Heroine Make vs Dejavu vs Canmake Mascara: Which Holds Curl Best?

Last updated: April 2026

Quick Answer: For pure curl-holding power, Canmake Quick Lash Curler wins — it's a ¥748 (~$5 USD) mascara base that outperforms products five times its price in independent testing. For the best all-in-one mascara, Heroine Make Long & Curl Super WP delivers the strongest curl lock and waterproofing of any drugstore mascara in Japan. Dejavu Fiberwig trades some curl power for the gentlest removal — warm water only. The right choice depends on whether you prioritize curl hold (Heroine Make), easy removal (Dejavu), or value (Canmake). All three are under ¥2,000 and available at every drugstore in Japan. (translated from Japanese)

The Three Brands at a Glance

Before diving into the comparison, let's establish who makes what. These three brands dominate Japanese drugstore mascara — between them, they've sold over 50 million units and occupy the majority of shelf space in every Matsumoto Kiyoshi, Sundrug, and Welcia across Japan.

	Heroine Make	Dejavu	Canmake
Parent company	Isehan (伊勢半)	Imju (イミュ)	IDA Laboratories (アイディーエー)
Founded	2004	2002	1985
Brand positioning	Performance mascara specialist	"Paint-on false lashes" pioneer	Ultra-affordable multi-category
Hero product	Long & Curl Super WP	Fiberwig	Quick Lash Curler
Price range	¥1,100-1,320	¥1,320-1,650	¥748-1,045
Total units sold	23+ million	17+ million	15+ million (estimated)
Primary technology	Waterproof + curl lock polymer	Film tube technology	3-in-1 (base/topcoat/mascara)

Each brand has carved out a distinct identity in the market. Heroine Make is the "performance" choice — maximum hold, maximum drama. Dejavu is the "smart" choice — innovative technology, easy lifestyle. Canmake is the "value" choice — remarkable quality for barely any money. Japanese beauty consumers tend to identify strongly with one brand and stay loyal for years. (translated from Japanese)

Head-to-Head: Curl Holding Power

This is the metric that matters most for straight Asian lashes. We're comparing each brand's best curl-holding product directly.

Testing Methodology in Japan

My Best (マイベスト), Japan's equivalent of Wirecutter, tests mascaras by:

Curling false lashes with a standardized eyelash curler
Applying one coat of mascara
Photographing the curl angle immediately
Photographing again at 2, 4, 6, and 8 hours
Measuring the curl angle decay as a percentage

360life (another Japanese consumer testing publication) uses a similar protocol but adds humidity exposure (simulating Tokyo summer) and a sebum simulation test.

Results: Curl Hold Rankings

Heroine Make Long & Curl Super WP: A+ Curl retention at 8 hours: approximately 95% of original position. This is the benchmark — virtually no Japanese mascara holds curl better than the Super WP. The rigid waterproof polymer literally freezes lashes in position. On 360life's 2026 ranking of 18 drugstore mascaras, it placed #1 for curl hold.

Multiple testing sources confirm: you could apply this mascara at 7am and your lashes will still be pointing up at 11pm. The curl-lock polymer is so effective that even rubbing your eyes doesn't collapse the curl. This level of hold comes with a real trade-off, though — the formula is notoriously difficult to remove. (translated from Japanese)

Heroine Make Long & Curl Advanced Film: A Curl retention at 8 hours: approximately 85-90% of original position. Slightly less rigid than the Super WP because the film component allows more flexibility. Still dramatically better than most Western mascaras. The "instant lock ingredients" (瞬間ロック成分) set the curl within seconds of application, and the "shape-maintaining polymer" (形状持続ポリマー) keeps it there.

Users on @cosme rate this nearly as high as the Super WP for curl, with the bonus of much easier removal (warm water + face wash). For daily wear, this is the sweet spot in the Heroine Make lineup. (translated from Japanese)

Source: cosme.net

Dejavu Fiberwig: B+ Curl retention at 8 hours: approximately 75-80% of original position. The film tube technology wraps each lash in a flexible polymer casing. This holds curl well but not rigidly — lashes have some natural movement, which looks more natural but means more curl drop over time.

Dejavu's curl hold is sufficient for most daily situations. Where it struggles: extremely humid conditions, heavy crying, or very oily eyelids. The film can soften with prolonged moisture exposure, reducing curl hold. Japanese reviewers on @cosme consistently note: "Fine for the office, not ideal for a summer outdoor wedding." (translated from Japanese)

Canmake Quick Lash Curler (as base coat): A+ Curl retention at 8 hours: approximately 90-95% of original position. Here's the plot twist: Canmake's ¥748 mascara base holds curl as well as or better than most standalone mascaras. Used as a base coat under any mascara, it transforms the curl-holding ability of the mascara applied on top.

The mechanism is different from standalone mascaras — the Quick Lash Curler works by setting the curl before mascara is applied, creating a rigid scaffold that the mascara builds on. Multiple Japanese testing publications rank it in the top 3 for curl-keeping bases. The consensus in Japanese beauty communities: "Your mascara doesn't matter if you use Canmake Quick Lash Curler underneath." (translated from Japanese)

Source: lipscosme.com

Canmake Quick Lash Curler Long Mascara (standalone): B+ Curl retention at 8 hours: approximately 75% of original position. As a standalone mascara (rather than a base coat), the Long Mascara version provides decent curl hold with good lengthening. It's not in the same tier as Heroine Make for pure hold, but at ¥1,045, the value proposition is strong.

Head-to-Head: Waterproofing and Smudge Resistance

Heroine Make Super WP: S-tier

The name isn't exaggerating. This mascara survives swimming, crying, rain, and Tokyo's August humidity (40°C with 80% humidity — a true stress test for any cosmetic). Isehan's official testing claims resistance to tears, sweat, water, sebum, and friction.

Real-world Japanese reviews back this up consistently. Common refrains on @cosme: "Survived a funeral," "Wore it in a typhoon," "Went to the pool, mascara was perfect." The downside of this indestructibility: it requires a dedicated oil-based remover. Regular face wash, micellar water, and even some oil cleansers struggle to remove it completely. (translated from Japanese)

Dejavu Fiberwig: B-tier for waterproofing, S-tier for smudge resistance

This is an important distinction. Dejavu Fiberwig doesn't smudge — the polymer tubes don't transfer onto your skin the way traditional mascara pigments do. You will never get panda eyes with Fiberwig. But the film isn't truly waterproof — prolonged exposure to water, heavy sweating, or tears will soften the tubes and can cause them to separate from lashes.

Japanese users describe it as: "Won't smudge from humidity or normal sweat. Will come off if you cry or get splashed." For everyday office wear and casual outings, the smudge resistance is more than adequate. For outdoor events in summer or emotional occasions, it's not the right choice. (translated from Japanese)

Canmake Quick Lash Curler: A-tier

The waterproof version of Quick Lash Curler (distinct from the regular version) performs surprisingly well against water. It's not at Heroine Make Super WP levels, but it resists normal sweat and humidity effectively. The clear version used as a base coat also adds a waterproof layer between your skin and your mascara, reducing smudging regardless of what mascara you use on top.

Head-to-Head: Removal Ease

This is where the three brands diverge most dramatically.

Dejavu Fiberwig: Easiest (Warm Water Only)

Warm water (38-40°C), gently press your wet fingertips against your lashes, and the polymer tubes slide off cleanly. You can literally see tiny black tubes falling off in the sink. No rubbing, no tugging, no special remover needed. This is the single biggest selling point of Dejavu's technology.

For women who are concerned about lash health (lash loss, thinning, breakage from years of waterproof mascara use), Dejavu's gentle removal is a genuine game-changer. Japanese lash salons (まつげエクステサロン) often recommend Dejavu or film mascaras to clients between extension appointments because the removal process doesn't stress lash follicles. (translated from Japanese)

Heroine Make Advanced Film: Moderate (Warm Water + Face Wash)

The hybrid formula requires slightly more effort than pure film mascaras. Warm water softens the film component, and face wash removes the waterproof component. Most users report clean removal in 1-2 minutes without needing dedicated eye remover. Occasionally, a small amount of residue may require a second wash or a cotton swab with micellar water.

Canmake Quick Lash Curler: Moderate to Difficult

The regular (non-WP) version removes with warm water relatively easily. The WP version requires oil-based remover. As a base coat, the removal difficulty depends on the mascara applied on top — if you use a WP mascara over Canmake base, you'll need oil remover for the whole system.

Heroine Make Super WP: Most Difficult (Oil-Based Remover Required)

Requires a dedicated oil-based eye makeup remover. Heroine Make sells their own Speedy Mascara Remover (¥924) for exactly this purpose. The removal process: soak a cotton pad with oil remover, press against closed lids for 30 seconds (don't rub), then gently wipe downward. Even then, some users report needing a second pass.

The difficulty of removing Super WP is the #1 complaint in its @cosme reviews (which still average 4.8/7.0 — extremely high). Many Japanese users buy the mascara and the dedicated remover as a set. (translated from Japanese)

Head-to-Head: Lengthening and Volume

Lengthening

Heroine Make (Super WP & Advanced Film): A+ Both formulas contain 5mm extension fibers that visibly add length to lashes. The Super WP's fibers are coated in waterproof polymer, so they stay put all day. The effect is dramatic — short lashes look noticeably longer after one coat. Two coats can approach false-lash territory.

Dejavu Fiberwig: A The polymer tube technology itself creates length — each tube extends beyond the natural lash tip. Dejavu also adds short fibers to the formula for additional length. The lengthening is slightly more natural-looking than Heroine Make because the tubes create a tapered, lash-like shape rather than the blunt fiber extension look.

Canmake Quick Lash Curler: B (as base), A- (Long Mascara version) The clear base coat doesn't add length. The Long Mascara standalone version adds moderate length through fibers, though not as dramatically as Heroine Make.

Volume

Heroine Make Super WP: A Builds noticeable volume with each coat. The formula is slightly thicker than the Advanced Film, creating more visible lash density. Can clump if over-applied — Japanese beauty experts recommend one coat maximum for a natural look, two for drama.

Dejavu Fiberwig: B Prioritizes length and separation over volume. The tube technology coats each lash individually, which creates definition but not the "thick lash" look that volume mascaras deliver. This is by design — Dejavu's philosophy is "individual lash definition" rather than "full lash wall."

Canmake Quick Lash Curler: B The standalone mascara versions provide moderate volume. As a base coat, it adds a thin layer of volume that the mascara on top builds upon. Not a volume-first product in any format. (translated from Japanese)

Head-to-Head: Price and Value

Product	Price	Size	Cost per gram	Refill?
Canmake Quick Lash Curler	¥748 (~$5)	6g	¥125/g	No
Canmake Quick Lash Curler Long	¥1,045 (~$7)	6g	¥174/g	No
Heroine Make Super WP	¥1,320 (~$9)	6g	¥220/g	No
Heroine Make Advanced Film	¥1,320 (~$9)	6g	¥220/g	No
Heroine Make Real Lash	¥1,320 (~$9)	6g	¥220/g	No
Dejavu Fiberwig	¥1,650 (~$11)	7.2g	¥229/g	No

Canmake is the clear value leader at ¥748 for the base coat. But the real value play might be the Canmake base + any mascara combination — at under ¥2,000 total, you get base-level curl protection plus whatever color/volume/length effect you want from your chosen mascara.

Heroine Make offers the best performance-per-yen if you only want one product. The Super WP at ¥1,320 delivers curl hold and waterproofing that matches or beats products at 3-5x the price.

Dejavu is the most expensive of the three on a per-gram basis, but the gentle removal may save money long-term if it prevents the lash damage that leads to expensive lash serums or extensions.

All three brands are available at every major drugstore chain in Japan (Matsumoto Kiyoshi, Sundrug, Welcia, Tsuruha, Cocokara Fine) and on Amazon Japan with international shipping. None require special ordering or department store visits. (translated from Japanese)

Real User Comparisons From Japanese Beauty Communities

Japanese beauty platforms are full of head-to-head comparisons from real users. Here are the most common scenarios and which product users recommend:

"I have very straight, downward-pointing lashes and nothing holds curl." Consensus: Heroine Make Super WP, applied over Canmake Quick Lash Curler base. This is the "nuclear option" combination that Japanese beauty forums recommend when nothing else works. The dual-layer approach — rigid base + rigid mascara — creates the strongest possible curl lock.

"I'm tired of fighting to remove my mascara every night." Consensus: Dejavu Fiberwig, no question. The warm-water removal is life-changing for people who've been struggling with oil removers and cotton pads. Some users report that switching to Dejavu stopped their lash thinning within 2-3 months.

"I'm a student on a budget and need one product." Consensus: Canmake Quick Lash Curler in Black (BK). At ¥748, it works as a base coat, a standalone mascara, and a topcoat. The black version provides enough color and definition for daily wear. One product, three uses, under $5.

"I want natural-looking lashes for work." Consensus: Dejavu Fiberwig or Heroine Make Advanced Film. Both create a defined, natural look without the dramatic intensity of the Super WP. The film removal of both products also means no raccoon-eye risk during long workdays.

"I'm going to a summer festival (夏祭り) and need mascara that survives everything." Consensus: Heroine Make Super WP, full stop. Summer festivals involve heat, humidity, dancing, potential tears (from emotion or laughing), and food steam. Only the Super WP survives all of these conditions reliably. Pack the dedicated remover for when you get home. (translated from Japanese)

Which Brand Wins for Each Eye Shape?

Japanese beauty advisors match mascara brands to eye shapes:

Monolid eyes (一重 / hitoe): Heroine Make wins. Monolid eyes have more skin contact with lashes, which causes mascara to transfer and smudge. The Super WP's extreme smudge resistance prevents this. The rigid curl hold also keeps lashes visible above the eyelid fold.

Hooded lids (奥二重 / oku futae): Heroine Make Advanced Film or Dejavu Fiberwig. Both film formulas resist the smudging that hooded lids cause (lashes touching the upper lid transfers mascara). Dejavu has a slight edge here because the polymer tubes physically cannot transfer pigment.

Double eyelid (二重 / futae): Any of the three work well. Double eyelids have less contact between lashes and skin, so smudging is less of a concern. Choose based on your other priorities (curl hold, removal ease, or budget).

Round eyes (丸目 / marume): Dejavu Fiberwig for the lengthening effect that elongates the eye shape visually. The tapered tube ends create a sophisticated, elongated look rather than the "big doll eye" effect that volume mascaras produce.

Long/narrow eyes (切れ長 / kirenaga): Heroine Make for the volume and curl that opens up and rounds the eye shape. The dramatic upward curl creates a more open, awake appearance. (translated from Japanese)

The Verdict: Which Should You Buy?

There's no single "best" mascara among these three — they excel at different things.

Buy Heroine Make Long & Curl Super WP if:

Curl hold is your #1 priority and you'll accept difficult removal
You need bulletproof waterproofing for summer, sports, or emotional events
You have monolid eyes and need maximum smudge resistance
You want the most dramatic lash effect from a drugstore product

Buy Heroine Make Long & Curl Advanced Film if:

You want strong curl hold (not quite Super WP level) with reasonable removal
You're looking for the best overall daily mascara with no major trade-offs
You want something that performs well in all conditions without requiring special remover

Buy Dejavu Fiberwig if:

Easy removal is a priority (warm water only)
You're concerned about lash health and want the gentlest possible mascara
You prefer natural-looking length over dramatic volume
You have hooded lids and need a transfer-proof formula

Buy Canmake Quick Lash Curler if:

Budget is a concern (¥748 is hard to argue with)
You want a versatile 3-in-1 product
You want to boost the curl hold of whatever mascara you already own
You're experimenting with Japanese mascara and want to start cheap

The power move: Canmake Quick Lash Curler (clear, ¥748) as base coat + your choice of Heroine Make or Dejavu on top. This gives you the curl-setting power of the Canmake base with the specific finish you want from the mascara. Total cost: under ¥2,400 (~$16 USD) for a professional-level lash system. (translated from Japanese)

Brand History and Philosophy: Why Each Brand Approaches Mascara Differently

Understanding each brand's DNA explains why their mascaras perform the way they do.

Heroine Make: The Performance Obsessives

Isehan (伊勢半) was founded in 1825 — nearly 200 years ago — as a traditional Japanese cosmetics company making beni (紅), the red pigment from safflower used in geisha makeup. They're one of the oldest cosmetics companies in the world.

Heroine Make launched in 2004 as Isehan's youth-oriented brand. The concept from the start: be the "heroine" of your own story with dramatic, long-lasting eye makeup. The brand's R&D lab in Tokyo is exclusively focused on mascara and eye makeup technology — they don't spread their attention across 50 product categories.

This singular focus shows in the product. When Isehan develops a new curl-holding polymer, it goes directly into Heroine Make mascaras. They've filed multiple patents for their waterproof film-forming technology. The brand releases only 2-3 new products per year, iterating incrementally on existing formulas rather than chasing trends.

The March 2026 relaunch of the Real Lash Mascara shows this approach: the update was an improved separation brush and slightly refined polymer blend — not a flashy new concept, just better execution of the existing one.

Dejavu: The Technology Innovators

Imju (イミュ) founded Dejavu in 2002 with a single concept: "paint-on false lashes" (塗るつけまつげ). The original Fiberwig was revolutionary — a mascara that could be removed with warm water seemed impossible at the time. The film tube technology that makes this possible was genuinely novel, and Imju patented it.

Dejavu's philosophy is innovation-first. They're constantly researching new polymer systems and delivery formats. The brand name itself — "déjà vu" — plays on the idea that your lashes look so natural that people feel like they've seen this look before, even though it's enhanced.

The brand expanded into pencil eyeliners (also using film technology — the liner slides off cleanly in tubes with warm water) and has maintained a small, focused product lineup. Every Dejavu product uses some variant of their proprietary film technology.

Canmake: The Value Alchemists

IDA Laboratories founded Canmake in 1985 with a radical premise for the Japanese market: good makeup shouldn't require a premium price. At the time, the Japanese cosmetics market was dominated by department store brands (Shiseido, Kanebo, Kose) with significant price premiums.

Canmake proved that a ¥500-1,000 product could perform alongside ¥3,000-5,000 products by stripping out marketing overhead, packaging cost, and brand prestige — focusing exclusively on formula quality. The Quick Lash Curler, at ¥748, is the embodiment of this philosophy: a product so good that it outperforms its price by an order of magnitude.

Canmake's approach to development is also different. Rather than owning proprietary technology (like Isehan's curl-lock polymer or Imju's film tubes), Canmake sources high-quality commodity ingredients and combines them exceptionally well. The Quick Lash Curler uses standard waterproof polymers and waxes — the same raw materials available to any cosmetics company. The magic is in the specific ratios and manufacturing process.

Long-Term Lash Health: Which Brand is Gentlest Over Time?

This question comes up constantly in Japanese beauty forums. Women who've used waterproof mascara for years notice lash thinning and breakage. Which brand causes the least damage over time?

The Damage Ranking (Most Gentle to Most Harsh)

Dejavu Fiberwig — Gentlest. Warm water removal means zero friction on lashes. No tugging, no rubbing, no cotton pads dragging across the lash line. The polymer tubes slide off cleanly without pulling lashes. Japanese lash care specialists consistently recommend Dejavu as the mascara that causes the least lash damage over time.
Canmake Quick Lash Curler (clear base) — Very gentle. The clear base adds minimal weight to lashes and can be removed with warm water (non-WP version). Used alone or under a film mascara, it's extremely low-impact.
Heroine Make Advanced Film — Moderate. The hybrid film+WP formula removes with warm water + face wash, which is gentler than oil-based removal but still requires some wiping that pure film mascaras don't need.
Heroine Make Super WP — Harshest. The oil-based removal process inevitably involves some friction on lashes. Even with the "press and hold" technique, cotton pads rubbing across the lash line cause mechanical stress. Consistent daily use of Super WP over 6-12 months has been associated with lash thinning in Japanese beauty forums.

The Compromise Solution

Many Japanese women rotate between brands based on the day's needs:

Weekdays (office): Dejavu Fiberwig or Heroine Make Advanced Film — easy removal, adequate hold
Weekends (casual): Canmake Quick Lash Curler alone — minimal product, minimal damage
Events (weddings, festivals, dates): Heroine Make Super WP — maximum performance, accept the harder removal
Recovery days (after heavy WP use): No mascara, just lash serum

This rotation strategy distributes the mechanical stress of mascara wear and removal across different formulas, preventing the cumulative damage that comes from using heavy waterproof mascara every single day.

FAQ

Q: Can I combine products from different brands? A: Absolutely. Many Japanese women use Canmake Quick Lash Curler as a base under Heroine Make or Dejavu mascara. The only combination to avoid: waterproof mascara under a film topcoat (the removal methods conflict — the film comes off with warm water but the WP underneath doesn't). (translated from Japanese)

Q: Do any of these brands test on animals? A: Japan does not require animal testing for cosmetics. Isehan (Heroine Make) states they do not conduct animal testing on their cosmetic products. Imju (Dejavu) and IDA Laboratories (Canmake) have also stated policies against animal testing. However, verify current policies on each brand's official site if this is critical to your purchasing decision.

Q: Which mascara is best for Asian lashes specifically? A: All three brands are engineered specifically for Asian lash characteristics — straight growth direction, thicker diameter, minimal natural curl. Heroine Make provides the strongest hold for the most resistant straight lashes. But the critical factor is using an eyelash curler before any mascara — even the best Japanese mascara can't create curl from scratch on very straight lashes. (translated from Japanese)

Q: How do these compare to Western mascaras like Maybelline or L'Oréal? A: For curl hold on straight Asian lashes, all three Japanese brands outperform Western drugstore mascaras by a significant margin. My Best's 2026 testing found that Japanese brands held curl 20-40% better at the 8-hour mark compared to Western equivalents. Western mascaras tend to be formulated for naturally curved Caucasian lashes and focus more on volume/length than curl maintenance.

Q: Where can I buy these outside Japan? A: All three brands are available on Amazon Japan with international shipping. YesStyle, Dokodemo, and Kokoro Japan also stock all three. In the US, Japanese grocery stores (Mitsuwa, Marukai) and Asian beauty stores (like Tokyo Central) often carry Heroine Make and Canmake. Dejavu is slightly harder to find in physical stores outside Japan.

Sources

— The J-Beauty Decoded Team