Your Guide to Choosing the Best Natural Mascara

Natural mascara has come a long way in recent years and you don’t need to compromise on the overall effect you desire because every type of mascara is now available in the green beauty sphere. It is however easy to get attached to a mascara you love, but toxin-free formulas are not only better for sensitive eyes but the planet too, and this is more than enough reason why you should give a natural or organic mascara a (or another) chance! It really is a very personal choice, with many factors at play, so we have created a guide to help you find your perfect match. Whichever mascara you choose, you can shop confidently knowing we have handpicked only the best of the best at Beautiful Because, stocking those we know have both exceptional ingredient integrity and professional performance.

Which Natural Mascara Is Right For You?

Give clean, green, cruelty-free mascaras a go with our guide:

You want Va Va Volume

If va-va volume is your main desire then we highly recommend the new INIKA Bold Lash Mascara. It volumizes and thickens lashes for a full-impact finish. The large brush also helps ensure a clump-free, flake-free application. Blacker than black, the glossy, rich pigment is achieved with Certified Organic Magnolia Bark, Vitamin E and Sunflower Oil. We are super-impressed with this mascara for transforming fine lashes into statement ones!

You want All-Over Drama

If you want a mascara that has it all; length, volume and lift, then the Lily Lolo Big Lash Mascara has the wow factor! The curved brush lifts and curls for extra length and eye-opening effect, while the highly pigmented formula gently adds volume and drama to lashes. Ideal also for sensitive eyes. It separates lashes really well and is our top pick all-rounder, overachiever natural mascara. You can even get a buildable finish, day to night, since the more coats you apply, the more drama you’ll get!

You want Smudge-Free Longwear

If you have a busy lifestyle, are a gym or yoga lover, or like to frequent the beach or swim, then you’ll need a waterproof option! There is currently only one waterproof natural mascara on the market right now, but one is all you need, for it is a superstar black mascara, that gives full-coverage and amazing 24-hour wear. The Ere Perez Volumising Waterproof Mascara will last all day. It is gentle and nourishing, formulated with organic avocado and mamey oils. Choose this mascara for waterproof wear and all day confidence.

You want Length AND Curl

For length and lift, the new Curvy Lash Mascara by INIKA should be your go-to every time! This mascara has been created especially with straight, short lashes in mind, to transform them with lift, length and curl, thanks to its specially designed curling wand, and plant-based smudge-proof formula (enriched with Certified Organic Carnauba Wax and Vitamin E). Better still! It is available in black and blue, so take your pick!

TOP TIP: Ere Perez also have a Spectacular Lash Curler we highly recommend for adding extra lift to lashes, gently and easily, before applying your chosen mascara.

You want Eco-friendly

Kjaer Weis eco-friendly packaging is an ingenious system; once you purchase the stunning designed silver KW compact once, you will only need to purchase the refil next time. When your mascara is finished, you just pull out the recyclable inner and buy the refill. So there really is no need to feel guilty about such beautiful packaging! The Kjaer Weis Mascara is made from luxury organic oils and glides on easily, creating incredible length and subtle volume to lashes, coating and separating each individually. Style and substance is at the core of the Kjaer Weis brand and their mascara is a game-changer!

You want a Natural Glossy finish

Ere Perez Almond Oil Mascara is one of the first natural mascaras to have launched world-wide and is still popular today for its super glossy, natural finish that looks stunning on all. It’s award-winning formula has gained a lot of recognition from celebs and beauty editors over the years. Sweet almond oil is an excellent emollient, rich in unsaturated fats and essential fatty acids; it has soothing effect and assists the skin’s barrier function. You’ll love this smudge-proof mascara for every day.

You want a Super Soft finish

Many of our mascaras will give you a soft natural finish (namely the Lily Lolo Natural Mascara, Ere Perez Almond Oil Mascara and Kjaer Weis Natural Mascara). However, for the softest, subtlest look of all, we highly recommend choosing a BROWN shade. Makeup artists often choose brown for fair skin, fair hair, as well as mature ladies, as it can be more flattering than black. Our top pick brown mascara right now, has to be INIKA The Mascara in Brown. The certified organic formula is ideal for sensitive eyes and those looking to nourish their lashes with a soft formula (see more on this mascara below).

You want “Certified” Organic

Drum roll please! INIKA Organic have achieved another world first with their Certified Organic – The Mascara. Green goddesses rejoice for this should be your mascara of choice! This every day, natural finish mascara provides a beautiful boost to the lashes by protecting and nourishing with a Cranberry-infused, water-based formula that’s also rich in Magnolia Bark extract, Vitamin E and Sunflower Oil. Complete with a tapered wand to gain coverage of the inner and outer part of the lash line. Ideal for the most sensitive eyes and for those searching for a mascara that is truly rich in nourishing certified organic ingredients. The Mascara really is...The One!

You want Value

For an exceptional every day mascara, that’s also exceptional value, look no further than the Lily Lolo Natural Mascara. It instantly livens up your lashes with one sweep, for natural definition and length and it is easy to create the perfect doe-eyed look with this mineral black mascara. Great value, great quality! This is one of our bestselling mascaras our customers love and, if you are new to natural mascaras, the ideal one to start with.

You want it to last longer

Any natural mascara that's naturally preserved has a shelf life of around 3 months once you open it and start to use it and expose the wand to the naturally occurring bacteria on your eyes. Eye of Horus Goddess Mascara has a small amount of a lab derived preservative that doubles the shelf life to 6 months. If you don't get through a full mascara in 3 months then this is a massive saving. We have stepped outside our normal ingredients policy to bring you a good selection of makeup from Eye of Horus. Because of this, we used the EWG's Skin Deep Database, recognised worldwide as the leader in information on safe ingredients in cosmetics, and provided the safety rating numbers for every ingredient in the products that aren't 100% natural. In makeup, we are more interested in the safety. The small selection of lab derived ingredients used in Eye of Horus gives superior performance. With a full disclosure policy, we allow each customer to make up their own mind as to whether a safe lab derived ingredient with superior performance is right for them. Goddess Mascara contains the lab derived preservative with a 6 months shelf life. BIo Mascara from Eye Of Horus is only a 3 month mascara.

You want your Eyes to POP

All our mascara options will make your eyes pop, but for something a little special, and a little different, we love BLUE! Blue is back in vogue and INIKA Curvy Lash Mascara has a beautiful deep blue option that looks stunning on all eye shades, particularly brown. So feeling like something fun, give it a whirl!

You want Vegan

Of course all our brands are cruelty-free because we feel very strongly about supporting products that are kinder as well as greener, but, many natural mascara formulas still contain beeswax. If it is a vegan-formula you seek, then we have many options: Shop the INIKA and Lily Lolo Mascara choices.

So there you have our recommendations for all types of mascaras from our extensive natural makeup range, but if you are still not sure which to choose (or are overwhelmed by our vast range!) please contact us and we can help you further.