Written by: Alessia Iacobelli

We are thrilled to announce our new Cheekbone Beauty Uplift Mascara is now even better than ever!

Our new formula has been expertly refined to ensure 99% natural or naturally sourced derivatives. As delighted as we are to be sharing this new formula, it did come from an investigation that our old formula did not meet our Binnad Beauty Standards. We are excited that our new formula embodies our commitment to high-quality, cruelty-free products with low environmental impact and maximum wearability.

Sustainable by nature, some of our favourite ingredients include natural waxes from sunflower, carnauba palm, and Japanese Wax Trees which are the perfect plant-derived substitutes for beeswax - all the while being rich in essential fatty acids and vitamins A, D, and E to nourish your lashes. We are also very excited to introduce our new hero ingredient from volcanic magma- to give your lashes MEG-MA volume from Earth's fiery inner-scape without weighing them down. The roselle flowers and safflower florets are natural actives that are proven to enhance lash density, and when combined with Argan oil, keep your lashes conditioned and healthy.

When applying the new Cheekbone Beauty Uplift Mascara, we recommend starting from the root of the lash and gently sweeping up to the tip. You may wiggle the brush while sweeping upwards to separate the lashes more. If you like extra volume, our Uplift Mascara is completely buildable! Just add two coats for full, defined, luscious lashes.

We hope you love this new formula as much as we do!

BEFORE                                                   AFTER ONE COAT