For a time, clean mascaras simply missed the mark. Because these formulas skip plasticizers (which help the lashes appear soft and bendy), mineral oils (to nail that smooth glide), and PFAS (which secure a smudge-proof, long-lasting formula), they just didn’t deliver the same volume and impact as traditional tubes. Of course, eschewing those iffy ingredients is an A+ move for lash health, especially if you’re one to swipe on a coat of mascara every day. But if you wanted to absolutely nail doe-eyed drama on special occasions? You likely sought out a traditional product—I certainly did.
Fast forward a couple years, and a host of innovative launches, and clean mascaras no longer compromise performance for a natural-leaning formula. I’ve now tested countless products that deliver sky-high volume and good-for-lash ingredients, and lately, I keep reaching for one cherry red tube. The Kjaer Weis Im-Possible Mascara promises fluttery, look-at-me lashes, and believe me, it truly delivers on that claim.