WE ARE MILANI: Born in East LA, we've always been connected to the rich diversity of our neighborhood, because it’s a place that truly embodies the melting pot of Los Angeles. We're not inspired by couture and top models. Our passion is real people, living real lives. Beauty is for everyone. No matter who you are or where you come from, we're here to fuel your self-expression with makeup for every shade, attitude, and ethnicity. No judgment. No exceptions. TIPS & TRICKS: For best results, Highly Rated Mascara may require initial priming on first use by pumping the brush into the vial to distribute the product evenly. CRUELTY-FREE BEAUTY WITH RESULTS: The plant-based formulation protects and conditions, without smudging, flaking or clumping and is made without parabens, D5, TEA, alcohol or perfume. In a consumer panel survey, 94% saw doubled lash thickness, 91% saw dramatic volume in one stroke, and 91% saw instant curl and lift in lashes. STATE-OF-THE-ART BRUSH: The Elite brush is designed to coat lashes from root to tip and tapered end delivers sleek, even saturation. Combs and separates to volumize and define each and every lash. MASCARA FOR EVERY EYE: This iconic formula is highly rated for a reason! Our luxurious 10-in-1 mascara builds, lifts and dramatizes for sky-high lashes in a single stroke. Who doesn’t want voluminous and lengthening mascara?.