Brown mascara might feel like a fresh social media obsession, but it actually rose to popularity in the mid-20th century. What began as a niche studio and red carpet trick eventually grew into a makeup bag staple, pushed along by smart colour theory and updates in chemistry.
In the 1930s, as cosmetics shifted from messy homemade pastes to manufactured formulas, the beauty industry began experimenting with new mascara shades. To achieve warmer tones without relying on heavy soot, chemists turned to synthetic red, yellow and brown iron oxides.
It’s a technological leap that cult beauty brand Maybelline quickly capitalised on by releasing brown shades. They came in pocket-sized tins and a ‘cake’ formula which had to be activated by water and applied with a toothbrush-esque brush.
The innovation surrounding brown mascara in the 1930s reshaped how women approached their daily makeup routines. It became a solid choice for everyday wear, while dramatic black mascara was chosen more so for glamorous affairs – a notion encouraged by beauty manuals from the 1930s through the 1950s.
Then came the swinging 1960s, which embraced brown mascara as the perfect counterpart to the decade’s love for fresh-faced, pastel beauty looks. And by the late 1970s, chemists developed a breakthrough compromise: black-brown, a hybrid tone that delivered full lash definition without harsh contrast.
That colour quickly became a global classic and still stands strong today, particularly in 2026 where we’re seeing brown mascara experience its grandest renaissance yet. A quick search on TikTok makes it easy to see that the current brown mascara boom is being driven by the shift toward low-maintenance, minimalist beauty.
And once again, Maybelline is at the forefront of this with a gorgeous line up of brown mascaras. There’s three shades in particular that have our editorial stamp of approval: Maybelline Lash Sensational Body Mascara in ‘mocha brown’ and ‘brick brown’, and the brand’s iconic Lash Sensational Sky High in shade ‘true brown’.
“Brown is a major trend this autumn, and I'm not just talking about fashion,” tells H! Fashion’s deputy digital editor, Lauren Ramsay. “Maybelline’s ‘mocha brown’ shade is my favourite to get that everyday, no-makeup-makeup look. It's soft, it's chic and it's slightly understated.”
Don’t be fooled, though. Brown mascara isn’t strictly reserved for your less-is-more looks. Maybelline’s ‘true brown’ shade is slightly darker and closer to black, which is good news for those who want to add a bit more drama to their makeup.
Lauren adds: “I love experimenting with different shades of mascara because I feel like it can add just as much interest to a look as an accessory. If you haven't tried brown mascara before, Maybelline's shade range is perfect to get your desired look, whatever that may be.”
Shop Maybelline's new mascara shades in-store or online at boots.com.