Icona Milano – Emotion Allowed Mascara


Online Description:

ICONA MILANO is a “Made in Italy” brand that offers a complete range of make up, created to satisfy the beauty needs of woman of every age. The ICONA MILANO identity has its roots in the values of the “Made in Italy”, in the world of the Italian fashion, design, and “sense of beauty”. “Beauty outfits” is the philosophy behind the brand: trough its wide and complete product range ICONA MILANO brings to every woman the possibility to create day by day and moment by moment their “beauty looks”.ICONA MILANO mission is to constantly offer excellent formulations, innovative concepts, real “master pieces” that become essential beauty tools, cosmetic accesories that complete woman outfits.

Long lasting and with no smudges at all this mascara is water, sweat and humidity resistent. The rich and creamy formulation and the intense colour create a bold look. The volume is buildable. A basic makeup remover is recommended.


My Thoughts:

This was one of the many mascaras I’ve received from my Glossybox subscription and luck would have it, it came as a full-size product! I personally am not a fan of waterproof mascara formulas because they may hold up well during the day, they are a pain to remove and they rip out my eyelashes in the process. So, finding out this was a waterproof mascara left me bittersweet because I was excited to get a new mascara, but bummed that it would be one that I would most-likely never repurchase.

At the moment, this mascara seems to be discontinued, but I’ll update this review if that changes. The smell is exactly like every other mascara I’ve used so that won’t gain or lose any points since that particular smell doesn’t bother me, but for the sake of trying new products and possibly changing my perception of them, let’s dive into this review.

Packaging:                                                ★★★★★/5

The tube itself is pretty generic with its simple tube shape and minimal design and lettering. The thick band of teardrops around the mid-section of the tube give a cute added effect along with the simple brand name and product information leaving the tube mostly bare and allows the product quality to speak for itself. The wand isn’t anything out of the ordinary and doesn’t provide much for separating my lashes, so, if I apply more than two coats, my lashes clump.

Performance/Wear:                               ★★★★★/5

As far as waterproof formulas go, I’m not a fan in general, but this formula isn’t as bad as the ones I’ve tried in the past. When I wear this alone, my lashes clump after two coats so that is a bust for using this as a daily mascara. Plus, I don’t really go swimming or live in rainy weather to need waterproof mascara on a regular basis. Instead, I do like to add a coat over my current mascara for certain events where I know there will be water effects or crying involved like water parks or watching This Is Us. For example, I’ll layer my mascara with 2 coats with a shaking motion starting from the roots and lifting up and out, then 2 more coats with the same technique, but starting at the mid-section of my lashes, then finish with two coats on just the tips of my lashes. After about 10 seconds, when the mascara is almost dry, add one coat of this from the roots of my lashes to their tips.

What that does is provide me with water-resistant lashes that is still easy and gentle to remove at the end of the day since this formula isn’t directly adhered to my lashes. I have yet to have an incident where my mascara still runs, but I don’t expect it to hold up as well when I wear it with another formula considering that method dilutes the effectiveness of the product. Another thing I like about this is that it doesn’t dry to an ugly gray-ish color, but instead stays black. It does oxidize slightly, but not enough to disappoint me in that regard. The texture is smooth and creamy and I think it would be more effective for those who prefer to wear mascara on a daily basis if they had a wand with longer bristles to help effectively prevent clumping.

One major downside to mascaras is sometimes they have a tendency to flake and sprinkle bits on my cheeks throughout the day, but luckily, this isn’t one of those formulas.


Price:                                                          ★★★★★/5

The price point for this is a happy-medium between drugstore prices and luxury brand prices. My personal stance on it is that I personally can’t justify the purchase because I don’t need waterproof mascara on a regular basis since I don’t live in a humid or rainy climate. Now, if I move to an area like that, I’d change my opinion on it, but for those who already live in those climates, I think this is a good choice for waterproof formulas, given they use a different wand.


Isododecane, Aqua (Water), Cyclopentasiloxane, Cera Alba (Beeswax), Trimethylsiloxysilicate, Polyethylene, Polyglyceryl-3 Beeswax, Disteardimonium Hectorite, Polypropylsilsesquioxane, Silica, Acrylates Copolymer, Silica Dimethyl Silylate, Phenoxyethanol, Hydrogenated Polycyclopentadiene, Sodium Dehydroacetate, Tropolone, Laureth-21, Tocopherol. May Contain: CI 77499 (IRON OXIDES)


  • Stays black even after it dries
  • Creamy texure
  • Doesn’t flake
  • Doesn’t run
  • Sturdy packaging


  • None

Texture:                                       Cream

Scent:                                           Normal mascara scent

Recommend?                             Sure

Repurchase?                               No

Retail:                                           $19.00

Size:                                              0.34 fl. oz.

I’d love to hear about your experience with this in the comments!! 😊

One Comment on “Icona Milano – Emotion Allowed Mascara

  1. Pingback: A Year of Makeup – Day 088 – ♥The Pale Adventurer♥

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