If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.
Updated August 20, 2024: This article on the best drugstore Target was updated with new releases and additional editor-tested product picks. We are currently testing additional Target mascaras from brands like Fenty, Revlon, and Honest Beauty for consideration in this guide.
Target is a one-stop shop for all kinds of home, clothing, and lifestyle essentials, but as far as we’re concerned, the beauty department is at the center of the bullseye. Target’s one of the best places to shop makeup bag staples like mascara from an impressive range of drugstore and prestige brands, so we rolled up our sleeves to test the absolute best mascaras at Target for achieving long, fluttery, lashes with minimal effort.
Any beauty lover knows that strolling or scrolling through Target’s beauty selection is just like being a kid in a candy store. It’s practically become its own beauty department store over the years — especially since Ulta moved in a few years back. Whether in-store or at Target.com, you can shop the entire range of the best drugstore mascaras, from beloved brands like Maybelline, Essence, and L’Oréal, or stock up on splurge-worthy prestige mascaras from Benefit Cosmetics and Too Faced. There’s even beauty counter goodies from Mac Cosmetics and It Cosmetics, along with exclusive beauty brands you’d be hard-pressed to find in-person anywhere else, like Colourpop, Morphe, Honest Beauty, Pixi Beauty, Juvia’s Place, Makeup Revolution, and so much more. It’s also clear that Target is committed to growing its wellness-focused, clean beauty selection, as seen in notable brand additions like Well People and Good.Clean.Goop.
On top of Target’s uniquely abundant grab bag of beauty goodies, it’s one of the best retailers to shop online — especially if you take advantage of exclusive Target Circle member benefits. It’s totally free to sign up here, where you can get VIP access to limited-time deals, free two-day shipping on orders over $35, and rewards points with every purchase.
To pinpoint the best mascaras from Target, our panel of five WWD Shop editors and testers trialed a large selection of top-rated options through two rounds of extensive, hands-on evaluation periods. We picked up old favorites to asses their updated formulations, discovered mascaras that are popular from Target to TikTok, and hit the books to research the best mascara ingredients for different lash types and transformative effects. Keep scrolling to discover our favorite formulas worthy of adding to your lash stash.
Top Mascaras at Target of 2024
Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.
Editor’s Choice: Top 3 Target Mascaras of 2024
Target offers a mixed bag of beauty brands across traditional drugstore brands like Covergirl and Maybelline, indie beauty brands to the likes of Physicians Formula and Honest Beauty, as well as higher-priced options from names like Too Faced and Benefit Cosmetics. There’s an overwhelming selection to choose from, whether you’re in the market for a lengthening formula, an ultra-clean option, waterproof staying power, or a false lash effect, so landing on the best mascara from Target will depend on your budget, glam preferences, lifestyle, and eye sensitivity. Because of this, our editors and testers cherry-picked three top mascaras that offer different results, rather than one standalone champ. After three rounds of product testing, these three hit the center of the bullseye:
- E.l.f. Cosmetics Lash It Loud Mascara: Our choice for the best waterproof mascara at Target is this drama-boosting pick from E.l.f. Cosmetics. Its silicone brush effectively combs each lash from root to tip, while its small shape and spiked end access finer lashes in the inner and outer corners. This mascara was tested in the shower, at the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging.
- Clinique High Impact High-Fi Volume Mascara: There’s no need to choose between volume and length — this eye-popping formula from Clinique’s got it all in spades. This Target tubing mascara features a unique gel-like formula that seamlessly fuses tiny extensions to your natural lash for longer, fuller, and fluffier looking lashes. It’s an excellent option for those with sparse lashes who are looking for that extra oomph factor.
- Physicians Formula Murumuru Butter Blowout Mascara: Consider this an eyelash conditioner that applies like a mascara. This expert-recommended formula achieves beautiful length, volume, and definition as nourishing ingredients like keratin and murumuru butter deeply hydrate the lash line for a feathery-soft feel and flake-free wear. It supports long-term lash strength, applies like a dream, and is our hands-down favorite natural-looking Target mascara for everyday wear.
Courtesy of Target
editor’s choice
E.l.f. Lash it Loud Waterproof Mascara
Editor testing review rating: 4.75/5 rating
Formula type: Lengthening
Shade range: Black
It’s not everyday that you discover a top-tier mascara that outperforms in its waterproof version — and for only $6, no less. According to our testers, it’s safe to say that the E.l.f. Lash It Loud Waterproof Mascara is one of Target’s many hidden gems. Its flexible silicone wand applicator separates and lengthens each and every lash, due to long bristles that run both vertically and horizontally. The bristles even form a spiky ball tip at the end of the wand for maximum control over a fluttery flare. The formula comes in a deep black pigmentation, which creates a glossy and bold lash look with absolutely zero risk of running.
Editor testing and review notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not only for its staying power, but also for it ability to create defined volume and length. Its silicone brush effectively combs each lash from root to tip, while its small shape and spiked end accesses finer lashes in the inner and outer corner. This mascara was tested in the shower, at the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging. When you’re ready to wash it away, a makeup removing cloth or simple eye-safe face wash will do the trick, without any harsh rubbing or risk of losing any lashes in the process.” — Commerce Writer & Producer Olivia Cigliano
What testers say: “I. Love. This. Stuff. This mascara stays put, which is what I really want in a mascara. The brush is unique – it has very short, stiff bristles. I thought I would dislike it at first, but I have found that it really helps me get some of the tiny lashes in the outside corner of my eyes, and I get no clumps using this wand. The formula is very buildable, from subtle and natural with one coat to almost falsey-levels with three or four coats.”
Volume: 4.5/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $6
editor’s choice
Clinique High Impact High-Fi Volume Mascara
Editor testing review rating: 4.9/5 rating
Formula type: Lengthening
Shade range: Black, black/brown
We’ve tried dozens of tubing mascaras at every price point, and while these formulas sounds great in concept, they tend to either be a hit or a miss. However, Clinique’s High Impact High-Fi Volume Mascara is a slam-dunk. It truly delivers transformative drama, whether from its pitch-black pigment, elongating lash extension fibers, or conic wand that makes flaring out the lash line quick and effortless. Its gel-like formula works just like a hair gel, where the unique High-Def Wave Brush cleanly combs each lash and distributes an even amount of product with each swipe.
Editor testing and review notes: “This mascara is a dream for daytime wear. A lot of volumizing formulas can leave your lashes looking dense and heavy, but this one nicely separates each little hair, resulting in a fuller look without clumps. I was especially surprised by how well the medium-length bristles extended the length of my lashes with just a few swipes — it’s the best for fluttery, full lashes.” — WWD Shop Senior Beauty and Lifestyle Commerce Editor Claire Sullivan
What testers say: “I honestly believe I have tried every mascara ever made, but could never find the volume and the length I was looking for. This is it! The volume, the length, the longevity! It never flakes! It’s amazing!”
Volume: 4.8/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $28
Editor’s Choice
Physicians Formula Murumuru Butter Blowout Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Volumizing, lengthening, conditioning
Shade range: Black
Key ingredients: Keratin, monoi butter, murumuru butter, cupuaçu butter, tucuma butter
Celebrity makeup artist Katie Mellinger previously told WWD that the Murumuru Butter Blowout Mascara from Physicians Formula is one of the first drugstore mascaras on the market to infuse conditioning ingredients that support natural lash grown — so we obviously ran to our local Target to test it for ourselves. The creamy and buildable all-in-one formula is jam-packed with lash hydrators, such as fatty acids, vitamins, and keratin, which serve as a conditioning and strengthening treatment with wear. The round bristle brush is slightly feathered, which is perfect for creating a wispy finish with plenty of control over the amount of product that is applied.
Editor testing and review notes: “I had never used an eye makeup product from Physicians Formula but the brand’s Butter line always leaves me impressed, so I was excited to take this one for a whirl. It gives the lashes a fluttery and natural look that I find ideal for daily wear. The texture of the product leans dry, which works best for building volume and separating sparse lash lines, and I’m happy to report that the conditioning ingredients worked their magic — the mascara washed off cleanly and left my lashes feeling so soft at the end of the day. If you put your lashes through the ringer, like routinely curling them or wearing false lashes, this mascara may work well as a wearable restorative treatment.” — Cigliano
What testers say: I used this mascara first time three days ago and absolutely love it. I don’t need a magnifying mirror to apply. It goes onto my lashes and not all over my eyelids. The brush is like a comb and the liquid that comes out isn’t drippy or splotchy at all. It simply separates my lashes beautifully, applies an even amount of mascara on each lash, and leaves no clumps. Also, despite the word ‘butter’ in the name, it stays on all day without smearing!”
Volume: 4.8/5 rating | Length: 4.6/5 rating | Definition: 4.8/5 rating | Long-wear: 4.7/5 rating
Price upon publish date of this article: $13.29
Wet N Wild Mega Length Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Lengthening
Shade range: Black
The Wet N Wild Mega Length Mascara is a stellar mascara from Target under $5. It stands out from other mascaras for its super flexible Precision comb brush, which makes it much easier to define each hair and address the fine details in hard-to-reach corners. Infused with softening and conditioning vitamin E, this formula has a distinct wet texture that’s smooth and buildable with no clumping (even after three coats!). We especially recommend this lengthening Target mascara for those with fine lashes who are typically weighed down by thicker formulas.
Editor testing and review notes: “On its own, this is a great casual lash-lengthener, but for girls like me who love drama, it makes for a great lash topper. I reach for it when other mascaras aren’t doing what I need them to — it removes clumps, fans out the lashes, and seals the curl. It turns everything up a notch with little effort and deep black pigment. Chef’s kiss.” — Cigliano
What testers say: “I love this mascara! It coats each last individually and it goes on so smooth! It is one of my favorite mascaras. This is my go-to when I prestige mascaras aren’t in the budget, and it works just as well!”
Volume: 4.6/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 4.7/5 rating
Price upon publish date of this article: $4.19
E.l.f. Lash N’ Roll Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Curling
Shade range: Black, brown, pitch black
Almost all of the best E.l.f. products get viral applause on TikTok, and the Lash N’ Roll Mascara is definitely no exception. On the app, it’s featured in over 11.2 million videos where users share rave first impressions — and it doesn’t take a deep dive to discover that most are left shocked by its ultra-affordable price point. The curved applicator shape is where all the magic happens; as you swipe, it pushes the lashline toward the sky, making the eyes look bigger and brighter. And, the silicone wand is double-sided, featuring alternating short and long bristles that snatch onto every little hair.
Editor testing and review notes: “I pretty much refuse to do my makeup without my trusty eyelash curler, so it means a lot when I say I don’t need it with this mascara. I particularly love that the silicone wand is stiff because it allows me to really get to the root of each lash and swipe upward toward the tip. It results in a wide-eyed effect that did not fall throughout long hours of wear.” — Cigliano
What testers say: “This is perfect for daily use. If you’re going for a more simple or natural look, I highly recommend this mascara. It barely smudges compared to high-end products. The wand distributes an equal amount of mascara, so application is never an issue. Although it is easy to remove with soap and water, it lasts all day and night.”
Volume: 4.6/5 rating | Length: 4.8/5 rating | Definition: 4.8/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $6
Courtesy of Ulta
Essence Lash Princess False Lash Effect Mascara
Editor testing review rating: 4.87/5 rating
Formula type: Volumizing, waterproof
Shade range: Black
If you’re attuned to the most popular TikTok beauty products, you’ve likely already heard about the magic of the Essence Lash Princess False Lash Effect Mascara. It happens to be on the top of Target’s bestseller list, too, with well over 1,200 five-star customer reviews. Not only is it beloved for its super affordable price tag, but it also delivers on drama with a pitch-black thickening formula. Its conic fiber brush grips the lash line to build up volume, and length, while a tapered end catches tiny hairs for a fanned-out effect. The Lash Princess False Lash Effect mascara is also free from silicones, parabens, and fragrance, so it’s suitable for sensitive eyes and contact lens wearers.
Editor testing and review notes: “This mascara shines for its dramatic color payoff and instant thickening effect. You really only need a maximum of two coats with this mascara, unless you prefer a chunkier lash look, because just one coat will provide substantial volume and length. Keep in mind that its formula does result in a heavier lash feel, but it’s a teeny tiny price to pay for its ideal application and unbeatable price point.” — Cigliano
What testers say: “I LOVE this mascara. I thought it wouldn’t do much but it’s amazing. It makes my lashes so long and I love it as well for the bottom ones too. And it’s cheap!!!”
Volume: 4.9/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: 4.99
It Cosmetics Super Hero Stretch Volume Mascara
Editor testing review rating: 5/5 rating
Formula type: Volumizing, lengthening
Shade range: Black
Key ingredients: Collagen, biotin, and peptides
The It Cosmetics Super Hero Stretch Volume Mascara is a hidden gem in the Target beauty department, considering that it doesn’t even rank in the retailer’s bestsellers. However, it certainly continues to wow editors through every next round of testing, due to its triple-threat of superpowers: Transformative length, buildable volume, and clump-free definition. Its Elastic Stretch Technology formula was actually developed with plastic surgeons, where it visibly stretches the lashes with the help of lifting polymers. Collagen works to build thickness, while biotin, proteins, and peptides keep the lashes soft and fluttery for long-term strength and flake-free wear.
Editor testing and review notes: “The name says it all — this mascara should wear a cape. It’s holy grail-worthy. The formula isn’t slick-wet, but just damp enough to separate and lift my lashes while building impressive thickness and length. It’s the best mascara for a false lash look; I haven’t touched my stock of falsies in ages because just one or two coats of the pitch-black formula does the trick for a night on the town. I like to focus the product on my outer lashes for a fanned-out look, which are easy to access with the narrow brush applicator.” — Cigliano
What testers say: “This is the best mascara I have ever used, and I have used a lot. My lashes get so long and full so quickly! Would definitely recommend to everyone!”
Volume: 5/5 rating | Length: 5/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $16.80
L’Oreal Paris Voluminous Panorama Volumizing and Lengthening Mascara
Editor testing review rating: 4.75/5 rating
Formula type: Volumizing, lengthening
Shade range: Black Brown, Black, Blackest Black, Waterproof Black
Key ingredients: 5% stretchflex complex formula
If you haven’t seen the L’Oreal Paris Voluminous Panorama Mascara on your TikTok FYP yet, meet the newest it-mascara from Target. It’s already gained over 115 million views and searches on the app, with beauty lovers — including brand partners Kendall Jenner and Alix Earle — gushing over its extreme lengthening lash effects. So what makes it so special? The formula’s “stretchflex” complex that, similar to a tubing mascara, envelops the circumference of each lash fiber in a featherlight, touchable hold. Our testers are happy to report that its 25 hour long-wear claims ring true, while its buildable formula creates impressive results in just a single coat.
Editor testing and review notes: “L’Oreal mascaras tend to be too wet and clumpy for my lash type, but Panorama left me impressed. Although it took a few swipes to separate the lashes to my satisfaction, the bristles successfully combed the product from root to tip, resulting in a pretty wispy effect that effectively transformed my eyes without appearing overly dramatic or overdone. I found it easy to flare the outer corners of my lash line for a flattering cat-eye effect and noticed zero flakes or smudges after a long day at the office and a post-work fitness class. The formula also effortlessly melted away with just a simple face wash.” — Cigliano
What testers say: “This is possibly the best mascara I’ve ever used. It’s buildable and adds so much length and just enough volume. People have asked me if I’m wearing false lashes. The BEST. Other reviews mention that it doesn’t come off, but it’s a tubing mascara and is supposed to basically surround your lashes. You have to pull it off while you’re washing your face and it’ll come right off. Do not hesitate to buy this mascara!”
Volume: 4.7/5 rating | Length: 4.9/5 rating | Definition: 4.8/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $12.99
Courtesy of Too Faced
Too Faced Better Than Sex Volumizing & Lengthening Mascara
Editor testing review rating: 4.9/5 rating
Formula type: Lengthening, volumizing
Shade range: Black
Key ingredients: Acacia Senegal tree extract and peptides
Did you know that the Too Faced Better Than Sex Mascara was once crowned the number one top selling mascara in America? Well, according to our testers, and 22,000 five-star ratings by Target customers, it certainly lives up to the hype. This two-time Editor’s Choice winner delivers on drama with a pitch-black thickening formula that builds big volume and length in one even coat. The game-changing wand comes in a bulbous hourglass shape, which works to curl the center of the lash line upwards, while pushing and flaring out the inner and outer corner eyelashes. Plus, it’s formulated with film-forming polymers that preserve the false-lash effect, all while peptides condition the lashes underneath.
Editor testing and review notes: “If you love thick, black, voluminous lashes and you haven’t tried this mascara — you’re missing out. Better Than Sex has been one of the most reliable mascaras in my makeup bag over the years because I know it’ll always give me a dramatic effect without pesky clumps or flaking throughout the day. While its formula and hourglass wand is comparable to the lower cost L’Oreal Paris Voluminous Lash Paradise Mascara, I still always go back to Too Faced for its dryer consistency. I also swear by the waterproof version for extra smudge-proof wear in the hotter months.” — Cigliano
What testers say: “I love how much volume this mascara gives my lashes! It isn’t clumpy and it’s easy to build. I get asked all the time if I am wearing eyelash extensions.”
Volume: 5/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $29
Maybelline Lash Sensational Firework Volume and Length Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Volumizing, lengthening
Shade range: Brown, Very Black, Blackest Black, Waterpoof Very Black
Key ingredients: Pro-Vitamin B5
The Firework Volume and Length Mascara is a hot new release from Maybelline that’s already reached bestseller status at Target — and earned over 47 million views on TikTok. Described by the brand as the ticket to “main character lashes,” it lives up to its name with explosive, fanned-out volume and flattering eye definition. Its unique Superspark Brush is spiral-bound with different bristle lengths to grip and extend each hair, while conditioning Pro-Vitamin B5 leaves the lashes flexible and flake-free.
Editor testing and review notes: “I have enjoyed the lot of Maybelline’s Lash Sensational line, so I had high hopes for this new Firework formula. The bottom line? It’s my favorite from the collection. The formula itself is not too wet, not too dry, which pairs perfectly with the long, rubber bristles that effectively comb out clumps as pigment is deposited. It results in extended and defined lashes that last all day long — even through my post-work cardio workout. Plus, I love how the cute hot pink tube is wrapped in ridges, so it will roll away off your vanity table.” — Cigliano
What testers say: “I have pretty straight lashes and this mascara gave a good lift AND length, which is hard to find in mascara. Lasted all day, no smudging or flaking. Definitely found a new favorite!”
Volume: 4.8/5 rating | Length: 4.8/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $10.99
Covergirl Lash Blast Cleantopia Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Volumizing
Shade range: Brown, Black Brown, Black, Extreme Black
Key ingredients: Aloe leaf extract, ceramide, and sustainably-sourced rainforest maracuja oil
Covergirl’s Lash Blast Cleantopia Mascara is one of the best clean mascaras at Target for those with sensitive eyes or who have a preference for totally vegan formulations. It’s actually Covergirl’s first-ever plant-based mascara, with 100% cellulose plant fibers, aloe leaf extract, ceramides, and sustainable maracuja oil, which all work together to naturally condition, lengthen, and thicken the lashline. Plus, it omits potentially irritating ingredients such as parabens, sulfates, talc, and mineral oil — without skimping on the drama.
Editor testing and review notes: “I’m a big fan of the original Covergirl Lash Blast Clean Volume Mascara — which we originally ranked in this article — so I was intrigued to try this totally new iteration. Rather than a stiff, tapered wand that works like a comb, Cleantopia’s hourglass bristles effectively deposit thick (not clump) coats of mascara that build seamless volume. This formula actually holds a curl very well and feels soft to the touch with wear. While it’s not an especially lengthening mascara, I would recommend it for that feathery, flared-out effect.” — Cigliano
What testers say: “I purchased this mascara when they were out of my usual brand. I am so happy it was, because this will absolutely be my go to!! Wonderful coverage, perfect thick yet soft brush and all-day wear! Love this!”
Volume: 4.8/5 rating | Length: 4.6/5 rating | Definition: 4.8/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $9.44
Maybelline Colossal Curl Bounce Waterproof Mascara
Editor testing review rating: 4.97/5 rating
Formula type: Volumizing, curling
Shade range: Waterproof Very Black, Very Black, Blackest Black
Key ingredients: Memory Curl formula
Maybelline’s Colossal mascara collection encompasses a range of formulas that claim mega-volume results, but our testers agree that the bestselling Colossal Curl Bounce Waterproof Mascara is the cream of the crop. Off the bat, its waterproof 24-hour staying power didn’t drip through sweat or even a shower, making for a reliable option to carry you through the sweltering summer months without sacrificing on dramatic lash results. The ‘Curl ’N’ Bounce’ brush coupled with Maybelline’s unique ‘Memory-Curl’ formula impressively lifts the lash line into a tight-holding curl that, for most lash types, forgoes the need for a lash curler. The formula hits the sweet spot between a wet and dry texture, which allows the product to properly extend and define each lash with deeply pigmented definition.
Editor testing and review notes: “This discovery may just be holy-grail worthy. As a longtime fan of the Colossal range, I was excited to dry out Curl Bounce’s plush, curved wand, and was left impressed by its ability to effortlessly fan the lash line and build dramatic volume in just a few swipes. As opposed to other curl-boosting mascaras I’ve tried, this wand doesn’t front such a steep C-shape, which I found to grant me a lot of control as I pushed the bristles up through the roots. I’m also an avid eyelash curler user, but I’d feel just fine packing this mascara without one if I’m limited on space in my makeup bag.” — Cigliano
What testers say: “Since age has taken some of my lash volume and now they are less likely to hold a curl, I decided to give Colossal Curl Bounce a try. I absolutely love it and I am very picky about mascara. My lashes appeared thicker without clumps or flaking and the curl remained until I washed it off. I definitely recommend this to anyone over the age of 50.”
Volume: 5/5 rating | Length: 4.9/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $11.29
Courtesy of Sephora
Benefit Cosmetics Roller Lash Curling & Lifting Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Curling, lifting
Shade range: Black
Key ingredients: Provitamin B5 and serine
Whether you have lashes that grow straight out or you want a mascara that holds the boost from your eyelash curler, Benefit’s Roller Lash mascara reliably does the trick. Not only is it a Target bestseller, it’s also an essential in Alix Earle’s makeup routine, who’s constantly featuring it on her TikTok page for a dramatic eye look. Its curling brush grips onto the entire lash line to suspend your fringe upward for a bright-eyed effect, while its thickening formula builds the lashes up to doll-level lengths. It’s also formulated with provitamin B4 and serine, a type of amino acid, which condition the lashes for a soft — not crunchy — feel.
Editor testing and review notes: “I always replenish my stock of this mascara as soon as I’m running low. I’ve tried dozens of mascaras with high claims, but this one does it all. It adds volume, separates my lashes, and enhances curl. I also love that the rubber lid is textured, which adds a helpful grip during application. This mascara is also super easy to remove with a cleansing balm or makeup remover, and doesn’t leave raccoon-eye residue under my eyes the next day.” — Senior Beauty & Lifestyle Commerce Editor Claire Sullivan
What testers say: “I have tried every high end or drugstore mascara out there, and this tops them all for me. Nothing else gives me a perfect curl like this one. I wish they’d come out with a waterproof version!”
Volume: 4.9/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $28
L’Oreal Paris Telescopic Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Lengthening
Shade range: Black, Carbon Black, Blackest Black, and waterproof formulations
The iconic L’Oreal Paris Telescopic mascara is our top pick for achieving eye-popping lash lengths. Its super narrow Precision Brush effectively works like a fine-toothed comb to catch the lashes at their base and transform them to exceptional size. The wand may look typical to the naked eye, but it’s actually equipped with two sides for dual control; the flat side works to build length while the other separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Target offers its full range of formulations, including its lifting, balm, and waterproof iterations — the latter being one WWD Shop editor’s go-to for defining the lower lashes.
Editor testing and review notes: “As someone who leans toward big wands and thicker formulas, I was surprised at how well Telescopic exaggerated my lashes. The linear wand allows you to comb the whole lash line in one swipe, which results in a smooth, even application. Its more wet consistency and separating wand will work well on those with fine lashes, while short lashes will appreciate its elongating effect. I particularly reach for the waterproof version of this mascara for my lower lashes, since the wand is small enough to get a tight grip on fine hairs and the formula never smudges on my under eye after hours of wear.” — Sullivan
What testers say: “I haven’t used this mascara since high school and was reminded about how good it is. I love how precise the brush is on both the top and bottom eyelashes. It’s not super volumizing but great for everyday and as a base for a more volumizing mascara when I want to look more done up. I don’t think I’ve found another mascara that separates lashes as well as this one!”
Volume: 4.3/5 rating | Length: 5/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $13.99
Tips for Shopping for Mascara at Target
- Shop bestsellers: If you’re on the hunt for Target’s highest-rated beauty buys, a great place to start is by sifting through bestsellers. Just navigate to Target.com’s site menu, click “Makeup,” and select the category you’d like to shop. From there, select the page filter to sort by bestsellers. For example, under the “Eyes” section in makeup, you can view Target’s entire selection of mascaras with the best ratings.
- Watch for flash deals: Target offers deals on top-rated beauty products and brands for a limited time throughout the year. You can shop daily beauty discounts across makeup, hair care, skin care, body care, and grooming from the dedicated beauty deals page. Theres also a special Ulta Beauty at Target Deals page for price slashes on more brands and pricey products you won’t find discounted on Ulta’s home site. For added savings, Target’s Circle Offers allows you to browse beauty coupons to apply to your virtual cart, and Target’s beauty clearance selection is chock full of marked down makeup, hair styling tools, face serums, and more.
- Become a Target Circle Card member: If you’re an avid Target beauty shopper, you won’t want to miss out on Target Circle Card bonus benefits. To sign up, you have the option between a reloadable cash card, a debit card, or a credit card, all of which grant you access to free two-day shipping, exclusive deal offers, extra time for returns, and five percent off every single purchase. Plus, there’s no annual fees, so you’ll only ever see savings with a Circle Card.
- Score quick shipping: Target offers super speedy two-day shipping for any order over $35, or if you’re paying with a Target Circle Card. Most of Target’s selection qualifies for quick ship perks, however eligibility may vary depending on your location. Pro tip: Make sure to place your order on a weekday, because the weekend may extend its delivery date by a few days.
- Return policies: A major plus about shopping from Target’s beauty selection is that you can return items even after a product has been been opened. If a mascara or makeup item didn’t work for you, Target will accept it for a full refund within 90 days of purchase, or, if you carry a Circle Card, you’ll get a full 120 days to bring it back. You can return Target products in-store with your online order details, drop it off curbside, or mail it back with fully free shipping.
How We Chose the Best Mascaras at Target
To curate the best mascaras at Target that are worth every penny, our team of WWD Shop editors tested dozens of mascaras that were sourced from Target’s bestseller list. We paid attention to new product releases, TikTok-viral formulations, and compared customer reviews, as well as referenced previous recommendations from beauty experts that are available to shop at Target. We also made sure to select a variety of formula and wand types to test in order to find the best option for various results. We tested over 25 mascaras, including the following runner-ups:
- Maybelline Lash Sensational Sky High Lengthening Mascara: While this TikTok-viral formula was a top recommendation in our initial round of testing, we decided to bump it from our list, as similar wand types and defining formulas such as the Maybelline Lash Sensational Firework Volume and Length Mascara left our testers more impressed. We still recommend this bestseller as a satisfactory wet-leaning formula that delivers on definition and a fanned-out effect.
- Neutrogena Healthy Lengths Mascara: This formula is unique for its nourishing key ingredients and non-brittle wear, however our testers found it to be to wet and gunky upon application, which is common among length-focused mascaras. We did not include it in our top list because those with short lashes will not benefit from the heavy formula, though naturally long lashes may enjoy its rich black shade and dense bristle wand. We also reported noticeable smudging throughout a normal day of wear and skin staining upon removal.
- Honest Beauty 2-in-1 Extreme Length Mascara + Lash Primer: While this mascara is EWG-certified and has a clean formula that delivers noteworthy pigment, the product immediately makes the eyelashes stick together.
- Flower Beauty Lash Warrior Mascara: Flower Beauty offers a wide range of impressive color cosmetics, across powder blushes, lip liners, and complexion products. However, the Lash Warrior mascara left much to be desired. Despite its large wand, far too little product is effectively deposited to the lashes, which prompts several coats until a minimal transformation is achieved. While the product is fairly buildable, this mascara’s application is time-consuming.
- Milani Highly Rated Lash Extensions Tubing Mascara: Tubing mascaras elicit high expectations for their lengthening and volumizing effects. Milani’s take on the innovative mascara did not compare to others we tested — its plastic wand bodes well for lash separation, but its overall wet formula weighed too heavy on the lashes to build drama or defined augmentation.
- L’Oreal Bambi Eye Washable Mascara: Our testers loved the lengthening powers of this mascara, as well as its chubby packaging that makes it easy to grip and apply on the go. However, we experienced some smudging during the eight hour testing period. The formula requires three coats for a more defined look, where others on our list achieved this effect with fewer passes.
- Covergirl Lash Blast Clean Volume Mascara: While one editor still recommends this mascara, it was bumped from our list to make way for the more dramatic Covergirl Cleantopia mascara. Both make for excellent clean Target mascaras, however, Cleantopia created the most volume, definition, and overall eye transformation of the two.
- Colourpop BFF Mascara: This mascara is a good option if you’re interested in adding color to your lash stash, however we noticed inconsistencies among the shades. While the black and brown colors are very rich in pigment, the red or purple formulas take extra layers to reach opacity, which results in a lot of clumping. For this reason, we could not recommend it as the best color mascara at Target.
- Milani Highly Rated Lash Extensions Tubing Mascara: Our testers had high hopes for this affordable tubing mascara at Target, but we did not notice any added length after multiple coats of product. Our lashes remained short, sparse, and nearly naked, likely due to the applicator that failed to distribute an apt amount of product.
How We Tested & Reviewed the Best Mascaras at Target
A total of 31 formulas were tested by five WWD shop editors and product testers for this guide to the best mascaras at Target. We wore each mascara for a duration of 8 to 18 hours per day to reflect a typical timeframe of wear and to fairly determine the pros and cons of the formula’s staying power, lash effect, and any potential eye irritation. Since our initial round of product testing in October 2023, we conducted a third round of Target mascara testing in August 2024. We revisited our original recommendations and personal favorites to assess whether the formulas were still impressive in comparison to new releases, TikTok-viral discoveries, or expert-recommended mascaras.
While testing, our panel examined key factors and features of each mascara, such as overall lash effects, formulation, wear time, pigment intensity, ease of application, wand function, packaging, and clean removal. Our panel of testers also assessed special features in waterproof, tubing, and curling mascaras to select the best options in each formula category. The mascaras included in our top picks were tested across a variety of eye lash types, occasions, and functions, as well as sensitive eye types, in order to assure readers of reliable wear and long, fluttery lashes.
Before you go, check out our list of the best drugstore mascaras:
Why Trust WWD
Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections. Learn more about us here.
Meet the Testers
To hunt down the best mascaras from Target, we rounded up a panel of five WWD Shop product testers to evaluate a wide assortment of formulas from the retailer, including waterproof, volumizing, curling, tubing, and lengthening mascaras. Our mascara testers include Olivia Cigliano, the Commerce Writer & Producer at Footwear News and WWD and the author of this story, who regularly reviews mascaras at WWD, as well as Claire Sullivan, the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News, plus three additional testers. Our mascara testers represent different lash lengths, types, and textures, as well as various sensitivities, such as contact lens wearers or those with allergies. We assessed each formula against different application techniques, including with and without curling the lashes before application, as well as worn alone or with a strip of false lashes. Additionally, all formulas were tested for different activity levels, from a regular day of work to a sweaty gym session, as well as in various climates, in order to ensure that each mascara from Target is satisfactory for the range of preferences and lifestyles.
Meet the Expert
Katie Mellinger is a bi-coastal makeup artist who specializes in flawless skin. She has worked with clients such as Sofia Coppola, Emma Watson, Chloë Sevigny, AnnaSophia Robb, and more. Her work has been featured in major publications including W, Vanity Fair, Harper’s Bazaar, and i-D, to name a few.
Meet the Author
Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes and edits shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City. At WWD, she regularly tests and reviews top-rated and TikTok-famous products like mascaras. She regularly reviews the best drugstore mascaras across Ulta, Target, Walmart, and Amazon, and updated this shopping guide in August 2024 with new releases and additional editor-tested Target mascara reviews.
