Milk Makeup RISE Waterproof Mascara

Meet the brand new clean waterproof mascara that lifts, lengthens, holds curl, and adds subtle volume for the most natural-looking, defined lashes possible.

In the quest to make Milk Makeup’s best lengthening mascara, the brand considered a lot of things. They wanted to create a lifting, lengthening formula that felt completely lightweight on your lashes. They were also inspired by all the natural, glowy makeup looks flooding Instagram feeds—and wanted to make the perfect formula to complement that vibe.

The result: their newest addition, RISE Mascara. Not only does it check off every box on that list, it’s also got a 93% natural formula that’s clean, vegan, and cruelty-free. It's the ideal everyday mascara Milk Fam has been waiting for, and they're not the only ones who are genuinely obsessed—it's also gotten rave reviews from beauty editors. RISE is such a game-changer, you could say it doesn’t just raise the bar for mascara, it smashes right through it.

What is RISE Mascara?

Who will love RISE? Basically, anyone. It was created with the intention to give you extremely natural-looking lashes, but not so subtle that you don’t notice a difference. Think “your lashes, but better”—like the white sneaker of your makeup collection that you can wear without even giving it a second thought. It was tested on every lash type: straight, full, sparse, curly, you name it. It delivered on all of them

Like every product made by Milk Makeup, RISE is clean, vegan, and cruelty-free. The 93% natural formula is infused with nourishing monoi oil and marigold extract to help strengthen and condition your lashes, so they look healthier and feel soft.

RISE’s formula is where two worlds collide: nature and technology joining forces to create next-level technology. “RISE is your favorite lash curler’s new BFF because it really holds the curl,” says Sara Wren, Milk Makeup’s Director of Artistry. That’s where the proprietary Vegan Lash-Wrap Technology comes in. It features a blend of four vegan waxes that bind together to wrap each lash, delivering precise definition and subtle volume so lashes stay long, curled, and clump-free. The formula is also ophthalmologist-tested and safe for contact lens wearers.

Rise Waterproof Mascara will launch on 19 July 2023 at SpaceNK.