This isn't the most dramatic or showy mascara I've ever used, but for length, separation, no flaking, no smudging, and gentleness this is one of the best mascaras I've used in years. For a couple of months I was using BeneFit's "They're Real", which is quite similar to this mascara, however it smudged on my lower lashes. Also, BeneFit's brush always pricked my eyelids. IT's brush is much more pliable and soft - it's easy to get every lash without pricking myself. I think this is a terrific mascara and I'm surprised at how many negative reviews I see here. It's not that I expect everybody to like what I like, but I would have thought more people who like defined, curled lashes would like this mascara. Maybe they're recently updated the formula? My tube is brand new.

I love this mascara! It doesn't clump and is not irritating my eyes, I will bought it on beauty.com with 20% off.

I got this mascara in a mascara sampler set, and really didn't think anything of it at first. Didn't recognize the brand, didn't expect to be impressed or anything. I decided to give it a shot, since I had it, figured why not? And I was definitely amazed.
This mascara does an amazing job at lengthening, separating, and giving volume and definition to my lashes. Basically everything I could ever ask for from a mascara. It doesn't not flake or smudge on me through out the day, nor is it impossible to remove at the end of the night!
I'm typically a fan of rubber bristles in the first place, but this one also has the rounded bristle tip, which is perfect for acheiveing even more lift, and getting those tiny inner corner lashes.
All in all, extremely impressed with this mascara, definitely makes me want to look into this brand even further!

I so had high hopes for this mascara, but after trying it a few times...hated it, so I returned it back to QVC! The formula is awful & sticky, you STILL need to curl your lashes and it clumps.....sorry sticking with Mally Volumizing! continued >>

I hated this mascara & I ended up trying it TWICE, because it was in value kit I wanted off of QVC. This is on par with the drugs tore lash stain from Hard Candy, except that while HC's mascara at least leaves behind a stain for 24 hrs (hardly the four days they claim it will), this doesn't even stain the lashes. The applicator is what makes it so terrible, I think. It's just too long & the ball is awkward on the end. continued >>

So far this mascara has met all of my expectations. I have been keeping my eye out for a mascara that would be gentle on my sensitive eyes as well as goof proof. I don't want black flakes molting down on my cheeks or smears or clumpy...is that too much to ask?! It Cosmetics said no, no it's not :D My initial reaction when applying this was "holy toledo!"...it really makes my lashes look really long, like extensions. The application was quick and easy, I prefer a more natural look so one coat is sufficient. I love the wonderful brush design with the little ball at the end. I can really reach every little lash.

Update (9/8/12): I ended up returning this, sad to say but the product became clumpy and dried out within a couple weeks. It would no longer perform as it did originally.