My first mascara was by Maybelline, so I'm fond of the brand. I don't go for a "natural" look with mascaras, but I want thick, full, flared lashes. This is an achievable task with other mascaras I've used, so I know it's not an unreasonable expectation. The first thing I noticed about this mascara was the smell. It is a very strong, honey-like smell. Which sounds pleasant, but it doesn't go away for a while after application, and it irritates my eyes. It also flakes on me. While I really dislike the formula, I do like the brush. I also like the packaging, but that has very little to do with whether or not I'll continue using a product. I'll be tossing this in my back up mascara drawer to use in case I'm ever in a bind, not that it ever happens since I compulsively buy new mascaras to try all the time. Sometimes mascara formulas aren't that great fresh from the tube and need to sit for a couple weeks after being opened once, but I can't do the smell and subject my eyes to the itchiness again. Ease of Application I didn't find it that buildable.