Let me preface this by saying that I really, really love mascara. In fact, I’d go as far to say that it’s probably my favourite makeup item. Although I appreciate the freshness of a no-mascara day, if you ask me, mascara is the one product that has the power to brighten and awaken the whole face in seconds. And, as a result of this great love for mascara, I possess an embarrassingly large collection.
My mascara drawer was once a place where I kept my entire makeup collection, but then the mascaras took over. Now, it is a place filled with countless different tubes, some well past their use-by date that I just can’t let go of, others that have only been used once or twice and didn’t stand the test of time. Because, yes, my love for mascara is so strong that I can’t even bring myself to let go of the ones I don’t think are very good.
More recently, however, I found that the majority of the newer mascaras are genuinely great and the amount of so-so formulas in my collection has started to dwindle. And this year, there have been more mascara launches than I can count on my hands. From seriously amped-up volume to curl-holding abilities like no other, the claims that they carry mean business.
In fact, I’d go as far as to say that my top five favourite mascaras ever made all came out in 2020. It seems that suddenly, clumpy, irritating formulas just stopped existing. Instead, what we have are new-gen mascaras with almost unbelievably good results. But with so many formulas out there, how are we supposed to separate the wheat from the chaff? Well my beauty-loving friends, luckily you have me, a mascara hoarder that has tried every new launch that’s come her way over the last nine months. Keep scrolling for the best new mascaras of 2020 (and potentially ever).
L'Oréal Paris Lash Paradise Mascara (£12)
This is quite possibly my favourite mascara ever. It's a total all-rounder. L'Oréal Paris actually reformulated the iconic product this summer (the previous one was a global bestseller). It offers amped-up volume, serious length and does a great job at holding a curl, too. Now, it's enriched with castor oil to nourish lashes and also cornflower water to help soothe sensitive eyes.
Nars Climax Extreme Mascara (£22)
The thing about this mascara is that it is the ultimate "going out" makeup product, and there's not been a lot of that going on this year. You know when you're doing your makeup for the night and your lashes just kind of blend into the rest? This stuff is super pigmented and gives next-level volume and makes lashes (and eyes) pop like no other.
Charlotte Tilbury Pillow Talk Push Up Lashes Mascara (£23)
I have never been a huge fan of Charlotte Tilbury mascaras. I found that they smudged and made my lashes go clumpy, so my hopes for this weren't high. However, the unique brush and super-lengthening formula has totally won me over. Using the flat side of the brush, you pack the product on and then comb through. What you get is maximum impact with no spidery strands.
Urban Decay Lash Freak Mascara (£21)
I'm not usually someone that craves volume in my lashes, so mascaras hooked on volumising claims don't usually speak to me. However, this new launch from Urban Decay has me hooked. It adds serious length too and the precise brush means you can really get to each lash and minimise risk of clumping.
Hourglass Unlocked Instant Extensions Mascara (£29)
I don't say this lightly, but while Lash Paradise is probably the best all-rounder out there, this stuff is my most-loved mascara. It doesn't give a tonne of volume which means it isn't for everyone, but the natural-looking length it gives is absolutely ideal for me. I can't recommend it enough. It sold out quite soon after release and I can totally see why.
Guerlain Mad Eyes Buildable Volume Mascara (£28)
While I'm a huge fan of Guerlain, I wouldn't consider myself well acquainted with its mascara offering. However, for some reason, this recent launch caught my eye and I thought I'd give it a go. My poker-straight lashes really struggle to hold a curl, but this lash-boosting stuff kept them lifted all day long.
Maybelline The Falsies Instant Lash Lift Mascara (£8)
The brush on this one reminds me a little bit of Too Faced Better Than Sex (another one of my all-time favourites), but the formula itself gives it a run for its money. It packs a volumising and lengthening punch, without weighing down lashes. It's really quite something considering the price.
Rimmel London Scandaleyes Volume on Demand Mascara (£8)
Everything about this product made me scared. I don't like too much volume/clumping and the big brush looked daunting. The feathery effect left me pleasantly surprised. It's a great daily product.
Marc Jacobs Beauty At Lash’d Lengthening and Curling Mascara (£25)
First of all, will you just look at that packaging? This mascara is a work of art inside and out. It's lengthening, volumising and lifting in all of the best ways. A couple of coats are ideal for everyday wear, but it can also be built up for drastic results. I don't ever want to be without it. If I could marry this mascara, I would.
No7 The Full 360 Waterproof Mascara (£14)
I'm not a big waterproof mascara gal (I like my makeup to be easy to take off), however, this is great for when I'm working out. I don't usually work out with makeup on, but I do like my lashes to have a coating of mascara on when the rest of my face is bare. This stuff literally does not budge. And actually, my usual balm cleanser removes it with ease.
Pat McGrath Labs Dark Star Mascara (£26)
Quite possibly one of the most highly anticipated mascara launches of this year, Pat McGrath's version has finally arrived. With a gel-hybrid formula, it's super lightweight but delivers maximum impact. It doesn't seem as though anyone has a bad word to say about it, and I'm with them.
Dior Diorshow Iconic Overcurl Mascara (£28)
If you ask me, Dior mascaras are some of the best in the 'biz, and this one is no exception. The curved brush allows for ultimate curl and lift. It's not particularly bold, but the natural-lash look is something I'm really here for.
This article originally appeared on Who What Wear
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