These Cutting-Edge Clean Mascaras Will Give You Eye-Popping Lashes

The market for clean mascara is shifting, and it's largely because of consumer preferences. Reminder: Clean beauty doesn't have one set definition; some founders focus on creating formulas with safe ingredients, and others have a more holistic approach. "We take into account the sourcing, safety, sustainability, ethics, and transparency of the brands we sell," Credo co-founder Annie Jackson previously told Shape.

Regardless of their philosophy, clean mascara brands are now turning to new pigments and formula innovations to create bigger, bolder, and stronger lash looks than ever before. Here's what to expect in your tube today.

Volumizing Formulas

As the demand for clean mascara rises, so does the performance of the products. Initially, natural or clean mascaras were developed with a subtle, no-makeup makeup vision in mind. But as more people want the double whammy of a clean product and a bold impact, brands are evolving to create new formulas with lots more oomph, featuring a cocktail of ingredients and ideal brush that helps achieve a lifted, voluminous, smudge-free result. For example:

• Ilia Beauty Fullest Volumizing Mascara (Buy It, $28, sephora.com) contains a wax to build fullness and vitamin B5 to nourish and has a violin-shaped brush to reach every last lash.
• Jane Iredale Beyond Lash Volumizing Mascara (Buy It, $28, amazon.com) uses bamboo powder in place of nylon or rayon fibers to add length and volume, plus botanical oils and rice bran wax to strengthen.
• Kjaer Weis Im-Possible Mascara (Buy It, $32, kjaerweis.com) employs organic ingredients, like beeswax and raspberry water, to prevent clumps and keep lashes hydrated. And it comes in a refillable, aluminum tube.
• Cover Fx Power Flex Mascara (Buy It, $24, ulta.com) has a brush with both silicone and fiber bristles that reach the roots of lashes to coat even the tiniest of hairs, a vegan wax that lengthens, and a sweat-proof polymer that makes the formula last longer. (