Shelley Sullivan, CEO of MCoBeauty and ModelCo, answered some frequently asked questions.

Which mascara should I use? It depends on your lash type and sometimes it does take a bit of trial and error.

Tubular mascaras like our XtendLash are ultra lengthening, so they're great for people with short lashes. Volumising and volume mascaras are good if you don't have lots of lashes and need to fake fullness.

We find lots of people who are trying to wean themselves off lash extensions love our FibreLash Mascara because it gives you the look of extensions without the price tag or having to go to the salon.

Top tips for the best application? Definitely applying more than one coat! The second and third coat is where you really see the amazing lash transformation. Once you've applied one coat on each eye, go in again and layer for that next-level length and volume that looks like you've got naturally long, luscious lashes.

Should you always opt for black? It's totally a personal preference. Most people love black, but sometimes fairer people with really light lashes prefer a brown mascara for a more natural look. There's no right or wrong answer. We actually have a Blue Lash Volumising Mascara that we sell online that's super fun for a party or festival.

How long should you keep mascara? About three months is ideal. After that, mascaras tend to dry out, and become clumpy and hard to use.

What can you do to ensure it lasts that long? Always store your make-up in a cool, dark place away from intense heat and light, so the formula isn't disrupted. And don't pump your mascara wand vigorously in and out of the tube, as this only causes more air to escape into the tube and dries out the formula.