Cosmetics brand Max Factor has announced the launch of its False Lash Effect Velvet Volume Mascara, available nationwide from November, priced at £11.99. The latest addition to the False Lash Effect line, the new mascara offers an innovative lash volume brush, combined with the new mousse formula to provide full and dramatic lashes. The new formulation blends an anti-brittle mousse formula with natural beeswax for a velvet texture. The new brush features alternating short and long bristles to capture and coat each lash evenly from root to tip, as well as a built-in lash detangler to prevent clumping.  

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