Milk Makeup has always set a high bar for itself. This is not a brand that will throw any old product into the ring without offering a point of difference and – obvs – its latest Rise Mascara is no different. 

The formula boasts a Vegan Lash-Wrap technology with a blend of four vegan waxes to cocoon and condition each lash, while also helping to lock in the extra curl and lift action provided by the curved wand. It contains 93% natural ingredients, including silky monoi oil and marigold extract to leave lashes feeling softer and stronger even after you've washed it away at the end of the day. Plus, the bristle brush is designed to wriggle in between every lash to give root to tip coverage, and gravity-defying volume.

Sounds like our kind of party. The question is, can it live up to the hype? Five GLAMOUR staffers put it to the test…

The product:

Milk Makeup Rise Mascara, £24, Cult Beauty

The verdict:

Ella Simpson, Conde Nast's Head of Marketing

I'm not the most adventurous when it comes to mascara. I prefer a subtle, natural look and I've been using the same two brands on rotation since I was about 15. I've got hooded eyes so the most important thing that I need from a mascara is lift - if my lashes aren't pulled upwards it tends to make my eyes look smaller. The second most important thing is no transfer. 

There's nothing worse than spending ages perfecting your make up, for your mascara to then come in and mess it all with dark smudges under your eyes. I can happily say that the Milk Rise Mascara understood the assignment - lift, length, volume and zero smudging. It didn't clump and is definitely buildable so looks nice and natural for a daytime look, but could be built up for a more dramatic evening vibe. As a bonus, the wand itself feels really stable and sturdy with a curved brush for easy application. Love it!

Rating: 9/10

Shei Mamona, GLAMOUR's Beauty & Entertainment Assistant

I'm a sucker for a good mascara, however, I don't tend to go venture out too much because there is only a very select few mascaras that can offer the dramatic volume and length you get out of falsies. 

I was excited to try this mascara, 1) because MILK iconic Kush Mascara had the girlies on Instagram on a chokehold and the brand claimed that this was even better and 2) because of the packaging. It's ASMR for the hands, the ribbed rubbery, packaging makes it easier for grip, which of course means more precise application especially if you don't have a steady hand.

As I applied layer upon layer, I could feel my lashes lengthen but they did start to clump a bit. I didn't mind that too much as in moderation it gives the illusion of volume and intensifies a smoky eye if it's concentrated near the lash line.

All in all I'd say this is definitely an upgrade from Kush, but whether it will replace my current mascara... only time will tell

Rating: 7.5/10

Celia Gomez, GLAMOUR's Video Editor

This product fell in my hands at the right time, as I’m just starting a journey to nurture my lashes. The Rise mascara contains monoi oil instead of beeswax (making the formula vegan), which is supposed to be nourishing on the lashes.

I didn’t find much difference in length after the first application, but it definitely adds a little bit more definition after the second coat. It has a strong black pigment that really defined my lashes and made them look a lot darker. In terms of volume, I’d normally go for a more extreme look, and this mascara is more about the curl and lift of the lashes. It does look super natural and feels quite weightless.

After six hours with the mascara on I did find a bit of transfer under my eye, but it wasn’t too bad. I have definitely had worse. My lashes looked good the whole day and the formula didn’t weigh them down.

Rating: 7/10

Chelsea Hughes, GLAMOUR's Senior Visual Editor

Mascara is the only product in my makeup bag where I don't have a long-standing favourite that I regularly replace. I switch it up every time my mascara runs out. I have some meh ones, some OKish ones, but nothing spectacular. Until now. The Milk Mascara is a total game changer for me. I've recently been using Revitalash, so my lashes are much longer and thicker than they previously were, this mascara curls them perfectly. I've been struggling to find a mascara that does this. 

The curved wand really helps simultaneously curl and lengthen the lashes, while the product itself generously enhances the volume. It applies really easily, maybe slightly on the thicker side, I would have to pop in with a spoolie to separate the lashes every now and again. This wasn't really a problem though, as I do this with almost every mascara I've ever used. I also really loved the packaging. The mascara tube is almost like a rubber texture, I thought this was a unique touch, especially if you grip the tube as hard as I do. This mascara will definitely be on my recurring wish list from now on.

Rating: 9/10

Elle Turner, GLAMOUR's Beauty Editor

Full disclosure: I love Milk Makeup. The products are luxurious, playful, forward-thinking and I admire how the brand plays around with formats (like the stick skincare) and textures (like the gel-spritz Hydro Grip primer), so I really wanted to love this. It gave a good amount of volume and, built up over a couple of layers, it added pretty natural-looking fluttery length, but since the formula is quite thick, it was tricky to create separation and define each lash, which is the look I tend to go for. Also, I noticed some little black specks collecting around my eyes by the end of the day. I'd give 10/10 on packaging – the ridged, squishy tube is adorable and aids application, and it deserves 10/10 on effort – I love that Milk is pushing its vegan offering forward. Overall, it’s good for volumising, but as an all-rounder it hasn't quite stolen the spot off my regular mazzie. 

Rating: 7/10

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