When it comes to mascara, the usual choice has been between deep black or soft brown. But now, a subtle new shade is gaining popularity for lashes. Noticeable yet not too dark, it catches the light with a gentle, almost mesmerizing effect, making eyes appear larger and brighter. It’s officially time to try gray mascara.

Where did the gray mascara trend begin?
A trend from the ’90s that’s gaining traction on TikTok, gray mascara has been used for decades in film and editorial photography. It softly defines the eyes without looking harsh or overpowering.

For makeup artists, gray mascara does everything darker formulas do—it defines the eye shape, fans out the lashes, and creates the illusion of lifted, more awake eyes. But unlike black mascara, gray tends to blend into the background, making the whites of the eyes stand out instead.

Who does gray mascara suit?
For fair skin tones (often with lighter lashes), gray mascara is a game-changer. It softens features by mimicking the natural shade of lashes without weighing down the eyes.

On deeper skin tones, gray adds a contrasting pop of color, brightening the lashes that frame the eyes. On medium skin tones, it works similarly to a neutral brown, offering subtle, almost invisible definition. Both gray and brown mascaras are perfect for a natural, “no-makeup” makeup look.

Gray mascara is especially flattering for green and blue eyes, enhancing their undertones to make them look bright and awake.

How to choose the right mascara shade
– Black: adds drama
– Brown: softens
– Gray: highlights

Shop the trend
– Thrive Causemetics Liquid Lash Extensions Mascara in Whitney — $26
– Rom&nd Han All Fix Mascara in Long Ash — $19
– Eye Tone Curl Correcting Mascara in Ash Gray — $13
– Cosnori Perfect Setting Waterproof Mascara in Deep Ash — $10

Have a beauty or wellness trend you’re curious about? Let us know! Email Vogue’s senior beauty & wellness editor at beauty@vogue.com.

Frequently Asked Questions
FAQs Making Eyes Look Bigger with Mascara

Q1 Whats the surprising mascara shade that makes eyes look bigger
A Its typically a white or offwhite mascara The surprise is that its not black or brown but a light color that creates an optical illusion of larger brighter eyes

Q2 How does white mascara make my eyes look bigger
A It works by brightening and defining your waterline and your lash roots This adds contrast makes the whites of your eyes appear brighter and creates the illusion of more space and openness

Q3 Do I just apply it like regular black mascara
A Not exactly For the bigger eyes effect the key application is on the tips of your top lashes or more commonly on your lower waterline and lower lash roots You can also use it as a primer under your regular mascara

Q4 Wont white mascara look weird or obvious
A When applied subtly to the waterline or lash base its not meant to be starkly visible It creates a subtle brightening effect that people notice as more awake biggerlooking eyes not as white lashes

Q5 Can I use it if I have very dark features or deepset eyes
A Absolutely Its especially effective for deepset eyes as it helps bring them forward For very dark lashes use it as a primer or focus on the waterline to avoid a stark contrast on the lash tips

Q6 What are some common mistakes people make with this technique
A
Applying too much making the waterline look chalky
Using a lowquality product that smudges or irritates the eyes
Forgetting to set it with a nude or white pencil for longer wear
Applying it to the upper waterline which can sometimes make eyes look smaller

Q7 Are there other mascara shades that can make eyes look bigger