Merit’s New Volumizing Mascara Is a Savior for Our Sparse Lashes

As many times as I've said I've found "the one," the search for a perfect mascara will never be over. Different formulas offer different benefits, after all—it's totally fair to want a particular lash look for a night out versus your day-to-day flirty eyes.

Speaking of the day-to-day, though... don't you think your lashes deserve some impressive volume on the regular, too? Merit certainly does, and they've crafted the perfect mascara to make it happen. On Thursday, June 25, Clean Volume Mascara is joining their impressive lineup, and we have all the details—honest reviews included.

The Inspiration

When Merit set out to create Clean Volume, they wanted to reimagine what a volumizing mascara can be. Instead of going heavy on the formula for voluminous but weighed-down lashes, they chose to create a mascara "that delivers impact through precision."

"The result isn’t heavy, overdone lashes," they shared in a press release. "It’s our take on volume—clean, defined, and lifted."

The Formula

To start, the brand looked to the East. They ended up with a Japanese-made tubing formula that's able to lock in lift and curl without feeling heavy, and paired it with a first-of-its-kind, ultra-precise and petite brush that works to lift and separate each lash. The result: volume you can build, with zero clumping as you go about finding the perfect look. In both black and brown!

Easily removable with warm water and cleanser, the mascara has been shown to wear for up to 16 hours without smudging or flaking. It's sweat-, water-, and humidity-resistant, and ophthalmologist-tested so sensitive eyes and contact lens wearers can enjoy, too.

The Campaign

Continuing the brand's string of excellent celebrity moments, Merit partnered with none other than Miss Jemima Kirk as the face of the launch. "Through both her work and personal presence, Jemima has always embodied a confidence and irreverence that feels very Merit—she's a busy millennial who is sure of who she is and uses beauty to feel like herself, not to change into someone else," Aila Morin, Merit's Cheif Marketing Officer, tells Byrdie.

"Back in 2024, she did a Q&A on Instagram where she was asked what advice she'd give to 'unconfident young women.' Her response was 'I think you guys might be thinking about yourselves too much;' a humorous moment that stuck with us. In the era of beauty as a tool of transformation; for us, it should be a tool that gives you the time and space to do everything else you want to."

The Reviews

Sophia Vilensky, writer

“Save for an irregular lift appointment or the rare occasion when I have a good grip on my curler, my eyelashes rarely thrill me. Today they kind of did, though? Swiping Merit’s petite brush against those tiny hairs and watching them grow before/in front of/next to my literal eyes felt like a novel experience, perhaps because I went slow and watched the before-and-after happen in the moment. The teeny tiny brush also made me feel brave enough to tackle my bottom lashes, which I never do. Thank you for the volume, Merit. And for providing it without making my eyes immediately water, which they're wont to do whenever most brushes/formulas get close to them.”

Bella Cacciatore, senior news editor

"To be totally transparent, I have a lash lift in both these photos. But! I have been testing Clean Volume since April, and I love it both with and without the lift. I love a little drama when it comes to mascara, but my sparse lashes can get easily overwhelmed by volumizing formulas. Merit's tiny little brush really gets in there to lift and separate my lashes and apply just enough mascara to make them really pop without clumping. The formula feels super lightweight and soft, and doesn't flake or smudge. I always love a tubing formula, but have been especially appreciative of how easy it is to remove while I've been preserving my lash lift."