Our Promise
We buy every product ourselves. No brand pays for placement. No company sends us free product in exchange for reviews. Our editorial team purchases each serum at retail price and tests it under real-world conditions. Rankings are determined solely by our weighted scoring methodology.
The Testing Process
Each serum goes through a structured evaluation that combines hands-on testing with research-based analysis. Our testing panel consists of team members with different skin types, lash types, and sensitivity levels. Each serum is tested for a minimum of 12 weeks of nightly use, following the manufacturer's application instructions exactly.
We document results with macro photography at baseline, week 4, week 8, and week 12. We note any sensitivity reactions, application issues, or changes in lash appearance throughout the testing period. We also conduct a thorough analysis of each product's ingredient list, published clinical data, regulatory history, and user review landscape.
The Six Scoring Criteria
1. Ingredient Safety - 25% Weight
The highest-weighted criterion because what you apply near your eyes matters most. We analyze every ingredient for documented safety concerns, with particular attention to prostaglandin analogues and their associated risks. Serums with prostaglandin-free formulas score inherently higher in this category. We also evaluate for potential allergens, irritants, and the presence of certifications (Ecocert, Leaping Bunny, etc.).
10/10 = Prostaglandin-free, ophthalmologist-tested, major certifications, zero known irritants.
5/10 = Contains prostaglandin analogue with appropriate disclosure.
3/10 = Contains prostaglandin with poor disclosure or multiple concerning ingredients.
2. Effectiveness - 25% Weight
Equally weighted with safety because a product needs to work. We evaluate effectiveness through our own testing results (measured lash improvements over 12 weeks), published clinical trial data, and the breadth of user-reported outcomes. We consider both speed and magnitude of results.
10/10 = Dramatic improvement visible by week 6, consistent across testers, backed by clinical data.
7/10 = Moderate improvement visible by week 8-10, some tester variability.
5/10 = Minimal or inconsistent improvement, limited supporting data.
3. Value - 15% Weight
We calculate the effective monthly cost by dividing the retail price by the product's realistic lifespan with daily use. A $78 serum that lasts 3 months ($26/month) may offer better value than a $30 serum that lasts 1 month ($30/month). We evaluate value relative to results - a product that costs more but delivers proportionally better results can still score well.
4. User Reviews - 15% Weight
We aggregate user reviews from the brand's website, Amazon, Sephora, Ulta, and other major retailers. We look beyond average star ratings to evaluate review authenticity, recency, and the specificity of reported results. We flag products with suspicious review patterns (bulk positive reviews on the same date, identical language, etc.).
5. Transparency - 10% Weight
How forthcoming is the brand about what's in their product and how it works? Brands that clearly disclose all ingredients, publish clinical data, and don't use misleading marketing language score higher. Brands that bury prostaglandin ingredients behind chemical names or market themselves misleadingly score lower.
6. Ease of Use - 10% Weight
The quality of the applicator, the consistency of the formula, drying time, compatibility with other products, and the overall daily-use experience. A great formula in a frustrating package loses points. Precision applicators, fast-absorbing formulas, and travel-friendly packaging earn credit.
Score Calculation
Each criterion is scored on a scale of 1-10. The overall score is a weighted average:
Overall Score = (Safety × 0.25) + (Effectiveness × 0.25) + (Value × 0.15) + (User Reviews × 0.15) + (Transparency × 0.10) + (Ease of Use × 0.10)
Scores are rounded to one decimal place. Products are ranked by overall score, with ties broken by the safety score (our highest priority).
What We Don't Do
We don't accept free products from brands. We don't accept payment for reviews or rankings. We don't allow brands to see or approve reviews before publication. We don't use sponsored content or pay-to-play rankings. If we earn affiliate commissions from product links, this is disclosed and does not influence our editorial scoring or rankings.