The Mascara Edit: Comparing Our 4 Mascara Formulas
One of the most common questions I get asked is, “Which mascara should I try first?” With so many clean beauty formulas claiming volume, lift, and lash care benefits, it can be overwhelming to choose. At Shimmer, every product on our shelves has been personally tested and handpicked for a reason. Today, I’m breaking down the four mascaras I currently stock—each with their own strengths—to help you decide which one is the right fit for your lashes.
Tok Beauty Eye That Tok Mascara
Available in Black and Brown
If you’re looking for a mascara that doubles as a conditioning treatment, Tok Beauty’s Eye That Tok is a beautiful starting point. It’s formulated with plant-based ingredients like horsetail plant extract, pea protein, and bayberry wax that help support lash strength and retention over time. The flexible silicone wand is designed to separate each lash for a clean, defined look that doesn’t smudge, making it a great everyday option for those who want a soft, natural finish.
Best for: Clients who prioritize lash health and prefer a clean, minimal look. The brown shade is especially beautiful for softening the lash line on fair complexions or those who don’t love the harshness of black.
RMS Beauty Straight Up™ Volumizing Peptide Mascara
RMS’s Straight Up Mascara is where clean ingredients meet performance. It’s infused with peptides to nourish lashes while delivering noticeable volume and lift. This formula has a more traditional bristle brush that grips lashes from root to tip, creating bold, fluffy volume without flaking or smudging. Consumer studies reported 96% saw an immediate lift, and many of my clients who want a clean alternative to conventional volumizing mascaras have been thrilled with this one.
Best for: Customers who want visible volume and lift with the added benefit of lash conditioning. If they’re making the switch from a mainstream “big volume” mascara and are worried about clean alternatives not performing—this is the one I recommend.
Sweed Beauty Cloud Mascara
The Cloud Mascara from Sweed has quickly become a standout for clients who want soft, fluttery volume with a lifted, curled effect. The oversized, fluffy wand builds dramatic length and volume without weighing down the lashes. It’s infused with vitamin B5 for added lash care and creates a wide-eyed effect without the need for a lash curler.
Best for: Those who want lashes that look naturally full, curled, and fanned out. Perfect for clients who love the idea of “lash extensions in a tube” but want a clean formula that’s easy to remove.
Sweed Beauty Lash Lift Mascara
Sweed’s Lash Lift Mascara is designed for precision and separation. The slim brush allows you to reach right to the base of the lash line, creating lift and definition from root to tip. It’s buildable, clump-free, and stays put throughout the day. This is the mascara I recommend for anyone who has fine lashes or struggles to find a brush that can truly catch every lash.
Best for: Clients looking for clean definition and lift, especially those with shorter or straighter lashes who want a noticeable root-lift effect without a heavy, voluminous look.
How I Guide Clients in Choosing
When customers are deciding between these mascaras, I always start by asking what’s most important to them:
Do they want volume and drama? Start with RMS Straight Up or Sweed Cloud.
Is a natural, everyday look their goal? Tok Beauty is a perfect match.
Are they after precision and separation? Sweed Lash Lift will be their best friend.
Each of these mascaras has earned its spot at Shimmer not just for their clean ingredients, but because they genuinely perform. I always say: if I don’t love how a product wears on my own lashes, I won’t recommend it to you.
