— · Makeup
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4.7
115 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Loyal brand repeat customers
Many reviewers mention long-term loyalty to ETUDE mascara specifically, with some reporting 3+ years of continuous repurchasing or switching from competitors after positive experiences.
Social media and influencer visibility
Several reviews explicitly mention purchasing after seeing the product frequently on Instagram, TikTok, and receiving recommendations from friends, indicating strong organic word-of-mouth and social proof.
Bundle and promotional pricing
Consumers frequently cite attractive pricing, sales discounts, and the inclusion of bonus mini mascara with keychain as purchase incentives, particularly from platforms like Olive Young.
Reputation for curl performance
The Curl Fix line's reputation for superior curl-holding power compared to other brands is a primary draw, especially for those with naturally stubborn or straight Asian lashes.
How they use it
Daily all-day wear
Multiple reviewers use this as their primary daily mascara, reporting it lasts 10+ hours without significant degradation and requires deliberate removal with makeup remover.
Multi-coat application for definition
Users frequently apply multiple coats to build volume and separation rather than achieving full effect in a single coat, making it suitable for buildable application.
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Color selection by occasion
Consumers mention choosing between black for dramatic looks and brown/grey-brown shades for natural, softer everyday makeup aesthetics.
Travel and on-the-go use
The mini mascara keychain format is specifically utilized for travel, work commutes, and portable touch-ups, with reviewers praising convenient portability.
Combination with heat-styling tools
Several reviews describe using hot eyelash curlers in conjunction with the mascara to enhance and maintain curl throughout the day.
