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 best cruelty-free makeup 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.
To make all of my product reviews as accurate and useful as possible, I always bring in one of my favorite organizations, the Environmental Working Group (EWG). EWG is a leader in up-to-the-minute research on toxins and chemicals present in the environment and our personal and home products. Together, we’ve teamed up and created a Healthy Home Checklist and done several beauty reviews like this one, including deodorant, lipstick, concealer, foundation and nail polish (stay tuned for more reviews to come!).
EWG did us a huge favor by analyzing the ingredients in these foundations and adding the product ratings to their Skin Deep Cosmetics Database, which contains information and online safety assessments for over 60,000 products. Thanks, EWG! So, let’s get started, gorgeous.
Over the course of three months, my team and I wore so much natural 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!
The Crazy Sexy Beauty Sleuths
Who 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.
Who she is: Vice President 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!
Who she is: Creative & 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.
Natural Mascara Review Infographic
For those of you who are wellness detectives like I am and want to know more about how we vet the products I recommend, read this.
Bonus: Natural 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.
Your turn: What’s your favorite natural mascara? I wanna know!
Peace & lovely lashes,
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!
Curious if Dr. hauschka or glo minerals were considered. This is great info, thank you! Xo
OMG thank you. My blonde-but-long-and-invisible-when-unmascaraed eyelashes thank you, too!
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.
*whole
Mary Kay is paraben free and only MK China does testing on animals because it is required by LAW, not by choice.
MK China has its own products manufactured there. Preservatives are present in all cosmetics otherwise they would spoil within a very short amount of time. Companies who say they have preservative free products are lying. I am sorry you put MK on your black list as it has good, hypo allergenic, affordable products, not everybody can afford Arbonne or such. To reply to Julie, I’d really want her to name the harsh chemicals because if it were true, I would have awful reactions to the products and I don’t, MK products are in fact the only products I don’t have reactions to.
Kind Regards Ladies !
Sorry to be a stickler but I felt compelled to add this, Mary Kay CHOSE to sell their products in China, I’m sure they were more than aware of the animal testing law when they made this choice. So because they CHOSE to sell in China were animal testing is the law, they are absolutely guilty of continuing animal testing, it’s not something they were forced to do. Several reputable brands have refused to sell in China because of this law, unfortunately Mary Kay is not one of them.
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?
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.
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.
Thanks.
After using Ava’s Mascara, I find that I am growing new lashes, and they are so much fuller
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!
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.
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,
tuvm.
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!!
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.
Hi Roseta, It’s on our list! 🙂
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.
When I click on your PETA link & search for Arbonne it is listed as one of the business that is CF
Hi Aimee, The pink bunny icon represents PETA, so as far as I can tell, we’re on the same page! Thanks, Corinne
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
They have the ingredients for each product listed on their website: http://www.redapplelipstick.com/why-red-apple/ingredients.html
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!!
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!!!
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.
We love Schmidt’s and recently added them to our Deodorant Smackdown! 🙂
I have the Bergamot Lime (not my favorite scent but I was intrigued enough to try it) and it worked so incredibly well I just subscribed to their 3 month plan with the Rose Vanilla which smells so pretty!
What about Tarte Brand?
Have you tried Younique’s 3D Fiber Lashes Mascara? Absolutely amazing for length and volume!
Yet NOT cruelty-free
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!