For years, black mascara was considered an almost religious commandment. Iconic, dramatic and timeless, it defined the look for generations – from Audrey Hepburn to Kim Kardashian. It was a silent ally of long evenings, morning meetings and all kinds of dates. But in 2025, beauty is moving in a different direction. Not away from elegance, but towards its reinterpretation.
It seems to have black mascara – a former untouchable queen of eyelashes – serious competition in brown mascara this year. And no, this isn't just a current trend, but a redefinition of subtle glamour.
Minimalism in makeup is no longer limited to the skin – it now touches the very DNA of the lashes. A new generation of users and makeup artists is opening the door to a softer, more subtle approach, where intensity is no longer a requirement for expressiveness. And this is where a quiet shift is taking place: black mascara is losing its primary role, replaced by brown mascara, which instead of challenging, puts the spotlight on catch a glimpse – discreet, but undoubtedly noticeable.
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A shift driven by celebrities, Generation Z and a new beauty philosophy
Makeup artists at major fashion houses have been hinting for several seasons that classic makeup approaches are taking a backseat. The 2025 Met Gala was perhaps the last proof the world needed: lashes without excessive drama, with almost ethereal definition, replaced excessive layers of black. Sofia Richie, Hailey Bieber and Pamela Anderson walked the red carpet with looks that were anything but boring – they were luxury redefined.
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There’s a whole cultural shift behind this shift: Generation Z is rejecting the idea of makeup as armor and preferring to use products that complement natural beauty. The brown mascara that’s now taking over the reins follows this philosophy down to the last lash. Instead of contrast, it offers harmony, instead of drama, a sense of lightness. And while its effect is subtle, it’s visually stunning.
A hit for brighter tones and mature skin
One of the key benefits of brown mascara is its ability to blend seamlessly with different skin types and eye colors. While black mascara can look almost aggressive on fair skin or with softer strokes, the new formula softens the face and creates a more natural transition between eyes, eyebrows and skin. This is not only an aesthetic trick, but also an optical strategy: the eyes appear larger, the lashes longer, and the look more rested - without the effect of overload.
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Mature skin, which loses some of its tension and evenness over time, gets just the right amount of definition with brown mascara, without emphasizing unwanted textures. No more crumbling pigment that settles into fine lines. Instead: a light layer of elegance that acts as a filter in real life.
A look that speaks without makeup
If you’re looking for a mascara that can capture the mood of the moment, choosing brown mascara would be the perfect translation of the modern understanding of beauty: understated yet effective. Its true power lies in the fact that it acts as an extension of your own beauty – not as a cover-up, but as an upgrade. The formula’s color undertone (whether it’s warm chocolate or cool flour) optically adapts to the iris, subtly accentuating it. Blue and green eyes shine in a new contrast, while brown eyes gain a dimension that black often swallows.
This is no longer a mascara that competes with blush, eyeshadow, or eyeliner lines. This is a mascara that lets the rest of your makeup breathe. And that, in 2025, is the latest form of luxury: invisible, yet subtly present.
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The fashion world has made a clear choice – and the answer is eyelashes with character
When beauty becomes a tool for expression rather than disguise, it all starts with the eyes. Brown mascara is not just a substitute for black – it is a statement of confidence, tenderness and thoughtful style. It is a product that does not follow trends, but creates space for new rules.
For those of you still doubting, let this be a simple challenge: swap out the black for a week. No predictions, no expectations. Just watch how your perspective changes – and the perspectives of others. You might rediscover what it means to look presentable without looking made-up.
Editor's pick: For the best effect, use a mascara that has nourishing ingredients (e.g. panthenol or castor oil) and a brush that separates, not just applies. For daytime use, we recommend one coat. For an evening effect, lightly highlight the lower lashes – but this time without the black, please.
