The trend for growth lash mascaras began with the launch of Allergan’s Latisse, a prescription only product which has been shown to make lashes grow longer, fuller and darker. Lash growth promoting mascaras tend to rely on conditioners such as panthenol as well as peptides to help lashes become stronger and more numerous. Lash enhancing serums are applied to the lash line and include brands such as Rapidlash, Revitalash L’Oreal Double Extend Lash Boosting Serum and Urban Decay Lush Lash System. Many cosmetic brands are launching their own version of growth lash mascaras, including Revlon Grow Luscious Plumping Mascara, Rimmel Lash Accelerator, Jemma Kidd Lash Xtension Volume Mascara and Models Own High Definer Grow Fast.