Let's be real.
There are hundreds of mascaras out there. They have
crazy names like super lash pump boost falsie curl
mania... and yet they still just basically add some
black to your lashes and 🤞 hopefully 🤞 stay put.
I've always been well versed in the art 🎨 of mascara,
I discovered it when I was 11 and immediately started
teaching all my friends how to apply it. But, as I
came to understand the science 🔬 of mascara I found
some interesting things that really made sense of the
clumping, smudging chaos still prevalent in mainstream
First, many of the ingredients that make a mascara
have the ability to offer a full lash look are simply
prone to drying out when repeatedly exposed to air.
Hence the never ending problems with clumping. 🤯 It's
kinda just math.
Second, those same ingredients can easily dry out so
much that they flake off, or simply lose their staying
power when exposed to oil or moisture. Hence the
smudging, running, raccoon eyes 🦝 we all know and
The first thing we tackled was to be sure all our
mascara was seriously smudge proof. Getting the
mascara to stay ON the lashes [but still be easy to
remove] was a non-negotiable. And, exclusively using
clean ingredients! Enough already with the toxins in
mainstream mascara. 🚫
From there, we spent years refining the balance
between formula and function. And, from what we hear,
we nailed it. 🙌