Brown mascara may have been around for decades, but, like many classic, underrated makeup products, it's found newfound fame in 2025 thanks to TikTok. While mascara is a staple in my everyday makeup routine, I've always worn black mascara. So when I started to see brown mascara videos popping up on my TikTok FYP, I naturally disregarded them. But the thing about TikTok is that once you've seen one brown mascara video, you'll see five, then ten, and the next thing you know, you're Googling 'best brown mascaras' and hitting an 'order now' button.

I'm now a total brown mascara convert, and I'm not alone—with over 43 million views on TikTok (and counting), brown mascara is a key part of the 'no makeup-makeup' or 'clean girl' trend that defines so many makeup tutorials on the app. This makeup trend is all about enhancing your natural features—think, lightweight skin tints that allow your freckles to show through, cream blushers and highlighters that give skin a dewy finish, and lip oils, which tint (while nourishing) lips. Since brown mascara offers a softer, more natural-looking alternative to black, its current popularity totally makes sense.

Of course, brown mascara has long since been a staple in every makeup artist's kit. "Brown mascara makes for a softer, more curated, and natural effect," says Elyse Renau, executive director and global beauty makeup artist for Too Faced. "I also love this shade for someone who is first starting to wear makeup, as it looks young and fresh."

While Renau loves brown mascara for those new to makeup, it's also a great choice for seasoned makeup lovers, providing a natural alternative to harsher black tones.

How to Wear Brown Mascara

As for how to wear brown mascara, if you want to replicate the definition that black mascara gives, Renau recommends tightlining your upper lash line with a brown eyeliner before applying brown mascara. "This gives a liner effect without it actually looking like you're wearing liner, and will make your lashes appear thicker instantly," she explains.

Scroll down to read the Who What Wear UK team's honest reviews of the best brown mascaras, including mascaras for sensitive eyes, volumising mascaras and waterproof mascaras, so you can try the trend no matter your preference.

The Best Brown Mascaras, Tried & Tested

• Best brown mascara overall: YSL Lash Clash Mascara, £30
• Best volumising brown mascara: Too Faced + Better Than Sex Mascara, £28
• Best luxury brown mascara: Diorshow Iconic Overcurl, £37
• Best lengthening brown mascara: Maybelline New York Lash Sensational Sky High Mascara, £13
• Best natural-looking brown mascara: Glossier Lash Slick, £20
• Best lifting brown mascara: REFY Lash Sculpt, £22

1. YSL Lash Clash Mascara in Brown

Editor review: "If you asked me what my one desert island makeup staple would be, it would 100% be mascara. In fact, most days it's the only product I wear when I leave the house. I think that mascara does so much—no matter if your lips are bare or your brows un-groomed, having long, volumised lashes adds drama and definition, and let's face it, makes you look alive. As I have dark brown hair and naturally black lashes, I've never previously thought twice about what colour mascara to wear—for me, it's always been black.

"So, when I started testing brown mascaras out for this story, I was expecting to like the effect but not love it enough to continue wearing it daily. How wrong I was... Since first opening the tube of YSL's Lash Clash Mascara in Brown, I've worn nothing else since. While it doesn't add definition in the same (obvious) way a black mascara does, it instead has the effect of making it look like your natural lashes are thicker and longer than they actually are. It's the perfect 'no makeup-makeup' item, and I'm totally converted." – Grace Day, freelance beauty editor & Who What Wear UK contributor

Editor review: "I’ve always been intrigued by brown mascara, but to be honest, I was sceptical as to whether it would make any difference to my very short (and very straight) jet-black lashes. The first thing I noticed about the YSL Lash Clash mascara was how large the wand was, which I initially thought might make it tricky to apply. I was pleasantly surprised, however, that the mascara didn't transfer onto my skin during application, and the smaller end of the coned brush made it super easy to get to my inner corner lashes.

"YSL Lash Clash promises volume, and I found that my lashes looked fuller and more voluminous compared to my daily black mascara without being clumpy—the perfect consistency! I was amazed that the brown shade also showed up, and whilst the difference was only slight, it gave my lashes a beautifully natural, healthy look. Am I a brown mascara convert? Whilst my only note would be that I wish this mascara would help to lengthen a little more, I am definitely adding this one to my roster of go-to products, particularly for my 'no-makeup makeup' and soft glam days." – Jerrylyn Saguiped, Who What Wear UK affiliates manager

2. Too Faced + Better Than Sex Mascara in Chocolate

Editor review: "I have extremely sensitive eyes, so finding eye makeup that can last comfortably on me all day is very important. I’ve been a brown mascara fan for a while now, mainly due to the fact that I find black mascara looks way too harsh, especially since mascara is something I only use on special occasions. After trying and loving the formula of Too Faced's 'Better Than Sex' black mascara, I knew there was no way the brown version would let me down. It lengthened and added volume to my usually short lashes. I'm obsessed with the unique shape of the wand, which both adds enough product and spreads it across each lash evenly. My only criticism is that it could be a much deeper brown hue to suit skin tones even deeper than mine." – Brittany Davy, Who What Wear UK editorial assistant

Editor review: "The last time I tried brown mascara, it was part of a set I ordered from my mum's Avon catalogue. I'll spare you the details on how long ago that was... As someone with blue/grey eyes, whenever I find myself in the position of having my makeup done for me, the first thing the pros want to do is slick my lashes with brown mascara and adorn my lids with a coppery smoke. "They'll really make your eyes pop!" they say, which is precisely why I avoid it—if I deliberately try to make my eyes look any bluer, it almost makes my pupils disappear. It sounds odd, I know, but it's true! However, I was excited to try Too Faced's Better Than Sex Mascara in Chocolate; I've used this mascara in black in the past and loved how fluttery it made my lashes look.

"First impressions, seeing the colour on the wand, the colour is very brown; chocolate is precisely the term I'd use to describe. I had been hoping for an ash brown tone, but we moved. Applying it to my lashes, the formula coated them seamlessly and on, the colour matched my dark eyebrows so well, you'd think it was deliberate. I find that when I want to wear minimal eye makeup, the black mascara I currently have in my beauty bag can sometimes come off too harshly; without liner or shadow on my eyes, this brown tone looked natural and effortless with a defined curl—the results I'd want. Trying it out in the evening with heavier eye makeup, the brown tone didn't look quite right against the charcoal and taupe shadows I tend to favour. However, going forward, on the days when I want to wear a bare lid, it's going to be a brown mascara that I reach for." – Maxine Eggenberger, Who What Wear UK deputy editor

3. Diorshow Iconic Overcurl in Brown

Editor review: "As a brunette with almost black lashes, I've rather foolishly ruled out brown mascara altogether up until now. In fact, I think the only time I've ever worn it is when I've bought it by accident instead of my usual black and retired it to the bottom of my makeup bag. However, when Dior's Diorshow Iconic Overcurl Mascara in Brown landed on my desk recently, I was curious to give it another go. Firstly, the pigment is a brick hue, which has a slight red tone to it. In colour theory, red brings out green. I was surprised that it made my brown eyes look more olive and golden, whilst remaining subtle. And, as with all of Dior's mascaras, the formulas are second-to-none. My lashes are long but stubbornly straight, but this curved brush scoops my lashes up to attention, and it's genuinely one of the only mascaras that actually holds a curl all day." – Eleanor Vousden, Who What Wear UK beauty editor

4. Makeup By Mario Master Mascara

Editor review: "I've tried a lot of brown mascaras over the years, but my current favourite is this one from Makeup By Mario. Not only does it come in the most perfect brown hue, but the brush coats every single lash for a fluttery effect, and the long-wearing formula never smudges. It's easily layered if you want to build more volume, too." Grace Lindsay, Who What Wear UK junior beauty editor

5. Lisa Eldridge Kitten Lash Mascara Burnt Umber

Editor review: "I already loved the original Kitten Lash Mascara formula in black, as the curved brush effortlessly sweeps lashes into a feline flutter whilst lengthening, defining and curling. However, what I didn't realise was how much I would love the brown version, which is actually a burnt umber shade. It's a warm-toned brown that leans ever so slightly red, and I love how it makes my brown eyes look richer. Having been wearing it for the past couple of weeks, its notable how much softer my lashes feel too, thanks to the addition of organic olive tree derived wax, carnauba wax and jojoba in the formula." - Eleanor

6. Maybelline New York Lash Sensational Sky High Mascara in Brown

7. Glossier Lash Slick Lift and Lengthening Mascara in Brown

Editor review: "When it comes to my favourite mascaras, they all have a few things in common. One, they prioritise length, as my short lashes need all the help they can get. Two, they’re usually tubing formulas, which wrap the lashes and offer minimal flaking. Finally, and most problematically considering the trend we’re talking about, they’re always black. This meant that I knew, when I was shopping for a brown mascara, it at least had to tick off the first two requirements, or I’d have no hope of converting to the TikTok-approved look.

"Thankfully, one of my favourite brands delivered an immaculate brown lengthening mascara. In just one coat, Glossier Lash Slick Mascara left my lashes looking longer, more lifted and with a richness of tone that I’ve never achieved with a black mascara. As my lashes are dark, rather than an obvious brown finish, it instead gave them a warm, chocolate tint which became most obvious in sunlight. For that reason, I can see myself getting a lot of wear out of this in spring and summer." – Jazzria Harris, freelance beauty editor

8. Refy Lash Sculpt Mascara in Brown

9. Hourglass Unlocked Instant Extensions Espresso

Shop More Brown Mascaras:

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.

Just as budget-friendly skincare products can be as good as high-end ones, the same can be said of makeup. These days there are plenty of affordable makeup brands to choose from that are just as good as their more expensive counterparts—proving there’s no need to spend excessively on your beauty routine. In fact, these purse-friendly options are often made in the same factories as or with the same ingredients as makeup products from luxury brands. And if you’re wondering why they’re so cheap? It usually means that the brand has cut costs on the packaging or the marketing spend—the quality of the product itself has nothing to do with it.

That’s right, just because something is affordable, doesn’t mean it’s not as pigmented, long-lasting, or high-performance as a high-end product. Take a look at legacy makeup brands like L’Oréal and Maybelline for example. They’ve stood the test of time, continually evolving and improving their formulas over the years, but still keeping their prices accessible. Meanwhile new brands like Glossier and e.l.f. Cosmetics have found their fame through social media vitality—as sure a sign of any that a product is worth hunting down, regardless of its price tag.

Whether you’re trying to cut down on your beauty spending or you’re starting to build out your makeup kit on a budget, these are the best places to start if you’re looking for affordable makeup products.

The best affordable makeup brands:

1. Beauty Pie

The premise of Beauty Pie is that you pay a monthly or annual subscription fee that gives you access to luxury beauty products at factory prices. This means that (once you're a member) you end up paying up to 12 times less for products that are made in the same factories as high-end formulas, simply because the brand cuts out the middlemen. It sounds too good to be true, but trust us, it's really not—and the products are seriously good.

Shop the brand:

2. e.l.f. Cosmetics

e.l.f. Cosmetics only recently made its way over to the U.K. from the U.S.—for years it was the one makeup brand I always sought out (and stuffed my suitcase with) when I visited the States, but it's now finally available in retailers such as Boots and Beauty Bay. The brand has a knack for creating really impressive products, but manages to do so without bumping up their prices—everything costs less than £15.

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3. L'Oreal

Thanks to its heritage (it's over 100 years old), L'Oreal is one of the most-trusted affordable makeup brands out there. They also have a really wide product range—you could easily do your entire makeup routine with L'Oreal products from start to finish. With that said, they're most well-known for their base products (they always have impressively wide shade ranges) and their mascaras, which are every bit as good as those from luxury makeup brands.

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4. NYX Professional Makeup

Ask any makeup artist what their favourite affordable makeup brand is and we can pretty much guarantee they'll say NYX. It's another U.S. import and has quickly become a favourite amongst those looking for affordable and accessible makeup products. Since the products are designed and formulated with makeup professionals in mind, they're seriously good quality.

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5. Sephora Collection

Sephora's 'own brand' makeup collection finally became available in the U.K at the end of 2022, offering a vast selection of makeup, tools, and brushes. If you're looking to stock your makeup bag for less, this is a great place to start and get all of the basics covered—prices start from just £2.

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6. Maybelline

Maybelline has been around for years (108 to be precise), but also happens to be a brand that frequently goes viral on social media, proving that its formulas definitely have the star factor. From concealers and mascaras to lip glosses and eyeliners, Maybelline always delivers high-performance products at super affordable prices.

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7. The Body Shop

The Body Shop's makeup line often gets overlooked in favour of its skincare and body care offerings, but it's well worth checking out—especially if you're after affordable cruelty-free and vegan makeup products. Inspired by and drawing from nature, most of the product range are skincare-makeup hybrids which do good as well as looking good.

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8. Glossier

Glossier may be less than a decade old but it's already a familiar feature in many peoples' makeup bags and skincare routines. The makeup range (which features eye makeup, lip products, blushers, and base products) cuts the guess work out of makeup artistry, offering simple, easy-to-use solutions.

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9. By Beauty Bay

Known for being the place to source hard-to-find and up-and-coming beauty brands, in 2018 Beauty Bay turned its expertise to creating a range of affordable makeup basics. The own brand collection launched with eyeshadow palettes (for which it's most well known), but has since extended to include everything from blushers and bronzers to lipsticks and brow products. What's more, nothing costs more than £25.

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10. Revolution Beauty

Comprising a number of sub-brands, including Makeup Revolution, Revolution Pro, XX Revolution, and I Heart Revolution, Revolution Beauty has one of the most impressive offerings of affordable makeup products out there. You'll find the brand stock both online and on the high street, so it's super easy to get hold of. The brand is most famous for creating dupes of high-end beauty products, so you can create luxury looks for less.

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Next Up: The 11 Affordable Skincare Brands That Actually Work

I have a love-hate relationship with my lashes. They’re thick and dark, which means I can get away with leaving them bare on most days. However, they are also relatively short (in comparison to their thickness) and poker-straight. So while I don’t find myself reaching for mascara every single day, on days when I do want to give my lashes a boost with a coating of mascara, I’m fussy. All I really want are for my lashes to be lifted and fluttery, but achieving such results through mascara, I have learned, is impossible. 

In its very nature, mascara is heavy, clumpy, and attention grabbing, but I like my lashes to be more natural, delicately framing the eyes in a way that opens up my whole face. (Is it really so much to ask?!) Because of my apparently unique set of lash needs, I find myself hating virtually every hyped-up mascara that comes my way, and instead, I cling to understated formulas that give barely-there results. (Victoria Beckham Beauty, here’s to you.) With all of this in mind, when I saw the recent social media frenzy over Maybelline's Lash Sensational Sky High Mascara, I was totally disinterested.

Shannon before applying Maybelline's Lash Sensational Sky High Mascara.

All over my feed, videos showcased dramatic lash results. Before-and-afters clearly showed that this mascara meant business. People’s lashes looked almost impossibly long, show-stoppingly bold, and dramatically full—so much so that even I could understand why this £10 mascara was causing such a stir. In all of my years testing and trialling every makeup product that hits the shelves, I had never witnessed IRL results quite like it. But the truth is, to me, the super-full lashes I saw plastered all over the internet still looked heavy. Sure, in comparison to other formulas, the results weren’t quite as clumpy. But did it make lashes seem natural? Absolutely not. 

Ever the curious beauty journalist, I still wanted to try it for myself and deliver a totally honest review (without any mascara bias whatsoever). After all, everyone I had spoken to told me that Lash Sensational Sky High was, without a shred of doubt, the very best mascara to have ever been made. While waiting for the mascara to arrive, I thought long and hard about what I really wanted from it. My expectations were (pun totally intended) sky-high, but history has taught me not to get my hopes up. I wanted totally lightweight length, a wand that would fan my thick lashes out into something softer, and a formula that wouldn’t smudge but also washed off with ease. But most of all, I wanted zero clumping. And then, a day earlier than anticipated, it dropped through my letter box, and I was totally unprepared.

Shannon after applying Maybelline's Lash Sensational Sky High Mascara.

The results were genuinely jaw-dropping. On first swipe, I thought little of it. Sure, it fanned my lashes out and gave them some subtle length, but it wasn’t the crazy results I had seen on TikTok. Unlike other powerhouse mascaras, the wand is soft and flexible but is small enough to really get into every lash. I reluctantly went in for more layers, knowing that this act always results in lashes clumping together to form spidery lash talons. But the clumping never came. It simply kept building and building until my lashes were jet-black, bold, and long enough that I could actually feel them brushing my brow bone.

As the day went on, I kept catching glimpses of myself in the mirror and being genuinely taken aback at how great I looked. That’s the wonderful thing about this mascara: There is zero room for modesty. Sky High forces you to accept that, actually, you look really good. And who doesn’t want that right now? After a day of wear, I was left with minimal smudging, and it rinsed off relatively easily with my usual cleansing balm.

Trust me when I say that this mascara is totally game-changing. Not only does it prove that there is absolutely no need to spend the big bucks on your lashes, but it also proves that after decades of being let down by brands promising us a false-lash effect, it actually could be done. That whole time, all of the ingredients were there, just waiting to be made into the perfect mascara formula. I want to make this statement official: Maybelline's Lash Sensational Sky High Mascara really is the best that I have ever used.

Shop More Affordable Mascaras

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.