Brown Mascara Is The No-Makeup Makeup That's Having A Moment Right Now

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 YSL Beauty have recently introduced brown versions of their most beloved mascara formula 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 colour 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 colour, or to just keep the lashes softer than usual, but not to make them look lighter."