Brown Mascara Gains Popularity for Natural Makeup Looks, with New Product Launches and Expert Recommendations

The trend of no-makeup makeup is seeing a rise in the popularity of brown mascara, which offers a gentler option compared to traditional black. Today, Ilia introduced its new shade, Before Dawn, following nearly a thousand requests from customers over the last year. Celebrity makeup artist Aubrey Heller has observed a surge in interest for brown mascara, spurred by social media. This shade subtly enhances eyes across different lash colors. Professional makeup artist Elie Maalouf notes its attractiveness for those with fair skin and red hair, as well as for women over 50. Makeup artist Ariane Victoria recommends layering it with black for a bolder look. Vogue highlights Ilia's Before Dawn alongside Maybelline's True Brown, Chanel's 30 Noir Brun, Hourglass's Espresso, Dior's 698 Chestnut, Essence's Brown, YSL's Brown, Refy's Brown, and Westman Atelier's Clean Brun.