Benefit Cosmetics, the brand behind a multitude of mascaras you already know and love, is responsible for the latest (and exciting!) development in the product category. The new Benefit They're Real! Magnet Mascara (£20, originally £22) features an innovative formula that boasts extreme lengthening abilities thanks to a magnetically charged core in the brush and a magnetic mineral-enriched formula (hence the name). Basically, the magnetic brush attracts and pulls the magnetic formula up the length of your eyelashes and then extends it past your natural lash to make them longer. The core in the brush is also good for picking up the perfect amount of product, which keeps your lashes from getting clumpy and weighed down with excess formula, while the zig-zagged bristles evenly distribute the jet-black pigment onto your lashes. Want to know more? Read our full review of the new mascara here.