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This best-selling mascara isn’t your grandma’s DIY formula—it’s been tested (and loved) by thousands of discerning beauty lovers who care as much about performance as they do about what goes on their skin. The result? A clean, high-impact dry mascara that delivers length, volume, and definition—without compromise. The drier formula grips lashes on contact, offering more control, less smudging, and a soft, fluttery finish that builds beautifully without clumping.
Thoughtfully formulated, endlessly effective—no wonder it’s a fan favorite.
How to use
Place the mascara brush at the root of your lashes and then move repeatedly left to right for maximum coverage.
To naturally boost volume, coat your lashes with light powder, like mineral makeup or eye shadow, before applying mascara
NO SYNTHETICS, PRESERVATIVES, SULFATES OR PARABENS
handmade in small batches
INGREDIENT TRANSPARENCY
Packaged in 100% recyclable paperboard
female founded and family run
SAFE FOR SENSITIVE SKIN, BABIES & BREASTFEEDING MOMS
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Real Reviews from Real Customers
Overall rating: 3.9344609 / 5 from 946 reviews.
AI Generated Review Summary
This mascara offers a clean, high-impact dry formula that provides length, volume, and definition without clumping. Customers appreciate its smooth, luscious feel, clean ingredients, and natural, dramatic look. The pleasant smell and beautiful color add to its appeal, though some find the wand difficult to use and the tube size and price less satisfactory.
Summary topics
Dry Formula: 5%
Clean Ingredients: 8%
Lash Buildability: 12%
Natural Look: 12%
Product Smell: 8%
Review topics: [].
Review highlights
"And I feel good knowing it not only looks great but also nourishes my lashes!" — Greer
"It smells amazing, doesn't smudge, and NO ITCHY EYES!" — aimee e.
"Toups and Co mascara gives me gorgeous lashes and is easily buildable without clumping for a more dramatic look." — aimee e.
Reviews
The Best Mascara There Is. Seriously!
"Prior to trying Toups Mascara, I had been a loyal Cli***que Mascara user. For several years now, all mascaras made my eyes burn and I quit wearing any. I switched hoping against hope that Toups would work--and it did!!! For almost 4 years now, Toups has kept my eyes looking and feeling good. I am so thankful for a natural option. My teen daughters starting stealing my mascara, and now they're Toups fans as well."
— Anna J. (5/5)
Love Long Lash Mascara
"I am always hesitant to try new mascara's because my eyes seem very sensitive to different formulas. I also always seemed to have issues with mascara flaking off or getting into my eyes which irritated them. I have been looking for a clean mascara for a LOOOOOONG time! I LOVED this mascara! You can immediately tell with the first application how great this product is. It glides on extremely smoothly and I have been very happy with its performance. THANK YOU for making this product!"
— Jen O. (5/5)
Go-to mascara
"I love this mascara. It may not waterproof or totally smudge proof, but I can trade wiping my eyes throughout the day for the clean ingredients. The wand works well for my eyelashes, and I love the dark brown. Worth it!"
— J (5/5)
Needs improvement.
"I like this mascara for the clean ingredients but I have it shedding under my eyes every day giving not a great look by the end of the day. I would love to see Toups improve this because I love their other products!"
— Jackie (3/5)
Minuscule tube, minimal product!!!
"This mascara is just okay, buy it doesn't irritate my sensitive eyes. I have to put 3 coats on for it to do anything, which is annoying. The size of the tube is ridiculously small and there's hardly any product inside. I thought I got a sample tube by mistake. I might get a few weeks of wear out of this -- an astronomical price-to-wear ratio!"
— Kara (1/5)
Wonderful mascara
"The brown color is natural looking and stays put but is removed easily with soap or micellar water. Doesn't seem to smudge easily with moisture or in the rain. Highly recommend if you are looking to replace your mascara with natural products."
— Kathleen B. (5/5)
Smells good!
"This is random, but I really like the smell of this, just like the way their liquid foundation smells. It’s not potent, but a soft touch which is fun. Easy to apply and works well. Only wish the tube was bigger so it lasts longer."
— Ava S. (4/5)
Decent
"I love the clean ingredients, but I wish the mascara showed up just a bit more. It does look better than no mascara, but not as much coverage as I would like."
— Lindsey F. (3/5)
Great quality and lasts forever
"I like that this mascara is made with clean ingredients. It even smells nice--lightly floral and fresh, not a harsh chemical smell like some other mascaras. It looks nice and one tube lasts me a very long time, so it's a good value. My only complaint is that it does sometimes smudge a little bit, but honestly, it's not a big deal considering the overall quality. It is very easy to wash off at the end of the day as well. This is my new go-to."
— Celeste (4/5)
FINALLY
"Finally a non toxic mascara that doesn't make my eyes itch! I also love how natural my lashes look with this"
Save 10% on every reorder
