Icona Milano Emotion Allowed Waterproof Mascara Review

By Tuesday, August 23, 2016 , , , , , , , , , ,

Hello Everyone,

Got the Icona Milano Emotion Allowed Mascara in the June Glossybox. I have never heard of this brand before but nonetheless I was excited to try out a new mascara plus I love how they have included Emotion Allowed as part of the product name. So let’s get on with the review and see how this one fared out.

Product Description: Icona Milano Emotion Allowed Mascara, Black Long lasting and with no smudges at all this mascara is water, sweat and humidity resistant. The rich and creamy formulation and the intense colour create a bold look. The volume is buildable. A basic makeup remover is recommended.

Price: 19USD/ 16.50€

Performance: Formula of this is very creamy and more on a wet side. I got this in June glossybox and the formula is still very wet till date. It has a real slim shaped brush with soft bristles along the length of the wand. After using the Catrice Glamour Doll Volume Mascara I have gotten use to slim brushes and in fact I like slim brushes now. The mascara brush hugs the lashes really nicely and because it is so slim you can get real close to the bottom of the lashes and do the zig zag application motion and pull them up whilst coating them evenly. Plus it is so easy to get to your inner corner and do the bottom lashes without making a mess. It does a nice job at separating your lashes and lifting them from the roots. Definitely gives lengthening effect, manages to hold the curl nicely and does give extra volume to your lashes. You can layer it up quite a bit and it doesn’t get clumpy but if you overdo it then it definitely will clump up. It doesn’t layer that well once dried but still you can do one or two coats once dried. It is a waterproof formula and staying power is great. It stays put no matter what, doesn’t flake or smudge, doesn’t irritate my eyes and lasts for whole day until I remove it. Waterproof formulas are a bit difficult to remove but nothing an oil based cleanser can’t handle.
My only issue with this mascara is that tube doesn’t have the suction bit like other mascaras. Due to this brush picks up way too much product and you have to get the excess off every time you use it otherwise you end up with mascara all over your eyes. It gets quite time consuming and it is not the best one to use if you are in a hurry.

The Good:

  • Nice Formula
  • Very pigmented, true black
  • Great brush.
  • Definitely lengthens the lashes
  • Holds the curl nicely
  • Volumizing
  • Great for lower lashes
  • Doesn't smudge 
  • Doesn’t flake
  • Stay put all day long
  • Waterproof
  • Doesn't irritate the eyes 

The Bad: 

  • On the expensive side.
  • Availability might be an issue.
  • Brush picks up way too much product.

I am really having a good luck with mascaras. First Catrice Glamour Doll Volume Mascara and now this one. I really like this mascara. It does everything I want a mascara to do it lengthens the lashes, makes them look very defined, holds the curl nicely, provides extra volume, lasts all day long without smudging and is waterproof. Brush pick up way too much product but I can get over it. I am glad I got to try it because otherwise I would have never picked it up myself.

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  1. I hate it when the brush picks up too much product, I had a similar mascara that did this and it was a nightmare!

    Yiota x

  2. Nice review.

  3. @Yiotou_La: I hate that about the wand but I like the way it makes my lashes look.

  4. Sounds great. I prefer non waterproof mascara. Great review :)

  5. I am have a hard time finding a place to purchase the mascara. Do you have any suggestions?