First Edition Set
Refillable Mascara Starter Kit
Gold Shell
Seaweed Capsule
Handle + Brush
$35
$18
$12
$65$50
$50
or 4 interest-free payments of $12.50 withafterpay
(4.5g/0.16oz) Water (Aqua), Isododecane, Iron Oxides (CI 77499), Glycerin, Cera Alba, Synthetic Wax, Diheptyl Succinate, Capryloyl Glycerin/Sebacic Acid Copolymer, Copernicia Cerifera (Carnauba) Wax, Cetyl Alcohol, Shorea Robusta Resin, Octyldodecanol, Glyceryl Stearate SE, Trimethylsiloxysilicate, Pentylene Glycol, Caprylyl Glycol, Arginine, Ethylhexylglycerin, Pullulan, Lecithin, Xanthan Gum, Acacia Senegal Gum, Sodium Phytate, Alcohol, Tocopherol, Helianthus Annuus (Sunflower) Seed Oil.
Plant-Derived & Bio-Based
Earth-Derived Mineral
Clean Synthetics
Because our Seaweed Capsules are genuinely made of seaweed, they are alive and active (not made to behave like plastic). Treat them gently.
To protect your Seaweed Capsules:
- Keep inside the Shell: Do not remove until you are ready to replace with a new Seaweed Capsule
- Keep at about 75°F: Keep your Gold Shell and any extra Seaweed Capsules in a cool, dry place for the best longevity.
Clean Formula Design: Because Shelliour replaces permanent plastic glues and heavy petroleum adhesives with water-responsive plant biopolymers (Pullulan & Shorea Resin), our formula is designed to wash off effortlessly without harsh scrubbing.
Application & Wear Tips:
- Touch-Free Wear: Avoid heavy rubbing or touching of the eye area, as physical friction can break the light, flexible plant-wax matrix.
- Humidity & Warmth: In extreme humidity, high moisture, or intense heat, the plant biopolymers naturally soften. For best results, allow the mascara to set fully after application and avoid direct steam or eye-rubbing.
To clarify: our refills are the Seaweed Capsules! They are not just liquid mascara in a tube—each refill is a solid, home-compostable Seaweed Capsule pre-filled with fresh formula that drops directly into your reusable Gold Shell.
We are currently finalizing the protective outer packaging for our Seaweed Capsules—specifically testing non-plastic alternatives to ensure the formula stays completely fresh during shipping. While we don't have an exact launch date just yet, we are aiming to have Seaweed Capsules (Refills) available right here on our website by November for $18.
Yes! We are currently formulating a deep, rich brown shade and plan to introduce it to our lineup as soon as our core launch is settled.
Each Seaweed Capsule holds roughly a 3-month supply if used daily. Because our capsules are made from natural sea kelp, they do not behave like plastic—meaning they may naturally expand over time as they react to changing room temperatures and humidity.
- Remove the Cap.
- Unscrew the Body from the Base.
- You will see the Seaweed Capsule inside the Base. Because the material naturally expands to create a tight seal, it will fit snugly.
- Firmly pull the capsule straight out. Pro tip: Use a small washcloth or paper towel to grip the capsule so you don't get any leftover mascara on your hands!
Yes, the formula and capsule are non-toxic and safe to break down in natural environments. However, to keep our waterways clean, please do not throw empty capsules directly into rivers or the ocean.
The best way to dispose of your empty capsule is in your home backyard compost or local municipal food waste bin. If you don't have access to composting, you can simply bury it in garden soil where it will naturally return to the earth.
Yes. For Batch 01, the brush applicators are set with adhesive for a secure fit, but they can be pulled out with a firm tug if you need to replace them. We are already upgrading applicators for Batch 02 so the brushes snap in and out effortlessly without needing any adhesive.
We use ethically sourced, natural beeswax (Cera Alba) to give our mascara its rich texture and flexible hold. Because beeswax is a natural byproduct of honeybees, our formula cannot be labeled vegan.
We choose not to use "vegan" as a green marketing shortcut. A product can easily be labeled 100% "vegan" while relying heavily on crude oil derivatives, permanent plastic glues (Acrylates Copolymers), and single-use packaging.
We believe responsible ingredient sourcing, safety, and overall environmental lifecycle impact matter far more than a single marketing badge.
By pairing natural beeswax and plant-derived resins (Shorea Resin, Carnauba) with high-purity synthetic wax and clean hydrocarbons (Isododecane), we eliminate permanent plastic glues while guaranteeing a formula free from heavy-metal impurities.
Note: We are strictly cruelty-free and never test our products or ingredients on animals.
The Difference
Shelliour
Traditional
The Shelliour System
The Luxury Guilt Cycle
$50 Upfront ($20 Refills). No more hoarding dry tubes out of guilt. When your Seaweed Capsule is empty, compost it guilt-free. Your luxury Gold Shell stays with you forever, dropping your routine to just $20.
$30-$45 Every purchase. We hold onto expired mascara too long because throwing away expensive "luxury" packaging feels wasteful. You end up scraping a dry brush around a plastic tube you paid a premium for, just to delay tossing it in the trash.
NO plastic
NO permanent waste
NO microplastics to outlive us
Seaweed Refills
Biodegradable by design
With over 120 billion cosmetic packages thrown away each year, this is the beginning to the end of single-use makeup culture!
Most cosmetics are designed to be thrown "away". With refills made from seaweed, Shelliour is creating a future where cosmetic packaging no longer has to exist forever.
Modular Design
Keep the Case, Swap the Core
The First Edition set includes our permanent, precision-machinedGold Aluminum Shell + a mascara Seaweed Capsule.
Engineered to endure, the Gold Shell is a one-time investment designed to be kept forever. Subsequent mascara Seaweed Capsules will be available independently for less than half the initial cost.
A timeless ritual, intentionally built to end disposable beauty.
Made To Coexist With Nature
There is nothing "clean" about packaging that pollutes the environment… so I spent 6 years developing packaging that truly leaves the earth clean. From designing, materials research, and manufacturing, I spent years experimenting — learning chemistry, teaching myself CAD softwares, and researching materials.
It took years to find ethical manufacturers in the US and Europe, and even more years to save money and fund without investors. I got rejected over and over; everyone told me it was impossible… to "give in a little" on my morals, but slowly, I found manufacturers willing to take a chance on me.
Years passed, thinking, "This is the year." Except, 6 years later, it's finally true... Shelliour is finally yours!