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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: 3.9301848 / 5 from 974 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%): Customers expressed satisfaction with the formula, stating that it is nice, smooth, and luscious.
Clean Ingredients (8%): Customers appreciated the clean and great quality of the mascara, which was mentioned multiple times in the reviews.
Lash Buildability (12%): It was highlighted by customers that Toups and Co mascara gives them gorgeous lashes and is easily buildable without clumping.
Natural Look (12%): Customers keep praising the natural and dramatic look of the mascara, making it a popular choice.
Product Smell (8%): It was reported by customers that the product smells great, with many describing it as pleasant and amazing.
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
Good Mascara
"I really wanted to love this mascara but it’s just not what I’d hoped it would be. It’s flaky and by the end of the work day I have Raccoon eyes from it. And no I don’t rub my eyes it just naturally starts to wear off. I appreciate it having clean ingredients though, I just wish it lasted on longer and had a longer wand. This is more like a travel size mascara so the coverage is limited and you have to run it through your eyelashes multiple times in order for it to look like you have anything on."
— A (3/5)
My favorite mascara
"This is my favorite mascara - I've gotten my whole family wearing this. It's so natural looking and beautiful. The only mascara I'll wear."
— Sarah (5/5)
Brown mascara
"I love the clean formula of the mascara but. . it seems to be a bit clumpy and dry. . not what I was expecting, but it works pretty well with a bit of joba oil on a separate spoolie. I don't think I'll repurchase though."
— Brianna R. (4/5)
Weightless
"I'm not huge into makeup, mostly because I just can't be bothered to spend the time. But this mascara feels absolutely weightless and doesn't clump like the others that claim superiority. This mascara is subtle- perfect for my preference. Looks natural and comes off cleanly. Have used limitedly, and by no means a make-up guru, but very must like this product. At this time, anticipate buying again and again."
— Brittani J. (5/5)
Love the ingredients but doesn't wear well
"I was really excited for this but it hardly looks like I'm wearing mascara with it and it transfers onto my under eye easily"
— Taylor S. (2/5)
This mascara is a great
"This mascara is a great all natural alternative! I love how it gives my lashes some length. I do wish it gave a bit more volume."
— Kylee S. (4/5)
First time
"I just thought mascara was supposed to feel irritating and then I realized I am just allergic to a lot of ingredients in make up and now thanks to this mascara I can wear it again!!"
— Rowena M. (5/5)
I like it
"Applies well, good consistency, and doesn’t crumble off when dry."
— Amanda H. (5/5)
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)
Disappointed.
"The mascara was not sealed and was dried out. Tried applying 3 coats but couldn’t tell I had any on! Ended up using the mascara I already had on hand. Should have contacted you immediately, but hubby has had some heart issues."
