Experts Call This Brown Mascara A ‘Minimalist Staple’ In Spring Beauty
Brown Mascara Is the Must-Have Beauty Trend of Spring 2025
For years, black mascara was the ultimate go-to for bold, high-contrast lashes. But the beauty industry is shifting, and in Spring 2025, brown mascara is emerging as the must-have staple for a softer, more natural look. Luxury brands like Sisley, celebrity makeup artist-founded lines like Lisa Eldridge Makeup, and clean beauty pioneers like Ilia are all embracing this new trend, proving that brown mascara is no longer just an alternative—it’s a statement in its own right.
Brown Mascara Is Taking Over
Celebrity makeup artists and beauty consumers alike are fully embracing the shift toward brown mascara. Carissa Ferreri, a well-known makeup artist, admits that she now reaches for brown mascara daily. This trend didn’t come out of nowhere—social media-driven beauty crazes like Latte Makeup and its shimmery counterpart, Iced Latte Makeup, paved the way for a softer, more neutral eye look that brown mascara perfectly complements.
Ilia’s Brown Mascara: A Clean Beauty Essential
One of the most anticipated launches in the brown mascara movement comes from Ilia, a brand known for its clean and ingredient-conscious approach to beauty. When Ilia’s Limitless Lash Mascara first launched seven years ago, it was hailed as clean beauty’s best mascara. Now, due to overwhelming demand, the brand has finally released a brown version—‘Before Dawn’—giving consumers a natural, non-toxic alternative.
According to Ilia’s founder, Sasha Plavsic, the brand received nearly 1,000 direct requests for a brown mascara in the past year alone. The new shade offers a balanced brown hue that isn’t too warm or too cool, making it universally flattering across skin tones and eye colors.
When to Choose Brown Mascara Over Black
Brown mascara has always had its place in professional makeup kits, particularly for clients with blonde hair, light lashes, or softer facial features. Makeup artist Diane Caranica explains that black mascara can sometimes look “too intense or harsh” on such individuals, making brown mascara a better choice for achieving a natural aesthetic. This is especially true for editorial shoots, daytime events, and soft-glam looks.
Some makeup artists, like Natasha Denona, mix and match black and brown mascaras. Denona often applies black mascara to the upper lashes for definition while using brown on the lower lashes to keep the look balanced. Similarly, Caranica sometimes applies black at the lash base and brown at the tips for a more natural gradient effect.
Brown Mascara and the Minimalist Beauty Movement
Celebrity makeup artist Kirin Bhatty, who has worked with stars like Lorde and Auli’i Cravalho, highlights that brown mascara perfectly aligns with the growing minimalist beauty trend. She often opts for brown mascara when she wants other makeup features—like lips or cheeks—to take center stage. The softer effect of brown mascara makes it ideal for daytime looks, enhancing the lashes without overpowering the face.
Brown Mascara: Lengthening vs. Volumizing
While color plays a crucial role, the type of mascara formulation also matters. Some beauty enthusiasts prefer volumizing mascaras for bold, full lashes, while others gravitate toward lengthening formulas that separate and enhance individual lashes.
Sisley’s Phyto-Noir Mascara in ‘Deep Brown’ ($85) is a great choice for those who love volume, while Ilia’s Limitless Lash Mascara ($29) is known for its lightweight, lengthening formula. Bhatty praises Ilia’s mascara for its ability to define lashes without clumping, making it a favorite for both red carpet events and everyday wear. Plus, Ilia’s formula is infused with lash-nourishing ingredients like Arginine, Biotin, and ethically-sourced beeswax.
Will Brown Mascara Replace Black?
With beauty brands constantly innovating, consumers now have more mascara options than ever. The industry is seeing the rise of mascaras that promote lash growth (like Revitalash Length Define Tubing Mascara), luxury formulas (such as Prada Beauty Pradascope Lash Lifting & Lengthening Mascara), and mascaras packed with skincare benefits.
As the brown mascara trend gains momentum, more brands are offering unique shades and formulations. Lisa Eldridge’s Kitten Lash Mascara in ‘Burnt Umber’ ($36) offers a warm, mahogany tone, while Ilia’s ‘Before Dawn’ resembles a soft milk chocolate hue. Bhatty encourages beauty lovers to experiment, suggesting that brown mascara pairs beautifully with glowing skin, bold lips, bright blush, or even a brown winged liner.
The Final Verdict
While black mascara will always have its place, the rise of brown mascara signals a shift toward softer, more versatile beauty looks. Whether you prefer volumizing or lengthening formulas, luxury or clean beauty options, there’s a brown mascara out there for you. With its growing popularity, this trend is proving that sometimes, a softer approach makes the biggest impact.
