The company behind Botox sees another hit with the first federally approved drug for growing longer, fuller eyelashes, the New York Times reports. The $120 monthly price tag for Latisse, based on a glaucoma drug, makes some analysts blink, particularly during recession. “If you think about it in terms of luxury, it’s $4 a day,” counters Allergan’s CEO—similar to the daily coffee fix.
“It would not be at the top of my list,” one beauty blogger says of Latisse, to be released this month. “I would rather spend the money on a good under-eye cream.” And, despite side effects that could include light-colored eyes turning darker, a woman who participated in clinical trials is hooked: “I wouldn’t stop,” she said. “I found a way to get it.”