Mascara Journey

For so many women, it can feel like the fun starts to fade as we get older.
Not because we want it to—but because life gets louder, responsibilities pile up, and somewhere along the way, we start hiding parts of ourselves and we let go of getting our needs met.
 
The world tells us to be practical, to be polished but not too perfect and that you can have it all. But you eventually learn that comes at a steep price  - exhaustion, overwhelm, eventually burnout and before you know it, you start shrinking.
Something has to go to keep all the balls in the air, so it starts with your needs. The things that fulfil only you.
That's efficient right?

Your family, your work, they need your time and a large number of people are impacted, so you stop doing things just for you and you keep on going.
But over time it turns down the dial on what makes you you. 
You become duller, less visible, and shadow of your former self, giving so much all the while hoping someone or something will giveback to you and fill your needs.

After my divorce, I realised I had lost parts of myself. Not just in the big ways, but in the small, everyday ways—like how I moved through the world, how I saw myself, and how I cared for myself.
I was never someone who wore a lot of makeup, and even now, I don’t pile it on. But for me, putting mascara on (and having fun with it) became one of those tiny rituals that reminded me who I was. A little act of rebellion. A moment just for me.

And that’s exactly why I created this mascara. Because makeup shouldn’t be about following rules or looking a certain way for someone else. It should be about reclaiming your own fun, freedom, and self-expression.
Whether that means a bold pop of colour that’s impossible to ignore, or something more soft and subtle that gives you that quiet, confident knowing—it’s not about what others see. It’s about how you feel.

I’ve spent years perfecting this formula (3 and a half to be exact). Not just to make a mascara that actually works—that stays put, doesn’t smudge, and washes off without a fight—but to create something that gives women permission to play again. To have fun. To step back into their own magic.

I know some people see just another makeup product. But we both know there’s far more to it than that. A great mascara is about confidence, self-expression, and taking back that moment in your day just for you. And I think it’s time you took that moment back.

For years, I searched for a mascara that actually did what it promised.

Something that stayed put all day without smudging, that washed off easily, didn’t irritate my eyes and wasn’t full of toxic ingredients.
At one point I started tinting my lashes, but that was often a painful process, it concerned me to be putting the chemicals so close to my eyes and it took time I didn’t really have to spare in my day.

So when I started making makeup, mascara was the ‘holy grail’ product. It was the one thing I really, really wanted to perfect, but it eluded me. 

For three and a half years, I worked on creating an organic and nourishing formula that not only stayed on all day but that actually left my lashes healthier. Mixing and testing dozens of batches (62 to be exact), has been, let’s say…a journey! 

It felt a bit like Goldie Locks 😀 Some were too runny, others too clumpy, some just slipped off my lashes and left me looking like a panda, some wouldn’t come off with water, and others you could barely notice. 
But I kept pushing, learning more about the chemistry behind great mascara and how different ingredients interact.

I even created a cake mascara, this style of mascara was popular between 1915-1950's, where you add water to a cake of mascara with your brush, but once I perfected the formula I realised it was messy, inconvenient, and took way too much effort to apply.
It just wasn’t practical and your bathroom sink looked like a crime scene every time you used it!

So I went back to the drawing board and finally, finally (cue: “ahhhhhh” holy moment music) I found a natural way to make the mascara stick to your lashes all day, thank you acacia gum, and still be able to be removed with water.

I’ve kept the formula as simple as possible and jam-packed it full of yummy nutrient rich ingredients for healthy lashes.
And now we finally have it.

A mascara that is gentle yet powerful; that adds volume without clumps, length without brittleness, and depth without smudging, and washes off easily at the end of the day. 

The result: a bold and alluring organic mascara packed with lash-loving ingredients like castor oil, jojoba oil, and aloe vera, blended with just the right balance of natural adhesives to stay put all day—without irritating your eyes.

I hope you reclaim your wild youth with a bold vibrant colour, or just start to explore your inner rebel with a fun more subtle shade.

Mix and Match your mascaras colours here

❤️ Catherine