Problem Solvers

A Natural Mascara, that actually works!


Like men, jeans and hairdressers, finding the perfect mascara for you is, for any beauty enthusiast a lifelong quest. Being a blonde, I find mascara is doubly important to me because without it I can look a little hollow-eyed, like I just saw something ‘nasty in the woodshed’. Let’s face it, good mascara makes everyone look 25% prettier.

Finding your perfect mascara, that also happens to be 100% natural is like finding out that Ryan Gosling cuts a good bob!

When it comes to my eye area I like to use products with the least amount of synthetic or petrochemical-based ingredients possible because this area is not just a window to your soul, it’s also the front door to your bloodstream.

{W3LL PEOPLE}’s high-performance {Expressionist Mascara} is 100% natural – instead of petrochemicals they use beeswax and aloe vera. Length and volume are achieved via plant-derived cellulose fibres and, instead of using pigments that contain nasty ingredients such as coal tar, W3LL PEOPLE rely on pure minerals to create the required glossy, luxurious, jet black effect.


One of the {W3LL PEOPLE} founders, make-up artist Shirley Pinkson was an integral part of NARSs creative team for 14 years until her passion for ‘natural’ overtook her passion for NARS. Her mission is to infiltrate your make up bags with natural dupes of the cult (mostly synthetic) classics – so you don’t even notice the difference. If this W3LL PEOPLE formula were placed in the DiorShow or Benefit’s ‘They’re Real’ tube, you wouldn’t be any the wiser (in fact, our Marketing Manager Jennifer has relinquished her ‘cold-dead-hands’ stance on ‘They’re Real’ and now prefers this one).

The trick with application is to ‘twirl’ it on, hold the brush at the base of your lashes and twirl it towards you as you brush upwards – twerking is dead! Long live the twirl!!

I’ve just heard that I’m not the only one who thinks this mascara rocks; {Expressionist} has just won the highly sought after Allure Best of Beauty Award 2015 – and considering that they are not an advertiser, this is quite a feat. Expect big things from W3LL PEOPLE in 2016…


Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…