As clean beauty becomes a non-negotiable standard for more makeup lovers, two brands have emerged as leaders in the natural mascara space: Ilia Beauty and RMS Beauty. Both are known for their commitment to safe, non-toxic ingredients and high-performance formulas, but when it comes to everyday use, which brand actually performs better? In this comparison guide, we break down how Ilia and RMS mascaras stack up in terms of performance, ingredients, wearability, and overall value.
Brand Overview: Ilia vs. RMS
🌿 Ilia Beauty
- Founded in 2011
- Focus on skin-centric, clean makeup
- Known for its innovative dual-purpose formulas
- Offers a range of mascaras for volume, length, and definition
🌿 RMS Beauty
- Founded by makeup artist Rose-Marie Swift
- Emphasizes raw, food-grade ingredients
- Minimalist, skin-loving formulas
- Offers a single standout mascara option focused on nourishing lashes
Product Comparison: Their Hero Mascaras
💫 Ilia Limitless Lash Mascara
- Dual-sided brush for length and separation
- Infused with shea butter and keratin
- Buildable, flake-free, and smudge-resistant
- Available in black and brown, plus new waterproof version
💫 RMS Straight Up Volumizing Peptide Mascara
- Hourglass-shaped brush for volume and curl
- Contains organic shea butter, pro peptides, and candelilla wax
- Promotes lash health over time
- Designed for bold volume with a clean, conditioning formula
Performance and Wearability
✅ Ilia
- Great for everyday use and buildable looks
- Long-wearing, yet easy to remove with warm water or micellar cleanser
- Delivers natural length and lift without clumps
- Suitable for sensitive eyes and contact lens wearers
- More options available (including waterproof and tinted versions)
✅ RMS
- Offers immediate, dramatic volume
- Feels conditioning and nourishing on lashes
- May smudge slightly under humid conditions or with oily lids
- Easy to remove and gentle on the eyes
- Limited to one main mascara formula (for now)
Brush Design
🖌️ Ilia:
- Dual-sided brush: one side with long bristles for lengthening, the other for building volume
- Excellent for precision application and lash separation
- More beginner-friendly for layered, clump-free looks
🖌️ RMS:
- Hourglass-shaped brush designed to hug lashes and add fullness
- Great for volume, but may require cleanup for smaller eyes or short lashes
- Tends to pick up more product per swipe
Clean Formulation and Ingredients
Both brands are committed to clean beauty, but with slightly different philosophies:
🧪 Ilia Beauty
- Cruelty-free, gluten-free, and mostly vegan
- Free from carbon black, parabens, phthalates, and synthetic fragrance
- Uses bio-based polymers and conditioning botanicals
- Developed with dermatologists and ophthalmologists
🧪 RMS Beauty
- Focuses on raw, food-grade ingredients
- Avoids synthetics almost entirely
- Mascara includes peptides for lash strength and growth
- Feels more like a lash treatment + mascara hybrid
Price & Value
- Ilia Limitless Lash Mascara: ~$28 USD
- RMS Straight Up Mascara: ~$26 USD
Both fall within a similar price range, but Ilia offers more variety and shade options, while RMS appeals to purists who prioritize the cleanest possible ingredients.
Pros and Cons
Ilia Mascara – Pros
- Lightweight, buildable, and long-wearing
- Options for different lash needs (volume, length, waterproof)
- Safe for sensitive eyes
- Award-winning performance
Ilia Mascara – Cons
- May not be bold enough for dramatic looks in one coat
- Not all formulas are 100% organic
RMS Mascara – Pros
- Delivers bold volume and pigment quickly
- Infused with lash-nourishing peptides
- Ultra-clean ingredients
- Ideal for minimalists who want rich results
RMS Mascara – Cons
- Only one formula available
- Slight smudging risk with oily lids or high humidity
- Brush may be large for some eye shapes
Final Verdict: Which One Should You Choose?
Choose Ilia Mascara if you want:
- Customizable lash looks (volume, length, definition)
- Long-wearing and smudge-resistant wear
- Multiple shades and waterproof options
- A gentle but high-performance formula
Choose RMS Mascara if you want:
- Intense volume with ultra-clean, nourishing ingredients
- A minimalist product that acts as both treatment and mascara
- A slightly bolder look in fewer coats
Conclusion: Clean, Conscious, and Effective
Both Ilia and RMS Beauty are setting the standard for clean mascaras that actually perform, but they cater to slightly different beauty philosophies. Ilia excels in versatility and wearability, making it a go-to for those who want reliable everyday lashes with a clean label. RMS, on the other hand, is best for those who prioritize ingredient purity and intense volume, even if that means a single formula.
Whichever you choose, you’re guaranteed a mascara that respects your health, your lashes, and the planet.