7 Natural Mascaras We’re Currently Swooning Over

From food and sleep to household products and beauty, clean is definitely in. And while the first generation of natural mascaras left much to be desired in terms of volume, length and wow-factor, these days you can have all three, as more brands turn to non-toxic and organic ingredients that are a little kinder to your lashes (and also better for the environment). Here, seven natural mascaras our editors are loving right now.

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100 percent pure fruit pigmented ultra lengthening mascara
100% Pure

100% Pure Fruit Pigmented Ultra Lengthening Mascara

“Most mascaras don’t smell that great, but I loved the fruity scent of this one and definitely noticed a huge difference in the length of my eyelashes,” says news editor Roberta Fiorito. But this natural formula doesn’t just elongate lashes, it also conditions them thanks to nourishing ingredients like oat protein, pro-vitamin B5 and seaweed powder. Extra bonus? It was super easy to apply—not a raccoon eye in sight.

inika long lash vegan natural mascara

Inika Long Lash Vegan Mascara

“For me, the word ‘organic’ has only ever applied to store-bought poultry—never my beauty routine,” says assistant managing editor Catrina Yohay. Meaning she was pretty nervous about swapping out her trusty Dior for a 100-percent plant-derived mascara. “The name held up though, and I was super impressed with how well it separated and lengthened my lashes, giving me a beautifully fresh and simple daytime look.” And while it didn’t quite have the volume and curl she normally likes for a night out, Inika is Catrina’s new “I just woke up like this” go-to wand.

kjaer weis natural mascara
Kjaer Weis

Kjaer Weis Mascara

This glossy mascara gets extra points for its chic packaging and clutch purse-friendly size (it holds just a three-month supply, i.e., how long you should use your mascara before replacing it). Editor Rachel Gulmi also loved how easy it was to apply and that it didn’t clump. Her only gripe? It didn’t separate her lashes as much as her current formula, but overall she was “pleasantly surprised.” 

jane iredale longest lash thickening and lengthening mascara
Jane Iredale

Jane Iredale Longest Lash Thickening And Lengthening Mascara

“This formula came with a much larger wand than I'm used to (and a squeezable tube—great for getting every last swipe out), but once I figured out how to maneuver it, I was surprised at how smoothly it went on,” says senior editor Carolyn Stanley. She also dubbed this seaweed-infused (to prevent breakage) mascara “impressively clump-free.” As for its curl-holding power, it survived the morning but lost steam after getting caught in a drizzle. (No streaks, however.) 

rms beauty volumizing natural mascara

Rms Beauty Volumizing Mascara

“I liked that this mascara had zero funky chemical smells,” editorial assistant Katherine Gillen tells us. Made with organic plant waxes and select raw minerals, this natural formula gave her serious volume with zero flaking, although it did required two to three coats to get the desired effect. But her favorite feature? How easily it came off using only water.

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juice beauty phyto pigments ultra natural mascara
Juice Beauty

Juice Beauty Phyto-pigments Ultra-natural Mascara

“The bristles were soft, voluminous and shaped in a spiral, so they really covered and curled all of my lashes—even those hard-to-reach ones in the corner of my eye,” commerce editor Katie Maguire reveals. And she loved how lightweight it was, with no visible smudging or flaking. One thing to note, however, is that the pigment is fairly subtle—meaning that those with blonde lashes might find it difficult to get that full-blown dramatic look. 

dr hauschka volume natural mascara
Dr. Hauschka

Dr. Hauschka Volume Mascara

“As someone with sensitive eyes, trying out a new product is always a little scary, but I’m pleased to report that not only did this one not irritate my lashes or skin, it also lengthened without adding clumps,” says editor Alexia Dellner. One swipe was enough to open up eyes, while two swipes gave that va-va-voom effect.

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Executive Editor

Alexia Dellner is an executive editor at PureWow who has over ten years of experience covering a broad range of topics including health, wellness, travel, family, culture and...