A ranking that has to survive being checked

What we do

We buy every lash serum in this ranking at UK retail, put it on a panel of ordinary testers for twelve weeks, photograph the result against a millimetre ruler and publish what came back — including the products that barely moved.

The scoring is deliberately mechanical. Four columns, fixed weights, the same treatment for a £14 serum from Boots and a £120 bottle from a department store counter. When a formula contains a prostaglandin analogue, its safety score is capped and the ingredient is named on the card. That single rule is the reason our order differs from most lists you will find.

What we will not do

• Accept a brand-supplied unit for testing, a fee for a position, or commission on a sale.
• Quote a percentage from a brand's own study as if it were our finding.
• Publish before-and-after photographs taken with different lighting, mascara or camera distance.
• Describe a cosmetic as a treatment. A lash serum is not medicine, and this site is not medical advice.

What we earn from this

Nothing. There are no affiliate links, no advertising and no sponsored posts on this site. The link beside each serum goes to the brand’s own page so you can read the ingredient list at source — it is a reference, not a shop, and whether you buy makes no difference to us. Every product on the panel was bought at full price with our own money.

Corrections

Formulas change, prices move and we make mistakes. If something here is wrong — an ingredient list, a price, a claim about a brand — tell us and we will check it and correct the page. Brands are welcome to send a reformulation for retesting; it goes on the panel with everything else, and we buy our own unit.