It’s all about the newness here today. I’ve been testing out some new launches from Persona Cosmetics, ILIA Beauty, and 19/99 Beauty recently so we’re going to dive in with a series of short, mini reviews. There’s a duo of mascaras to discuss as well as a brow gel, two categories that I love dearly and often jump around in when it comes to new formulas and new brands. Without delay, let’s get started!
MORE MINI REVIEWS
NEW Brand Alert! Reviewing Minori Beauty
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NEW Brand Alert! Reviewing Merit Beauty
DISCLAIMER: THIS POST CONTAINS GIFTED ITEMS BUT ALL OPINIONS ARE 100% MY OWN.
PERSONA COSMETICS SWIPE UP BROW GEL
SwipeUp™ tinted brow gel, a clean and ultra-comfy, lightweight, water-proof brow gel that tints, shapes & sets brows in one swipe. Flexible medium hold for a comfortable all day wear, never stiff or crunchy.
Cruelty-Free. Gluten-Free. Vegan. Available in 4 shades. Retails for $19.00.
Beauty influencer Sona Gasparian founded Persona Cosmetics back in 2016. I’d heard nothing but glowing reviews about them across social media over the years, so when their PR reached out over the summer to schedule a (virtual) meet and greet with Sona, I jumped at the chance. They very kindly gifted me the Swipe Up Brow Gel to try, which launched in July.
Swipe Up is a medium-hold, tinted brow gel with a tapered, Christmas tree-shaped brush. For reference, it’s very similar in size and shape to the Merit Beauty Brow 1980 Pomade. I don’t find the brush itself bungle-some to use in any way, but if we’re going to discuss user-friendliness, the bristles hold way too much product in my opinion. A sure-fire formula for the dreaded “marker-brows.” I find this is often a problem with brow gels, especially when the tube is new. But luckily I’ve found that this has become less and less of a problem over the past few weeks as the formula is drying out.
But onto some positives. Swipe Up makes my brows look very full and fluffy, which I love. The brush catches every single hair and coats it with a thin layer of color, much in the same way the Maybelline Brow Fast Sculpt does. The hold is similar to the e.l.f. Wow Brow: it’s not amazing all-day hold, but it does offer something in the way of sculpting. I have the shade Brown, which I believe is listed as Cool Brown on the website; either way, it’s quite a dark tint.
Does it dethrone any of my lower-cost favorites? No. (See this post for my recs on the best drugstore brow gels!) It’s a decent brow gel that offers great color and fullness, but I’m a sucker for stronger-hold formulas. If I can get color, fullness and great hold on a budget – which I know I can – I will always prefer that.
RATING: 3.5 / 5 ⭐️
ILIA BEAUTY FULLEST VOLUMIZING MASCARA
What It Is: A clean volumizing mascara that wraps each lash in weightless, buildable volume without flaking, smudging, or irritating even the most sensitive eyes.
What It Does: Fullest Volumizing Mascara thickens and defines lashes from root to tip with fullness you can’t miss. Clean, nourishing ingredients condition with every coat for lashes that look fuller, thicker, and healthier. The smudge-free, flake-free formula washes off easily with your favorite cleanser—no scrubbing, tugging, or heavy-duty makeup remover needed.
Fullest Volumizing Mascara is ophthalmologist-tested, safe for sensitive eyes, and safe for contact lens wearers.
Cruelty-Free. Retails for $28.00
If you read my earlier review on the ILIA Limitless Lash Mascara, you’ll know that it was a total home run for me. Drama, length, separation, volume, it delivered on everything. I ended up going through two tubes of the stuff. So when the brand announced their second mascara launch in August, the Fullest Volumizing Mascara, I knew I had to get my hands on it. One Sephora order later, it was mine!
Despite my early enthusiasm, I have to say I still prefer the Limitless Lash over this newest launch. Fullest Volumizing has a great big bristle brush that’s shaped like an hourglass, which is not a negative for me. I usually adore big mascara brushes because they build up the drama quite quickly on the lashes. This formula does indeed build very quickly, but sadly it makes my lashes stick together and look chunky. If you’re going to have volume and thickness in a formula, you also need the ability to separate, and that’s just not there with this product.
However, that being said, I *am* starting to like the effect more as the tube is drying out. There’s less product in the brush so there’s less chunkiness on the lashes. This is a very long-lasting formula that doesn’t flake or smudge on me (keep in mind, I haven’t applied this to the lower lashes). I’d say it’s fairly easy to remove at night, but certainly not the easiest; I still notice some product clinging to my lashes even after cleansing and showering.
RATING: 3 / 5 ⭐️
19/99 BEAUTY LASH TINT MASCARA
LASH TINT MASCARA is a light-weight, smudge and flake proof mascara that creates the appearance of freshly tinted lashes. The super slim wand’s small bristles separate, define and lengthen all types of lashes from fine to full. The precise wand and tubing formula provides a clean, smudge-free application and wear.
Designed to work on all eye shapes and sizes.
Cruelty-Free. Vegan. Retails for $18.00.
If you’re not familiar with 19/99 Beauty, they’re a newer color brand out of Canada that consistently hits it out of the park for me when it comes to both quality and performance. I’ve covered nearly all of their launches on the blog so far (see here or here). Their newest offering is the Lash Tint Mascara, which they very generously sent over in PR a few months back.
The format gives me total IT Cosmetics Tightline 3-in-1 Mascara vibes. It has the the skinniest wand imaginable, which allows you to get right down to the root of your lashes unlike bigger, bulkier brushes. This is definitely for all my barely-there, no-makeup makeup lovers out there. You get the most natural effect possible with this formula, even more so than, say, the Glossier Lash Slick Mascara. Just as the name suggests, this is like a lash tint. The skinny brush fully coats the lashes from root to tip, so the separation and length you can achieve is lovely. There’s no volume whatsoever, no matter how much you build this up, but then again this doesn’t at all claim to be a volumizing formula. You’re left with very fluttery, lightly-tinted lashes.
I don’t notice much, if any, flaking or smudging throughout the day, and it’s very easy to remove with your standard cleanser. While I’m more of a va-va-voom lashes kinda gal, I can still appreciate the look this mascara gives. If you crave the most undetectable mascara look, I’d completely recommend this one.
RATING: 4 / 5 ⭐️
Would you pick up any of these new makeup launches? What new launches have you tried recently? I’d love to know!
xo, and be well, Erica
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Isn’t it funny how some mascaras perform better dry or wet?! The real stars are ones that perform well regardless!
Mascara has a life cycle for sure…like a pimple! 😂
But I agree, the best ones perform the same the whole way through!