The Problem with Natural Mascara

Alima receives many interesting, supportive, and informative questions and comments each day. We love hearing from you and want to take this opportunity to thank you for keeping in touch with us and for sharing your cosmetic preferences and needs. Your feedback is incredibly inspiring and absolutely factors into the products Alima designs and the decisions we make.

One question we receive frequently is: “why doesn’t Alima offer a mascara?” It appears that many are keen for the inclusion of a natural mascara into Alima’s line. The idea of a natural mascara is wonderful on the surface, but more complicated upon closer inspection. In fact, mascara (as a “damp” product) requires preservatives in order to be safe for use around the eye area. Without such preservatives, mascara runs the risk of causing eye infections—not a good thing!

Any mascara Alima were to create would necessarily contain an assortment of preservatives, making it a “hybrid” product composed of both natural and unnatural materials. While we love mascara as much as everyone else, Alima’s area of focus has always been on natural beauty and on the creation of luxurious products that use as few ingredients as possible. We love what we do and like to think that we do it well…but, to be perfectly humble and frank, the mascara industry has evolved into quite a sophisticated animal.

Today’s mascara possesses attributes ranging from curling to lengthening to thickening, to conditioning to emulating the look of false eyelashes. Further, customers now have the option of growing longer and thicker eyelashes with the use of lash-lengthening treatments. The cultivation of luscious lashes is suddenly an industry and art form in it’s own right.

We prefer to focus on continuing to create truly natural cosmetics; a path forged with endless opportunities as well. So, while you may not see a lengthening, thickening, conditioning, fortifying, waterproof, all-natural mascara in our line in the immediate future, you will see many other new exciting and fresh innovations.

Thanks so much for your thoughtful questions and keep them coming!

Adriane