Beauty brand benefit launching new Roller Lash mascara at Sephora Robson

With three mascaras already part of its collection, cult cosmetics brand benefit is set to add a new product to its lineup this weekend.

The Roller Lash will make its debut at three stores across Canada on Friday (February 27). In Vancouver, benefit has chosen the recently opened Sephora flagship store (1045 Robson Street) for the launch.

The Roller Lash ($29 for 8.5 g at Sephora [various locations]) is designed with a grab-and-hook brush that curls and lifts eyelashes upon mascara application. The water-resistant formula lasts up to 12 hours and contains vitamins to condition lashes.

At Sephora in Vancouver, benefit makeup artists will be on hand to provide free makeovers on Friday and Saturday between 11 a.m. and 6 p.m. Customers will also have the chance to receive a free gift with the purchase of the mascara.

Benefit is a San Francisco-based cosmetics company that was founded in 1976. In Vancouver, benefit products are sold at Sephora stores and Shoppers Drug Mart.