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 mascara.

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 don't love.

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 🙌