Brown Mascaras Gain Popularity for Natural Look, Tested by Editors

What's Happening?

Brown mascaras have surged in popularity, moving from niche products to mainstream beauty staples. This trend is driven by a preference for a natural, 'your-lashes-but-better' look, particularly among Gen Z, who favor minimalistic makeup styles. Brands like Hourglass and Ilia have expanded their mascara lines to include rich brown shades, catering to this demand. Celebrities such as Sofia Richie and Hailey Bieber have also embraced the trend, showcasing soft brown lashes at high-profile events like the 2025 Met Gala. WWD editors conducted extensive testing to identify the best brown mascaras, focusing on factors like wear time, smudge resistance, and lash definition. The top picks include Hourglass Unlocked Instant Extensions Mascara, Tower 28 Make Waves Mascara, and YSL Beauty Lash Clash Extreme Volume Mascara, each offering unique benefits for different lash needs.

Why It's Important?

The rise of brown mascaras reflects a broader shift in beauty trends towards more natural and subtle makeup looks. This change is significant for the cosmetics industry, as it influences product development and marketing strategies. Brands that adapt to these preferences by offering diverse shade ranges and innovative formulas stand to gain a competitive edge. The trend also highlights the growing influence of Gen Z consumers, whose preferences are reshaping the beauty landscape. As more consumers seek products that enhance natural beauty, companies may need to focus on creating versatile, gentle, and effective makeup solutions.

Beyond the Headlines

The popularity of brown mascaras underscores a cultural shift towards authenticity and simplicity in beauty standards. This trend may encourage more inclusive and diverse representations in advertising and media, as consumers seek products that cater to a wide range of skin tones and personal styles. Additionally, the emphasis on natural beauty aligns with broader societal movements towards sustainability and ethical consumption, as consumers become more conscious of the environmental and social impacts of their purchases.