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.
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?
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!
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:)
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!
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!
Thanks for the recommend! I’ll look into it and give it a whirrrrl.
Are any of these waterproof? I’d love to know! I am also wondering about Tarte brand. Thanks!
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 🙂
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.
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!! 😀
Yet NOT cruelty-free
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!!!
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!
Have you tried Younique’s 3D Fiber Lashes Mascara? Absolutely amazing for length and volume!
Yet NOT cruelty-free.
Yes
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!!!
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!
Love Arbonne’s mascara!! Thank you!
For lipstick, I like Bite, healthy and natural, with great color and wear.
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!
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.
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
Hi Erin,
Sadly, Mary Kay is not a cruelty-free brand. Clinique and Stila are not cruelty-free either.
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?
Warmly,
Maria
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…
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.