With society as a whole changing its consumer habits, cruelty-free makeup and skincare have been all the rage of late. Though there is no specific industry standard for the term, it generally signals the use of non-toxic ingredients and an emphasis on transparency.

Of the multiple of brands experimenting in the clean beauty sphere, Milk Makeup has been at the forefront of creating must-have, cruelty-free products. Now, the New York-based brand is recommitting its clean beauty efforts with the release of its all new ‘Rise’ mascara and ‘Overachievers’ set.

Building off the success of the brand’s beloved ‘KUSH’ mascara, Milk’s all new product is fragrance and paraben-free and vegan certified. Arriving in travel and full size, the mascara lifts, lengthens, and curls lashes while the curved shaped of the wand helps to ensure maximum length and coverage. The product’s vegan formula helps to increase lash health and moisture thanks to ingredients like monoi oil and marigold extract.

Not only thoughtfully crafted and formulated, the ‘Rise’ mascara features new technology explorations for the brand. The ‘Vegan Lash-Wrap Technology’ boasts four vegan waxes that help to coat and lift each lash. And don’t worry, the mascara is undeniably clump-free.

In addition to new mascara ventures, Milk also released the ‘Overachievers’ set: a mini-size kit that features a handful of the brand’s best-sellers. Coming in a mint green travel case, products include the brand’s Hydro Grip Primer, Hydro Grip Set + Refresh Spray, KUSH Mascara, and Lip + Cheek in Perk.

Whether you are on the hunt for a new, lash curling mascara or products that won’t irritate the skin, look no further than Milk Makeup’s newest releases. With an emphasis on cruelty-free ingredients and a focus on natural beauty, the brand is certainly one to incorporate into your beauty routine.

The ‘Rise’ mascara and  ‘Overachievers’ set are available for purchase at www.sephora.com, www.milkmakeup.com, and in Sephora stores.