THE CLAIM There's no shortage of innovation in the mascara category. But what makes Organic Wear special is that it contains no synthetic polymers and dyes, no thickening fibers, and no synthetic solvents. Instead it uses rice protein and tapioca starch to boost volume.
THE EXPERT SAYS "I love the rich black tone," says Barose. "Several hours after applying, lashes still feel soft and well conditioned, not crunchy or dry."
OUR VERDICT The jumbo brush takes some getting used to. Try this one-sweep technique: Hold the brush at the bottom of the lash and wriggle it back and forth to deposit pigment. Then pull upward through the tips of lashes.
TRY IT YOURSELF
Physicians Formula Organic Wear 100% Natural Origin Jumbo Lash mascara, $10; physiciansformula.com for stores.Read MoreLess