Plush Mascara

What it is: An award-winning everyday mascara that weightlessly lifts, lengthens, curls, and adds subtle volume for the most natural-looking lashes possible.

Formulation Type: Curling and Lengthening

Highlighted Ingredients:

- Vegan Lash-Wrap Technology: Four vegan waxes wrap each lash for precise definition and weightless volume.

- Monoi Oil and Marigold Extract: Help strengthen and condition lashes, so they look healthier and feel soft.

What it is: A mini universal mascara with a unique eye-hugging brush to lift, lengthen, curl, and volumize every lash type for a lusher look.

Formulation Type: Volumizing, Curling, and Lengthening

Benefits: Long-wearing

Highlighted Ingredients:
- Castor Oil: Conditions, softens, and nourishes lashes.

Ingredient Callouts: Free of parabens. It is also vegan and cruelty-free.

What Else You Need to Know: Finding the perfect mascara comes down to your lash type, which differs from person to person. This weightless, easy-to-build formula and curvy, multi-length brush are made to give every lash type (fine/sparse, full/thick, straight, and curly) more lift, length, curl, and volume.

What it is: An all-in-one, defining mascara that gives natural eyelashes a false-lash effect with high-impact length, lash lift, and definition.

What Else You Need to Know: This mascara has the same brush and formula of the original all-in-one buildable mascara but comes in a travel-friendly mini size. The patented, oversize bristle-weave brush paired with the buildable, softening formula creates voluminous definition for the look of longer eyelashes without lash extensions or fake eyelashes.

What it is: An inky-black mascara with 87 percent naturally derived ingredients for high-impact definition, volume, and length.

Formulation Type: Volumizing, Lengthening

Highlighted Ingredients:
- Shea Butter: Softens and conditions lashes.
- Jojoba Oil: Supports strong lashes for reduced fallout.

Ingredient Callouts: This product is vegan, gluten-free, and cruelty-free.

What Else You Need to Know: This award-winning mascara has a full, tapered wand that coats lashes evenly from root to tip for a high-volume look that won’t clump or flake. The clean formula contains shea butter and jojoba oil to fortify and condition your lashes.

This product is an Allure Best of Beauty award winner.<

What it is:
A whipped, creamy lash primer that conditions and preps for the perfect mascara application.

What it does:
Prep eyelashes for the perfect mascara application with Subversion Lash Primer. The brush coats each lash from root to tip, making them thicker and longer—letting you build dramatically better-looking lashes that look like false lashes. Formulated with protective panthenol and conditioning vitamin E, this primer strengthens lashes for high-volume application.

What it is formulated WITHOUT:
- Parabens

What else you need to know:
This product is fragrance-free.

What it is: An endlessly buildable mascara that lengthens, defines, and volumizes for a natural-to-bold lash, with a clean, pigment-rich, and flake-free formula.

Formulation Type: Volumizing, Curling

Highlighted Ingredients:
- Carnuaba and Candelilla Wax Blend: Ultra-creamy texture for maximum build.
- Shea Butter: Nourishes and protects lashes.
- Plant-Dervied Ester: Rich pigment payoff, boosts wear time.

Ingredient Callouts: This product is vegan, gluten-free, and cruelty-free.

What Else You Need to Know: Ultraclean, safe ingredients for the delicate eye area. A plant-based wax blend delivers nourishing length and volume without clumping, flaking, or transferring. Go natural to bold—in just a fe

What it is: A fan favorite, BADgal BANG! Volumizing Mascara is now available in a waterproof formula— BADgal just got badder.

Formulation Type: Volumizing

Benefits: Waterproof

What Else You Need to Know: This gravity-defying formula, featuring ultralight aero-particles, creates major volume without weighing down lashes for waterproof volume without the weight.

Clinical Results: In an instrumental test on 20 participants, this mascara was shown to:
- Provide up to 36 hours of wear

What it is: An up to 24 hour flake-free, smudgeproof, long-wearing tubing mascara that is clinically shown to visibly volumize, lengthen, and curl.

Formulation Type: Volumizing, Curling, Lengthening

Benefits: Long-wearing

Highlighted Ingredients:
- Shea Butter: Conditions.
- Castor Oil: Moisturizes.
- Carnauba Wax: Has visible lengthening and volumizing benefits and provides a smooth application.

Ingredient Callouts: Free of parabens, formaldehydes, mineral oil, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, and triclosan. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging.

What Else You Need to Know: This is an exclusive micro-tubing mas

What it is: A daily serum that nurtures hair for longer-, fuller-looking lashes and brows.

Highlighted Ingredients:
- Hemp-Derived Cannabis Seed Extract: Hydrates and conditions lashes and brows.
- Plant Peptides: Creates the appearance of lash and brow thickness.
- Quinoa: Supports healthy hair follicles.

Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and gluten-free.