PHB Ethical Beauty All-In-One Natural Mascara

PHB Ethical Beauty All-In-One Natural Mascara (Black)

I got some of the PHB Ethical Beauty All In One Natural Mascara* as part of my ‘face of natural make up’ for my LoveLula* video (I got it with credit I was rewarded but am reviewing it as if I purchased it myself). You can see the video at or see it embedded in my earlier blog post (which links to each of the products).

I’m not a current subscriber to the LoveLula beauty box though I do highly recommend it. This product was in the July beauty box (currently on offer for £19.99* which is a total bargain!) and received so many amazing reviews in the LoveLula Natural Beauty Club that I just had to include it as my mascara for my natural make up.

PHB Ethical Beauty All-In-One Natural Mascara (Black)
PHB Ethical Beauty All-In-One Natural Mascara (Black)

The PHB mascara is natural, vegan, cruelty free, paraben free, and has no palm oil or GM ingredients. Many of the reviewers said they’d found a holy grail in this mascara so I had high hopes. The description promises a lot too! It claims to lengthen, thicken, and volumise, and last all day without smudging or flaking. It’s a bristle brush (rather than a plastic one).

PHB Ethical Beauty All-In-One Natural Mascara (Black)
PHB Ethical Beauty All-In-One Natural Mascara (Black)

So how does it meet up to the claims?

Yes, the mascara does lengthen lashes though it’s not the most lengthening one I’ve ever used. It’s a very natural look (which I like).

I haven’t worn this often enough to fully comment on this, but I haven’t found that it makes my lashes brittle at all so I haven’t lost any lashes from using it.

Yes, it does volumise. I feel the description is accurate in saying that it lengthens and volumises – I’ve tried mascaras in the past that focus more on one than the other but this does both (neither to an extreme extent).

Water resistant
I’m not sure what this means to be honest. I get that it’s different to being waterproof so I’m presuming it means fine if it rains but not advised for swimming? I find it smudges as soon as it gets wet so I’m not sure this claim stands.

Lasts all day without smudging or flaking
Unfortunately not I’ve found. It does last fairly well but I do find it smudges after a while. I don’t feel I can trust wearing it for a full day without checking in a mirror every now and again (or just looking like a panda which I did on a recent long day!).

EDIT: I’ve now been wearing this mascara for a few weeks and have only had the smudging once so can now trust it and recommend it! 🙂

In summary

I really love the effect of this mascara and it’s easy to apply, but sadly I find it can smudge. It’s fine for a short day, and it was fine recently on a day at home, but I do need to check on it later on the day so can’t fully trust it. I think this may well be down to what else I have applied or how oily my lashes are though as recently it hasn’t been smudging at all. I thought I preferred plastic mascara wands but this has opened my eyes (excuse the pun!) to bristle brushes so I’ll be more open to trying different types in future.

EDIT: I love this more each time I wear it and won’t be looking for an alternative anymore.


Not sure. I do really like the effect but I’d probably like to try to find a longer lasting natural mascara ideally, or maybe even a clear one. Having said that, I’ve worn it the last few days and not experienced any smudging so I’m hoping it may have been a one off in which case I’ll definitely repurchase!

EDIT: Yes, absolutely! I love it.

Purchase details

PHB Ethical Beauty All In One Natural Mascara* is available from LoveLula* for £15.95 or at the moment you can get it as part of the July Beauty Box* for £19.95.

*Affiliate link: I may receive a small commission if you purchase via this link.


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