tubes that look like old-fashioned lip balm, and each also comes with its own little guitar pick-shaped lid guard so you don't get mascara everywhere when you apply. It's simple and straightforward, but also a great idea that leaves us wondering why every mascara doesn't have an adorable guard in its blister pack. Plus, the mascaras are categorized by brush — another smart idea since most of the difference when it comes to the way mascara looks is in the brush, not the formula. You can't get much more user friendly than that.
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