How we test
Every number on this site comes from the same protocol. It is published here so you can decide whether to trust it.
Measured change, not vibes
Every serum runs a 12-week cycle with a fixed panel. We photograph at day 0, 28, 56 and 84 under identical lighting, fixed focal length and a millimetre reference marker, then measure the longest five lashes per eye. Self-reported 'it looks better' never enters a score.
Ingredient forensics
We read the full INCI list, not the marketing page. Prostaglandin analogs, undisclosed actives, preservative systems and known ocular irritants are logged individually. A serum that hides its mechanism loses points before it is ever applied.
Tolerance tracking
Testers log irritation, dryness, redness, lid darkening and any visual change daily. Any adverse event is recorded and published, including for products we rank highly.
Cost per treated month
Price is normalised to the cost of one full 12-week cycle plus six months of maintenance, so a cheap 2 ml tube that runs dry in eight weeks does not beat a larger bottle on headline price.
Applicator and waste
Brush precision determines how much product lands on the lid rather than the lash line — which is exactly where pigmentation problems start. We score tip geometry, product load and dry-down.
Company transparency
Published ingredient lists, honest timelines, a real returns policy and a reachable human. Guarantee length is scored; a 90-day guarantee that covers a full cycle is worth more than a 30-day one that cannot.
Scoring weights
Total 100 points, normalised to a 10-point scale| Dimension | Weight | What earns points | What loses points |
|---|---|---|---|
| Measured efficacy | 35 | Millimetre gain and density change at day 84 versus baseline | Change indistinguishable from control eye |
| Safety & tolerance | 30 | No prostaglandin analog; zero adverse reports across the panel | Pigmentation change, irritation, undisclosed actives |
| Value per treated month | 15 | Full cycle plus six months of maintenance at a defensible price | Small bottles that cannot complete a cycle |
| Applicator precision | 10 | Controlled liner tip, correct product load, fast dry-down | Broad brushes that push product onto the lid |
| Transparency & guarantee | 10 | Published INCI, honest timelines, guarantee covering a full cycle | Hidden mechanisms, 7-day claims, no returns route |
Who runs the panel
Editorial lead
Owns the rubric, runs the photography standard and signs off every published score. Twelve years in consumer beauty testing.
Formulation reviewer
Cosmetic chemistry background. Reads every ingredient list against the published literature and flags anything undisclosed.
Clinical adviser
Reviews adverse-event logs and the safety language on every page. Advisory only — we do not provide medical advice.
Panel members are compensated by us, never by a brand, and are not told which product they are using where blinding is possible.