Lush Rethinks Mascara To Be ‘Naked,’ Ridding It Of Plastic Holders

Video screenshot via Lush

Just like Barbie doesn’t need Ken, it turns out mascara doesn’t need its quintessential tube. Handmade cosmetics brand Lush is brushing up its eco-friendly efforts with the Naked Mascara, a redefined version of the cosmetic product that’s “package-free.”

Standing in its birthday suit, the Naked Mascara (US$14) is a cylinder of solidified eye makeup that’s activated with a wet mascara wand. Consisting of vegan-friendly ingredients, it arrives in four shades with nature-themed names, like Orca (black), Earth (brown), Reef (coral), and Ocean (blue). The butters and waxes in it provide a delightful effect on lashes, adding a subtle tint and lift.

Image via Lush

Speaking of cosmetics with voluminous impact, the mascara’s most defining quality, apart from drawing attention to your eyes, is how it is entirely plastic-free—and, therefore, “naked.” With that, it still comes in a cardboard box for sanitary purposes, though that can be easily recycled.

To apply the mascara, simply dip your brush into some water, and then rotate it inside the solid cylinder to pick up the color.

Video screenshot via Lush

The product features ingredients like organic cocoa butter, illipe and cupuacu butters to condition and soften lashes. Meanwhile, Japan wax, rice bran, and candelilla wax ensure even color distribution and a lengthening effect. Lush took five years to perfect this plant-based formula, according to Byrdie.

Users can also pick up a bio-based wand with their purchase of the Naked Mascara. Lush offers three bespoke options—a thick one for volume, a variant with a comb on one side for definition, and a brush with a rounded tip to separate the lashes—each one crafted from 100% renewable materials that are free of plastics and toxins.

Once your lashes are on fleek, you can flip the Naked Mascara upside-down to allow the leftover water to drip off.

Video screenshot via Lush

A dramatic lift for the environment, indeed.

@sabrinalodd

if you’re looking for a mascara with cleaner ingredients, easy to remove & that feels light weight, then this is for you✨ This mascara wore really nicely & got tons of compliments on it. I love that it can double as a water liner too. It also comes in black and brown for those who stray away from coloured mascaras. It’s definitely not going to give you a whole lot of volume and it obviously isn’t water proof so just keep that in mind if you have a issue with your mascara running easily. It was a bit difficult to get product on the brush initially but I believe after a few usages it will soften over time so i’m not too worried about that. Overall, this was a super cool product and I will definitely be reaching for it all summer🌸 #lushcosmetics #lushmakeup #lushmascara @LUSH

♬ Sunday - HNNY

[via Byrdie, Treehugger, Trend Hunter, images via Lush]

This article was crafted with assistance from an AI engine, and has been reviewed, edited, and fact-checked.