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Irene Patsalides, like tens of millions of women around the world, was fed up with mascara and other beauty products that didn't get the job done. Mascara that smudged, clumped and smeared. Concealers that didn't conceal very much. And so on.
Unlike most of those women, Irene could do something about it. As a 25 year pharmacist and cosmetics chemist, she set out to create a line of beauty products that really worked and lived up to their claims. One of her most successful creations is the Mirenesse Secret Weapon mascara.
She went beyond the basics. Inventing the "micro-wrap" technology that encases each eyelash with thick rich vibrant colour, she created a unique formulation that would allow the mascara to last 24 hours or more, so that women could work, exercise, go out in it and even sleep in it when needed!
The rest is history. Her line has become a best-seller on TV home shopping around the world and is flying off the shelves in stores in Australia. Millions of women have bought Mirenesse Secret Weapon mascara, resulting in mail, lots of it, from women who pour their hearts out about how they could never wear mascaras, but now they can.
And of all the hundreds of mascaras out there, it has been awarded accolades in major magazines including "Best Mascara Ever" (Good Medicine Magazine, Australia), "Most Innovative Mascara" (Real Simple Magazine, USA) and even won an award "Best Prestige Mascara" (New Woman Magazine, Australia). It's also in the top 10% on a major beauty site, even though it's not available in stores in the U.S. at this time, and until now, has only been sold on home shopping.