This New Mascara Has the Most Clever Tool Built Into Its Tube

The formula is worth a squeeze.

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During Paris Fashion Week, Dior didn't just unveil a new collection, but debuted a cutting-edge mascara so genius you'll never want to settle for just any old tube again.

Here's why: When choosing a mascara, typically you're making a decision based on two factors—the brush and the formula. But the storied fashion house is taking mascara design a step further with its new Diorshow Pump 'N' Volume, which has a flexible tube. Its pliability makes it so that you can squeeze, soften, and warm up the mascara before you apply it to achieve the most voluminous formula. All it takes is just a few pumps, and your mascara wand will be locked and loaded with prepped product. Think of it as the dry alternative to soaking your tube in hot water or adding a few eye drops to the formula to reset it after a few weeks.

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"You can squeeze the warmth [into the tube] and it really helps to maximize the benefits of the formula," Dior's creative and image director Peter Philips told us backstage. "One layer and it's a volume mascara. Two layers? It'll give you really fat lashes—almost like a fake lash effect."

And to that end, the brush and formula are both equally as innovative. The elastomer brush has flexible spikes that softy coat the lashes, while the creamy, highly-pigmented concentration of waxes and elastic powders is the secret sauce for fanned-out volume.

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At $29.50, it's not exactly the stuff of shoestring budgets, but when you factor in that it was created so that it would feel like new every time you use it and thus, is good to the last drop, there's an impressive ROI. The Pump 'N' Volume mascara drops April 1st.

Diorshow Pump 'N' Volume Mascara, $29.50; sephora.com

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