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Our Vision


Cruelty Free.


Paraben Free.




Our commitment to you includes using only the finest high quality ingredients.

We worked with our master cosmetic chemist in Milan to create cutting edge performance driven products, and promise to deliver only the very best for our customers. We are proudly 100% Vegan and Cruelty Free, certified by Leaping Bunny. Each and every one of our formulas adheres to a avoiding a strict blacklist of toxic or harmful ingredients, and are fully Paraben Free.

Our blacklist includes many ingredients we deem harmful or toxic, including:

    • Formaldehyde (DMDM, Diazuli quaternium-15)
    • Parabens
    • Carbon Black (Black #2)
    • DEA, TEA, and MEA
    • Benzalkonium chloride (BAK, quaternium-15, hydroxypropyltrimonium chloride)
    • Vitamin A: retinyl acetate or retinyl palmitate
    • Titanium dioxide (TiO2)
    • BHA/BHT
    • Any fragrance

Eyes Open Policy

Our Commitment to Transparent Pricing

We are dedicated to transparent pricing, and have eliminated unnecessary markups that competitors add onto products. We believe that luxury formulas can be delivered at non-exorbitant price points, and honor the trust that can be built by fully disclosing our cost structure.

Safety First

Due to the intimate nature of mascara, we are determined to help our customers avoid the traditional bacteria buildup, irritation and product flaking experience from the use of expired formulas.

We use an automatic Ever Fresh Renewal feature that ensures customers avoid dangerous use of old, dirty mascara.


The only thing on your agenda should be you. We all know we should replace our mascara every three months to prevent bacteria build up and flaking, but actually doing that is another story.

Our Ever Fresh Renewals effortlessly and automatically arrive just when you need them – every 3 months. Eliminate bacteria buildup and crumbling product by never going past your mascara’s expiration.

Bye Bye Worry, Hello Fabulous!

Social Impact

We believe that business can be used as a force for a greater good.

We donate $1 from every full sized mascara order to charities that focus on anti-bullying.

Our company is a Pending B Corporation, and take all stakeholders into consideration when making both strategic and tactical decisions. Stakeholders include customers, vendors, employees, the general community as well as the environment.

Join the Club!