UK High Street retailer Boots has secured exclusive UK rights to Rapidlash, an Eyelash Enhancing Serum. Despite the fact that the product doesn’t even go on sale until July 14th and will cost a not insubstantial £39.95, over 800 people have their names down on the waiting list.

So what is Rapidlash? Rapidlash is billed as a nourishing, lash-plumping mascara and serum that is said to help enhance the growth of your eyelashes. The difference between Rapidlash and other products such as prescription-only Latisse is that Rapidlash doesn’t actually contain any drug-derived growth enhancers. Instead, the theory is that by dosing your eyelashes with unguents, the size of the eyelashes should increase.

With Rapidlash showing in a clinical trial that it gives up to 50 percent longer-looking lashes if used daily for eight weeks and with most women loving their mascara and false eyelashes, it is no surprise that there is a massive buzz over the release of Rapidlash in the UK.