We spend £130 m a year on mascara but could that industry be under threat with the arrival of Latisse, a prescription only eyelash growth serum? Dr Zara Kassam explains what it is and how it works. While the definition of beauty varies over time and from culture to culture, the eyes in particular are recognised as important contributors to our perception of physical beauty. Since ancient times, women have strived to possess long, thick, and dark eyelashes. Protuberant eyelashes are often considered a sign of beauty and can be associated with increased levels of attractiveness, confidence, and well-being and…