The latest lash innovation the beauty team are obsessed with

The 4-in-1 Mineral Mascara That Works In Just One Coat!

At LOOK HQ we are pretty obsessed with our lashes. From tinting, to perming, curling and conditioning- we do it all, in the hope that we’ll have Kim Kardashian-worthy lashes. So when a new mascara lands on our desks and promises to be ‘the best mascara of all time’ we take things very, very seriously indeed.

Cue the latest arrival from Pur Minerals, it’s called Vicen Volume 4-in-1 Mascara, £15 With a promise to not just lengthen, but to also separate, strength and volumise we were keen to give the newbie a go. Our Beauty Editor, Sam put the mascara to the test and here’s what she thought…

The results from the Pur Minerlas Mascara Before and after one coat of the mineral mascara


‘I’m a total mascara snob, I’ve got my favourites and I rarely stray away from them. But I have to admit I’m seriously impressed with this mineral mascara. Firstly, mineral mascaras are extremely difficult to make, the ingredients tend to dry out quickly making the formula flakey. And although this doesn’t feel as ‘wet’ as my usual, I have to say I quiet like it. It means I don’t get black bits on my skin, so I can simply swipe it on and go without faffing with cotton buds’.

The second thing I loved was the brush. The layers of the bristles are quiet far apart from each other making sure it actually separates the lashes, like nothing I’ve ever tried before. It seems to have created fuller lashes in just one swipe! It was also pretty impressive on my bottom lashes, I have to say it looked as though I was wearing falsies!’

‘Next up the final results. To see my usual results I normally apply a hefty three or four coats, not only does that take up a lot of time in the morning, it also means I go through mascaras monthly! But one coat of this and my lashes were already good-to-go!’

‘The final ‘selling-point’ for me was the added Keratin. Keratin is an ingredient found in your hair, and it’s a common ingredient in shampoos and conditioners too, as it helps to rebuild the hair to improve it’s condition. They’ve cleverly added keratin into the mascara so over time your lashes grow stronger and longer. I haven’t been using it for long enough to see a big difference, but results are suppose to show after three- weeks. I’ll keep you posted on how I get on!’

Pur Minerals Vixen Volume 4-in-1 Mascara launches in the UK in August 2015.

Samantha Freedman 

Coming soon to our sister site Powder, you can find the best mascara personalised for you!