All customer reviews

It doesn’t flake and comes off easily. I put it to the test by not removing it before bed. I sleep on my stomach so my face is on the pillow but, the mascara wasn’t! I had a couple of small bits where the mascara had come off the outer corner of my right eye, otherwise; it stayed on my lashes, not my face. The only reason I didn’t give it 5 stars is because I have very fine eyelashes and it didn’t thicken them.

This mascara does indeed stay perfect all day, with no smudging. Removes easily with warm water.

I’ve been using this for a few years now. It’s not waterproof but it doesn’t smudge at all. Easy to apply, but more importantly so, so easy to remove. A bit of warm water on a cotton pad, hold on lashes for a few seconds & it gently wipes away. I love it

This is the worst mascara I’ve used. It doesn’t look good and worse still it causes an allergic reaction to my eyes. I’m taking it back

There is no better mascara for me now every girl in my family use it after all trying mine I even have to take it to my sister and niece in Canada love it

I can see why you'd either love or hate this. I LOVE IT. I'm quite outdoorsy and always in the rain or in the sea or something and it's just indestructible. Also great if you have contact lenses or use eye drops. It is a difference texture to other mascaras but that's the whole point, I'm pretty simple and just wash off makeup at the end of the day and this mascara comes off easily then too. I have been using it for years and can't imagine swapping to anything else. Does it make your lashes look perfect? No, probably not, but for me the sacrifice in them maybe not looking 100% immaculate is worth it for the massive advantages of how tough it is!!!

Instore they rate this mascara as fab and highlight that it’s so easy to remove, no need for makeup remover or wipes, just water and cotton wool. I found the best way to take it off was in the shower but it felt like you were pulling your eyelashes out and leaves a horrible mess in the sink! As for using your usual face wipes or makeup remover, you’ve no chance of keeping all of your eyelashes in tact. I also found it gives quite a clumpy look rather than a nice fluffy lash look. However it does add good length with layers but then lashes stick together. Not for me unfortunately!

I bought this as I have very sensitive eyes and am unable to tolerate eye makeup remover. I wanted something that stays put, removes easily with water, and does not hurt my eyes. Well, it does all that, and with a reasonable price tag to boot. Looking at other reviews I was concerned about taking it off as people seem to have found it difficult at times. I soaked two cotton wool pads in hand hot water, held them on my eyes for about 10secs, and off it came, without panda eyes. Would definitely recommend! Well done No7!

Previously I have used a cheaper brand and wanted to treat myself. Was very dissappointed. Made my eyelashes feel spiky and horrible. Poor staying power too - within a couple of hours started flaking off. Not worth the money.

perfect mascara, as described so easy to take off , no smudges loved it , will defi buy again my No1