9 Best Natural And Organic Mascara Brands (2025 Review)
The Good Trade editors endorse products we’ve personally researched, tested, and genuinely love. Learn more about our methodology and business model here.
We’ve personally tested and researched dozens of clean makeup brands — these are our editors’ top mascara picks that are natural, organic, nontoxic, and safe to use daily.
We love mascara for giving our lashes a little lift, but not when the ingredients include toxic chemicals that can lead to serious health issues and even harm our planet. While choosing healthy, safe, and clean cosmetics and makeup can seem daunting (how do you read all those labels?), it isn’t as difficult as it may seem. These natural and organic mascaras lengthen our lashes and leave them feeling soft, healthy, and oh-so-beautiful. Best of all, they protect our health and planet, many of which can be found at your local drugstore.
Why should I use a nontoxic mascara?
Using nontoxic mascara can make a big difference, both for your health and for the environment. Traditional mascaras often contain chemicals like parabens, phthalates, and synthetic fragrances, which can cause irritation and, over time, potentially disrupt hormone balance. Nontoxic mascaras, on the other hand, are made with cleaner ingredients like plant-based waxes, natural pigments, and gentle conditioning agents. This means they’re safer for sensitive eyes and for people who wear contact lenses. Plus, they’re often cruelty-free and more eco-friendly, with many brands offering recyclable packaging and sustainably sourced ingredients. With nontoxic mascara, you get beautiful lashes without compromising health or values — an all-around win!
Our Criteria:
Our editors have used clean beauty brands with natural, nontoxic ingredients for years. After lots of research, testing, and reading thousands of customer reviews, these are our favorite clean makeup brands that are gentle enough to add to your daily routine. We update this list regularly with emerging favorites that meet the below criteria.
AFFORDABLE | We’ve included clean mascara brands that are not only effective but also easygoing on your wallet.
CLEAN/ORGANIC | These mascaras are formulated with natural and organic ingredients that are safe for even the most delicate areas of our face (our eyes!).
PERFORMANCE | The brands on this list offer everything from natural mascaras to thick formulas that you could use for a night out — and all of them wear well for hours.
Add some organic eyeshadow and natural foundation for a flawless natural makeup routine! For the best in beauty, you can find more of our favorite nontoxic makeup brands here.
Best Overall | Most Affordable | Best Volumizing | Best Lengthening
1. ILIA
Best For | Non-smudging mascara
Natural & Organic Ingredients | Natural and safe synthetic ingredients, 100% natural dyes
Price | $28
Look out, world: The Limitless Lash from ILIA is a serious game-changer for clean mascaras. This nourishing formula — made with organic bee and carnauba waxes, shea butter, and keratin—will fortify and enhance your lashes for any look. And we’re huge fans of the dual-sided brush for volume in easy, simple strokes. When it’s time for bed? Remove the mascara with warm water — no scrubbing needed. A healthy mascara that’s 99% natural, 100% cruelty-free, 110% effective.
Our Editor’s Review | “ILIA’s mascaras made me look like I was wearing falsies, which is difficult to do with my blonde eyelashes. I enjoy the Limitless Lash Mascara for daily wear, although the wand bristles are a little bit pointy so I feel like I have to be careful with application sometimes. The Fullest Volumizing Mascara is extra thick with a gentle, high coverage brush — it’s what I’m wearing in the picture.” – Emily, Editorial Director
Also Available At:
Credo
The Detox Market
2. Erin’s Faces
Best For | Sensitive skin and eyes
Natural & Organic Ingredients | Certified organic ingredients
Price | $28
Erin’s Faces’ Matcha Mascara was formulated for nine years, so it’s safe to say it’s been thoughtfully created. Made with organic matcha which helps strengthen hair, this mascara includes beta carotene and plant-based fibers so you’ll never need falsies again (unless you want!). Made without added gluten, soy, parabens, dyes, or fragrances, this cruelty- and additive-free mascara is made for all-day wear and beyond. If you’re a fan, subscribe and save five percent. Old packaging can go in the recycling bin!
Our Editor’s Review | “Erin’s Faces has been one of my longtime favorites for simple, natural makeup and I was so excited to try the Matcha Mascara! I’m typically a mascara minimalist, and this formula delivers. I got coverage without clumps, and the mascara dried quickly so I didn’t have a lot of cleanup to do after applying. This mascara is made using organic matcha and contains other lash-bolstering ingredients — plus it’s packaged in a glass container for recycling.” – Emily, Editorial Director
3. Well People
Best For | Volumizing mascara
Natural & Organic Ingredients | EWG verified, vegan, organic ingredients
Price | $20
The Well People cosmetics line was co-founded by a makeup artist, a cosmetic dermatologist, and a conscious entrepreneur. The three have crafted a beautiful brand that recognizes that our skin is our largest organ and absorbs the majority of what we put on it. These cosmetics are created without the harmful artificial chemicals found in most conventional makeup, and the products are never tested on animals. The Expressionist Mascara is 100% cruelty- and clump-free, and it doesn’t make use of petroleum, parabens, gluten, coal tar, aluminum, or fibers either. Just vegan, plant-based ingredients that work.
Our Editor’s Review | “I tested the Pro and the Volumizing mascaras from Well People and was impressed with both. The Pro (pictured) needed a few layers to show up well, but I loved how orderly my lashes looked after they were combed out with this one. The volumizing mascara comes in brown and it gives you volume and definition without being too clumpy. Just like with most mascaras, though, hope that the volumizing mascara dries before you have to sneeze or you’ll have a mess on your hands.” – Emily, Editorial Director
Also Available At:
CREDO
Thrive Market
4. Cheekbone Beauty
Best For | Lightweight coverage
Natural & Organic Ingredients | Clean, vegan, and cruelty-free ingredients
Price | $29
Cheekbone Beauty is more than makeup — it’s an Indigenous-owned and founded beauty company that’s reimagining who is portrayed in the mainstream beauty industry. From raw ingredients to final packaging, Cheekbone searches for the very best (and least environmentally damaging) way to source and create its product line. We especially love all the bold colors and packaging — another nod to Cheekbone’s Indigenous roots and commitment to vibrant self-expression. We’re excited to keep an eye on the refillables as we continue to minimize our makeup waste.
Our Editor’s Review | “My first impression of this brand was one of pure joy—from the colorful packaging to the founding principles of sustainability and self-expression, Cheekbone Beauty just feels like a celebration. The mascara is lightweight (on eyes and in its packaging!) yet still beautifully buildable if you prefer a bolder, more impactful look. I found this one to be the best for length without being too bulky, and I love to toss it my bag for on-the-go touchups.” – Emily, Editorial Director
5. Juice Beauty
Best For | Plant dyes
Natural & Organic Ingredients | Plant-derived phyto-pigments, vegan, & organic ingredients
Price | $24 — $25
If you’re looking for a feathery-soft mascara, Juice Beauty’s Phyto-Pigments Ultra Natural Mascara might be your new go-to. The non-drying nutrient-rich formula emphasizes natural lash definition while also adding dramatic length. It’s made from organic aloe leaf juice, plant wax, rose powder, and purple carrot phyto-pigments. Cruelty-free, packaged in eco-friendly materials, and a slender brush for perfect application…what hasn’t the team thought of?
Our Editor’s Review | “As someone who grew up wearing Maybelline Great Lash, I found Juice Beauty’s natural mascaras had the same ease of application (except with way better ingredients). The Lash Defining mascara is easy to apply and gives me lots of lashes, and the Ultra-Natural mascara gave me a softer, pretty look. These mascaras are a bit wetter than others so make sure you give yourself a little extra drying time. But, out of all the mascaras I tested, I grab these most frequently because of how soft they are to apply.” – Emily, Editorial Director
Also Available At:
ULTA
6. 100% PURE
Best For | Range of colors
Natural & Organic Ingredients | Certified organic ingredients
Price | $28
We’ve been longtime admirers of 100% PURE’s dedication to health and beauty, and the brand’s mascara is a must-have makeup product. The Ultra Lengthening Mascara coats lashes with healthy conditioners, never stripping them of their natural protective agents. A mixture of black tea, berries, and cocoa pigments creates the perfect shade for darkening lashes, while also lengthening and separating them. Plus, it’s cruelty-free, vegetarian, and made in the USA.
Our Editor’s Review | “100% PURE mascara is another perfect fit if you’re looking for swipe-and-go application. (Just don’t get too flippant with it, as it is a wetter formulation and can run if you don’t give it a moment to dry. I really liked the brown shade, which had the bonus of actually smelling like cocoa 😋. Plus, with four colors to choose from, there are great options for tweaking your look ever so slightly to suit your skintone or your makeup.” – Emily, Editorial Director
7. Jones Road
Best For | Thick, high impact lashes
Natural & Organic Ingredients | Clean ingredients, cruelty-free
Price | $26
Jones Road, founded by none other than Bobbi Brown, aims to create makeup-artist-worthy cosmetics at affordable prices — using only clean ingredients. The brand follows stricter guidelines than the E.U. rigorous standards to eliminate the use of over 2,700 potentially harmful ingredients. You won’t find parabens, phthalates, sulfates, petrolatum, PEGs, cyclic silicones, EDTA, or BPA in these cosmetics (and so many more). You can read our firsthand review of Jones Road here.
Our Editor’s Review | “My first impression of this mascara is that it is THICK. The curved wand isn’t something I’m used to using, but I do like how it helps me layer and rotate around for extra lift and coverage. And as someone who cannot figure out eyeliner, I liked the thick almost-liner effect of this mascara at the base of my lashes. You can even gently press up on your lashes while this is drying and achieve a little extra lift without an eyelash curler.” – Emily, Editorial Director
8. Saie
Best For | Moisturizing
Natural & Organic Ingredients | Strengthening & moisturizing ingredients, cruelty-free, gluten-free
Price | $26
Get long, lifted lashes with Saie Mascara 101, a clean, buildable formula designed to condition, strengthen, and lengthen while staying put all day. Enriched with organic beeswax, shea butter, and a hydra-mineral complex, it nourishes lashes with every swipe. Available in classic Black and a new warm Brown, this award-winning mascara is cruelty-free, gluten-free, and eco-conscious. While the tube is currently made from virgin plastic, the brand is working on recyclable and biodegradable alternatives. In the meantime, you can recycle the cleaned components through home recycling or programs like Pact Collective.
Customer Review | “I love this mascara. The quality is so nice and it doesn’t clump my eyelashes. It separates them super well and gets my end lashes perfectly
“ – Alissa M. (Read all reviews.)
9. Typology
Best For | Silicone-free formula
Natural & Organic Ingredients | 95% naturally derived, vegan, made in France, made with castor oil, plant fibers & pea peptides
Price | $30
The Typology Serum Mascara combines beauty and care with 95% naturally derived ingredients creating the ultimate lash formula. The vegan, silicone-free formula enhances lash length and volume while remaining lightweight and clump-free. Its active ingredients, including pea peptides and lash-strengthening castor oil, ensure healthy, nourished lashes. Made in France, it’s easy to swipe on for natural, feathery results and simple to remove with micellar water. With its eco-conscious formulation, this mascara is a must-have for healthy, beautiful lashes!
Customer Review | “Best mascara on market that I’ve tried. It is not clumpy or flakey and it almost look like you don’t wear a mascara. It enhances lashes and overall look with it without being overpowering. It is perfect for that natural look. I love it. ❤️“ – Iva M. (Read all reviews.)
Featured image from Well People
