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In the viral videos, the mascara yields big baby-doll eyes with extremely long lashes that look denser and darker due to some intentional clumping.
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The went like this: A girl shows the vast difference between her normal eye and the one anointed with the mascara, then the video cuts to another user whose lashes curl up in the exact same impossible way.
The trouble with the formula layering this way is that, in my experience, it causes more clumping with each coat.