Mascaras: how to choose

How to choose mascaras

Begin with the effect you want. A lengthening mascara sharpens the lash line and keeps the eye open; a volumising formula adds body at the root; a curling mascara shapes the lash so the eye looks lifted. Think about your usual day, too. If you need the lash line to hold through heat, humidity, a workout or a long event, a waterproof formula is the practical choice. For quieter days, a lighter, buildable formula may feel more comfortable. Our product pages note where a mascara is waterproof, buildable or lightweight, so use those notes as your starting point.

Brush shape matters as much as the formula. A slim brush head, such as the one on our Waterproof Lengthening Mascara, combs through lashes and keeps them apart as it coats, which suits a clean, natural finish. A shaped head can do more of the work for you: the A-B brush on our Gold Silk Satin Curling Mascara has one side to comb lashes apart and another to press colour close to the root. If you like a rounded, lifted curl, look for a brush that lets you wiggle at the base and sweep upward in one slow stroke.

Consider how the mascara builds. A buildable formula lets you add a second coat before the first dries, so you can keep the first pass light for a weekday and layer more for an evening. The Volumizing Curling Mascara is described as building volume, curl and length coat after coat, while the Double-Ended Natural Curl Mascara gives you two ends for a lighter sweep or a fuller coat. A compact tube is also worth thinking about if you keep your makeup in a small bag.

Formulas, finishes and shades

Finishes range from the naturally defined to the more dramatic. The Lengthening Waterproof Mascara is described as giving a natural finish while it lengthens and curls; the Gold Silk Satin Curling Mascara has a satin-smooth formula that lifts lashes into a long, open curl. If you prefer a matte look, the Curl and Volume Waterproof Mascara sets with a matte black finish. A deep black formula gives the eye a clear frame, while a softer shade can be useful when you want the lash line to read gently.

Our mascaras come in black, brown and blue. Black is the most defining and pairs easily with liner or shadow; brown is a quieter choice for daytime; blue adds a subtle shift of colour without changing the shape of the eye. The pieces in this guide are black, so start there if you want a classic lash line. If you are choosing a shade for a gift, think about the eye colours and makeup habits of the person who will wear it.

Ingredients are worth a look if your eyes are sensitive. Panthenol and vitamin E appear in our formulas, and the full ingredient list sits on each product page. Check it before you buy, especially if you have reacted to eye makeup before, and speak to a professional if you are unsure. A waterproof formula will usually need a dedicated eye makeup remover, so pair it with a remover you are comfortable using.

How to apply and wear them

Start at the base of the upper lashes and wiggle the brush through to the tips in one slow stroke. That motion lifts the lash and coats it evenly. If you want more volume, add a second coat before the first dries; if you want a cleaner line, stop at one. Curl lashes first if you like a rounder shape, then sweep the brush from the base to the tips.

For the lower lashes, use the tip of the wand and a light touch. Wiggle gently to keep lashes apart as you go, and avoid loading the brush with too much formula. A slim brush is useful here because it reaches the smaller lashes without smudging the skin beneath. If you are wearing liner or shadow, apply mascara after them so you can clean up any stray marks before the lashes set.

Match the formula to the occasion. A waterproof mascara is useful for long days, humid mornings, photographs and evenings that run late; the Waterproof Curling Volumizing Mascara is described as holding through sweat, humidity and long days, with colour that lasts up to 12 hours and resists smudging beneath the eye. For a softer look, a natural-finish formula such as the Lengthening Waterproof Mascara builds soft thickness without looking heavy. Keep the rest of the eye simple if you want the lashes to lead, or pair a deep black with a fine liner for more definition.

Hygiene, storage and shelf life

Mascara sits close to the eye, so keep the wand clean and avoid pumping it in and out of the tube. Pumping pushes air into the formula and can dry it out. Do not share your mascara, and try not to let the wand touch other surfaces. If you wear contact lenses, put them in before mascara or follow the routine that suits your eyes.

Store the tube closed tightly, upright and away from heat or direct sunlight. A bathroom shelf that steams up may not be the best place; a drawer or a cool corner of your dressing table is kinder to the formula. Keep the outer packaging if it carries the batch or period-after-opening information, and check the tube before each use.

Remove waterproof mascara with a dedicated eye makeup remover. Soak a cotton pad, hold it against the closed eye for a few seconds, then wipe gently downward and repeat rather than rubbing. Follow the period-after-opening guidance on the pack, and stop using the mascara if the texture or smell changes. If you notice irritation, set it aside and speak to a professional.

Standout pieces

• Volumizing Curling Mascara, 10 g: A 10 g mascara that builds volume, curl and length from root to tip, coat after coat.
• Waterproof Curling Volumizing Mascara: A deep-pigment black that lifts lashes into a lasting curl and holds through sweat, humidity and long days, with colour that lasts up to 12 hours and resists smudging beneath the eye.
• Lengthening Waterproof Mascara: A water-resistant mascara that lengthens and curls lashes with a natural finish and builds soft thickness coat by coat, in a full-size 8.0 ml tube.
• Waterproof Lengthening Mascara, Slim Brush: A slim-brush mascara that combs through and stretches each lash, then sets to a flexible, waterproof film that holds a curl through humidity and long days.
• Gold Silk Satin Curling Mascara: A satin-smooth waterproof formula with an A-B brush head that combs lashes apart on one side and presses colour close to the root on the other, for a long, open curl.