Chella is a beauty brand focused on eye and brow essentials that emphasize clean, conscious formulations. It offers a focused lineup that includes eyebrow pencils, defining gels, highlighter pencils, mascara, eyeshadow palettes, and heated lash curlers.
The brand offerings also include curated brow and eye kits for beginner and experienced users. This gives you options whether you’re shaping, defining, highlighting, or enhancing your brows and eyes as part of your routine.
In this review, we’ll take a closer look at the brand strengths, potential limitations, product lineup, and overall user experiences. This includes how the brand’s offerings perform in real use, where it stands out, and where it may fall short based on user feedback and broader market expectations.
Founded in 2003, Chella is known for clean, vegan formulas made with safe, skin-friendly ingredients like vitamin E, jojoba seed oil, shea butter, and aloe vera. The brand highlights avoiding more than 1,000 harsh or irritating ingredients, and it promotes simple, everyday makeup that looks natural and is easy to use.
As per its official website, Chella offers Eyebrow Creams and Eyebrow Pencils in nine shades each, including options like beautiful blonde and marvelous medium brown. You also get an Eyebrow Defining Gel and both matte and shimmer Highlighter Pencils that help outline and brighten the brow area.
The brand also offers kits, such as the Eyebrow Cream Kit, Eyebrow Pencil Kit, Brow Minimalist Kit, and Brow Essentials Kit, which help bundle these products for a complete brow routine.
Chella also offers a wide range of eye products, including the Good Drama Mascara and Mini Good Drama Mascara, heated eyelash curlers, and several eyeshadow palettes. Some options are the La Vie Neutral, Manifest Bronze, Divine Purpose, and the Chella + VelaBeauty Blushing Rose palettes.
The Deluxe Heated Eyelash Curler is designed to shape your lashes using gentle, controlled heat rather than mechanical pressure. Its heating element is encased in a silicone-coated wand that has the ability to distribute heat evenly while minimizing direct thermal stress on the lash shaft. Silicone is also more flexible than metal, allowing the wand to glide along the lash line without scraping or tugging.
As per the official website, the device operates on a 3.7V lithium-ion battery, which provides consistent power output to maintain stable temperature levels across its three heat settings. Lithium-ion cells deliver a steady current and recharge efficiently through USB, reducing fluctuations that could cause uneven heating.
The dual-sided custom tip and arched comb in this curler are designed to capture multiple lash rows and lift them from the base. The heat helps temporarily reshape the keratin proteins within each lash.
As per the official website, the Eyebrow Pencil helps shape and define your brows with a smooth, retractable tip that offers controlled, buildable pigment. The pencil’s long-wearing pigments may help you create fuller or more precise brow lines without needing multiple passes, and the attached spoolie lets you blend the product for a softer, more natural finish.
The Eyebrow Pencil has vitamin C, which might help neutralize reactive oxygen species (ROS), which are naturally produced through daily exposure to sunlight and environmental stressors. It might help maintain a more even-looking tone in the brow area and support the structural proteins that keep the skin firm.
The makers also added vitamin E to this pencil, which is a lipid-soluble molecule, allowing it to integrate into the skin’s natural barrier and reduce transepidermal water loss. This may help your skin stay supple and improve how evenly the pencil glides across the brow line.
The Good Drama Mascara may help coat each lash with pigment while supporting the lash shaft and surrounding skin through a blend of plant oils, antioxidants, and hydrating agents. As per the official website, its brush is designed to separate individual lashes to reduce clumping, allowing the formula to build volume and length in controlled layers. It aims to create lift and curl through its film-forming texture, which holds shape as it dries while remaining flexible enough to avoid flaking.
The Good Drama Mascara combines vitamin E, which could help neutralize free radicals generated from UV exposure or pollution that can otherwise weaken keratin fibers in the lashes over time.
Argan Oil in this formula provides a high concentration of fatty acids, particularly oleic and linoleic acids, that help maintain softness and flexibility in the lash cuticle. These fatty acids coat the lash surface, reducing friction during application and helping form a smoother film of pigment. Argan oil also supports the skin barrier by replenishing lipids, which may improve comfort if you are prone to dryness around the eyes.
The Good Drama Mascara also has aloe vera, which contains polysaccharides that can form a lightweight, hydrating film on the lash surface. This helps the lashes remain pliable rather than brittle. Aloe also includes phytosterols that can calm the skin around the roots, which may be beneficial if your eyes are sensitive.
The makers state that safflower oil in this mascara may help restore softness and reduce the roughness of the lash surface. It also has mango seed oil, which contains stearic and oleic acids that create a conditioning layer, improving how evenly the mascara spreads.
As per the official website, the Eyebrow Cream gives you a smooth, controlled application, and its airlock seal helps slow down oxidation and moisture loss, keeping the formula from drying between uses. The built-in angled brush allows you to place pigment more precisely along the brow line, whether you’re filling sparse areas or shaping a fuller look.
Eyebrow Cream could help condition the brow hairs and support the skin barrier underneath. It might help strengthen the skin’s natural moisture layer, reducing dryness that can affect how smoothly the cream spreads.
The makers state that this cream could also help maintain a more uniform appearance in the brow area. Its mild brightening effect may support a cleaner, more defined frame around the brow shape without altering your natural tone.
The Brow Minimalist Kit combines a retractable eyebrow pencil with a clear defining gel, giving you a simple two-step routine for shaping and maintaining your brows throughout the day. The pencil delivers buildable pigment that can fill sparse areas or refine your brow outline, while the spoolie may help blend the color for a softer, more natural finish. The clear gel in this kit helps set the brows in place with a lightweight film that stays flexible, avoiding the stiffness often associated with stronger-hold formulas.
As per the official website, the Brow Minimalist Kit contributes a mild brightening effect, helping the surrounding skin appear more uniform in tone. It may help create a minimal routine that shapes, fills, and sets the brows while supporting both the hair and the surrounding skin through antioxidant and hydrating ingredients.
The La Vie Neutral Eyeshadow Palette combines two pearl and two matte shades designed for smooth application and day-to-night wear. The formula is made to blend easily while resisting creasing and midday fallout, helping the pigments stay even across the eyelid without settling into fine lines. The palette also includes a dual-ended brush so you can layer, soften, or define each shade with more precision.
As per the official website, vitamin E in La Vie Neutral Eyeshadow Palette may help protect the delicate skin of the eyelids. It may support the natural barrier by reducing transepidermal water loss and reinforcing the outer lipid layers. This creates a smoother base for pigments, improving spreadability and helping the shadow maintain an even finish during wear.
La Vie Neutral Eyeshadow Palette also has coconut oil, which may help calm mild irritation caused by repeated blending or brush movements. Olive oil in this formula could help maintain softness without creating excess slip that would disrupt the shadow’s longevity.
The Shimmer Highlighter is designed to give you a soft glow that works across multiple areas of the face. Its pencil format allows targeted placement, whether you want to brighten the brow bone, add light to the inner corners of the eyes, or create a subtle sheen along the cheekbones.
The makers state that the formula stays creamy on application and then settles into a smooth finish without caking, which helps the shimmer remain even throughout the day. It combines shea butter, which helps soften the skin’s surface and fill minor texture irregularities, allowing the highlighter to sit more seamlessly.
Chella highlights the design of its beauty products for brows, eyes, and complexion in a variety of shades to fit different skin tones, hair colors, and personal styles. Instead of offering a narrow set of shades, Chella builds its product line so that fair, medium, olive, or deeper skin tones can find a shade that complements their natural features. This approach helps the brand serve a diverse customer base and supports the idea that beauty should be accessible to everyone.
This inclusive approach appears across multiple products. Their Eyebrow Pencil and Eyebrow Cream come in several tone options so you can choose a shade that matches your brow color or desired definition. Good Drama Mascara and the Deluxe Heated Eyelash Curler are designed to work with different lash types rather than assuming a single look.
The La Vie Neutral Eyeshadow Palette and Shimmer Highlighter include tones that can be worn by a wide range of complexions. Kits such as the Brow Minimalist Kit also show that Chella supports multiple shades and finish options instead of offering only one standard style.
Chella builds its visual identity around a clean and simple presentation rather than complex or heavily decorated packaging. This removes unnecessary visual elements and focuses on clarity, soft color choices, and simple design so it feels modern and easy to understand.
This minimalist direction is reflected across products such as the Deluxe Heated Eyelash Curler, Eyebrow Pencil, Eyebrow Cream, Good Drama Mascara, La Vie Neutral Eyeshadow Palette, and Shimmer Highlighter. These products are designed to look refined and practical rather than bold or ornamental.
The simplicity of the packaging and product format supports everyday use and makes beauty routines feel more straightforward. The Brow Minimalist Kit aligns directly with this approach because it highlights ease of use and streamlined beauty tools.
Chella defines itself as a vegan and cruelty-free brand by committing to product formulations that do not include animal-derived ingredients and by ensuring that none of its formulations are tested on animals. This means that whether you choose an eyebrow pencil, eyelash curler, mascara, eyeshadow palette, or any other item, you can expect it to be free of components sourced from animals and produced under ethical testing standards. This commitment addresses growing user demand for beauty that aligns with compassionate and ethical values rather than traditional animal-based cosmetic manufacturing.
The brand prioritizes ingredient selection and production practices that align with non-animal sourcing and cruelty-free testing. This means that if you follow a plant-based lifestyle or avoid animal-derived products for personal or environmental reasons, you can trust Chella as a consistent option.
Chella shows limited brand differentiation as it focuses mainly on brow and eye products rather than offering a broad beauty or skincare assortment. The product portfolio centers on products such as the Deluxe Heated Eyelash Curler, Eyebrow Pencil, and Brow Minimalist Kit. This specialization makes the brand less distinct in a beauty market where many companies offer complete routines, multiple categories, and multifunctional products. The narrow focus limits the ways Chella can stand out and makes it harder for the brand to build a unique position beyond the brow and lash segment.
When compared with broader competitors, the limitation becomes clearer. Grande Cosmetics differentiates itself with a much wider product scope and performance messaging that extends into lashes, brows, lips, and skincare. On the other hand, Prime Prometics also positions itself around pro-age options that target skin needs across makeup and skincare.
These brands create a stronger distinction because they address multiple beauty concerns and appeal to wider consumer groups. Chella’s more limited focus reduces its competitive visibility and does not offer the same level of category flexibility or trend adaptability.
Grande Cosmetics takes a performance-focused approach built around enhancing lashes and brows through targeted options, while Chella focuses on clean, everyday makeup for brows, eyes, and subtle highlighting.
As per its official website, Grande’s lineup centers on high-performance formulas such as GrandeLASH-MD Lash Enhancing Serum, which features peptides, hyaluronic acid, radish root ferment, amino acids, honey, aloe, and the prostaglandin analogue Isopropyl Cloprostenate. This direction carries through to products like GrandeBROW Brow Enhancing Serum, GrandeMASCARA Conditioning Peptide Mascara, GrandeDRAMA Thickening Mascara, and GrandeLIPS Hydrating Lip Plumper, supported by tools including the GrandeLASH-LIFT Heated Lash Curler and Lash Separator. The brand also provides detailed ingredient guidance and ophthalmologist testing information to reinforce its results-driven formulas.
On the other hand, Chella takes a more streamlined, makeup-first direction with a catalog built around everyday essentials. Its core products, such as the Eyebrow Cream, Eyebrow Pencil, Eyebrow Defining Gel, Highlighter Pencil, and Shimmer Highlighter, focus on blendability, shade accuracy, and clean formulations rather than lash or brow growth.
The brand’s eyeshadow lineup, including Manifest Bronze, La Vie Neutral, Divine Purpose, and the Chella + VelaBeauty Blushing Rose Palette, emphasizes wearable colors and ease of application. Chella also offers tools like the Heated Eyelash Curler and Partner in Curl Kit, while supporting personalization through “Find Your Brow Shade” and “Find Your Highlighter Shade.”
Grande Cosmetics maintains a broader product scope that covers serums, makeup, lip plumpers, haircare, skincare, supplements, and accessories. Meanwhile, Chella keeps its catalog concise, primarily brows, eyes, and face, emphasizing accessibility and easy routine-building.
Prime Prometics and Chella share a focus on clean, vegan beauty, but their priorities and product strategies differ clearly.
As per its official website, Prime Prometics offers products such as PrimeLash Mascara, PrimeEyes Glide Eyeliner, PrimeEyes Eye Brightener, PrimeBrow Pencil, PrimeSkin CC+ Cream, and PrimeLash Growth Serum. These products are formulated to support concerns common to beauty, such as short lashes, graying brows, dryness, and changes in skin texture. This extends across their full catalog, which includes makeup, skincare, and haircare, along with bundles like the Bestseller Bundle, PrimeLash Bundle, and Complete Makeover Bundle.
On the other hand, Chella takes a wider approach and places stronger emphasis on ingredient transparency and safety. Their line from the Good Drama Mascara and Deluxe Heated Eyelash Curler to the La Vie Neutral Eyeshadow Palette, Custom Eyeshadow Palette, and various brow and face essentials highlights using EWG-rated ingredients such as vitamin C, vitamin E, argan oil, shea butter, and jojoba seed oil.
The brand provides detailed sourcing information, maintains a strict “no-go” list that exceeds major clean beauty standards, and focuses on offering shade diversity supported by color-matching guides. Chella’s product range stays centered on brows, eyes, and complexion basics with an emphasis on smooth application, long wear, and shade consistency.
Prime Prometics offers a more targeted range designed for beauty needs, while Chella provides ingredient-conscious products with a strong commitment to safety, transparency, and shade inclusivity.
To evaluate Chella, we reviewed customer feedback on Amazon, focusing on the brand’s product consistency, shade accuracy, and overall product performance. The brand’s Eyebrow Pencil holds a 4.6 from 1,549+ global ratings. Several users consistently note its precise application, smooth texture, and reliable shade matching, particularly for blonde, taupe, ash, and grey undertones that many brands struggle to match. However, some users mention that the pencil appears to run out faster than before, while a few customers reference dry or crumbly textures.
The brand’s Good Drama Vegan Mascara holds a 4.2 rating from 245+ reviewers. Many users appreciate the buildable formula, softer everyday effect, and distinctive shade options such as burgundy. Other customers describe it as gentle and easy to remove. At the same time, several users note smudging, dryness, or a less noticeable color payoff, suggesting variability across shades and user preferences.
While Chella’s eyebrow offerings demonstrate consistent satisfaction, its mascara line shows mixed impressions depending on formula expectations and shade selection.
To assess Chella, we looked at core factors such as brand age, product focus, formulation standards, and the availability of third-party reputation data. Chella has been around since 2003, giving it over two decades in a niche segment centered on brow grooming and eye-focused cosmetics. Its product line remains intentionally streamlined, offering brow pencils, creams, highlighters, mascara, and related tools, all positioned under a clean-beauty framework with vegan, paraben-free, gluten-free, and cruelty-free claims.
We also considered ethe brand’s presence on major platforms such as BBB and Trustpilot. The brand is not listed on either, which limits visibility into large-scale customer service experiences and broader satisfaction metrics.
This evaluation highlights that while Chella maintains a focused, clean-ingredient approach supported by a long operating history, the limited availability of third-party reputation data remains a notable factor to consider, especially if you prefer independent verification before making a purchase.
Chella focuses on vegan, cruelty-free brow and eye products made with plant-based ingredients such as vitamin E, jojoba seed oil, aloe vera, and shea butter. These components are known for their moisturizing and conditioning benefits, helping products apply smoothly while supporting overall skin comfort.
Its inclusive shade options and simple packaging support accessibility. However, the brand’s focus stays limited to brows and eyes, which reduces versatility if you prefer a wider beauty range.
When considering Chella, it is essential to consider a few precautions. Make sure to patch-test its products if you’re sensitive to botanical extracts, review shades carefully when shopping online, and avoid using the heated curler on damp lashes. It is advised to store cream products away from heat, replace eye makeup regularly to prevent bacterial buildup, and discontinue use if you notice irritation or changes in product texture.
Contact us at [email protected] or follow @leafsnap on Twitter! View our Privacy Policy.
