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.
A plant-based formula, with a silicone wand to comb every lash, Eyes That TOK Mascara gives your lashes volume and length while conditioning and strengthening your natural lashes to promote healthy lash growth. Using ingredients like horsetail plant to strengthen your lashes, pea protein to prevent breakage, and bayberry wax for an all day water-resistant hold, this everyday mascara will have your lashes looking long and full.
Our Eyes That TOK Mascara is packaged consciously using recyclable plastic and an aluminum shell, and sent with love in eco-friendly and compostable shipping materials.
8ml net weight
Cruelty-Free
Gluten-Free
Vegan
Semi-Waterproof
Conditions Lashes
Reduces Breakage
Promotes Growth
Made in Canada
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.
Lift, lengthen, nourish. Powered by peptides. Lasts all day.
BENEFITS & USES
12 hours of full lift & volume
Strengthens, revitalizes and thickens
Smudge-free, flake-free, clump-free
Ophthalmologist tested
DETAILS
What It Is:
A clean and smudge-free mascara
What It Does:
Delivers 12 hours of full lift and volume while it nourishes lashes.
What Makes It Special:
A pro peptide helps strengthen, revitalize, and thicken. Exclusive tri-locking system creates smudge-free, flake-free long wear. Plush brush lays on the drama.
Sustainability: Inner bottle is made of 50% PCR with an aluminum overshell that is 10% recycled aluminum. Outer carton made of 80% post consumer recycled paper, forestry certified, made with windpower.
Full Size, 10ml
Travel Size, 4.5ml
INGREDIENTS
Water/Aqua/Eau, Euphorbia Cerifera (Candelilla) Wax/Candelilla Cera/Cire de candelilla, *Butyrospermum Parkii (Shea) Butter, Polyglyceryl-6 Distearate, Glycerin, Dimer Dilinoleyl Dimer Dilinoleate, Copernicia Cerifera (Carnauba) Wax/Cera Carnauba/Cire de carnauba, Polyglyceryl-10 Myristate, Cetyl Alcohol, Glyceryl Caprylate, Leuconostoc/Radish Root Ferment Filtrate, *Zea Mays (Corn) Starch (non-GMO), Butylene Glycol, Xanthan Gum, Arginine, Phenethyl Alcohol, Portulaca Grandiflora Extract, Camellia Sinensis (White Tea) Leaf Extract, Glycoproteins, Oligopeptide-2, Iron Oxides (CI 77499). * organic
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.
What it is: A clean mascara that gives maximum volume and limitless length in a blink. The unique Cloud Mascara wand delivers a beautiful volumizing effect and precisely separates each and every lash from root to tip for a dramatic fan-like effect that takes your lashes beyond your imagination.
WHY IT'S SPECIAL
• The unique wand allows you to precisely target every lash and gives you mega length and maximum volume on just one swipe
• The clean, flake-free and smudge proof formula is gentle to sensitive eyes and nourished with Panthenol (Vitamin B5) and creates long, full & lightweight lashes that keeps your long-lasting curl firmly in place.
• Lightweight, flexible and endlessly buildable formula that leaves your lashes glossy and holds a curl that stays.
• Flake-free formula that stays all day and doesn't clump or smudge.
• It’s water resistant but not waterproof and can be effortlessly removed – no scrubbing or tugging required.
This product is vegan
Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, and triclosa, and contains less than one percent of synthetic fragrances. This product is also gluten-free.
HOW TO USE
• Gently wiggle the wand from base of lashes to tips, layering to build extreme volume and limitless length.
• Allow a few seconds of drying time between coats to build the most extreme lash drama.
• Layer as desired for a more dramatic lash look.
• Excellent to use together with false lashes.
Pro tip: Get the most out of your eyelook - use our award-winning Eyelash Growth Serum (sold separately), that makes your lashes longer, fuller, darker and also gives a beautiful curl with gloss-effect.
INGREDIENTS
Aqua (Water), Oryza Sativa Cera (Oryza Sativa (Rice) Bran Wax), Hydrogenated Olive Oil Stearyl Esters, Isododecane, Alcohol Denat., Copernicia Cerifera Cera (Copernicia Cerifera (Carnauba) Wax), Palmitic Acid, Stearic Acid, Acacia Senegal Gum, Aminomethyl Propanediol, Candelilla Cera (Euforbia Cerifera (Candelilla) Wax), Panthenol, Phenoxyethanol, Polyvinyl Alcohol, VP/VA Copolymer, Chlorphenesin, Ascorbyl Palmitate, Iron Oxides (CI 77499).
Volume: 12ml
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. Plus, this formula has been a favorite of both Sabrina Carpenter and Gisele.
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.
What it is: A clean, award-winning, cult-favorite mascara that lifts, lengthens and separates with precision. Unlike most mascara brushes that leave the first third of your lash roots bare, this groundbreaking skinny brush starts coating each individual lash from root to tip creating maximum definition and a volume beyond belief.
WHY IT'S SPECIAL
Unlike most mascara brushes that leave the first third of your lash roots bare, the groundbreaking skinny wand starts coating your lashes at the roots for a beautiful lift and lengthening effect.
Lightweight, flexible and endlessly buildable formula leaves your lashes glossy and holds a curl that stays all day. Easy to wash off, keeping irritation and breakage at bay.
Flake-free formula that doesn't clump or smudge.
Infused with vitamin B5 to nourish your lashes.
The innovative brush lays sleek deep black pigment between each and every lash for an instant tightline definition for a fuller lash look.
It’s water-resistant, but not waterproof.
HOW TO USE
Gently wiggle the wand from base of lashes to tips, layering to build extreme length and powerful lift.
Allow a few seconds of drying time between coats to build the most extreme lash drama.
Layer as desired for a more dramatic lash look.
Excellent to use together with false lashes.
Pro tip: Get the most out of your eyelook - use our award-winning Eyelash Growth Serum (sold separately), that makes your lashes longer, fuller, darker and also gives a beautiful curl with a gloss-effect.
INGREDIENTS
Aqua (Water), Oryza Sativa Cera (Oryza Sativa (Rice) Bran Wax), Hydrogenated Olive Oil Stearyl Esters, Isododecane, Alcohol Denat., Copernicia Cerifera Cera (Copernicia Cerifera (Carnauba) Wax), Palmitic Acid, Stearic Acid, Acacia Senegal Gum, Aminomethyl Propanediol, Candelilla Cera (Euforbia Cerifera (Candelilla) Wax), Panthenol, Phenoxyethanol, Polyvinyl Alcohol, VP/VA Copolymer, Chlorphenesin, Ascorbyl Palmitate, Iron Oxides (CI 77499).
Volume: 8ml
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.
