8 Greatest Mascaras at Goal, Examined & Reviewed – WWD

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Goal is a one-stop store for all types of house, clothes, and life-style necessities, however, so far as we’re involved, the magnificence division is on the heart of the bullseye. Goal’s among the best locations to buy make-up bag staples like mascara from a variety of manufacturers, so we rolled up our sleeves to check the finest mascaras at Goal for attaining lengthy, fluttery, lashes with minimal effort.

Any magnificence lover is aware of that strolling or scrolling by way of Goal’s magnificence choice is rather like being a child in a sweet retailer, as a result of there’s such a large mixture of manufacturers to find. It’s virtually develop into its personal magnificence division retailer through the years — particularly since Ulta moved in a number of years again. Whether or not in-store or at Goal.com, you may store your complete vary of the finest drugstore mascaras, from manufacturers like Maybelline, Essence, and L’Oréal, or refill on status mascara holy grails from Profit Cosmetics and Too Confronted. Plus, Goal’s Ulta aisle gives extra indie magnificence manufacturers you may’t discover anyplace else, like Colourpop, Sincere Magnificence, Pixi Magnificence, Juvia’s Place, and Make-up Revolution.

On high of Goal’s uniquely considerable seize bag of magnificence goodies, it’s among the best retailers to buy on-line. Savvy Goal consumers can indulge in unique offers, free two-day delivery on orders over $35, and main perks with a free RedCard membership. Additionally, in contrast to different drugstores or on-line magnificence locations, you may return a product for a full refund — no questions requested.

To pinpoint the perfect mascaras from Goal, our panel of three testers and editors trialed a collection of top-rated choices by way of in depth, hands-on analysis intervals. We picked up outdated favorites to asses their up to date formulations, found mascaras which can be common from Goal to TikTok, and hit the books to analysis the perfect mascara components for various lash varieties and transformative results.

High Mascaras at Goal of 2023

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Testing Verdict: High 3 Goal Mascaras of 2023

Goal gives a blended bag of magnificence manufacturers throughout various value factors and mascara formulations, so selecting the perfect mascara from Goal will rely in your finances and private preferences. There’s an amazing choice to select from, whether or not you’re out there for a lengthening formulation, an ultra-clean choice, waterproof endurance, or a false lash impact. Due to this, our editors and testers cherry picked three high mascaras that provide completely different outcomes, reasonably than one standalone champ. Listed below are our favorites:

  • Too Confronted Higher Than Intercourse Volumizing & Lengthening Mascara: Goal clients and our editors agree that this mascara scores excessive on the drama issue each time. It’s daring pigmentation and intense thickening formulation transforms the lash line with minimal effort, with added conditioning components that pair with an modern curl-boosting wand.
  • Covergirl Lash Blast Clear Quantity Mascara: Covergirl’s Lash Blast mascara line is a tried-and-true favourite, which is why we’re impressed by its clear iteration for delicate eyes. It maintains the unique formulation’s volumizing and defining results, with out the usage of doubtlessly irritating components like parabens, sulfates, talc, and mineral oil. Not solely will it depart you trying bright-eyed, it’s additionally straightforward on the eyes, with zero threat of operating, smudging, or flaking.
  • Essence Lash Princess False Lash Impact Mascara: This Essence mascara provides you with essentially the most bang in your buck. Its dense, conic wand evenly coats every lash with even precision and its wealthy formulation builds as much as falsies-level quantity and thickness. It’s a TikTok movie star in its personal proper with over 2.9 billion views, and has shortly develop into a star amongst our editors’ make-up luggage, too.
Courtesy of Too Confronted

Greatest Mascara at Goal for Quantity

Too Confronted Higher Than Intercourse Volumizing & Lengthening Mascara

Formulation sort: Lengthening, volumizing
Shade vary: Black
Key components: Acacia Senegal tree extract and peptides 
High-High quality Retailer Badge on Google: 4.6/5 stars

Do you know that the Too Confronted Higher Than Intercourse Mascara was as soon as topped the #1 high promoting mascara in America? Effectively, in line with our testers, and 22,000 five-star scores by Goal clients, it positively lives as much as the hype. It delivers on drama with a pitch-black thickening formulation that builds huge quantity and size in a single even coat. The sport-changing wand is available in bulbous hourglass form, which works to twist the middle of the lash line upwards, whereas pushing and flaring out the internal and outer nook eyelashes. Plus, it’s formulated with film-forming polymers that protect the false-lash impact, all whereas peptides situation the lashes beneath.

Editor testing and evaluation notes: “If you happen to love thick, black, voluminous lashes and also you haven’t tried this mascara — you’re lacking out. Higher Than Intercourse has been one of the vital dependable mascaras in my make-up bag through the years as a result of I do know it’ll all the time give me a dramatic impact with out pesky clumps or flaking all through the day. Whereas its formulation and hourglass wand is corresponding to the decrease value L’Oreal Paris Voluminous Lash Paradise Mascara, I nonetheless all the time return to Too Confronted for its dryer consistency. I additionally swear by the waterproof model for additional smudge-proof put on over hotter months.”— Cigliano

Value upon publish date of this text: $29

Courtesy of CVS

Greatest Clear Mascara At Goal

Covergirl Lash Blast Clear Quantity Mascara

Formulation sort: Volumizing
Shade vary: Pitch Black, Very Black, Black, Black Brown, and waterproof formulations
Key components: Argan and marula oils
High-High quality Retailer Badge on Google: 4.6/5 stars

Covergirl’s Lash Blast Clear Quantity Mascara is likely one of the finest choices at Goal for these with delicate eyes which can be susceptible to irritation, as a result of it omits doubtlessly irritating components akin to parabens, sulfates, talc, and mineral oil. What’s extra, it’s infused with lash serum-inspired components like argan and marula oils to go away the lashes more healthy, all whereas enhancing your eyes with main quantity and size. The tapered wand expertly separates the lash line to create the looks of fuller lashes, with out overloading them with product. Intentional magnificence lovers can even respect that this mascara is vegan, cruelty-free, and designed with recycled packaging.

Editor testing and evaluation notes: “Covergirl’s Lash Blast mascara line has been a tried-and-true drugstore favourite of mine for nicely over a decade, so I used to be curious to see if the clear iteration held up towards the remaining. Spoiler alert — it gives the identical impact as the unique orange tube. What I really like concerning the Lash Blast formulation is its dryer really feel, which works to outline the lashes with out inflicting smudging all through the day. It combs the pure lashes with a light-to-medium quantity of product to create buildable, delicate quantity. This mascara additionally extends the lashes to a versatile size, which creates a extra feathery look. If you happen to like a rounded, bright-eye impact, Lash Blast is your ticket to doll-eye lashes.” — Cigliano

Value upon publish date of this text: $11.59

Courtesy of Ulta

Greatest inexpensive Mascara at Goal

Essence Lash Princess False Lash Impact Mascara

Formulation sort: Volumizing, waterproof
Shade vary: Black
High-High quality Retailer Badge on Google: 4.6/5 stars

If you happen to’re attuned to the most well-liked TikTok magnificence merchandise, you’ve seemingly already heard concerning the magic of the Essence Lash Princess False Lash Impact Mascara. It occurs to be on the highest of Goal’s bestseller listing, too, with nicely over 1,200 five-star buyer critiques. Not solely is it beloved for its tremendous inexpensive price ticket, nevertheless it additionally delivers on drama with a pitch-black, thickening formulation. Its conic fiber brush grips the lash line to construct up quantity, and size, whereas its tapered finish catches tiny hairs for a fanned-out impact. The Lash Princess False Lash Impact mascara can be free from silicones, parabens, and perfume, so it’s appropriate for delicate eyes and phone lens wearers.

Editor testing and evaluation notes: “This mascara shines for its dramatic shade payoff and on the spot thickening impact. You actually solely want a most of two coats with this mascara, until you like a chunkier lash look, as a result of only one coat will present substantial quantity and size. Take into account that its formulation does end in a heavier lash really feel, nevertheless it’s a teeny tiny value to pay for its best utility and unbeatable value level.” — Senior Magnificence & Life-style Editor Claire Sullivan

Value upon publish date of this text: 4.99

Greatest Rated Mascara at Goal

Maybelline Lash Sensational Sky Excessive Lengthening Mascara

Formulation sort: Lengthening, volumizing
Shade vary: Cosmic Black, Very Black, Blackest Black, Brownish Black, True Brown, and waterproof formulations
Key components: Bamboo extract
High-High quality Retailer Badge on Google: 4.6/5 stars

The Maybelline Lash Sensational Sky Excessive Mascara is among the many top-rated lash lengtheners at Goal, with almost 10,000 five-star buyer critiques. It’s distinctive for its Flex Tower wand that bends as you swipe, and combs wealthy pigment by way of the bottom of the lash line to the tip. The formulation is infused with a shot of bamboo extract, which provides the lashes a light-as-air, feathery really feel. Whether or not you’re pumping up the drama with a number of coats of Sky Excessive, or on the lookout for a fast repair to outline your eyes with out feeling weighed down, our editors love this mascara for day-to-night utility.

Editor testing and evaluation notes: “The standout function of this mascara is its tremendous versatile wand. I really like that the plastic bristles are lengthy and taper on the finish as a result of it lets you comb every lash for clear, clump-free quantity. The formulation leans on the moist aspect, which makes it best for constructing spectacular size, whereas the bamboo extract permits it to put on comfortably on the attention all through the day. It’s additionally extremely straightforward to clean away with a easy make-up remover or micellar water.” — Commerce Author & Producer Olivia Cigliano

Value upon publish date of this text: $12.69

Courtesy of Goal

Greatest Waterproof Mascara at Goal

E.l.f. Lash it Loud Waterproof Mascara

Formulation sort: Lengthening
Shade vary: Black
High-High quality Retailer Badge on Google: 4.6/5 stars

It’s not on a regular basis that you just uncover a top-tier mascara that outperforms in its waterproof model — and for less than $6, no much less. In line with our testers, it’s protected to say that the E.l.f. Lash It Loud Waterproof Mascara is one in every of Goal’s many hidden gems. Its versatile silicone wand applicator separates and elongates each lash, resulting from lengthy bristles that run each vertically and horizontally. The bristles even type a spiky ball tip on the finish of the wand for max management over a fluttery flare. The formulation is available in a deep black pigmentation, which creates a shiny and daring lash look with completely zero threat of operating.

Editor testing and evaluation notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not just for its endurance, but in addition for it potential to create outlined quantity and size. Its silicone brush successfully combs every lash from root to tip, whereas its small form and spiked finish accesses finer lashes within the internal and outer nook. This mascara was examined within the bathe, on the seaside, and all through a number of sizzling sunny days, and it efficiently resisted flaking, smudging, operating, or budging. While you’re prepared to clean it away, a make-up eradicating fabric or easy eye-safe face wash will do the trick, with none harsh rubbing or threat of dropping any lashes within the course of.”  — Cigliano

Value upon publish date of this text: $6

Courtesy of Sephora

Greatest Curling Mascara At Goal

Profit Cosmetics Curler Lash Curling & Lifting Mascara

Formulation sort: Curling, lifting
Shade vary: Black
Key components: Provitamin B5 and serine
High-High quality Retailer Badge on Google: 4.6/5 stars

Whether or not you may have lashes that develop straight out otherwise you desire a mascara that holds the increase out of your eyelash roller, Profit’s Curler Lash mascara reliably does the trick. Not solely is it a Goal bestseller, it’s additionally an important in Alix Earle’s make-up routine, who’s always that includes it on her TikTok web page for its exaggerated look. Its curling brush grips onto your complete lash line to droop your fringe upward for a bright-eyed impact, whereas its thickening formulation builds the lashes as much as doll-level lengths. It’s additionally formulated with provitamin B4 and serine, a kind of amino acid, which situation the lashes for a delicate — not crunchy — really feel.

Editor testing and evaluation notes: “I all the time replenish my inventory of this mascara as quickly as I’m operating low. I’ve tried dozens of mascaras with excessive claims, however this one does all of it. It provides quantity, separates my lashes, and enhances curl. I additionally love that the rubber lid is textured, which provides a useful grip throughout utility. This mascara can be tremendous straightforward to take away with a cleaning balm or make-up remover, and doesn’t depart raccoon-eye residue underneath my eyes the following day.” — Fashion Commerce Editor Nikki Chwatt

Value upon publish date of this text: $28

Greatest Mascara at Goal for Size

L’Oreal Paris Telescopic Mascara

Formulation sort: Lengthening
Shade vary: Black, Carbon Black, Blackest Black, and waterproof formulations
High-High quality Retailer Badge on Google: 4.6/5 stars

The enduring L’Oreal Paris Telescopic mascara is our high decide for attaining eye-popping lash lengths. Its tremendous slender Precision Brush successfully works like a fine-toothed comb to catch the lashes at their base and rework them to distinctive dimension. The wand could look typical to the bare eye, nevertheless it’s really outfitted with two sides for twin management; the flat aspect works to construct size whereas the opposite separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Goal gives its full vary of formulations, together with its lifting, balm, and waterproof iterations.

Editor testing and evaluation notes: “As somebody who leans towards huge wands and thicker formulation, I used to be stunned at how nicely Telescopic exaggerated my lashes. The linear wand lets you comb the entire lash line in a single swipe, which ends up in a clean, even utility. Its extra moist consistency and separating wand will work nicely on these with superb lashes, whereas quick lashes will respect its elongating impact. I significantly attain for the waterproof model of this mascara for my decrease lashes, for the reason that wand is sufficiently small to get a good grip on superb hairs and the formulation by no means smudges on my underneath eye after hours of wear and tear.” — Sullivan

Value upon publish date of this text: $13.99

Greatest Mascara at Goal for Quick Lashes

Maybelline Volum’ Specific The Colossal Mascara

Formulation sort: Volumizing, thickening 
Shade vary: Traditional Black, Traditional Black, Glam Brown
Key components: Collagen
High-High quality Retailer Badge on Google: 4.6/5 stars

Maybelline’s Volum’ Specific mascara line gives a few of the finest choices for upgrading quick lashes to falsies-level quantity, however one in every of our editors is particularly a fan of The Colossal Mascara. Its Huge Shot brush is the biggest conic wand on our listing, which extends the outer lashes because it combs the internal nook for a cat-eye impact. The wavy bristles seize every lash and deposits the inky black plumping formulation for epic quantity in a single coat. No brittle, flaky lashes right here — its hydrating collagen-infused formulation leaves the lashes delicate to the contact.

Editor testing and evaluation notes: “I all the time come again to this mascara. Each time I take advantage of a unique mascara, I really like to achieve for this as a dependable second topper coat to pump up the quantity and size. But it surely’s a star by itself, significantly for its slick black shade and thickening energy — which by no means ends in spider lashes. I can all the time rely on it to create wispy-looking lash suggestions and maintain a curl all day lengthy.” — Cigliano

Value upon publish date of this text: $10.19

Ideas for Purchasing for Mascara at Goal

  • Store bestsellers: If you happen to’re on the hunt for Goal’s highest-rated magnificence buys, an amazing place to begin is by sifting by way of bestsellers. Simply navigate to Goal.com’s website menu, click on “Make-up,” and choose the class you’d like to buy. From there, choose the web page filter to type by bestsellers. For instance, underneath the “Eyes” part in make-up, you may view Goal’s whole collection of mascaras with the perfect scores.
  • Look ahead to flash offers: Goal gives offers on top-rated magnificence merchandise and types for a restricted time all year long. You possibly can store each day magnificence reductions throughout make-up, hair care, skincare, physique care, and grooming from the devoted magnificence offers web page. Theres additionally a particular Ulta Magnificence at Goal Offers web page for value slashes on extra manufacturers and dear merchandise you gained’t discover discounted on Ulta’s house website. For added financial savings, Goal’s Circle Gives lets you browse magnificence coupons to use to your digital cart, and Goal’s magnificence clearance choice is chock filled with marked down make-up, hair styling instruments, face serums, and extra.
  • Turn into a Goal RedCard member: If you happen to’re an avid Goal magnificence shopper, you gained’t need to miss out on Goal RedCard bonus advantages. To enroll, you may have the choice between a reloadable money card, a debit card, or a bank card, all of which grant you entry to free two-day delivery, unique deal gives, additional time for returns, and 5 p.c off each single buy. Plus, there’s no annual charges, so that you’ll solely ever see financial savings with a RedCard.
  • Rating fast delivery: Goal gives tremendous speedy two-day delivery for any order over $35, or for those who’re paying with a Goal RedCard. Most of Goal’s choice qualifies for fast ship perks, nonetheless eligibility could range relying in your location. Professional tip: Make sure that to put your order on a weekday, as a result of the weekend could lengthen its supply date by a number of days.
  • Return insurance policies: A significant plus about purchasing from Goal’s magnificence choice is you can return objects even after a product has been been opened. If a mascara or make-up merchandise didn’t give you the results you want, Goal will settle for it for a full refund inside 90 days of buy, or, for those who carry a RedCard, you’ll get a full 120 days to deliver it again. You possibly can return Goal merchandise in-store along with your on-line order particulars, drop it off curbside, or mail it again with absolutely free delivery.

How We Examined and Selected the Greatest Mascaras at Goal

To search out the perfect mascaras at Goal, our staff of WWD Store editors examined over 15 mascaras from Goal’s bestseller listing. We paid consideration to new product releases, TikTok-viral formulations, in addition to in contrast five-star scores and Goal buyer critiques to find out essentially the most passable magnificence buys.

Whereas testing, our testers examined key elements and options of every mascara, akin to total lash results, formulation, put on time, pigment depth, ease of utility, wand perform, packaging, and clear elimination. Our panel of testers additionally assessed particular options in waterproof and curling mascaras to pick out the perfect choices in every formulation class. The mascaras included in our high picks had been examined throughout quite a lot of eye lash varieties, events, and capabilities, in addition to delicate eye varieties, so as to guarantee readers of dependable put on and lengthy, fluttery lashes.

Why Belief WWD

Since 1910, WWD — also known as “the style bible” — has been the main business voice of authority for senior executives within the world ladies’s and males’s style, retail and sweetness communities, whereas additionally informing the buyer media that cowl the market. At this time, WWD’s breaking information and pattern protection continues to be a reliable useful resource for each style insiders and customers alike. Our purchasing editors proceed to uphold WWD’s editorial requirements and values with high quality, expert-backed product picks. Be taught extra about us right here.

Meet the Testers

Claire Sullivan is the Senior Magnificence and Life-style Commerce Editor for WWD and Footwear Information. She’s spent over 5 years researching, reporting on, and writing concerning the magnificence business for publications like Martha Stewart Residing, Martha Stewart Weddings, InStyle, and Byrdie. She’s examined a whole lot of merchandise throughout her time as a magnificence editor, so she’s well-versed in deciding on make-up merchandise, like the perfect mascaras at Goal, that make a significant distinction in your magnificence routine.

Nikki Chwatt is the Fashion Commerce Editor for WWD and Footwear Information, the place she each writes and edits tales on the newest clothes, accent, and shoe must-haves. As a New York Metropolis resident, she’s garnered a love for purses, footwear, and clothes in addition to magnificence and skincare merchandise that can preserve her pores and skin protected throughout the altering seasons. Because of this, she has examined many magnificence merchandise, together with completely different mascaras from Goal, to see which of them work agree for her magnificence targets, and which can work higher for others with completely different wants.

Meet the Creator

Olivia Cigliano is the Commerce Author and Producer at WWD and Footwear Information. She is a New York Metropolis-based style and life-style author, driving the heart beat of tendencies and digital tradition. Her earlier bylines could be discovered on CR Trend Ebook and Elite Every day. When she’s not writing purchasing content material at WWD and FN, she could be discovered trying to find a holy grail in a Brooklyn thrift retailer, surveilling newsstands for style magazines, or looking by way of Goal’s magnificence aisles so as to add new successful merchandise to her magnificence routine.

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