Want a beauty brand that aligns with your values? With their makeup remover, UOMA Beauty decided to do things a little differently. I ended up choosing White Pearl T2, since I have pale, easily irritated, dry skin. Badder Booms lower cost is largely thanks to cheaper, minimal packaging. Looking for something a little more in-depth, we swapped over to a UOMA Beauty review on Revelist.com. The review goes over a selection of the brands makeup, from foundation to eyeliner to lipstick. I was like, You're going to put out a mascara that's half the price of the other one, and it performs just as good as the other one? However, that's not the case. Were independently supported by our readers and we may earn a commission when you buy through our links. Looks like we're having trouble connecting to our server. Youll find everything from powerhouse skincare to beauty and makeup removal. We could sit here and remark on the gorgeous shades this brand pumps out all day, but it would mean nothing if we didnt follow up with a little customer feedback. And in doing that, I found most people could actually find two to three to four shades within their range, she says. Olivia Hancock is an editor at Byrdie and has over three years of experience writing for digital media platforms. Sharon Chuter Leaves Uoma Beauty C-suite, Board - Yahoo Finance Products used in this video:Uoma by Sharon C, It's complicated lip tint + oil + glosseshttps://go.magik.ly/ml/1mioy/HAND HOLDING GIFT - Gifted Item (Product was sent to me as a gift, no money has been exchanged and there is no obligation to feature product(s) on social platforms HAND HOLDING MONEY - Bought with my own money (Product was paid for with my own money and I have no attachment to the brand in the particular video) Any link to the product may be an affiliate link. No one wants an orange face. 2 in 1 Water-Activated Face Wipes are super easy to use, and all you need to do is add water. But just as we read that UOMA Beauty review, we found others that stated the opposite, saying it was definitely cakey, and the application was a little tricky. Fortunately, a little bit of this foundation goes a pretty long way, so youre getting a bang for your buck. As someone who is a fan of multipurpose makeup products, I knew I had to give this one a try. Free shipping. Packagings recyclable, biodegradable, or alternatively sourced. It also involves being conscious about skin sensitivity levels and understanding that what works for some skin types might not work for others. Since this is an oil-gloss stain, you might expect the formula to be sticky. What are you doing? she says. Do you not have a business brain? Here's a breakdown of Instacart delivery cost: When an item you want is out-of-stock at the store, your shopper will follow your replacement preferences. COLORS Assorted Shade Liquid Lip Makeup, L.A. Shop All Electronics Cameras, Photo & Video, Shop All Electronics Cell Phones & Accessories, Shop All Electronics Computers, Laptops & Parts, Shop All Electronics Tablets & Accessories, Shop All Electronics Video Games & Consoles, Shop All Electronics VR, AR & Accessories. While most brands typically further categorize foundations by undertones, the Flawless IRL Foundations all hover in the neutral zone, which was intentional on Chuters part. A brand-new, unused, and unworn item (including handmade items) that is not in original packaging or may be missing original packaging materials (such as the original box or bag). It spans skin care and color cosmetics. $30 each / 6 shades, light coverage with hyaluronic acid. While the foundation appeared a little lighter than I thought it would (user error in shade matching on my part), I found it did oxidize ever-so-slightly. Foundation, a heavier formula available in 50 shades, Flawless IRL is lighter, but buildable, and is available in 30 shades. But not for Chuter, who, after much research and planning since the launch of Uoma Beauty in 2018, is releasing an extension of her brand: Uoma by Sharon C., available on the Uoma Beauty. She writes full-time for Honest Brand Reviews, alongside a variety of copy writing projects for local and international businesses. Youre also getting a long-lasting product that delivers on color-matching, coverage, and non-toxic ingredients. uoma by Sharon c. 3 Piece It's complicated glossy lip stain & oil Moving on to lipstick, the reviewer noted how highly pigmented and buttery smooth it is things we could see clearly from the photo of her conditioned lips saturated in bold, red color. If you still have questions, feel free to reach out to the brand by using any of the following methods: Looking for more ethical skincare brands? Since the LA-based brand is all about inclusivity, it wouldnt be right if they didnt ship all over the world to over 200 countries. Uoma by Sharon C, It's Complicated Liquid Lip Stain - Walmart.com We challenge outdated beauty standards, & everyones invited. Get UOMA By Sharon C It's Complicated Lip Tint + Oil + Gloss - Boasty delivered to you in as fast as 1 hour via Instacart or choose curbside or in-store pickup. We accept Visa, Mastercard, Discover and American Express. Uoma By Sharon C, It's Complicated Lip Tint + Oil + Gloss Casualy Lit Though the UOMA Beauty review on Revelist.com was mostly positive, it did mention some issues with the UOMA Beauty Carnival Color Palette. With brightening Vitamin C, Hyaluronic acid, and niacinamide, this 85% natural serum pumps up skins hydration levels while addressing common aging concerns like fine lines and dark spots. It's simple. So, when founder Sharon Chuter announced she was launching another beauty brand last year, I was all ears. beauty's global potential through continued product innovation, talent acquisition and geographic expansion to support the brand's surging global demand. UOMA By Sharon C-It's Complicated Liquid lip stain + Oil It's Giving Lip Stains. View cart for details. Although I am stepping away from my role as CEO and board member, my vision for Uoma and its mission remains dear to my heart. But as a teenager, I did not have the wherewithal to properly remove my makeup after a night out with friends. Different skin has different needs, right? Prices range from $6 to $24, and industry sources expect. . When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. Buy It Now Add to cart Add to Watchlist Fast and reliable. Dont you just love a product that can pull its own weight and then some? One of the buzziest launches from the brand has been the Its Complicated Lip Tint and Cheek Stain, garnering immense TikTok hype. Uoma By Sharon C, It's Complicated Lip Tint + Oil + Gloss Boasty! The product comes in six different shades of varying intensities and is infused with avocado oil and hyaluronic acid for prime hydration while you wear it. Sharon Chuter created the brand to be that way, sending the message that all are welcome in the UOMA community, something thats clearly shown by the brands multicultural and multi-gendered images on their website. Description HERE'S THE REAL TEA! 2 IN 1 WATER-ACTIVATED FACE WIPES Add To Bag - $5.99 FLAWLESS IRL SKIN PERFECTING FOUNDATION Choose a Shade - $15 BADDER BOOM - AU NATUREL VOLUMIZING MASCARA Add To Bag - $7.99 Trying New UOMA Beauty By Sharon C Products! AD - YouTube Ive been going HARD and forgot myself in the process. This foundation has lasted long hours and kept my face looking great. That sounds like its a quality foundation. We independently evaluate all recommended products and services. Uoma Beauty founder Sharon Chuter is stepping down as CEO to devote more time to her personal life, per an Instagram post. For example, new shoes (with absolutely no signs of wear) that are no longer in their original box fall into this category. View estimated shipping costs, delivery windows, and return policies at a glance. This new line, a mass market launch geared toward Gen Z, consists of the following: The Go Awf! The hydrating formula delivers gorgeous color and a beautiful sheen anywhere you apply it. Browse 5 stores in your area Recent reviews May 2023 Order delivered in 54 min Extra effort Smart bagging Helpful chat Customer since 2020 South Hill, VA May 2023 UOMA Beauty Review - Must Read This Before Buying - Honest Brand Reviews Required fields are marked *, This field is required Please use a valid email. At $7, you can't beat the price of the It's Complicated Lip Tint and Cheek Stain. Or do you prefer minimal makeup? It barely flaked throughout the day, and it felt comfortable. UOMA By Sharon C It's Complicated Lip Kit, It's Complicated That means no matter your skin color, gender, or lifestyle preferences, you can find something at UOMA Beauty. UOMA Beauty is formulated without some chemicals and toxic substances, but its not completely clean. The company's year-end fiscal 2023 cash and cash equivalents totaled $120.8 million, compared to $43.4 million at the close of fiscal 2022. If you choose the latter, youll need to pay them at the time of your delivery. Featured in Forbes, Allure, BET, InStyle, and in a heaping ton of other big names in media, the brand is celebrated for their unique approach to beauty and rebellious spirit. Seriously, I had to stop myself from rubbing my eyes several times throughout the day, because Id forget I was wearing it. Its buildable, but one light coat will give you medium coverage. She first announced the move on Instagram this week, with her post reading, I have left the role of CEO and also from the board of directors. Uoma by Sharon C It's Complicated Lip Tint and Cheek Stain Best for: Adding color to your eyes, lips, or cheeks Star Rating: 4.6 Active ingredients: Hyaluronic acid and avocado oil Price: $7 Shade Range: 10 shades What's Included: Product only About the brand: Uoma by Sharon C is Uoma Beauty's sister brand. Please know that products featured in my videos are never chosen with 'selling' or making a profit in mind. 2 Pack Uoma By Sharon C It's Complicated Lip Tint + Oil - eBay Bold, innovative, & natural beauty thats made for all. Car & Truck Safety & Security Accessories, 10x Uoma Makeup It's Complicated Liquid Lip Stain by Sharon C Assorted Colors, Estimated delivery Wed, Jun 7 - Sat, Jun 10. Learn More. To understand what this brand is all about, you have to get to know UOMA Beauty founder, Sharon Chuter. The brand is proudly cruelty-free and vegetarian, but not completely vegan. Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. UOMA by Sharon C - Walmart.com UOMA By Sharon C.'s New Line Is Committed To Quality & Accessibility Each of the six shade groups features a different foundation formula, developed based on the common properties of that groups skin. Life's complicated - so is this lip stain! From foundation to brow pencils, the range offers a complete lineup of innovative products. Uoma Beauty Expands With Sister Brand Uoma by Sharon C - Allure 58. r/BeautyGuruChatter. an extension of her brand: Uoma by Sharon C. negative impact of single-use, non-biodegradable products. Haut.AI, USP Solutions Partner for Personalized Phygital Skin AI Tool. I used my finger to blend, and it was impressively easy to achieve an even wash of color. The Go AWF! Upgrade to Premium for Access. We love that the brand has two different lines, one thats super affordable and more natural, and the other thats professional and highly pigmented. We hope you found all of the information you came looking for in this UOMA Beauty review. Qualifying purchases could enjoy no Interest if paid in full in 6 months on purchases of $99+. I have enjoyed every second of the last five years on the operating seat and its been the joy and privilege of my life to watch what should have been an impossibility take flight and reach the heights it has.. Naturally sourcedfree of sulfates, parabens, & phthalates. Contactless delivery is available with our "Leave at my door" option. 2-in-1 Water-Activated Cleansing Wipes, These Barbiecore Pink Styles Are So Aesthetically Dreamy, The Makeup Artist Behind Melissa McCarthys Ursula Look Calls Backlash Offensive, Find Love In Seoul With These 18 'XO, Kitty' Filming Locations, By subscribing to this BDG newsletter, you agree to our. Once you place your order, Instacart will connect you with a personal shopper in your area to shop and deliver your order. Start shopping online now with Instacart to get your favorite products on-demand. Seller assumes all responsibility for this listing. This is curious, as a cool-toned shade should not be orange, but it appears that this is a consistent issue with the brands fairer colors. The negative impact of single-use, non-biodegradable products on the environment is real and well-documented. The non-drying, longwear product is available in six shades, ranging from rose to pink lemonade. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. Best for: Adding color to your eyes, lips, or cheeks, Active ingredients: Hyaluronic acid and avocado oil. Similarly, you can dab the desired amount of product onto your cheeks and blend it with your fingers. Chuter made that clear in each of Uoma by Sharon C.s six launch products. With that being said, overall, this division has fewer products. Benefit Cosmetics Liquid Lip Blush & Cheek Tint: Add a pop of color to your lips and cheeks with Benefit Cosmetics' Liquid Lip Blush & Cheek Tint ($18). On the outside, the Flawless IRL Foundation looks like a perfectly nice, diverse range of foundation great, but not mind-blowingly innovative. New without box. Save my name, email, and website in this browser for the next time I comment. Returns accepted. Since then, Uoma has debuted a mass market sister brand at Walmart, and headed to QVC earlier this year. I should preface this section by saying Im a Uoma Beauty Drama Bomb Mascara devotee. In the BEST possible way! For additional information, see the Global Shipping Program, This amount includes applicable customs duties, taxes, brokerage and other fees. Uoma By Sharon C's Walmart Collection Brings Clean - StyleCaster Vegan, Cruelty free, Fierce Feels, Made for All, Good Vibes, No Toxic Ingredients, Premium Quality, Made for all, Recyclable packaging. Called Uoma by Sharon C., the brand will launch on its own website and at Walmart on June 18. UOMA isnt just a product of her experience, its a part of who she is and what she believes in, things like self-expression, inclusivity, African pride, and rebellion. App Store is a service mark of Apple Inc. Android, Google Play and the Google Play logo are trademarks of Google LLC. Using the Instacart app or website, select a store of your choice near you that offers pickup, select Pickup, and then select your preferred pickup location from which you'd like to place your order. It applies and blends perfectly, and it has a truly comfortable wear and finish. Known for its natural-looking, buildable coverage, users found thats exactly what they got when applying. It may be the color payoff and results. Softy Added the company, Through the inspiring leadership of founder and CEO Sharon Chuter, Uoma Beauty has made beauty industry history. Can be used on your eyes, lips, and cheeks. In her sign-off, Chuter was frank about the pressures of being a founder: "Building a global business with no cofounder is no easy task. One row of 5 highly-pigmented shades sits below a row of 5 shimmers that add a healthy dose of glitz and glamor. Sometimes, it seems like the bar for introducing something new to the beauty market is on the floor. The lighter foundation shade groups prioritize moisturizing, soothing ingredients like natural watermelon rind extract and cold-pressed green coffee extract. If something isn't right, you've got options. Its normal for a brand to have two different collections, but its interesting to find one that essentially splits up their website into two completely different-looking divisions. I remain a shareholder and will continue as an industry-leading product and creative visionary for the brand, Chuter told WWD via email. The makeup remover that stings like battery acid in your eyes, the cleansing wipes that do more smearing than cleansing, or the rough towels that pull off your eyelashes at the same time as your mascara. There will be no newsletter on Monday, May 29, 2023. Life s complicated - so is this lip stain! Heres the rating snapshot if youd like to see how that average came to be: For many, the foundation lasted all day and they were able to build their choice of coverage. It reminded me of everything I love about Drama Bomb, but for literally less than half the price. Choose between 30 uniquely beautiful tones & six custom formulas. Not just for its inclusive 51 shades, but the way its formulated. Her bold, innovative and inclusive approach to high-quality products remains at the heart of everything we do., One Year Post-Acquisition, Seed Phytonutrients Plots Phase Two. r.e.m. 2 Pack Uoma By Sharon C It's Complicated Lip Tint + Oil + Gloss BOASTY Sealed. In the next section of this UOMA Beauty review, well walk you through a mix of the two divisions products. Products used in this video:Uoma by Sharon C, It's complicated lip tint + oil + glosseshttps://go.magik.ly/ml/1mioy/HAND HOLDING GIFT - Gifted Item (Product . 155. Or I thought I did. Please allow additional time if international delivery is subject to customs processing. Au Naturel Cleansing Oil ($15) and Go Awf! $12.95. UOMA Beauty accepts returns on order as long as they are made within 30 days of delivery. New. GO AWF! Its a good thing that this is the part of our UOMA Beauty review where we fill you in on what customers have to say about a selection of the brands products. UOMA by Sharon C Resting Beat . This palette is full of heat. Uoma Beauty products have been a staple in my makeup bag since the brand launched in 2019. The latter moisturizes skin, reduces the appearance of fine lines, and replenishes cell moisture. 2 in 1 Water-Activated Face Wipes, Offers two collections one vegan & non-toxic, the other high-performing, All products are cruelty-free & vegetarian-friendly, Financing options available with Afterpay, Press against your eye for 5-10 seconds, wipe away, Use on the rest of your face to remove foundation, Sign up to the mailing list to get access to deals & discounts. Believe the hype and then some. My lips felt soft and nourished, and I didn't experience discomfort or irritation around my eyes and cheeks. And when the day is done, you'll also find cleansing pads to take off your makeup, so you can head to bed with a beautifully fresh and clean face. Are You Putting A Great Oil Product In A Leaking Bottle? However, I do make a very small commission from any purchases made through my affiliate links, so if you'd like to support my channel I thank you.Valerie Dison channel:ARE YOU SUBSCRIBED? Uoma By Sharon C, It's Complicated Lip Tint + Oil + Gloss Casualy Lit. She reasons that if you can develop a formula so that multiple people can comfortably use multiple shades, youll, in turn, produce less waste and use up fewer resources than if you were to create a new shade with a new undertone that, say, four people can use. If you click on links we provide, we may receive compensation. Regardless of which line you choose, UOMA Beauty or UOMA by Sharon, youre getting quality makeup with a few higher-priced anomalies (Say What?! Well showcase the brands best-selling beauty products, starting with a revolutionary dual-acting foundation and ending with a radiance-boosting, natural serum. Au Naturel Volumizing Mascara Black Y'all. Sadly, it did seem to settle into some of my dry patches, but not overly so. For Chuter, conscious ingredients and formulas dont just mean natural or sustainable ingredients. Join. Meanwhile, the Make it Black program leveraged cross-brand partnerships to shift perceptions around what it means to be Black and raise funds for the Pull Up For Change Impact Fund. The author wearing a full face of the Uoma by Sharon C. products. It feels gloriously soft and hydrating on my skin, but still absorbs quickly. Its star ingredients include avocado oil and hyaluronic acid. 15 days ago. We found a 3.8/5 star average and 196 reviews for the foundation. Do these features make a big difference in price? For additional information, see the Global Shipping Program, uoma by Sharon c. 3 Piece It's complicated glossy lip stain & oil casually lit. Liquid Assorted Dose of Colors Lip Makeup, Waterproof Liquid Assorted Shade Lip Stains, L.A. 2 in 1 Water-Activated Cleansing Wipes ($6) are also infused with. Foundation for $50. To start a return, use one of the contact methods listed in the next section of this UOMA Beauty review. Makeup By Mario Soft Pop Plumping Blush Veil. Other makeup enthusiasts struggled when it came to selecting the right color. The line is also completely vegan (UOMA Beauty has only 4 vegan products), cruelty-free, and their packaging is 100% recyclable. Sharons historic work as CEO at Uoma Beauty has been a giant leap forward for inclusivity in beauty. Chuter was unwilling to compromise on these tenets of a truly inclusive brand in the name of ease or marketing, and the end result is not something that hinges on a trend or a buzz word, but is instead a framework, a balanced approach to the future of beauty. Uoma by Sharon C, Flawless IRL Skin Perfecting Foundation Bronze Venus T5, Available for Pickup, Delivery or 2-day shipping, Uoma by Sharon C, It's Complicated Lip Tint + Oil + Gloss Miss Chief, Uoma by Sharon C, Floss Gloss Lip Gloss Peachy, Uoma by Sharon C, Lips Dont Lie Lipstick Unfiltered, Uoma by Sharon C, Primed to Glow! Classy It's that easy. Water-Activated Cleansing Wipes, I joke that Im scared to admit I used makeup wipes when I was younger because of how the industry has demonized them in recent years. Theres not as much shine as a traditional lip gloss; rather, theres a natural-looking glow that makes your lips look healthy and full. Learn more about how to place an order here. With everything considered, we believe UOMA Beauty is worth the buy. True to Chuters system, this shade neutralized most, if not all of my redness. Uoma by Sharon C. Flawless IRL Foundation This oil-free, medium-to-full foundation comes in 30 shades and features skin-friendly ingredients such as watermelon rind extract, apple starch and. Mielle Names NCAA Athlete Angel Reese Brand Ambassador. Uoma by Sharon C Its Complicated Lip Tint and Cheek Stain, About My Skin/Complexion: Dealing with dryness, How to Apply:Use your fingers or a fluffy brush, Ingredient Quality / Concentration:Hydrating formula, The Results: Beautiful, sheer wash of color, Everything in Uoma Beautys New Line Is Less Than $24, AQUA (WATER), HYDROGENATED POLYDECENE, GLYCERIN, POLYGLYCERYL-2 TRIISOSTEARATE, POLYBUTENE, BIS- BEHENYL/ISOSTEARYL/PHYTOSTERYL DIMER DILINOLEYL DIMER DILINOLEATE, PENTAERYTHRITYL TETRAISOSTEARATE, POLYSORBATE 60, PENTYLENE GLYCOL, HYDROXYETHYL ACRYLATE/SODIUM ACRYLOYLDIMETHYL TAURATE COPOLYMER, SQUALANE, GLYCERYL STEARATE, PEG-100 STEARATE, PHENOXYETHANOL, TROMETHAMINE, ACRYLATES/C10-30 ALKYL ACRYLATE CROSSPOLYMER, POTASSIUM SORBATE, ETHYLHEXYLGLYCERIN, XANTHAN GUM, SORBITAN ISOSTEARATE, PERSEA GRATISSIMA (AVOCADO) OIL, ALUMINUM HYDROXIDE, AMMONIUM POLYACRYLATE, BUTYLENE GLYCOL, SODIUM HYALURONATE, MAY CONTAIN (+/-) TITANIUM DIOXIDE (CI 77891), RED 33 (CI 17200), YELLOW 6 (15985), YELLOW 5(CI 19140), RED 28 (CI 45410), RED 40 (16030), BLUE 1 (42090). From its rich brown to spicy mustard and warm, sunny oranges, this playful palette is designed to evoke feelings of a colorful carnival. In the BEST possible way! The second time I used it, I mixed it with a little bit of my favorite gentle moisturizer, and it gave me a gorgeous, skin-tint-like look that Ive been loving lately. A brand-new, unused, and unworn item (including handmade items) that is not in original packaging or may be missing original packaging materials (such as the original box or bag). Explore our new page layout with bigger images, easier to find information, and more. by Amanda Ross June 18, 2021 UOMA By Sharon C. Typically, when it comes to beauty, I'm a woman who knows what she likes. With the product now available in 10 shades, you can stock up on shades without breaking the bank. For example, it has just one 1 lipstick and 1 foundation but offers several color selections within each. I'm very excited to be trying some new products from UOMA By. With just a little bit of water and about two minutes of gentle circles, my makeup was nowhere to be found. She designed the water-activated, biodegradable Go Awf! Uoma by Sharon C - Failing? : r/BeautyGuruChatter - Reddit Its complicated - so is this lip stain! UOMA By Sharon C It's Complicated Glossy Lip Stain And Lip Oil 3 Pack You'll never find any sulfates, parabens, or phthalates. However, we may receive a portion of sales if you purchase a product through a link in this article. Uoma debuted in 2019 with more than 100 stock keeping units. UOMA Beauty is an inclusive beauty brand with high-performing, cruelty-free makeup. 2023 Allured Business Media. Description: UOMA By Sharon C It's Complicated Lip Kit, It's Complicated Softy Classy Peng It's complicated - so is this lip stain!. For example, the Say What?! Founded by Sharon Chuter, the range offers inclusive and affordable makeup staples. COLORS Matte Liquid Assorted Shade Lip Makeup, Sulfate-Free Liquid Assorted Shade Lip Stains, ColourPop Liquid Assorted Shade Lip Makeup. Have a look at the ones we discovered: You can, of course, buy the brands makeup from UOMAbeauty.com, but you can also find them at select retailers: Sharon Chuter founded UOMA Beauty and now operates as the brands CEO. We are thrilled to support Uoma Beauty in this next stage to continue the beautiful rebellion Sharon started in 2019 to spread a message of unabashed self-love, empowerment and self-expression, said Kendra Bracken-Ferguson, Uomas board director, in a statement. Breathe easy. Gloss + Lip Stain + Lip Oil = Gorgeous buildable color leaving a healthy natural sheen. I'm here to do what we need to do for the future, and that has to be mindful intersectionality. Foundation is made with biomimicry pigments that match your natural skin tone and texture to create a blurring, perfectionist finish that hides flaws, redness, and dark spots. Oops! The authors skin after using the Uoma by Sharon C. Cleansing Oil and 10% Vitamin C Serum. No, really, see the steps outlined below: If youre wondering what this miracle wipe is made from, the answer is simple: 100% cotton and argan oil. See details Shop the entire collection now, lest you miss out on what is, honestly, my new favorite beauty brand, on God. More of a glamor queen? Your email address will not be published. Whiter skin doesn't hold collagen and hyaluronic acid as much as it should, so the elasticity of the skin tends to erode, she says. Sharon Chuter Launches Uoma by Sharon C. at Walmart - WWD Peng Get dramatic va-va-voom lashes with a UOMA Drama Bomb for $25. One comment read, It just has good coverage, doesnt look cakey or dry and has a great wear time. I was beyond surprised at just how much volume, pigment, and natural curl this formula gave my straight, lighter lashes in just a few swipes.