The 14 Best Mascaras at Target for Fluttery Lashes, Tested and Reviewed by Editors

It’s not everyday that you discover a top-tier mascara that outperforms in its waterproof version — and for only $6, no less. According to our testers, it’s safe to say that the E.l.f. Lash It Loud Waterproof Mascara is one of Target’s many hidden gems. Its flexible silicone wand applicator separates and lengthens each and every lash, due to long bristles that run both vertically and horizontally. The bristles even form a spiky ball tip at the end of the wand for maximum control over a fluttery flare. The formula comes in a deep black pigmentation, which creates a glossy and bold lash look with absolutely zero risk of running.

Editor testing and review notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not only for its staying power, but also for it ability to create defined volume and length. Its silicone brush effectively combs each lash from root to tip, while its small shape and spiked end accesses finer lashes in the inner and outer corner. This mascara was tested in the shower, at the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging. When you’re ready to wash it away, a makeup removing cloth or simple eye-safe face wash will do the trick, without any harsh rubbing or risk of losing any lashes in the process.” — Commerce Writer & Producer Olivia Cigliano

What testers say: “I. Love. This. Stuff. This mascara stays put, which is what I really want in a mascara. The brush is unique – it has very short, stiff bristles. I thought I would dislike it at first, but I have found that it really helps me get some of the tiny lashes in the outside corner of my eyes, and I get no clumps using this wand. The formula is very buildable, from subtle and natural with one coat to almost falsey-levels with three or four coats.”

Volume: 4.5/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 5/5 rating

Price upon publish date of this article: $6

We’ve tried dozens of tubing mascaras at every price point, and while these formulas sounds great in concept, they tend to either be a hit or a miss. However, Clinique’s High Impact High-Fi Volume Mascara is a slam-dunk. It truly delivers transformative drama, whether from its pitch-black pigment, elongating lash extension fibers, or conic wand that makes flaring out the lash line quick and effortless. Its gel-like formula works just like a hair gel, where the unique High-Def Wave Brush cleanly combs each lash and distributes an even amount of product with each swipe.

Editor testing and review notes: “This mascara is a dream for daytime wear. A lot of volumizing formulas can leave your lashes looking dense and heavy, but this one nicely separates each little hair, resulting in a fuller look without clumps. I was especially surprised by how well the medium-length bristles extended the length of my lashes with just a few swipes — it’s the best for fluttery, full lashes.” — WWD Shop Senior Beauty and Lifestyle Commerce Editor Claire Sullivan

What testers say: “I honestly believe I have tried every mascara ever made, but could never find the volume and the length I was looking for. This is it! The volume, the length, the longevity! It never flakes! It’s amazing!”

Volume: 4.8/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating

Price upon publish date of this article: $28

Celebrity makeup artist Katie Mellinger previously told WWD that the Murumuru Butter Blowout Mascara from Physicians Formula is one of the first drugstore mascaras on the market to infuse conditioning ingredients that support natural lash grown — so we obviously ran to our local Target to test it for ourselves. The creamy and buildable all-in-one formula is jam-packed with lash hydrators, such as fatty acids, vitamins, and keratin, which serve as a conditioning and strengthening treatment with wear. The round bristle brush is slightly feathered, which is perfect for creating a wispy finish with plenty of control over the amount of product that is applied.

Editor testing and review notes: “I had never used an eye makeup product from Physicians Formula but the brand’s Butter line always leaves me impressed, so I was excited to take this one for a whirl. It gives the lashes a fluttery and natural look that I find ideal for daily wear. The texture of the product leans dry, which works best for building volume and separating sparse lash lines, and I’m happy to report that the conditioning ingredients worked their magic — the mascara washed off cleanly and left my lashes feeling so soft at the end of the day. If you put your lashes through the ringer, like routinely curling them or wearing false lashes, this mascara may work well as a wearable restorative treatment.” — Cigliano

What testers say: I used this mascara first time three days ago and absolutely love it. I don’t need a magnifying mirror to apply. It goes onto my lashes and not all over my eyelids. The brush is like a comb and the liquid that comes out isn’t drippy or splotchy at all. It simply separates my lashes beautifully, applies an even amount of mascara on each lash, and leaves no clumps. Also, despite the word ‘butter’ in the name, it stays on all day without smearing!”

Volume: 4.8/5 rating | Length: 4.6/5 rating | Definition: 4.8/5 rating | Long-wear: 4.7/5 rating

Price upon publish date of this article: $13.29

The Wet N Wild Mega Length Mascara is a stellar mascara from Target under $5. It stands out from other mascaras for its super flexible Precision comb brush, which makes it much easier to define each hair and address the fine details in hard-to-reach corners. Infused with softening and conditioning vitamin E, this formula has a distinct wet texture that’s smooth and buildable with no clumping (even after three coats!). We especially recommend this lengthening Target mascara for those with fine lashes who are typically weighed down by thicker formulas.

Editor testing and review notes: “On its own, this is a great casual lash-lengthener, but for girls like me who love drama, it makes for a great lash topper. I reach for it when other mascaras aren’t doing what I need them to — it removes clumps, fans out the lashes, and seals the curl. It turns everything up a notch with little effort and deep black pigment. Chef’s kiss.” — Cigliano

What testers say: “I love this mascara! It coats each last individually and it goes on so smooth! It is one of my favorite mascaras. This is my go-to when I prestige mascaras aren’t in the budget, and it works just as well!”

Volume: 4.6/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 4.7/5 rating

Price upon publish date of this article: $4.19

Almost all of the best E.l.f. products get viral applause on TikTok, and the Lash N’ Roll Mascara is definitely no exception. On the app, it’s featured in over 11.2 million videos where users share rave first impressions — and it doesn’t take a deep dive to discover that most are left shocked by its ultra-affordable price point. The curved applicator shape is where all the magic happens; as you swipe, it pushes the lashline toward the sky, making the eyes look bigger and brighter. And, the silicone wand is double-sided, featuring alternating short and long bristles that snatch onto every little hair.

Editor testing and review notes: “I pretty much refuse to do my makeup without my trusty eyelash curler, so it means a lot when I say I don’t need it with this mascara. I particularly love that the silicone wand is stiff because it allows me to really get to the root of each lash and swipe upward toward the tip. It results in a wide-eyed effect that did not fall throughout long hours of wear.” — Cigliano

What testers say: “This is perfect for daily use. If you’re going for a more simple or natural look, I highly recommend this mascara. It barely smudges compared to high-end products. The wand distributes an equal amount of mascara, so application is never an issue. Although it is easy to remove with soap and water, it lasts all day and night.”

Volume: 4.6/5 rating | Length: 4.8/5 rating | Definition: 4.8/5 rating | Long-wear: 4.9/5 rating

Price upon publish date of this article: $6

If you’re attuned to the most popular TikTok beauty products, you’ve likely already heard about the magic of the Essence Lash Princess False Lash Effect Mascara. It happens to be on the top of Target’s bestseller list, too, with well over 1,200 five-star customer reviews. Not only is it beloved for its super affordable price tag, but it also delivers on drama with a pitch-black thickening formula. Its conic fiber brush grips the lash line to build up volume, and length, while a tapered end catches tiny hairs for a fanned-out effect. The Lash Princess False Lash Effect mascara is also free from silicones, parabens, and fragrance, so it’s suitable for sensitive eyes and contact lens wearers.

Editor testing and review notes: “This mascara shines for its dramatic color payoff and instant thickening effect. You really only need a maximum of two coats with this mascara, unless you prefer a chunkier lash look, because just one coat will provide substantial volume and length. Keep in mind that its formula does result in a heavier lash feel, but it’s a teeny tiny price to pay for its ideal application and unbeatable price point.” — Cigliano

What testers say: “I LOVE this mascara. I thought it wouldn’t do much but it’s amazing. It makes my lashes so long and I love it as well for the bottom ones too. And it’s cheap!!!”

Volume: 4.9/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating

Price upon publish date of this article: 4.99

The It Cosmetics Super Hero Stretch Volume Mascara is a hidden gem in the Target beauty department, considering that it doesn’t even rank in the retailer’s bestsellers. However, it certainly continues to wow editors through every next round of testing, due to its triple-threat of superpowers: Transformative length, buildable volume, and clump-free definition. Its Elastic Stretch Technology formula was actually developed with plastic surgeons, where it visibly stretches the lashes with the help of lifting polymers. Collagen works to build thickness, while biotin, proteins, and peptides keep the lashes soft and fluttery for long-term strength and flake-free wear.

Editor testing and review notes: “The name says it all — this mascara should wear a cape. It’s holy grail-worthy. The formula isn’t slick-wet, but just damp enough to separate and lift my lashes while building impressive thickness and length. It’s the best mascara for a false lash look; I haven’t touched my stock of falsies in ages because just one or two coats of the pitch-black formula does the trick for a night on the town. I like to focus the product on my outer lashes for a fanned-out look, which are easy to access with the narrow brush applicator.” — Cigliano

What testers say: “This is the best mascara I have ever used, and I have used a lot. My lashes get so long and full so quickly! Would definitely recommend to everyone!”

Volume: 5/5 rating | Length: 5/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating

Price upon publish date of this article: $16.80

If you haven’t seen the L’Oreal Paris Voluminous Panorama Mascara on your TikTok FYP yet, meet the newest it-mascara from Target. It’s already gained over 115 million views and searches on the app, with beauty lovers — including brand partners Kendall Jenner and Alix Earle — gushing over its extreme lengthening lash effects. So what makes it so special? The formula’s “stretchflex” complex that, similar to a tubing mascara, envelops the circumference of each lash fiber in a featherlight, touchable hold. Our testers are happy to report that its 25 hour long-wear claims ring true, while its buildable formula creates impressive results in just a single coat.

Editor testing and review notes: “L’Oreal mascaras tend to be too wet and clumpy for my lash type, but Panorama left me impressed. Although it took a few swipes to separate the lashes to my satisfaction, the bristles successfully combed the product from root to tip, resulting in a pretty wispy effect that effectively transformed my eyes without appearing overly dramatic or overdone. I found it easy to flare the outer corners of my lash line for a flattering cat-eye effect and noticed zero flakes or smudges after a long day at the office and a post-work fitness class. The formula also effortlessly melted away with just a simple face wash.” — Cigliano

What testers say: “This is possibly the best mascara I’ve ever used. It’s buildable and adds so much length and just enough volume. People have asked me if I’m wearing false lashes. The BEST. Other reviews mention that it doesn’t come off, but it’s a tubing mascara and is supposed to basically surround your lashes. You have to pull it off while you’re washing your face and it’ll come right off. Do not hesitate to buy this mascara!”

Volume: 4.7/5 rating | Length: 4.9/5 rating | Definition: 4.8/5 rating | Long-wear: 5/5 rating

Price upon publish date of this article: $12.99

Did you know that the Too Faced Better Than Sex Mascara was once crowned the number one top selling mascara in America? Well, according to our testers, and 22,000 five-star ratings by Target customers, it certainly lives up to the hype. This two-time Editor’s Choice winner delivers on drama with a pitch-black thickening formula that builds big volume and length in one even coat. The game-changing wand comes in a bulbous hourglass shape, which works to curl the center of the lash line upwards, while pushing and flaring out the inner and outer corner eyelashes. Plus, it’s formulated with film-forming polymers that preserve the false-lash effect, all while peptides condition the lashes underneath.

Editor testing and review notes: “If you love thick, black, voluminous lashes and you haven’t tried this mascara — you’re missing out. Better Than Sex has been one of the most reliable mascaras in my makeup bag over the years because I know it’ll always give me a dramatic effect without pesky clumps or flaking throughout the day. While its formula and hourglass wand is comparable to the lower cost L’Oreal Paris Voluminous Lash Paradise Mascara, I still always go back to Too Faced for its dryer consistency. I also swear by the waterproof version for extra smudge-proof wear in the hotter months.” — Cigliano

What testers say: “I love how much volume this mascara gives my lashes! It isn’t clumpy and it’s easy to build. I get asked all the time if I am wearing eyelash extensions.”

Volume: 5/5 rating | Length: 4.9/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating

Price upon publish date of this article: $29

The Firework Volume and Length Mascara is a hot new release from Maybelline that’s already reached bestseller status at Target — and earned over 47 million views on TikTok. Described by the brand as the ticket to “main character lashes,” it lives up to its name with explosive, fanned-out volume and flattering eye definition. Its unique Superspark Brush is spiral-bound with different bristle lengths to grip and extend each hair, while conditioning Pro-Vitamin B5 leaves the lashes flexible and flake-free.

Editor testing and review notes: “I have enjoyed the lot of Maybelline’s Lash Sensational line, so I had high hopes for this new Firework formula. The bottom line? It’s my favorite from the collection. The formula itself is not too wet, not too dry, which pairs perfectly with the long, rubber bristles that effectively comb out clumps as pigment is deposited. It results in extended and defined lashes that last all day long — even through my post-work cardio workout. Plus, I love how the cute hot pink tube is wrapped in ridges, so it will roll away off your vanity table.” — Cigliano

What testers say: “I have pretty straight lashes and this mascara gave a good lift AND length, which is hard to find in mascara. Lasted all day, no smudging or flaking. Definitely found a new favorite!”

Volume: 4.8/5 rating | Length: 4.8/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating

Price upon publish date of this article: $10.99

Covergirl’s Lash Blast Cleantopia Mascara is one of the best clean mascaras at Target for those with sensitive eyes or who have a preference for totally vegan formulations. It’s actually Covergirl’s first-ever plant-based mascara, with 100% cellulose plant fibers, aloe leaf extract, ceramides, and sustainable maracuja oil, which all work together to naturally condition, lengthen, and thicken the lashline. Plus, it omits potentially irritating ingredients such as parabens, sulfates, talc, and mineral oil — without skimping on the drama.

Editor testing and review notes: “I’m a big fan of the original Covergirl Lash Blast Clean Volume Mascara — which we originally ranked in this article — so I was intrigued to try this totally new iteration. Rather than a stiff, tapered wand that works like a comb, Cleantopia’s hourglass bristles effectively deposit thick (not clump) coats of mascara that build seamless volume. This formula actually holds a curl very well and feels soft to the touch with wear. While it’s not an especially lengthening mascara, I would recommend it for that feathery, flared-out effect.” — Cigliano

What testers say: “I purchased this mascara when they were out of my usual brand. I am so happy it was, because this will absolutely be my go to!! Wonderful coverage, perfect thick yet soft brush and all-day wear! Love this!”

Volume: 4.8/5 rating | Length: 4.6/5 rating | Definition: 4.8/5 rating | Long-wear: 4.9/5 rating

Price upon publish date of this article: $9.44

Maybelline’s Colossal mascara collection encompasses a range of formulas that claim mega-volume results, but our testers agree that the bestselling Colossal Curl Bounce Waterproof Mascara is the cream of the crop. Off the bat, its waterproof 24-hour staying power didn’t drip through sweat or even a shower, making for a reliable option to carry you through the sweltering summer months without sacrificing on dramatic lash results. The ‘Curl ’N’ Bounce’ brush coupled with Maybelline’s unique ‘Memory-Curl’ formula impressively lifts the lash line into a tight-holding curl that, for most lash types, forgoes the need for a lash curler. The formula hits the sweet spot between a wet and dry texture, which allows the product to properly extend and define each lash with deeply pigmented definition.

Editor testing and review notes: “This discovery may just be holy-grail worthy. As a longtime fan of the Colossal range, I was excited to dry out Curl Bounce’s plush, curved wand, and was left impressed by its ability to effortlessly fan the lash line and build dramatic volume in just a few swipes. As opposed to other curl-boosting mascaras I’ve tried, this wand doesn’t front such a steep C-shape, which I found to grant me a lot of control as I pushed the bristles up through the roots. I’m also an avid eyelash curler user, but I’d feel just fine packing this mascara without one if I’m limited on space in my makeup bag.” — Cigliano

What testers say: “Since age has taken some of my lash volume and now they are less likely to hold a curl, I decided to give Colossal Curl Bounce a try. I absolutely love it and I am very picky about mascara. My lashes appeared thicker without clumps or flaking and the curl remained until I washed it off. I definitely recommend this to anyone over the age of 50.”

Volume: 5/5 rating | Length: 4.9/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating

Price upon publish date of this article: $11.29

Whether you have lashes that grow straight out or you want a mascara that holds the boost from your eyelash curler, Benefit’s Roller Lash mascara reliably does the trick. Not only is it a Target bestseller, it’s also an essential in Alix Earle’s makeup routine, who’s constantly featuring it on her TikTok page for a dramatic eye look. Its curling brush grips onto the entire lash line to suspend your fringe upward for a bright-eyed effect, while its thickening formula builds the lashes up to doll-level lengths. It’s also formulated with provitamin B4 and serine, a type of amino acid, which condition the lashes for a soft — not crunchy — feel.

Editor testing and review notes: “I always replenish my stock of this mascara as soon as I’m running low. I’ve tried dozens of mascaras with high claims, but this one does it all. It adds volume, separates my lashes, and enhances curl. I also love that the rubber lid is textured, which adds a helpful grip during application. This mascara is also super easy to remove with a cleansing balm or makeup remover, and doesn’t leave raccoon-eye residue under my eyes the next day.” — Senior Beauty & Lifestyle Commerce Editor Claire Sullivan

What testers say: “I have tried every high end or drugstore mascara out there, and this tops them all for me. Nothing else gives me a perfect curl like this one. I wish they’d come out with a waterproof version!”

Volume: 4.9/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 4.8/5 rating

Price upon publish date of this article: $28

The iconic L’Oreal Paris Telescopic mascara is our top pick for achieving eye-popping lash lengths. Its super narrow Precision Brush effectively works like a fine-toothed comb to catch the lashes at their base and transform them to exceptional size. The wand may look typical to the naked eye, but it’s actually equipped with two sides for dual control; the flat side works to build length while the other separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Target offers its full range of formulations, including its lifting, balm, and waterproof iterations — the latter being one WWD Shop editor’s go-to for defining the lower lashes.

Editor testing and review notes: “As someone who leans toward big wands and thicker formulas, I was surprised at how well Telescopic exaggerated my lashes. The linear wand allows you to comb the whole lash line in one swipe, which results in a smooth, even application. Its more wet consistency and separating wand will work well on those with fine lashes, while short lashes will appreciate its elongating effect. I particularly reach for the waterproof version of this mascara for my lower lashes, since the wand is small enough to get a tight grip on fine hairs and the formula never smudges on my under eye after hours of wear.” — Sullivan

What testers say: “I haven’t used this mascara since high school and was reminded about how good it is. I love how precise the brush is on both the top and bottom eyelashes. It’s not super volumizing but great for everyday and as a base for a more volumizing mascara when I want to look more done up. I don’t think I’ve found another mascara that separates lashes as well as this one!”

Volume: 4.3/5 rating | Length: 5/5 rating | Definition: 5/5 rating | Long-wear: 5/5 rating

Price upon publish date of this article: $13.99