Not bad for an impulse CVS buy! I actually had never even heard of JOAH, which would make sense because they’re a CVS-only brand and I very rarely step into CVS. Apparently inspired by Korean beauty, JOAH is made by the same people who make… um… press-on nails. Despite my misgivings about the latter piece of information, I’m really impressed with this eyeliner.
This $7 eyeliner doesn’t exactly have a robust color shade range to choose either in-store or online from at CVS itself (Black, Blackest Black, and Dark Brown were the only ones available in both cases), although their website, weirdly, has three more shades. In any case, I was in luck since dark brown is usually my go-to. The pencil itself feels somehow luxurious — it has fancy gold lettering, smooth and somewhat soft body that makes it easy to hold. You can “turn” the bottom of pencil when your liner tip runs low.
Application is smooth. Like, it’s alarmingly impossible for me to screw up lid-lining with this pencil. I think the only real annoying thing about this product is that the it depletes very rapidly, since it is so soft. While dark brown isn’t the most discernible of colors, the color is relatively accurate, without being too dark and muddy to confuse the shade with black. Did I mention it was smooth? No weird smudging going on, here. Usually my eyeliners are notorious for transferring the first time I blink after application, but I didn’t really notice any pigment transferring until about hour five or six, which is pretty good for an eyeliner (and it was light enough for me to just rub off).
Don’t tell anyone, but I still line my waterline, sometimes (I know, so nineties). This is also a phenomenal waterline pencil, since the waterproof aspect of it actually is waterproof, apparently, and won’t come crying off your lid twenty seconds in to application. Again, you might find some pigment transfer after hour five or six, but it’s not substantial. I also didn’t notice any eye sensitivity to this eyeliner — I didn’t experience any burning or irritation.
Kudos to the people who make press-on nails for pulling this off! They’ve outdone what the bigger brands apparently can’t do very well, which is creating an eyeliner that actually sticks around for more than ten minutes! And, they’re cruelty free, which is awesome! I’ll be back into CVS to check out more of the JOAH brand very soon! ~A
Perceived efficacy: 5/5
How much I actually like this product: 4.75/5