Historically, the first evidence of mascara can be traced back to Ancient Egypt around 4000 B.C. when a concoction of ointments and kohl was applied to eyelashes. At the time this was done for both protection of the eyes but also for spiritual reasons. Although similar practices of darkening lashes were practiced around the world throughout history, the mascara as we know it today was invented by the French chemist, Eugène Rimmel, who mixed petroleum jelly with coal to produce what we know as mascara for Queen Victoria. Later, in 1917, the first mascara marketed to the public was from Maybelline¹.

While mascara was originally a mixture of materials like petroleum jelly and coal, over time, the ingredients have become less than friendly or clean for both the consumer and the environment. Ingredients like preservatives, beeswax, and other animal-based products² are used in many mascaras today. That is why below we have provided our conscious consumers with a list of conscious beauty brands that strive to create mascaras that are clean and environmentally positive.

1. Zero Waste Mascara by Izzy

Instagram | @izzyzerowastebeauty
Based in | United States
Shipping | United States
Certifications | PETA’s Beauty Without Bunnies- Cruelty-free & Vegan

Izzy is taking big steps to reduce plastic waste with clean and cruelty-free products that are reusable with refill options. The brand manufactures locally and embodies zero waste in its operations by reducing, reusing, recycling, and composting as much as possible. This includes Izzy’s Zero Waste Mascara which is cruelty-free and vegan-friendly. This mascara is not only buildable but also limitlessly refillable to reduce plastic waste. All purchases come with a 90 days supply of mascara and the option of refills can be added to the purchase or are free for members. Each mascara is shipped in Izzy’s reusable packaging which can be used to return empty mascara containers to be refilled. Additionally, for each purchase, a tree is planted.

Shop Izzy Zero Waste Beauty

2. Expressionist Lengthening Mascara by W3ll People

Instagram | @wellpeople
Based in | United States
Shipping | United States
Certifications | EWG Verified, Leaping Bunny, PETA’s Beauty Without Bunnies- Cruelty-free & Vegan

W3LL People has over 30 EWG Verified products, creating long-lasting and high-performing clean beauty items that are plant-powered, gluten-free, and cruelty-free. W3LL People’s Expressionist Lengthening Mascara is enriched with plant-based ingredients, Jojoba Oil for moisture and softening, as well as Rice Bran for volume and length. All of the brand's products, including this voluptuous mascara, are free from thousands of harmful ingredients including but not limited to parabens, avobenzone, oxybenzone, GMOs, phthalates, sulfates, synthetic fragrance, phenoxyethanol, dimethicone, petrolatum, PEG, propylene glycol, mineral oil, talc, nanoparticles. While exploring more sustainable alternative materials for its packaging, W3LL People currently prints all boxes on FSC-Certified paper ³.

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3. Mascara 101 by Saie

Instagram | @saiebeauty
Based in | United States‍
Shipping | United States
Certifications | Leaping Bunny, 1% For The Planet, Climate Neutral Certified, Plastic Negative

Saie is a makeup brand that is actively working to make the makeup industry more sustainable by having better ingredients, packaging, and products. It values education and transparency by letting consumers in on what is going into its products. On a mission to go completely plastic-free, Saie endeavors to reduce its global carbon footprint. Mascara 101 by Saie is conditioning, moisturizing, and strengthening. The product is made from shea butter, organic beeswax and carnauba wax, as well as, a hydra-mineral complex and arginine amino acid. Clear instructions on how to recycle the finished mascara tube are provided so customers at the end of product life can continue to lessen the environmental impact. However, Saie understands that recycling can be a complex process for many, so they offer the ability for consumers to return their clean, empty bottles to their recycling partner, Pact Collective.

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4. Natural Lash Booster by Pomponne

Instagram | @pomponne.makeup
Based in | France
‍Shipping| Worldwide
Price Range | $30

Pomponne makeup is made in France with natural ingredients that meet European Regulation standards and does not contain any harmful chemicals. The Natural Lash Booster mascara works to maintain healthy lashes by strengthening and limiting lash loss while of course adding length, volume, and separation. This natural mascara is fragrance-free, suitable for sensitive eyes, and vegan and cruelty-free. Its 99.6% natural origin ingredients include castor oil, eucalyptus, red clover flowers, and pistachio tears mastic, and is manufactured in France to reduce environmental impact. The brush is also made from 100% recyclable vegetable plastic.

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5. Swipe Right 12HR Mascara by PYT Beauty

Instagram | @pytbeauty
Based in | United States
Shipping | Worldwide
‍Certifications | Leaping Bunny
Price Range | $20

PYT Beauty’s innovative sugarcane-based plastic tubes are making waves in bringing the beauty industry into a more sustainable future. Other ways that the brand is working towards this goal are by using PCR in packaging to give plastic a new life, and changing the game by using pre-degraded plastic to create an almost 0% plastic footprint ⁴. PYT Beauty’s The Swipe Right 12HR Mascara is vegan, cruelty-free, and free of harsh chemicals, carbon black, parabens and phthalates, but also free of smudges, budges, and smears. The tube is made of 37% recycled plastic and uses a stainless wire brush rather than plastic.

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6. Limitless Lash Mascara by ILIA

Instagram | @iliabeauty
Based in | United States
Shipping | United States, Austria, Belgium, Brazil, Colombia, Costa Rica, Czechia, Denmark, Dominican Republic, France, Germany, Hungary, Iceland, India, Indonesia, Ireland,  Israel, Italy, Malaysia, Netherlands, Norway, Panama, Philippines, Poland, Portugal, Singapore, South Korea, Spain, Sweden, Switzerland, Thailand, United Arab Emirates, and United Kingdom.
‍Certifications | Leaping Bunny, 1% For The Planet
Price Range | Full-size $28, Mini-size $13

Transparency is at the heart of ILIA’s goal to create better clean beauty through safe and innovative formulas that are great for your skin. Furthermore, the company strives for more sustainable packaging by using recycled aluminum, glass, and responsibly sourced paper. To help recycle the notoriously difficult-to-recycle beauty products and reduce waste in landfills, the brand has partnered with Pact Collective to help ensure that empty containers are responsibly recycled. All consumers need to do is mail in up to 10 empty containers, they don’t even have to be ILIA products ⁵. That is why is no surprise that the Limitless Lash Mascara is also an equally sustainable product. Made from 99% naturally derived ingredients, delivers length, volume, and separation. Ingredients include organic beeswax and carnauba wax, shea butter, and Arginine, all of which can be easily removed with water at the end of the day. Importantly, it is also carbon-black and oil-free.

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‍7. Extreme Length Mascara+ Lash Primer by The Honest Company

Instagram | @honest_beauty
Based in | United States
Shipping | Worldwide
‍Certifications | PETA Cruelty-free, EWG Verified
Price Range | $17.99-46.99 (based on pack amount)

The Honest Company values transparency and thoughtful design for all of its products which are developed to create a more conscious life from before and after birth. Each product is free from over 3,500 chemicals/materials on the company’s NO List^™ and developed following rigorous standards, safety, and efficacy. Packaging is a key focus point for environmental responsibility for the company. Each sustainable carton is environmentally-friendly, FSC-certified, and made from 100% recycled PCW. Recycled aluminum and glass are also used. Products also promote label transparency by clearly listing all ingredients without using general terms like “fragrance”. These standards are applied to the Extreme Length Mascara which is unique in that it is double-sided with a primer to boost length and volume. This clean mascara is made with jojoba ester but more importantly made without Parabens, Paraffins, Synthetic Fragrances, Silicones, and Mineral Oil.

Shop Honest Beauty

If you are interested in discovering more conscious beauty brands, check out our Brand on Our Radar - ConsiderBeyond Directory, where you can discover sustainable brands from all over the world curated by ConsiderBeyond. Through the ConsiderBeyond App (IOS and Android), you can find local brands in your area or easily look for conscious brands during your travels! We actively aim to empower our Conscious Community members to keep learning more about conscious products and lifestyle tips through the ConsiderBeyond Newsletter where you can receive recommendations directly to your inbox twice a month!