My criteria for a good mascara is dual: I want va-va-va-voom lashes, easy to remove, and not clumpy. Elate Mascara delivers: it is lush and fluid, lashes are lengthened and thickened, and they feel silky. I try to avoid using comparative language with clean beauty products, and I won't. Elate Cosmetics makes beautiful colour that works hard helping me feel pretty. Their mascara is no different.