A good natural mascara shouldn't require you to compromise on the things that actually matter: definition, volume, length, colour and a formula that stays where you put it.
Today's natural and organic mascaras use combinations of plant waxes, oils, mineral pigments and modern cosmetic ingredients to create everything from softly defined everyday lashes to full, dramatic volume.
The tricky part is choosing between them. The words “natural”, “organic”, “volumising” and “lengthening” only tell you so much. The formula matters, but so does the brush, whether you need water resistance and how you actually like your lashes to look.
If you'd rather go straight to the products, browse our natural and organic mascara collection.
What's Inside
What should you look for in a natural or organic mascara?
Start with the finish you want rather than the longest ingredient list. Choose volume, definition, length or water resistance first, then look at the formula and brush that deliver it.
Natural mascaras commonly use plant-derived waxes, oils and mineral pigments alongside other cosmetic ingredients needed to create a stable, usable mascara. Certified organic mascara goes further by meeting the requirements of a recognised certification standard.
Neither “natural” nor “organic” tells you exactly how a mascara will perform. That's why the complete formula and applicator matter.
Natural mascara and organic mascara aren't quite the same thing
Beauty terminology can become confusing very quickly, particularly when “natural”, “organic” and “clean” appear together.
Natural mascara
Typically places an emphasis on ingredients derived from natural sources, such as plant waxes, oils and mineral pigments. Exactly how a brand defines “natural” can vary.
Organic mascara
Usually refers to formulas containing organically produced agricultural ingredients. Where a product is certified organic, an independent standard determines what is required for that certification.
Clean mascara
“Clean beauty” doesn't have one universally agreed legal definition. At MyPure, products are selected according to the ingredient standards set out in our Purity Promise.
If certified organic beauty is particularly important to you, look for the certification on the individual product rather than assuming every natural mascara is organic.
You'll find more detail about the standards we use when selecting products on the MyPure Purity Promise page.
What's actually inside a natural mascara?
Mascara is more technically demanding than it looks. The formula needs to coat tiny hairs evenly, hold pigment in place, create the right amount of structure and remain flexible enough not to simply crumble away as you blink.
Natural formulas can achieve this using combinations of ingredients with different jobs.
| Ingredient type | What it does | Examples |
|---|---|---|
| Plant waxes | Help give mascara structure, body and adhesion to the lashes. | Carnauba and candelilla wax are common examples. |
| Plant oils | Can contribute emollience and influence how smoothly a formula applies. | Almond, avocado, sunflower and other botanical oils may be used depending on the formula. |
| Mineral pigments | Provide colour, including the black and brown shades commonly used in mascara. | Iron oxides are frequently used cosmetic pigments. |
| Film formers | Help mascara form an even coating and remain on the lashes after application. | Different cosmetic film-forming ingredients may be used depending on the formulation. |
Why plant waxes work so well in mascara
Waxes are particularly useful because mascara needs enough structure to coat the lashes rather than simply behaving like coloured liquid.
Carnauba wax comes from the leaves of the carnauba palm, while candelilla wax is derived from the candelilla shrub. Both can contribute firmness and structure to cosmetic formulas.
They can be combined with oils, pigments and film-forming ingredients to adjust how creamy, buildable or long-wearing the finished mascara feels.
What about plant oils?
Plant oils are another useful part of natural mascara formulation. Depending on the product, you might find almond, avocado, sunflower or other botanical oils within the ingredient list.
These oils contain different mixtures of fatty acids and naturally occurring lipid-soluble compounds. Within mascara, however, their most important role is as part of the overall cosmetic formula – helping create the texture and application characteristics the formulator wants.
Mascara isn't a lash-growth treatment
Plant oils and other conditioning ingredients can help a mascara feel comfortable and flexible on the lashes, but we'd be cautious about treating an everyday mascara as a treatment that makes eyelashes grow faster or permanently stronger.
Choose mascara primarily for how well it performs as mascara.
How to choose the right mascara
The easiest way to narrow down the options is to decide what you want your mascara to do. You can then compare suitable formulas in our natural and organic mascara collection.
Volume
Look for a buildable formula and a brush designed to deposit enough mascara to make lashes look fuller and more substantial.
Length & definition
A more precise brush can help separate individual lashes and coat them from root to tip without depositing too much product at once.
Natural-looking lashes
If you mainly want darker, tidier lashes, choose a lighter formula or clear lash gel rather than automatically reaching for maximum volume.
Water resistance
Worth considering if smudging, rain, watery eyes or humidity regularly defeat your usual mascara.
Do you need a volumising or lengthening mascara?
It depends on your natural lashes and the finish you like.
If your lashes are already reasonably long but look sparse, volume may make the biggest visible difference. If they're full but short, definition and length may be more useful.
Plenty of mascaras aim to do both, so these descriptions aren't rigid categories. They're simply a useful starting point when comparing products.
The mascara brush matters more than you might think
Two very similar formulas can give quite different results when they're applied with different brushes.
| Brush style | Usually useful for | What to expect |
|---|---|---|
| Large, dense brush | Volume | Picks up and deposits more formula, helping build a fuller lash look. |
| Slim brush | Definition & shorter lashes | Can make it easier to reach individual lashes and the inner corners. |
| Precision or moulded brush | Separation & definition | Helps comb through lashes while controlling how much product is deposited. |
| Clear gel brush | Natural definition & brows | Grooms lashes without adding black or brown pigment and can often double as a brow gel. |
The best brush is therefore partly personal. If a huge mascara wand always ends up decorating your eyelid rather than your lashes, a smaller precision brush may suit you far better regardless of what's fashionable.
What about natural mascara for sensitive eyes?
Natural mascara is often searched for by people with sensitive eyes, but “natural” shouldn't automatically be translated as “non-irritating”.
The eye area is sensitive and individual reactions vary. Botanical ingredients, fragrance components and preservatives can all be tolerated perfectly well by one person and not by another.
If your eyes are easily irritated, look for products specifically tested or described by the manufacturer for sensitive eyes or contact-lens wearers, and check the full ingredient list for anything you already know causes problems.
For example, Lavera Volume Mascara is dermatologically and ophthalmologically tested and is listed as suitable for contact-lens wearers, while Ere Perez Aloe Gel Lash & Brow Mascara provides a clear alternative if you want definition without a conventional pigmented mascara.
How you use mascara matters too.
- Don't share mascara with other people.
- Avoid adding water or other liquids to a drying mascara.
- Replace mascara regularly rather than keeping the same tube indefinitely.
- Stop using a product if it causes persistent irritation.
- Remove eye make-up gently rather than repeatedly rubbing the lashes and eyelids.
Clear mascara can be worth considering
If you want groomed, defined lashes without a heavily pigmented mascara, Ere Perez Aloe Gel Lash & Brow Mascara provides another option. It won't give you the drama of a black volumising formula, but for a very natural look it can be surprisingly useful.
Natural & organic mascara: MyPure picks
You'll find the wider selection in our natural and organic mascara collection. The right mascara depends on the result you want, so these three illustrate quite different approaches rather than trying to declare one mascara best for everyone.
MÁDARA DEEP MATTER Bold Volume Mascara
MÁDARA DEEP MATTER Bold Volume Mascara is the option to consider when your priority is visibly fuller, more defined lashes rather than a barely-there finish.
The vegan formula is certified organic and uses natural pigments alongside vegan waxes. It's designed around volume, definition and length, making it a good fit if you want a more noticeable mascara look from a natural beauty brand.
Explore MÁDARA Make-upLavera Volume Mascara
Lavera Volume Mascara is another certified organic option, with a formula containing plant waxes including carnauba and candelilla alongside shea butter, sunflower seed oil and mineral pigments.
It's available in black and brown, which makes it particularly useful if you prefer a softer brown mascara rather than always wearing black.
The product has also been dermatologically and ophthalmologically tested and is listed as suitable for contact-lens wearers.
Explore Lavera Make-upEre Perez Aloe Gel Lash & Brow Mascara
Ere Perez Aloe Gel Lash & Brow Mascara is completely different from a conventional black mascara.
This clear gel contains aloe vera alongside glycerin and panthenol. It can be used to groom and define lashes without pigment and also doubles as a brow gel.
It's the one to consider if you want a very natural finish, use lash extensions or simply prefer definition without adding black or brown colour.
Explore Ere Perez Eye Make-upWhich mascara is right for you?
| If you want... | Consider | Why? |
|---|---|---|
| Bold volume | MÁDARA DEEP MATTER | A certified organic formula designed around volume, definition and length. |
| Everyday volume in black or brown | Lavera Volume Mascara | A certified organic option using plant waxes and mineral pigments, with two classic colour choices. |
| Clear, natural definition | Ere Perez Aloe Gel | Defines and grooms lashes without adding pigment and doubles as a brow gel. |
How to get better results from your mascara
Technique can make almost as much difference as changing mascara.
Remove excess from the wand
If the brush is overloaded, gently remove excess product at the opening of the tube. Too much mascara on the first coat is one of the easiest ways to create clumps.
Start close to the roots
Place the brush close to the lash roots and sweep upwards towards the tips. A slight side-to-side movement at the roots can help distribute product before you pull the brush through.
Build gradually
If you want more impact, add another light coat rather than loading the lashes with a very thick first application.
Use the tip for smaller lashes
The end of the brush can help reach shorter lashes towards the inner and outer corners without covering your eyelid in mascara.
How to remove mascara without punishing your lashes
Long-wearing mascara needs to stay put during the day, but that doesn't mean removal needs to involve vigorous rubbing.
Use an eye make-up remover or cleanser suitable for the mascara you're wearing. Give the product a little time to loosen the make-up before gently wiping it away.
If you're wearing a waterproof formula, an oil-containing or suitably formulated waterproof eye make-up remover may make removal considerably easier.
Find your everyday mascara
Explore natural and organic mascaras for volume, definition, length and everyday wear, or browse the wider MyPure collection of natural eye and brow make-up.
Shop Natural & Organic MascaraNatural & organic mascara FAQs
What is the difference between natural and organic mascara?
Natural mascara generally places an emphasis on ingredients derived from natural sources, such as plant waxes, oils and mineral pigments. Organic refers to how qualifying agricultural ingredients are produced. A certified organic mascara has to meet the requirements of its particular certification standard.
Is natural mascara better for sensitive eyes?
Not automatically. Sensitive eyes can react to natural or synthetic ingredients, so check the complete formula and look for relevant ophthalmological testing or suitability information from the manufacturer. If you already know you're sensitive to a particular ingredient, avoid it regardless of whether it is natural.
Can natural mascara give good volume?
Yes. Volume depends on the complete formulation and brush design rather than whether a mascara is natural or conventional. Plant waxes can provide structure and body, while a larger or denser brush can help deposit more formula onto the lashes. MÁDARA DEEP MATTER Bold Volume Mascara, for example, is specifically designed for a fuller, more defined effect.
Is organic mascara always vegan?
No. Organic and vegan describe different things. An organic cosmetic may still contain an animal-derived ingredient such as beeswax. If you want vegan mascara, check the individual product's vegan status rather than relying on its organic certification.
Can mascara make my eyelashes grow?
An ordinary cosmetic mascara shouldn't be treated as a lash-growth treatment. Oils, waxes and conditioning ingredients can affect how lashes feel and how flexible the dried mascara remains, but claims about increasing lash growth require specific evidence.
Is brown mascara better than black?
It's a matter of the look you prefer. Black generally creates greater contrast and definition, while brown can produce a softer effect, particularly with lighter hair or for understated daytime make-up. Lavera Volume Mascara is available in both black and brown.
How do I stop mascara clumping?
Remove excess product from an overloaded brush and build your mascara in lighter coats. Applying several very thick coats or repeatedly working partly dried mascara can make lashes stick together.
Should I choose waterproof mascara?
Waterproof or water-resistant mascara is useful if ordinary mascara regularly smudges because of rain, humidity or watery eyes. If you don't need that extra resistance every day, a conventional formula may be quicker and easier to remove. You can compare the options in our natural and organic mascara collection.
The bottom line
Natural mascara has moved well beyond the idea that choosing botanical ingredients means accepting disappointing performance. Plant waxes, botanical oils and mineral pigments can form part of sophisticated formulas designed for volume, definition, colour and lasting wear.
The important thing is to choose according to the result you actually want. A dramatic volumising mascara, a precise everyday formula and a clear lash gel solve very different problems.
And if organic certification matters to you, look for it on the individual product. “Natural”, “organic” and “clean” aren't interchangeable labels. You can also read the MyPure Purity Promise to understand the standards we apply when selecting products.
For us, the appeal of natural make-up is much the same as natural skincare: making intelligent use of what plant-derived and mineral ingredients can contribute, while still expecting the finished product to do its job properly.
Please note: This article provides general cosmetic information rather than medical advice. Always check individual product ingredients and instructions. Stop using eye make-up if it causes persistent irritation, and seek appropriate professional advice if you experience ongoing eye discomfort, swelling or other concerning symptoms.