Brown mascara may be trending in 2025, but for me, it’s been a staple for years. With my fair colouring, I’ve always found that brown offers a softer, more natural-looking definition compared to black, which can feel harsh, especially during the day.
Also, I’ve noticed that black mascara can accentuate lines and look overly stark, while brown creates a more flattering, youthful effect.
Beyond personal preference, brown mascara aligns perfectly with the shift toward minimalist and “clean girl” beauty, a trend embraced by makeup artists (who recommend true brown shades without red or orange undertones for brunettes, and warmer browns for blondes and redheads).
With top brands expanding their brown mascara offerings, it’s clear that this warm, wearable shade is having a well-deserved moment, thanks to its ability to enhance natural features without overwhelming them.
These are some of our favourites.
A rich chocolate brown mascara in a high-performance, water-resistant formula that delivers instant volume, dramatic length, and smudge-free definition that lasts.
It features a precision-engineered wand that lifts, curls, and separates for a false lash effect with no clumps.
Infused with nourishing jojoba oil, it conditions and strengthens lashes with every wear, while the vegan-friendly formula offers buildable coverage that stays put all day, but melts away effortlessly upon cleansing.
Inspired by the brand’s cult favourite lip liner and the rising 2025 Pantone Mocha trend, this is a rich, warm shade.
The formula combines a trio of conditioning waxes with a tower fiber brush to deliver volume, 24-hour wear, and bold colour payoff, minus the smudging or clumping.
Cruelty-free and buildable, it enhances all eye colours with a softer, more natural lift than classic black.
Harnessing innovative tubing technology, Lash Illusion wraps each lash in flexible, smudge-proof tubes for a lash extension effect that lasts up to 24 hours.
Its ultra-precise silicone wand fans out every lash for clean, clump-free definition and is buildable too.
Perfect for those who struggle with panda eyes.
- €23.99, bellamianta.com
A cult favourite and for good reason… this claims to deliver an eye-popping 36-hour wear time.
Expect massive volume, dramatic lift, and serious length, without clumping, smudging, or flaking.
The secret lies in its custom big slimpact brush, which grabs every lash and a lightweight, buildable formula infused with ProVitamin B5 to help strengthen over time.
Whether you’re heading to the office or dancing ’til dawn, it’ll keep your lashes bold and defined from the first swipe to last call.
- €24.00, Kilkenny Design
