Brown Mascara Is the No-Makeup Makeup That's Having a Moment Right Now

It's a foolproof eye enhancer that works on everyone.

Usually, when it comes to beauty launches, the thinking is: the flashier, the better. And that's certainly been the case within the lash category over the past few years, with maximalist falsies, magnetic cluster lashes, over-the-top eyelash extensions and up-to-your-brows individuals reigning supreme, from BeautyTok to runways.

But the minimalist lash's time has finally come. Brown mascara — and its laid-back, cool-kid, model-off-duty, let-the-rest-of-the-face-shine effect — is officially having a moment. Brands like Glossier and YSL Beauty have recently introduced brown versions of their most beloved mascara formulas as demand for understated lashes has taken off.

"I think there's definitely an insurgence of natural makeup looks, probably because of the influx of heavier makeup [we'd been seeing before that]. Brown mascara just ties in really well to that," says makeup artist Katie Jane Hughes, who recently created a red-lip-and-brown-lash look for her popular #KJHAcademy social media series.

Brown mascara is also a staple in Tony Tulve's kit, in part because of its versatility.

"[It] may seem old-school, but it's a great product to keep in your makeup bag or kit," he says. "It's a quick way to define the eye, using a more shadow-y tone... and really lets you play around with other makeup."

It's also an easy, instant way to get "'model-off-duty' vibes in a way that still has a bit of glam, [since] it allows for the lashes to have a moment without being so 'there' as a black mascara can be," he argues.

Tulve relies on brown mascara for the subtlety that simply can't be achieved by traditional black formulas. "I find brown mascaras are great to add that subtle bit of definition to any look where you want the lashes to be seen and not heard. In today's lash-heavy society, this whisper of a tone really allows for balance, and you to choose which feature is taking the stage and which is there to help support," he says.

Both artists are quick to point out that absolutely anyone can wear brown mascara, regardless of eye color or natural lash tone.

"Brown is a color that's complementary to every eye shade," says Tulve. "Whether it be a true brown or a blackish brown, every eye color benefits from the soft definition it can give."

As for those with deep skin tones — who tend to naturally also have darker lashes — it's important to find the right brown, notes Hughes: "My advice is to go for that black-brown color, or to just keep the lashes softer than usual, but not to make them look lighter."

Tulve's current favorite is Too Faced Better Than Sex in Chocolate Brown, because, "unlike most brown choices on the market, this is a warmer [shade] that I love for blue and green eyes, based off color theory alone. The warmth just gives any eye colors a bit of pop."

He also counts L'Oréal Voluminous Mascara in Black Brown as his "go to for years": "From soft definition to a nice, built-up lash, this is the perfect formula and color for when you want the lash to compliment the makeup, but not overshadow."

Keep scrolling for 11 expert-approved brown mascaras to try if you want to get in on the trend.

Please note: Some of these products may have been gifted. Occasionally, we use affiliate links on our site. Neither affects our editorial decision-making.

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