PSA: This Internet-Beloved Beauty Brand Just Launched Its First-Ever Mascara, and It’s Worth Every Penny

Photo: W+G Creative
With the Well+Good SHOP, our editors put their years of know-how to work in order to pick products (from skin care to self care and beyond) they’re betting you’ll love. While our editors independently select these products, making a purchase through our links may earn Well+Good a commission. Happy shopping! Explore the SHOP

Most days, I'm wearing minimal to no makeup, but when I do reach for my cosmetic bag, I always gravitate towards the same product: mascara. That's because mascara gives my short lashes the oomph they need to lift and shine throughout the day. When buying mascaras, I gravitate toward ones that lengthen my lashes, resist smudging, and are free of icky ingredients like parabens, propylene glycol, and fragrances, which has been known to cause skin irritation.

Unfortunately, the one I use has ingredients that irritate my lids and cause smudging, making me look like I’ve cried multiple times throughout the day (I promise I’m okay, lol). This experience prompted my search for a new mascara, and I finally found one that ticks all of my boxes. Introducing Tower 28's first-ever mascara, the MakeWaves Mascara ($20).

What do I love about MakeWaves?

All the things. First and foremost, it's formulated with Aquaflex technology, which is often used in hairstyling products, to hold and lift curls all day. I've tested the mascara for two weeks and can attest to the formula's strength. After applying just two coats of mascara in the morning, I've noticed how the formula volumizes my eyelashes, and holds them up throughout the day, never sinking.

Experts In This Article

Despite the mascara lasting all day, it washes off easily with just water, making makeup removal a breeze. The mascara is also non-irritating and sensitive-skin proof thanks to the castor oil, which has antibacterial and antifungal properties to ward off skin infections. I don’t find this mascara to cause itchiness or skin irritation, and as someone who’s battled eczema and sensitive skin for years, I consider that a plus. Bonus: It’s contact-lens safe and has been tested by an ophthalmologist.

Beyond the formula, the applicator is innovative, too. Bottled in a cute, pink tube, the mascara comes with a triple-wave wandthree bouncy bands that merge as one—that grips my lashes and coats each one (#nolashleftbehind). I also love how the wand is angled, matching the curvature of my eyelids for easier application (no more wrist flicking). 

I’m not the only one who has adored this mascara. Other members of Well+Good’s editorial staff tested it and fell in love with it, too. "I love this mascara, but I'm not surprised—everything Tower28 does is freakin' magic,” says Francesca Krempa, Well+Good’s associate commerce editor. “The formula is so lightweight and natural looking, I love that it gives my lashes a little lift without overdoing it. And the bendy applicator makes getting even coverage so easy. There's no bunching up or sticking together—it's about as good as a mascara can get IMO."

Take our word for it: MakeWaves is a mascara you’ll want in your makeup rotation. It’s non-irritating, volumizing, and gives your lashes the pizzazz you need. You can shop it now at or

Want to be the first to hear about the latest (and greatest) SHOP product drops, custom collections, discounts, and more? Sign up to have the intel delivered straight to your inbox.

Our editors independently select these products. Making a purchase through our links may earn Well+Good a commission.

Loading More Posts...