The ICONA Milano Emotion Allowed mascara has been hiding in my storage for ages – another Glossybox sample buried in the mascara backlog. After years of working through an embarrassingly large queue, this Italian brand finally made it to the front. Spoiler: whilst the product is average, the shade name makes this review memorable.
Updated April 2026 – ICONA Milano remains relatively unknown with limited online presence. Always patch test cosmetics from unfamiliar brands.
What Is ICONA Milano?
I’d never heard of ICONA Milano before receiving this, so expectations were non-existent. A Google search revealed remarkably little – online information is sparse at best. What I found: it’s an Italian makeup brand marketed for women of all ages. That’s it. The lack of online presence is concerning for a brand charging £13 for mascara.
What It Promises
According to the packaging: long-lasting wear with no smudging, water/sweat/humidity resistance (perfect for holidays or gym), rich creamy formula for intense bold looks, and buildable coverage. Standard mascara claims – nothing innovative here.
The Sneeze Test Failure
Here’s what they don’t promise: sneeze-proof wear. Minutes after application, I sneezed and mascara dots appeared under my eyes. So much for “no-smudge” claims. To be fair, few mascaras survive a proper sneeze, but worth noting for hay fever sufferers.
Performance Review
Length: Does absolutely nothing. Lashes look the same length, just darker.
Volume: Slight boost, nothing dramatic. Subtle difference you might notice in good lighting.
Formula: Decent texture – not too wet or dry. Applies smoothly without major clumping if you work quickly.
Wear time: Aside from sneezes, lasts through the day without major flaking. Don’t cry or get caught in rain.
Is It Worth £13?
Absolutely not. For £13, you could buy two or three high-street mascaras that perform better. L’Oréal, Maybelline, and Max Factor all have options in the £5-8 range delivering superior results. I’d value this at £5 maximum – basic, functional, nothing special.
My verdict? It’s okay. Not terrible, not amazing – just okay. Does the bare minimum: makes lashes darker.
The Best Part: The Name
The absolute best thing? The shade name: Doom. Not “Midnight Black” or some pretentious name. Just Doom. Brilliantly melodramatic from a product called “Emotion Allowed.” What emotion? Impending doom, apparently. If all mascaras had names like “Despair” or “Existential Crisis,” makeup shopping would be far more interesting.
FAQ
Where can you buy ICONA Milano?
I got mine in Glossybox. Online availability seems limited.
Is it waterproof?
Claims water-resistant but don’t trust it swimming.
Better options under £15?
Yes. L’Oréal Lash Paradise, Maybelline Lash Sensational, Rimmel Wonder’Full.
It sounds like a good option for the gym (and love the ’emotion allowed’ tag on the packing, haha). Pity it didn’t wow you though!
ps. ahh those sneezes, too many finished looks have been ruined with a sneeze…
aglassofice.com
x
The name is cool. Bummer that the mascara wasn’t all that and smudged when you sneezed.
It’s not sneeze proof.. haha.. that sounds like something that would happen to me.
Finding a good mascara is really hard it’s hit and miss. I am sneezing all the time so this wouldn’t work for me shame Lucy x