Tuesday, August 20, 2013

Maybelline DEFINE-A-LASH Discontinued!

In one of its most disappointing decisions ever, Maybelline has discontinued DEFINE-A-LASH. My rock, my staple for countless years, this mascara never seems to have caught the general public's attention. I've praised it any number of times, most recently last year here.

I cannot count the number of times I've been asked by beauty professionals (makeup artists, brand representatives, models - you name it) what mascara I was wearing. It has to be north of 100 times. The looks on their faces when I tell them I wear Maybelline DEFINE-A-LASH range from knowing smiles to gasps.

It's so much better than Great Lash, Maybelline's iconic mascara. Meanwhile, Great Lash is still sold, while the shelves are clearing out of DEFINE-A-LASH.

Why am I telling you? I just ordered on Amazon and drugstore.com 36 units, eight in each color (very black, soft black, and brownish black). I figure that will get me through withdrawal. I would have cleaned out my local CVS, but they were so much cheaper online. One site had them for $3something.

If you want to stock up to postpone withdrawal, buy now, buy quickly. Once they are gone...I can't bear to think about it.

Update February 27: Apparently, some of the Maybelline DEFINE-A-LASH mascaras were discontined, and some were not. It is very hard getting the straight scoop. Apparently, the black formulas (waterproof and regular) are still available, but brown black is history. Frankly, if you go look in drugstores, the stock left can be found as low as it gets to the floor. I suspect it will be all be discontinued eventually. See what your own favorite drugstore stock is still available. At least a few color/formulas are sill available. That's better than nothing.

Photo courtesy of drugstore.com

21 comments:

Anonymous said...

Wow, 36 units. You won't run out anytime soon. I change my mascara every three months, so that would last me 9 years! I am a believer that you don't have to pay a fortune for good mascara. I usually stick with what I like also. Clinique High Impact mascara doesn't irritate my eyes, looks great all day, and washes right off.

Anonymous said...

I love this too... waaaaaa. But I do have to wonder how long unopened mascara willl last? Does anyone know?

Charleston Girl said...

Anonymous 3:44,

I am using unopened ones I bought three years ago!

Charleston Girl said...

Anonymous 1:30,

I swap out almost every month, so I'll never get three years...sob!

Belinda said...

Oh my gosh! Define-A-Lash is my current favorite too. Have been using this for 3 months straight. So sad that this is going away =(

bisbee said...

I may have to stock up on a few...but I haven't been using any mascara lately. I'm blessed with long dark lashes, and I've been liking the softer look of just curled lashes.

I'm wondering why you would swap out after just a month...seems quite excessive to me...

Charleston Girl said...

Belinda, grab some online before it's all gone.

Charleston Girl said...

Bisbee,

Thirty days is considered a best practice. Check it out online.

I do it because I want to ensure I'm not getting anything dirty near my uber-sensitive, contact lens-wearing eyes. I might go five weeks, but at $7.99, I'd rather be safe.

EllenB said...

I read your review of this mascara and have been using it ever since. I am a big fan of it and so disappointed that it's being discontinued! Can u tell us where you found it for 3 dollars online?

mamavalveeta03 said...

I've read or heard that if they're unopened, they can last for several years. So no problem there. I thought this was their "lower lash" mascara, but apparently I was wrong. Maybe they didn't promote it sufficiently...too bad, because it sounds good!

mysengupta02 said...

Hi! I have been following your blog for a few months now! Great reviews and posts on some fantastic makeup that I am interested in!

I had not heard about the Maybelline Define-A-Lash! That is one of my favorite mascaras. It is one of the few that I do not have trouble with clumping or running off.

I am definitely going to stock up. Do you think it might still be available through Amazon Subscribe and Save in the future?

Charleston Girl said...

Ellen, on Amazon.

Charleston Girl said...

Hi MamaVal,

That lower lash mascara was Clinique.

Charleston Girl said...

Hi mysengupta02,

I doubt it. Once it's really gone, meaning no one has stock, it will be gone.

grlnxdor said...

I'm sorry to hear that your favorite mascara is being discontinued. I love it when I find a product that's incredible and super reasonable. Those items are true gems. Glad you were able to at least stock up.

Melanie said...

Anonymous: like the others have said, unopened, stored well in their original packaging, they will last for years.

I remember an article in Allure from years ago about what happens when something like a staple product gets discontinued. Companies had tales of women threatening to commit suicide in certain cases! I can feel your pain. This is awful when it happens. I hope that this stash can last you for a while until you find your next great mascara.

Nina said...

CG, I feel your pain! I think mascara is the one cosmetic that is particularly personal, and when you find the right one, you just love it and stick with it forever! I can only use the "tubing" kind, as my bone structure makes any other kind smudge. I have been using Trish McEvoy's Lash Curling mascara for probably a decade now and it is the absolute best! If you like tubing style, make sure you try Trish! The only downside is that when I started buying it, it was about $18, and now it is $30! (I stock up twice a year at the Nordstrom Mascara Madness event.)

regina said...

oh no, I am quite sad to hear this. I tried Define-a-Lash after your posted about it, and really liked it. What a bummer - but thank you for the notice so I can stock up as well!

Anna R said...

Hi Charleston Girl, after your post Tuesday I decided to try this mascara (I missed your original post.) I bought it and wore it on one eye and I compared it to Diorshow (a sample) on the other. Well, the Maybelline one looked better!!! In all fairness they both didn't run or smudge, but the Maybelline lashes looked nicer!! Clearly a great product. I went to my local Harmon's and bought all their stock. Thanks for the info, I just wish I found this mascara sooner!!

Anonymous said...

Oh my God, that is my FAVORITE mascara I have ever used!!! Last time I was at the store I couldn't find it so I tried another, but none of the ones I've tried have lived up to Maybelline Define-A-Last. Why, why, why did they discontinue it?! =(

Queenmarie88 said...

Just FYI--I called Maybelline today and they said that this mascara is NOT being d/c. I know this is an old post, but still--I was worried as this is my fave mascara. They d/c the shade Brownish Black, but the others are still available.