Blinc Mascara, formerly known as Kiss Me Mascara, is not painted on like traditional mascaras. It's a unique water proof formula that forms tubes around the shafts of your lashes. If you put it on in the morning, it will stay put all day, no matter what you are doing. Even if you go swimming, Blinc Mascara will not come off until you take it off. It's sweat proof and smudge proof, preferred by many celebrities, and can be used by every woman, including those with sensitive eyes or women who wear contacts. It will not cause redness, irritation or swelling. Blinc Mascara will add bind to your lashes, adding length and fullness. When you are ready to remove Blinc Mascara, the tubes will slide off easily into your hand. Gently wipe your eyes with a damp wash cloth. They will also easily slide off in the shower under the pressure of the water. Blinc also offers water resistant, smudge proof eyeliners and eyebrow mousses to help you achieve that perfect look!