In other words, the mascara brush and the formula itself are physically attracted to each other like magnets and refrigerator doors. From the moment that formula comes into contact with your eyelashes, they sort of become magnetic, too, and lightly cling to the brush as you apply. Or, as Bell explains, “the magnetic core in the brush attracts the formula, pulling lashes up and out to extreme lengths during application.”
This all works due to a couple of key ingredients, says cosmetic chemist Ginger King. “Iron oxides are the key ingredients responsible for the magnetic property,” she explains. “Additionally, ferric ferrocyanide and ferric ammonium ferrocyanide are positively charged iron oxide, which can also enhance the magnetic property.”
The force of the magnet is subtle, so you can’t feel it working — but you can see the results immediately. I usually spend loads of time trying to get my brush into every little nook and cranny of my eye, but the magnetic pull of this formula against the brush does all of that for me. So not only do my lashes look longer and fuller than normal, I can get them that way in a fraction of the time.
And I haven’t even mentioned the other innovative thing about this mascara: the “wiper.” Do you ever pull a mascara brush from its tube and think, “Holy shit, that’s way too much,” so you’ve got to wipe half of it off? For They’re Real! Magnet Mascara, Benefit made the opening of its tube slightly smaller than necessary so that it scrapes away all the excess product from the brush as it’s being pulled out.
So every time you use it, the brush is evenly coated in just the right amount of mascara. I should also mention that Benefit has patented its wiper and magnetic brush technology, so it’s very unlikely that you’ll be seeing similar mascaras hit the market any time soon.