Hands up if you can relate to this situation. You’re a blogger that is shopping around for potential new content. You spot something new. You think to yourself ‘hey! I would like to try that’. You buy the item. And then you proceed to forget about it for the next six months as newer and shinier things distract you.
Just me?
In any case, that was basically happened with me and the new-ish E.L.F Lash It Loud Mascara. I actually picked this up to review not long after it launched and then simply didn’t get around to it until now. For which I do apologise. But I have spent the last few weeks testing it out behind the scenes and I have plenty to talk about. So, if you want to know if the latest mascara launch from E.L.F has me excited, just keep reading!
E.L.F LASH IT LOUD MASCARA – $14.00 – elfcosmetics.com.au
The E.L.F Lash It Loud Mascara is housed in a very simple and sleek plastic tube style packaging. The tube is copper with black accents. I do like this for the simplicity. A lot of the older E.L.F mascaras are housed in pretty boring black packing. So the copper makes it distinct. The E.L.F Lash It Loud Mascara is vegan, cruelty free and contains 7g of product.
The wand on the E.L.F Lash It Loud Mascara is fairly standard. It’s a rubberised, straight brush that domes at the tip. The bristles are on the shorter side, but they are clustered close together and they aren’t particularly pointy. It’s a good one for someone who prefers volume. I also like that there aren’t any long bristles towards the top of the brush. As it does make the mascara easier to use without poking myself in the eye.
As far as the formula goes, it’s not a bad one. The colour is rich in black pigment. The thing that surprised me was how wet and liquidy the formula felt. Considering how many waxes were in this formulation (in this case Rice Bran Wax and Synthetic Beeswax), I thought it would be a bit thicker in consistency. And it took a while to dry down. It’s rare that I feel the wet mascara on my lashes. But I did every time I wore this one.
As far as application goes, this was pretty straightforward. I did notice some volumisation with my lashes. But as someone who tends to prefer length, I was pretty underwhelmed. One interesting positive that I can give this mascara is that it’s really good at separating my lashes and having them looking really fanned out. I’m guessing that’s because the bristles are so close together. This is also a pretty easy mascara to layer. I didn’t have any issues with clumpiness or my lashes joining together when I went in for the second coat.
But now we have to get to the wear test. And the Lash It Loud Mascara may as well be the textbook definition of a ‘mixed bag’. Because while this mascara wore on the lashes pretty well, the transfer was all over the place. It actually looks better in the above pictures than it did IRL. This mascara transferred not only on the lower lashline, but it also smeared considerably on my eyelids. It got so bad at one point, that I had a customer ask me if my eye was OK? It had smudged that badly.
Another thing I noticed is that because the formula was so wet, if I blinked before it dried properly (and that took a while), I would have to telltale black dots on my eyelid. Finally, this is not a waterproof formula. Which on the one hand, made it it super easy to remove. But on the other hand, mean that I had more than one occasion where I had black running down my face when I was particularly hot and sweaty.
Ultimately, while I kind of like the way this mascara looks, the shoddy wear is enough for me to give the E.L.F Lash It Loud Mascara a thumbs down. I know that it’s affordable (and it often goes on sale depending on where you buy it). But I don’t think that I’ll be buying it again. Have you tried the E.L.F Lash It Loud Mascara? Let me know in the comments below!
Cheers and love
Emily xo