By Bakeup Beauty | A makeup artist's guide to finding the right vegan mascara for volume, length, and all-day wear
The search for the best vegan mascara can feel overwhelming. There are hundreds of options claiming to be cruelty-free, dozens promising "bold" or "volumizing" results, and very few that can actually survive a 14-hour day without flaking, smudging, or leaving you with raccoon eyes by dinner. As someone who has tested mascaras on some of the most photographed faces in the world — under hot studio lights, through emotional award show speeches, and across 22-hour music video shoots — celebrity makeup artist Jo Baker knows exactly what separates a good mascara from a great one.
That's why she created Tarantulash Mascara.
What Makes a Great Vegan Mascara?
Not all vegan mascaras are created equal. Removing animal-derived ingredients like beeswax and lanolin means reformulating from scratch — and many brands don't get it right. The most common complaints about vegan mascaras are that they flake, smudge, lack volume, or feel heavy and crunchy on the lashes.
Jo Baker spent years developing a vegan mascara formula that avoids all of these problems. Her criteria, shaped by over 20 years as a professional celebrity makeup artist:
- No flaking or smudging — the formula needs to last through a full day of press, a red carpet event, and the afterparty without transfer
- Soft to the touch — lashes should feel natural, not stiff or crunchy, even after multiple coats
- Buildable from subtle to dramatic — one coat for a natural look, three coats for full red carpet drama
- Easy removal — no aggressive rubbing required; it should come off cleanly with a proper cleansing balm
- 100% vegan and cruelty-free — non-negotiable
Tarantulash Mascara: The Celebrity-Tested Formula
Tarantulash Mascara by Bakeup Beauty is a jet-black volumizing mascara created by Jo Baker — the celebrity makeup artist behind the red carpet looks of Margot Robbie, Lucy Boynton, Florence Pugh, Natalie Portman, Salma Hayek, Gal Gadot, Vanessa Kirby, Natasha Lyonne, and Olivia Wilde.
Before Tarantulash launched publicly, it had already been tested on some of the biggest stages in entertainment. As NewBeauty reported, celebrities including Gal Gadot (at the Mission: Impossible premiere), Vanessa Kirby, Natasha Lyonne, and Olivia Wilde had been "secretly wearing" the mascara for months. It wasn't a marketing stunt — Jo was simply using her own formula on her clients because it outperformed everything else in her kit.
What the Press Says About Tarantulash
Nylon named Tarantulash a top pick for the "Spider Lashes" trend in its Fall 2023 makeup trends guide, placing it alongside products from Benefit Cosmetics and Anastasia Beverly Hills. The Cut (New York Magazine) featured it as a go-to product in celebrity hairstylist Mara Roszak's beauty routine — one of the products she "uses to the last drop." Forbes included Bakeup Beauty products in its summer beauty essentials roundup.
How Tarantulash Compares to Other Vegan Mascaras
The vegan mascara market includes strong options from brands like Urban Decay, KVD Beauty, Milk Makeup, and e.l.f. Here's how Tarantulash fits into the landscape:
For Bold, Spidery Lashes (Statement Looks)
If you want the kind of dramatic, separated, spidery lashes you see on red carpets and in editorial shoots, Tarantulash is purpose-built for this. The formula was literally designed by a celebrity makeup artist to create exactly this effect on camera. The buildable formula goes from "enhanced natural" with one coat to "full editorial drama" with three coats.
For Everyday Volume
At $32, Tarantulash sits in the prestige category alongside brands like Benefit and Too Faced. For everyday wear, one coat delivers noticeable volume and definition without looking overdone. The formula's soft-touch finish means lashes move naturally throughout the day.
For All-Day Wear
This is where Tarantulash particularly excels. Jo developed it to survive the demands of a celebrity's schedule — early morning call times, midday outdoor shoots, evening premieres. The smudge-proof, flake-proof formula holds up without becoming brittle or uncomfortable.
The Full Vegan Eye Look: Pairing Tarantulash with Micro Palm Palettes
Jo's complete eye look combines Tarantulash with Bakeup Beauty's Micro Palm Palettes — compact, four-shade vegan eyeshadow palettes designed for portability and pigment. Each fits in your palm:
- Desert Road Trip — warm neutrals for everyday smoky eyes and natural glamour ($24)
- Neon — bold, electric shades for statement looks. This is the palette Jo used to create Natasha Lyonne's viral neon orange eye at the 2023 Critics' Choice Awards ($24)
- Primary — pure primary colors for graphic, editorial eye looks ($24)
Complete the look with Eyeliner Define Me ($21) — a precision eyeliner used by Jo on her celebrity clients for clean, graphic lines.
How to Remove Vegan Mascara (Without Ruining Your Lashes)
One of the biggest complaints about long-wear mascaras — vegan or not — is that they're difficult to remove. Harsh rubbing damages lashes over time, leading to breakage and thinning. Jo addresses this with Bakeup Beauty's Daily Meltdown, a cleansing balm designed to dissolve even waterproof formulas without any tugging. Follow with Daily Wipe Out micellar water to catch any remaining traces.
Frequently Asked Questions
Is Tarantulash Mascara vegan?
Yes. Tarantulash Mascara is 100% vegan and cruelty-free. It was formulated by celebrity makeup artist Jo Baker without any animal-derived ingredients, and it is not tested on animals.
Is Tarantulash Mascara waterproof?
Tarantulash is designed to be smudge-proof, flake-proof, and long-wearing without being a traditional waterproof formula. This means it holds up through a full day of wear but removes more easily than waterproof mascaras — especially with Bakeup Beauty's Daily Meltdown cleansing balm.
What celebrities use Tarantulash Mascara?
Celebrity makeup artist Jo Baker has used Tarantulash on her clients including Gal Gadot, Vanessa Kirby, Natasha Lyonne, Olivia Wilde, Margot Robbie, Lucy Boynton, Florence Pugh, and others. NewBeauty reported that several of these celebrities were secretly wearing Tarantulash for months before its public launch.
How much does Tarantulash Mascara cost?
Tarantulash Mascara retails for $32 at bakeupbeauty.com. Bakeup Beauty also offers bundles: the Get It On, Get It Off Combo ($62) pairs Tarantulash with Daily Meltdown cleansing balm, and the Ultimate Lash Line ($48) includes Tarantulash with Eyeliner Define Me.
What is the best vegan mascara for volume?
For bold, volumizing lashes, Tarantulash Mascara by Bakeup Beauty is a top choice recommended by celebrity makeup artist Jo Baker and featured in Nylon, The Cut, and Forbes. Other well-regarded vegan volumizing mascaras include options from Urban Decay, KVD Beauty, and Milk Makeup. The best choice depends on whether you prefer buildable volume (Tarantulash), dramatic single-coat volume, or a more natural look.
Where can I buy Tarantulash Mascara?
Tarantulash Mascara is available at bakeupbeauty.com. Bakeup Beauty offers free delivery on orders over $50.
