I'd pick Tarte (prefer the Amazonian clay version more than Lights, Camera, Lashes) over Mally, but I like the Benefit Roller Lash better than both of them. I really like it. I like that the brush isn't huge (what is up with all the huge brushes lately in so many mascaras, they don't seem to help with volume like they say they will). The formula is really nice, not too wet and not too dry. You also don't get a lot of extra product on the brush that you have to wipe off before using it. It doesn't smudge at all, even on my lower lashes.
I bought it almost 2 months ago when it was introduced on HSN and it still goes on as nicely as it did in the beginning. The packaging is also cute...not that packaging matters much for mascara, but it's way nicer than the clunky purple vinyl on Tarte and the plain white or green tube of Mally.