The "clean girl aesthetic" is undoubtedly the biggest beauty trend in recent years, with it girls like Hailey Bieber urging us through the makeup tutorials they post on TikTok, as well as the photos they share on Instagram, to use as few products as possible. The common denominator of all the “clean,” minimal looks that have taken over our feed and For You page, apart from the glowing base, is brown mascara. 

The new obsession of beauty girlies is an excellent choice for women who want a natural and elegant result in their makeup. Unlike classic black mascara, brown gives a softer, more ethereal effect, making it ideal for everyday looks. 

What does it add to the face and the eyes?

It subtly defines the lashes, adding length and volume without looking overdone. It beautifully enhances all eye colors, “softens” facial features, while making the eyes look more “rested” and youthful. 

In addition, it pairs perfectly with natural eyeshadow and blush shades, creating a harmonious result that highlights every woman’s natural beauty without weighing down the face. In other words, it is the ultimate must-have for those who don’t love very intense makeup, as well as for those who want to adopt the viral clean girl makeup trend.