PrimeLash Mascara is the world’s only healing mascara for mature eyelashes. Let us tell you what that means.

When you put on your regular mascara, the lashes are coated with pigments and stiffened. Most of the work is done by the volume of pigment deposited. So the more coats you apply, the more elongation you get.

This comes with a whole basket of issues:

• Chemicals in mascara formulations dry out your already thinning, brittle eyelashes.

• The double and triple coats are hard to wash off. Especially if the mascara in question is water-proof.

• So much pigment leads to lashes clumping together and that unseemly black tint under the eyes - called panda eyes.

But PrimeLash Mascara takes a different approach.

1. It combs and separates thinning and sparse lashes.

2. The applicator deposits an optimum volume of pigment. Enough to smoothly coat each lash. No excess to create clumps.

3. The formula itself is developed to feed your lashes essential vitamins and hydration (in two clean coats) to offer up to 20x lash elongation, immediately.

4. The herb oils contain bioactive nutrients which heal and repair damage, as you go about your day with stunning lashes.

5. This product is pH balanced, hypoallergenic, and cruelty-free.

In short, PrimeLash Mascara is good for women of all races and ethnicities - whether they are 50, 60, 70, or beyond.

Yes, absolutely.

That is why this mascara was made and spent years in order to get the best-performing ingredients to help women of thin and sparse eyelashes, and make them long and thick!

PrimeLash stands out from every other mascara you’re likely to find because it’s specifically made for women in their 50s, 60s and beyond.

• It’s made to lengthen, volumize, separate and define the shorter, finer lashes that women often experience after 50.

• It’s a moisturizing mascara that highlights your lashes without drying them out.

• Its soft black color complements every complexion and hair color without looking harsh or severe. (This color is particularly flattering for silver sisters!)

• It’s made with safe, healthy ingredients that help your lashes retain their moisture, encourage lash growth, hydrate your lashes and prevent lash breakage—among other benefits.

• It’s hypoallergenic, made for the most sensitive eyes.

• It’s designed to be wearable all day long.

• Its lengthening, defining wand prevents clumping and flaking.

• It resists smearing, smudging, and running.

• This water-based mascara dries quickly and won’t cause your eyelashes to clump or stick together the way oil-based formulas can.

• It’s designed to go on smoothly and easily. It comes with a medium-sized silicone brush that’s slightly tapered so you can easily reach all your lashes.

• It’s NOT waterproof because waterproof mascaras contain harsh ingredients that can lead to dry, brittle lashes in your 50s and beyond.

• As a water-based formula, PrimeLash has a neutral pH. This makes this mascara a healthier option to use when you have delicate skin around your eyes—as many women do after 50.

• It’s a buildable formula that allows you to easily add multiple coats for a more subtle or dramatic look, as you like.

• It’s a clean beauty formula with ingredients we are proud to use.

• It’s easy to apply and easy to remove, so you can add it to any “less is more” makeup routine—and still complete your makeup in 10 minutes or less.

From top to bottom, PrimeLash is designed to flatter your eyes, skin and complexion in your 50s and beyond. We invite you to try it and see for yourself.

PrimeLash Mascara is available in three popular mature shades:

• Black. This is a soft, inky black that suits pale complexion and silver hair. We’ve used premium quality iron oxides for saturation, bypassing the problem of a harsh and over the top end look. Use this color for instant drama and attention. Perfect for parties and date nights.

• Brown. A true brown. Not black playing pretend. Rich… almost woodsy. It is a blonde’s best friend. The undertones of burgundy also flatter redheads. Perfect with freckles! Bewitching and almost invisible. Yet the length and volume still impress.

• Navy. Not your 80’s electric blue. This hue is sapphire bellied. Think Lady Diana’s peepers. Whitens and brightens tired eyes. Matches coppers, browns, golds and all jewel tones. Ultra-natural finish. No one will ever guess.

• Mulberry. Unbeatable combination. The modern lift, definition, and tubing formula of the iconic PrimeLash Mascara, in a royal shade that's as rare and elusive as the legacy of purple. Mulberry is perfectly balanced. It is rich with neutral purples that are neither too icy, nor too berry; flattering every skin tone and eye color. Soft with (almost) black depths at a distance. Intriguingly brightening and feminine up close!

Yes! PrimeLash is designed to be hypoallergenic. It's made for the most sensitive eyes and delicate skin around the eye area. This unique formula does not contain any of the harsh chemicals or additives that can often cause eye reactions.

PrimeLash has a water-based formula, instead of the oil-based formulas you often see in mascaras. We chose this water-based formula because it has a neutral pH, making it healthier for the delicate skin around your eyes.

PrimeLash is made with pure, safe ingredients and without animal testing. We chose every ingredient with extreme care, so it can be used by women with the most sensitive eyes.

Flaking mascara is also a key reason why mascara can irritate eyes. PrimeLash moisturizing formula combined with its wand prevents this from happening.

It’s NOT waterproof, however, it's water-resistant.

What's the difference?

Waterproof mascaras contain harsh ingredients that can lead to dry, brittle lashes in your 50s and beyond. Water-proof mascaras are also a nightmare to get off.

On the other hand, water-resistant mascara, like our PrimeLash Mascara, will last all day and hold up through hot summer days, sweat, tears, rain and any other situation where eyes can water.

Although our mascara is water-resistant and will last all day, even during the hottest days and intensive sports activities, it is easy to remove it after a long day.

PrimeLash Mascara. Black

Aqua (Water), Styrene/acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, CI 77499, Glycerin, Stearic acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, Triethanolamine, Hydroxyethyl cellulose, Methylparaben, Propylparaben, Parfum

PrimeLash Mascara. Navy Blue

Aqua (Water), Styrene/acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, Ultramarine Blue, CI 77499, Glycerin, Stearic Acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, Triethanolamine, Hydroxyethyl cellulose, Methylparaben, Propylparaben, Parfum

PrimeLash Mascara. Brown

Aqua (Water),Copernicia Cerifera (Carnauba) Wax, Acrylates Copolymer, Synthetic Wax, Propylene Glycol,Glyceryl Stearate, Ethylhexyl Myristate, CI77499, CI77491, Carbomer, Phenoxyethanol, Methylparaben, Ethylparaben, Propylparaben

PrimeLash Mascara. Mulberry

Aqua (Water), Styrene/Acrylates Copolymer, Synthetic Candelilla Wax, Beeswax, Polyvinyl Alcohol, Glycerin, Stearic Acid, Glyceryl Monostearate, Cetostearyl Alcohol, Polysorbate 80, CI 77499, CI 77891, Triethanolamine, Squalane, Aluminum Hydroxide, Hydroxyethyl Cellulose, Barium Sulfate, Methylparaben, Propylparaben, Parfum, Rosin, CI 77007, CI 45410

Absolutely not! PrimeLash is 100% cruelty free.