How to Apply RISE Mascara: Our Best Lengthening Mascara

In the quest to make Milk Makeup’s best lengthening mascara, we considered a lot of things. We wanted to create a lifting, lengthening formula that felt completely lightweight on your lashes. We also were inspired by all the natural, glowy makeup looks flooding our Instagram feeds—and wanted to make the perfect formula to complement that vibe. The result: our newest addition, RISE Mascara. Not only does it check off every box on that list, it’s also got a 93% natural formula that’s clean, vegan, and cruelty-free. It's the ideal everyday mascara our Milk Fam has been waiting for, and they're not the only ones who are genuinely obsessed—it's also gotten rave reviews from beauty editors. RISE is such a game-changer, Glamour magazine even named it The Best Clean Mascara of 2022. You could say it doesn’t just raise the bar for mascara, it smashes right through it.

Models with sparse lashes and curly lashes show lashes before and after Milk Makeup RISE Mascara

Models with light lashes and straight lashes show lashes before and after Milk Makeup RISE Mascara

What is RISE Mascara?

Who will love RISE? Basically, anyone. It was created with the intention to give you extremely natural-looking lashes, but not so subtle that you don’t notice a difference. Think “your lashes, but better”—like the white sneaker of your makeup collection that you can wear without even giving it a second thought. We tested it on every lash type: straight, full, sparse, curly, you name it. It delivered on all of them. On my light lashes, it gives the perfect amount of tint and visibly lifts them for an awakening effect that makes me look bright-eyed even when I didn’t get enough sleep the night before. I love wearing RISE with clean skin and a bright lip, but it works just as well for a full-on smoky eye or colorful liner look.

As for how it compares to another mascara you might already know and love (namely, our award-winning, cult-favorite KUSH Mascara that brings the drama like a combat boot)? We wrote a whole guide on the difference between RISE Mascara and KUSH Mascara for a more in-depth breakdown.

Is RISE a vegan mascara?

Like everything we make, RISE is clean, vegan, and cruelty-free. The 93% natural formula is infused with nourishing monoi oil and marigold extract to help strengthen and condition your lashes, so they look healthier and feel soft. Our team loves wearing RISE because it’s so lightweight, you won’t even notice you have it on.

RISE’s formula is where two worlds collide: nature and technology joining forces to create next-level technology. “RISE is your favorite lash curler’s new BFF because it really holds the curl,” says Sara Wren, our Director of Artistry. That’s where our proprietary Vegan Lash-Wrap Technology comes in. It features a blend of four vegan waxes that bind together to wrap each lash, delivering precise definition and subtle volume so lashes stay long, curled, and clump-free. The formula is also ophthalmologist-tested and safe for contact lens wearers.

Milk Makeup RISE Mascara marigold extract ingredient image

Lash Lift Brush in Milk Makeup RISE Mascara helps lashes hold a curl

How to Wear RISE Mascara

That signature lift is all thanks to RISE’s advanced design, which lets you get the maximum effect out of your tube. Our Lash Lift Brush features a curved shape that hugs each lash and helps hold a curl, while micro grooves on the bristles help deposit the perfect amount of formula. To use it, grab the ridged, ergonomic tube (the grip design was actually inspired by a high-performance sneaker), and pull through in an upward motion. You don’t need to do that classic “mascara wand wiggle," since the brush takes care of it for you. We like it best on curled lashes to enhance the lifting effect.

For a similar look on your lower lashes, Sara relies on this trick: Position your brush horizontally, not vertically, and sweep through. "It’s all about having the curve of the wand match the curve of your bottom lash and gently pulling it through,” she says.

As a true everyday mascara, RISE works with any look you can dream up. If you need inspiration, we’ll share one colorful idea to kick-start your time together. “Of course you can throw it on a bare eye and be done, but I love to pair it with our Color Chalks,” says Sara. “Especially for a bold colorful look, a softer lash won’t take away from the payoff.”