A clean, itch-free Organic & Vegan mascara made up of vegetable carbon pigment.

◊ By Nitya Kaushik

Visit ORGANIC SHOP by Pure & Eco India

The first thing you will notice when you open a tube of Ruby’s Organics Hybrid Mascara is its gentle, rosy fragrance. Light and clump-free, this mascara subtly lengthens and curls up the eyelashes, without being too conspicuous or dramatic – perfect for everyday wear, especially if you like the no-fuss, non-made-up look.

If your skin is sensitive, this product might be a perfect fit, as its application does not cause any irritation or itching. For removal, simply use a cotton ball dipped in warm coconut oil, and keep it organic and chemical-free all the way.

According to the brand’s description, this ‘hybrid’ mascara converges nourishing ingredients that will help protect, condition and strengthen eyelashes. It contains Ecocert/COSMOS certified organic ingredients, which is a mandatory international certification that acts as a consumer guarantee for sellers of organic and natural cosmetics.

The product assures to be vegan, cruelty-free and made up of “black pigment obtained from vegetable carbon” as against “carbon from incomplete combustion of carbon-based products such as coal tar” that could have negative health consequences.

This organic mascara is also micro-plastic and silicon-free, contains no chemicals like parabens or Polyethylene glycol (PEG), other petroleum-based ingredients, alcohol or artificial fragrance.

Ruby’s Organics Hybrid Mascara – Black costs Rs 800 for a 6.5 ml tube, a trifle expensive if pegged against popular commercial mascaras in the market. For example, Maybelline’s Volume Express Colossal Mascara (10.7 g) is priced at Rs 399 MRP (Amazon- Rs 319), while Lakme’s Eyeconic Curling Mascara is priced at Rs 450 MRP (Amazon – Rs 405) for a 9 ml tube.

However, Ruby’s Organics’ price is reasonable when compared to another organic and niche cosmetic brand, SoulTree, whose Ayurvedic Mascara, costs Rs 950 for a 6 ml tube.

Besides, Rs 800 is a small price for a product that comes with the promise of eye and skin care, with the guarantee of no sneaky chemicals lurking in the product.

Fun Fact: The Mumbai-based brand is named Ruby’s after the Founder, whose name is Rubeina Karachiwala.