Here’s why:
1️⃣ “Clean” Is Not a Regulated Term
Many of the mascaras featured are labelled as clean simply because they exclude a handful of common ingredients like parabens or phthalates. But clean has no legal definition in cosmetics. Without true transparency into sourcing, processing, and full ingredient lists, the consumer is left to trust vague claims that may or may not reflect a safer or more skin-compatible formula.
At Cheekbone Beauty, we go deeper. Our Uprise Mascara is:
- 99% natural-origin ingredients (this is verified, not just marketing).
- Formulated with a short, fully transparent INCI list.
- Created specifically for the most sensitive eyes, with no unnecessary synthetic fillers or texturizers.
2️⃣ Natural Doesn’t Always Mean Safer
Ironically, some mascaras on these lists contain “natural” ingredients that may actually increase irritation for sensitive eyes — for example: essential oils, certain plant extracts, or unrefined waxes. Many of these can cause contact dermatitis, redness, or watery eyes.
With Uprise, we intentionally avoided essential oils, heavy fragrance, or exotic extracts that may sound good in marketing but serve no functional purpose in the formula. Every ingredient was carefully selected for its function: lash conditioning, wearability, and eye comfort.
3️⃣ Performance Shouldn’t Be Sacrificed for “Clean” Claims
One of the biggest complaints with many natural mascaras is performance: smudging, flaking, or lack of length and volume. Many brands haven’t figured out how to balance natural ingredients with modern performance standards.
At Cheekbone, we solved this challenge:
- Our naturally derived film-formers create long-lasting wear.
- The flexible plant-based wax blend gives volume without stiffness.
- Zero flaking. Zero raccoon eyes.
- Safe for contact lens wearers and highly sensitive eyes.
We like to say: you shouldn’t have to compromise performance to get a formula that aligns with your values — or your sensitive eyes.
4️⃣ Transparency > Trends
Many brands on these lists outsource formulation to private label labs or full-service manufacturers. That’s common in beauty, but it often means the brand itself may not fully understand the raw materials or supply chain behind their formula.
At Cheekbone Beauty, we’re involved in every step. We know where our ingredients come from. We’ve done the leg work on sourcing. That’s part of our commitment as an Indigenous-owned, sustainability-driven beauty brand.
Bottom Line:
While we appreciate the growing attention on “clean mascara,” the conversation needs more nuance, science, and transparency.
Uprise Mascara isn’t just another clean mascara. It’s the mascara we wish existed: 99% natural-origin, high-performing, gentle enough for the most sensitive eyes — and fully transparent in its sourcing.
Next time you’re shopping for mascara, don’t just trust the list. Read the ingredient list. Ask who made the formula. And most importantly: pay attention to how your eyes feel.
If you’ve struggled to find a mascara that performs and feels good, give Cheekbone Beauty’s Uprise Mascara a try. Your eyes will thank you.