After seasonal color analysis convinced me to dye my nearly black hair blonde, I decided to implement more of my analyst’s suggested aesthetic changes. First up? Switching to brown mascara.
I know, it sounds shocking; black mascara is nothing short of beloved. But it turns out, people are really intrigued by brown mascara: I think I got more DM responses to my brown mascara testing in Instagram stories than I did to wish me a happy birthday, which made me realize that it’s time to write this story.
Aside from follower interest, there are plenty of perks to branching out into brown. For example, depending on your skin tone, personal style, and color season, nonblack mascara can make your eyes, features, and even undertones pop while darker shades like black and gray could actually be washing you out, as it did for me. But the reason most people love the look is that regardless of your skin tone or features, brown mascara looks more natural, which makes it a perfect match for daytime-friendly or minimalist soft glam.
And people are finally catching on: Web searches for brown mascara have nearly doubled in 2024, according to data-aggregation platform Spate. Meanwhile, on TikTok, views have increased by over 240%, while “brown mascara” sees an average of 5 million weekly views on the platform over all.
As for what’s inspiring the shift? “Honestly, the younger generation is setting the tone with navy, purple, green, and brown mascaras,” celebrity makeup artist and esthetician Amanda Gabbard tells Glamour, pointing to Hailey Bieber and Dove Cameron as nonblack-mascara pioneers.
What’s more, Gabbard adds, regardless of your skin tone, brown mascara makeup application reads “as natural as can be,” making it perfect for the no-makeup makeup look. “While a chocolate brown mascara isn’t as strong of a statement as a jet black mascara, it’s giving some depth—gentle though it may be—without feeling heavy,” she explains. “You want to have a little something on but not look like you’re trying too hard.”
It’s especially striking on people with low-contrast features and light eyes, brows, and hair: “A fair blonde with light blonde eyelashes and redheads look stunning in dark or light brown mascara,” Gabbard says. Case in point: Sydney Sweeney, who previously told The Cut that she uses Maybelline Great Lash Volumizing Mascara in the shade Brown Black.
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But that doesn’t mean only blondes can or should use the shade: In fact, both Kim Kardashian and Kylie Jenner like to switch up black with brown mascara, with Jenner having told Vogue that sometimes black mascara is “too much,” while brown gives her “more of a subtle look.”
In short, more people are probably using brown mascara than you realize: “Brown mascara volume makes up between 8% to 10% of the US market, so we know there are consumers who only wear brown mascara,” says Elyse Reneau, executive director of global beauty at Too Faced. But it’s never to late to add yourself to that percentage, she adds: “Existing mascara users can use this beautiful shade as an alternative to their glam look for a more natural, daytime look.”
Of course, none of this is to say that you should only use brown mascara from now on: There are countless ways to incorporate the trending tint into your routine. “Every person needs options!” says Reneau. “Some days you want the full glam of a powerful black mascara. Other days, you want a softer, sweeter look.”
And sometimes, you just can’t choose—and that’s okay too. “You can always combine both a brown and a black mascara together to achieve some gentle drama,” Gabbard points out.
Depending on your features, however, you might not need to—I actually haven’t (though that might be because I have naturally dark eyes and brows). “When people already have strong features, like dark eyes, bold brows, and lashes, the addition of black mascara can instantly look like a nighttime look,” Gabbard adds. “Wear a few coats of brown to pop the eye without bringing the drama.”
I tested the most popular brown mascara options available so you don’t have to: Scroll to see our top picks for perfecting soft glam.
Best Volumizing Brown Mascara: Better Than Sex Volumizing & Lengthening Mascara Too Faced in Chocolate
Too Faced Better Than Sex Mascara is already Glamour’s top pick for best mascara over all, so the fact that it comes in brown is really just (chocolate) icing on the cake.
“When it comes to mascara, more is more. For falsies-level lashes, you can’t go wrong with Too Faced’s Better Than Sex mascara,” Glamour senior beauty editor Ariana Yaptangco says of the cult classic formula. “It lengthens and volumizes lashes thanks to its formula that’s fortified with curl-holding polymer and acacia Senegal tree extract. No need to pile on coats—just one or two will deliver enough dramatic and sexy volume to live up to the product’s eyebrow-raising name.”
While Yaptangco uses the original black tint, both Glamour designer Channing Smith and I love its beautiful chocolate shade of brown, which I’m pleased to say delivers the exact same intense volume, length, and curl.
Best Lengthening Brown Mascara: Tower 28 Beauty MakeWaves Lengthening + Volumizing Mascara in Drift
Both Glamour editorial assistant Monique Wilson and I use—and love—Tower 28’s mascara in the shade Drift: It’s possibly the most lengthening and single-lash-defining mascara I’ve ever used in my life, which is important, since my lashes love to clump together. For what it’s worth, it’s also what Hailey Bieber is rumored to use for her choice of brown mascara.
It’s also, apparently, a must-have of Mandy Moore’s, and it’s not hard to see why: its formula is vegan, completely clean, and safe for sensitive eyes.
Best Luxury Brown Mascara: Lancôme Définicils High Definition Lengthening Mascara in Deep Brown
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As recommended by my color analyst, Lancôme Définicils High Definition Lengthening Mascara in Deep Brown is the real deal. It has just as much impact as any other iconic Lancôme mascara I’ve tried but with a slightly subtler finish that can be dressed up or down depending on the rest of your glam. Glamour even rated it the best luxury mascara for sensitive eyes.
As for me? I absolutely love its brush for application; it never clumps and seamlessly separates my lashes every single time. It’s no wonder it’s a bestseller!
Best Natural Brown Mascara: Glossier Lash Slick Lift and Lengthening Mascara in Brown
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Sometimes, you don’t want to look like you’re wearing makeup but just feel a little bit elevated. For those no-makeup-makeup or even just one-coat-of-mascara-and-tinted-SPF days, you can’t go wrong with Glossier Lash Slick Lift and Lengthening Mascara in Brown. It looks and feels just like your real lashes, but better, which is why executive director of brand marketing Kim Fusaro is such a fan.
“I love how the Lash Slick formula goes on evenly and the brush ‘combs’ so each lash is accentuated,” says Fusaro. “I also appreciate that the tiny fibers add oomph without turning my lashes into spider legs. Whereas other mascaras go on wet and immediately leave dotted marks below my brows, Lash Slick magically stays put—from the moment I put it on until I wash it off at night.”
Best Celebrity-Approved Brown Mascara: Diorshow 24H Buildable Volume Mascara in Maroon/Brown
Kylie Jenner’s preferred option for brown mascara? Diorshow 24H Buildable Volume Mascara in Maroon/Brown.
What can I say? She has good taste: It really is the perfect mascara in that it lengthens and adds volume to your lashes, and its buildable formula allows you to personalize your glam depending on your mood. Just a few extra coats deliver a super-dramatic look and goes a long way!
Best Drugstore Brown Mascara: Maybelline Great Lash Volumizing Mascara in Brownish Black
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Sydney Sweeney swears by Maybelline Great Lash Volumizing Mascara in Brown Black, which is a perfect in-between shade for anyone experimenting with brown—especially since it’s so affordable.
“This is a really cheap mascara. It’s $5, and I have used it my entire life,” Sweeney said in an interview with The Cut. “I have sensitive eyes, and they tend to get really red with most mascaras, but not with this one. I go for the brownish-black color.”
Danielle Sinay is the associate beauty editor at Glamour. Follow her on Instagram @daniellesinay.
