It's been a year and half and we are ready to introduce our latest creation - mascara! Take your pick between four very different shades: a classic black, charcoal grey, copper and ash brown.
Nightfall (black) is a given for most as far as what to expect, rich and classic. Asphalt Jungle (charcoal grey) is a must for everyone, it has the most amazing hues that can accentuate all shades of the iris. Macao (copper) is fun for holiday and is really best used when applied to the tips of lashes, layered on top of another shade. As for Shadow Of A Doubt (ash brown), it's perfect for those looking for something a little softer (hello, fair friends).
The packaging is a classic ILIA trademark, yet there is something you may love or not love about our wiper - it's really tight. Meaning when you use the mascara, the wand will be wiped exceptionally well leaving little product on the extremities and more product in the center of the wand. The purpose of this is to steer clear of any clumping. The volume can be built upon with additional applications to your lashes, yet you can build slowly and naturally to create your desired effect, all the while having the control without wasting any product.
Now let's talk about ingredients. Most of the fillers and glossing properties are derived from various saps from trees around the world. This adds shine, flexibility and helps hold the product to the lash.
ILIA Complete Mascara does contain the preservative Phenoxyethanol - oh no! People have questioned this choice and the choice was made because of this - Our lashes protect our eyes from bacteria, meaning the lashes are usually full of bacteria. Mascara contains the most water out of almost any color cosmetic, and water holds lots of natural bacteria. When we apply mascara, we are wiping up bacteria from our lashes and re-distributing them into a dark, water filled environment. To preserve this with a natural preservative is not impossible, yet it is something we are working towards safely and will only introduce when we feel confident we are keeping your eyes safe and clear of any germs.
It was a challenge to overcome and one we will continue working on. We hope our transparency will help educate those who wish to use mascara, and also inspire people to start reading the ingredient lists on natural mascaras. There are a few possibilities for preserving mascara ingredients naturally, and we commend those that do it well. It's something we continue to work toward. In the meantime, we would like you to enjoy something we know is safe, different and quirky, as it seems to be what we do best.