The thing that first struck me about Diorshow Maximizer Lash Plumping Serum ($28) was Dior seemed to trying a new twist on the whole eyelash growth thing. This pre-mascara primer is billed as an eyelash plumper. I guess like a lip plumper, except for lashes.  Perhaps, I wondered, an eyelash plumper negates the need for one those eyelash growth products since Dior was promising instant curl, thickening and lengthening. I decided to give it a try.

Diorshow Maximizer is, in a word, weird. I could add in others such as unpleasant and downright uncomfortable. I am wearing it as I write this and my eyelashes feel so gunked up – and I swear I applied the merest smear – and heavy that its almost hard to keep my lids open. And every time I blink, my lower and upper lashes catch on one another and stick a bit.  This redefines batting your lashes.

The product itself is white and waxy (probably due to the carnauba and bees waxes and acacia gum) and is visible on the lashes, particularly the tips. There’s no way you can wear it without disguising it under mascara. My lashes do look a teensy bit thicker (plumper?), but not enough to make wearing  Diorshow Maximizer worth the effort.

Having said all this, my inner cosmetic geek does like the fact that there is a unusual alga here and one that I’ll be keeping an eye out for from now on: artemia. According to researchers artemia is pretty impressive. It boosts the effects of other anti-aging ingredients, protects DNA against UV and free radicals. Apparently, it acts as a sunscreen by inducing something called Heat Shock Protein (HSP).

Unfortunately, the formulators also included triethanolamine, which can produce sense organ effects at very low doses when used around the eyes. Plus there are other potentially harmful preservatives, BHT and phenoxyethanol.


Water, paraffin, C18-36 acid triglyceride, carnauba wax, bis-diglyceryl polyacyladipate-2, palmitic acid, stearic acid, triethanolamine, beeswax, acacia Senegal gum, hydroxyethycellulose, phenoxyethanol, tocopheryl acetate, sodium hyaluronate, artemia extract, hydrolyzed soy protein, pentylene glycol, potassium sorbate, BHT