Let's be real: Some brands are attracted to "controversial" novelty ingredients like CBD because it gets people talking, and therefore, gets product moving. Like sex, weed sells . But Ruth tells us that Kush is no mere publicity stunt: Milk discovered that using the oil in a mascara made for a super conditioning, flake-free formula that leaves lashes healthy and comes off easily at the end of the day. Although there aren't any clinical studies to prove it just yet, Kush's formula feels like a treatment and product all in one: After using it for three consecutive days, my lashes felt softer and less tangled with and without the mascara on.