Mascara: it’s a tricky one to reinvent the wheel. While it’s one of the essential items in any makeup bag, it can often be seen as an afterthought – well in my case anyways.
A mascara is something I throw into my shopping cart because I remembered I’m running out. As I’ve never found “the one”, I have gone through so many tubes in my time as a beauty writer, but recently I have come across a new formula that I will be repurchasing over, and over, again: Vieve’s Icon Mascara. If you’re already a fan of the Vieve Modern Mascara, see this as an amped up version. More volume. More length. More everything.
What I love about the VIEVE Icon Mascara:
- It provides dramatic volume (brand studies found that volume increased by 356%)
- It instantly adds length and defines, without going clumpy
- It lasts all day without flaking off or smudging under my eyes
- The weighty, gold packaging feels very luxurious
The best way I can describe the result is like false lashes from a tube. The volume of my lashes transformed with one swipe, but they weren’t at all clumpy – in fact, brand statistics found that volume increased by 356%. Now those are the kinda stats I like to see. In the same way that falsies give you that volumised, fluffy effect, this is exactly what the Icon Mascara did for me, all while depositing a jet-black pigment.
To be fully transparent I naturally have long lashes, but even so I was impressed at how well the brush grabbed onto each lash to lift to its highest potential. Seriously, I could almost feel them getting caught in my eyebrows.
Now, I’ll be honest, when I first saw the wand I didn’t think we’d be friends. I’m more of a plastic wand girlie but this has a jumbo, fluffy bristle wand which, from past experiences, usually flicks the product onto my eyelids. In this case, my lids remained mascara free.
In terms of application, Jamie Genevieve, founder of Vieve, says: “Apply while looking down into a mirror – it helps catch every single lash, from the root to the tip.” Following her advice I wiggled the wand up from my roots and allowed the formula to dry before going in with a second layer. The wand also tapers in ever-so slightly at the end, so you can use it to catch shorter hairs in the inner corner or bottom lashes.
As for the staying power, I really can’t fault it. Nothing turns me off a mascara more than under-eye smudging, so I was thrilled to find that the mascara was still on my lashes by the end of the day – and not down my face. I also found that the volume remained throughout the day. Even after hours of wear, they still looked as long and bold as they did when I first applied the product. An “icon” indeed, I say.
But that’s not all! As we’re now officially in autumn, I’m looking towards the most exciting time of year – Christmas, obvs. And Vieve has launched the perfect eye duo to take you through the festive season or to buy as a gift. The Eyeconic Eye Duo Kit combines the Icon Mascara and one of the Eye Wands, essentially your entire eye look with just two products. Who ever needs to carry around a full palette anymore?
I’ve used the Vieve Eye wands since they first launched – they’re a staple in my makeup bag, in fact – as they completely take out the faff of applying eyeshadow. Simply scribble the pen over your eyelid and use your finger to blend in the product. The finish is matte, making them perfect for day-to-day wear, or they can be used as a primer to apply shadow on top of. They’re also available in 11 wearable shades, but my favourite has to be Camel – a neutral brown that adds a hint of warm smoke to my outer eye.
Clare Stephenson is the Senior Fashion and Beauty E-commerce Writer for Cosmopolitan, ELLE and Harper’s Bazaar. She has been an e-commerce writer since 2022, creating matter-of-fact reviews and shopping pages filled with her favourite products for every budget and need – whether that’s a glow-giving foundation, a high-tech LED face mask or the perfect wear-with-everything blazer.
Alongside writing, Clare loves to be in front of the camera creating shopping content, putting viral products to the test to see which ones are truly worth the hype. Through her work, she has interviewed leading dermatologists, makeup artists and industry experts to bring readers trusted advice and product recommendations.
Clare has contributed to titles across the Hearst UK portfolio, including Women’s Health, Good Housekeeping, Red and Prima. Prior to joining Hearst, she earned a BA in Multimedia Journalism from Bournemouth University, focusing her studies on magazines and editorial. She later worked as an editorial assistant at Voir Fashion Magazine, covering events including Fashion Week and interviewing notable brand founders.
Outside of work? You can find Clare strolling through London’s Columbia Road Market, pouring her fourth coffee of the day or heading to a Pilates class.
Follow Clare on Instagram @clarefrancesstephenson.
