By Babes

By Babes, lash and brow cosmetics made in the UK

By Babes is a British cosmetics brand focused on lash and brow care and enhancement. Its catalogue is built around growth serums, mascaras and complementary lip, skin and accessory products. The brand presents itself as the UK's best-selling lash growth serum and states that its formulas are prostaglandin-free, vegan and British-made.

Featured products

The catalogue includes several main lines:

• Lash Growth Serum: lash growth serum, the brand's flagship product.
• Peptide Tubing Mascara: tubing mascara with a peptide formula, available in black and cocoa shades.
• Brow Growth Serum: brow growth serum.
• The Lash Rehab Duo: a pack combining the serum and the mascara, in black and cocoa variants.
• The Growth Lab Trio: a lash and brow routine, in black and cocoa variants.
• Hev Combo: a selection of favourite products from co-founder Heather Bowling.
• Insider Edit Mystery Bundle: a mystery bundle worth £100.

The shop also offers lip products (Hydrating Lip Silk, Longwear Lip Liner, Hydrating Tinted Lip Oil), Korean face masks, pyjamas and accessories such as vanity bags, lip liner cases, scrunchies, satin sleep masks, branded keyrings and playing cards.

Awards

According to the brand, its peptide mascara won at the 2025 Beauty Awards in the makeup must-have and product of the year categories, while the lash growth serum received a highly commended mention in the new beauty breakthrough category.

Formulation approach

The company states that it develops its products alongside cosmetic scientists and dermatologists, selecting actives with proven efficacy while keeping irritation to a minimum. It says it publishes ingredient lists, carries out safety and potential allergen testing, and works to cruelty-free, ethically sourced and, where possible, clean or minimalist formulation standards. The brand declares itself prostaglandin-free and vegan-friendly.

Social commitment

By Babes partners with Many Hopes, an organisation dedicated to rescuing children from injustice and supporting them through care, education, guidance and mentorship until college or trade school. The brand makes monthly donations and states that its contribution will increase as it grows.

Community and customers

The brand says that more than 100,000 people use its products as part of their daily routine. It describes its relationship with the community as a process of listening and co-creation, in which customer comments and opinions influence product and packaging design. It also declares a commitment to diversity of skin types, backgrounds and identities, and to the representation of and respect for all audiences.

Shipping and shopping

The online shop offers free UK shipping on orders over £36.99. New customers can get 10% off with the code WELCOME10. The catalogue includes a clearance section with discounts of up to 50%.