Product Type: Mascara What It Does: It’s a roller for lashes! The eye-opening Hook ‘n’ Roll brush grabs, separates, lifts and curls while the instant curve-setting formula holds for 12 hours. How to Use It: Gently wiggle the wand from base of lashes to tip. Repeat across your lashline, making sure to catch every last lash. More Reasons You’ll Love It: It contains provitamin B5 and serin, ingredients known for their lash-conditioning benefits. Plus, it’s water-resistant. About the Brand: Founded by two sisters in San Francisco, this quirky brand puts the fun back in makeup without sacrificing any of the quality.