Benefit are trying to diversify out of their brow products, where they appear to have achieved market dominance.
Mascara is a much trickier prospect due to proximity to eyeballs; length, density and shape of lashes; degree of vision correction by contact lenses of different types or glasses; disorders such as glaucoma, blepharitis etc...plus the wearer's preferred look. The only one of their mascaras I rate is rollerlash. Anything thickening is a no-no for me due to the flaking and fibres... I have no wish for irritated eyeballs, nor a grimy shadow overlaying nature's shadows under my eyes.
I think that many of us have favourite mascaras which others dislike. I think it is hard to get right, and chasing a single world-beating product is a fool's errand, imo.