When in doubt, go waterproof
Have naturally-teary eyes? Scibelli suggests switching over to a waterproof formula to ensure tears don't cause streaking throughout the day. "Or you can seal your lashes with a second coat of mascara with a waterproof formula," he says.
Dry-down time is key
If you just applied a coat of mascara, Scibelli recommends waiting until each coat is fully dry before applying another. "This ensures a clump-free, smoother finish," he says.
Technique
As Spongebob once said, it's all in the technique. Sure, he was talking about bubble-blowing, but according to Scibelli, following a proper technique applies to mascara, too. "I always like to comb the back of the lashes with the wand as well with any leftover formula on the brush to really work through any clumps and to separate the lashes more," he says. "This will also help smooth the formula out for less future flaking."
We always enlist a range of testers for any review, but mascaras are another story. While some can be used across different lash lengths, thicknesses, shape, colors, and concerns, many are created with specific consumers and their needs in mind. When reviewing tools, we also take into account testers’ experience. For instance, a new, innovative mascara may feature an industry-leading formula, but if the wand still needs some tweaking to prevent clumps and webbing, we have to consider this when determining whether it is worthy of a recommendation.
For our review of the best mascaras, we enlisted the help of multiple editors, writers, contributors, and experts you interviewed for the piece — who all have different lash concerns, desired outcome (i.e., want length over volume), and whether one product was tested across varying lash types. Testers considered performance across three primary categories: efficacy, ease of use, and value. For more on what's involved in our reporting, check out our complete reviews process and methodology page.
A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors — in addition to the wide range of outside testers and industry experts we regularly call upon — is essential to reaching that goal.
After all, can we say a skin-care product is the “best” for people over 50 if the only testers we’ve solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it’s never been tested on curls? We’re proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we can fairly assess any beauty product that comes into the beauty closet.
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Target is a one-stop shop for all kinds of home, clothing, and lifestyle essentials, but, as far as we’re concerned, the beauty department is at the center of the bullseye. Target’s one of the best places to shop makeup bag staples like mascara from a range of brands, so we rolled up our sleeves to test the best mascaras at Target for achieving long, fluttery, lashes with minimal effort.
Any beauty lover knows that strolling or scrolling through Target’s beauty selection is just like being a kid in a candy store, because there’s such a wide mix of brands to discover. It’s practically become its own beauty department store over the years — especially since Ulta moved in a few years back. Whether in-store or at Target.com, you can shop the entire range of the best drugstore mascaras, from brands like Maybelline, Essence, and L’Oréal, or stock up on prestige mascara holy grails from Benefit Cosmetics and Too Faced. Plus, Target’s Ulta aisle offers more indie beauty brands you can’t find anywhere else, like Colourpop, Honest Beauty, Pixi Beauty, Juvia’s Place, and Makeup Revolution.
On top of Target’s uniquely abundant grab bag of beauty goodies, it’s one of the best retailers to shop online. Savvy Target shoppers can bask in exclusive deals, free two-day shipping on orders over $35, and major perks with a free RedCard membership. Also, unlike other drugstores or online beauty destinations, you can return a product for a full refund — no questions asked.
To pinpoint the best mascaras from Target, our panel of three testers and editors trialed a selection of top-rated options through extensive, hands-on evaluation periods. We picked up old favorites to asses their updated formulations, discovered mascaras that are popular from Target to TikTok, and hit the books to research the best mascara ingredients for different lash types and transformative effects.
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Target offers a mixed bag of beauty brands across varying price points and mascara formulations, so choosing the best mascara from Target will depend on your budget and personal preferences. There’s an overwhelming selection to choose from, whether you’re in the market for a lengthening formula, an ultra-clean option, waterproof staying power, or a false lash effect. Because of this, our editors and testers cherry picked three top mascaras that offer different results, rather than one standalone champ. Here are our favorites:
Best Mascara at Target for Volume
Formula type: Lengthening, volumizing
Shade range: Black
Key ingredients: Acacia Senegal tree extract and peptides
Top-Quality Store Badge on Google: 4.6/5 stars
$29
Did you know that the Too Faced Better Than Sex Mascara was once crowned the #1 top selling mascara in America? Well, according to our testers, and 22,000 five-star ratings by Target customers, it definitely lives up to the hype. It delivers on drama with a pitch-black thickening formula that builds big volume and length in one even coat. The game-changing wand comes in bulbous hourglass shape, which works to curl the center of the lash line upwards, while pushing and flaring out the inner and outer corner eyelashes. Plus, it’s formulated with film-forming polymers that preserve the false-lash effect, all while peptides condition the lashes underneath.
Editor testing and review notes: “If you love thick, black, voluminous lashes and you haven’t tried this mascara — you’re missing out. Better Than Sex has been one of the most reliable mascaras in my makeup bag over the years because I know it’ll always give me a dramatic effect without pesky clumps or flaking throughout the day. While its formula and hourglass wand is comparable to the lower cost L’Oreal Paris Voluminous Lash Paradise Mascara, I still always go back to Too Faced for its dryer consistency. I also swear by the waterproof version for extra smudge-proof wear over hotter months.”— Cigliano
Price upon publish date of this article: $29
Best Clean Mascara At Target
Formula type: Volumizing
Shade range: Pitch Black, Very Black, Black, Black Brown, and waterproof formulations
Key ingredients: Argan and marula oils
Top-Quality Store Badge on Google: 4.6/5 stars
$11.59
Covergirl’s Lash Blast Clean Volume Mascara is one of the best options at Target for those with sensitive eyes that are prone to irritation, because it omits potentially irritating ingredients such as parabens, sulfates, talc, and mineral oil. What’s more, it’s infused with lash serum-inspired ingredients like argan and marula oils to leave the lashes healthier, all while enhancing your eyes with major volume and length. The tapered wand expertly separates the lash line to create the appearance of fuller lashes, without overloading them with product. Intentional beauty lovers will also appreciate that this mascara is vegan, cruelty-free, and designed with recycled packaging.
Editor testing and review notes: “Covergirl’s Lash Blast mascara line has been a tried-and-true drugstore favorite of mine for well over a decade, so I was curious to see if the clean iteration held up against the rest. Spoiler alert — it provides the same effect as the original orange tube. What I love about the Lash Blast formulation is its dryer feel, which works to define the lashes without causing smudging throughout the day. It combs the natural lashes with a light-to-medium amount of product to create buildable, soft volume. This mascara also extends the lashes to a flexible length, which creates a more feathery appearance. If you like a rounded, bright-eye effect, Lash Blast is your ticket to doll-eye lashes.” — Cigliano
Price upon publish date of this article: $11.59
Best affordable Mascara at Target
Formula type: Volumizing, waterproof
Shade range: Black
Top-Quality Store Badge on Google: 4.6/5 stars
$4.99
If you’re attuned to the most popular TikTok beauty products, you’ve likely already heard about the magic of the Essence Lash Princess False Lash Effect Mascara. It happens to be on the top of Target’s bestseller list, too, with well over 1,200 five-star customer reviews. Not only is it beloved for its super affordable price tag, but it also delivers on drama with a pitch-black, thickening formula. Its conic fiber brush grips the lash line to build up volume, and length, while its tapered end catches tiny hairs for a fanned-out effect. The Lash Princess False Lash Effect mascara is also free from silicones, parabens, and fragrance, so it’s suitable for sensitive eyes and contact lens wearers.
Editor testing and review notes: “This mascara shines for its dramatic color payoff and instant thickening effect. You really only need a maximum of two coats with this mascara, unless you prefer a chunkier lash look, because just one coat will provide substantial volume and length. Keep in mind that its formula does result in a heavier lash feel, but it’s a teeny tiny price to pay for its ideal application and unbeatable price point.” — Senior Beauty & Lifestyle Editor Claire Sullivan
Price upon publish date of this article: 4.99
Best Rated Mascara at Target
Formula type: Lengthening, volumizing
Shade range: Cosmic Black, Very Black, Blackest Black, Brownish Black, True Brown, and waterproof formulations
Key ingredients: Bamboo extract
Top-Quality Store Badge on Google: 4.6/5 stars
$12.69
The Maybelline Lash Sensational Sky High Mascara is among the top-rated lash lengtheners at Target, with nearly 10,000 five-star customer reviews. It’s unique for its Flex Tower wand that bends as you swipe, and combs rich pigment through the base of the lash line to the tip. The formula is infused with a shot of bamboo extract, which gives the lashes a light-as-air, feathery feel. Whether you’re pumping up the drama with a few coats of Sky High, or looking for a quick fix to define your eyes without feeling weighed down, our editors love this mascara for day-to-night application.
Editor testing and review notes: “The standout feature of this mascara is its super flexible wand. I love that the plastic bristles are long and taper at the end because it allows you to comb each lash for clean, clump-free volume. The formula leans on the wet side, which makes it ideal for building impressive length, while the bamboo extract allows it to wear comfortably on the eye throughout the day. It’s also incredibly easy to wash away with a simple makeup remover or micellar water.” — Commerce Writer & Producer Olivia Cigliano
Price upon publish date of this article: $12.69
Best Waterproof Mascara at Target
Formula type: Lengthening
Shade range: Black
Top-Quality Store Badge on Google: 4.6/5 stars
$6
It’s not everyday that you discover a top-tier mascara that outperforms in its waterproof version — and for only $6, no less. According to our testers, it’s safe to say that the E.l.f. Lash It Loud Waterproof Mascara is one of Target’s many hidden gems. Its flexible silicone wand applicator separates and lengthens each and every lash, due to long bristles that run both vertically and horizontally. The bristles even form a spiky ball tip at the end of the wand for maximum control over a fluttery flare. The formula comes in a deep black pigmentation, which creates a glossy and bold lash look with absolutely zero risk of running.
Editor testing and review notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not only for its staying power, but also for it ability to create defined volume and length. Its silicone brush effectively combs each lash from root to tip, while its small shape and spiked end accesses finer lashes in the inner and outer corner. This mascara was tested in the shower, at the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging. When you’re ready to wash it away, a makeup removing cloth or simple eye-safe face wash will do the trick, without any harsh rubbing or risk of losing any lashes in the process.” — Cigliano
Price upon publish date of this article: $6
Best Curling Mascara At Target
Formula type: Curling, lifting
Shade range: Black
Key ingredients: Provitamin B5 and serine
Top-Quality Store Badge on Google: 4.6/5 stars
$28
Whether you have lashes that grow straight out or you want a mascara that holds the boost from your eyelash curler, Benefit’s Roller Lash mascara reliably does the trick. Not only is it a Target bestseller, it’s also an essential in Alix Earle’s makeup routine, who’s constantly featuring it on her TikTok page for its exaggerated look. Its curling brush grips onto the entire lash line to suspend your fringe upward for a bright-eyed effect, while its thickening formula builds the lashes up to doll-level lengths. It’s also formulated with provitamin B4 and serine, a type of amino acid, which condition the lashes for a soft — not crunchy — feel.
Editor testing and review notes: “I always replenish my stock of this mascara as soon as I’m running low. I’ve tried dozens of mascaras with high claims, but this one does it all. It adds volume, separates my lashes, and enhances curl. I also love that the rubber lid is textured, which adds a helpful grip during application. This mascara is also super easy to remove with a cleansing balm or makeup remover, and doesn’t leave raccoon-eye residue under my eyes the next day.” — Style Commerce Editor Nikki Chwatt
Price upon publish date of this article: $28
Best Mascara at Target for Length
Formula type: Lengthening
Shade range: Black, Carbon Black, Blackest Black, and waterproof formulations
Top-Quality Store Badge on Google: 4.6/5 stars
$13.99
The iconic L’Oreal Paris Telescopic mascara is our top pick for achieving eye-popping lash lengths. Its super narrow Precision Brush effectively works like a fine-toothed comb to catch the lashes at their base and transform them to exceptional size. The wand may look typical to the naked eye, but it’s actually equipped with two sides for dual control; the flat side works to build length while the other separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Target offers its full range of formulations, including its lifting, balm, and waterproof iterations.
Editor testing and review notes: “As someone who leans toward big wands and thicker formulas, I was surprised at how well Telescopic exaggerated my lashes. The linear wand allows you to comb the whole lash line in one swipe, which results in a smooth, even application. Its more wet consistency and separating wand will work well on those with fine lashes, while short lashes will appreciate its elongating effect. I particularly reach for the waterproof version of this mascara for my lower lashes, since the wand is small enough to get a tight grip on fine hairs and the formula never smudges on my under eye after hours of wear.” — Sullivan
Price upon publish date of this article: $13.99
Best Mascara at Target for Short Lashes
Formula type: Volumizing, thickening
Shade range: Classic Black, Classic Black, Glam Brown
Key ingredients: Collagen
Top-Quality Store Badge on Google: 4.6/5 stars
$10.19
Maybelline’s Volum’ Express mascara line offers some of the best options for upgrading short lashes to falsies-level volume, but one of our editors is especially partial to The Colossal Mascara. Its Big Shot brush is the largest conic wand on our list, which extends the outer lashes as it combs the inner corner for a cat-eye effect. The wavy bristles grab each lash and deposits the inky black plumping formula for epic volume in a single coat. No brittle, flaky lashes here — its hydrating collagen-infused formula leaves the lashes soft to the touch.
Editor testing and review notes: “I always come back to this mascara. Whenever I use a different mascara, I love to reach for this as a reliable second topper coat to pump up the volume and length. But it’s a star on its own, particularly for its slick black color and thickening power — which never results in spider lashes. I can always count on it to create wispy-looking lash tips and hold a curl all day long.” — Cigliano
Price upon publish date of this article: $10.19
To hunt down the best mascaras at Target, our team of WWD Shop editors tested over 15 mascaras from Target’s bestseller list. We paid attention to new product releases, TikTok-viral formulations, as well as compared five-star ratings and Target customer reviews to determine the most satisfactory beauty buys.
While testing, our testers examined key factors and features of each mascara, such as overall lash effects, formulation, wear time, pigment intensity, ease of application, wand function, packaging, and clean removal. Our panel of testers also assessed special features in waterproof and curling mascaras to select the best options in each formula category. The mascaras included in our top picks were tested across a variety of eye lash types, occasions, and functions, as well as sensitive eye types, in order to assure readers of reliable wear and long, fluttery lashes.
Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections. Learn more about us here.
Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News. She’s spent over five years researching, reporting on, and writing about the beauty industry for publications like Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of products during her time as a beauty editor, so she’s well-versed in selecting makeup products, like the best mascaras at Target, that make a meaningful difference in your beauty routine.
Nikki Chwatt is the Style Commerce Editor for WWD and Footwear News, where she both writes and edits stories on the latest clothing, accessory, and shoe must-haves. As a New York City resident, she’s garnered a love for handbags, shoes, and garments as well as beauty and skincare products that will keep her skin protected during the changing seasons. As a result, she has tested many beauty products, including different mascaras from Target, to see which ones work agree for her beauty goals, and which may work better for others with different needs.
Olivia Cigliano is the Commerce Writer and Producer at WWD and Footwear News. She is a New York City-based fashion and lifestyle writer, riding the pulse of trends and digital culture. Her previous bylines can be found on CR Fashion Book and Elite Daily. When she’s not writing shopping content at WWD and FN, she can be found searching for a holy grail in a Brooklyn thrift store, surveilling newsstands for fashion magazines, or searching through Target’s beauty aisles to add new winning products to her beauty routine.