The colored mascara trend has come full circle, evolving from a bold statement to a subtle enhancement. In the past, colorful mascara was all about shock value, with bright hues like blue and turquoise making a dramatic impact. But today’s trend leans towards a more nuanced approach, focusing on subtle shades that enhance eye color and create a softer, more elegant look.
This shift aligns with the growing popularity of “quiet luxury” in beauty, where understated elegance and high-quality ingredients take precedence over loud trends. Colored mascara fits perfectly into this aesthetic, offering a touch of individuality without feeling overdone.
Celebrities and makeup artists alike are embracing this subtle shift. At the Hermès Fall 2024 show, model América González sported a cherry-brown mascara that added a touch of sophistication to her look. Lily Gladstone, at Cannes, opted for a navy lash tint, while Millie Bobby Brown touted the eye-enhancing qualities of a dark burgundy mascara in her Vogue Beauty Secrets video.
This newfound popularity of colored mascaras is evident in the rising demand for shades like maroon and brown, leading to sell-outs in drugstore brands. Makeup artist Sam Visser, observing the New York street scene, notes a shift in consumer preferences, with individuals seeking a more natural and subtle look rather than viral makeup trends. He prefers brown mascara for its versatility and has even used it to enhance Dua Lipa’s lashes.
The beauty industry is responding to this demand with innovative formulas and color palettes. Chanel has introduced a new line of “semitone” mascaras in shades like lilac, tomato red, and rusty orange, providing a bold yet refined touch. Rabanne’s Famous Topcoat, with its subtle golden sheen, offers a hint of sparkle without being overly dramatic.
Colored mascara, with its subtle yet impactful effect, is a perfect example of how quiet luxury is influencing the beauty landscape. It empowers individuals to experiment with their look without feeling pressured to master complex makeup techniques. In a world where subtlety and nuance are valued, colored mascara offers a touch of personal expression that complements the modern approach to beauty.
