In 2024, a surprising trend took the beauty world by storm: brown mascara. Internet searches for this softer alternative to black mascara nearly doubled over the past year according to data website spate, and experts predict its popularity will only continue to grow in 2025. Brown mascara is no longer just an option for those with fair complexions or red hair; it has become a staple for anyone seeking a natural, polished look. In the US, brown mascara now accounts for an impressive 8-10% of all mascara sales—a clear sign that it’s more than just a passing trend.

At OKKIYO, we couldn’t ignore the rising demand. Since the launch of PRIORITEYES Mascara 12 months ago, one question has echoed in my inbox and social media comments: "When are you releasing it in brown?" I’ll be honest, I never intended to. But after countless requests from our loyal customers, we had no choice but to make it happen. And guess what? I’m now fully converted. These days, I find myself reaching for my brown mascara more often than my black, drawn to its softer, more natural look that perfectly complements my low-contrast features.

Why Brown Mascara is Winning Hearts

Brown mascara has long been favoured by people with fair skin, red or blonde hair, and lighter-coloured eyes, as it provides less of a stark contrast than black mascara. But in 2024, its appeal broadened. Celebrities like Kim Kardashian and Kylie Jenner have embraced brown mascara for its understated elegance, proving that it’s a versatile choice for many skin tones and hair colours. For so many, brown mascara is now the go-to for achieving a natural, "no-makeup" makeup look that still enhances their features.

This trend is particularly exciting for older women, who often find that brown mascara flatters their complexion better than black. As we age, our features can become softer, and the boldness of black mascara can sometimes feel harsh. Brown mascara offers a more harmonious contrast, enhancing the eyes without overwhelming them.

PRIORITEYES Mascara: The Perfect Brown for Sensitive Eyes

At OKKIYO, we’re dedicated to creating products that perform beautifully while being kind to sensitive eyes. PRIORITEYES Mascara, made by an ophthalmologist, is free from common irritants like alcohols and certain preservatives that can dry out the tear film or cause irritation. With nourishing ingredients like Manuka honey, it’s designed to be gentle yet high-performing. It’s now available in both black and brown, giving you the flexibility to choose the shade that suits your mood, style, or occasion.

Since its launch, our brown mascara has flown off the shelves. In fact, there was one day last week when we sold more brown mascara than black—a first for OKKIYO! This speaks volumes about the demand for this versatile shade. Whether you’re looking for a polished daytime look, a way to complement your fair complexion, or simply a gentler contrast to your natural features, brown mascara has you covered.

Black vs Brown: When to Choose Which?

Both black and brown mascara have their place in a well-rounded makeup routine. Here are some tips to help you decide which one to reach for:

• Go for brown if: You want a soft, natural look; you have fair skin, blonde or red hair; or you’re aiming for an understated, everyday aesthetic.
• Choose black if: You’re going for a bold, dramatic look; you have darker features that naturally pair with black mascara; or you’re dressing up for a night out.

Of course, there’s no hard-and-fast rule—the choice is entirely yours, and many people enjoy having both shades in their beauty arsenal.

A Final Note on Lashes and Eye Health

As an ophthalmologist, I’m passionate about helping people take care of their eyes. That’s why every product in the OKKIYO range is carefully formulated for people with sensitive eyes. PRIORITEYES Mascara not only delivers stunning results but also supports the health of your lashes and the delicate skin around your eyes. After all, beauty should never come at the expense of comfort.

So, whether you’re a die-hard black mascara fan or ready to embrace the brown mascara revolution, PRIORITEYES has a shade for you. Try it out and let us know which one becomes your favourite. Who knows? You might just find yourself "in a hue relationship with brown," just like I did.  And please don't ask me for blue...

Ready to make the switch? Shop PRIORITEYES Mascara in brown or black now and discover the difference for yourself. Because your lashes deserve the best—without compromise.