Wine O’Clock is one of ColourPop’s longest-running colored mascaras, and it’s the one people reach for when they want color that still feels wearable. It’s a deep burgundy, not a bright red, which makes it a popular pick for fall and holiday looks. But a few things about it confuse shoppers: the price swings from $5 to $15 depending on where and when you buy, one early reviewer reported it as discontinued within months of launch, and reviews are split on whether the formula is creamy or dry.
The Short Answer about ColourPop Wine O’Clock BFF Mascara
- What it is: a deep, rich burgundy volumizing mascara from ColourPop’s BFF Mascara line, with a twisted nylon fiber brush and a 0.24 oz (7 g) tube.
- List price: $10 at ColourPop and Ulta, but ColourPop’s best-seller promotions have run at $5 to $7, so don’t pay more than $10.
- Ratings: 4.5 out of 5 from about 2,850 reviews on ColourPop’s site, and about 4 out of 5 from roughly 1,000 reviews on Ulta (a pool shared with other BFF shades).
- Is it still sold? Yes. ColourPop’s page shows it in stock and tagged as a permanent best seller, although a 2019 blogger reported it discontinued shortly after launch.
- Main caveat: some reviewers find tubes dry or the brush awkward, and burgundy can look subtle on very dark lashes.
Quick Facts about ColourPop Wine O’Clock BFF Mascara
| Detail | Wine O’Clock BFF Mascara |
|---|---|
| Shade | Deep burgundy |
| Finish | Matte, per ColourPop’s tags |
| Size | 0.24 oz (7 g) |
| List price | $10.00 |
| Brush | Twisted nylon fiber brush |
| Brand claims | Volumizing, lifting, lengthening, ultra-pigmented, creamy, long-lasting; no flaking |
| Ethics | Tagged vegan and cruelty-free by ColourPop |
| Launched | 2019 |
| Rating | 4.5 out of 5 from about 2,850 reviews on ColourPop.com |
ColourPop’s own description calls it a rich burgundy, “the sophisticated version of red mascara.”
Is Wine O’Clock Still Available? (The Discontinued Rumor)
If you’ve seen mentions that this shade was discontinued, there’s a reason. A blogger who bought it when the BFF line launched in 2019 wrote that it had already been discontinued only a few months later. That fits ColourPop’s habit of cycling shades. Since then, the shade has come back: ColourPop’s current product page lists it in stock, with tags that include “Launch 2019,” “Best Seller 2025,” and “Burgundy,” and a retailer database lists it as a permanent shade.
The takeaway is that Wine O’Clock currently seems to be a regular part of the range, but ColourPop does discontinue and relaunch shades, and some other BFF shades I saw on a marketplace were listed as out of stock or limited edition. If you love it, consider stocking up when it’s on sale.
What It Costs, and Why You Shouldn’t Overpay
| Where | Price | Price per oz (0.24 oz) |
|---|---|---|
| ColourPop and Ulta (list) | $10.00 | about $41.67 |
| Instacart | $10.00 | about $41.67 |
| A creator-cited sale price | $7 | about $29.17 |
| A creator-cited sale price (Black Friday) | $5 | about $20.83 |
| A third-party marketplace listing for a multi-shade mascara | $14.97 | about $62.38 |
| 2019 launch price (per a blogger) | $8.00 | about $33.33 |
ColourPop tags its products with sale events, and Wine O’Clock’s page carries tags such as “$5 Best Sellers” and “$6 best sellers April 2026.” A TikTok creator described a $7 price dropping to $5 for a Black Friday event, so waiting for a promotion can cut the price in half. Marketplace sellers, in contrast, may charge more than list price, so check ColourPop or Ulta first. Also note that ColourPop’s own sale pricing and Ulta pricing can differ at any given moment.
Ulta also offers free shipping at $35, and since this is a $10 item, a shipping minimum can make a single tube more expensive.
What It Looks Like on Your Lashes
Burgundy is a dark, red-leaning color, so how it reads depends on your lash color and the light.
- On light, brown, or medium lashes, the wine tone shows more clearly.
- On very dark lashes, it may look like a deep, warm black with a burgundy cast, most visible in daylight.
- Layering over black makes the color deeper, while burgundy alone shows more of the wine shade. That’s a common makeup technique, not a ColourPop instruction.
- A 2019 review described the shade as a medium-deep burgundy and said it was less thick than some other BFF shades, with nice coverage on individual lashes after two coats on curled lashes. She also noted she got a bit on her lid, which suggests it can transfer if you blink before it dries.
What Reviewers Say
Praise:
- The color is pretty and wearable, and many call it a deep, moody burgundy.
- Reviewers on ColourPop’s site say it lasts all day without smearing or running.
- The price is a big draw, especially during $5 to $7 sales.
Complaints:
- Dryness. One Ulta reviewer said it was very dry, even after adding contact solution. (More on why you shouldn’t do that below.)
- The brush. Another Ulta reviewer found the uneven shape of the twisted brush difficult for evenly covering lashes and said it took too much work.
- Packaging. One reviewer noted receiving a white tube when the listing showed black, so don’t rely on the product photo.
- Mixed opinions. Others rated it “okay” and said ColourPop usually has good colors.
Remember that the BFF ratings on Ulta are pooled across shades, and ColourPop’s own site reviews can include incentivized ones, so use the numbers as a rough guide.
How to Apply It
ColourPop’s description says the twisted brush combs through each lash from root to tip for a buildable look with no flaking. These habits help:
- Curl your lashes first.
- Wipe the excess off the wand on the tube’s rim.
- Wiggle at the roots, then pull through to the tips.
- Build in thin coats, letting each set briefly.
- Use the tip of the brush on the lower lashes and corners.
- Separate with a clean spoolie while it’s still tacky if you get clumps.
- Let it dry before blinking hard or touching your lids.
Pair it with a neutral or brown eyeliner for a soft look, or a black wing for contrast. Our eyeliner application guide covers technique for either approach.
If Your Tube Feels Dry: Don’t Add Liquid
One reviewer tried adding contact solution to a dry tube because she’d read it online. Eye doctors generally advise against adding water, saline, or saliva to mascara, because it can introduce bacteria and thin out the preservatives that keep the formula safe. If a tube feels dry, the safer answer is to replace it, which is also the guidance for hygiene in general: eye doctors, including the American Academy of Ophthalmology, commonly recommend replacing mascara about every three months. If you want a black base to layer under the burgundy, our roundup of drugstore mascara picks compares affordable options.
Burgundy Lash Looks for Fall and Holiday
- Wine lashes with a neutral eye, for a soft, put-together look.
- Burgundy mascara with champagne or gold shadow, a holiday combination creators have used.
- A plum or berry lip to echo the lash color. Our guide to berry lipsticks for fair skin covers options.
- A classic red lip, with soft lashes so the lips lead. See our guide to choosing a red lipstick for shade ideas.
- Burgundy on the upper lashes only, with black on the bottom, for a subtle pop.
If you’d prefer a bolder color, our look at ColourPop’s limited-edition Roar green mascara covers another shade in the same line.
Removal and Safety
ColourPop doesn’t call BFF mascara waterproof on the pages I reviewed. A gentle eye makeup remover should work, and if it clings, an oil-based cleanser or cleansing balm will dissolve it. Our roundup of cleansing balms worth trying covers options. If you’d rather avoid removers altogether, our guide to tubing mascara explains how those formulas come off with warm water.
Don’t share mascara, and stop using it if your eyes become red, itchy, or irritated.
Who Should Buy It
Worth considering if:
- You want a wearable burgundy that’s more subtle than red
- You like a low price and don’t mind waiting for a sale
- You’re comfortable layering and building color
Probably not for you if:
- You have very dark lashes and want a vivid color without a base
- You dislike spiral brushes
- You’re sensitive to a mascara that might feel dry
Frequently Asked Questions
What color is ColourPop Wine O’Clock?
A deep, rich burgundy that ColourPop calls the sophisticated version of red mascara.
How much does it cost?
$10 at ColourPop and Ulta, with sales at $5 to $7 reported. Third-party marketplace sellers may charge more.
Is it discontinued?
ColourPop’s page shows it in stock, and it’s tagged as a best seller. An early blogger reported it discontinued in 2019, but it appears to have returned.
Will it show up on dark lashes?
It may look subtle on very dark lashes. Applying it over black deepens the color, and on its own it shows more wine.
Is it vegan and cruelty-free?
ColourPop tags its BFF mascara as vegan and cruelty-free.
Why does my tube feel dry?
Some reviewers report dryness. Don’t add liquid. Replace the tube instead, and replace mascara about every three months.
Is it waterproof?
ColourPop doesn’t call it waterproof, so don’t assume it is.
How big is the tube?
0.24 oz (7 g).
