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HomeFashion8 Finest Mascaras at Goal, Examined & Reviewed – WWD

8 Finest Mascaras at Goal, Examined & Reviewed – WWD

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Goal is a one-stop store for all types of residence, clothes, and way of life necessities, however, so far as we’re involved, the magnificence division is on the middle 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 reaching 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 turn out to be its personal magnificence division retailer through the years — particularly since Ulta moved in just a few years again. Whether or not in-store or at, you’ll be able to store your entire 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 affords extra indie magnificence manufacturers you’ll be able to’t discover wherever else, like Colourpop, Sincere Magnificence, Pixi Magnificence, Juvia’s Place, and Make-up Revolution.

On prime of Goal’s uniquely plentiful seize bag of magnificence goodies, it’s among the best retailers to buy on-line. Savvy Goal buyers can take pleasure 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’ll be able to return a product for a full refund — no questions requested.

To pinpoint the most effective mascaras from Goal, our panel of three testers and editors trialed a choice of top-rated choices by way of in depth, hands-on analysis durations. We picked up previous favorites to asses their up to date formulations, found mascaras which can be well-liked from Goal to TikTok, and hit the books to analysis the most effective mascara substances for various lash sorts and transformative results.

Prime Mascaras at Goal of 2023

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Testing Verdict: Prime 3 Goal Mascaras of 2023

Goal affords a combined bag of magnificence manufacturers throughout various value factors and mascara formulations, so selecting the most effective mascara from Goal will rely in your price range and private preferences. There’s an awesome choice to select from, whether or not you’re available in the market for a lengthening components, an ultra-clean choice, waterproof endurance, or a false lash impact. Due to this, our editors and testers cherry picked three prime mascaras that provide completely different outcomes, somewhat than one standalone champ. Listed here 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 components transforms the lash line with minimal effort, with added conditioning substances that pair with an progressive 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 components’s volumizing and defining results, with out the usage of probably irritating substances like parabens, sulfates, talc, and mineral oil. Not solely will it go away you wanting bright-eyed, it’s additionally straightforward on the eyes, with zero danger of working, smudging, or flaking.
  • Essence Lash Princess False Lash Impact Mascara: This Essence mascara provides you with essentially the most bang on your buck. Its dense, conic wand evenly coats every lash with even precision and its wealthy components 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 turn out to be a star amongst our editors’ make-up baggage, too.

Finest Mascara at Goal for Quantity

Too Confronted Higher Than Intercourse Volumizing & Lengthening Mascara

Method kind: Lengthening, volumizing
Shade vary: Black
Key substances: Acacia Senegal tree extract and peptides 
Prime-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 prime promoting mascara in America? Properly, in accordance with our testers, and 22,000 five-star rankings by Goal clients, it undoubtedly lives as much as the hype. It delivers on drama with a pitch-black thickening components that builds large quantity and size in a single even coat. The sport-changing wand is available in bulbous hourglass form, which works to curve the middle of the lash line upwards, whereas pushing and flaring out the interior 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 evaluate notes: “When you 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 dependable mascaras in my make-up bag through the years as a result of I do know it’ll at all times give me a dramatic impact with out pesky clumps or flaking all through the day. Whereas its components and hourglass wand is corresponding to the decrease value L’Oreal Paris Voluminous Lash Paradise Mascara, I nonetheless at all times 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

Worth upon publish date of this text: $29

Courtesy of CVS

Finest Clear Mascara At Goal

Covergirl Lash Blast Clear Quantity Mascara

Method kind: Volumizing
Shade vary: Pitch Black, Very Black, Black, Black Brown, and waterproof formulations
Key substances: Argan and marula oils
Prime-High quality Retailer Badge on Google: 4.6/5 stars

Covergirl’s Lash Blast Clear Quantity Mascara is without doubt one of the finest choices at Goal for these with delicate eyes which can be vulnerable to irritation, as a result of it omits probably irritating substances corresponding to parabens, sulfates, talc, and mineral oil. What’s extra, it’s infused with lash serum-inspired substances 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 evaluate 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 in opposition to the remainder. Spoiler alert — it gives the identical impact as the unique orange tube. What I 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, tender quantity. This mascara additionally extends the lashes to a versatile size, which creates a extra feathery look. When you like a rounded, bright-eye impact, Lash Blast is your ticket to doll-eye lashes.” — Cigliano

Worth upon publish date of this text: $11.59

Courtesy of Ulta

Finest reasonably priced Mascara at Goal

Essence Lash Princess False Lash Impact Mascara

Method kind: Volumizing, waterproof
Shade vary: Black
Prime-High quality Retailer Badge on Google: 4.6/5 stars

When you’re attuned to the most well-liked TikTok magnificence merchandise, you’ve probably 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 record, too, with nicely over 1,200 five-star buyer critiques. Not solely is it beloved for its tremendous reasonably priced price ticket, nevertheless it additionally delivers on drama with a pitch-black, thickening components. 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 speak to lens wearers.

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

Worth upon publish date of this text: 4.99

Finest Rated Mascara at Goal

Maybelline Lash Sensational Sky Excessive Lengthening Mascara

Method kind: Lengthening, volumizing
Shade vary: Cosmic Black, Very Black, Blackest Black, Brownish Black, True Brown, and waterproof formulations
Key substances: Bamboo extract
Prime-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 components 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 just a few coats of Sky Excessive, or searching 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 evaluate notes: “The standout characteristic of this mascara is its tremendous versatile wand. I like that the plastic bristles are lengthy and taper on the finish as a result of it permits you to comb every lash for clear, clump-free quantity. The components leans on the moist aspect, which makes it ultimate 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 scrub away with a easy make-up remover or micellar water.” — Commerce Author & Producer Olivia Cigliano

Worth upon publish date of this text: $12.69

Courtesy of Goal

Finest Waterproof Mascara at Goal

E.l.f. Lash it Loud Waterproof Mascara

Method kind: Lengthening
Shade vary: Black
Prime-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 response to our testers, it’s secure to say that the E.l.f. Lash It Loud Waterproof Mascara is considered one of Goal’s many hidden gems. Its versatile silicone wand applicator separates and elongates each lash, because of lengthy bristles that run each vertically and horizontally. The bristles even kind a spiky ball tip on the finish of the wand for optimum management over a fluttery flare. The components is available in a deep black pigmentation, which creates a shiny and daring lash look with completely zero danger of working.

Editor testing and evaluate notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not just for its endurance, but additionally 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 interior and outer nook. This mascara was examined within the bathe, on the seashore, and all through a number of sizzling sunny days, and it efficiently resisted flaking, smudging, working, or budging. While you’re prepared to scrub it away, a make-up eradicating fabric or easy eye-safe face wash will do the trick, with none harsh rubbing or danger of dropping any lashes within the course of.”  — Cigliano

Worth upon publish date of this text: $6

Courtesy of Sephora

Finest Curling Mascara At Goal

Profit Cosmetics Curler Lash Curling & Lifting Mascara

Method kind: Curling, lifting
Shade vary: Black
Key substances: Provitamin B5 and serine
Prime-High quality Retailer Badge on Google: 4.6/5 stars

Whether or not you could have lashes that develop straight out otherwise you desire a mascara that holds the enhance 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 continuously that includes it on her TikTok web page for its exaggerated look. Its curling brush grips onto your entire lash line to droop your fringe upward for a bright-eyed impact, whereas its thickening components builds the lashes as much as doll-level lengths. It’s additionally formulated with provitamin B4 and serine, a sort of amino acid, which situation the lashes for a tender — not crunchy — really feel.

Editor testing and evaluate notes: “I at all times replenish my inventory of this mascara as quickly as I’m working 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 go away raccoon-eye residue below my eyes the following day.” — Type Commerce Editor Nikki Chwatt

Worth upon publish date of this text: $28

Finest Mascara at Goal for Size

L’Oreal Paris Telescopic Mascara

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

The enduring L’Oreal Paris Telescopic mascara is our prime decide for reaching eye-popping lash lengths. Its tremendous slender Precision Brush successfully works like a fine-toothed comb to catch the lashes at their base and remodel them to distinctive dimension. The wand might look typical to the bare eye, nevertheless it’s truly 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 affords its full vary of formulations, together with its lifting, balm, and waterproof iterations.

Editor testing and evaluate notes: “As somebody who leans towards large wands and thicker formulation, I used to be stunned at how nicely Telescopic exaggerated my lashes. The linear wand permits you to comb the entire lash line in a single swipe, which leads to a easy, even utility. Its extra moist consistency and separating wand will work nicely on these with high-quality 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 high-quality hairs and the components by no means smudges on my below eye after hours of damage.” — Sullivan

Worth upon publish date of this text: $13.99

Finest Mascara at Goal for Quick Lashes

Maybelline Volum’ Specific The Colossal Mascara

Method kind: Volumizing, thickening 
Shade vary: Traditional Black, Traditional Black, Glam Brown
Key substances: Collagen
Prime-High quality Retailer Badge on Google: 4.6/5 stars

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

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

Worth upon publish date of this text: $10.19

Ideas for Looking for Mascara at Goal

  • Store bestsellers: When you’re on the hunt for Goal’s highest-rated magnificence buys, an excellent place to start out is by sifting by way of bestsellers. Simply navigate to’s web site menu, click on “Make-up,” and choose the class you’d like to buy. From there, choose the web page filter to kind by bestsellers. For instance, below the “Eyes” part in make-up, you’ll be able to view Goal’s total choice of mascaras with the most effective rankings.
  • Look ahead to flash offers: Goal affords offers on top-rated magnificence merchandise and types for a restricted time all year long. You’ll be able to store every 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 residence web site. For added financial savings, Goal’s Circle Affords permits you to browse magnificence coupons to use to your digital cart, and Goal’s magnificence clearance choice is chock stuffed with marked down make-up, hair styling instruments, face serums, and extra.
  • Grow to be a Goal RedCard member: When you’re an avid Goal magnificence shopper, you gained’t wish to miss out on Goal RedCard bonus advantages. To enroll, you could 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 affords, additional time for returns, and 5 % 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 affords tremendous speedy two-day delivery for any order over $35, or when you’re paying with a Goal RedCard. Most of Goal’s choice qualifies for fast ship perks, nevertheless eligibility might fluctuate relying in your location. Professional tip: Be sure that to put your order on a weekday, as a result of the weekend might prolong its supply date by just a few days.
  • Return insurance policies: A serious plus about purchasing from Goal’s magnificence choice is which you could return gadgets even after a product has been been opened. If a mascara or make-up merchandise didn’t be just right for you, Goal will settle for it for a full refund inside 90 days of buy, or, when you carry a RedCard, you’ll get a full 120 days to convey it again. You’ll be able to return Goal merchandise in-store along with your on-line order particulars, drop it off curbside, or mail it again with totally free delivery.

How We Examined and Selected the Finest Mascaras at Goal

To seek out the most effective mascaras at Goal, our crew of WWD Store editors examined over 15 mascaras from Goal’s bestseller record. We paid consideration to new product releases, TikTok-viral formulations, in addition to in contrast five-star rankings 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, corresponding to total lash results, formulation, put on time, pigment depth, ease of utility, wand perform, packaging, and clear removing. Our panel of testers additionally assessed particular options in waterproof and curling mascaras to pick the most effective choices in every components class. The mascaras included in our prime picks have been examined throughout quite a lot of eye lash sorts, events, and capabilities, in addition to delicate eye sorts, as a way 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 trade voice of authority for senior executives within the world girls’s and males’s vogue, retail and wonder communities, whereas additionally informing the buyer media that cowl the market. Right now, WWD’s breaking information and pattern protection continues to be a reliable useful resource for each vogue insiders and customers alike. Our purchasing editors proceed to uphold WWD’s editorial requirements and values with high quality, expert-backed product alternatives. Study 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 trade for publications like Martha Stewart Residing, Martha Stewart Weddings, InStyle, and Byrdie. She’s examined tons of of merchandise throughout her time as a magnificence editor, so she’s well-versed in deciding on make-up merchandise, like the most effective mascaras at Goal, that make a significant distinction in your magnificence routine.

Nikki Chwatt is the Type Commerce Editor for WWD and Footwear Information, the place she each writes and edits tales on the most recent clothes, accent, and shoe must-haves. As a New York Metropolis resident, she’s garnered a love for purses, sneakers, and clothes in addition to magnificence and skincare merchandise that may preserve her pores and skin protected through the altering seasons. Consequently, she has examined many magnificence merchandise, together with completely different mascaras from Goal, to see which of them work agree for her magnificence objectives, 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 vogue and way of life author, using the heartbeat of tendencies and digital tradition. Her earlier bylines may be discovered on CR Style E book and Elite Each day. When she’s not writing purchasing content material at WWD and FN, she may be discovered trying to find a holy grail in a Brooklyn thrift retailer, surveilling newsstands for vogue 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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