But what truly sold me on the product was how seemingly gentle this formula is — following the first ingredient of purified water, it only has eight others (which include familiar stuff like hyaluronic acid, collagen, and vitamin B7, aka biotin) whereas other serums I’ve seen from competitor brands tout daunting ingredient lists as long as essays. I also think of serums as having a goopy consistency, but this Lash & Brow Growth Serum is weightless and applies like clean drops of water. Even when some of it gets into my eyes, it doesn’t sting, irritate, or interfere with other eye makeup that might be on my face. It quickly dries like water, too — it doesn’t leave any crust or residue behind, which means mascaras, eyeliners, and eyeshadows can be applied shortly thereafter.

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