Brown mascara: the subtle upgrade your lashes need now
Forget the heavy, inky black—a shift is occurring in the Beauty landscape. The “no-makeup makeup” aesthetic continues its reign, and a surprising hero is emerging: brown mascara. What was once a forgotten staple is now experiencing a serious resurgence, driven by social media buzz and a collective desire for a softer, more natural look. But is it just a fleeting trend, or a genuine evolution in lash enhancement?
The social media spark and the demand for natural definition
Celebrity makeup artist Aubrey Heller notes a significant uptick in client requests for brown mascara—a trend amplified by TikTok and Instagram, where influencers champion the subtle, yet impactful, enhancement it provides. The appeal is simple: brown mascara offers definition without the intensity of black, creating a more approachable, everyday look. Vogue’s favorite brown mascaras are already flying off the shelves.
But this isn't a case of a product suddenly appearing on the scene. Sasha Plavsic, founder of Ilia Beauty, reveals a consistent stream of customer requests for a brown mascara dating back seven years. “We’ve received nearly a thousand direct requests in the past year alone,” she explains. The challenge, according to Plavsic, was finding the right brown—one that wasn’t too warm, yet not too cool, a shade that would enhance softness regardless of eye color.
The result? Ilia’s new “Before Dawn” shade, meticulously crafted to deliver subtle enhancement. Testing revealed that even those who swore by black mascara were captivated by the softer hue, achieving that coveted long lash look with a gentler touch. Elie Maalouf, a pro makeup artist, aptly describes it as “especially flattering on people with fair features, and redheads,” perfect for those seeking definition without the drama.
More than just a trend: why brown mascara matters
The rise of brown mascara speaks to a broader shift in Beauty ideals. As women—and increasingly, men—seek looks that prioritize natural Beauty and effortless style, the harshness of black mascara can feel outdated. It’s a particularly appealing option for those over 50, as Maalouf points out: “As we get older, we always look for a more youthful softness.” The key, he emphasizes, is choosing what makes you feel your best.
Applying brown mascara is straightforward. Curl your lashes, then coat with a few layers, wiggling the wand upward to create lift and volume. For those craving extra intensity, layering black mascara on top can provide added drama, focusing the brown at the base of the lashes to maximize color enhancement.
Vogue-approved shades for every need
From naturally derived formulas to drugstore steals, Vogue has curated a selection of the best brown mascaras available. Ilia’s Limitless Lash Mascara in Before Dawn leads the pack with its 99% naturally-derived ingredients and dual-sided brush. Maybelline’s Lash Sensational Sky High Washable Mascara in True Brown offers exceptional value and a flexible silicone brush for superior length and volume. Chanel’s Inimitable Mascara in 30 Noir Brun provides a luxurious touch with its film-forming technology and dramatic volume.
The shift towards brown mascara isn't about abandoning black entirely; it’s about expanding your options and embracing a more nuanced approach to Beauty. It represents a quiet revolution, a move away from bold statements towards understated elegance, and a celebration of natural radiance. The numbers don't lie: sales of brown mascara have increased by 40% in the last quarter, proving this is more than just a fleeting fad—it's a beauty evolution.