Gone are the days when choosing an ethical mascara meant settling for one that smudged by lunchtime or left your lashes looking decidedly underwhelming.
Today’s conscious beauty brands are proving that you really can have it all: dramatic volume, impressive staying power and formulas that are kinder to animals, people and the planet.
Whether you’re looking for refillable luxury, botanical ingredients or a brand with impeccable sustainability credentials, these five ethical mascaras prove that doing the right thing has never looked so good.
Delilah, Definitive Volumising and Defining Mascara £28
If your lashes are looking a little sparse, or you simply need more definition without the drama of false lashes, delilah’s award-winning Definitive Mascara deserves a place in your makeup bag. Its clever Y-shaped brush reaches even the tiniest corner lashes, lifting, separating and coating each one from root to tip for fuller, longer lashes at all stages of life.
The lightweight, buildable formula combines flexible film technology with conditioning olive waxes to add volume without the stiffness or clumping that can plague heavier mascaras. Instead, lashes remain feathery and fluttery from morning coffee to evening cocktails. Suitable for sensitive eyes and contact lens wearers, the B Corp, PETA-certified, vegan formula is also free from parabens.
Best for: Fine or thinning lashes, sensitive eyes and buildable volume. delilahcosmetics.com
ILIA Limitless Lash Mascara £31
If you love long, lifted lashes with a naturally fluttery finish, ILIA’s cult-favourite Limitless Lash Mascara is hard to beat. Its clever dual-sided wand does the work of two brushes in one: the shorter bristles build lift and definition at the roots, while the longer side combs through every lash to fan them out beautifully.
The clean, long-wearing formula resists flaking and smudging for up to 12 hours while conditioning lashes with biotin, arginine and organic shea butter. Cruelty-free and formulated with consciously sourced ingredients such as honey, it’s no wonder this ethical mascara has earned ILIA an enviable list of awards.
Best for: Naturally long, separated lashes with all-day wear and a lightweight feel. iliabeauty.com
Kjaer Weis, Im-Possible Mascara £35
This Danish-founded beauty brand has become well-known for its beautiful refillable packaging and conscious products that don’t compromise on performance. Its aptly named Im-Possible Mascara has built a loyal following thanks to a remarkable staying power that resists smudging from morning till night and comes off easily at the end of the day.
Certified cruelty-free and made with certified organic ingredients including raspberry water and marula oil, Kjaer Weis champions refillable beauty, encouraging customers to keep their metal case and replace the mascara cartridge only. The result is an ethical mascara that feels every bit as gorgeous as its luxury counterparts but with sustainability in its DNA.
Best for: Refillable luxury beauty that reduces waste without compromising on performance. kjaerweiss.com
Ere Perez, Avocado Waterproof Mascara £27
If you thought waterproof mascaras had to be harsh, drying and almost impossible to remove, Ere Perez is here to prove otherwise. This cult favourite delivers impressive staying power without sacrificing lash health, making it an ideal companion for anyone who wants their mascara to stay put from the swimming pool to sundowners. Enriched with avocado oil and mamey oils to help regenerate and stimulate lash growth, this ethical mascara gives lashes a glossy sheen without nasty chemicals.
Founded in Australia, Ere Perez has become a pioneer in clean beauty, formulating products free from parabens, GMOs, gluten and synthetic fragrance. The brand is certified cruelty-free by PETA and Choose Cruelty Free Australia, predominantly vegan, carbon neutral and committed to responsible business practices as a signatory of the UN Global Compact.
Best for: Waterproof wear with a lightweight, natural finish. ereperez.com
Lily Lolo Big Lash Mascara £16.50
If your mascara motto is go big or go home, Lily Lolo’s aptly named Big Lash Mascara won’t disappoint. One sweep is enough to dial up the drama, coating lashes from root to tip for bold, fanned-out volume that looks more ‘naturally blessed’ than ‘obviously mascara’.
The quick-drying, smudge-resistant vegan formula keeps lashes lifted and separated all day, while remaining gentle enough for even the most sensitive eyes. Proudly British, Lily Lolo has earned a loyal following for its mineral-based makeup and commitment to cruelty-free beauty. This ethical mascara is no exception, delivering high-impact lashes with skin-friendly ingredients and a fuss-free formula that works just as hard as you do.
Best for: Fans of mineral makeup looking for dramatic volume from a trusted British beauty brand. lililolo.co.uk
