The formula contains at least 70% naturally derived ingredients. According to the brand, an ingredient is natural-origin "if it‘s unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from the original natural source.” (Honestly “naturally derived” is murky territory in beauty, so I’m impressed they so clearly define it.)
A few of the highlighted natural ingredients are shea butter and coconut oil, which help create a texture that’s equal parts thick and silky. It also skips many of the major ingredients clean-leaning consumers look out for: parabens, mineral oil, silicones, BHT, and petrolatum.
And the performance is impressive: I simply swipe on one-to-two coats in the morning, and I’m instantly more polished. The fluffy brush reaches every strand, offering an even coat that lifts and separates.
The pigment is rich and dense, but never flakes and smudges. (And I write this while enduring the thick summer humidity. If this formula was going to transfer, I would have discovered it by now. It simply doesn't.)
I prefer using the Brownish Black hue, but they also have Very Black and Blackest Black for those who want something deeper and more striking.
While I would have genuinely been impressed with the product on my own accord, I can’t help but be amazed at the feedback I’m getting from other people. Being a beauty editor opens you up to curiosities about your makeup routine, so I’m used to people asking for recommendations. But the volume of comments I get from this formula is worthy of note: Just the other day a stranger asked me about my lashes while I was wearing it.
Amazon reviews agree, too. Loads of users are pouring in their high praise, like “The best out there! I love it and hope it stays around because I never want to switch to anything else. Highly recommend.”