35 Standout Drugstore Launches of 2016

The makers of this lengthening and lifting mascara were inspired by hair care technology and used Keratin and flexible polymers to ensure lashes look larger than life when coated with this formula. The curved bristles on the brush help deliver the voluminous look, which is said to lift lashes by 70 percent — now that's some serious drama.

No7 Dramatic Lift Mascara ($10)