Brown Mascara Is Taking Over – & We’re Not Mad About It

Brown mascara is quietly taking over beauty routines again, and this time it’s all over Instagram and TikTok. From GRWM videos to soft glam tutorials, creators are ditching ultra-black lashes in favour of something softer, warmer, and more believable.

The shift fits neatly into the famous and trending ‘no-makeup makeup’ era: skin tints instead of foundation, blurred blush, glossy lips and now, lashes that don’t scream for attention, perfectly fitting into the ‘clean girl’ style of glam.

Unlike harsh black formulas, brown mascara enhances one’s features without overpowering. It defines the eyes while keeping everything looking lifted but natural, which is why it’s especially popular among people with lighter lashes, fair skin, or red and blonde hair tones.

@pipiquiroz Ysl lash clash in brown 🧸🧸 @yslbeauty ♬ how i love being a woman – editdiaary

It also works surprisingly well for deeper eye colours, adding warmth and dimension rather than stark contrast. The result is a softer gaze that still looks polished, just less ‘done’.

On social media, the trend has been spotted on creators and celebrities alike, with Love Island alumni such as Molly-Mae Hague and other influencers regularly leaning into softer lash looks for everyday content, as well as red-carpet-adjacent clean girl styling seen on stars like Hailey Bieber.

The appeal is simple: it photographs well, feels effortless, and fits the current obsession with looking expensive without looking heavy

Brown mascara is also a practical choice. Brown formulas tend to feel more forgiving to apply, less prone to looking clumpy, and more wearable from day to night – ideal for minimal makeup wearers who still want definition.

Here at STELLAR, we’ve rounded up the best brown mascaras to try right now – spanning every budget:

Merit Beauty Brown Tubing Mascara – €29

Essence Lash Princess False Lash Effect Mascara Black Brown – €4.19

Sculpted by Aimee MyMascara – €23

Maybelline Lash Sensational Sky High Washable Mascara in True Brown – €17.49 

Refy Lash Sculpt Brown – €24

Benefit Bad Gal Bang Mascara in Brown – €32.20

Lancôme Hypnôse Mascara Brown – €27.75

From high-street favourites to luxury staples, brown mascara is proving that sometimes the smallest switch makes the biggest difference.

Words by Robyn Jane Lawlor