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My Little Mascara Club – An Unexpectedly Fun Mascara Subscription

Megan K.
ByMegan K.Jul 13, 2021 | 1 comment

My Little Mascara Club
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My Little Mascara Club is a different sort of subscription. Instead of being a random discovery of beauty items, each month you can expect a small tube of super clean mascara delivered to you like clockwork. Sure, this might feel a little different if you are used to discovery subs, but if you want a reliable basic arriving at your door that you know you want to use every day, this subscription is pretty irresistible. Looking deeper into this brand, we discovered so many other fun features and elements that go far beyond a tube of mascara. Founder Christie Kerner was happy to give us all the details!

Why a Mascara Subscription?

Well, because so many of us use mascara every single day! And so often, it isn't working all that well. "As a blonde-haired woman with blonde eyelashes, are you kidding me? I literally started wearing mascara when I was 11. And I am now 44. So I have 33 years of love and mascara. And I've probably gone less than 33 days not wearing mascara in that entire time." Christie further explains: "I think, about three years ago, that I had this moment where I realized I was Frankenstein-ing my mascara. And it dawned on me, like sometimes when you want to build a company, you're going to do something like deeply innovative that the world just needs right. But sometimes it's about just a simple improvement in a way that matters to people."

And thus, My Little Mascara Club was born.

"Because let's face it, mascara has a reputation for not holding its spot. Its job is to hang out on my lashes all day. Like that's its one job. why does it not do its one job well?"

What Makes My Little Mascara Club Special?

For starters, it has an incredible brush that was designed with common mascara wand problems in mind.

"One of the things that have always been important to me is having a certain shape on the brush, because I've found long ago that you can actually naturally pull your lashes in a beautiful fanned out way if the brush has a certain kind of little bit straight, little bit lifted curve. So I found myself literally bending a lot of brushes over the years, and I was always frustrated that I couldn't like find one product that was like that. There's a lot of actual science to it- probably about 12 things happening with our brush that you wouldn't notice, like how there are different bristles and lengths, they're made of special materials, there's just a lot of dimensionality to brush, the angles of how the bristles are aligned and how they point. There's so much going on in the brush that I worked with some cosmetic scientists to do some really cool things."

Second, this is one ingredient-conscious mascara! With terms like 'clean' and 'natural' lacking much if any regulation, instead of leaning into these terms, Christie looked to a slightly unexpected source when it came to comparing her ingredients to so many other brands out there: Whole Foods.

"Both 'clean' and 'natural' are not regulated. And so there are people that kind of use and abuse these terms. So for me in development, I was like, 'okay, because this is an abstract thing, I need an anchor.' I believe that Whole Foods does a really good job of having high standards. And they have the resources and they have the mindset to go in there and really do a good job of diving into the science behind each ingredient and why it should or shouldn't be on a blacklist."

"So for me, our North Star was the Whole Foods Beyond Clean Beauty List, and we make sure that all of our products exceed that benchmark as our way that we approach clean. So I think I think we are absolutely one of the companies doing that in a very real way. Not in a marketing way."

And all of that hard work has paid off. My Little Mascara's formula received a 0 rating from Think Dirty, which is practically unheard of for mascara formulas. It also boasts glossy black lashes, great coverage, volume, length, and longevity while still being easy to rinse away in the shower.

Why the Small Tube?

As subscription box subscribers, so many of us value full-size products. But My Little Mascara Club mascara arrives in a mini tube. Christie explains the solid reasoning behind this feature: "I noticed in opening and closing my mascara, I never had a point where I was like, 'oh, it's empty, I need a new one. Right?' I was like, wait a second- I always throw away probably half of the bottle. Because one day you open it up and it's just magically suddenly dry, nasty, clunky and gross, and unusable to do small detailed work around your lashes. We exclusively sell mascara minis, because I 100% believe this is the right size for a mascara."

Even More Reasons to Love My Little Mascara Club

Christie understands that subscriptions should enhance your life, not add to daily hassle.

"As a direct-to-consumer brand, it's our responsibility to take extra good care of our customers, right? But in addition to that, as a founder that loves helping women feel better about themselves in life, there's no way I'm going to do anything but give people an amazing, uplifting, happy, positive experience as a part of our, you know, our club, if you will. And so for me, I understand how subscriptions can kind of weigh on people. But I also fully believe that mascara is something that having on subscription is only going to benefit their lives."

This means subscribers have complete control over their subscriptions and even help from My Little Mascara Club mascara concierge, Phoebe.

"You get an email from Phoebe a few days before your renewal each time and she's just going to check-in and be like, 'hey, how you doing? Do you have too much mascara? Do you have enough mascara? Do you need it sooner? We've got your back whatever you need here.' And we're gonna make it really easy, whatever you want to do. So if people want to skip a month, super easy, breezy, just a couple clicks, right? If people want to cancel also super easy, makes us really sad, but super easy."

There are also add-on options you can select each month of your subscription. Right now, these include micellar water remover (it smells like cucumbers!), corrector swaps, spare spoolies, and reusable makeup remover wipes. And don't forget the bundle kits.

This subscription also prioritizes giving back. From Christine: "We all know how much mascara means to a woman so we've already donated outside of that program 1000s of mascara this year alone to women in need and will always continue to do that because it's such a simple thing that can make such a difference for people." In addition, if a subscriber doesn't need mascara for the month but wants an alternative to skipping, they can choose to donate their mascara that month to a woman in need. And since this subscription is only $9 per month, it is an easy and affordable way to give back and share the confidence that mascara can bring with someone else.

About My Little Mascara Club

The Cost: $9.00 per month. Sign up here!

ACTIVE DEAL: Get 15% off your first month!

The Product: Fresh, clean, and smudge and clump-proof mascara made with natural ingredients that are 100% vegan and cruelty-free.

Ships to: The U.S.

Check out our My Little Mascara Club details to learn more!

Starting at $9.00
Active Deal
Get 15% off your first month!
Use Coupon Code MSA15
Subscribe Now
"Tired of clumpy mascara? Join the club! Meet the little mascara everyone is subscribing to, exclusively at My Little Mascara Club. Seriously smudge proof, packed with clean ingredients, and just the right size for you to always have a fresh, clump-free mascara. Delivered! We are 100% Vegan + C... read more.
Megan K.
Megan K.
I love natural/vegan beauty products, Korean skincare, unique jewelry, and weird candies from far away places. When I am not waiting for my next exciting box you can find me painting or taking photographs of interesting people. I never leave home without pug hair somewhere on my shirt and a bold lipstick on my smile.

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1 comment


I would love to try this mascara if they developed a tubing formula option in the future.

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