Brown mascara: the subtle lash upgrade taking over
Forget the dramatic, falsie-effect lashes that dominated recent trends. A quieter revolution is unfolding in the Beauty world, and it’s all about embracing a more natural, ‘no-makeup makeup’ aesthetic. At the heart of this shift? Brown mascara—a surprisingly versatile tool that’s gaining serious traction among celebrities, TikTok influencers, and discerning Beauty enthusiasts alike.
The rise of the chocolate lash
For years, black mascara has reigned supreme, considered the default choice for defining and darkening lashes. But as the industry pivots towards understated elegance, brown mascara is experiencing a long-overdue resurgence. Aubrey Heller, a celebrity makeup artist, notes a significant uptick in client requests. “Many of my clients have been asking me if I think they should start using brown mascara,” she revealed, pointing to the social media buzz fueling the trend – a chorus of TikTokers and Beauty gurus praising the soft, natural enhancement a chocolatey hue provides.
The appeal isn’t just about aesthetics. Brown mascara offers a gentler alternative to black, particularly flattering on fair complexions and those with red or blonde hair, where black can sometimes appear harsh. Ilia’s founder, Sasha Plavsic, confirms the persistent demand. “We have continued to see a steady outpouring of desire for a brown mascara from our customers since we initially launched Limitless Lash Mascara seven years ago,” she explains. The brand’s new shade, “Before Dawn,” a rich, chocolate brown, is the culmination of years of development, meticulously crafted to be “not too warm, yet not too cool,” bringing out the softness in your eyes regardless of color.
The best browns on the market
The search for the perfect brown mascara has led to a wealth of options, catering to diverse preferences and budgets. Chanel Inimitable Mascara offers a luxurious touch with its classic formula. For a drugstore find that delivers impressive results, Maybelline Lash Sensational Sky High Washable Mascara in True Brown is a clear winner. Hourglass's Unlocked Mascara provides a tubing formula for easy removal, while Ilia’s Limitless Lash Mascara champions clean Beauty with its naturally derived ingredients. Westman Atelier’s Eye Want You Mascara offers a volumizing option, and Refy’s Lash Sculpt Mascara features a unique comb brush for precise application.
Why it works, especially for mature skin
Beyond the trendiness, brown mascara offers practical benefits, particularly for women over 50. “As we get older, we always look for a more youthful softness,” notes pro makeup artist Elie Maalouf. Brown mascara delivers that subtle definition without the intensity of black, creating a more gentle and flattering effect. It’s a small change that can make a significant difference in how your eyes appear.
To achieve the most flattering look, curl your lashes before applying, then coat with a few layers of product, wiggling the wand upward from the base. For those who crave a bit more drama, layering black mascara on top can provide added intensity. Ariane Victoria suggests focusing the brown at the base of the lash line to maximize the color-enhancing benefits.
The shift towards brown mascara isn't just a fleeting trend—it’s a reflection of a broader desire for understated Beauty and a celebration of natural features. It’s a subtle upgrade that speaks volumes.