Are you done with black? Why is brown mascara making an unexpected comeback?

Brown is the new black. that’s what the growing craze for brown mascara on social media in recent months suggests. The “Brown mascara” trend has garnered over 3 billion views on TikTok alone, generating a lot of interest among millennials and Gen Z. And the supply is plentiful. While this shade was often phased out in the late 2000s in favor of its smoky rival, it’s now making a comeback on the shelves. Luxury brands like young, trendy cosmetics brands are all (back) into it: dark brown at Yves Saint Laurent and L’Oréal Paris, chocolate at Too Faced, eggplant tones at Charlotte Tilbury Beauty or even garnet shades. At Byredo… There are even hybrid skincare formulas like Clarins and Aime Skincare. It’s enough to satisfy those who want to emulate makeup gurus like Hailey Bieber and Kendall Jenner, who have largely contributed to the comeback of brown eyelashes.

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“Brown mascara fits well with the lighter makeup trend that is very present among young women. It confirms the turn that is taking place after a long time, which prioritized very highlighted and complex make-up,” says Elsa Durrence, Chanel’s make-up artist, who explains that “the choice of brown on the eyelashes is much more; sensible if we are looking for a “no makeup” effect. Especially in fashion, it’s used a lot to create these looks that want to be “invisible”. It gives a more realistic and softer side than black.” Hence the special affection of followers of the “clean look”, this minimalist beauty routine that emphasizes naturalness.

Liquid assets

“It’s a real enhancement to our natural beauty because it enhances our qualities without it too much. It’s hard to guess, it’s almost imperceptible,” adds Clarins makeup expert Magali Marks, who finds many other advantages to brown mascara instead of black. “First, it gives softness to the face. It won’t weigh down or block the eyes like black can sometimes do. On the contrary, it will open his eyes and flatter him. The makeup is also easier to remove because the pigment is lighter,” she continues. The bottle’s brown brush scores another point over its competitor because “it’s easier to apply to the lower lashes, while black mascara isn’t always comfortable and can cause smudges under the eyes. It allows you to lengthen and tame them without being too conspicuous.

The two professional makeup artists especially recommend using brown mascara for blondes, brunettes and redheads, “because it’s more visible on their lashes and is closer to their natural color. On the other hand, with brunettes, it is less visible and even risks missing them,” explains Magali Marks, who rather advises those with black or dark eyelashes “to stay as close to their original color as possible, choosing brown. black eyeshadow or true black mascara.’

On the other hand, it suits women of all ages, “from young teenagers starting to wear makeup to mature skin,” says Elsa Durrence. According to him, the latter are interested in adopting it, “because brown gives softness while protecting the look, while black mascara looks harder, more severe on a face that has been highlighted by time.”

Color harmonies

Even if brown is a color we’d rather expect to see a resurgence in fall, two experts strongly recommend it for accenting looks in spring and summer. “Brown mascara is ideal for sunny days, as it complements tan perfectly with, for example, sun powder and peach blush,” suggests Magali Marks. For those who especially appreciate the look shiny glowing in the summer, she recommends “lightening the lids with golden shadows, pearlescent beige or champagne tones that will create a beautiful halo.”

Elsa Durrence confirms that “brown mascara brings out all the warm colors like reds, oranges and browns on the eyes and mouth. It helps create a fairer harmony.” The makeup artist thus encourages to have fun with his brushes. “Because brown makes the eye makeup softer, we can afford to go bolder with more intensity and color on the rest of the face. For example, on the mouth, choosing a bright lipstick color or even gloss,” she continues.

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The new black.

However, both professional makeup artists admit that brown mascara is not always appropriate in some cases. “For example, if you wear very dark eye shadow or eyeliner, you risk not being able to see your eyelashes. Brown mascara will obscure these strong pigments,” warns Magali Marks, who advises choosing an eyeshadow and liner color “no darker than the mascara color.”

Finally, for two professionals, black remains unbeatable in evening make-up. “Since there is less light in the evening, it is better to choose something more intense on the eyelashes, which will create a more contrasting look,” admits Elsa Durens.