Mascara Review: What’s Non-Toxic, Cruelty-Free & Works?


Hiya Bright Eyes!

If I were stranded on a desert island and only allowed one makeup item, it would definitely be mascara. That peeper potion is like oxygen—essential to my very survival.

During my days in showbiz, I worshipped the classic green and pink Maybelline Great Lash. But as I wised up to the reality of animal testing and toxic chemicals, I ditched my go-to lash blaster in search of a mascara that respects animals, is safe, and actually works—a shockingly difficult combo to find. Many of the more “natural” brands lack the va-va-va-voom-ba-BLAM!

Like me, I know you gals are on a quest to upgrade your makeup bags, so I enlisted my team to help me research, test and rate some of the most popular non-toxic mascaras on the market today. The results: an epic mascara review! This is our biggest deep dive yet and we really hope it helps you. Let’s get started beauties.

How we selected & evaluated the mascaras

Selection process

Over the course of a year, I polled my readers on Facebook, Twitter, Instagram and at My team collected hundreds of responses, tallied them up and chose the top voted mascaras. We also scoured beauty blogs and magazines to find the trendiest brands. Fourteen mascaras made the cut.

Evaluation process

I combined my personal criteria and standards with what my readers asked for the most to see how each mascara stacked up. To evaluate their performance, my team and I tried each product over the course of several months. I even watched Terms of Endearment and Beaches as part of my rigorous scrutiny. If a mascara can stand up to either of those flicks, it’s a keeper!

Here’s how we analyzed each brand of mascara:

EWG’s Skin Deep ratings: Since I wanted to make sure the analysis of our review was as up-to-date as possible, I asked EWG (Environmental Working Group) to update their ratings for our picks. If a mascara wasn’t rated, EWG did us huge favor by analyzing the ingredients and adding its product rating to Skin Deep. Thank you, EWG! If you don’t know about their Skin Deep database, today’s your lucky day. I use it every time I purchase a makeup or skincare product. Skin Deep contains information and online safety assessments for over 69,000 products.

Cruelty-free certification: All of the products we tested have cruelty-free sourced ingredients and most have been certified by “Leaping Bunny” and/or PETA. Keep in mind that although these are helpful stamps of approval, they are voluntary pledges. Companies that claim to be cruelty-free but don’t have PETA or Leaping Bunny labels may not have tested on animals themselves, but the suppliers of the individual ingredients may have. Leaping Bunny and PETA cruelty-free guidelines:

  • Leaping Bunny: A voluntary pledge that cosmetic, personal care, and/or household product companies make to clear animal testing from all stages of product development. The company’s ingredient suppliers make the same pledge and the result is a product guaranteed to be 100 percent free of new animal testing. All Leaping Bunny companies must be open to independent audits, and commitments are renewed on an annual basis.” Learn more.
  • PETA: All companies that are included on PETA’s cruelty-free list have signed PETA’s statement of assurance or submitted a statement verifying that neither they nor their ingredient suppliers conduct, commission, or pay for any tests on animals for ingredients, formulations, or finished products. Learn more.

Animal products: We did our best to choose mascaras free of all animal products. This is tricky to determine since many ingredient names are deceiving and confusing, so we called each company and asked them about their unique formulations. I’ve noted the mascaras that do contain animal or bee products. Whether you choose to buy these products is a personal choice, which is why I want you to have the details needed to make an informed one.

Performance: Over the course of three months, my team and I wore so much mascara it was a gorgeous fest. We took each product for a spin at least 5-6 times to see if they really worked. We rated them in the infographic below based on volume (thickening & length-boosting), definition (accentuating the number of lashes) and wear (staying power). We’ve also noted the price of each mascara for your reference. Let’s meet your glamourous testers!

TweetableTweet: .@KrisCarr teamed up w/ @EWG’s #SkinDeep database to create The Ultimate Mascara Review #infographic:

The Crazy Sexy Beauty Sleuths

Kris Carr Beauty SleuthWho she is: Chief Unicorn at Crazy Sexy Wellness, NYT bestselling author, green juice priestess, mother of two (Lola & Buddy), forty-something going on thirty something.

Makeup IQ: Years of experience studying makeup artists while in the TV/film/modeling world.

What I’m looking for: Some days I want long and luscious spiders on my eyes. Think Tammy Faye, without the clumps. Especially when I’m working the stage. But when I’m at home hanging around, I love being a country pumpkin-bumpkin and I rarely wear any makeup. A little light mascara is enough—and some lip balm.

Review faves: It was so hard to narrow down my favorites! I chose two for fancy times and one for down home daily wear. For my fancy days: it’s a tie between Kjaer Weis & W3ll People. When I’m down-home on the farmette: Ava Anderson.

Corinne Bowen Beauty SleuthWho she is: Managing Director at Crazy Sexy Wellness, mama to Audrey, Instagram addict, avid plant-based cook & cookbook reader/collector in her early thirties.

Makeup IQ: I usually feel like I have two left hands when putting on makeup, but Kris and Ashley have been coaching me (I almost passed out from all the attention during my first makeup how-to lesson in Kris’ bathroom!). I’m discovering that wearing healthy cosmetics can actually be fun, but I still have a lot to learn.

What I’m looking for: I’m an impatient gal but I also want to look like I’ve got my shiz together (hello, video conferences), so I gravitate toward low-maintenance beauty. My makeup routine needs to be 10 minutes or less and super-easy to remove at the end of the day, especially when my 3-year-old wants my attention (always!).

Review fave: Physician’s Formula Organic Wear: I love that it gives awesome definition and volume to my lashes and the brush doesn’t get clumpy. My only complaint is that it smudges under her eyes a bit as the day goes on, but that happens with most non-waterproof mascaras. The very first application wasn’t stellar, but superb moving forward. I also love that’s it’s inexpensive!

Ashley Zink Beauty SleuthWho she is: Marketing Director at Crazy Sexy Wellness, dog-lover, beginning backyard gardener & artist in her late twenties.

Makeup IQ: I’ve been a beauty loving “girly-girl” since the first time I got my hands on my grandmother’s makeup mannequin. I know what I like and enjoy keeping up with the trends.

What I’m looking for: I’m a bit of a ‘volume-vixen’ when it comes to mascara, a.k.a. I can’t get enough lash volume. That means I’ve got to have a mascara that lets me pump things up for an evening look. Killer lashes bring the focus to my eyes so that I can balance the rest of my face with a more natural finish. I’m also the sensitive skin tester of the group!

Review fave: bareMinerals Lash Domination: The plastic wand helps to define your lashes and gives me va-va-voom volume at the same time. It even has lasting power for all day wear. For a night out on the town, I put on two coats to add some length. This is as close as you’re going to get to a “false-lash” look without all the work.

Now that we’ve reviewed our process for selection and evaluation, let’s get to the main event—the results! Check out the infographic below for all the dazzling details.

Mascara Review Infographic

Non-Toxic Cruelty Free Mascara Smackdown

Bonus: Mascara Application Tips

Makeup artist and green beauty expert Rebecca Casciano sent us these 5 mascara tips to help you make the most of your gorgeous lashes.

  • Start from the base of your lashes and comb through mascara from root to tip.
  • To add more volume, lightly move brush from side to side at the middle of the lashes.
  • It’s best to apply mascara after eyeshadow and face powder. That way, any powder that accidentally falls on the lashes can be used to build volume.
  • Apply pressed or loose powder under eyes with a puff or small brush to prevent smudging.
  • You can use a bit of raw coconut oil on a tissue for removal. To avoid getting it in your eyes, lightly pull the mascara from lashes, rather than rubbing the whole eye area.

And we have some Crazy Sexy Tips of our own!

  • Kris’ Application Tip: Avoid applying mascara in taxi cabs or while drinking.
  • Ashley’s Application Tip: Since I love my volume, even with the best non-clumping mascara, sometimes I like to do a little extra to smooth things out and separate a few lashes that stick together. My go-to method is with a lash comb—it’s super easy and just takes a couple swipes while the mascara is drying. You can also use an old application wand that you keep clean for the same effect.
  • Corinne’s Removal Tip: Sometimes the best volume boosting mascaras require more than a cleanser at the end of the day, but you don’t want to use any old chemical-laden remover on the shelves. I wash my face first and then use a safe makeup removal product like Ava Anderson’s Non-Toxic Eye Makeup Remover.

Your turn: Let me know what your favorite mascara is in the comments below.

Peace & winks,

Kris Carr

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257 responses to Mascara Review: What’s Non-Toxic, Cruelty-Free & Works?
  1. I tested a few of these and am glad to see so many that did well. I am currently wearing Pacifica’s STELLAR GAZE LENGTH & STRENGTH MINERAL MASCARA daily but I also love 100% Pure. I am also so happy to see Bare Minerals lash domination rated so well on EWG.

    • Always love your newsletters and so glad to see you helping people making healthier and wiser choices for make up. I’m an Arbonne consultant and love helping people use products that are safe, pure and beneficial for them as well as for the environment. Happy to help anyone who wishes to try our mascara or any of the other wonderful products :)

  2. NYR Organic Mascara is triple 5’s – personally, I’d rate it triple 10’s, off the chart!

    Please don’t forget NYR Organic when you review lipstick and other organic and natural products!

    • I wanted to second that! I was so disappointed that NYR Organic wasn’t tested. Maybe next time.

      • Hi Jessica…what does NYR stand for? I have never heard of it but am very interested in the mascara :)….I also have an amazing chemical free cloth that removes all your makeup including any mascara with WATER ONLY!…it is seriously awesome the cloth is a blend of 2 high end polyesters woven together that when gotten wet with water only removes your makeup!…check out my website and please contact me at or you can order a makeup eraser off my site for only 19.99 totally reusable over 1000 washes and you wash it in your laundry with your towels no special way just as you would wash your bath towels and it comes out completely clean!….SUPER AMAZING :)

        • NYR Organic is Neal Yard Remedies way of marketing out of their stores. They have been selling organic certified products around 33- 34 years in stores and 5 as NYR Organic. The products are handmade in the UK and approved by the Soil Association with standards that are above the USDA Organic certification. You can check more in

          • Thanks for that info…I am checking them out and ordering their mascara today (been researching which vegan mascaras for three days at this point and I am so ready to make a decision…happy I found this info). :)

    • Yes! I just ordered NYR and I am glad to see a good review here. Plus you can’t beat the vanilla icing scent.

  3. This is FANTASTIC! I have spent years looking for great mascaras that are clean by EWG standards, free of animal and insect products, and work well. It seems every brand I’ve come across has a downside, but I have yet to try several of these! Thank you so much Kris – I’ll be passing this list along to the Eco-Vegan Gal community!

  4. Good pick! I love Ava mascara! I have allergies, and my eyes get irritated easily, but I never get irritated by Ava mascara. It doesn’t run when I cry at weddings, but is easily removed with Ava’s eye makeup remover pads. Thanks for the info!

  5. That’s a great chart, but I’d love to know some more – have you checked your green “winners” for palm oil based ingredients?

    • Great question…I looked up the Ava Anderson mascara, and it has “organic” palm oil in it…sorry, but #NoThanks. Palm oil will only be vegan when innocent beings stop being killed in order to grow the trees that it comes from.

  6. Please check into Aveda nourish-mint lipsticks! They are as natural as I’ve managed to find and LOVE and I’d love to know how it stacks up to others you try. My fav mascara is Ecco Bella and I’m glad to see it scored well with you all too!


  7. this is AMAZING! I have been needing a chart like this for a long time….AND my mascara is almost out. Ecco Bella here I come :)

  8. This may sound silly but does the “wear” category cover how well the mascaras stayed on as opposed to rubbing off under the eyes? This is a common problem I have, and my lashes don’t naturally stay curled so they hit my skin when blinking and I end up with the whole raccoon look.

    • Hi Alyssa, The wear rating mainly covers how long it lasts throughout the day. Everyone’s eyes and lashes are so different that it’s difficult to rate them in the way that you describe. However, one of our beauty sleuth’s (Corinne) had similar issues with a few mascaras. She really loved the Physician’s Formula Organic Wear mascara when it came down to stopping that rub-off.

    • I too have that same problem with mascara leaving raccoon marks halfway through the day. I’ve tried Physicians Formula and it does it too. Currently I use Clinique Lash Power Mascara, it has been the only one ever to leave raccoon eyes on me. I love it but I don’t think it rates well, actually I think I couldn’t find in ewg list. But I will try some of these on this list and see. If anyone else on this site has this problem and one of these on the list hold up to that please let us know!

      • I have the same problem with mascara ending up under my eyes mid-day. My lashes are naturally long…and yep, also doesn’t hold curl. The best I’ve found so far is Tarte’s Faux Lashes. It’s a 3-step process (prep with mascara, use the fiber lash wand, then seal with mascara), and I didn’t find it added that much more time to my routine. Also, I’m seeing now why Tarte didn’t make this list. While Faux Lashes isn’t on EWG’s list, 3 of Tarte’s mascaras rate anywhere between 4-6, saying there’s “limited data.”

  9. Benefit is a HUGE contender in the mascara world – their “They’re Real!” line having been number 1 several times in the last few years. I checked it on EWG and their company has low scores. Also, Benefit’s website states:

    We do not test our products on animals nor do we permit others to do so except where it is required by law.
    We are deeply committed to the elimination of animal testing and we are playing a leading role in developing alternative methods through our support of the “Fund for Alternatives to Animal Testing” in the United States and the Opal Program in France. Additionally, we are one of only a few companies to have invested in creating our own internal department to test raw materials and ingredients to further ensure the quality of our products and the satisfaction of our customers, which is our foremost priority.
    We are hopeful that alternative testing methods will be adopted worldwide and we will see an end to animal testing.

    I recommend giving them a try. It’s the long thickest lashes you’ll ever experience!!

    • Sarah, unfortunately this company likely does test on animals in order to be able to sell their products in China…that’s where the “except where required by law” tagline comes in. Basically any beauty company selling in China does test on animals. Sadly.

  10. Thank you so much for doing this. I’ve been on the hunt to replace all of my skincare, makeup, etc. to natural products with less chemicals. I’d also love to know if the products are gluten free…if that is something you could include in the future.

    Keep up the good work. :)

    • We’re so happy to hear that you’re loving it. More to come. :)

    • Arbonne rated very well in the mascara test and all the products are certified Gluten Free. Contact me if you would like more information and samples.

    • Be sure to take a look at Miessence organic cosmetics. They have been a leader in organic cosmetics being the first to have a complete full line of food grade certified organic skin care. They are also the only cosmetic company to be carbon negative. They don’t use the leaping bunny logo because it is pretty much a marketing scam. Basically the company can use the logo if they don’t use ingredients that were tested on animals in the past 5 years. So all a company has to do is wait 5 years after testing an ingredient on an animal to slap the logo on their product and claim it is cruelty free. None of Miessence products or ingredients are tested on animals. When ever a new product is developed, they have a long line of eager humans who can’t wait to test them. :)

  11. I love how easily Arbonne’s It’s A Long Story mascara washes off with my Arbonne RE9 cleanser with no eye irritation. And my eyelashes have never looked better. Even filled in where previous brands created lash loss. I love Arbonne! Thanks for doing this test!!!

  12. Since I began using Ava Anderson Non Toxic Mascara, my lashes have been GROWING FULLER and LONGER! I credit the organic aloe base :) My lashes look great, with less work, and I love that they are being nourished!

  13. I only use Aveda Lipshine and Nourish Mint lip colors. They feel and taste great. Thanks for the mascara smackdown!

  14. You missed one of the best new natural waterproof mascara’s on the market.
    Pacifica Aquarian Gaze. It ranks a 2 with the EWG cosmetics database. WATERPROOF and a 2! (I just did the custom report from the ingredients because I’ve been meaning to blog about it and haven’t had time yet.)

    It’s listed and “water resistant” but it seems to stay put even while swimming so I’d call it “waterproof.”

    Beats out the Dior waterproof mascara I was using before on almost all fronts especially on being healthy. It even stays on better. It’s hard to find an effective waterproof mascara let alone an effective AND healthy waterproof mascara but I think I finally found it. This would probably be a 4, 5, 5 according to your chart. I wish the brush were a bit different for a bit more volume but oh well – it’s pretty darn awesomesauce.

    As someone else just mentioned, they also have a non-waterproof mascara called Stellar Gaze in both brown and black. The Pacifica Aquarian Gaze only comes in black which is perfectly fine by me.

    And coconut oil is my favorite eye makeup remover if the Liz Earle hot cloth cleanser doesn’t get it all.

    I’m not much one for lipsticks – hit me up when you start talking about lip glosses. :)

  15. Love it! Thanks!

  16. Have you tested ARTISTRY skincare?

  17. I love Jordan Essentials products – the mascara is the only one that I can use that doesn’t make my eyes water. The lipstick makes your lips feel great and lasts a long time also.

  18. I was so disappointed not to see Red Apple Lipstick’s new The Lash Project mascara. It has just become available to the public and is really nice. Please check it out!
    They also make my favorite lipstick. Gluten, soy and cruelty free! Tons of great colors!

    • These are the products most used by my readers and most written about. The product you mentioned is too new to be on our radar. Next time! And thanks for the suggestion.

    • Ooooh! Just looked this up. Never heard of it…looks pretty promising. Will be ordering this along with NYR to see which one works best for me. I love that the comments section is producing just as much info as the main article. :)

  19. I love Physician’s Formula!

    Thanks for the great chart!

  20. My favorite is daisy blue’s brand new 100% natural mascara. Just introduced August 1st. Our products are developed created by us in our facility in MN. No outsourcing!

  21. Have you tried Younique’s 3D Fiber Lashes Mascara? Absolutely amazing for length and volume!

  22. What about Tarte Brand?

  23. Kris! You should check out Schmidt’s deodorant! I know you’ve already done a deodorant smack down but this stuff is incredible! My favorite is the lavender sage.

  24. I love Ava Anderson Non-toxic mascara! I am a contact wearer and my eyes always dried with my mascara, but not with Ava’s mascara- it is so light and creamy. It even kept my eyes beautiful and smudge free during an emotional move that my family went through- it still looked fresh after LONG crying sessions!!!

  25. Kris you have been an amazing voice of groundedness from the instant when I, in a fog of fear after a diagnosis of breast cancer, read a few lines from “Crazy Sexy Cancer Survivor” to now, when you advise us not to apply mascara when drinking. I absolutely LOVE your spirit, and have shared your words with many friends. Keep shining that crazy sexy light!!

  26. Thank you writing this. I have been previously searching for this data. Amazing info I’m going to return to learn more

  27. Hey Kris!
    Thanks so much for doing this!! I’ve been searching around with all makeup looking for the cleanest, purest, natural form of makeup to dazzle up my face on this glammy days.
    One lipstick brand I’ve been curious to try is “Red Apple Lipstick”
    They are gfree, paraben free, allergen free, vegan, mineral based, cruelty free and claim to be awesome, lol On their website now but can’t seem to come across the actual ingredients and they are not on the EWG Skin site. Even with all the proper labels of what they claim to be, I’m an ingredient reader and must know exactly what is in anything I use. Would love if you could add this brand to your lipstick smackdown asap. I’m a bright red lipstick lover and have tossed out most of my old makeup to simply be done with toxic crap on my lips. Gotta keep those puckers clean :)
    Thanks for all you do. Simply the best! X’s and O’s

  28. When I click on your PETA link & search for Arbonne it is listed as one of the business that is CF

  29. Please do a Foundation smack down! I have the hardest time finding a good one for my Indian skin tone , that is rated high on EWG.

  30. I use PhYsicians Formula organic

    • Hi – What great info. I use some of these (love the drama and volume of 100% Pure) One ingredient I avoid completely in my life and in my shop/online store is Phenoxyethanol. It is rated 4 in EWG – its a preservative, it’s relatively new, and it is listed as “limited data” on EWG – but from what I have read it is a new Parabens substitute – probably not much healthier – just not as documented yet. So there are a few mascaras on this list i would avoid.
      For the person looking for foundation – Sappho Liquid Foundation is incredible (its in our online store – call us for samples) I also love Vapour stick foundation and alima Pure powder foundation – layer the powder over either for really full coverage. All have an incredible, natural finish, and are completely clean and cruelty free – Sappho and alima are Vegan.

      I cant wait for the lipstick review! im picky – really love lipsticks that have some staying power and are moisturizing!!

  31. Younique 3D Fiber Lash Mascara!

  32. I was eager to see how my mascara rated on Kris’s chart and I’m happy to see that my mascara choice is number 1.
    Physician’s Formula Organic Wear.

    I’ve been using it for over a year and really like it. It doesn’t flake – it goes on easily – and it doesn’t clump. I have been really really happy with this mascara and highly recommend it to everyone.

    And a side note – as a mature woman, my eyelashes started thinning out in my 40’s along with all the other ‘hairs’ (eyelashes, eyebrows, arm hair – you know the drill ) Physician’s Formula Organic is a fantastic mascara considering that my eyelashes are disappearing daily. I get great results.

    Note to manufacturers – As a mature woman, the search for decent, available, affordable, non-toxic makeup has been an ongoing process. I know that chocolate and vanilla and banana are considered natural scents but I don’t want my cosmetics to smell like my meals. Please and thank you. If you must, please consider herbal smells – mint, lavender, rosemary,

  33. Does Tarte’s “Lights, Camera, Lashes” mascara fit anywhere in with these? Or is it not a contender with the cruelty free part? This list is great, thank you!

    • Hi Mercedes,

      Tarte is considered a cruelty-free company and are certified by PETA but keep in mind that their parent company is not.

  34. Great to see this! I was looking for a safe mascara. I love EWG!

    My go-to producer for safe, chic skincare is Beautycounter, the new (March 2013) company whose mission is to get safe products into the hands of everyone. Their safety standards are the strictest in the industry. They are just releasing their first color cosmetics (concealer and skin tint), and they don’t have mascaras yet, but their Lip Sheers are TO. DIE. FOR. Vegan/cruelty-free, gorgeous shades, and SAFE. Check them out when you have a chance!

  35. I haven’t worn mascara or any makeup for a couple of decades (long story), but I’ve been contemplating a return to it as I begin to feel healthier and more interested in a social life. When I did, I used Max Factor 2000 Calorie because it was the only one I could find available in auburn. I don’t like the way I look in either brown or black–they’re too harsh, and I am, after all, a redhead.

    Knowing what I now know (from this article and elsewhere), I wouldn’t choose that brand again. Do any of your recommended ones come in auburn?

    BTW, I wish you had linked each of these products to their websites. It would make researching them further so much less of a chore.


  36. I absolutely love the Ava Anderson mascara. I am on a toxic cleanse and understand how difficult it is to find products that are clean. This article is a share that may be recycled by me on social media until my friends get on board with safe products.

  37. Thank you so much, this is fantastic! I’ve used the Arbonne and the Phyisicans Formula – I’m shocked at the quality of the Physicians Formula (expected good quality from Arbonne).

    I’m wondering how Bare Minerals is keeping their cruelty-free endorsements though now that they are selling in China, which requires animal testing. I love their products but stopped buying when they went to China. I know your methodology used Leaping Bunny and PETA as your source but I wonder if those endorsements are old? Thoughts?

  38. Mary Kay has several different mascaras – would love to get your opinion on those! My fav is the ‘ultimate’.

    • Please read the ingredients. I used to be in love with MK mascara. Just about every ingredient in Mary Kay’s cosmetic line has harsh chemicals.

    • Mary Kay is NOT a cruelty free company as they compromised their hole product line to sell in China. All companies that sell in China (cosmetic ones) are by law required to test on animals. Aside from that, they use parabens, silicones and preservatives in their products. For me Mary Kay is in my black list of cosmetic companies.

  39. OMG thank you. My blonde-but-long-and-invisible-when-unmascaraed eyelashes thank you, too!

  40. Curious if Dr. hauschka or glo minerals were considered. This is great info, thank you! Xo

  41. I LOVE Ava’s mascara! My tube has lasted me FOREVER, zero clumping! I used to use Clinique & Lancome, amazing how many parabens and other harmful ingredients they can fit into mascara! Glad I tried Ava’s!

  42. This is so timely. I am in need of a new tube of mascara. I have been buying beauty products based on EWGs ratings for years now so I use Physicians Formula or Boots mascara (although I have found it difficult to find the *right* Boots version). I am tempted to order one of the Rejuva Minerals mascaras that get a 0 on the EWG scale. I’m curious…any reason why you didn’t test any of the mascaras EWG rates 0?

  43. As I age I have noted that I have fewer and fewer lashes. After using Ava’s Mascara, I find that I am growing new lashes, and they are so much fuller!!! So exciting. And to think that is nontoxic! Plus-Plus!

  44. You rocked my world with this smackdown. I’ve been slowly transitioning my beauty products to less toxic and I happen to be low on mascara. I’m running out tomorrow to buy the Physicians Formula. Thank you, thank you, thank you! I love the CSW crew:)

  45. Hi everyone, im based in South Africa and simply love the tips and guidelines from EWG. is there any way I could get to use and buy the products in South Africa. Thanks and stunning work and reviews!

  46. I guess you never tried the Lush eyes right mascara… Ive been a make-up artist for ovet 10 years and Ill never use any other mascara! Makes your lashes grow too!

  47. Are any of these waterproof? I’d love to know! I am also wondering about Tarte brand. Thanks!

  48. Wow!!! This is an amazing smackdown! The information and infographic are so comprehensive!! Most of them are on the pricey side but I was glad to see a couple at a more budget friendly price point :)

  49. I’m surprised you didn’t include Coastal Classic Creations mascara. It’s the best natural mascara I’ve found and I thinks it’s cruelty free and leaping bunny certified.

  50. I love Younique’s 3D Fiber Lash Mascara. I wear it daily and it is the best I have ever used. It plumps up even the tiniest lashes with green tea fibers and what a difference it makes!! 😀

  51. I have tried MANY mascaras over the years and am cautious about putting toxic chemicals on my skin or near my eyes as I have sensitive skin and extremely sensitive blue eyes! Mascara is a staple for me and I do not mind paying more for quality! I have been using Arbonne’s It’s A Long Story mascara and LOVE it!!! Hands down the BEST mascara I’ve ever used! My lashes have never looked better!!!

  52. I have tried MANY mascaras over the years and am cautious about putting toxic chemicals on my skin or near my eyes as I have sensitive skin and extremely sensitive blue eyes! Mascara is a staple for me and I do not mind paying more for quality! I have been using Arbonne’s It’s A Long Story mascara and LOVE it!!! Hands down the BEST mascara I’ve ever used! My lashes have never looked better!!! And ALL of Arbonnes products are PETA approved :) – their make up is amazing! I’m so glad that I made the switch from MAC!!!

  53. You have to add Younique ‘ s cruelty free mascara to this list! It’s amazing!

  54. I use Arbonne’s mascara and love it! I love how it works and what it stands for as a whole. I love it so much that I now sell it! <3 Thank you for mentioning it!

  55. Love Arbonne’s mascara!! Thank you!

  56. For lipstick, I like Bite, healthy and natural, with great color and wear.

  57. Habit + a love of all things pink and green + endless product marketing + vanity have kept me in a 20-year mascara rut, but I think I’m going to grab a tube of the Eco Bella next time I’m at Whole Foods. Great information, ladies…thanks for doing the research! I’ll pass this link along to the students in my raw e-courses. They’ll love it!

    Shine on, bright lights!

  58. Hello Kris, I really enjoyed your article on mascara. To keep this simple… I believe you missed a mascara, Younique 3D Fiberlash. It’s all natural And AMAZING! Waterproof, and when applied with fiber(made from green tea) it gives lashes a 300% increase to volume FOR REAL.

    I would like to send you one! No Charge! A $29 value and 2 month supply…. BUT only if you refer others to my website to purchase and if you decide to enroll for $99, you enroll with me. There is some money to be made here… And this entire line is everything a environmentally conscious consumer could ever ask for… And it’s affordable!

    So, I will wait for your response with mailing address… I’m willing to gamble on the fact, IT WILL AMAZE YOU! I have it ready to ship ASAP!

    Great article! Love your mission and writing style!

  59. Helpful list, thank you! I hope you do one for every beauty category! I like Organic Wear. Ava Anderson mascara is the best, it actually helps lashes grow thicker & longer. Their whole line is great.

  60. Did you look at Mary Kay mascara? They are my favorite and have very high quality standards and do not test on animals!

    My favorite lipsticks are from icing by Claire’s, Clinique and stilla

  61. Hi,

    Thanks so much for doing this for us!! Was wondering, are any of these waterproof? If not, which mascara was the most water resistant?



  62. SISEL Int’l has just revamped their toxin free mascara..and it’s great! And I just tried their new Fiber Mascara system that really coats your lashes for super long sexy lashes…very cool! It will be out next month. Who would ever want to go through the pain and hassle of extensions (I didn’t even know people actually did that!) All of their make-up ….lipsticks, mineral foundations and 200 other products are TOTALLY toxin free and really do the job…

  63. I am a mascara addict. I have tried every mascara out there AND have combined them all!! The 3D Fiber Mascara by Younique is by far THE BEST mascara on the face of the planet!! The fibers are all natural and all of the products are cruelty free!! Have you tried it yet? It is a MUST have.

  64. Hi! Can not believe I don’t see Colour Caramel mascara – its indulgent and natural and even smells nice. Goes on thick and long. A must try. Also love love love the lipstick.

  65. Talk about timing. Today I just bought brand new make up and have been looking for chemical-free and animal test-free products that are actually affordable! It would be fantastic if you could do research on foundations, concealers and powders for various skin types that are available at most stores. I do not feel comfortable purchasing cosmetics online at discounted rates because they could be imitations (there is a great 20/20 feature on this!)
    I find that I try to stick to these guidelines but then the products I purchase don’t wear well all day… Talk about frustrating!
    Thanks for the info – I’ve chosen my next mascara purchase!

  66. Have you tried Younique Moodstruck 3D Fiber Lash? It’s has all natural ingredients and cruelty free. You have to try it next time!

  67. My favorite is Cherry Blooms Fiber Lash Extensions mascara. Ever since I’ve discovered the brand, I can’t go back to using regular mascara anymore. It’s that good! My lashes have never looked so good and long before. :)

  68. 100 percent pure’s mascara is my fav- its listed in the chart above….. bc its smooth, makes lashes beautiful and even smells good! And the bottle is the cutest mascara packaging ive ever seen. I take my eye make up off with coconut oil and a qtip, but firs I hold water in my palm and put my eye to it while blinking. I gently take off ant mascara I can with my finger.. then I do the coco oil thing. For lips I love Pacifica’s lip gloss, so smooth, shiny not thick, has a little sparkle and smells really good

  69. I LOVE Gabriel Mascara! Applys well and stays on without smearing or running. And it washes off without much fuss. I have never loved a mascara more.

  70. In your article you mention 2 types of cruelty free guidelines (Leaping Bunny and PETA) but in the infographic, there appear to be 3 types. Which ones are which? I don’t see a key. Thank you for doing this!

  71. Thank you ladies! This is a very valuable list. I’m on a mission to replace all of my makeup products with healthier, non-toxic, & cruelty-free versions. This list makes it a more attainable task.

  72. Thank you for doing this!! Iove Arbonne’s It’s a Long Storey and this shows how awesome it is :) of course I also love Arbonne’s lipstick, check it out in your next comparison!

  73. I used to love mascara (I used to love makeup in general) but I gave it all up when I decided I didn’t want to load my body with chemicals. Lately, I’ve been looking to incorporate some non-toxic makeup and fragrances back into my life because I love the way they make me feel.
    So I don’t have any favourites but I’ve been looking into homemade alternatives and I’m so exited about the endless possibilities! I’ve found recipes (?) for homemade mascara, foundation, eyeliner… And it’s mostly made from stuff that’s safe to eat! Will definitely be trying.

  74. Kris & company,
    Thanks so much for doing this. It’s really nice to have a list that was actually tried out with recommendations. Very much appreciate what you do to keep us informed! Y’all rock!

  75. 100 Percent Pure Black Tea Mascara is my favorite! I have tried numerous natural mascaras and this one is the best! It smells great, and I love that I know the ingredients! I have super sensitive eyes and this is the only mascara I have ever used that does not irritate them at all! Love it!

  76. I wish you had rated Younique mascara, it is all the rage in my area (Weyburn, Saskatchewan, Canada). It is supposedly organic as well, the fibres are made from breen tea. Any suggestions? thanks

  77. My fave is to younique 3d fiber lashes… Not on your list :(

  78. My new favorite mascara is from Rejuva minerals. I just purchased the water resistant mega lash. It hasn’r smudged or flaked off and it gives me long full lashes.

  79. I love Blinc mascara. I didn’t see it on the list, so now I’m wondering if it’s “not so great.” I am under the impression that is “crap” free (I use that as a general term for environmently friendly/people/animal-safe. It is the only mascara I’ve used or heard of that will NEVER smear. It coats your lashes instead of painting them. It’s water proof for days. And comes off simply. My lashes have even grown thicker and healthier using it. Because, there are no chemicals used to paint or extend or plump my lashes. Try it out…

  80. You need to have our 3D Fiber Lash in that list, please!!!

  81. Thanks so much for the information! Love your site.

  82. I love Arbonne’s “It’s a Long Story” mascara! It makes my lashes look so long and thick. It is water-resistant and doesn’t smudge under my eyes. Best mascara I’ve ever used! And it’s safe, cruelty free and free of harmful products, like all Arbonne products.

  83. I cannot make out the text below the cruelty free icons…it is sooooo small. What do they say? I saw the comments about Leaping Bunny and PETA; however, I cannot see what’s what from the ratings table. Is there no way to make this large enough to read??? My screen maxed out at 300% and the text was still illegible.

  84. Please check into Younique’s 3D Fiber Mascara. It’s fairly new to the market but touts itself as being all natural and cruelty free! I’m wondering how it compares to these others. :)

  85. Please look into Younique’s 3D Fiber Mascara. It’s fairly new to the market but touts itself for being all natural & cruelty free. I’m curious how it would compare to any of these fantastic products.

  86. Thank you for doing all this hard leg work! It helps and now I have a couple ideas in my pocket for mascara choices! Make up, shampoo and body lotion (I use olive oil or coconut oil now-days) are things I worry about having a high toxic load on my body.

  87. anyone try Real Purity? it’s my faaavvvorite!!!! love it. and love the two different brown colors it comes in (i’m a redhead so black is too dark). comes in blue and green too!!

  88. I love Ava’s mascara the best. And as for the lipstick smackdown, I recommend Ava’s lipsticks too! They are ze bomb……….thx for this!

  89. Oh Man… I sure missed the request did “mascara candidates”. My vote… Red Apple The Lash Project!! I believe you’d be smack-dabbed bonkers over the product and the commitment to healthy ingredients and quality performance. I am strictly a consumer, not a representative.

    Thanks for the info and tips! Your detail and research is powerful!!!

  90. Loved this! Hoping you might consider testing out natural shampoos/conditioners in the near future…good ones are SO hard to find!

  91. Hi Kris,

    I use Dr Hauschka’s mascara as it was highly recommended by my health food shop and by

    I am wondering what your thoughts are on this product as it is not in your list?

    I have done your cleanse more than once and it has really helped me get rid of all the crap I was putting on my skin, so thank you very much.

    Keep being fabulous – I love following you.


  92. I was wondering if you tested tartes lights camera lashes mascara and what the results were?

  93. Definitely Arbonne It’s a Long Story Mascara is top of my list! Love this mascara, it’s an all rounder, stays on all day and promotes lash growth with peptides (proteins). Plus my lashes don’t fall out like they used to with cheaper brands. Soo good, highly recommend it!! :)

  94. My fave mascara is one I make myself and all 4 ingredients rate 0 on EWG.

  95. Hi…..just a quick comment to ask if you would like to have a look at Tropic’s Lash Extension Kit? Tropic skin care and botanical make up is all totally natural..we have the leaping bunny certificate and is vegan friendly..absolutely love how this product makes my eyes look….false lash look without the falsies!!
    Tine.x( Tropic Ambassador).

  96. I love the Josie Maran Black Argan Oil mascara it’s new and amazing holds up to any toxic brand !! Try it now!!!

  97. Darn it! I just ordered a new mascara. The good news is it’s BWC and I’ve never tried that one before so something “new” is always fun! Ava Anderson will be next on my list…thanks Kris!

  98. I am a consultant with Ava Anderson Non Toxic and why I chose this company was not only because of the ingredients, but the mascara! I have a thyroid and auto-immune disease causing my eye lashes to thin…but after using the Ava’s mascara my lashes have grown back and are thicker! It’s all about the ingredients with me!

  99. Thanks for this great review! I’ve tried a few of these too, but none give me the results of Younique 3D Fiber Lash mascara. Only 6 natural ingredients. I would love to send you one to review in your next smack down!

  100. Thanks Kris, this one is a hard one! I will try your best picks as I had no success on my own. Also, I’ll see you at Creation Course with Regina! I signed up and taking the course!! So excited!

  101. Kris, if you haven’t yet, check out the Cruelty Cutter app from Beagle Freedom Project … you can use it while you shop to scan items to see if they are cruelty-free! Their list includes all of the products in PETA and Leaping Bunny and more! You can even send feedback to companies to praise them or request they go cruelty-free. The $2.99 app purchase helps raise funds for Beagle Freedom Project, a not-for-profit organization dedicated to freeing beagles from testing labs. It’s available for Apple products and will be released for Android soon!

  102. I noticed you didn’t mention Origins Mascara. Their newest one lengthens, voluminizes and conditions the lash. Most mascaras have bat guana as the binder. Origins uses a nut base as the filler and binder. They do not test on animals! This is a great mascara!

    • Hi Merrie,

      Unfortunately, Origins is not a cruelty-free brand. Origins states on their website “We do not conduct animal testing on our products or ingredients, nor do we ask others to test on our behalf, unless required by law”. When a company uses the phrasing “unless required by law”, it means that they DO test on animals. Also, keep in mind that Origins is owned by Estee Lauder which is known for testing on animals.

      Fortunately there are so many brands on the market that are cruelty-free! ; )

  103. So happy to see my holy grail the 100 percent pure mascara on the list! For the lipstick smash down please please try the Red Apple Lipstick brand! They are the best!

  104. My very fave mascara is Big Blink by Pur Minerals.

  105. Thank you for doing the smackdown! I’m throwing out all my mascara and I’m going to try some you studied. I can’t wait to see what comes out of the lipsticks. Being older I have to many lip lines to wear nice lipstick so I wear the stay on 24 hr. ones or 8 hrs. They work great but I don’t even want to know whats in them-paint. So I hope you find a long lasting one thats not chemically laden. And keep going with hair color. I eat so clean and preach staying away from chemicals and then I still color my roots- ugh Thank you, I’m a long time follower.

  106. Have you looked at BeautiControl? I know they are PETA approved, and just released a new line of cosmetics, including an AMAZING mascara.

  107. Ava Anderson Non Toxic Mascara is by far my favorite! It’s not clumpy and it doesn’t contain any harmful chemicals. Love everything Ava!

  108. I am so disappointed that NYR (Neals Yard Organics) was not even mentioned.
    This company has been around since 1982 using eco-principles. I wouldn’t consider using anything but their products on or in my body.

  109. I was curious to try the Physician’s Formula, but I don’t understand how “cruelty-free” beeswax and yogurt extract can be considered vegan….or how that’s ever cruelty free.

  110. I really love Tarte Amazonian Clay mascara! It’s great, I’m surprised it’s not included here!

  111. I was just wondering where you purchase these? I have never heard of any of these brands. Thank you so much. I love this!

  112. Love Tarte!

  113. Kris Carr, you never cease to amaze me. This is something I’ve been wishing I could try myself but leave it to you to take over and make the world a better and prettier place. Thank you so much for publishing this info for us!

  114. This is so strange I just sent my family a list of companies that do animal testing, telling them to find substitutes, and was so disappointed about Maybelline being on there because I’ve ALWAYS used their pink and green mascara. Never liked any others. And then thought how this stinks bc now I have to find a new mascara but I’m so picky I knew it would be really hard. And now you just did a mascara review!! Yayy you’re awesome! Thank you ladies!!! :))))) <3

  115. Would love a review or comments in regard to Yoniques’ 3D Fiberlash. This stuff keeps lighting up my Facebbok page. Just wondering where it stands in the cruelty free/chemical free zone…..

  116. Went I went fully non toxic in my house, my mascara was one of the last things to go. Now? I would never look back. Switching to Ava Anderson was the best decision I EVER made.

  117. Thanks so much for taking the time. I have been on the same quest for a while now. I can’t wait to try some of these brands!

  118. Hi Kris. I’m from Canada. I was wondering if and where these mascara products are available here in Canada.
    Lov your articles/blog. You rock! Such great info and advice.
    Yours in good health!

    • I strongly urge you to check out younique. Available in Canada, all natural, cruelty free and water proof. I can’t say enough about it! Mascara that give you 300X volume and length.

  119. I just found a mascara called “Face it”. It’s made by / distributed by the Faceshop Co.

    Has anyone tried it or know what’s in it?

    It’s absolutely amazing…..

  120. I love Drew Barrymore’s line of cosmetics. I was kind of surprised that her mascara didn’t appear on your list. It’s my fave. With lipstick being the next smackdown I hope that you seriously consider her line: Flower. My favorite is Lip Suede with Papaya and Orchid Hydrating complex, but it is a toss up with the Kiss Me Twice item which is not just for lips but for cheeks too. Beautiful, affordable and great philosophy backing it! Thanks for all the great tips and info on the mascara! Love all the resources you provide!
    with a wink and a smooch….thank you!

    • also for lips: Cargo Plantlove lipstick
      tubes are made entirely of corn
      the box the lipstick is sold in is flower paper embedded with wildflower seeds so you can get it wet and plant the box and grow wildflowers
      con – $20 a lipstick, but $2 of every purchase goes to St. Judes Children’s
      sheer; so if you like deep color may not be for you, but it is super moisturizing

  121. Great resource – love mascara, too! Thanks to you and your staff for all your work! While you are asking companies about their products, including any wheat/grain products would be helpful, since whatever we put on our skin goes into the blood stream. That would be a big help for those of us who are gluten or non-gluten sensitive to grains.

  122. Love L’BRI PURE n’ NATURAL Skin and Cosmetics . All our products are great for your skin and our lipsticks are the best.

  123. I have been wearing’s the lash project mascara. It is awesome! Gluten,chemical free mascara that helps repair eyelashes!

  124. Dr. Haushka’s volume mascara is my new favorite:) free of synthetic preservatives and scents, and no animal testing! I read the good Dr.,s bio -very interesting and very he was interested in organics etc.

  125. My favorite mascara is Youunique 3d Fiber Lash. It is the best mascara I have ever tried and is all natural. It gives you length like false lashes but is and looks like your lashes are naturally that long. It makes your eyes stand out so much more than regular mascara.

  126. Thanks for all the background work on this – sounds like a fun, though time-consuming project! Were there none you tested and liked with a “0” rating? I use Rejuva Minerals, which is rated a 0, and it works great for me! Maybe I’ll try Physician’s Formula, since it’s cheaper and readily available in any drug store even though it’s rated a “1” – just in case you tested and rejected Rejuva Minerals because the others are even better-performing. I usually only buy 0-rated products or make my own after having horrible reactions around my eyes – I could probably relax my standards a little, though.

  127. I LOVE the Arbonne mascara! Its more expensive, but SO worth it! I also <3 their Primer! I can't wear makeup without it anymore.

  128. other than the leaping bunny logo – what are the others? I’ve seen the cruelty free bunny, but not the other logo under Kiris’ selection. Are they known NOT to have animal testing anywhere in their manufacturing? Thanks for the smackdown knowledge!

  129. Hmm… looks like I have some new mascaras to try! I’m also surprised that Tarte didn’t make the list. I’m trying out my third mascara by them – Faux Lashes – and I’m LOVING it!!! I thought Lights, Camera, Lashes were good {minus some smudging by end of day} ~ Faux Lashes is amazing! It’s a 3-stepper, but worth it! My lashes have never looked so full and long!!!

  130. You really make it seem so easy with your presentation but I
    find this topic to be actually something which I think I would never understand.
    It seems too complicated and very broad
    for me. I am looking forward for your next post, I will try to get the hang of it!

  131. I switched to IT Cosmetics after the Lauder Co lost it’s cruelty free status. It is fabulous stuff?how did it not make your list?

  132. I really appreciate this breakdown on mascaras. Now I can make an informed decision!!1 Thank you. I am trying hard to make better choices in food and personal care products. I have had an outbreak of exzema and rosacea on my face and was trying to use essential oils to correct but somehow made worse. I actually went to a dermatologist …knowing her treatment would be products not so great but was desparate. Now it is improving but need info on face moisturizer that is similar to what she has me using…be less toxic. Maybe you have done some comparisons? I am using CeraVe AM and PM. both have parabens and AM has sunscreen… both have ceramides, hyaluronic acid, and niacinamide….which I think are good. Any products you know of similar but cleaner? Thank you for your help!!

  133. This is really wonderful. Thanks Kris. I didn’t see any rating for the one most tolerated by very allergic people. I haven’t been able to wear mascara in years and would love to.
    Would it be possible for someone to comment about that? Kris did you get any info about sensitivity?

    I so look forward to these posts.


    • One more thing Kris -is there a way I can print the list of the mascaras without printing all the pages before and after?

      If anyone knows how to do this please let me know.



  134. I use Tarte (lights, camera,lashes) mascara. What are your thoughts?

  135. I love the Australian brand Ere Perez which has four types clear black waterproof black and brown. I cant get enough of the brown! Being fair redhead I could never find a warm enough brown. but this it it.

  136. I LOVE this. Thanks!

  137. THANK YOU so much for all this amazing information! I’ve been cleaning up my makeup bag for months now and I’m so happy to see two of the mascara’s I use on this list :) My biggest hurdle is lipstick/balms/ glosses. I love to have lots of tins and types and it’s so easy just to pick up a 5 dollar drug store option when I run into Target, but I know they are not good for me. This post is so helpful! Do you have one of lip stick? Thanks!

  138. Pacifica mascara in black or brown. LOVE!!!

  139. I love Tarte’s mascaras but they do have a moderate EWG rating. I have been trying out an Almay one but am excited to see Physician’s Formula on this list. I think I will be picking that one up. I love Bite Beauty for lip products! They are amazing :)

  140. I’ve been fearful that my physicians formula organic was one of those products that claims to be natural but really isn’t – great to know it really does fit the bill! (Because I do like it and it’s easy to find). Thanks for the great review!

  141. I would love to know your thoughts on Younique’s 3D Fiber Mascara. I have recently become a presenter for this company and this mascara is amazing. Would you be interested in checking it out and letting me know what you think?

    • Younique mascara has collagen which probably is not vegan. Collagen is mostly produced from the cartilage of cows, sharks or other fish. A few years ago some collagen was even extracted from human skulls. I would contact the company to ask them where do they get their collagen from before wearing that kind of product.

  142. You’re amazing. Thank you so much – keep up the good work. Now I just have to try to source one of your recommended mascaras in New Zealand!

  143. Thank you so much for the valuable info. I am a cancer survivor and I am getting on board with chemical free products. So far with shampoo and conditioner. I only use coconut oil & baking soda for toothpaste and now I will try one of your mascara recommendations – and I will not apply it while driving! ( or drinking

  144. Hi Kris, I think Ecco Bella mascara has parabens in it which are banned in Europe. I was told that by a person working at Whole Foods, even though they sell it there. I really like Dr. Hauschka Volume mascara sold at Whole Foods. The wand is really nice, but I have to add a few layers to make it thick enough. Oh, by the way, I love you and your newsletters. You are my heroine. Your cute personality always lifts my spirit. Hugs, Cindi

  145. What about Tarte products…I thought they were cruelty free as not see them on the list.

    • Sadly TARTE was sold to KOSE which is not cruelty free. They are still claiming to stay cruelty fee but most of the money goes to KOSE that do animal testing. Not all products of Tarte are vegan or silicone free. I do love their makeup but I got picky with them. I am using NYR Organic products combined with some vegan Tarte ones. You can check the organic certified ones at

  146. I’ve used 100% pure mascara and it’s more of a natural look mascara. However, it smudges easily and stings if it gets in your eye… I wonder what is it that makes it sting? It is easy to remove though. It started getting dry after a while so I learned a trick on Pinterest to add a drop of lavender essential oil to soften it up more while adding anti-bacterial properties into the formula.

    I’ve also used Tarte Lights Camera Lashes… and Tarte Lights Camera Flashes and I feel those two make more of a dramatic difference. However, the ingredients are all natural and organic.

    I’m curious to try out the others on the list. There are so many options! I hope to find a great organic long lasting version to be my go to mascara!

    Thanks for this blog post Kris!

  147. Hi!

    For your lipstick smackdown could you PLEASE look into LUSH? I adore that brand of beauty products and they advertise as vegan, handmade, cruelty free, etc, but EWG doesn’t rate any of their products. If you could look into them or ask EWG to give them ratings, I would be forever grateful!

    Thank you!!

    Peace and Love,

  148. I use Tarte…not sure if you have ever heard of them…also love to see ya teat Juice beauty products. Alicia Silverstone (actress) supports them. Ty for the great info I will be looking into these especially Physicians Formula!

  149. Great info! Thank you.

  150. I just tried Red Apple’s The Lash Project mascara. It is gluten free, non toxic, and fabulous! Stays where you put it until you want to take it off. Try doing 4 massages a day and not looking like a raccoon when you are done! You can find it at
    I have no investment in this company. I’m just a celiac who loves their products.

  151. Thanks Kris! I have been wanting to get some new mascara but didn’t know where to very timely for me. I’ll be posting on my FB page!

  152. I really like anything Pacifica puts out- It’s vegan, not animal tested, & they make donations to ocean preservation. They have 3 types of mascara- I like them all

  153. Pacifica’s Stellar Length mascara is the best! My lashes are very sparse and short and it’s just the right consistency to thicken what I have without making them stick together and look even more sparse. Doesn’t flake or irritate my sensitive dry eyes.

  154. Excellent! It’s great that you’re reviewing beauty products that are not only ethical but ranked using the same requirements us real-world gals look for! How about including one or two products that are readily available in the UK too? Beauty Without Cruelty is the only one I’m aware of that’s available on the high street here.

    Cool article though; am looking forward to the next one! Xx :-)

  155. This is great! Thank you. I actually was on the hunt for a good organic mascara and picked up the physician’s formula organic one and I love it! It’s perfect for definition and volume. It is a very dry formula, but I like it, easy to wash off with water in the shower. Great post.I’m going to link this on my facebook at Denise Lopez AT/L

  156. Thank you for this! I absolutely LOVE Kjaer Weis – gorgeous wear AND refillable packaging….a beauty home run!

    As for lipstick :: I’m a Kjaer Weis girl through + through. Ilia is awesome too!

  157. Wondering if a the new company and product line Younique is on the radar yet?

  158. I’m really excited about this, thank you! My daughter and I are completely toxin free when it comes to anything that we put on our bodies or use to clean (home or clothes). I’m surprised that Earth Labs Cosmetics doesn’t show up in the Skin Deep database. I wonder if it is because they haven’t been tested yet? Their mascara is great for those “stay-at-home” days and we love their lip glosses. Perhaps you could look at those for the next smackdown?

  159. Thanks Kris for the low-down on mascara. I don’t wear much make-up myself but mascara is my 2nd most important face beauty product because lip color is my first. I’m an athletic 57 year young woman and near this time in our life many of us loose our natural lip color and I personally feel absolutely naked without it. I don’t like to spend lots of money on make-up but I need it to be long lasting and stay on my lips during a meal, a drink or a good kiss (without transferring it to my man). I’m not one to whip out my compact mirror or lipstick in front of people and don’t want to have to sneak away to touch-up so unfortunately what works for me are those long lasting 8-12 hour lip color by Color Girl or Revlon. I know they are not what I want to be using due to the ingredients, etc.. Sooooo, I really look forward to your staff’s research and hope you include a truly ‘long lasting’ category to your Lip ‘Smack’down. I would really like it to be clean, natural & cruel free like most the other beauty products I seek and use these days.

    If you have already done such research on a daily face moisturizer I would love to see it as I’m trying to find a good one…hopefully vegan or close to it.

    Love your site and everything you do and share!!!

  160. I am so thrilled! I just tried my new tube of Ava Anderson Mascara for the first time and I am in LOVE. This is the mascara I’ve been searching for for years. My lashes look like they are naturally long and black and shiny and in no way do they look like I smeared black clumpy mascara all over them. Thank you SO MUCH!

  161. This was super helpful! Thank you! I was wondering about foundation. I’ve been trying to find a powder foundation that has minimal amounts of chemical. I’m currently using Tarte’s Amazonian Clay Pressed Powder. I think it is better than most drug store brands, but EWG says it tests high for chemicals that mess with reproduction. Does anyone have any suggestions??

  162. Good info, I’ve finally ditched all of my yucky makeup and my skin is thanking me! But why isn’t Alima Pure on here? LOVE all of their products!! <3

  163. Love my 3D Mascara that uses green tea fibers to lengthen and add real volume!

  164. Thanks for the list! I’m a bit of a mascara snob. I’m currently using Mineral Fusion Mascara and have been extremely happy with it. So far it has been the best natural mascara I’ve found but I’ll also be giving those 5’s on your list a try too.

    • If you are a “mascara snob” like me, you HAVE to try Moodstruck. I was really hesitant and only did because it was free. LOVE it. I will never use anything else again!

  165. The last mascara I tried is Zuzu. I really like it. I am on tamoxifen and have the occasional hot flash, and have had issue with mascara sweating off. Zuzu is easy to apply and adds a nice amount of length and fullness to my lashes. It washes off easily and the price is right.

    I still haven’t found a natural lip color I like. MAC is still my favorite for its colors, ease of application and taste. I also like that I can get a free tube every time I bring in 6 MAC make-up containers

  166. Daisy Blue Products has the best Mascara and lip stick!!! Made in MN

  167. Why is Bare Minerals on this list when their parent company is notorious for testing on animals? I love the Josi and 100% pure. Both are great.

  168. Based on the survey and EWG rating, I ordered ava anderson mascara. Sadly, it makes my eyes red and they burn. I also noticed that the link goes to Kris’s sales page at ava anderson..conflict of interest?

  169. Thank you for your article! I ‘ll try also to describe cruelty-free mascara brands.

  170. Our mascara is para been free and Younique is a cruelty free, naturally based company. Maybe you’ve find our magic mascara by now but if you haven’t by far Younique Moodstruck minerals 3D Fiber Lash Mascara is the best !

  171. Hi,
    May you tell me your opinion about ILIA mascara?

  172. I LOVE the Delizioso Skincare Black Diamon Mascara! It should so be on this list <3

  173. I have recently found a series of natural products on which includes creams and soaps, I tried them and the results are amazing! The products clean the skin, give it moisture, clarify it, remove the dead layer of skin. I highly recommend you all to order the products and try them on , the sure thing is you won’t regret – because the results are absolutely amazing !

  174. My fav is Younique mascara and makeup. It does not come off even if you cry and it does not smudge or flake off.

  175. Alima makeup is all I will use, and they came out with a fabulous mascara last year.

  176. Would love for you to try Younique’s 3d fiber lash mascara!!

  177. Lipstick Smackdown…. wondering how Clinique & Body Shop lipsticks will rate?

  178. Thank you for putting this together. I will base my next mascara purchase on this. For your upcoming lipstick test please include lip stains. I love dual sided marker-like lip stains with balm on one end. It’d be nice to know which ones are non-toxic.

  179. Is Origins Ginzing mascara a good non toxic and cruelty free one?

  180. I don’t understand how you can asterisk ‘Cruelty Free Beeswax’. There’s no such thing. You can’t choke bees with smoke to steal their honey and beeswax in a cruelty free manner, nor can you cut off a queen bee’s wings to make sure she doesn’t fly away in a cruelty free way, nor can you artificially inseminate the queen bee with another bee’s sperm you squeezed to death to extract it off, nor can you commonly and accidentally cut some of the bees legs off when you’re removing and placing the lids and trays back in/on the hives in a cruelty free way and lastly you can not cull an entire bee colony when their season is ending in a cruelty free way. These practises are mandatory. It’s not a matter of ‘using other more cruelty free methods to get the beeswax’ It doesn’t exist. There are many other alternatives to beeswax so to claim something (their food source and home) that is stolen off an animal is ‘cruelty free’ isn’t right and to claim those products are too is an insult to animals that do more for this planet than we do. I hope you go on to produce a more accurate and cruelty free post in future because i was looking forward to discovering some good cruelty free mascaras.

  181. Thank you so much for this!! It’s very upsetting that I don’t see any of the mainstream brands in this list! I to work in the entertainment industry and relief on various makeup artist, but I will be making that change for my personal use and educating those around me.
    When it comes to lipstick I generally don’t wear anything but some Kiehls to give a little shine.

  182. I’m surprised to see that you didn’t rate Lemongrass Spa’s Organic mascara. It’s cruelty free, non-toxic, and has amazing coverage!! It’s my go-to for mascara.

  183. I love Younique 3D fiber lash mascara, that is why i became a rep.
    It comes in a handy little case so you wont lose the little bottles in the bottom of your handbag and it looks amazing.
    The product comes with a transplanting gel which is black and the fibers are also black which really helps the look.
    This younique product is now being sold in the UK too!
    Order yours here :

  184. Super helpful article, thank you! One question: do you have this same info on any of the tube mascaras? Thank you!

  185. Thanks for this review. I was hoping to see the Younique mascara I hear so much about in the review as well. I am currently a user of the Arbonne Long Story mascara- I actually thought it would have qualified for the leaping bunny and cruelty free as well, since the company never tests on animals.
    When I switched to Long Story the first thing I noticed is a no longer need to use the torture tool – the eye lash curler. Somehow the engineering of the wand, with short and long bristles and the curve – manages to achieve the look that previously took multiple steps. As a woman past 50 with fewer lashes – I appreciate the short lashes are volumized.
    Also with very sensitive eyes, I appreciate that it smells wonderful, but because it is botanical and no artificial fragrances – it does not make my eyes water. AND if I do shed a tear (those dreaded Hallmark commercials) it does not smear, even though water resistant vs. water proof. (I learned water proof mascaras are chemical based)
    Perhaps what I love most is how soft and conditioned my lashes are – not crunchy and hard. And days after wearing it I have a wondrous long lash effect. I admit I am not much of a make up wearer – other than my beloved CC cream and Arbonne bronzer, so if I can get a long lash long lasting effect for days without wearing any mascara…the long lasting benefit makes my life simple.
    Thank you for this post and comparison

  186. Love the research you have done!
    which of these mascaras holds best in a rain or snowy day or tears??
    I have only just started using mascara recently and so far didn’t have a good luck,
    they all seem to be smudging pretty quickly as soon as I am out in the snow and squeeze my yes!

    Thank you.


  187. I LOVE Younique 3d Lashes by far! I have tried countless mascaras and because I fell in love with the Younique fiberlash mascara, I decided to become a distributor. Incredible company with incredible products and can be done all online.

  188. Where and how do I find cruelty-free mascaras in Cape Town, South Africa? Help please!

  189. A lot of you Younique fanatics are saying Younique is all-natural. It is NOT all-natural! It is however naturally based and cruelty free. Younique does use some synthetic ingredients. But they are SAFE ingredients. Not all things natural are good for you. Some natural things can kill you! On the flip side not all synthetics are bad for you. Younique is very dedicated to high quality, safe products! They’re a great option if you want high quality makeup that is free of harmful ingredients, naturally based and cruelty free.

  190. Thanks so much for all the hard work putting together this great resource!

  191. Thanks so much for all the hard work putting together this great resource,!

  192. I use NYR Organic’s mascara and love it, not sure why it was not reviewed. Its 78% organic and Soil Association Certified- which has some of the highest standards for the cosmetic industry.

  193. This is a wonderful resource and refreshing to see so many companies now committed to providing healthier options. So much of our makeup and skincare products are absorbed through the skin so it’s important to pay attention to this.
    Also, as an animal lover, my products also must be cruelty free!
    I was introduced to a company that is totally committed to toxin, paraben, and cruelty free products.
    So far everything I have tried has been super! They do have a 3D lash system along with “regular” mascara for a daytime look. You can find it here:

  194. I was wondering where your crazy sexy mascara smackdown would rate Red Apple Lipstick’s mascara and Dr. Hauschka’s mascara as well?

  195. Thanks for this great review. I’m wondering if you would like to update it with some of the newer products available or are you only reviewing OTC products? Younique offers Non-Toxic, Curelty-Free & No Animal testing– AND does it EVER WORK!! 300x the volume. Wear you ask? All day, all day. Washes off with soap and water! I think you’ll love it too!

    • Transplanting Gel Ingredients: Water, Beeswax (Natural Propolis), Carnauba (Brazilian palm glue), Iron Oxide Cl 77499 (Black), Collagen (plant based), Acrylates Copolymer, Nylon, Stearic Acid, Propylene Glycol. .23 FL OZ / 7 ml

      Natural Fibers Ingredients: 100% Natural Fibers taken from Green Tea. Net WT .02 OZ/ .5g.

      Collagen is a type of protein that works with elastin to give skin its texture, structure, and appearance. It contains antioxidants, and may help add volume and shine to the appearance of eyelashes. (plant based)

      Water (Aqua) is the liquid of life! Hydrates and cleanses the skin, and works as a natural spreading component, helping to distribute other ingredients evenly over the skin.

      Beeswax (Natural Propolis) is a brownish, resinous material collected by bees and believed to have antibacterial and anti-inflammatory properties.

      Carnauba (Brazilian Palm Glue) is extracted and refined through a pressing and crushing process that turns the palm glue into an oil, creating the sticky nature of the transplanting gel. It is also believed to act as a natural preservative.

      Iron Oxide Cl 77499 (Black) is a technical name for Black Iron Oxide. This naturally-occurring mineral acts a colorant, giving the gel its striking black color.

      Acrylates Copolymer is an adhesive and binder, as well as a suspending agent.

      Nylon is a powder substance that is used as an absorbent and thickening agent.

      Stearic Acid (also known as Palmitic Acid) is an organic nutrient derived from palm trees that is often used to soothe and soften the skin.

      Propylene Glycol is a humidifying and delivery ingredient.

  196. Thank you for some other informative blog. Where else may I am getting that kind of information written in such a perfect way?
    I’ve a challenge that I’m simply now working on, and I’ve been at the
    look out for such information.

  197. Do You only recommend organic? I love a naturally based mascara called 3d fiber lash! Amazing lashes with natural ingrediants, except iron oxide….but thats safe.

  198. Can I also add in, Arbonne’s Its a Long story is Vegan Certified by the Vegan Society…
    Not tested on animals, Certified Vegan and Cruelty free.

  199. I use younique mascara , it is great , lengthens my lashes and comes off with water.
    by all counts I believe it a healthy option, no animal testing, meant to be made with green tea leaves. I am just a user not distributer so correct me if I’m wrong. Doesn’t smudge when crying or exercising….
    As for lipstick I use the neways/ modere (depends where you are in the world) range. Love the colors and neways prides itself on being non toxic. Now I am a distributer for neways/ modere but am first and and for most a user. Younique does have a lip gloss range I think but have not used it. Thanks for listening x

  200. Okay, guys. I’m a cryer. And I’m going to be an MoH for my “little sister’s” wedding, on the 4th of July. There will be tears, and lots of them. I’m also on a very tight budget (like college kid tight). What do you recommend? Do you think the Physician’s Formula mascara would be good enough? Has anyone tried the waterproof mascara from Pacifica? I’ve heard that’s good. Any suggestions would help! It’s my last piece needed for my cruelty-free wedding look!

  201. Hia! These all look great…. what would your opinions be on Lush’s ‘Eye’s Right’ Mascara pots? Im not sure for $17 for 5g whether the ingredients list really passes muster but the effects seemed alright, though I’m not sure about wear etc

  202. Have you guys tried Younique’s 3D Fiber Lash mascara? You will love it. Makes your lashes look up to 400% longer. My cousin introduced me to it and now I am a representative. Trying to get the word out since this stuff is incredible. Please feel free to browse my party.

  203. Excellent blog! Do you have any hints for aspiring writers?
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    Would you advise starting with a free platform like WordPress or go for a paid
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    Any tips? Thanks a lot!

  204. Hi All,
    Just wanted to say I tried the Physician’s Formula Organic mascara and if you live in a humid client this will NOT work. Unless of course you want to look like a raccoon! :-) It smudged horribly; if fact so bad I had to just throw it away. It may work great in dry climates but it definitely won’t work if you have combination/oily skin or if you live in a humid climate.

    Want to save you guys a few bucks if possible.

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  206. I’ve researched both Leaping Bunny and PETA and while the latter obviously has great intentions, it’s the easier route for a company to go. Leaping Bunny (the CCIC) has a very stringent certification process.

    In fact, PETA, once part of the CCIC, left because they wanted to continue allowing companies on their list to remain on their list although they didn’t meet the Leaping Bunny standard.

    I’ll still choose a product if it sports the PETA logo, if it’s my only option. However, if I have multiple choices, I’ll go for the Leaping Bunny every time!

  207. I use organic virgin coconut oil it is the Best for taking of mascara

  208. This is great! I’ve been looking for a good natural mascara, so thanks for the helpful reviews :)

  209. I tried the physician’s formula based on the reviews you had posted, and was hopeful! However, it ended up being the worst mascara I have ever used. I had some black under my eyes, but I had a lot of black where my lashes met my eye lids. It was like a second pair of eyelashes…horrible! Please be careful in your reviews. Not sure I am going to trust anymore.

  210. hi
    I am a newbie to this whole cancer thing and just about to start radiotherapy. I am on the hunt for a good working anti perspirant/deodorant. You may have covered this already but I am desperate. I live in Ireland and have to order everything on line so please , help!