It's a little-known fact, but as you age your eyelashes actually get shorter. That may be one reason why more and more products are on the market promising to lengthen your lashes without cosmetics.
Many women spend hundreds of dollars to get full, thick, long eyelashes with mascara or false lashes.
Heidi Furth's eyelashes not only look full. They actually are longer thanks to a product she started using two years ago.
"I know a lot of people who use LATISSE," Furth said.
LATISSE is a prescription liquid that promises to increase both the fullness and length of eyelashes. You've probably seen the commercials for the drug which is actually a form of a medication for glaucoma.
"It was noted that people who were using this medication for that diagnosis were developing very long eyelashes, so the medication was reformulated just for eyelash use only," Avera Dermatologist Dr. Jana Johnson said.
For best results, you should use LATISSE every day. It also may take four weeks or more to see a difference.
"If they can wait the four to eight weeks before it actually starts to show the benefits, they're extremely happy afterwards. It makes a big difference for a lot of people," Johnson said.
As a result, millions of bottles have been sold. Johnson has hundreds of patients who use the lash plumping product, but not everyone is a safe candidate.
"Basically anyone can use it with the exception of people who may have underlying eye disease, such as glaucoma or pressure issues inside the eye," Johnson said.
There are also possible side effects, Johnson says, which include redness, itchiness and irritation.
"There are a few reports of having a little bit of darkening along the lid line. That tends to be reversible if you do see that. I haven't had any patients complain of that myself," Johnson said.
A rare side effect that has captured the most attention is the chance that one's hazel or blue eyes could turn brown - forever. Furth has not had any issues unless you think added attention is a problem.
"I've had several people comment on my eyelashes since I started using it," Furth said.
All those compliment don't come cheap. LATISSE isn't covered by insurance and can cost up to $125 for about a teaspoons worth.
Though the bottle can last up to five months, it's benefits stop when you stop using it.