The market for cleansing mascara is changing, mainly because of consumer preferences. Reminder: There is no fixed definition of clean beauty; some founders focus on creating formulas with safe ingredients, while others take a more comprehensive approach. "We will consider the sourcing, safety, sustainability, ethics and transparency of the brands we sell," Credo co-founder Annie Jackson previously told Shape.

Regardless of their philosophy, clean mascara brands are now turning to new pigments and formulation innovations to create larger, bolder, and thicker eyelash looks than ever before. This is the expectation in your tube today.

As the demand for cleansing mascara increases, so does the performance of the product. Initially, the subtle vision of makeup without makeup was considered when developing natural or clean mascaras. But as more and more people want the double whammy of clean products and bold impact, the brand is constantly evolving to create more attractive new formulas featuring mixed ingredients and ideal brushes that help Achieve lifting, plumping, and no blooming effects. For example:

Cosmetic formulators of cleansing mascara have begun to look for valuable natural and synthetic carbon substitutes. Carbon is safe but an ecologically unfriendly petroleum-based pigment that traditionally gives mascara a deep black hue.

To make your clean mascara more eye-catching, pair it with an eyelash growth treatment that uses peptides, a specific amino acid that promotes stronger and fuller hair growth. Vegamour Vegalash Volumizing Serum (purchase, $80, vegamour.com) contains peptides and mung beans, which have been shown to help prevent excessive hair loss. (None of the above clean mascaras meet the requirements? These natural mascaras will give you flowing eyelashes without suspicious chemicals.)