There Are So Many New Mascaras Out Right Now—These Are the Ones Worth Your Time

Let me preface this by saying that I really, really love mascara. In fact, I’d go as far to say that it’s probably my favourite makeup item. Although I appreciate the freshness of a no-mascara day, if you ask me, mascara is the one product that has the power to brighten and awaken the whole face in seconds. And, as a result of this great love for mascara, I possess an embarrassingly large collection. 

My mascara drawer was once a place where I kept my entire makeup collection, but then the mascaras took over. Now, it is a place filled with countless different tubes, some well past their use-by date that I just can’t let go of, others that have only been used once or twice and didn’t stand the test of time. Because, yes, my love for mascara is so strong that I can’t even bring myself to let go of the ones I don’t think are very good.


(Image credit: @BABBA)

More recently, however, I found that the majority of the newer mascaras are genuinely great and the amount of so-so formulas in my collection has started to dwindle. And this year, there have been more mascara launches than I can count on my hands. From seriously amped-up volume to curl-holding abilities like no other, the claims that they carry mean business.

In fact, I’d go as far as to say that my top five favourite mascaras ever made all came out in 2020. It seems that suddenly, clumpy, irritating formulas just stopped existing. Instead, what we have are new-gen mascaras with almost unbelievably good results. But with so many formulas out there, how are we supposed to separate the wheat from the chaff? Well my beauty-loving friends, luckily you have me, a mascara hoarder that has tried every new launch that’s come her way over the last nine months. Keep scrolling for the best new mascaras of 2020 (and potentially ever).

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous.

Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics.

While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best.

When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.