A mascara dispensing system is disclosed. The system includes an applicator unit with an applicator brush attached to a revolving running staff surrounded by a stabilizing sleeve. The applicator unit is configured to automatically revolve the applicator brush in a selectable direction and/or at a selectable rotational speed via a control pad or switch. The system also includes a container unit that holds a mascara formulation or a replaceable mascara cartridge. In some embodiments, the mascara dispensing system includes features to extrude the mascara.