Is This 'Clean' Mascara Actually Clean? A Greenwashing Investigation

Greenwashing Check

We dug into the ‘clean’ claims of a cult-favorite mascara to see if the formula holds up to its eco-marketing.

Expert Analysis · Honest Reviews · Real Results

1.🔍The Clean Beauty Trap

Another ‘clean’ mascara, another vague promise. This one from ILIA is a bestseller.

The real question: is it a legit formula or just great marketing in a chic tube?

2.🌿The Pitch

Big Clean Volumizing + Lengthening Mascara. $28. They claim it’s a “clean” washable formula that performs.

For structure and a flexible hold.

Supposedly conditions lashes.

For that ‘clean’ ingredient halo.

Photo: Daria Gordova / Unsplash

3.⚠️The Ingredient Reality

It’s got plant waxes, sure. But the ‘clean’ label is fuzzy. The real workhorse? Synthetic polymers.

Photo: Paola Aguilar / Unsplash

4.🧪The Wear Test

Wet, inky texture. Smells like play-dough — a press release would never admit that.

By week two, I noticed more smudging than my regular mascaras. The ‘conditioning’ claim? Unproven.

💡

One Thing: Let the wand dry for 30 seconds after pulling it out. Applies cleaner, less clumpy.

Photo: Glenna Haug / Unsplash

5.📜The Real Verdict

It gives decent, natural volume. But it’s not a drama mascara. And it definitely transfers by 3pm on my oily lids.

✅

Buy if

You have dry skin/lids and want a easy-to-remove, natural daytime look.

⏭️

Skip if

You have oily eyelids, want major volume, or hate any risk of smudging.

💰

Worth it?

Only if the ‘clean’ brand ethos matters more than bulletproof performance to you.

Photo: Felipe Vieira / Unsplash

6.✅Final Call

A fine mascara hiding behind a ‘clean’ marketing story. Good, not great.

6.5/10

A decent natural look, questionable claims.

🛍️

Where to Buy: Sephora. Get the mini first to test the smudge factor on your own lids.