Long & Curl Mascara by Heroine Make

Cult-Fave Long & Curl Mascara

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Meet Heroine Make’s Long and Curl Mascara: a glorious mascara that has become a cult fave across different Asian countries. Its thick but smooth texture, with the help of its slightly-curved mascara wand with thin narrow bristles, makes it easy to volumize and elongate lashes without clumping—so you get natural-looking long and thick lashes in a jiffy.

2009 and 2010 Best Cosme Awards Awardee

6 g

When Japan’s largest cosmetic drugstore label Isehan launched Heroine Make in 2005, the manga-inspired line quickly catapulted to the top of Asia’s most loved beauty brands. Their mission was simple. Taking inspiration from the movies, Heroine Make set out to make women feel “beautiful at all times and undefeated by rain or shine, sweat or tears,” like real-life heroines of their own lives. Today the label is wildly known for the Long & Curl Mascara, the brand’s star product that has since sold more than 5 million pieces in Hong Kong, Taiwan, Malaysia and Singapore.

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Top Reviewer

Holy grail!

I am a fan of waterproof mascaras. So when i discovered this one i was so excited to try it out since i have heard so many youtubers raving about it. And it is now my holy grail mascara! It is super long wearing and holds up my lashes for long hours!

about 1 month ago
Top Reviewer

Best Mascara Ever.

I'm not a fan of waterproof mascaras because they're difficult to remove but this one... is the exception. I love this mascara. it's my absolute favorite. My lashes never hold the curl of the curler, but this one makes my short, sparse lashes look perfect. I love the wand and the formula - specially because it has fibers, it really lengthens my Asian lashes.

3 months ago


The best mascara I've ever tried! These make my sad excuse of eyelashes the bomb! Especially transforming on with chinita eyes! I have tried wterproof and non-waterproof mascara and this is by far the one that works best with my eyelashes. And because it's waterproof, it holds my curl all day! Good lawd please restock!!!

about 1 month ago

Holy Grail Mascara

This and the Heroine Make Impact Frame and Curl are 2 of my all time favorite mascaras! Gives you length and volume without clumping and holds the curl all day! Super waterproof which makes it a bit difficult to remove but I suggest using an oil-based make up remover to make it easier

about 2 months ago
Top Reviewer

Holy Grail

I use this alternately with the Make Impact and Frame variant from the same brand and can I say Holy Grail? Heavy duty mascara that adds volume and length to my lashes and holds curls for hours! Smudge and tear-proof, waterproof which is a pain to remove but definitely worth it. I love how these mascaras make it seem like I am wearing falsies even when I'm not and that alone is enough reason for my multiple repurchases. This is the only brand I buy mascara from from the past 5 years now and will continue repurchasing until they probably close down which I hope they don't. EVER.

3 months ago
Top Reviewer


This Heroine Make Cult-Fave Long & Curl Mascara is truly a cult fave especially among us who do make up for a living. If you want to make sure that your lashes are beautifully separated and looks sultry, make sure to use this because it is an amazing mascara.

3 months ago
Top Reviewer

Best mascara i've used

This is my holy grail mascara because it holds the curl all day, gives volume and length to your lashes, and it's waterproof. I adore this mascara because it does all of that! The wand makes it easy to apply. Not too big and not too small. It's easy to remove if you use an oil based remover.

4 months ago
Top Reviewer

One of the best!

If you really want to have anime-looking eye lashes (super long and flirty), check out Heroine Cult-Fave Long & Curl Mascara. I first learned about this from a friend from japan and ever since I tried it, I was surprised with how it made my lashes look so much fuller and longer.

5 months ago


Heroine Make is a great mascara brand, literally every formula is amazing. They stay on your lashes for SO LONG and hold a curl very well. It's like magic, I've never used a mascara like this. I can use a little and it will look like my lashes are naturally amazing or I can build them up and make them look like crazy falsies. Love everything about this mascara!

9 months ago

I think I found the One

My problem with mascaras is how they flake and smudge on my oily eyelids. I have had a good track record with a lot of Japanese mascaras, so I thought I'd give this one a try. I was so impressed at how it builds length and holds a curl all day. I wore this out all night and I was blown at how my lashes still looked pretty good when I woke up the next day without taking my makeup off (please don't do this, haha). I'm seriously sold by this mascara.

9 months ago
Top Reviewer

Bless This Mascara.

If you're looking for a mascara that will hold a curl all day, this is The One. I've been using this for a while now, and I'm at my second tube. I never got to totally test out the waterproof and long lasting-ness of this mascara until I used this when I watched Star Wars: The Force Awakens. When a certain scene came (no spoilers, but if you've watched it, you know what I'm talking about), I cried my eyes out. Not just a few tears falling, full on ugly sobbing while rubbing my eyes and face, completely forgetting about my mascara. After the movie, I looked at myself in the mirror and my whole face was a mess. Eyeshadow everywhere, lipstick smudged, foundation faded. But my mascara was still perfect. It still had the curl fully intact, and it didn't budge at all. Amazing. You will need a mascara remover to totally remove it easily, but if you're gonna be doing some hardcore crying, this is a mascara you can rely on. Trust me.

10 months ago
Top Reviewer

Go-To For Waterproof

When it comes to waterproof mascara, this is the no-fail mascara that I turn to. It gives my lashes a nice, natural curl and locks them in place for the entire day. Even when I get caught in the rain, this mascara really doesn't budge! I think the brush is also shaped in a way that allows me to be able to easily coat my lashes evenly.

11 months ago
Top Reviewer

Flirty lashes in a few brush stokes

I love how this mascara effectively separates, lengthens, curls and volumizes my eye lashes in a few brush strokes. I also like how the color is so pigmented that it makes my lashes look a ton thicker. It also holds the curl of my lashes decently. The only downside is it is a bit hard to remove with regular soap and water so make sure you have a reliable eye make up remover when using this one.

12 months ago
Top Reviewer

Great, just make sure you have a good make up remover

I've been using this for 4 months now and it's quite good. I've had issues with other mascara's with clumping (eg some maybelline mascaras). This mascara didn't have that issue. It easily adds volume and length to my lashes and the wand covers lashes with ease. I have really sparse lashes though so I need a mascara that could provide more volume. This is good for girls who want natural looking lashes. It's waterproof so even if my face gets wet, my lashes still look great. You better be ready with a good make up remover if you plan to use this!

about 1 year ago
Top Reviewer

Great mascara!

This has got to be one of the best mascaras I've ever used. It holds curl very well and it lengthens the lashes like nobody's business! It is smudge-proof and waterproof—lifeproof even! Because of that, it can be a real pain to remove. I have to use an eye makeup remover or a very good cleansing oil to get this off of my lashes. All the work needed to remove it is worth it though because it really makes my lashes look so pretty!

about 1 year ago

Lengthening is superb

Fibers of this mascara will definitely create an illusion of more lashes. This also separates your lashes really well, revealing (if you already have them) more lashes as other mascara tends to clump them up. This won't. Everytime I put this on, people ask me why I'm wearing falsies or something. This is just that good. However, I don't really like the look of falsies everyday so I'm not giving this a five start just because of personal preference and how it's hard to remove. But this is a beyond amazing product.

9 months ago
Top Reviewer

Made for Humidity

Provides great length and decent volume. Doesn't smudge in Philippine heat and humidity, even though it's just water-resistant. (Would you believe they have a waterproof mascara as well.) Didn't experience any clumping. At the end of the day, it takes a little longer to remove than your usual mascara. I have to soak my lashes with bi-phase makeup remover. Talk about very water-resistant.

about 1 year ago