This post may contain affiliate links, which means I'll receive a commission if you purchase through my link, at no extra cost to you. Please read full disclosure here.
When scoping out some drugstore beauty recently, I stumbled upon the Joah display, and decided to grab the Joah I’m So Fly Liner in the Ink Pen variety. Their display totally hooked me in, and I definitely want to try more of their products. They have a wide variety of makeup products, some skincare products, and seriously adorable packaging.
Joah is a K-Beauty inspired brand. A bit from the Joah website, “the JOAH philosophy centers around easily achievable beauty benefits, based on innovative high performance formulas that work. At JOAH, innovation is our motivation & we’re proud to be beauty pioneers…bringing the best of K-beauty to cosmetics.”
It’s not a brand I hear talked about very often, but am so curious about because of how wide their range is. They’re a drugstore brand, so pretty affordable overall. I haven’t heard many reviews of the brand, but plan to try more of their line so I can review it here. I believe they are exclusive to CVS.
This is their bestsellers page, which gives you a gist of some of the products they offer.
I tend to have not a great experience with drugstore liquid liner, but am so determined to find one that works. I used to use liquid liner all the time, but since switching over to being cruelty free, I haven’t found “the one” yet. I know that I am much more of a felt tip liner vs brush tip liner kinda gal, but any one I’ve tried just hasn’t quite been what I’m looking for.
I used to have one I loooooved, but it’s unfortunately not cruelty free. Such a shame! If that brand ever switches to CF, then I will 100% go back to using it.
My experience with drugstore liquid liner was typically that it would burn my eyelids (and I kept on using it anyways….?), wouldn’t be black enough, would sheer out on me, and when I would try to fill in spots, it would remove some of the liner that I had applied.
I had moved away from drugstore liquid liner a few years ago because I never could find one I liked, but the cute Joah display roped me back in!
Joah actually has a few different liquid liners to choose from, which I thought was cool. Everyone has their own technique and preferences when it comes to liquid liner, so it’s great that they have a few different varieties to choose from.
All of Joah’s liquid liners are called I’m So Fly Liners, but they have a few different tips available.
The Felt Tip is a much smaller tip, for more precise application. This one has really good reviews online. The Jumbo is obviously a bigger and wider tip. The Ink Pen and Brush Tip are your more standard sizes for liners – wider at the base and tapering off at the tip.
I like the standard brush tip because I will use the wider base of it to drag along my lash line, and the tip to do the flick at the end, and fill in any spots I missed.
In terms of application, I really liked the Joah Ink Pen I’m So Fly Liner. I thought it glided really well across my lid, and stayed very dark. It fit really well at the base of my lashes to get a close application without gaps. The tip was easy to use to fill in any spots I missed and made the wing really easy to brush on.
However, once I got to the wing, it started to sheer out on me a bit. Besides shaking it, there isn’t a way to press more product into the tip like other liners allow you too. The more I tried to layer on product to fill in the flick, the more it would remove product. It was really hard to actually fill it in all the way. Took me adding the cap and shaking multiple times to get it to fill in.
It was really long lasting on me. There may or may not have been a time where I accidentally fell asleep still wearing it, and it may have looked totally perfect when I woke up in the morning. Maybe.
No smudging at all. I often have experienced liquid liners transferring to my upper eyelid throughout the day, but this did not do that at all. Didn’t flake off either. But still was really easy to remove.
It didn’t dry too fast that it made it hard to work with. Didn’t burn my eyelids even a little. I have wrinkly eyelids (ew) and some liners can bleed on me. This did this slightly, but it was really easy to touch up with the tip of the liner.
So it’s good, not great. At the price, it’s not that bad of a liner. I think you need to be patient with it, because once the product is out of the tip, it starts to sheer out on you, and is difficult to layer. You definitely need to put the lid on it and shake a few times throughout flick application.
But for $7.99, it’s overall a pretty solid liquid liner. If you just do a straight line across your lid and don’t flick out, then this would definitely work well for you. It was the flick where things started to get a bit dicey.
Have you tried other Joah products? I’d love to hear what you’ve loved or what didn’t work for you!
