Posted by: Jordan
For our second MakeUP SmackDOWN we’re putting a couple of natural mascaras up for comparison: 100% Pure Fruit Pigmented Mascara and Jane Iredale PureLash Mascara. I have already reviewed 100% Pure mascara in more detail in another post, but as you know we’ve been on the hunt for a natural waterproof mascara for a long time, so when I saw that Jane Iredale’s PureLash mascara claimed to be water-resistant, I had to test it out for our readers. *Note: I even wore a different mascara on each eye several times to get a true comparison on how these hold up against each other throughout the day. Now that’s devotion to research!
Clumpiness: Honestly, I go back and forth on this one. One day Jane Iredale seems to be a bit more clumpy; the next 100% Pure has some clumps. So this one is really a toss-up because neither of them are perfect, but neither gives you the horrendous 3-giant-spiderly-lashes look either.
Thickening/Lengthening: I have decently long lashes, but they’re stick straight, light in color, and thin. So a good mascara does wonders for my eyes and I try to never leave the house without mascara, even if going to the gym. Although recently pregnancy brain has kicked in and I didn’t realize until late in the day that I completely forgot to apply mascara that morning! I know that may seem shallow, but that’s an addict for you. Jane Iredale is more of a natural look mascara–it certainly wouldn’t replace a dramatic mascara, like DiorShow or my old favorite, Maybelline Full ‘N Soft. 100% Pure gives my lashes a bit more oomph–making them stand up a little taller and look fuller. Need a visual comparison? This is a creepy closeup picture of my eyes…which eye do you think looks more defined?
Verdict: The clear winner here is 100% Pure.
Color choices: Jane Iredale PureLash has two color choices: black and brown. Meanwhile, 100% Pure comes in four deliciously named colors: Black Tea (basic black), Dark Chocolate (I haven’t tried on my eyes, but on my hand it’s a nice dark brown), Blackberry (a dark violet. It’s so dark it almost looks black, but the woman at Duane Reade sold me on it because she said “it makes brown eyes pop”), and Blueberry (a dark navy–almost black with a blue undertone, which presumably would make blue and green eyes “pop”?)
Verdict: 100% Pure wins again!
End of day smudge factor: When I first bought the Jane Iredale mascara, I thought for sure that it was going to beat 100% Pure in the smudge factor category. However, I don’t know if 100% Pure changed their formula, or if the Blackberry color just seems to smudge less than the Black Tea, which I had originally tried. However my latest test shows that 100% Pure in Blackberry seemed to smudge just a bit less than Jane Iredale PureLash. Neither were perfect, unfortunately!
Verdict: My recently purchased 100% Pure in Blackberry wins this category, but not by much.
Water-resistance: Another creepy close up of my eyes! What do you think? Granted, I splashed a lot of water on my face for this test (no rubbing, just splashing)…so when Jane Iredale claims to be water-resistant, I don’t think they had a giant handful of water thrown in your face as a good test.
Verdict: Tie. The 100% Pure on the right eye looks a little less raccoon-y, but I think that’s just because the Blackberry color is not as dark as the Jane Iredale in black.
Ease of removal: Both mascaras wash off very easily with soap and water, though 100% Pure seems to rinse just a little cleaner with less effort.
Verdict: Again, this is a super close contest, but 100% Pure takes the prize.
Ease of purchase: In NY I can buy both of these mascaras at local stores: Duane Reade drugstores sell 100% Pure in their select “Look Boutique” locations, and C.O. Bigelow sells Jane Iredale. My mom bought several Jane Iredale products recently at a local boutique in her town (a suburb of Illinois). Both mascaras are of course sold at several online retailers, including Amazon. But I think overall Jane Iredale is sold at more physical locations.
Verdict: Though both are easily bought online, Jane Iredale seems to be available at more locations nation-wide, so I’m giving this category to her.
Price: Not a huge price difference…100% Pure is $18 and Jane Iredale PureLash is $15.
Verdict: Jane Iredale wins by $3
Naturalness: The ingredients in both formulas pass my strict standards, as well as SkinDeep’s. Jane Iredale scores a 1 and 100% Pure scores a 2! However, looking at the ingredient list for 100% Pure’s formula reads like a fruit smoothie, so I’m not concerned.
Verdict: Really about a tie, but according to SkinDeep Jane Iredale scores a little better on the rating scale.
Overall Winner: 100% Pure wins this installment of MakeUp SmackDown–though not by a landslide! It was a pretty close contest. We’d love to hear your feedback on any other natural mascaras we should be trying!