Superhero Mascara, £17.60, IT Cosmetics at Boots; Im-Possible Mascara, £30, Kjaer Weis at Niche Beauty; Telescopic Carbon Mascara, £8.75, L’Oréal Paris at Look Fantastic; Volumising Mascara, £18.50, Green People; Lashtopia Mascara, £21, bareMinerals at Lookfantastic; The Mascara, £24, Jones Road

Green beauty

The term ‘clean’ is a contentious one in beauty, mainly because there’s still no standardised definition across the industry. It’s also sometimes used interchangeably with labels such as natural and non-toxic, which can be meaningless. When beauty brands talk about clean, they usually mean they don’t contain parabens, sulphates, triclosan, phthalates, formaldehyde and polyethylene glycol (PEG), but there are many more ‘clean’ no-nos.

This isn’t to say categorically that mascaras that aren’t ‘clean’ are bad for you – none of this is conclusive in any direction – but clean mascaras are less likely to contain harsh chemicals and their absence will improve the health of your lashes. Some, like Ilia’s, come in a travel size so you can trial for less outlay.

Clean mascaras have come a long way in the past couple of years. Brown herself has one, part of her new Jones Road range, and it’s rapidly become the Telegraph beauty team’s favourite clean mascara. It comes in one colour, black – all you need and not too hard a look even on the palest complexions, says Brown.

However, what’s being touted as a breakthrough clean mascara from organic make-up line Kjaer Weis has just launched in the UK. Called Im-Possible Mascara, it uses anti-inflammatory raspberry fruit water to increase moisture and improve the rate of repair, while marula oil locks in moisture and provides protective antioxidants, and sunflower seed oil prevents breakage and stimulates healthy lash growth. User trials suggest it performs better than a conventional mascara, lengthening, thickening and lasting all day.

This article is kept updated with the latest information.