Thursday, 24 December 2009

Belvada sliding mascara - fad or fantastic?

I spend too much time in Boots. I know the aisles off by heart. Sad, but true - it's my mecca and I worship there most days on the way home from work or at lunchtime. So when something new turns up there, I tend to notice right away.

I was curious to see a fixture full of a new brand of mascara, Belvada, sitting atop of one of the display shelves. Clocking the £20 price tag I decided it must be either a cult brand or something of exceptional quality. (Or it could be both, of course.) Sadly I lack the disposable income to pick one up to try out offhand, but I resolved to find out more about it.

Belvada is a brand with a unique selling point - their packaging, which exposes the product for use via a sliding mechanism on the handle. It's one-handed application. Great for people with disabilities, but is this strictly an improvement on the standard unscrew-pull out-apply mascara system? Well, the company seem to think so, since they have a patent pending for their design.

Belvada's website
claims that "this unique one hand applicator will change the way you use mascara forever", citing the following as evidence:

  • One Hand Application
  • Mascara Loads Uniquely from Tip to Bottom
  • Greater Stability and Control
  • Optimum Volume
  • No Pumping Necessary

Hmm. Without trying it myself I don't feel able to give a verdict, but on the strength of these claims I'm not wholly convinced. I'm interested in the tip-to-bottom loading though, and whether it makes a difference to have the brush pushed through the product rather than dipped into it.

I found some more information at Packaging Design, where I learned that the packaging has a "double-wiper system" to prevent overloading which can lead to clumps. It also seals air away from the product to keep it from drying out. That does sound good. But £20 worth of good? Bear in mind that we're advised to keep mascara for just 3 months anyway, so drying out shouldn't be that much of an issue if we follow that timeframe.

Belvada also make concealer and lipgloss with the same push-up mechanism, presumably with a similar pricetag. At the moment you can buy the mascara in the UK at Boots, priced at £20.

Has anyone else tried Belvada mascara? Please let us know your thoughts if you have.


  1. Hmmm interesting spot! Will check it out next time I'm in Boots! I personally don't find it very difficult to use the plain ol' "2 handed" mascara though... And the packaging looks a bit chunky in the pics - maybe from the slide-out mechanism? Still, I love a new beauty invention!

  2. It is quite big. It's about the size of a thick marker pen, like you might use on a whiteboard. Not all that portable. However the reviews on the Boots site are extremely positive. I think because you can hold it very near the brush you can get more control over application, and that's a big plus for a lot of people. Do let us know if you take the plunge on this one...

  3. Hey random, just saw this and had to let you know, it is now a fiver in boots, bought it tonight and am really impressed with how it goes one, will put a review on my blog shortly but go get some!



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