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 Maybelline's Colossal mascara, but they decided to change up the formula a while back and it's just not the same, especially the waterproof one.<br /><br />Decided to give this one a shot and here is what I have found so far:<br /><br />1. It's definitely not waterproof, so if you have any kind of allergies and watery eyes, beware, it will smudge all over the place.<br />2. 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 don't be expecting to look like you have false lashes on.<br />3. 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're good to go.<br />4. 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'm always prepared). This usually occurs shortly before 7am and I need my makeup to last me ALL DAY because I usually don't get around to washing it off until 10-11pm. 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 don't know if it's just due to the formula or what but that has been my experience.<br />5. Washes off very easily. I use coconut oil to remove my makeup and then use my cleanser to completely wash my face and I haven't had any issues with removal.<br /><br />Since I do actually like the product aside from it's durability, I've decided to play around with it and see if I can get it to wear a little better. What I've 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. Can't say what the real issue is with why this doesn't wear well all day.. is it me or is it the product itself..who knows? I don't hate it at all, just wish it would wear better.<br /><br />Hope this helps!