Things You Would Never Know by Reading Ingredients, aka Why I Love Paula Begoun

aveda mosscara


“Aveda Mascara:
Average Mosscara ($18) claims its conditioning formula is helped by the inclusion of Iceland moss, yet there is not enough moss in it to cover a twig, let alone condition lashes. This is an ordinary mascara formula that produces average length and minimal thickness, but it’s hardly exciting or worth considering over the best Maybelline or L’Oreal mascara.”

taken from Don’t Go To the Cosmetics Counter Without Me, by Paul Begoun

I’m an ingredient label reader, but there’s no way you could tell how much moss this Mosscara contains just by reading the ingredients, except in relation to other ingredients.

I bet Paula has saved a lot of women a lot of money over the years.

Moss on twig:

moss twig w

Twig on Moss:


Mosscara on model.


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