Beautycounter Think Big All in One Mascara: Overpriced and Underwhelming

Beautycounter is another brand that doesn’t justify its high price tags. Historically linked to MLM practices, the brand has now transitioned to retail, distancing itself from the controversial pyramid scheme model. But even with this shift, the quality of their products remains questionable.

Take the Think Big All in One Mascara, for instance. It’s one of the most disappointing formulas I’ve ever encountered. Rather than delivering the promised length and volume, it merely coats your lashes with a thin, lackluster layer of black. The wand is nearly identical to that of Tarte’s Tubing Mascara—a product I genuinely love for its ability to evenly lengthen and coat lashes. This similarity highlights an important point: while the wand is often credited with making or breaking a mascara, the formula is just as crucial. In this case, the comparison reveals how much a subpar formula can fail, even with a well-designed wand.

The packaging, on the other hand, is undeniably luxe. The tube has a satisfying weight to it, giving off an air of high-end elegance. Amusingly, the design might remind you of a bullet vibrator—if that’s your thing, you might get a kick out of it. However, at $30, you’re paying for the packaging, not the performance. The weighty, luxurious feel doesn’t compensate for the mascara’s weak results.

In my experience, Beautycounter’s products are consistently overpriced and underperforming. I wouldn’t recommend spending your money on this brand.