Brand | Tower 28 | Rituel de Fille | ILIA | TOK Beauty | SOSHE Beauty | Sweed |
Price | $20 Full Size, $12 Travel Size (Sold out) | $28 | $16-$29 | $28 | $32 | $30 |
Color Variants | Drift (Rich Espresso Brown), Jet (Black) | Midnight Black | After Midnight (Black), Before Dawn (Brown), Travel Size Black | Black (Natural Black), Brown | Black | Black, Dark Brown |
Suitable For | All lash types, sensitive eyes | All skin types, sensitive eyes | Sensitive eyes, contact lens wearers | All skin types including dry, mature, sensitive, blemish-prone, combination, normal | Sensitive eyes, all lash types | Sensitive skin |
Key Benefits | Volumizes, lengthens, defines, natural look | Lifts, lengthens, volumizes, curls, nourishes | Lengthens, lifts, separates, buildable | Volume, length, conditions, strengthens | Lengthens, thickens, serum-infused, water-resistant | Maximum volume, limitless length, separates lashes |
Formula Type | Vegan, clean, non-toxic, fragrance free, paraben free | 95% natural, vegan, fragrance free, alcohol free, gluten free | Clean, fragrance free, gluten free, soy free | Plant-based, vegan, fragrance free, alcohol free, soy free | Vegan, cruelty-free, gluten free, alcohol free, soy free | Vegan, gluten free, fragrance free, flake-free |
Wand Type | Triple-Wave Wand with 3 flexible bands | Bio-based fiber brush with castor plant bristles | Dual-sided wand | Silicone wand | Traditional brush | Unique volumizing wand |
Formula Features | Lightweight, buildable, no clumps, easy to wash off | Creamy, lightweight, flake-resistant | Buildable, flake-free, long-lasting | Water-resistant hold, conditions lashes | Buildable jet black, patented refillable design | Flake-free, water resistant (not waterproof), lightweight |
Key Ingredients | Castor Seed Oil, Olive Oil, Carnauba Wax | Argan Oil, Castor Oil, waxes, film-formers | Beeswax, Shea Butter, Arginine, Biotin | Horsetail plant, Pea protein, Bayberry wax | 5% Biotynyl-Tripeptide 1, rice bran & synthetic waxes | Panthenol (Vitamin B5) |
Testing & Safety | Ophthalmologist tested, contact lens safe, allergy tested | Ophthalmologist tested, safe for sensitive eyes | Ophthalmologist tested, safe for sensitive eyes | Ophthalmologist tested | Ophthalmologist and dermatologist tested | Suitable for sensitive skin |
Packaging | Sustainable, supports recycling with Pact | 94% PCR packaging | New lighter mono-material tube, reduces carbon emissions and waste | Vegan, fragrance free, alcohol free, soy free | Patented refillable design, fully recyclable | Clean, sustainable packaging |
Cruelty-Free | Yes | Yes | Yes | Yes | Yes | Yes |
Fragrance-Free | Yes | Yes | Yes | Yes | Yes | Yes |
Alcohol-Free | Not specified | Yes | Yes | Yes | Yes | No (contains Alcohol Denat.) |
Gluten-Free | Not specified | Yes | Yes | Not specified | Yes | Yes |
Vegan | Yes | Yes | Yes | Yes | Yes | Yes |
Buildability | Yes | Yes | Yes | Yes | Yes | Yes |
Water-Resistance | No | Yes | No | Yes | Yes | Yes (not waterproof) |
Reviews Rating | 4.5 stars (503 reviews) | 4.2 stars (116 reviews) | 4.7 stars (1931 reviews) | 4.7 stars (217 reviews) | 4.6 stars (85 reviews) | 4.6 stars (25 reviews) |