After seasonal color analysis convinced me to dye my nearly-black hair blonde , I decided to implement more of my analyst’s suggested aesthetic changes. First up? Switching to brown mascara. I know, it sounds shocking; black mascara is nothing short of beloved.
But it turns out, people are really intrigued by brown mascara: I think I got more DM responses to my brown mascara testing Instagram stories than I did to wish me a happy birthday, which made me realize that it's time to write this story. Aside from follower interest, there are plenty of perks to branching out into brown. For example, depending on your skin tone, personal style, and color season, non-black mascara can make your eyes, features, and even undertones pop while darker shades like black and gray could actually be washing you out, as it did for me me.
But the reason most people love the look is that regardless of your skin tone or features, brown mascara looks more natural, which makes it a perfect match for daytime-friendly or minimalist soft glam. And people are finally catching on: Web searches for brown mascara have nearly doubled in 2024, according to data-aggregation platform Spate . Meanwhile, on TikTok, views have increased by over 240%, while “brown mascara” sees an average of 5 million weekly views on the platform over all.
As for what's inspiring the shift? “Honestly, the younger generation is setting the tone with navy, purple, green and brown mascaras,” celebrity makeup artist and esth.
