Brown Mascara Wins 188 Million TikTok Views — and Mature Skin

TikTok videos hashtagged #brownmascara have drawn 188 million views and counting, and the number keeps climbing as more brands launch brown versions of their mascara lines. The shift is not a passing Gen Z stunt. Stylists and makeup artists report rising demand from clients over 40 who want definition around the eyes without harsh contrast.

"Brown mascara is one of the easiest ways to achieve that 'your lashes but better' look," said makeup artist Aimee Connolly, founder of Sculpted by Aimee. "It gives definition and depth to the lashes, but in a much softer, more effortless way than black."

Why does soft contrast flatter mature skin?

The answer, according to the artists interviewed, comes down to how contrast interacts with fading natural coloring.

"As we get older, everything naturally fades a little," said Edyta Kurowska, lash artist and founder of Edy Lashes. "Brown looks so much more natural because the contrast isn't as harsh." Kurowska said she now fields more in-salon requests for brown lash extensions, and her best-selling product — the Pre-Glued Lash Clusters in Paris — is brown, not black.

Connolly framed the effect in structural terms. "Brown mascara creates gentle definition around the eyes without looking harsh, which can help the entire eye area appear more lifted and fresh," she said.

The principle extends beyond lashes. "Soft-contrast makeup is all about creating harmony within the face rather than sharp definition," Connolly said. "Mature skin often looks its most radiant when makeup works with the natural tones of the complexion instead of overpowering them." Her recommended swaps: softer browns instead of stark black eyeliner, rosy or neutral blush, diffused eyeshadow, and brown mascara instead of black.

How do you choose the right shade?

Connolly advised matching brown to complexion temperature:

• Cooler complexions suit a deep espresso brown.
• Warmer complexions suit chestnut or chocolate tones.
• A rich medium-to-dark chocolate brown works universally — Connolly cited Sculpted by Aimee's MyMascara in Brown as the example. "It provides enough depth to define the eyes while still delivering the softness that makes brown mascara so appealing," she said.

Lighter shades read as daytime wear; richer tones look more finished at night.

Does brown work on deeper skin tones?

Yes, provided the depth is right, said beauty expert Aarti Pal, founder of South Asian Beauty Collective. A common mistake, she said, is assuming brown mascara only suits fair skin.

"It can be super flattering on deeper skin, but needs to have the right depth," Pal said. She recommended a neutral undertone: "If it's too warm, it can look slightly red; if it's too ashy, it can look dull." Her practical tip: test the shade against your lashes, not just the tube, "because some browns look different in the packaging from when they're applied."

Maybelline covers the shade spectrum with three options: Lash Sensational Body Mascaras in the cooler Mocha and the warmer Brick, plus the cult Lash Sensational Sky High in Brown, another suit-all shade.

Is black mascara finished?

No. The artists position brown as an upgrade rather than a replacement — the shade that gives definition without fighting for attention. With 188 million TikTok views and expanding brand assortments from Maybelline to Sculpted by Aimee, brown mascara's revival looks set to hold through the coming seasons.