PrimeLash Mascara

PrimeLash Mascara is the only healing mascara in the world created for mature eyelashes. Let us explain what that really means. 

With an ordinary mascara, the lashes get coated in pigment and stiffened. Nearly all of the effect comes from the sheer amount of pigment left behind, so the more layers you add, the more length you see. 

And that brings a whole list of problems along with it: 

• The chemicals used in mascara formulas dry out lashes that are already thin and brittle. 
• Two or three layers are difficult to wash away — above all when the mascara happens to be waterproof. 
• All that pigment makes lashes stick together and leaves the dark shadow beneath the eyes that people call panda eyes. 

PrimeLash Mascara, though, works in a completely different way. 

1. It combs through and separates lashes that have grown fine and sparse. 
2. The wand releases just the right amount of pigment. Enough to coat every lash evenly, with nothing left over to build clumps. 
3. The formula was developed to deliver essential vitamins and hydration to your lashes (in two clean coats), for up to 20x lash elongation, straight away. 
4. Its herb oils carry bioactive nutrients that repair and restore damage while you go through your day with stunning lashes. 
5. The product is pH balanced, hypoallergenic and cruelty-free.

In a word, PrimeLash Mascara suits women of every race and ethnicity — at 50, at 60, at 70 or well beyond. 

Yes, without a doubt.

That is precisely why this mascara exists. Years went into finding the best-performing ingredients so that women with thin, sparse lashes could finally see them long and thick!

PrimeLash is unlike any other mascara you are likely to come across, because it was built specifically for women in their 50s, 60s and beyond.

• It was created to lengthen, add volume, separate and define the shorter, finer lashes women so often notice after 50.
• It is a moisturizing mascara that brings out your lashes instead of drying them out.
• Its soft black tone flatters every complexion and hair color without ever looking harsh or severe. (A particularly beautiful shade for silver sisters!)
• It is made with safe, healthy ingredients that help lashes hold their moisture, support lash growth, hydrate and guard against breakage — among many other benefits.
• It is hypoallergenic, developed for the most sensitive eyes.
• It is made to be comfortable to wear from morning to night.
• Its lengthening, defining wand keeps clumping and flaking away.
• It stands up to smearing, smudging and running.
• Being water-based, it dries fast and will not make your lashes clump or stick together the way oil-based formulas can.
• It was designed to glide on smoothly and easily. The medium-sized silicone brush is slightly tapered, so reaching every lash is simple.
• It is NOT waterproof, because waterproof mascaras rely on harsh ingredients that leave lashes dry and brittle in your 50s and beyond.
• As a water-based formula, PrimeLash has a neutral pH. That makes it a healthier choice for the delicate skin around the eyes — as so many women have after 50.
• It is a buildable formula, so you can add coats for a softer or a more dramatic look, exactly as you prefer.
• It is a clean beauty formula made with ingredients we are proud to put our name on.
• It goes on easily and comes off easily, so it fits any "less is more" routine — and still lets you finish your makeup in 10 minutes or less.

From the wand to the formula, PrimeLash was designed to flatter your eyes, your skin and your complexion in your 50s and beyond. Try it and see for yourself.

PrimeLash Mascara comes in seven mature shades that our customers love:

• Black. A soft, inky black that flatters pale complexions and silver hair. We use premium iron oxides for saturation, which avoids that harsh, over-the-top finish. Reach for it when you want instant drama and attention — ideal for parties and date nights.
• Brown. A genuine brown. Not a black pretending to be one. Deep and almost woodsy. A blonde's closest ally, while its burgundy undertones do wonders for redheads. Lovely with freckles! Enchanting and nearly invisible — yet the length and the volume still turn heads.
• Navy. Nothing like the electric blue of the 80s. This tone is sapphire-deep. Picture Lady Diana's eyes. It whitens and brightens a tired gaze and sits beautifully with coppers, browns, golds and every jewel tone. An ultra-natural finish nobody will ever guess.
• Mulberry. An unbeatable pairing. All the lift, definition and tubing technology of the iconic PrimeLash Mascara, dressed in a royal tone as rare and elusive as the history of purple itself. Mulberry sits in perfect balance: neutral purples that are neither icy nor overly berry, so every skin tone and eye color is flattered. Soft, with almost-black depth from across the room. Brightening, intriguing and feminine up close!
• Smoky. The cooler, more enigmatic sister of black. This charcoal gray softens the eye without giving up depth — cashmere rather than concrete. Blues, grays and greens come alive next to it. Perfect for everyday elegance.
• Emerald. Not the green you have in mind. Deep, jewel-toned and thoroughly grown-up. It warms brown and hazel eyes from within, and lends green eyes that quiet "I woke up like this" intensity. A secret weapon hiding in plain sight.
• Beep Burgundy - A sumptuous deep berry-red wine tone with warm undertones. At its most flattering on green and hazel eyes.

Yes! PrimeLash was designed to be hypoallergenic. It is made for the most sensitive eyes and for the fragile skin of the eye area. This unique formula leaves out the harsh chemicals and additives that so often set off eye reactions. 

PrimeLash uses a water-based formula rather than the oil-based ones you usually find in mascaras. We chose water because it gives a neutral pH, which is healthier for the delicate skin around your eyes. 

PrimeLash is produced with pure, safe ingredients and with no animal testing. Every ingredient was picked with extreme care, so that women with the most sensitive eyes can wear it.

Flaking is another major reason mascara irritates the eyes. The moisturizing PrimeLash formula, together with its wand, keeps that from happening.

PrimeLash Mascara. Black

Aqua (Water), Styrene/acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl , Glycerin, Stearic acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, Triethanolamine, Hydroxyethyl cellulose, Methylparaben, Propylparaben, Parfum

PrimeLash Mascara. Navy Blue

Aqua (Water), Styrene/acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, Ultramarine , Glycerin, Stearic Acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, Triethanolamine, Hydroxyethyl cellulose, Methylparaben, Propylparaben, Parfum

PrimeLash Mascara. Brown

Aqua (Water),Copernicia Cerifera (Carnauba) Wax, Acrylates Copolymer, Synthetic Wax, Propylene Glycol,Glyceryl Stearate, Ethylhexyl Myristate, CI77499, CI77491, Carbomer, Phenoxyethanol, Methylparaben, Ethylparaben, Propylparaben

PrimeLash Mascara. Mulberry

Aqua (Water), Styrene/Acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, Glycerin, Stearic Acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, CI 77499, CI 77891, Triethanolamine, Squalane, Aluminum Hydroxide, Hydroxyethyl Cellulose, Barium Sulfate, Methylparaben, Propylparaben, Parfum, , CI 45410

PrimeLash Mascara. Emerald
Aqua (Water), Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, Styrene/Acrylates Copolymer, Glycerin, Glyceryl Stearate, Cetearyl Alcohol, Polysorbate 80, Stearic Acid, Palmitic Acid, Triethanolamine, Hydroxyethylcellulose, Ethylhexylglycerin, Octanediol, Phenoxyethanol, Methylparaben, Propylparaben, , CI 77288, CI 77007

PrimeLash Mascara. Smoky
Aqua (Water), Beeswax, Copernicia Cerifera (Carnauba) Wax, Acrylates Copolymer, Propylene Glycol, Palmitic Acid, Stearic Acid, Polysorbate 80, Polyisobutene, Triethanolamine, Phenoxyethanol, VP/Eicosene Copolymer, Lauric/Myristic/Palmitic/Stearic Glycerides, Glyceryl Stearate, Caprylyl Glycol, Ethylhexylglycerin, , CI 77891, CI 77742

PrimeLash Mascara. Burgundy

Aqua (Water), Beeswax, Copernicia Cerifera (Carnauba) Wax, Propylene Glycol, Acrylates Copolymer, Palmitic Acid, Stearic Acid, Polysorbate 80, Polyisobutene, Triethanolamine, Lauric/Myristic/Palmitic/Stearic Glycerides, Glyceryl Stearate, Glycerin, Aluminum Hydroxide, VP/Eicosene Copolymer, Phenoxyethanol, Ethylhexylglycerin, Caprylyl Glycol, Sodium Chloride, Sodium , CI 77891, CI 77742, CI 77491, CI 77007, CI 16035

Definitely not! PrimeLash is 100% cruelty free.