I LOVE it. I thought it would clump or stick lashes together, but it is very easy to keep lashes separated with this. I watched a youtuber test it out and she was saying the flexible wand takes getting used to as it is very soft, so I thought this would be very different to apply than other mascaras and that there would be a learning curve. It's actually a no fuss application. The only difference from other wands for me was that because it's a lighter wand, I'm not encouraged to quickly blink into it as I flick the wand up in quick movements as I usually do with voluminzing formulas. Instead, calm, unhurried strokes come naturally, and the wand brushes the lashes from bottom to top by itself almost.
The length and volume are impressive for me, I've included pictures with my naked eye for comparison. (Pics 14,15,16. Btw you can build it up even more than I did in the pic if you're willing to brush through with a clean wand.)
The lift is fantastic, especially if you have puffy lids - your lashes will fan out in front of them concealing the swollen look. It does make my lids feel a little heavy sometimes, but that's when I'm wearing a formidable amount of product. If you use many coats, the lift may drop a little throughout the day, but my lashes haven't flattened with this yet.
I think three coats is the most you can do without fuss. If you try more, it can be done but it's a bit of a hassle (small clumps or lashes stuck together), and I doubt you'll need more than three. You can see towards the inner corner of my eye there's a tiny flake on the tip of my lash, like those round little heads on bobby pins. This is where I was starting to overapply. The formula doesn't dry right away after application so these are easy to comb out with a clean wand. It takes very little time to apply.
Flaking and fallout are dealbreakers for me, as is irritation, and I've had neither with this. It is not waterproof, but I don't much like waterproof formulas anyway.
It's very easy to remove, I use two swipes of vaseline or olive oil. Work a little product into the lashes so it starts to melt then wipe until clean. I don't wake up with that "charcoal" line under my eyes like some maybelinne ones leave.
In the beginning the formula is wet, it may smear the lids a bit, but it comes right off with a q-tip, and because the wand makes you use slow measured strokes, you end up making less of a mess than with other ones. I've had mine for less than three weeks so it's not dry yet, but I know volumizing formulas tend to dry quicker. I've been able to make them work just fine as long as there's product in the tube, but will update if I have problems with this one.
with a light hand, you could easily get a more natural look as well. I only would not recommend this if your eyes water often since it will run. I would especially recommend to people with very short stubby lashes or swollen lids that "swallow" and hide the length of the lashes. You don't need a curler with this. I saw an extra black one at the drug store (I think Black Angel), but skipped because flankers often can't compare to an original mascara. I find this one black enough.
I'm pretty sure I'll repurchase.