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BENEFITS
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.
Removing toxins is the easy part. Replacing them with zero-risk ingredients that add value is where our work begins.
Toups is still family-owned and operated by the Toups family. Every product begins in our own home and is developed at our Alabama headquarters.
Zero toxicity is the basis of health, but performance is the basis of customer satisfaction. There should be no compromise to buy clean.
Our standard of clean is zero-risk to the user, not zero liability under the law. We don’t wait for national standards to rise before updating ours.
Overall rating: 3.929842 / 5 from 1012 reviews.
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.
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"I love that this mascara is so safe ingredient wise that I feel comfortable wearing it every single day and even falling asleep in it. The color is great but the lash extension isn’t what the chemical filled alternatives get you. This is a good everyday mascara but I still keep a drugstore one on hand for more formal occasions where I want my look to be more bold than normal."
"I was looking for a clean mascara and thought I’d try this. Disappointed in the quality of the mascara, it was lack luster when applied. The wand is short and hard to hold and apply. Wouldn’t purchase again."
"I trust the Mascara is a clean, quality product as advertised; however in my opinion, the applicator is inferior. It does not separate the lashes and allows larger amounts of mascara to blob onto the lashes. The lashes have a tendency to fall between the bristles where there is no control of the uptake of mascara and no separation of the lashes. I doubt I will be purchasing this again."
"I felt like it took forever when doing my makeup until I could see my on my lashes. I like the color of the brown and I love the smell, but it took way too many coats before I could tell I even had some on."
"The mascara goes on smoothly with no clumps. It has a base coat that makes lashes look thick and natural. The more layers you add, the longer the lash.. it is perfect for individual tastes."
"I love how the mascara goes on without clumping or flaking. The amount of product you get for the price is a concern. The applicator wand is way too short. I practically have the handle in my eye just applying from one corner to the next. I am not sure I would repurchase this product."
"I love the brown shade - it goes perfectly with my complexion. It's the only mascara I've found that doesn't irritate my eyes!"
"The mascara has a pleaseant scent, however if you are sensitive to smells it maybe is not for you. I like that it is “clean” mascara, however I have found that it can be flaky, which gets in your eyes."
"I tried this mascara in an effort to rid my routines of harmful chemicals. And while it made my lashes a tiny bit fuller and darker, I found it very difficult to remove. It also lacked the lengthening benefits of my usual mascara. Perhaps at my age (64) the mascara is a bust; but for younger women I champion the effort to find more organic products."
"I love this mascara! Its the only natural mascara that doesn't irritate my eyes, flake, or smudge easily. Bonus that it smells amazing! Definitely repurchasing."
