If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.
In this article
Top Brown Mascaras of 2025
For years, brown mascara lived in the specialty aisle, primarily recommended for blondes or redheads seeking softer definition. But now, brown mascaras are fully mainstream, with shoppers favoring the effortlessly gorgeous, your-lashes-but-better look that the best formulas impart.
Gen Z’s widespread aversion to eyeliner and overdone eye makeup has elevated brown formulas into beauty superstardom. In 2025 alone, we’ve seen brands like Hourglass and Ilia expand the shade ranges of their hero mascaras to include rich chocolate and chestnut variations. It seems that all at once, we’ve come to realize that when mascaras make lashes look like lashes — not heavy strokes of ink-black paint — the effect is more realistic length, lift, or volume.
Sofia Richie Grainge and Hailey Bieber wear soft brown makeup looks at the 2025 Met Gala. (Photos by Taylor Hill/Getty Images; John Shearer/WireImage)
Celebrities and beauty tastemakers have also co-signed the brown mascara trend: Sofia Richie and Hailey Bieber both rocked warm, subtly defined lashes at the 2025 Met Gala, while stars like Addison Rae and Pamela Anderson have recently leaned into minimalism with fresh‑faced, no-makeup makeup looks, even on red carpets.
We extensively tested many brown mascaras, from tubing newcomers to cult‑classic drugstore mascaras, and narrowed down the very best options that deliver on the volume or length they promise.
Editor’s Choice: Top 3 Brown Mascaras, Tested & Reviewed
Finding the best brown mascara depends on more than just color. The right formula should define lashes without smudging, flaking, or irritating the eyes — and offer a finish that feels softer and more natural than traditional black. With so many brown mascaras now available in a variety of textures and finishes, our editors opted to highlight three standout options, rather than name a single best overall. After multiple rounds of real-world testing and wear assessments, these are the top three brown mascaras that cater to different needs, eye sensitivities, and lash goals.
- Hourglass Unlocked Instant Extensions Mascara in Espresso: This was our top pick for best brown tubing mascara. Beloved for its clean removal and smudge-proof wear, it wraps each lash in lightweight fibers that create striking length without clumping — no raccoon eyes or tugging required.
- Tower 28 Make Waves Mascara in Drift: Ideal for sensitive eyes, this gentle, plant-powered formula impressed testers with its flexible wear and conditioning ingredients. One coat gives natural lift, while multiple swipes build soft volume without irritation.
- YSL Beauty Lash Clash Extreme Volume Mascara in Brown: For high-drama volume with a warm, chocolatey twist, Lash Clash delivers. The oversized brush and mousse-like formula provide intense drama while still wearing comfortably from day to night.
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.
Hourglass Unlocked Instant Extensions Mascara in Espresso
This top tubing mascara is a reliable favorite for those who want lengthened lashes without the fuss — no smudging, no raccoon eyes, and no stinging sensation at the end of the day. While it’s not known for major volume, the formula excels at creating fluttery, extended length — a feature that’s earned it fans like Hailey Bieber.
Among our testers, this formula was rated the best brown tubing mascara for its ability to cling onto lashes cleanly, extending their length with lightweight fibers that build on the natural length of your lashes. Our panel also noted how beautifully the formula builds; just wait a few seconds between each coat until you’ve reached your desired definition.
Price upon publish date of this article: $33
Tower 28 Make Waves Mascara in Drift
From sensitive skin-friendly brand Tower 28, this brown mascara is our top pick for those with easily irritated eyes. The formula is as gentle as it gets, with plant-based conditioning ingredients like castor seed oil and sunflower seed wax. But that doesn’t prevent the highly-rated mascara from delivering noticeable volume and length. Our testers were specifically impressed with its ability to wear as both a daytime mascara (go with one coat) as well as a night out-ready formula with three swipes.
Price upon publish date of this article: $20
YSL Beauty Lash Clash Extreme Volume Mascara in Brown
True to its name, Lash Clash delivers volume with an edge — the oversized brush deposits a deep, rich brown pigment at the base of the lashes for dramatic definition, while the whipped, wax-infused formula builds easily without flaking or clumping. Testers loved this for nights out when subtlety isn’t the goal; just two coats delivered plush, almost false eyelash-caliber volume. Despite the high-drama payoff, the formula wears surprisingly light and doesn’t leave lashes stiff or crunchy (a rare feat for such an intense volumizing mascara).
Price upon publish date of this article: $34
Ilia Limitless Lash Mascara in Before Dawn
This cult-favorite clean mascara earned top marks from testers for its unique dual-sided brush and natural-looking lift. The soft brown-black pigment in the shade Before Dawn offers more dimension than a standard brown, making it a smart pick for those who want definition with a bit more contrast.
Testers noted how easy it is to layer thanks to its lightweight formula, which uses shea butter and keratin to condition lashes while holding a soft curl. Even better? It removes with warm water — no tugging or harsh cleansers required.
Price upon publish date of this article: $29
Colorescience Total Lash Serum Mascara in Dark Brown
Part lash-enhancing serum, part mascara, this hybrid formula from Colorescience impressed testers with its multitasking prowess. The deepest brown shade coats lashes in a glossy finish while delivering peptides, biotin, and hyaluronic acid to support natural growth over time.
Testers appreciated the lifted, defined look after just one coat — and noted that with consistent use, lashes felt noticeably softer and looked fuller. For those investing in long-term lash health without giving up immediate payoff, this is a standout option.
Price upon publish date of this article: $47.20
Clinique High Impact Mascara in Black Honey Mascara
Clinique’s iconic Black Honey shade — a cult-favorite hue known for its universally flattering berry-brown tone — makes its debut in mascara form. The result: a softly defined lash look that’s perfect for daytime wear or subtle glam.
While the formula isn’t new, the shade refresh gives it a modern twist. Testers with lighter lashes especially loved how the warm tint enhanced their eye color without looking too stark. It builds best in two coats, and holds its own through long days without flaking.
Price upon publish date of this article: $27
How We Tested & Selected the Best Brown Mascaras
To find the best brown mascara formulas on the market, WWD Shop editors conducted in-depth testing. We started by researching the most buzzed-about brown mascaras — including top-rated picks, viral favorites across TikTok, and formulas recommended by celebrity makeup artists, then we put them to the test.
We tested over 15 different mascaras in brown and espresso shades, evaluating each on key factors like wear time, ease of removal, smudge resistance, buildability, and lash definition. Our editors also considered different eye sensitivities and lash types, with testers ranging from minimal makeup wearers to daily glam users. In addition to hands-on testing, we reviewed hundreds of customer testimonials to validate long-term wear and performance across real-life scenarios. The final list includes the very best brown mascaras, with standout picks for tubing, volume, and sensitive eyes — plus a few runner-ups that are worth a second look.
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 Author
Claire Sullivan is a contributing commerce editor for WWD and Footwear News, where she writes and edits beauty, fashion, and lifestyle stories. She has over eight years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of products during her time as an editor, so she’s well-versed in selecting the products that make a meaningful difference in your skin and hair. Sullivan personally tested each of the brown mascaras on this list.
