Mascara has become one of the most popular makeup products on TikTok, with videos featuring mascara tutorials and reviews frequently going viral. In fact, the hashtag #mascara has over 12 billion views on TikTok as users share their tips, tricks and product recommendations.
The visual nature of TikTok makes it the perfect platform for showcasing dramatic before-and-after mascara transformations. Short videos allow creators to quickly demonstrate mascara’s ability to lengthen, volumize and curl lashes. This provides valuable information to viewers looking for their next new mascara to try.
Many popular mascaras like L’Oreal’s Lash Paradise, Essence Lash Princess and Benefit They’re Real have gained fame through TikTok. Mascara products that give a falsies-like look or extreme volume seem to gain the most traction. With so many mascaras to choose from, TikTok has become a key source for discovering top performing formulas.
Brief History of Mascara
The origins of mascara can be traced back to ancient Egypt around 4000 years ago. Egyptian women used a substance called kohl made from a mixture of soot and oils that was applied around the eyes to protect from sun damage and enhance appearance. Ancient Egyptians viewed the eyes as a symbol of divinity, so enhancing them was considered sacred. The word “mascara” is thought to derive from the Spanish word “máscara” meaning mask.
In the Victorian era, women used a version of mascara made from lampblack and elderberry juice. More modern mascara emerged in the 19th century as cosmetics became more widespread. Key innovations included the invention of the spiral brush in 1915 and the first cake mascara in 1917 by chemist Eugene Rimmel. The 1950s saw the rise of tubing mascara, which formed tubes around lashes rather than painting them. In the 1960s, a woman named Lenna Shalton developed the first waterproof mascara. One of the most recent key advancements was the vibrating mascara brush pioneered by brands like Lancôme in the 2000s. Today, mascara continues to be an iconic and versatile cosmetic product.
Why Mascara is Popular on TikTok
Mascara has become incredibly popular on TikTok for a few key reasons. First, TikTok’s short video format is perfect for makeup tutorials and product reviews. The quick videos allow users to easily demonstrate mascara application techniques and show before-and-after transformations. Additionally, mascara lends itself well to the viral trends and challenges that are ubiquitous on TikTok. Users are constantly trying out mascara hacks and reviewing new mascara products.
Mascara’s popularity is also driven by TikTok’s core demographic. An estimated 60% of TikTok’s users are between the ages of 16 and 24. Makeup and beauty content is highly engaging among this Gen Z audience. Young users are fascinated by the mascara tricks that enhance eyes and lashes. The hashtag #mascara alone has over 12 billion views on TikTok. Clearly, mascara is a staple of the platform.
The Rise of L’Oreal’s Lash Paradise Mascara
L’Oreal’s Lash Paradise mascara first launched in early 2017 and quickly became a viral sensation on TikTok. The volumizing and lengthening mascara delivered dramatic results that beauty influencers loved showing off in videos. One of the first viral videos showcasing Lash Paradise came from TikTok user @caseytcole in August 2020, garnering over 4.5 million views (https://www.tiktok.com/@caseytcole/video/7280635029561052458).
The mascara became a top-seller following its viral fame on TikTok. In 2021, L’Oreal reported that Lash Paradise had reached over $230 million in global sales since its launch. The company credited TikTok and social media influencers for much of the mascara’s success. Lash Paradise stood out for its large, fluffy brush and ability to add extreme volume and length to lashes. The mascara’s popularity has endured on TikTok, with beauty influencers continuing to showcase the dramatic before-and-after results.
Maybelline Lash Sensational Mascara
The Maybelline Lash Sensational mascara first launched in January 2016 and quickly became a favorite on TikTok for its ability to add major length and volume. Videos reviewing and demonstrating the mascara have racked up millions of views, with the #lashsensational hashtag garnering over 330 million views.
Many TikTok users praise the Lash Sensational for its fan-like brush which helps coat every lash and separate them. The mascara’s formula contains bamboo extract and is buildable to achieve a fuller, feathery look that pops on camera. Beauty influencers often recommend layering the waterproof version of Lash Sensational for extra hold during dancing videos.
The viral nature of the Maybelline Lash Sensational mascara on TikTok has contributed to its impressive sales. In May 2021, the brand reported the mascara was its highest grossing makeup product, with sales up more than 50% year-over-year. This growth is likely fueled by the product’s popularity on TikTok, where tutorials and reviews make up some of the most-viewed beauty content.
Source: https://www.tiktok.com/discover/maybelline-lash-sensational-mascara?lang=en
Benefit Cosmetics They’re Real Mascara
Benefit Cosmetics launched They’re Real! Mascara in 2011. It quickly became a cult favorite due to its ability to lengthen, volumize, and curl lashes. On TikTok, beauty influencers have raved about the mascara’s impactful look.
As noted in this popular TikTok video, the custom brush design helps coat every lash and provides dramatic length and volume. Reviewers say it helps lashes look fuller while avoiding clumps. The smudge-proof formula ensures it lasts all day without flaking or smudging.
They’re Real! Mascara became Benefit’s best selling product shortly after its launch. In 2019, the mascara brought in $394 million globally. Today it remains one of Benefit’s top selling and most iconic products, frequently touted by beauty lovers on TikTok as a mascara that lives up to its name by delivering noticeable, dramatic length.
Too Faced Better Than Sex Mascara
Too Faced Better Than Sex Mascara first launched in 2013 and quickly became one of the most popular mascaras on the market. On TikTok, the mascara has amassed over 284 million views and is frequently mentioned in reviews and makeup tutorials. Users praise the mascara for its ability to provide extreme volume and length to lashes (https://www.tiktok.com/@c4tluvr666/video/7195604466668686638?lang=en).
In terms of sales, Too Faced Better Than Sex Mascara hit a milestone in 2019 by selling one tube every seven seconds globally. By 2021, the mascara had generated over $1 billion in sales revenue since its initial launch. The mascara’s popularity on TikTok has likely contributed to its continued strong sales performance.
Essence Lash Princess Mascara
Essence Lash Princess Mascara first launched in 2013 and has become a cult favorite among beauty enthusiasts. This budget-friendly mascara is extremely popular on TikTok, with videos featuring it receiving millions of views. The hashtag #essencelashprincess has over 180 million views on TikTok.
Much of the Lash Princess mascara’s popularity stems from its low price point. Typically retailing between $4-$5 USD, it provides a dramatic, false lash effect at a fraction of the cost of high-end brands. For many consumers, it has become a go-to mascara for achieving bold lashes on a budget.
Specific factors driving Lash Princess’ popularity on TikTok include its elongated brush, smudge-proof formula, and ability to hold a curl all day. User reviews praise its separating, volumizing and curling abilities. While Essence frequently releases updated iterations, the original Lash Princess mascara remains a top drugstore mascara choice for TikTok users and beauty influencers.
Other Notable Mascaras on TikTok
Here are a couple other mascaras that have gained popularity on TikTok:
Clarins Double Fix Mascara is loved for its lengthening and volumizing effects. It contains castor oil and natural waxes to condition lashes. This TikTok video shows how it can transform lashes.
Tarte’s Lights, Camera, Lashes Mascara is a cult favorite for its ability to curl, lengthen, and add volume. As seen in this viral TikTok review, it delivers dramatic lashes.
The Takeaway
So which mascaras have gained the most popularity and gone viral on TikTok? Based on user reviews and engagement, the standouts seem to be L’Oreal’s Lash Paradise, Maybelline’s Lash Sensational, Benefit’s They’re Real, and Too Faced’s Better Than Sex mascara. Essence’s affordable Lash Princess has also developed a cult following.
These mascaras tend to go viral due to their ability to provide dramatic, fuller-looking lashes with a single coat. Their formulas allow for smooth, clump-free application. Many beauty influencers demonstrate the before and after transformation these mascaras can create. The packaging and brand name also play into the hype surrounding certain mascaras. Overall, the mascaras making waves on TikTok manage to make lashes look perfectly fanned out and voluminous.
