Accelerating naturalness in supermarkets

After Clever Beauty and La Bouche Rouge, who initiated the recyclable and refillable mascara (the latter only for Clever Beauty: Mascara Invincible, 8.5 g, €28.90; Refill 8.5 g, €24.90), we are witnessing this spring a surge of clean and/or eco-designed mascaras from the “heavyweights” of the sector in supermarkets.

L’Oréal Paris opened the ball in 2021 with its Volume Million de Cils Baume Noir mascara (just released in Brown, 9.4 ml, €13.90), whose formula is 99% natural origin and the brush made of recycled and recyclable plastic.

Now it’s La Provençale Bio’s turn (Mascara Volume Ardent, a single intense black shade, €12.50) to launch its Cosmos Natural-certified mascara, with a creamy texture enriched with vegetable wax from rapeseed and organic olive oil PDO Provence (common denominator of all the brand’s products) that enhances the mineral pigments. It also contains the famous natural polymer, derived from tapioca starch, which gives hold (Pullulan), already present in the mascaras of L’Oréal Paris.

Maybelline New York also creates its Green Edition, with a curved brush to curl lashes (Mega Mousse Mascara, three shades, €10.99). Its formula, with 99% natural ingredients, is enriched with shea butter. Its packaging is …