I mean…is this new gimmicky?
Yeah, a little.
The tube is soft and squishy, like a really good pair of flip-flops! There’s an indentation toward the bottom of the tube to place your thumb and forefinger into. Then you give it a good squeeze.
BAM! — the brush loads with MOAR MASCARA for MOAR VOLUME.
I try not to squeeze too hard, though, because when I do, the brush gets overloaded and I apply way too much (and end up with smudgy mascara a few hours later).
My point here is to say that a little bit of this $29.50 mascara goes a long way. Resist the temptation to use that T-rex claw and go ham on that a$$!
I like the brush a lot. It has stubby, pointy nubs similar to those on the brush that comes with .