A mascara applicator with vibrating applicator head. The head is caused to vibrate in a controlled manner through electro-mechanical urging. The frequency, amplitude and geometry of the vibrating head are sufficient to significantly alter the rheological properties of thixotropic and anti-thixotropic mascara compositions, including an effect that persists after the vibration has stopped. The device allows the mascara to be manipulated for improved results, greater flexibility in formulation, benefits in manufacture, as well as other benefits.