Here at Milk HQ, a lot goes into creating our best mascaras. From the award-winning Milk Makeup KUSH Mascara to our newest RISE Mascara, we spend plenty of time playing with brush shapes, formulas, and even tube finishes to make sure you're getting the ultimate lash effect.
Recently, we've been hearing questions from the Milk Fam about how to choose the best mascara for you, so we're breaking it down here (and giving you some expert-approved application tips to maximize each formula's targeted benefits). Whether you like a dramatic look or a "your lashes but better" finish, read on for everything you need to know about our two best-selling vegan mascaras.
Volume vs. Length Mascara: What's Your Vibe?
Let's start with results. When it comes to your best mascara, think about the factors that are most important. If a bold, dramatic effect is at the top of your checklist, reach for Milk KUSH Mascara, our best volumizing mascara. This nourishing formula instantly gives you super thick, high volume lashes, is intense from the first coat, and stays easily buildable if you want to add even more drama.
"Ditching the false lashes and moving towards an easier lash is always my go-to," says Sara Wren, our Director of Artistry. Whether on set or on-the-go, Sara reaches for this tube whenever she wants to add extra impact to a look.
For days when you want to keep it more chill with a natural look mascara, that's where RISE Mascara comes in. We designed our best lengthening mascara to weightlessly lift, lengthen, and add subtle volume to give you the most natural-looking lashes possible. Think your lashes but better.
As a bonus, you also get curl from the combination of a lightweight formula and its specially designed Lash Lift Brush. "It gives crazy curl with the curved brush and these cool wavy bespoke bristles," says Sara.
Don't just take her word for it, though. RISE is such a game-changer, Glamour magazine named it The Best Clean Mascara of 2022, and PopSugar said it's "perfect for everyday wear" (particularly if you're big on the "soft look" trend that's having a moment all over TikTok.)
So, to put it all in fashion terms, think of KUSH Mascara as the combat boot of your makeup routine—bold, badass, ultra dramatic—and RISE Mascara as the perfect white sneaker of your mascara wardrobe: It's easy, dependable, and something you’ll wanna wear every single day.
 |
 |
|
 |
"It delivers similar benefits to a tubing formula—long-lasting hold, longer-looking length, precise definition—but with a vegan formula," says Milk Makeup Co-Founder and COO Dianna Ruth. "Instead of using polymers that create physical 'tubes' on your lashes, it uses four types of vegan waxes—sunflower seed wax, carnauba wax, tree berry wax, and candelilla wax—that bind together to wrap each lash in a weightless coat to keep your lashes lifted, curled, and clump-free."
Are KUSH and RISE mascaras waterproof?
If you’re looking for our best waterproof mascara, you’ve got options. KUSH Waterproof Mascara and RISE Waterproof Mascara both take what you love about the OG formulas, but make them water-resistant so they’re even more smudge-proof. These formulas are a great option for when you want an extra long-wear mascara that can last all day. So if you’re at the beach, at a wedding, or just a really long shift, rest assured that our waterproof mascaras are sweat-proof, tear-proof, and life-proof. They’ll still be on at the end of the day.
|
|
|
How to Apply KUSH Mascara
How is KUSH able to deliver such intense volume? The mascara’s tapered tree-shaped Volume Boost Brush has criss-cross, medium-firm bristles that catch and coat every lash in intense black mineral pigment. It effortlessly loads up your lashes with a single coat for a defined, clump-free effect. The tube also brings the drama with its sleek gunmetal finish.
To get the full KUSH glam moment, follow a few expert tips from Sara. "I love layering KUSH Mascara with KUSH Lash Primer for a quick, dramatic false lash effect," she says. "Both formulas have hollow heart-shaped fibers that grab every lash and build volume from the root." Who needs falsies when you’ve got KUSH?
If you tend to smudge or smear your mascara on your eyelids while applying, she recommends changing your application approach. Instead of looking straight into a mirror at eye level, look downward while you apply. "It's life changing," she says. "It gives you space to move the brush up your lash without touching your lids. I also love this trick when applying liquid eyeliner.”
To get a similarly clean finish on your lower lashes, Sara recommends holding the tapered brush tip vertically to lightly coat them.
How to Apply RISE Mascara
RISE is equipped with its own unique brush. The Lash Lift Brush features wavy bristles designed to deposit product onto your lashes evenly for natural, weightless definition with every swipe. Notice the curve of the brush? It easily hugs your lash line to give a lifted effect, enhancing length, volume, and curl with no flaking. No matter if you have short lashes, straight lashes, or long lashes, the design ensures that each lash is equally coated. The tube is inspired by a high-performance sneaker and ergonomically designed for easy grip and an even smoother, mess-free application.
To get the best results with this formula, simply sweep the brush upward and outward. You don't need to concentrate product at the root, since the brush takes care of that for you. "The bristles recreate the classic mascara wand wiggle we all do by grabbing every single lash and lifting from the root," says Sara. For a super curled finish, she likes to prep clean lashes with the Shu Uemura Eyelash Curler to lock in the look.
For a similarly lifted and defined effect on the lower lashes, position your brush horizontally, not vertically. "With RISE Mascara, it’s all about having the curve of the wand match the curve of your bottom lash and gently pulling it through," says Sara.
Pick your preferred vibe, and proceed accordingly. Better yet, grab one of each to pair with any makeup mood you're feeling.
"
