Top Mascara Brands: Elevate Your Lash Game!

Mascara is an essential item in many makeup routines, enhancing lashes with volume, length, and definition. With countless options available, finding the perfect brand that suits your needs can be quite a task. From luxury labels to drugstore favorites, brands like Dior, Maybelline, and Lancôme consistently rank high for their innovative formulas and impressive results. Curious to see what other top contenders have made the list for best mascaras this year? Explore the recommendations and find the ideal fit for your beauty bag below.

Illustration of mascara

Best brands of mascara in 2025

Dior

Dior, a renowned French luxury goods company, stands out as a premier producer of high-quality mascaras, contributing significantly to the global cosmetics market. In 2021, Dior's perfumes and cosmetics segment, which includes mascara, generated EUR6.61 billion in revenue, marking a substantial increase from EUR5.25 billion in 2020. The brand's strong presence is evident in its high user base, with products like eye makeup and lip care enjoying a significant following, such as 651,000 users of eye makeup in 2020. Dior's commitment to innovation and excellence in cosmetics is reflected in its continuous growth and market dominance. With a global reach and 390 stores in 51 countries, Dior's mascaras are popular among various age groups, including 30.04% of users aged 18-24.

Benefit Cosmetics

Benefit Cosmetics is renowned as one of the top producers of mascara, known for its high-quality and innovative products. The brand's popular mascaras, such as They're Real and Roller Lash, have garnered significant market share due to their effectiveness in volumizing, lengthening, and curling eyelashes. The global mascara market, which Benefit Cosmetics is a part of, was valued at $6.4 billion in 2022 and is projected to reach $14.1 billion by 2032, growing at a CAGR of 8.3%. Benefit Cosmetics benefits from the rising beauty trends and fashion influences, as well as advancements in technology and product innovation. The brand's products are widely available across various retail channels, including offline stores and e-commerce platforms. To explore their range of mascaras, visit their official website.

Maybelline

Maybelline, a leading global cosmetics brand owned by L'Oreal, is renowned for its high-quality mascara products, available in over 129 countries worldwide. The brand's marketing strategy includes a strong digital presence, with effective email marketing and user-generated content on platforms like YouTube and IGTV. Maybelline's mascara products, such as the Falsies Surreal Extensions Mascara, feature innovative formulas and designs, including up to 24-hour wear and lash-transforming effects. The brand's success is also driven by its inclusive and empowering brand personality, encouraging women to explore new looks and express their individuality. With a significant presence in the global mascara market, which is expected to grow to USD 11.05 billion by 2030 at a CAGR of 6.3%, Maybelline continues to be a dominant player.

Lancôme

Lancome, a premium beauty brand under the L'Oreal Group, stands out as a leading producer of mascara, boasting a significant market share in the global cosmetics industry. As of 2022, Lancome held a 21.3% market share in the U.S. premium beauty market, surpassing competitors like Estee Lauder and Clinique. The brand's mascara products, such as those from its extensive portfolio, contribute to its dominance, with the global mascara market projected to reach USD 14.0 billion by 2033, growing at a CAGR of 6.5%. Lancome's commitment to quality and innovative formulations, such as waterproof and volumizing mascaras, has earned it a loyal customer base. The brand's strong online presence, with a notable increase in website traffic, further underscores its market strength. For more about Lancome's products, visit their official website.

L'Oréal Paris

L'Oreal Paris, a flagship brand of the L'Oreal Group, has cemented its position as a leading producer of mascara, contributing significantly to the Consumer Products Division's exceptional growth. In 2023, the Consumer Products Division achieved its best growth in over 30 years, with a +12.6% like-for-like and +8.2% reported growth, driven in part by the success of mascara launches such as the Surreal Mascara by Maybelline New York and other innovative products. L'Oreal Paris itself crossed the 7-billion-euro mark, with makeup being a key contributor to this growth. The brand's strong performance was fueled by disruptive innovations and flawless execution, making it a standout in the dynamic global beauty market. This success underscores L'Oreal Paris's commitment to delivering high-quality, innovative beauty products.

Too Faced

Too Faced is a renowned brand in the cosmetics industry, particularly celebrated for its high-quality mascaras. Notably, its Better Than Sex Mascara surpassed Benefit's They're Real Mascara to become the best-selling prestige mascara in the US for the full year of 2016 and 2017. This achievement underscores Too Faced's commitment to innovation and customer satisfaction. The brand's products are known for their cruelty-free and trendsetting appeal, making it a favorite among beauty enthusiasts. With a strong market presence, Too Faced continues to drive growth in the beauty sector. For more information about their products, visit their website.

Chanel

Chanel, a renowned luxury fashion house, is also a significant player in the mascara market, known for its high-quality and innovative cosmetic products. Founded by Coco Chanel in 1910, the brand has consistently revolutionized the beauty industry, including the launch of new fragrances and beauty lines such as the No. 1 de Chanel, which features 97% naturally derived ingredients and eco-conscious packaging. Chanel's commitment to sustainability is evident in its goals to reduce its carbon footprint by 50% by 2030 and transition to 100% renewable electricity by 2025. The brand's mascara products, along with other cosmetics, are part of its broader strategy to maintain luxury and sustainability. Chanel's strong brand equity and long-term vision have made it a leader in the global beauty market.

Urban Decay

Urban Decay is a highly recognized and preferred brand in the cosmetics industry, particularly for its mascara products. With a brand awareness of 56% among U.S. cosmetics and make-up users, Urban Decay stands out for its quality and appeal, as 11% of these users actively use the brand's products. The brand's loyalty is also notable, with 91% of its users indicating they are likely to use Urban Decay again. Urban Decay's products, such as their 24/7 Glide-On Eye Pencils, are praised for their performance and cruelty-free ethos, although it's important to note that not all products are vegan due to the use of carmine in some items. The brand's online presence is strong, with a revenue growth of 26% over the past three months on their website.

Estée Lauder

Estee Lauder, as a leading global manufacturer and marketer of prestige beauty products, stands out as a prominent producer of mascara. The company's diverse brand portfolio, including MAC, Clinique, and La Mer, contributes to its strong presence in the mascara market. In 2023, Estee Lauder generated nearly $16 billion in sales, with makeup products, including mascara, accounting for 28% of its net sales worldwide. The company's products are sold in over 150 countries, and its mascara offerings are part of a global market projected to reach $14.1 billion by 2032, growing at a CAGR of 8.3% from 2023 to 2032.

IT Cosmetics

IT Cosmetics is renowned for its innovative and clinically-proven makeup products, including its highly acclaimed mascaras. The brand, developed in collaboration with leading plastic surgeons, offers products that harness cutting-edge technologies and high-performance ingredients. For instance, the Drybar It Cosmetics Mascara promises to deliver 19 times the lash volume and features a specially designed brush inspired by barrel hairbrush technology for beautiful separation and lift. IT Cosmetics has an estimated annual revenue of $75 million and employs 671 people, reflecting its strong presence in the cosmetics industry. The brand's commitment to empowering users through confidence in their skin and makeup has made it a favorite among beauty enthusiasts. For an in-depth review, you can check out the Drybar It Cosmetics Mascara Review.