This is the best daily wear mascara I have found to date. Having originally purchased it in brown to wear for a subtle, no-mascara look (and finding it to be too dramatic for that) I have now also tried the black and discovered that I can use both with equal success so now buy whichever happens to be cheaper at the time. This mascara retails for $8 (which is already cheap) but I can always find it right around $5 at various online retailers so it’s definitely a steal.

PROS:
Easy to apply. It has a thinner consistency which I prefer and can be easily layered without clumping.
Does not irritate my eyes (even when I fail to remove it before bed).
Does not flake.
Easy to remove.
Cruelty free and on the slightly more “natural” side (though still with some questionable ingredients).
CONS:
As far as I can tell, this isn't really available in-store anywhere, so I have to be certain to order online before I run out.
The tube doesn't come with any kind of seal so if you purchase from somewhere that accepts returns you can’t really tell if it’s been used before.
Will run if exposed to moisture and does not come in a waterproof version.

As far as appearance, this mascara keeps my lashes separated well enough that they look a bit fuller and I do notice some slight lengthening, though nothing dramatic. It's very dark and 1 to 2 coats is enough to make my otherwise colorless lashes look very black (the brown also looks black).

Overall, this is as close to HG as a mascara has ever been for me. Being the mascara whore that I am, I still continue to try others often but always keep the Reviva Labs on hand. I must say, I am very pleased that the best mascara I have tried is also the cheapest!

Ingredients:
Water, Beeswax, Copolymer, Isododecane, Peg-20, Sorbitan Beeswax, Glycerylstearate SE, Wheat Germ Oil, Magnesium Silicate, Kaolin, Cetyl Phosphate, Carnauba, Stearyl Alcohol, Panthenol, Cetyl Alcohol, Xantham Gum, Potassium Sorbate, Sodium Dehydroacstate
May Contain:
Iron Oxides, Mica, Titanium Dioxide, Ultramarine Blue

Um, why have I not heard about this mascara before or seen it in any store? I've spent hundreds of dollars trying to find a usable "clean" mascara, and this one is really good, super cheap, and easy to find online.
It's thick, but I always wipe 90% of whatever mascara comes out on the brush before applying to curled lashes because I prefer as natural a look as possible - this mascara gives me that look perfectly. Have I found it?
My skin is super oily, and I live in Seattle, so almost every mascara smudges under my eyes, but this one does not. I'm so happy my search is over and for once the product is clean AND cheap. Go team!

Easily my HG - my biggest complaint being that I hesitated so long before trying it!
I use this mascara in brown, originally purchasing it thinking it would be my subtle, every day, barely there brown mascara. It's far too dramatic for the "natural" look if that's what you're going for but I love it so much I just do a more dramatic daily look than originally planned.
PROS:
VERY lengthening.
Thin, smooth texture but not so thin it runs into my eyes.
One coat is enough, but the product is easily layered - whether you do so when it's totally dry or still wet.
Separates lashes enough that when applied with a light hand I do not need to comb afterward.
Little to no clumping.
No irritation, even when I sleep in it.
I haven't had ANY flaking no matter how long I leave it on.
CHEAP. I get mine for under 6 bucks on vitacost or iherb.
CONS:
The stopper doesn't get all the excess product off the brush, so you have to pay close attention to how much product is on the brush or you'll end up applying way too much at once.
Also, I can't find it anywhere in person. But since it's so readily available online, that's hardly a con.
BOTTOM LINE: Wonderful mascara. The only reason I even try other is because, well, I'm a mascara whore. But I always make sure to have this stuff on hand.

Actual name: Hypoallergenic Mascara--the Liquid seems to have been an old version.

I am a redhead in natural-lash denial with a lifelong--well, 25-year-long--mascara habit. Worse, I am a mascara wh**e. Not serially monogamous; it's more like polygamy, with a harem, and long-term friends with benefits, and every once in a while--periodic phases of curiosity and urges to experiment--some down and dirty cheating. Which is just as well, as it's the best way to discover gems like this Reviva mascara. It's a simple, basic, everyday, YBB mascara. Available in brown and black. Odourless. Zero irritation, nice light feel, no smudging, good day-long last. Cheap.

It's packaged in a short stocky plastic tube, and has a short wand--great for controlled close-up work--very similar to those of Beauty Without Cruelty, Origins, Fresh, MAC. The brush is an old-fashioned one, the classic fairly short head, bushy without being teddy-bear. Formula: very gloopy when first opened, but wipe the brush clean, and for the first few uses, spiral it and act fast when pulling it out of the tube. As with pretty much any mascara, a lash-comb is advisable.

The formula itself: slightly thick without being too wet. I'm applying two coats to the top lashes (and doing both the underside and the top side, getting right down to the roots--I have pale lashes, looks silly otherwise) and one to the bottom lashes. It applies evenly, without clumps or globs or flakes: nice clean separation of lashes with a little volume, but nothing over the top. Coats can be layered. Any overspill on surrounding skin cleans up fast; not too much of it, and it is something that happens if you're applying mascara right down to the lash-line so as to avoid showing your roots / true colours...

On the lashes, this mascara feels light, supple, and fluttery; but lashes stay well in place--with some of the lightest flutteriest mascaras, I'd found that lashes went all over the place: you'd look in the mirror a couple of hours later and find some were tangled up and others were poking out in eccentric directions. Not so with this stuff. No flaking or running into eyes; at least, if there's been any, it's not noticeable on the lashes--they're still all nicely dark--and hasn't caused any irritation on the eye. A bonus right now, in allergy season.

Dries fairly fast; once dry, it stays on well all day, without flaking or smudging. It passed my standard smudge-and-general-wear test with flying colours: left on for 24 hours including sleeping in it. Lashes were still nice and soft the next morning, though in place: neither crunchy and brittle (can happen with some waterproofs and drier mascaras), nor poking out all over the place at weird angles. I tested it further, applying another coat (top lashes and the odd bottom one that had reverted to its natural state), and got 48 hour wear out of the stuff. Making Reviva at least as long-lasting as some of the other great standards out there, like Clinique Naturally Glossy.

It's also as resistant to moisture as any waterproof ones I've used. It's not completely waterproof--I tested it out in the shower--but it does resist everyday rain. I also tested it out in the shower against two other non-WP mascaras, and it outperformed them by a long stretch: Honeybee Gardens and Ecco Bella. Tested out in the gym and running: sweatproof.

It can, like pretty much any mascara, also be waterproofed with the addition of an "overcoat" such as Clarins Double' Fix.

Removal: comes off easily with oil, using a cotton-wool pad (or substitute, ex. reusable washable cotton pads).

UPDATE up to 5 lippies. The tube has lasted nearly 3 months now, and is only showing signs of improving with age: less gloop on the brush when you pull it out the tube; still impeccable application and wear. Used on a weekend-long hike, deploying a little in the mornings (Sat & Sun) to touch up eyes: great stuff.

Cruelty-free, and pretty decent simple ingredients; though not vegan (beeswax). Cheap as chips: the regular price is around USD 7.50-9.00, and it's often on special for around USD 4.00-6.00; 0.25 oz tube. I haven't seen it in B&M stores here (Vancouver, Canada) but got it online; Google for current best prices and shipping and so on... The packaging isn't anything to write home about, being plain black with gold lettering on a plastic label (can be removed if you feel like an even more minimalist approach to your mascara).

INGREDIENTS: Water, beeswax, copolymer, isododecane, PEG-20, Sorbitan Beeswax, glyceryl stearate S.E., wheat germ oil, magnesium silicate, kaolin, cetyl phosphate, carnauba, stearyl alcohol, panthenol, cetyl alcohol, xanthan gum, potassium sorbate, sodium dehydroacetate. May contain iron oxides, mica, titanium dioxide, ultramarine blue.

Note that the old formula (and name) had a different formula, using different preservatives. continued >>

I am not sure if this is the same mascara, mine says Reviva Hypoallergenic Mascara. It is very black, which I like, rather clumpy, which I don't like.. and it does seem gentler on my eyes than previous mascaras. However, reading the ingredients, I don't know how "natural" it is, overall! It was about 9 dollars in my health food store, a bit pricey, I think.

I found this to be very clumpy and flaky. For a non irritating mascara with natural ingredients I prefer OcuSoft - reveiwed on Unlisted Brands.

This mascara is a pretty good find. The ingredients are gentle, yet the pigment is rich. The consistancy is pretty thick so you have to get the hang of this product so you don't get clumps. other than that, it looks nice and quite dramatic for a natural product. in the healthfood store, this sells for $7 which isnt bad at all for mascara.