The Opti Laboratories Growth Treatment is different to other products because it contains an active ingredient, bimatoprost. Bimatoprost actually lengthens the growth cycle of your lash (or brow!) so that the individual hairs grow thicker, then longer and they appear darker. The use of bimatoprost for eyelash growth was approved by the FDA under brandname Latisse, which is available in the US but not in the UK.

Your standard highstreet serum, however? It might say “growth” on the label, but what you’re really buying is condition. Better condition might result in longer lashes, but any serum you can buy off the shelf doesn’t have the ability to seriously impact growth.