No7’s new £10 mascara is selling one every nine seconds

The course of true love never did run smooth, and nowhere is this more true than when it comes to finding the perfect mascara.

From evenly-spread bristles to a clean, clump-free formula, the quest to find the right wand for your needs can be a long and arduous one – but according to a recent sales figure from No7, it could be over, because there’s a brilliant new product available right on the high street.

The new No7 The Full 360 mascara, which is currently on a launch offer for just £10, has been flying off the shelves since its recent release, selling one unit every nine seconds.

No7 The Full 360 mascara
Boots/No7

‘We are having to manage stock carefully as it’s sold much more than we expected,’ a spokesperson for the brand confirmed to Good Housekeeping.

So what’s so special about this particular product? Instagrammable rose gold packaging aside, it promises to pack a serious punch when it comes to both richness of the colour and the volume it provides. The curved brush is designed to grip and coat every lash for a fluttery look that lasts up to 12 hours.

Even our beauty editor Edwina Ings-Chambers had a sneak preview, and loved it so much it made it into her round-up of best budget beauty buys under £20.

‘It doesn’t clump, can be layered to build up, separates lashes and has a well-designed curved brush to shape them,’ she said. ‘It’s a brilliant all-rounder.’

No7 The Full 360 Mascara, £10, Boots

Customers agree: ‘Hands down the best mascara I’ve had. It separates, lengthens & thickens without clogging. Loving the shape of the brush too! Excellent value for money,’ said one five-star reviewer on the Boots website.

‘Hands down the best mascara I’ve had,’ another agreed. ‘It separates, lengthens & thickens without clogging. Loving the shape of the brush too! Excellent value for money.’

With such praise, it’s unsurprising that demand has far existed the initial supply. We’d suggest picking one up before it reverts back to its usual RRP of £14!