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New favorite formula

Think Big All-in-One Mascara

Achieves lift, length, and volume while supporting longer, stronger looking lashes.

4.6
Rated 4.6 out of 5 stars
251 Reviews
$30
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Benefits
  • Volumize
  • Lengthen
  • Condition
  • Long Wear

Enhance your lashes with this high-performance mascara that delivers dramatic lift, length, and bold volume. Powered by lash-conditioning plant waxes Carnauba and Candelilla to support longer, fuller, stronger looking lashes and a weightless feel.

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Clinically Demonstrated:
  • Smudge-proof*
  • Longwear formula**
Immediate results***:
  • [ 97% ] experienced fuller lashes
  • [ 97% ] experienced thicker looking lashes
  • [ 97% ] experienced visibly defined & separated lashes
After just four weeks****:
  • [ 97% ] experienced fuller looking lashes
  • [ 97% ] experienced thicker looking lashes
  • *Based on a 30-subject clinical study.
  • **Based on a 30-subject clinical study after 6 hours.
  • ***Based on a 32 subject consumer perception study immediately after use.
  • ****Based on a 32 subject consumer perception study after four weeks of use.

Formulation Fact 01

We don’t formulate with PFAS like Polytetrafluoroethylene (PTFE) - “forever chemicals” that can accumulate in our bodies and have been linked to cancer, weakened immune systems, reproductive and developmental harm, and hormone disrupting effects.

Formulation Fact 02

We don’t formulate with ethylenediaminetetraacetic acid (EDTA) salts such as Disodium EDTA, Trisodium EDTA or Tetrasodium EDTA. Manufacturing EDTA and its salts involves reacting ethylenediamine, a harmful substance associated with reproductive toxicity. Unfortunately, EDTA and its salts may contain trace amounts of this substance. EDTA and its salts are also persistent and can harm the environment.

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Formulation Fact 03

Formulated without heavily ethoxylated ingredients Polysorbate 60, Laureth 21, PEG-100 Stearate, and PEG-200 Glyceryl Stearate that carry particular risk for carcinogenic contaminants, ethylene oxide and 1,4-dioxane. We take ingredient purity seriously.

Displays a close up of a model's face.

Formulation Fact 04

We chose not to formulate our mascara with hair growth actives, prostaglandin and prostaglandin analogues like Ethyl Tafluprostamide, Isopropyl cloprostenate and Cloprostenol Ethyl Amide, which are endocrine active and can be linked to hyperpigmentation and periorbital fat atrophy.

Displays a close up of a model's face.
    4.6
    Rated 4.6 out of 5 stars
    Based on 251 reviews
    Reviews Summary
    Customers say this mascara lengthens and thickens lashes while providing excellent coverage without clumping. Many reviews mention its smooth application and all-day staying power. Users frequently praise its gentle formula, particularly noting comfort for sensitive eyes. The water-resistant formula stays put during activities but removes easily with makeup remover. Common feedback includes appreciation for the brush design and natural-looking results. While most reviews are overwhelmingly positive, some mention occasional smudging under eyes or difficulty with removal. A few customers note the reformulated version feels different from the original product.
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    251 reviews
    • Lauren V.
      Verified Buyer
      I recommend this product
      Age 35-44
      Your skin tone: Medium
      Your undertone: Warm
      How would you describe the texture/finish? Buildable
      How often do you use makeup? Daily
      Rated 5 out of 5 stars
      7/15/26
      Love this mascara

      I absolutely love this mascara. It gives the perfect length and volume.

      Was this helpful?
    • Lourdes A.
      Verified Buyer
      I recommend this product
      Age 55-64
      Your skin tone: Medium
      Your undertone: Cool
      How would you describe the texture/finish? Buildable
      How often do you use makeup? Daily
      Rated 5 out of 5 stars
      7/12/26
      Mascara

      Love this mascara, gives me volume & length.

      Was this helpful?
    • Danielle C.
      Verified Buyer
      I recommend this product
      Age 65+
      Your skin tone: Light
      Your undertone: Neutral
      How would you describe the texture/finish? Radiant
      How often do you use makeup? Daily
      Rated 5 out of 5 stars
      7/5/26
      Best mascara

      It is the best mascara that I ever tried. Happy Beauty Counter continued as Counter.

      Was this helpful?
    • Yanori N.
      Verified Buyer
      I recommend this product
      Age 35-44
      Rated 5 out of 5 stars
      6/25/26
      It works!

      This is my new favorite mascara! It gives results on the first try and lasts all day.

      Was this helpful?
    • Laura D.
      Verified Buyer
      I recommend this product
      Age 65+
      Your skin tone: Light
      Your undertone: Warm
      How would you describe the texture/finish? Buildable, Lightweight
      How often do you use makeup? Daily
      Rated 5 out of 5 stars
      6/23/26
      The best!

      This is THE only safe mascara I have found that goes on beautifully, lengthens and thickens my lashes, lasts all day, and doesn’t clump or flake, nor does it sting or burn my eyes.

      It’s perfect.

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