Benefit Cosmetics 1st mascara with   MAGNETIC FORCE

They’re Real! Magnet draws lashes out to extreme lengths

Hong Kong, 19th February, 2021— Benefit Cosmetics, known for its bestselling mascara They’re Real!, is introducing an EXTREME LENGTHENING mascara “THEY”RE REAL! MAGNET”. The innovative extender brush has a magnetically charged core that gently pulls the magnetic mineral enriched formula up and out beyond the tips of your lashes. With the innovative ideas, Benefit becomes the first brand to create a mascara with a magnetic core and are patenting the brush technology in the market.

They’re Real! Magnet is a powerful lifting & lengthening mascara with a magnetic force, from the design of the brush, formula and the wiper. With They’re Real! Magnet, your eyes are not only the windows to your soul, but also have power to attract positive people just like MAGNETS!

formula for anti-gravity

The magnetic mineral enriched formula was formulated specifically to interact with the magnetic core in the brush, drawing the mascara up and out beyond the tips of lashes for powerful length & lift. The lightweight and buildable formula won’t smudge or flake. It is water-resistant, sweat-proof & humidity-proof, which draws lashes out to extreme lengths in ultimate SUPERCHARGED BLACK that lasts for 36-hours.

Extender brush with magnetically charged core

The Extender Brush is a firm-yet-flexible custom-engineered brush with a magnetically charged core overcoated with soft plastics zigzag bristles. The magnetic core in the brush attracts the formula pulling lashes up & out to extreme lengths during application.

It took a lot of hard work and time for Benefit’s product development team to find out the perfect balance of the weight and strength of the magnet in the brush core to attract just the right amount of formula to the brush. Together with using the 3D printing brush technology, the team has successfully built the brush shape over the magnetic core. The ZigZag bristles in the brush are also specially shaped & strategically placed, the varying lengths of these ZigZag bristles allow them to wrap around lashes, evenly coating both long & short lashes 360 degrees to fan out, lift & separate lashes to extreme lengths.

They’re Real! Magnet

(in supercharged black shade)

Price: HK$240

Shop list:


Shop No.B206A, Basement 2, Time Square, Causeway Bay (Tel: 2110-9528)

Shop G34B, Lee Tung Avenue, No. 200 Queen’s Road East, Wanchai (Tel: 3621-0598)

Shop No.31, Level 2, Langham Place, 8 Argyle Street, Kowloon (Tel: 3427-9582)

Shop No. 9, G/F, Pakpolee Commercial Centre,

No.1A Sai Yeung Choi Street South, Mong Kok (Tel: 2956 1002)

Shop UG55, Olympian City 2 , Olympian City, Kowloon (Tel: 3621-0036)

Shop no.1043, 1/F, Grand Yoho, Yuen Long (Tel: 2116-5383)

Shop No. G13, G/F, Park Central, No. 9 Tong Tak Street, Tseung Kwan O (Tel: 2324-6499)

Shop No.279A, Level 2, Plaza Hollywood, Diamond Hill (Tel: 2114-0599)

Shop No.127-128, Level 2, V Walk, 28 Sham Mong Road, Sham Shui Po (Tel: 2708-3900)

Shops M-V13&V15 on MTR Level of V City, Tuen Mun, NT (Tel: 3427-3222)

Brow-A-Go-Go stores

Ground floor No.22, Lyndhurst Terrace, Central (Tel: 2157-0398)

No.25D, Hoi Kwong Court, Nos. 13-15, Hoi Kwong Street, Quarry Bay (Tel: 3579-4000)

Department stores

Lab Concept Facesss, Queensway Plaza, 93 Queensway (Tel: 2116-9857)

Facesss, Harbour City, Tsim Sha Tsui (Tel: 2110-3495)

1/F, YATA Department Store, New Town Plaza 3, 2 Shatin Centre Street, Shatin (Tel: 2698 6608)

Sephora store

Shop No. 1073-75 on Podium Level One, ifc mall, 8 Finance Street, Central (Tel: 5808 5441)

Shop Nos. G21-G23 & G25 on the Ground Floor, Windsor House, 311 Gloucester Rd, Causeway Bay (Tel: 3153 2783)