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Rise and shine: Milk Makeup launches new game changing vegan mascara dubbed the RISE

RISE mascara

When it comes to beauty, there are many essentials on our list. Skincare, brows and a glowing base may be three foundational aspects, but the morning makeup routine would be utter chaos without mascara. For years, there has been much debate about what makes a good mascara - is it volume? length? or overall wearability ? Of course all three make a good mascara but, the better question to ask is what makes a great one, and the answer is one that can do all of the above things and do its due diligence to serve the planet. Well, thankfully the mascara gods have given us our wish here. With Milk Makeup launching a new mascara that encompasses all of this and so much more.

Somehow, it has been four whole years since Milk Makeup last launched a mascara. Social media erupted in applause with the arrival of the Kush mascara, the mega watt volume enhancer that changed the game for us lowly lashed folk. Turning our meagre lashes into fibrous plump masterpieces. We still don't fully understand how a few strokes of the wand can give you an instant eyelash lift. TikTok was in agreement, with a surge in trending hack videos, showing how best to achieve the look with very little tools. I use kush mascara from milk makeup  #makeuphacks #makeuproutine #eyelashes #fyp ♬ cant erase - weeping audios

Like its sister Kush, the RISE is a product promising to lift, lengthen and curl the lashes while providing weightless volume without clumping. So, just what else is there to know about this beauty.


What makes the RISE mascara different?

For starters and most importantly, it's 100% vegan. It's the first 93% mascara that lifts, lengthens, and curls, while offering weightless volume with zero clumping or smudging. On an even better eco-friendly note: It’s clean and cruelty-free. The revolutionary Vegan Lash-Wrap Technology features a blend of four vegan waxes that fuse together to wrap each lash, granting precise definition and buildable volume, so lashes stay curled, lifted, and clump-free.

The difference here is how the Vegan lash wrap conditions as it coats, after only one coat you can see how it isn't dehydrating on the lashes. This is all thanks to the 93% natural, vegan formula that is blended with hydrating ingredients like monoi oil and marigold extract to help strengthen and nourish as it coats.


How do I use the mascara to my best advantage?

Directions for use are very simple, while a lash curler is not required with this. You can always opt for one for that added extra oomph. We like Charlotte Tilbury's Life Changing Lashes for a welcome aesthetic display on the bathroom shelf.

  1. Hold brush in line with the curve of your lashes
  2. Swipe root to tip and build for more volume.
  3. Use the tip of the brush to define inner and lower lashes.


Where to buy the RISE mascara ?

You'll be able to get your hands on this in store or online at Sephora from February 15th and of course available from Milk Make Up online.


What about colour range and size?

The mascara comes in both a mini size perfect for the travel bag and the full size. Currently it's available in a rich black hue, a highly pigmented black for added intensity. In terms of packaging, for those of us who are extra green the box is made of 100% PCW paperboard, FSC certified.

In the meantime, we will wait with bated breath for the additional hacks from the TikTok beauty community who no doubt will show us a way to enhance our overall RISE experience. Still wanting more? You can take a look at our list of best lip oils dupes for your conditioning pleasure.


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Images via Milk Makeup.