Category — Physicians Formula
To say that I was buying my new Organic Wear Mascara with fear and trepidation is an understatement of the century. I have long ago learned that getting the mascara right is the toughest task for the natural makeup industry.
And I really needed a mascara. No room for error.
So I went to Wal-Mart. Because they have the best return policy. Just in case.
And I bought a regular big-brand mascara as well. Just in case.
So yah, I was one biased customer.
But I worried for nothing. The mascara IS good. For me, at least. But if you want to know more details, here is the really detailed review:
Organic Wear Mascara, by Physician’s Formula, also referred to as Natural Origin Mascara
About the brand:
Organic Wear is a Brand created by Physician’s Formula. You can read my Physician’s Formula brand overview here.
I paid just over $14 Canadian. It is about 10US dollars in the US.
EcoCert Certified Organic.
This is one of the most innovative packaging to hit the mascara world in a long time. The tube and handle are stylized with the handle looking like some kind of leaf. The brush itself is very flexible, which I think is a pro – it was easy to reach all the lashes. The brush is also 100% recyclable, which is a bonus.
Reading the ingredients:
The packaging says that 100% of ingredients are of Natural Origin and 47% are Organic. Which is commendable given that EcoCert requires only 10% of ingredients to be Organic and 95% to be natural. Basically, Organic Wear is taking its “natural” and “organic” claims seriously.
Reading the insert (or Other claims):
The back of the box is dedicated to 100%. It list a whole set of features for which Organic Wear Mascara scored a 100:
100% Natural Origin Mascara
100% Free of Synthtetic Solvents
100% Natural Origin Biopolymers – for clump free lashes
100% Natural Origin Preservatives
100% Natural Origin Rice Protein & Organic Tapioca Starch – naturally boost volume. Organic Beeswax 00 for a buildable formula.
100% Natural Origin Color Pigments
100% Free of Petroleum By Products.
It’s also 100% Cruelty Free.
It’s also hypoallergenic and fragrance free.
I’ve read some other reviews where users have complained about the smell. Granted, it doesn’t smell like roses. It is fragrance-free, after all. But it doesn’t smell awful either. And it’s going on your lashes, not your nose. (Though I did smudge my nose while doing the smell test – it still didn’t bother me.)
I applied it very carefully and had no clumps or smudges. It looked very natural on my lashes. I didn’t even feel the need for a second coat. After I applied it I accidentally hit the lashes with my finger and a couple of them stuck together – I used the brush to separate them without any issues. I didn’t smudge – I wore it for most of the day and didn’t have any problems. The next day I did two coats (very nice lashy look) and even a few time scratched my eye (carefully) – still no smudging.
Tip: to ensure perfect distribution and no clumping use an eyebrow brush or a toothpick to separate lashes you accidentally stuck together… But make sure you don’t poke your eye!
For such a low price (as far as organic mascaras go) this mascara is outperforming all expectations. No, it’s not water-proof – no does it claim to be. If you are going out in the rain or are headed for a serious sweat at the gym, this might not be for you. But for an everyday normal application it’s perfect.
I liked it. I liked it a lot. I’m keeping it for sure. The mainstream brand backup package is going back to Wal-Mart…
P.S: If you live in the USA, for a limited time (till the end of 2009) you can get a rebate on this mascara. Here is a rebate form from the company’s site: http://www.physiciansformula.com/rebates/2009/ow-mascara-rebate.pdf
April 20, 2009 35 Comments
Note: if you are here looking for Physician’s Formula brand overview, scroll down till you see “Physican’s Formula” highlighted.
Now that I am writing an organic makeup blog, it seems that either I’m tuning into all things organic around me, or organic things are just so darn everywhere that how I wasn’t attention before is the mystery.
When I started transferring my reluctant household to a more healthy and natural routine I used to have to drive all the way downtown from my peaceful suburbia just so I can see a shampoo without paraben in it. Lipsticks without lead were an even more hard-to-find enigma. Now it seems that organic stores are popping up all over the place. Two new ones have just opened near my son’s school. And that’s in the past three months.
Even the big players are going organic. On the one hand, I can’t wait to be able to walk into a local drug store and buy a safe face cream. On the other… I’m not sure I trust the big guys. I’m not sure they are really doing it. As you’ve seen from my previous post on organic labels , these big guys tend to be sneaky. They are sneaky with labels, they are sneaky with words. They promote organic skincare with one set of products, but continue putting questionable ingredients in their other lines.
So, whenever a big players goes organic, I’m optimistic, but very cautiously so. Too many claims, too little to back them up.
But now there is a new certified organic option available to the North American ladies.
“Physician’s Formula” has launched a new makeup line, “Organic Wear”. This is the first EcoCert certified organic makeup from a mass-market retailer in North America. The products claim to be “100% Free of Harsh Chemicals. 100% Free of Synthetic Preservatives. 100% Free of Parabens. 100% Free of GMO’s. 100% Free of Synthetic Colors. 100% Free of Synthetic Fragrances. 100% Cruelty Free”. They do not claim to be 100% organic.
The line contains pressed and loose powder, blush, concealers, and bronzer.
The line uses mostly recyclable packaging. It is almost vegan, with the exception of goat hair used in the brushes. This makeup relies heavily on soy, olive oil, and aloe for ingredients. And I must admit, even the website looks fresh and eatable. Though I wish it didn’t load with a banging music that makes me jump up every time I load the home page. Honestly, if I wanted to be startled out of my chair every five minutes, I’d be surfing MySpace…
A little bit research into the company background revealed the following information:
Physicians Formula brand was created in 1937 by Dr. Frank Crandall, an allergist. According to the official company story, he created the line for his wife, who had sensitive skin. The brand is owned by Physicians Formula Holdings Inc. The company competes in the prestige makeup market, and sells it’s product through mass market channels. The brand appeal has always been focused on addressing skin imperfections. The company had net sales of $111.5 million in 2007, and $95.4 million for the same period in 2006. Physicians Formula products are sold in over 26,000 stores throughout the U.S. including Wal-Mart, Target, CVS, Walgreens and Albertsons. In Canada it is available in stores such as Zellers, PharmaPlus, Shoppers Drug Mart and Loblaws.
In short, this company appears well positioned to penetrate the big-box stores with organic makeup.
Which means more healthy choices for us.
April 8, 2008 2 Comments