This is a drugstore/open shelf mascara developed by one of my favorite Asian celebrity makeup artists, Jing-Kai Chang (better known as Xiao-Kai). It does not clump, flake, smudge, or transfer, and gives a very natural look which is perfect for day. If you have experience with Asian drugstore mascaras, you'll know that Shiseido's Majolica Majorca is highly rated, but I like this one by 1028 much more. The Curl Extension WP Mascara is alternately named the Visual Therapy Inimitable Mascara Waterproof, though that shouldn't cause any confusion when trying or ordering the product because it is so far the only mascara from the brand. Not sure which name is official, but I appreciate that at least both are grammatically correct, which is a virtue often neglected by Asian cosmetic companies. Anyway, if you have seen Xiao-Kai on TV or his Youtube tutorials, it is hard not to be won over by his charisma. He is incredibly approachable, endlessly patient, and really knows the tricks of the trade. I once saw him create a camera-ready look with only BB cream and a bronzer, which he used to contour, conceal, and as an e/s. And he is a very good-looking, confident (read: not egotistical like Tom Ford, however well Ford pulls that persona off) guy who does work with burn survivors. There is really no reason to not support his budding business venture. I say "budding" because it's a tightly edited line that's due to expand. Although he offers everything from BB cream, primer, foundation, powder, concealer, to eyeshadow and mascara, there are no more than three options for each. Doesn't matter. I only need one go-to daytime mascara, and this gives just the right definition. As said earlier, it does not clump, flake, smudge, or transfer, and you can tell it creates a no-fuss clean look from the applicator, which picks up the perfect amount of product and I think is a big reason why the mascara works so well (in comparison, Majolica Majorca's brush is too short and spare). I used to wear Fresh and Armani Eyes to Kill, but I save these for the evening now. The 1028 black eyeliner is impressive, too. The only downside of this mascara is that it runs out fast. I get only a full month's use out of a tube. This retails for under $10 in Watsons, and is $17.50 on Sasa's website.