applies nicely but [SEP] i have been searching for a really good mascara for a little while now i have always been a fan of maybellines colossal mascara but they decided to change up the formula a while back and it is just not the same especially the waterproof onedecided to give this one a shot and here is what i have found so far it is definitely not waterproof so if you have any kind of allergies and watery eyes beware it will smudge all over the place it applies nicely gives even coverage on the lashes without weighing them down with too much product i would say it is mostly true to the name of length and lift as it does do both just do not be expecting to look like you have false lashes on the wand brush is a little more streamlined compared to that of the colossal which i think helps with the lifting and lengthening depending on how you like your lashes to look a coat or two with this and you are good to go durability here is where i had somewhat of an issue i apply my makeup in the morning before work even with working from home i never know when i will have an impromptu video call so i am always prepared this usually occurs shortly before and i need my makeup to last me all day because i usually do not get around to washing it off until what i have found with the almay is that even though it goes on nice and evenly half way through my day i start to find my lashes feeling weighed down and notice they start clumping together i thought it was odd so decided to try again the next day to see what happened and sure enough same thing i do not know if it is just due to the formula or what but that has been my experience washes off very easily i use coconut oil to remove my makeup and then use my cleanser to completely wash my face and i have not had any issues with removalsince i do actually like the product aside from it is durability i have decided to play around with it and see if i can get it to wear a little better what i have been experimenting with is applying this first to add length and then apply my waterproof mascara to sort of set them both and so it gives me the waterproof protection i need and it seems to be holding up when used this way cannot say what the real issue is with why this does not wear well all day is it me or is it the product itselfwho knows i do not hate it at all just wish it would wear betterhope this helps