We all have very different opinions about what makes the perfect foundation, whether you prefer a sheer skin tint or something high-coverage, or a dewy or matte finish. And for me, as someone with a deeper skin tone, making sure the formula I opt for has a wide shade range is at the top of my criteria for what makes a truly good foundation.

I mean, as a beauty writer, I’ve tested a lot of different formulas, all claiming to have amazing coverage and longevity. However, finding a base product with an extensive shade range that won’t leave me looking ashy has been a challenge over the years. But never fear, as I come bearing good news—2026’s foundation selection has more choices than ever for those of us with dark skin. And whether you have dry or oily skin, are looking for an affordable buy or planning to splurge that bit of extra cash on a luxury formula, I've endured years of testing, swatching, and comparing the most popular foundations so that you don’t have to.

Keep scrolling below; I’ve rounded up the nine best foundations to shop in 2026, all of which come approved by a beauty writer with dark skin.

The Best Foundations for Dark Skin

• Best Overall: Fenty Soft'lit Naturally Luminous Foundation, £35
• Best Luxury: Gucci Éternité De Beauté Spf15 Foundation, £51
• Best Affordable: L'Oréal Paris True Match Liquid Foundation, £12
• Best for Dry Skin: Chanel Les Beiges Healthy Glow Foundation, £54
• Best for Oily Skin: Dior Forever Skin Wear Foundation, £52

The 9 Best Foundations for Dark Skin, According to a Beauty Writer

1. Fenty Beauty Soft'lit Naturally Luminous Longwear Foundation

2. Gucci Éternité De Beauté Spf15 Foundation

3. L'Oréal Paris True Match Liquid Foundation

4. Chanel Les Beiges Healthy Glow Foundation

4. Dior Forever Skin Wear Foundation

5. Pat McGrath Labs Skin Fetish Sublime Perfection Foundation

6. Clinique Even Better™ Makeup SPF15 Foundation

7. Refy Skin Base Skin Tint

8. ILIA Beauty Skin Rewind Complexion Stick

9. MAC Cosmetics Studio Fix Powder Plus Foundation

Back when I worked at a beauty counter, my most frequently requested product recommendation was probably for the best tinted moisturiser for mature skin types.

Most people, upon experiencing the changes that come with skin ageing—skin laxity, fine lines and hyperpigmentation—sought something lighter than natural-looking foundation and wanted a product with skincare benefits, but didn't want to compromise when it came to coverage.

What Does a Tinted Moisturiser Do?

Tinted moisturisers are essentially skincare/makeup hybrids. The best tinted moisturisers for mature skin even the complexion and contain the concealing properties of a foundation, minus the heavy texture and propensity for creasing, caking and settling into fine lines and pores. They also feature various associated benefits from moisturisers too; depending on the product or formula, this may involve plumping, refining or hydrating the skin. They give similar lightweight coverage to that of a skin tint or foundation drops.

Is Tinted Moisturiser Better for Mature Skin Than Foundation?

If you're on the hunt for a base product for mature skin that's lighter and more breathable, then a tinted moisturiser may be the better alternative to a foundation for mature skin.

"For me, the most important thing is that tinted moisturisers add radiance," explains celebrity makeup artist, Neil Young. "As we mature, the skin lacks natural radiance, and it tends to be drier, so anything you can do to add that back into the complexion is always beneficial," he adds.

Indeed, the best tinted moisturisers will essentially act like skincare products, infusing your barrier with hydrating ingredients that help your complexion to appear healthy and radiant. "This is exactly why I'm such a fan of tinted moisturisers—they effectively pack in a load of skincare ingredients almost like a serum," says Young.

"The wonderful thing about tinted moisturisers is they’re more of a stained-glass skin effect, so you can see the skin through the product, and what that will do is allow you to go a little bit deeper in tone than you would with a foundation, and it will still look completely natural."

What's more, tinted moisturisers are so easy to apply—you don't even need a makeup brush because your fingertips will suffice as the formula is much lighter to work with. They're perfect for everyday wear, can be layered up if you do want or need a bit more coverage, and many of them may also come with the benefits of added sunscreen (although we always recommend applying a separate SPF for adequate protection).

With this in mind, we've selected the best tinted moisturisers for mature skin—hydrated and glowing complexions await.

Best Tinted Moisturisers for Mature Skin

• Best Overall Tinted Moisturiser For Mature Skin: Chanel Les Beiges Eau De Teint Water-Fresh Tint, £56
• Best Skincare-Infused Tinted Moisturiser For Mature Skin: Dr. Jart+ Premium Beauty Balm, £33
• Best Affordable Tinted Moisturiser For Mature Skin: L'Oréal Paris Paradise Lumi Glotion, £12
• Best Lightweight Tinted Moisturiser For Mature Skin: Summer Fridays Sheer Skin Tint, £42

1. Chanel Les Beiges Eau De Teint Water Fresh Tint

2. L'Oréal Paris Paradise Lumi Glotion

3. Dr. Jart+ Premium Beauty Balm

4. Glossier Perfecting Skin Tint

5. Summer Fridays Sheer Skin Tint

6. BareMinerals Complexion Rescue

7. Chantecaille Just Skin Tinted Moisturizer

8. Rare Beauty Positive Light Tinted Moisturiser

9. MAC Strobe Dewy Skin Tinted Moisturiser

10. Nars Pure Radiant Tinted Moisturiser

11. Laura Mercier Tinted Moisturiser Natural Skin Perfector

12. No7 City Light Tinted Moisturiser 5* UVA + SPF 15

13. Jones Road Just Enough Tinted Moisturiser

How to Apply Tinted Moisturisers for Mature Skin

Those with mature skin will often notice a slight loss in the skin's elasticity, leading to their complexion appearing more sagged compared to when they were younger. (Don't worry, a great skin-tightening cream can always help firm and steady!)

In saying that, it's always best to be gentle and extra nourishing with mature skin. "I've always felt that warming product up on the back of my hand or on my palm is the best way to get that lived-in consistency," explains Gilchrist. This is a similar technique you can follow when applying tinted moisturisers for mature skin. Simply follow this up by dabbing the product in with your finger or taking a tool like a Beautyblender to stipple it in further.

Shop Tools to Apply Tinted Moisturisers to Mature Skin:

How We Tested

Our editors have tried hundreds of tinted moisturisers, but we've also called upon the expertise of a top makeup artist to find the best tinted moisturisers for mature skin. We put every one to the test over several weeks, evaluating the formula, the shade range and its suitability to mature skin.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

It used to be that skincare was a trend unto itself, but in a few years, skincare has become the fastest-growing category in beauty, spawning micro-trends and innovations that bridge the gaps between skincare and wellness, makeup, and technology. No longer is your skincare routine just a daily necessity; instead it’s an opportunity to indulge in self-care, absorb information, and explore innovation.

Even if you consider yourself resistant to trends and prefer to stick to what you know, it’s hard to ignore the hype of products that achieve TikTok virality or to bypass wider cultural shifts that influence everything from the ingredients in your skincare products to the packaging they’re made from. Indeed, all you have to do is take one look at your friends’ bathroom shelves or your Instagram feed and it’s clear just how much of a moment skincare is having, and every year we see a whole new crop of categories, products, and ingredients rise up.

While trends such as slugging, "baby Botox,” and skincare dupes have all been big talking points in over the last year, we’re predicting even more change and innovation in 2023. To find out more, we’ve tapped trend forecasters, dermatologists, aestheticians, and brand founders to share their thoughts on the skincare trends for 2023 that are set to be big news in the next year.

1. “Notox” Tweakments

Trend forecasters WGSN recently released their key skincare trends for 2023. Their findings? Tweakments are on the rise. We’re talking noninvasive treatments such as LED facials and skin rejuvenations, as well as "notox” products and devices that help you to replicate the effects of a cosmetic procedure without the cost, pain, and downtime.

"For years, Botox has been our go-to procedure for youthful skin, whereas now we have more options available to us,” says Kristy Lau, medical director at Yuchi Medical. "‘Notox’ tweakments are trending as technology develops, and we have more options than ever before, from medical-grade and personalised skincare serums to radio-frequency skin-tightening treatments.” For those who want to avoid needles or pain, Lau recommends Evoke by InMode, a noninvasive treatment that has the ability to alter the structure of facial tissues, targeting areas of loose skin such as the cheeks and jowls. "It’s a great alternative to Botox and dermal filler, truly unlike anything else on the market right now,” she adds.

The desire for needle-free and affordable alternatives to cosmetic procedures are also driving innovation in new product development, and according to WGSN, products that have instant results have greatest appeal. From plumping creams and skin-lifting devices to de-puffing eye treatments, expect to see a wave of product launches that use innovative technologies and ingredients to give tweakment-like results.

Shop the trend:

2. Multitasking Products

As we head towards the end of 2022 and into 2023, more and more people are seeking ways to make their skincare routine more affordable but without reducing its efficacy. "Understandably, people are conscious of what they are spending, and I think we are going to continue to see people looking for products that can offer a number of skin benefits and be used in more way than one,” says skincare expert and aesthetician Katie Onyejekwe. "Beyond the obvious point of it saving you money, it streamlines your routine, and it reduces both confusion on what to apply and the potential to irritate the skin by using too many products all at the same time." 

From two-in-one formulas and multitasking hybrids to increased education on how to use your products in alternative ways, we’re anticipating a less is more approach to skincare in 2023.

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3. Bodycare as Skincare

The bodycare category has been booming since the pandemic, but now it’s evolving beyond a "skincare-as-selfcare” mindset and into something much more functional and targeted. Traditionally, the preserve of "medical” over-the-counter brands, previously taboo concerns such as body acne, keratosis pilaris (chicken skin), dermatitis, and pubic care will be tackled head on and given the same treatment that facial skincare concerns have been getting for years. 

"I think the interesting thing with this movement is that it's been completely bottom-up,” says culture and trends analyst Alex Bee. "Built on the foundation of 'body positivity,’ which has now, quite rightly, morphed into body acceptance, consumers themselves have been demanding that brands start to talk openly about the stuff they actually care about.” Bee predicts an increase in products catering to concerns such as bacne, bloating, oral healthcare, and razor bumps. "Almost every project I've worked on this year has an element of these previously 'taboo' topics,” she adds. "I would actually say that this is less of a trend and more of a macro behavioural shift, meaning that it's not going away any time soon.”

Melissa Kenny, senior communications lead at Zitsticka (a brand oriented towards destigmatising taboo skincare concerns) agrees. "Bacne, gut health, and period skin are for sure discussed publicly online with greater transparency than they once were,” she says. "The connectedness and community fostered in online spaces has bred more and more ‘oversharing.’ People want to learn from their peers and give and get advice.” Of course, people have always had these concerns, but the openness with which they’re now discussed has given brands the opportunity to hone in on each individual one, meaning that there’s set to be a lot of innovation in the bodycare space going beyond the basics of exfoliation and moisturising.

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4. Skincare-Makeup Hybrids

TikTok’s "clean girl” look isn’t going anywhere, and while on the outside it may seem like this is a makeup trend, it’s actually far more tied up in skincare. "With huge changes in routines like working from home, people want a lower maintenance look,” explains Bee. "Something that is always popular in searches is ‘glowy' because people always want their skin to look and feel healthy, and I think that's where this trend is rooted.”

The look is all about appearing fresh, glowy, and (seemingly) bare-faced, and while this may involve some clever concealing, it ultimately requires a lot of focus on skincare. Aside from skin-brightening products like acid-based exfoliants, gel moisturisers, and vitamin C serums, people are reaching for skincare-makeup hybrids, products that function like makeup but have skincare benefits. That’s right, we’re about to see a lot more tinted sunscreens, nourishing lip oils, and vitamin-boosted makeup primers, products, which essentially blur the lines between the skincare and makeup categories. The result? A fresh-faced, even-toned makeup look that also allows you to reap the benefits of what is basically an extended skincare routine.

Shop the trend:

5. Active Aging

Ageing is a privilege, and it’s also inevitable, which makes the term anti-ageing somewhat redundant. Try as we may, no number of serums and treatments can permanently postpone the inevitable signs of ageing skin, and the term anti-ageing only serves to make us feel guilty about that fact. We’ve already noticed brands starting to take a more positive approach to things like acne, but 2023 is set to be the year that the mature skin category gets a revamp.

Last month, the Institute for Anti-Ageing (IIAA) rebranded as the Institute for Active Ageing, a move that highlighted the need for a more positive approach to skin concerns associated with age, like fine lines, wrinkles, hyperpigmentation, and loose skin. "Women in particular are feeling more empowered as they age, and they don’t want to be told that this is a bad process,” says the IIAA's co-founder and managing director David Alpert. "At the IIAA we’ve always embraced ageing in a very positive sense, but there’s no such thing as ageing gracefully, so one has to intervene to reverse the biomarkers of ageing by taking an active role.”

But don’t worry, this doesn’t mean your favourite wrinkle-targeting products and ingredients are going anywhere, just expect brands to take a slightly different approach to push back against ageist beauty standards.

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6. Sensitive-Skin Skincare

Triggered by stress, anxiety, and the over-use of active ingredients like exfoliating acids, sensitive skin is on the rise, and as a result, products for sensitive skin are on the rise too. "Many people experimented with DIY skincare during the pandemic, so between choosing the wrong products for their skin, introducing too many products at once, and using DIY skincare, it’s unsurprising that there is now a huge trend for skincare for sensitive skin,” says Heather Wish, education specialist at Paula’s Choice. "In addition, two other factors that can bring sensitivity to skin are stress and pollution, so with the rise of all of these factors, it’s no wonder people are looking towards skincare made for sensitive skin.”

We’ve all been there—a few too many products layered or an overenthusiastic exfoliation session leaves us with skin that’s sore, itchy, and inflamed. But what’s the solution? According to Wish, the most important thing you can do for sensitive skin is to be gentle, so while sensitivity is occurring, you’ll need to cut back on active ingredients and focus on soothing, hydrating ones instead. "Well-known ingredients such as glycerin, hyaluronic acid, ceramides, and omega fatty acids continue to play an important role,” says Wish. But she predicts a new wave of innovation in products for sensitive skin. "Ingredients like mushrooms, prebiotics, seaweed, prickly pear, gentle vitamin C derivatives and peptides can be used for those with sensitive skin to get soothing comfort and skincare benefits at the same time,” she adds.

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7. 360-Degree Skincare

Brands aren’t just focussed on topically treating the skin these days, and in 2023, we’re set to see even more of our favourite skincare brands step into the supplement space. Products applied to our skin can only do so much, so oral supplements created specifically with skincare benefits in mind allow us to take a 360-degree approach to skincare by supplying skin with beneficial vitamins and nutrients from within.

This trend really feeds into a wider less-is-more movement within beauty. "We can only layer so many products on our skin without it freaking out, but we can easily take powders or capsules,” says Hannah English, scientist and author of Your Best Skin. "A lot of people also just love skincare and want to do everything they can for optimal skin health, and some find it easier to ingest their skincare than apply it.” 

When it comes to shopping for skincare supplements however, it’s a whole new ball game. "There’s less burden of proof for a supplement than for a medicine, so keep your expectations realistic,” advises English. "For example, supplementing collagen can improve skin’s hydration and elasticity in women, but you need to use one that’s high-quality with the lowest possible molecular weight of collagen.” She also recommends always looking for clinical trial data on the finished product.

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8. Science-Backed Skincare

As consumers become increasingly interested in the science of skin health, a science-first approach to skincare is taking over, which many, including English, see as a welcome backlash to the "clean beauty” movement. "People are so much more informed now,” says English. "We know that pure vitamin C is better than a fruit extract ‘rich in vitamin C.’ We know that natural does not mean better. We want more than misplaced fear from our favourite brands.” 

Marko Lens, founder of skincare brand Zelens, agrees. "People have an increasing amount of knowledge of their skin type, products, and ingredients. They are seeking efficacious and clinically proven products to add to their skincare routine,” he says. "The research and knowledge behind science-based and doctor-founded brands gives customers the reassurance that they are using targeted and results driven products.”

There’s also increasing awareness of the fact that drawing upon natural resources to create skincare products is not sustainable and is not efficient to supply chains, which WGSN predicts will mean a new wave of science-led skincare brands creating products using engineered natural ingredients. Basically, as we enter 2023, expect to see buzzwords like biotech, lab-grown, and doctor-founded thrown around a lot in relation to skincare products and ingredients.

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9. Hypochlorous Acid

There’s always one ingredient that comes to define each year, and this year we’re calling it that hypochlorous acid is about to become a lot more mainstream. "The ingredient isn't exactly new, it's become extremely buzzy as of late,” says dermatologist Sonia Khorana. "It basically disinfects your face. Its antibacterial and anti-inflammatory properties make it a great treatment for a variety of skin challenges, so it’s used for common skin problems like acne, eczema, and psoriasis and pretty much anyone and everyone can benefit from in some way, shape, or form.”

Since it feeds into the trends for sensitive skin and science-backed skincare, it makes sense that hypochlorous acid will become a staple ingredient in your routine before too long.

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10. Short Contact Therapy

We’ve already raved about the benefits of short contact therapy, and we’re calling it that the derm-approved application technique will be all over your TikTok feed in 2023. In short, it’s a sensitive-skin-friendly technique that allows you to see the benefits from active ingredients like retinoids and exfoliating acids, without the irritation.

Rather than leaving products containing these ingredients on your skin for too long, you apply them for just a couple of minutes and then rinse them off. "It’s great for things like retinoids or benzoyl peroxide,” says facialist and skin expert Charlie Perry. "And it helps improve the tolerability of a product where normally the skin needs time to adjust.”

Shop the trend:

Up Next: 7 Skincare Application Mistakes You're Probably Making and How to Avoid Them

This story was originally published at an earlier date and has since been updated.

Of all the best makeup products out there, brown eyeliner has got to be the most underrated. It’s simple, easy to use, suits everyone and can really pull a look together, adding subtle definition when you don’t have time (or the desire) for a bold eye look.

For years, it’s been a staple in my routine. I’m a subscriber to the ‘no makeup-makeup’ look, so my everyday makeup is very natural—a skin tint, a few dabs of cream blusher, and a clear brow gel. Adding black eyeliner into the mix can sometimes look too harsh, so if I do want to add a little definition to my eye area, then I’ll always opt for a brown eyeliner over a black one. Much how a brown mascara is softer than black, I find it helps to enhance my eyes without it looking super obvious that I’m wearing eye makeup. And I have plenty of recommendations for the best brown eyeliners out there.

I’m not the only one who’s a fan. Google searches for ‘brown eyeliner’ have steadily increased over the past year, no doubt because the effect feeds into the "clean girl" look made popular by beauty content creators on TikTok and Instagram. Brown eyeliner has also long been a secret weapon for professional makeup artists. "I love using brown liner for a really low-key sculpted look, creating shadows that define the eyes really subtly”, says celebrity makeup artist Emily Clarkson. "I also love building it up to a really beautiful smoky eye, then layering shadows on top so it’s really long-lasting. It’s definitely one of the most versatile products out there.”

From Victoria Beckham’s Satin Kajal Eyeliner to Beauty Pie’s affordable Kohl Eyeliner, there are plenty of options to choose from, in shades ranging from light to dark brown, and in everything from pencil and crayon to kohl and liquid formulas. With the help of Clarkson, I’ve tried, tested, and pulled together an edit of the very best brown eyeliner options for everyone, so you’re sure to find a staple for your makeup bag. Plus, Clarkson shares her expert tips on how to get the most out of your brown eyeliner.

Best Brown Eyeliners, Tried & Tested

1. Best Overall: Victoria Beckham Beauty Satin Kajal Eyeliner in Cocoa (£33)
2. Best Shimmer Brown Liner: Victoria Beckham Beauty Satin Kajal Eyeliner in Cinnamon (£33)
3. Best For Smudging: Jones Road The Best Pencil in Brown (£22)
4. Best For Sensitive Eyes: Charlotte Tilbury Rock 'n' Kohl in Barbarella Brown (£25)
5. Best Affordable Liquid Eyeliner: NYX Epic Ink Liner in Milk Chocolate (£10)
6. Best Eyeliner Pencil With Smudger: Beauty Pie Supercolour Kohl Eyeliner in Brown Beauty (£13)
7. Best Suits-Everyone Brown Eyeliner Pencil: MAC Cosmetics Eye Kohl Pencil in Costa Riche (£20)
8. Best Waterproof Eyeliner Pencil: Yves Saint Laurent Crushliner Waterproof Eye Crayon in Brun Universel (£25)
9. Best Eyeliner Pencil For Smoky Eyes: Makeup By Mario Master Pigment Pro Pencil in Perfect Brown (£26)
10. Best Retractable Eyeliner Pencil: Ilia Clean Line Gel Eyeliner in Dusk (£28)
11. Best Luxury Eye Pencil: Lisa Eldridge Seamless Glide Eye Pencil in Ground Coffee (£24)
12. Best Gel Eyeliner Pencil: Rare Beauty Perfect Strokes Gel Eyeliner in True Brown (£19)
13. Best For Easy Application: Kosas Soulgazer Intensifying Gel Eyeliner in Depth (£20)

1. Best Overall: Victoria Beckham Beauty Satin Kajal Eyeliner in Cocoa

2. Best Brown Shimmer: Victoria Beckham Beauty Satin Kajal Liner in Cinnamon

3. Best For Smudging: Jones Road The Best Pencil in Brown

4. Best For Sensitive Eyes: Charlotte Tilbury Rock 'n' Kohl in Barbarella Brown

5. Best Affordable Eyeliner: NYX Professional Makeup Epic Ink Liner in Brown

6. Best Eyeliner Pencil With Smudger: Beauty Pie Supercolour Kohl Eyeliner in Brown Beauty

7. Best Suits-Everyone Brown Eyeliner Pencil: MAC Cosmetics Eye Kohl in Costa Riche

8. Best Waterproof Eyeliner Pencil: Yves Saint Laurent Crushliner Waterproof Eye Crayon in 2 Brun Universel

9. Best Eyeliner For Smoky Eyes: Makeup by Mario Master Pigment Pro Pencil in Perfect Brown

10. Best Retractable Eyeliner Pencil: Ilia Clean Line Gel Eyeliner in Dusk

11. Best Luxury Eye Pencil: Lisa Eldridge Seamless Glide Eye Pencil In Ground Coffee

12. Best Gel Eyeliner Pencil: Rare Beauty Perfect Strokes Gel Eyeliner in True Brown

13. Best For Easy Application: Kosas Soulgazer Intensifying Gel Eyeliner in Depth

How Do You Apply Brown Eyeliner?

Much like black, brown eyeliner can be applied in a number of different ways. I personally love using a brown pencil or crayon for tight-lining my eyes. I angle the pencil upwards and apply it right into my lash line which helps to add subtle definition and creates the illusion of fuller lashes without it looking like I have any eyeliner on. If you’ve previously found black eyeliner over-powering, but tight-lining with a brown liner has a totally different result which you’ll probably find more flattering.

"The great thing about brown eyeliner is that you don’t have to be too neat, and if you want a smoky, smudgy look, you can just use a pencil brush to blend,” says Clarkson. She also recommends tight-lining to start with, but for a bolder look, she suggests dragging the brown liner into a wing whilst keeping your eyes open to add some extra shape. "If you feel like this, it adds too much product. Instead of applying directly with the pencil, put a generous amount onto the back of your hand and use a small angled brush to apply along the lash line, building it up to your perfect amount.”

Of course, brown eyeliners also come in felt tip pen applicators, which can be used for a more traditional thick line or cat-eye wing. Although this does require a steady hand (and cotton buds to clean up any mistakes!), any error in the shape will be much less noticeable than a black eyeliner would be. Plus, the overall effect will be more subtle.

Who Suits Brown Eyeliner?

"Brown liners bring a lot of warmth which is really flattering to the colours of our eyes,” says Clarkson. It’s true, much like wearing brown eyeshadow, a brown eyeliner can serve to enhance the colour of your eyes, and even if your eyes are brown themselves, it can really bring out any flecks of gold or green in them. No matter what your skin tone, Clarkson also recommends trying a brown eyeliner if you’re nervous about eyeliner application, since it’s much more forgiving than black eyeliner, which needs to be applied very precisely. "Brown eyeliner is just so versatile and perfect for those who are less confident in their makeup ability,” she adds. "If you slip up then you can literally smudge it with your fingers and add some bronzer on top and it’ll still look great!”

Is Brown Eyeliner Better Than Black Eyeliner?

If you are experimenting with a bold eye makeup look, want a classic feline flick, or are creating a smoky eye look, then a black eyeliner will probably create more impact and will stand out more against any eyeshadow you’re wearing. However, if you’re after a more subtle, everyday look, a brown eyeliner will look much softer.

Clarkson says that she always opts for a brown over a black if her client wants a softer and more youthful look. "A black eyeliner can make the eye area look too heavy and, depending on where you place the product, can actually make your eyes appear smaller,” she adds.

How We Tested

Between the Who What Wear UK editors, we tried and tested a lot of brown eyeliners. We tested them on different eye colours, skin tones and even on the most sensitive of eyes to find the best brown eyeliners that work for everyone. We've been wearing them daily to see how well they apply and how long they lasted throughout the day. We also tried an array of formulas, from gel eyeliners to classic pencils and liquid eyeliners, so you can find the best one for you.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

This story was previously published at an earlier date and has since been updated.

In the world of beauty, nothing has stood the test of time quite like red lipstick. While our penchant for foundation finishes shifts between matte and dewy, and our preferred eye makeup alternates between natural, fluffy lashes, and bold, statement shadows, one thing that just about every beauty aficionado can agree on is that red lips will never date. That, and the fact there's one brand, in particular, that does them particularly well: MAC.

To say MAC has a monopoly on the lipstick scene would be a serious understatement. Last year, more than 60 million MAC lipsticks were sold globally. That's two lipsticks per second. Impressive, right? What's even more incredible is that the top-selling MAC lipsticks in 2019 were Devoted to Chili, Chili, and Ruby Woo—all shades of red. So yes, it seems makeup lovers all around the world are pretty obsessed with their MAC red lipsticks.

Here in the UK, Ruby Woo is the second best-selling MAC lipstick, coming in just behind the universally-adored neutral Velvet Teddy (£18), but it's safe to say that popularity of MAC red lipsticks still outweighs all the other colours in its vast offering. 

But what is it that makes MAC red lipsticks so special? "Red lipstick has been a staple cosmetic item in most people's makeup drawer since the mid-19th century and there's no denying why, and the impact that a red lipstick can make to its wearer both visually and internally," explains Lesley Keane, global senior artist of MAC Cosmetics.

"Firstly, it's a comparatively inexpensive way to add an instant boost in confidence, mood, and attitude in an application; whether it's wanting to feel sexy or professional while looking fashionably on-trend in a classic timeless way. MAC red lipsticks come in a range of tones that suit any skin tone, and they can universally be worn by all ages, sexes, races, and genders, bringing its magical mood-boosting powers to all." 

The fact that it has inclusive appeal is certainly one of the reasons why MAC red lipsticks are held in such high esteem. "Red comes in a range of various tones that can be worn as a stain to full impact or glossy to matte finish depending on the wearer's taste, but there are also guidelines you can follow to get the perfect tone for your skin," reveals Keane. "There is what we call a universal red that has an equal amount of warm orange, or blue-red to create a shade that suits most skins, like MAC's iconic Ruby Woo or Russian Red lipsticks. It's down to personal taste but, classically, it is said that warm orange-reds look particularly incredible on an olive sallow skin tone (I'd recommend Lady Danger). Cherry reds always look gorgeous on pale skin (I love Feels So Grand). For deeper skin tones, I always think a darker cherry shade (something along the lines of Dubonnet) looks incredible. This, however, is just a guide and really, there are no rules—anyone can wear whatever shade they please, as long as it makes them feel confident."

MAC red lipsticks are so iconic that they've even garnered quite the celebrity following. Madonna wore Lady Danger religiously on her lips during her infamous Blonde Ambition tour in 1990. Miley Cyrus is also said to be a fan of this vibrant shade. As for Ruby Woo, you can count Taylor Swift and Rita Ora as regular wearers of this suits-all shade of red. 

Born in 1999, Ruby Woo was part of a line called Retro Matte Lipsticks, along with five other shades. While the others have since been discontinued, Ruby Woo, however, has become an instant success. Today, seven tubes of MAC Ruby Woo are sold every minute. This is second only to Chili, a rich, orangey-red, which is reported to be MAC's worldwide best-selling lipstick.

If you don't already have a collection of MAC red lipsticks your disposal, we think now is an excellent time to start amassing your collection. Keep scrolling to see some of the best-selling MAC red lipsticks we've talked about while discovering some of our additional favourites. 

RUBY WOO

LADY DANGER

DEVOTED TO CHILLI

FEELS SO GRAND

RUSSIAN RED

AMPLIFIED

CHILI

RESORT SEASON

Next up, this cult lipstick has been a best-seller since 1971.

As much as we love intricate, over-the-top eye makeup, there’s a lot to be said for something you can achieve in a few short minutes. Even the most accomplished makeup artists have a few quick and easy eye makeup looks at the ready for their clients, and we thought it high time we share some of the tricks of the trade with you. Best of all, you don’t need to be a makeup artist, beauty blogger or even particularly adept with an eye shadow brush to do them at home. (Trust us—they will still end up just as Instagram-worthy.) Thanks to some of our favourite influencers and celebs, there’s no shortage of inspiration to get you started on your journey to eye makeup mastery.

We’ll keep it real: There might be a couple of cat eyes involved. Don’t be scared—they’re easier than they seem and can be transformed into about a zillion different variations. Once you master the technique, you’ll be doing them constantly (promise). That said, there are plenty of other stunning ideas—from subtle shimmer to graphic pops of colour—for the cat-eye averse.

Read on for 13 of the prettiest, easiest eye makeup ideas that can be done in just five minutes or less. Whether your skill set is advanced or you’re looking for a new everyday look or sultry date-night inspiration, you’ll leave here with at least one idea. Plus, we’ve shopped out the must-have products that will help get you started.

Wearing a bold shadow gives the impression that you put effort into your look, even if you, well, didn’t.

Pink Eye Shadow

Lashes are basically camouflage for tired eyes. If you want to wake up with major length, a lash lift or lash extensions are worth the investment (or simply apply a few coats of your favourite mascara).

Lengthening Mascara

More often than not, a ring of rocker-like black liner does the trick, as Lily Aldridge shows here.

Black Eye Kohl

If you can apply eyeliner, you can re-create this simple yet statement-making look.

Green Eye Pencil

Applying this universally flattering colour all around the top and bottom lids give you a day-to-night smoky eye that may be too intense with other, darker shades.

Cream Eye Shadow

Applying two contrasting but complementary colours to the inner and outer corners of your eye couldn’t be easier, but as Halsey demonstrates, the look screams "party.”

Bright Eye Palette

A touch of gloss on your lids catches the light, bringing attention to your eyes with hardly any effort at all.

Eye Gloss

Once you’ve perfected your cat-eye look, you’re ready to graduate to new colours like sleek silver.

Silver Liquid Liner

You don’t have to be Zoë Kravitz to pull off brown shadow—the neutral flatters every skin tone. To complete the look in the easiest way possible, match your eye makeup to your lipstick for a ’90s vibe.

Go-To Browns

Soft green is gorgeous and unexpected if you’re looking to wear colour but don’t want something overly vibrant.

Sheer Green

Applying a pale, shimmery shadow to the inner corners of the eyes gives a wide-awake look in a flash.

Eye Shadow Stick

A layer of metallic shadow adds just the right amount of dressed-up glamour to just about anything—even a terry robe (right, Shay Mitchell?).

Cream Eye Shadow

Next up, if you want to make your beauty routine more sustainable, this is a good start.