Best mascaras UK 2024: Maybelline, Clinique and more tested

Nov 04, 2024

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Lift and lengthen your lashes with these GHI Approved mascaras

Some days (or nights) may call for a full face of glam makeup with high coverage foundation and highlighter; on others, a slather of moisturiser and SPF will suffice. But either way, a good mascara can really pull a final look together, immediately brightening and widening your eyes. There’s a reason it’s often people’s desert island essential.

The two main goals of mascara are to volumise and lengthen lashes, but many on the market come with a whole host of claims. So, here at the Good Housekeeping Institute, we put a range of leading brands to the test to find the very best for your makeup bag.

These are the top-rated picks at a glance, but keep scrolling to read our panel’s full feedback.

“Absolutely,” says makeup artist and IT Cosmetics brand ambassador Rose Gallagher. “The bigger the brush, the more volume, while the smaller the brush, the more precise you can be. Decide which element is most important to you.

“For smaller lashes in need of lengthening, opt for a thin brush that will coat every single hair with pigment. For volume, length and lift, use a larger brush head – it won’t be able to grab every tiny detail but is much better for a high-impact look.”

Sometimes, a waterproof mascara works a little too well, making it difficult to remove. So, to protect your natural lashes and save them from breakage, it’s important to find an eye makeup remover that works. “You’ll need to use an oil-based cleanser to completely dissolve waterproof formulas. Something water-based just won’t cut it!” says Gallagher.

You can also opt for a double cleanse. First use a cleansing balm on your whole face. Then, apply makeup remover to a cotton pad (or preferably reusable cotton round) and hold it over the eye for a few seconds to allow the formula to break down the makeup, before using gentle, downward motions to remove. Repeat if necessary.

Always take care when removing makeup around the eyes, as the skin is thinner in this area, and excessive pulling can lead to skin sagging and irritation. Avoid scrubbing and rubbing, and use gentle dabbing and soft circular movements instead.

The GHI trialled a range of mascaras with the help of 180 at-home testers. The panel was asked to evaluate each mascara’s performance, particularly its volumising and lengthening properties, as well as the effectiveness of its applicator, the quality of packaging and its durability over time.

In our lab, we rigorously tested each product’s waterproof capabilities and resistance to smudging. Our experts applied the waterproof mascara to a ceramic plate, alongside a non-waterproof control. They then sprayed it with water from a 15cm distance. The water resistance was analysed by examining the colour of the drips, in comparison to the non-waterproof control.

To measure the smudge-proof properties, testers used their fingers to wipe from left to right to see what came off.

These are the mascaras that came out on top for volumising, lengthening and long-wear.

Score: 94/100

All eyes are on the Colossal winning volumising mascara, with its bright yellow packaging – and it delivered serious volume for our testers. The double-curved wand works with the no-clump, collagen-infused formula to leave lashes looking extremely luscious. It’s also suitable for those with finer lashes, with one panellist noting that it was “soft enough to handle them without tension”.The triple-black pigment is smudge-proof, too, which our testers vouched for. One also told us it didn’t leave dark marks around their eyes even after wearing it all day. Winner, winner.

Score: 93/100

This mascara from Eyeko scored full marks in our lab test for its waterproof and anti-smudging abilities, meaning there was no colour running evident on the tile when sprayed with water, or smudging when our testers went in with the wipe.

And, as the old saying goes, if it’s good enough on a ceramic plate, it’s good enough on our lashes. No but really, all our at-home panellists agreed that this product is smudge- and waterproof. It was also easy to remove. Tick, tick, tick. “It stayed on when partying all night, swimming and crying over a weepy film,” was one tester’s feedback, proving that our (joint) top-scoring waterproof mascara is a real multitasker – great for nights out, holidays and watching Marley And Me.

Score: 93/100

From the Hoola bronzer to the POREfessional primer, Benefit products are cult classics, and this time it’s the Badgal Bang! Waterproof Mascara taking centre stage. It has a slim, silicone wand (great for lengthening) that douses your lashes in a jet-black coating.

The coating contains super-lightweight aero-particles to lift lashes without weighing them down. All testers agreed that it lasted all day without any smudging, with one tester telling us it’s now their go-to going out mascara. Another praised the “va-va-voom” effect and described the brush as “magic”.

Score: 88/100

With the help of a high-definition wave brush and added multi-dimensional fibres that wrap around each lash, this mascara will have your lashes going from length to length.

Testers loved the tapered wand, which meant they could target smaller lashes with the thinner end and use the chunkier end to add more volume.

“I liked the chunky design, as it made it easy to hold,” added one panellist, scoring it extra points for ease of application. Chunky doesn’t mean clumpy, though, you’ll be glad to know, with most agreeing they were able to achieve their desired look with no clumping or clogging. We tested the black mascara, but you can also get it in brown for a subtler look.

Score: 87/100

If your morning coffee isn’t quite doing it for your tired eyes, then reach for this caffeine-infused mascara, which claims to have you looking bright-eyed in no time. It’s enriched with biotin, a moisturising agent, and added fibres to give lashes an extra lifted look, perfect for the morning after the night before. The curved wand is designed to cover every lash, with one of our testers saying it “helped lashes look accentuated and lengthened.”

It’s also long-lasting and “doesn’t give you panda eyes”, according to another panellist. Our lab results backed this up too – it scored full marks for being smudge- and waterproof.

Score: 87/100

It’s the colour of the season and it’s made its way into our makeup bags in the form of this rich brown mascara. Makeup artists often recommend switching from black to brown for a softer look; it particularly complements lighter eyes but will look good on anyone looking for a more understated finish. “It’s a nice, natural shade compared to the standard black,” agreed one of our testers. But can we all collectively agree to leave the electric blue mascara of the nineties firmly in the past...

The lengthening mascara scored well for its smudge-proof capabilities, with one tester noting it didn’t transfer onto their bottom lashes, despite this being an issue they frequently experience because of their eye shape. While some did find it difficult to take off, it’s nothing an oil-based makeup remover couldn’t tackle.

Testers also appreciated the squeezy tube dispenser, which allows you to pick up every last drop. Expect every lash to be coated in this nourishing keratin-infused formula too, thanks to the curved 90-degree wand.

Score: 84/100

The thicker, angled brush of this mascara makes it a great volume play for Lancôme, and we (and our testers) can vouch for that. All testers were happy with the amount of volume it delivered, with one calling it “brilliant”.

This is thanks to the 123 different bristle sizes in the brush, which are there to make sure every one of your lashes are picked up, while the curved edge of the wand creates a curled and lifted effect. The gel emulsion formula delivers a clump-free and smudge-proof application, too. Multiple testers praised how easy and quick it was to apply, with one saying the brush picked up the “exact right amount of product from the tube”. Gorgeous, fanned-out lashes in the blink of an eye.

Score: 81/10

Though easy on the purse strings, our testers were delighted with the luscious length this mascara gave their lashes. Most were also satisfied with the buildable volume it delivered, with one noting how it made lashes “look thicker and longer after adding more layers”.

This mascara has been on the shelves for more than 30 years, so it’s had three decades to finesse the formula, which the brand says is suitable for sensitive eyes and contact-lens wearers. It’s also clump-free and water-resistant too, which most our panel attested to. Make your money (and lashes) go further with this excellent budget buy.

Score: 81/100

The long-lasting formula isn’t the only selling point of this mascara – our testers also loved the “luxurious” gold packaging, which oozes quality from the inside out. Everyone found the smudge-proof and long-wearing formula easy to remove as well, something that can often be a struggle.

The brush has an hourglass shape, which one tester said, “coated every last individual lash, giving them a curl effect at the end” – so put down those falsies.

Score: 80/100

The price equates to quality when it comes to this Hypnôse mascara, developed by French powerhouse Lancôme. One tester loved how it “didn’t clump, and made my lashes look longer and enhanced” – what more could you want?

The curved wand is designed to coat the lashes, giving you a thicker, bolder finish. The formula is also enriched with vitamin B5, which works to thicken hair and create a protective barrier around the strand shaft, helping to prevent damage. One tester did wish it dried more quickly but was willing to forgive this “for such a good product”.

Score: 80/100

The Telescopic mascara from L’Oréal uses a flat-surfaced multi-comb, lined with soft bristles to target each individual hair, which makes it ideal for lengthening shorter lashes.

Each of the bristles also has a miniature hook on the end, to ensure all hairs are picked up. And all our testers agreed that the wand helped lengthen lashes, although one did feel it was slightly flimsy, so apply pressure with caution.

The formula is made with lengthening fibres, which can be built up to fan out each lash, with bold results, according to one tester. Bravo.

Our winning Colossal mascara from Maybelline is a no-brainer if you want strong pigment, length and volume at an affordable price. If you have a little bit more budget and are after serious volume, try Lancôme’s Lash Idôle.

Going from the office straight to drinks? Then let Eyeko’s Waterproof Mascara keep your eyes looking bright and fresh all day (and night) long. Guaranteed not to budge.

At the Good Housekeeping Institute, we’ve been testing products for more than 100 years – from massage guns and rowing machines to hot brushes and mattresses – so we know what we’re looking for.

Our beauty tester Denny Daily has reviewed thousands of market-leading products, from lipsticks to heated hair stylers and many more. She oversaw our mascara tests, using specialist machines in the lab to assess the smudge-proof and waterproof properties of each, as well as analysing panel feedback to crown our winners.

Our writers are also experts in the field. Lifestyle Writer Madeleine Evans works closely with our testing team to transform our results into easy-to-read copy. She’s always looking out for the newest buzzy beauty launches and has written across a range of products from skincare to makeup and haircare.

Madeleine is our Lifestyle Writer, specialising in expert-tested reviews and round-ups on the latest beauty Beauty and Health & Wellness products. From skincare to protein powders, Maddie is committed to providing honest and helpful reviews to help guide readers to the best product for them. Maddie has a BA in English Literature and Language, which stemmed from her lifelong interest in reading and writing. She started her post graduate life at Hearst UK within a marketing capacity, which quickly turned into a desire to fulfil a writing career.

When she is not writing about the latest expert reviewed products, you can find her rifling through vintage shops or car boots, reading a print magazine, or capturing portraits on her film camera.

Denny is our Beauty and Grooming Tester and has an in-depth knowledge and background in beauty and PR. She has spoken on panels with Cosmetics Executive Women (CEW) and has worked with many beauty brands as a commercial model. Since joining in October 2022, she has worked on numerous testing categories including over 18 different brands for vitamin C serums, scalp scrubs, shampoos for dry hair and many more. She has over 20k followers on TikTok where she shares beauty and fashion tips otherwise better known as Denny Daily.

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