Whenever a friend asks me to recommend a new makeup product, I always tell them to try a new mascara. It's not often that a single mascara can completely change the entire look of your makeup, but a great mascara is the exception to the rule. It can instantly make you look like you have fake eyelashes without the need for eyelash glue. Or it can make you look instantly awake for an early morning meeting without a second cup of coffee. But great mascaras often come with hefty price tags, and Ulta, as part of its (massive) ongoing Black Friday deals sale, is including Benefit's best-selling Roller Lash Curl & Lifting Mascara (opens in new tab) for just $10 to offer a bunch of its best-selling mascaras (opens in new tab).

And I'm not just here to tout a hot new release. This mascara has gained a cult following since its launch in 2015. If I ever get compliments on how long and curly my lashes look, it's because I wear Roller Lash. I've used up several tubes over the years, so yes, I'm going to buy a few spares on sale (opens in new tab)!

If you want to make your lashes look impossibly long and just a little more voluminous without having to deal with pesky clumps, this mascara is for you. It all comes down to the brush: Benefit's curved Hook 'n' Roll brush is inspired by classic hair rollers and is covered in little pink "hooks," hence the name.

My personal obsession aside, there are many reasons to love this lengthening mascara. The jet-black formula is supposed to last up to 12 hours without fading, so your lower lash line won't smudge by lunchtime. Plus, if one product is going to be on your lashes for that long, you want it to be good for them, too. Luckily, Roller Lash is made with provitamin B5 and serine, a type of amino acid, both known to keep lashes conditioned throughout the day.

Roller Lash has over 3,000 five-star reviews on Ulta's website, so it's safe to say the Internet has gone crazy for it. Some users say Roller Lash has replaced their regular water-proof mascara because it works well on hard-to-curl lashes and is easy to remove at night. Others point out that it works as an easy, natural-looking mascara during the day and can be built up in the evening for added impact. Either way you use it, you won't want to be without this mascara.