Brown mascara is the most underrated product of 2025 – These 10 top our list

The short answer is: more people than you think. Brown mascara used to be pitched only to blondes and redheads as a softer alternative to black, but that narrow view ignores what this powerhouse product actually does. Brown pigments create a diffused outline, thickening lashes without adding a hard edge, which is why make-up artists quietly reach for it when shooting in natural light. It flatters fair lashes by tinting them without stark contrast, yes, but it also makes darker lashes look denser at the root while maintaining a softness through the tip. If black defines, brown adds dimension. It works on small eyes, mature eyes, or anyone who wants their lashes to be present without being the focal point.

Related: The 14 best waterproof mascaras that guarantee a smudge-free summer

This isn’t a strict either/or question, but a choice in finish. Black provides graphic structure. It pairs well with liner, smoky lids, or statement lips because it holds its own. Brown, by contrast, slips into the lash line. It defines without dominating and looks particularly at ease with pared-back skin, cream blush, and gloss. Increasingly, artists aren’t even picking sides. Take a cue from Margot Robbie’s makeup artist, Pati Dubroff, for example. She famously keeps black mascara on the upper lashes, while covering the lower lashes with brown to really open up the eye. The effect is eye-opening: defined lashes without the bottom-heavy, spidery finish that can make an otherwise polished face look overdone.

Partly because the wider beauty mood has shifted towards restraint. The “clean” aesthetic may have passed peak hashtag, but the appetite for softer, more breathable make-up hasn’t gone anywhere. On TikTok, #brownmascara has racked up billions of views, with creators praising how it changes the tone of a face with a single swap. Celebrities have amplified the trend: Hailey Bieber’s much-discussed espresso lashes, and Rihanna releasing her Fenty Beauty Hella Thicc mascara in a new brown shade in April 2025, commenting, “I love how powerful a brown mascara can be. It has the ability to brighten lighter eyes and deepen darker eyes.” Brands have responded in kind: Glossier reformulated its Lash Slick in espresso after demand outpaced supply, while heritage houses like Chanel and Lancôme now offer multiple shades of brown alongside black. In other words, it’s no longer the “alternative” to black mascara, but a staple in its own right.

Yes, and that’s its strongest claim. Unlike black, it doesn’t tip into “full face” territory unless you want it to. Removal is quicker, too — brown pigments tend to loosen easily, which matters if mascara is part of your daily routine. That combination of polish, ease, and comfort is why artists keep a brown wand in every kit and why consumers are rediscovering it as an everyday staple.

What it is: A chocolate-brown take on the cult classic: same signature curved wand, same thickening formula, but in a more subtle shade. The pigment reads rich and warm, providing the volume and curl you’ve come to expect from the original.

Why we love it: On bleary mornings when I can’t even see straight, this gives my lashes serious (yet natural) lift. It is dependable in every direction: the brush thickens at the roots and flares at the ends, giving lashes a lifted, eye-opening effect without clumps. In brown, it delivers on the dramatic impact we've come to expect from this formulation, but softens the outline, making it all-the-more versatile (equally suited to pared-back skin as it is to a full eye look). It’s the mascara I can recommend to almost anyone.

What it is: A hard-working drugstore pick with a stretch-flex wand that fans lashes skyward while nourishing them with castor oil. Affordable, accessible, and easy to build.

Why we love it: For drugstore, the measure is simple: can it compete with luxury formulations? Panorama does. The brush fans lashes wide without overloading them, creating an airy, panoramic effect. The brown pigment keeps it refined, which makes it ideal for everyday use — lashes look groomed and lifted rather than spidery or spiky. It’s the best example of a mascara that feels luxe while sitting at a price point you don’t have to think twice about.

What it is: A high-end formula housed in weighty, minimalist packaging, designed for clean, defined lashes with a soft finish. Developed by half-Swedish celebrity makeup artist Gucci Westman – this is a product we trust.

Why we love it: Luxury mascara should feel different in both experience and result, and this one does. The slim brush allows for precision, coating each lash individually without ever clumping or flaking. The brown pigment amplifies the sense of restraint: lashes look plush and refined, but never overloaded. The kind of finish that has colleagues wondering you're wearing mascara or just have amazing genetics.

What it is: A tubing mascara formulated to withstand humidity, sweat, and water, yet remove easily with warm water.

Why we love it: The challenge with waterproof mascara is always comfort. Swedish Idun's Vatn solves that. The brown pigment tempers the typical harshness of waterproof formulas, while the tubing formula builds a defined lash line that doesn’t smudge or flake throughout the day. Yet, somehow, it rinses away with warm water and zero scrubbing. We call that makeup magic.

What it is: A creamy, buildable mascara with a dense bristle brush designed for bold, weightless volume.

Why we love it: Volume is the category most likely to go wrong, easily swerving in to too much, too clumpy, too theatrical. Hella Thicc manages to pack lashes with pigment while still keeping them separated, creating full, plush volume that feels featherlight. It’s the mascara to reach for when you want megawatt volume that still (somehow) remains subtle.

What it is: A lengthening mascara with a precision brush that defines, elongates, and layers without clumping.

Why we love it: Lengthening comes down to subtle control, and Hypnôse offers perfect precision. Thanks to the brush, each lash is stretched and perfectly defined, with none sticking together. The brown pigment enhances that effect, giving the illusion of naturally long lashes rather than obvious product. It layers seamlessly and it never flakes, which is why it continues to be a staple in this category.

What it is: A muted-berry brown formula with a flat “push-up” paddle brush that helps curl lashes vertically.

Why we love it: With this formulation you can cajole shape that lasts without needing extra tools, lifting lashes from the root and setting them into a curve that opens the eyes. The berry-brown pigment adds brightness and contrast to the whites of the eyes, which makes the curling effect feel even more pronounced. A proverbial "push-up" bra for your lashes if I've ever tried one.

What it is: A tubing mascara that wraps each lash in lightweight polymers, promising all-day wear with smudge-free removal.

Why we love it: Tubing mascaras succeed or fail on their longevity, and this one triumphs. Lashes stay defined and separated throughout the day with no transfer, yet the warm brown pigment makes the look forgiving and natural. Removal is effortless — warm water dissolves the “tubes”, slipping away in an especially satisfying fashion. It’s reliable, clean, and exactly what you want in a tubing formula.

What it is: A gentle, fragrance-free mascara with a narrow brush for precise, irritation-free definition.

Why we love it: If your eyes flare up mid-day, comfort is non-negotiable. This mascara defines lashes clearly without weighing them down or irritating the lash line, while the slim brush offers control, ensuring even coverage without excess product. In brown, the finish is extra soft, providing definition that looks natural while staying kind to sensitive eyes. It’s dependable, discreet, and made for daily use.

What it is: A minimal, eco-conscious mascara from Denmark with a slim build, natural waxes, and just enough color for a butter-soft lash finish.

Why we love it: There’s a rare beauty in “barely there,” and this brand gets that. No, natural doesn’t mean invisible. We want just enough depth to make lashes look darker and neater, while keeping the finish featherlight and the brown pigments here reinforces the effect: refined and barely detectable, as though your lashes are simply that good on their own.