Clinique’s Almost Lipstick in the shade Black Honey has enjoyed quite a renaissance in the past couple of years. Thanks to a newly found social media-fueled popularity, the cult-classic hue from the ’70s keeps selling out, making it nearly impossible for anyone to secure a precious tube. Since then, the brand has reformulated the nostalgia into cheek and lip oils, liners and even its beloved High Impact mascara —a lash-boosting product that’s transforming sparse, thinning lashes into natural, defined beauties that are definitely something to write home about.

If you’re not already familiar, Black Honey is a berry-burgundy shade that many consider to be universally flattering. However, if you’re someone who has never ventured beyond the traditional black or brown mascaras, you might be wondering why anyone would want a colored mascara at all.

In October of last year, makeup artists told HuffPost that strategically selecting a colored mascara can make eyes appear brighter, enhance their natural color and bring focus to the upper half of the face. A shade like Black Honey in particular, can be flattering for green, hazel and blue eyes and doesn’t have to be scary. Instead, it can look surprisingly subtle, yet impactful, once applied. I myself even have a similar burgundy-toned mascara that I actually prefer to my traditional blackest-black shades.