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WHY IS IT SO HARD TO FIND THE PERFECT MASCARA?

10 MASCARA FACTS

that make it all make sense

Ever been frustrated or let down by mascara?

You are SO not alone.

Get in any room of women and most all of them will tell you their tales of mascara madness.

Having spent our 10,000 hours on the art + science of mascara, we can explain this craziness.

it's time to demystify mascara

introducing...

the facts

AKA EVERYTHING YOU NEVER KNEW YOU NEEDED TO KNOW ABOUT MASCARA. AND THEN SOME.

fact #1

The exact ingredients that make a mascara have volume, also make it prone to clumping and flaking ...kinda explains a lot, right?!?! ๐Ÿคฏ


Soft, dry, waxy substances are simply susceptible to this type of chaos, which is why we invested years perfecting our formula to find the right balance.


fact #2

You throw away lots of mascara. Traditional sized mascara gets too clumpy way before it's empty.


...ever throw your mascara away because you couldn't get any more out of it? Crazy when you think about it. Air + mascara goop = too dry in 4-6 weeks. It's science, baby! [Good thing tho, cuz old mascara can get so full of harmful bacteria the FDA calls it out specifically. Gross! Replace that nastiness!]


fact #3

You put up with clumpy mascara mainly because you have a busy life.


Who remembers to add mascara shopping to the to-do list while rushing to get ready at 7 AM? โฐ Until the 17th freaking time it happens. Wouldn't it be nice if it just showed up on your doorstep, on cue? Like magic? Ahem, let's just say we know people who can make all your [mascara] dreams come true.


fact #4

A shorter wand makes it easier to apply mascara, creating better results. ๐Ÿ˜ AKA longer, fuller looking lashes.


...it's just math. You can get better angles resulting in gorgeous, fanned edges + hand-eye coordination improves the closer your hand is to the action. #littleisbetter


fact #5

Technique matters. So much.


...same mascara, same person can create a very different look depending on how you hold and move the brush. And, no offense but you're probably doing it wrong. ๐Ÿ˜ฎ We can help.


fact #6

Want your mascara to be smudge proof? It's going to be harder to remove. Because it stays on better. When you say it out loud it makes so much sense. ๐Ÿ˜


...happily, there is a land between regular [aka migrating] and waterproof [aka near impossible to remove]. And we found it. We are not kidding when we say ours is Seriously Smudgeproof. Yet it removes with just water! OK, lots of water, but still, just water!


fact #7

A brush shaped to fit the human eye just makes sense.


...seriously tho, the world has gone cray with mascara brushes lately, What is even happening here?!? It's scary out there. ๐Ÿ‘ป It's time to get back to what WORKS, not what looks colorful and new.


fact #8

A curved brush adds lift + curl. If you know, you know.

If you don't, you are in for a treat. ๐ŸŽ


...and a brush with just a little straight and just the right curves creates curl across the top + perfectly fanned edges. *SWOON* Ask us how we know.


fact #9

Mascara shouldn't be about being trendy, cool, or using a list of impressive adjectives in the name [we're looking at you, max falsie great voluminous lash boost drama]. ๐Ÿ™„


...how did we get here? Most cosmetic companies are focused on innovations in trends of color, mascara doesn't need that kind of innovation. It just needs to work really, really well. It's time for a mascara specialist, and you just met one!


fact #10

There's NO need for crazy chemicals.๐Ÿšซ

Some cleanly created synthetic items that make the mascara work better, sure, but let's stay away from major toxins on our eyes already!


...there are enough smart people in this world to get this right. And, we found them. Check out our clean cosmetics promise. Your health is important. But so are long, dark, full lashes. ๐Ÿ˜ Finally, you can have it all.

bonus fact

YOU DIDN'T REALLY THINK WE WERE DONE, DID YOU? THIS ONE'S THE BEST FACT OF ALL.

YOU DESERVE TO BE HAPPY

And, weirdly enough, we are really freaking good at helping you with that too.

...whether you join in on our #createhappy quests, want to enjoy something uplifting in your inbox each week, can't wait for your happy little gift in each monthly delivery we send your way, or want advice from one of our Dear Ellie columnists, we are here for you and are committed to helping you smile. Lots.

And, weirdly enough, we are really freaking good at helping you with that too.

...whether you join in on our #createhappy quests, want to enjoy something uplifting in your inbox each week, can't wait for your happy little gift in each monthly delivery we send your way, or want advice from one of our Dear Ellie columnists, we are here for you and are committed to helping you smile. Lots.

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