A molded plastic mascara brush having an elongated flexible core with multiple bristles projecting radially therefrom, and a shape-sustaining wire extending longitudinally through the core. The wire may be bendable, enabling a desired curvature to be imparted to the brush. Additionally or alternatively, with the core and bristles molded integrally and at least some bristles disposed in rows extending lengthwise of the core, bristles may be spaced around the core at unequal angular distances, and/or bristles of at least one row may decrease progressively in length, and/or bristles may be disposed in tandem zones that differ from each other in bristle density, and/or some bristles may be disposed in rows and others of smaller diameter disposed in clusters.