2025 Mascara Trends: What’s In, What’s Out

Mascara Trends That Are “In” for 2025

Which mascara trends are rising in popularity this year? We’ve already spotted a few favorites:

• In: No-Mascara Looks
  Surprise—the year’s biggest mascara trend is looking like you’re not wearing any at all. The #fullfacenomascara trend is huge on social media, with creators pairing makeup looks with bare lashes.
  Get the look: A lash-enhancing serum can help your natural lashes look lush (even without makeup). What if you have light or blond lashes that need mascara to pop? Or if you just don’t feel “done” leaving the house without mascara? Choose a natural-looking mascara formula, such as our new Length Define Tubing Mascara, that creates a “your lashes but better” look.

• In: Colored Mascara
  For lashes, fun colors are the new black. Multicolored eye looks with blue, green, pink, and even burgundy mascara are trending right now.
  Get the look: If you’re interested in colored mascara and how to wear it like a pro, choose a shade that complements your eye color or outfit.

• In: Tubing Mascara
  Yes, you can have a natural-looking mascara, nearly smudge-proof mascara, and long-lasting mascara all in one. Tubing formulas work by forming “tubes” around each lash. They’re gaining popularity for their multiple benefits.
  Get the look: Swap out your regular mascara for a tubing mascara—you might just get hooked. Our new Length Define formula uses tube technology to extend lashes and offers easy removal to help you avoid lash damage.

Mascara Trends That Are “Out” for 2025

This year, we’re wearing less of these lash looks (until they come back in style again, of course):

Out: Heavy, Clumpy Mascara
With natural-looking lashes trending, we’re avoiding lashes that look stiff, heavy, and over-mascaraed. Our number one tip for how to prevent clumpy mascara? Don’t let your mascara dry between coats; layer while the product is still wet.

Out: Overly Dramatic False Lashes
In 2025, we’re saving our false lashes for special occasions and favoring more natural mascara options for everyday wear.

Out: Waterproof Mascara
The waterproof mascara benefits don’t outweigh the negatives, in our lash expert opinion. Waterproof formulas can be difficult to remove, leading to damaged lashes.

Mascara Application Tips

Once you have the perfect mascara, achieving the look you want is all about application. We love these mascara hacks for beginners and experienced makeup users, too:

Elevate your lash look by starting with a great canvas. A physician-developed lash serum (like our RevitaLash® Advanced) can transform your natural lashes to look lush, dramatic, and healthy—all the better to help your mascara really pop.

Coat each and every lash: Wiggle your mascara wand as you move it upward from the base of your lashes to the tips.

Want a feathery, natural look? Use a metal lash comb to remove clumps. Curl your lashes before applying mascara for a lifted look.

Learn how to layer mascara for a bold look. Coat lashes with a volumizing lash primer before applying your mascara for maximum fullness.

Need a visual? Check out YouTube to learn step-by-step mascara application for beginners.

In addition to these tips, let’s look a few common mascara mistakes (and how to fix them):

• Overapplying mascara. Using too much product can give your lashes a clumpy, spidery look. To avoid this, use a tissue to wipe excess mascara off the wand before applying.
  
• Curling lashes after using mascara. To avoid damage, never curl lashes with mascara on. They can stick to the curler and rip out. Always curl your lashes before using mascara, and use gentle pressure to avoid pulling lashes.
  
• Removing mascara too harshly. Don’t rub or pull on your lashes while trying to remove your mascara. Instead, to remove regular non-tubing mascara, press a cotton round saturated with makeup remover on your closed eyelid for a few seconds to let the mascara loosen. Then gently wipe away the mascara.

To remove tubing mascara, splash your eyes with warm water to loosen the mascara tubes. Then, gently slide the tubes from the eyelashes without tugging or pulling. Follow with makeup remover if needed for full removal. (Removing waterproof mascara without damage is difficult; that’s why we don’t recommend wearing it.)