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Your everyday mascara.
“I actually look like I have eyelashes again.”
I have hooded eyes, and this is one of the few mascaras I've found that doesn't smudge or transfer throughout the day. It gives me so much length and definition.
“It gives my lashes lift and volume. I'm obsessed.”
With other brands my eyes feel dry, and they leave me looking like a raccoon when I try to clean them off. This mascara comes off easily without damaging my lashes.
“This mascara is like gold.”
I have the most stubborn eyelashes — so many brands make them clumpy. I tested it for a week straight before reviewing, and every night my lashes were still soft and plump.
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Reviews
What people are saying.
from 474 reviews
“I have hooded eyes, and this is one of the few mascaras I’ve found that doesn’t smudge or transfer throughout the day. It gives me so much length and definition that I actually look like I have eyelashes again!”
“With other brands my eyes feel dry when I wear mascara and they leave me looking like a raccoon when I try to clean them off. This mascara easily comes off without damaging my lashes and never makes my eyes feel dry. It gives my lashes lift and volume.”
“Amazing mascara! Doesn’t clump. Very buildable and easy to remove.”
“Finally — a mascara that does not irritate my eyes! Will definitely be ordering again!”
“I like how it lengthens and volumizes my eyelashes with no fall out, and it’s easy to take off when washing your face.”
“Best mascara I have ever tried!”
The formula
Smooth, buildable, and smudge-resistant. Made to enhance your natural lashes, not weigh them down.
One product
We made one mascara and made it right. The one that lives in the front pocket of your bag.
Easy removal
Comes off with your regular face wash. No oil, no scrubbing, no raccoon eyes.
Buildable coverage
One coat for natural. Layer up for more.
Builds length and volume with a smooth, clump-resistant formula that stays light on your lashes. Stop at one, or keep going.
1 coat
2 coats
3 coats
Our philosophy
We made one mascara.
We did not set out to build a beauty empire. We set out to make the mascara you grab without thinking. The one that sits in the front pocket of your bag because you use it that often.
Key ingredients
Conditioning, smoothing, comfortable
01
Shea ButterConditioningA classic conditioning ingredient that helps lashes feel soft and flexible, not stiff, while you wear it.
02
PanthenolConditioningPro-vitamin B5, a conditioning ingredient that helps lashes feel soft and look smooth.
03
Hyaluronic AcidMoistureHelps the formula hold moisture so it goes on smooth and feels comfortable, not dry or stiff.
“Mascara was the one product alone that made me feel put together and ready to get out the door, but I always felt like I had to compromise somewhere. So we made one.”
Abby HowardFounder, Biswell Beauty
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@biswellbeauty· 37.7K followers
the essentials of feeling like you
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Sold out. Back late November.
Text me the link 2 hours before it goes public. Last restock sold out in under 2 days. Texts only, no spam.
Essential Mascara
Your lashes, but better.
Clump-resistantSmooth, even application
BuildableOne coat to three
All-day wearSmudge-resistant
Easy removalRegular face wash