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Wednesday Flash Sale
Today Only: 35% Off + Free Shipping
Use code TCFLASH5
24 hours only, while supplies last.
Limit 1 per item.
Save 10% on every reorder
Free shipping on every subscription order
Cancel or skip deliveries anytime
Never run out of your essentials
Your first order ships at the sale price shown. Recurring orders are 10% off the regular price, with free shipping.
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: 3.9133399 / 5 from 1027 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 like it pretty well, but it's not my favorite. I will say, I like the way it smells, which is weird to say, but it's true. It does look good once I layer it on, but it takes several layers. Also, the tube is so small for the price. This is what I would consider a sample size. I appreciate that it's probably really hard to create organic mascara, but I'm not sure I'll be able to pay this much as often as I'll need it."
"This product was very disappointing. I had to brush and brush to get any to stick to my lashes, and then it was barely noticeable that I had any on. The brush was too fat for the center to reach my lashes. Then it was easy to touch the wand to my skin and mess up the process. Sorry. I had high hopes for this product. I'm hoping I can get my money back."
"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 do not like the idea of putting non nano titanium dioxide in the make up as Mamavation and others have reported how dangerous it is for the human body. No dioxides should be put into any make-up. As it causes organ damage."
"I don’t have good lashes. This mascara works nicely after I curl them & apply sparingly. Also I feel it’s smart to use clean mascara at my age (73) to help protect what I have:)"
"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 have only used this once so far since I don't wear makeup everyday. It didn't seem to irritate my eyes, but neither did it add length or fullness to my eyelashes."
"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."
