The verdict is in: These holy grail formulas outperform the rest.
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We’re certainly not afraid of a splurge-worthy beauty buy, but true makeup lovers know that the best drugstore mascaras are the heavy-weight champions of affordable beauty products. Our team of editors tested 38 drugstore mascaras — including hot new releases, top Maybelline and L’Oréal mascaras, and bestsellers across Ulta, Target, Walmart, and Amazon — to identify the most impressive players in lash length, volume, color payoff, wear time, and lift. Related Articles Beauty Features L'Oréal and the Louvre Tell the History of Beauty Through Art Celebrity News Angelina Jolie Embraces the Transformative Power of 'A Perfect Red Lip' in New Tom Ford Runway Lip Color Campaign
The best drugstore mascaras can instantly widen, define, and add drama to the eye, but not all tubes are created equal. As you browse through the drugstore mascara aisle, “think about what you want the finish to look like, and what your goals are for your lashes,” says celebrity makeup artist Katie Mellinger, who’s painted the faces of Sofia Coppola, Chloë Sevigny, and Emma Watson. “For example, L’Oreal Paris’ Voluminous Original Mascara is going to build a lot of volume and make them look thicker, whereas Maybelline Lash Sensational Mascara is going to focus more on lengthening the lash.” Mascaras vary in quality regardless of their price tag, and in most cases, you don’t have to invest upwards of $30 for eye-opening results. “I don’t find any difference between a drugstore mascara and prestige brands as far as wearability and longevity,” notes Mellinger.
To select the best drugstore mascaras for different results, we enlisted a panel of five testers to conduct hands-on evaluations of 38 top-rated options. Our testers sleuthed local drugstores, studied up on ingredients, swiped on — and swiped off! — multiple mascaras to narrow down the 14 best drugstore mascaras of 2024.
To compile the best-of-the-best drugstore mascaras money can buy, several WWD Shop editors and product testers swiped on and compared dozens of affordable formulas — sometimes even applying a different mascara on each eye for a clear comparison. We consulted with a celebrity makeup artist for her must-try recommendations, while also combing the internet for standout customer reviews and bestsellers worth trying.
We’ve conducted a fourth round of testing since our first assessment in September 2023 in order to review our top picks and try additional products, many of which we’ve seen trending on TikTok or came recommended by Mellinger. Several of our original favorites remained on our list, while we bumped off others that were outperformed by new discoveries.
Choosing the best mascara for your eyes is dependent on personal preference — whether you need a waterproof formula, prefer a volumized or lengthened look, or if you have sensitivities to certain ingredients. Because of the variation within the mascara category, our testers selected the top three formulas for different results, rather than one best overall. The below passed our key criteria with flying colors, as we considered their volumizing, lengthening, defining, and long-wearing prowess.
For those who want a drugstore mascara that lifts, defines, and adds volume to the lashes without a dozen coats, E.l.f.’s Big Mood Mega Volume & Lifting Mascara is your foolproof choice. The mascara’s exaggerated wand size features spindly bristles that are densely packed to coat each and every lash — even the fine ones near the inner corners of your eyes. The formula leans on the dry side; this makes it a formula that’s easy to build up for more definition without pausing between coats. If you use it daily, you may experience some flaking after two months with the tube, but that’s table stakes for an ultra-volumizing mascara formula like this one. It’s available in three colorways, including a brown tone that flatters blondes and a pitch-black Very Dark shade for deeper complexions. Editor testing and review notes: “This drugstore mascara impressed me with how quickly I was able to build it up to my desired definition (I’m someone who likes falsies-level volume even if it’s a casual lunch or a denim day at work). Where wetter mascara formulas require a minute or two between passes to build up the volume I’m after, this one dries down quickly for easy layering. I have oily eyelids and it didn’t transfer — even when I tested it in 90 degree weather.” — Senior Beauty & Lifestyle Commerce Editor Claire Sullivan Volume: 4.9/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating Price upon publish date of this article: $8
normal lipgloss tube The Essence Lash Princess False Lash Effect Mascara is one of the most popular TikTok beauty products, with over 80 million views on the app. It also reigns as the number one bestselling mascara on Amazon with over 240,000 five-star ratings and