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Makeup trends come and go, but full, feathery lashes are forever. Unlike other eye makeup products like eyeshadow or eyeliner, mascara isn’t a one-size-fits-all makeup product. It performs differently depending on your lash type and length and comes in a wide variety of formulations for a host of lash goals and needs — which certainly comes in handy when you’re in need of summer-proof lash enhancers that won’t run under the sun. Ulta’s mascara offerings are best in class, running the gamut across every price point with options from emerging and established brands. WWD Shop editors put the best mascaras at Ulta to the test to identify top picks for exaggerated length, volume, and lift.
Whether you’re shopping heritage drugstore mascara brands like L’Oréal, investing in prestige mascara options from Lancôme, or dipping your toe into cutting-edge indie brands like Colourpop and Polite Society, Ulta’s got it all. And the selection only continues to grow — in the past year, we saw cult-favorite brands like Fenty Beauty and Charlotte Tilbury join Ulta’s beauty aisles.
What’s more, Ulta.com is one of the most user-friendly digital destinations to shop beauty, with more filters than most other retailers that allow you to narrow your search down to specific mascara needs, sensitivities, and lash preferences. The beauty mecca also offers many more regular sales events, flash deals, and customer perks. Any shopper can get free shipping on orders over $35 and free returns, and members of the Ultamate Rewards program (it’s free to sign up) enjoy other benefits, like points for all purchases that can be redeemed for discounts on the retailer’s wide selection of beauty products.
To curate the best Ulta mascaras that represent every formula type — including lengthening, curling, volumizing, and waterproof options — WWD Shop beauty editors conducted extensive tests and trials of 30 top mascaras at Ulta. We compared Ulta customer reviews, analyzed cult-favorite formulas, and paid special attention to lash serum-inspired mascara ingredients and formulations that offer different lash effects across the range of price points.
Top Mascaras at Ulta of 2024
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Testing Verdict: Top 3 Mascaras at Ulta of 2024
Ulta is a glorious crossover between a drugstore and prestige beauty retailer, so there’s an abundance of mascaras to choose from that you won’t find anywhere else. Selecting the right mascara for you will depend on your intended lash effect and lash type. For instance, short lashes will best benefit from a tubing formula, while those with sparse lashes may reach for a volumizing mascara. Instead of choosing just one favorite at Ulta, our editors narrowed down our top three picks for different transformative effects, based on two comprehensive rounds of product testing. Our front-runners, below:
- Too Faced Better Than Sex Waterproof Mascara: Too Faced’s cult-favorite mascara passed with flying colors among our editors across both the original and waterproof iterations after two rounds of testing. This formula delivers on drama with pitch-black pigment, a curl-boosting wand, and an effortlessly buildable volumizing formulation, along with healthy conditioning ingredients and exceptional summer-proof staying power.
- It Cosmetics Superhero Elastic Stretch Volumizing & Lengthening Mascara: If you’re in the market for a hero product, take your eyes off the sky and look to this one from It Cosmetics. We love this mascara as an all-around A-plus product to define, separate, lengthen, and thicken the lashes. Its dryer consistency makes it buildable, while biotin, peptides, and collagen condition the lashes for long-term lusciousness.
- Benefit Badgal Bang! Volumizing Mascara: Benefit often hits the mark when it comes to mascara and Badgal Bang! is no exception. Aside from the fact that it’s Ulta’s top-selling mascara, this formula stands out to our editors for its clump-busting rubber wand and ultra-volumizing formula. Plus, its long wear time actually outperforms many waterproof mascaras on the market.
Editor’s Choice
Too Faced Better Than Sex Waterproof Mascara
Editor testing review rating: 4.9/5 rating
Formula type: Lengthening, volumizing
Shade range: Black
Key ingredients: Acacia Senegal tree extract and peptides
Whether or not this mascara is better than — ahem — is still up for debate, but our editors can certainly report that it lives up to its hype. The famed Too Faced Better Than Sex Mascara is among the most popular and highest rated waterproof mascara formulas at Ulta, with over 2,400 five-star reviews. Our testers rave over its signature hourglass wand that applies product evenly as it defines and separates, along with its summer-proof staying power that can hold up to crying, swimming, sweating, or dancing in the rain. The bestseller earns extra points for its day-to-night building capabilities, and its transformative volumizing results.
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 falsies-level effect in just two coats. While its formula and hourglass wand is comparable to the lower cost L’Oreal Paris Voluminous Lash Paradise Mascara at Ulta, I still always go back to Too Faced for its dryer consistency. Plus, this waterproof formula is practically bulletproof — it’s my go-to in the summer months when I know I’ll be sweating, walking through heavy NYC humidity, or taking a dip in the pool.”
What testers say: “As a mascara snob, it’s hard to find one that checks all the boxes for me. I got this on sale with nothing to lose and ended up loving it! It really gives me full, fluffy lashes. It honestly looks like I’m wearing beautiful false lashes but they are my own. It builds easily and is truly waterproof — as far as crying or running in the rain to get into your car. My eyes are sensitive and water a lot and I found this stays put without any irritation. It lasts all day and still looks as natural and beautiful by the end of the day as it did in the beginning. I also love the packaging!”
Volume: 5/5 rating | Length: 4.9/5 rating | Definition: 4.8/5 rating | Long-wear: 5/5 rating
Price upon publish date of this article: $29
Editor’s Choice
It Cosmetics Superhero Elastic Stretch Volumizing & Lengthening Mascara
Editor testing review rating: 4.9/5 rating
Formula type: Volumizing, lengthening
Shade range: Black and waterproof formulations
Key ingredients: Biotin, collagen, and peptides
Holding out for a hero? You can count on It Cosmetics’ Superhero Mascara to save the day. Its long and narrow wand allows maximum control as you address the full lash line in one pass. The dryer formula is most effective for building thickness, separating the lashes for volume, holding a curl, and laying down major length. It’s also infused with biotin, collagen, and peptides, which support healthy lashes and nourish the surrounding skin.
Editor testing and review notes: “The name says it all — this mascara should wear a cape. 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. ”
What testers say: “Every time I use this mascara, I always get compliments and questions about which mascara I use. This is the BLACKEST mascara I’ve ever purchased. It extends my lashes longer than I’ve ever seen them and gives them major volume. A little goes a long way. I highly recommend this mascara!!”
Volume: 4.9/5 rating | Length: 5/5 rating | Definition: 4.9/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $28
Editor’s Choice
Benefit Badgal Bang! Volumizing Mascara
Editor testing review rating: 4.98/5 rating
Formula type: Volumizing
Shade range: Black
Key ingredients: Provitamin B5
This Benefit mascara packs a powerful punch as one of the best mascaras at Ulta for short lashes. It has a “slimpact!” wand that boasts a unique, 360 degree design that clings to each and every lash as it combs product from root to tip. The narrow, cone-like shape allows for a lash lift on the outer corner, while no inner corner hairs get left behind. Formula-wise, it’s infused with provitamin B5, which works to build thickness with each swipe and support lash strength down to the follicle. Benefit Badgal Bang! is a great all-around option for transformative definition without clumps, along with its longwearing and water-resistant formulation that won’t ditch you during the day.
Editor testing and review notes: “As someone who doesn’t settle for anything less than long, separated lashes that touch my brow bone, this Benefit mascara is a dream. I have naturally straight, fine, and average-length lashes, but, with a pump of an eyelash curler and a few coats of Badgal Bang!, I have superstar lashes. Keep in mind that you may experience minor smudging if you have especially oily eyelids like me, but as long as I apply eyeshadow primer it’s a non-issue. Upon application, I didn’t have any issues with clumping. I especially adore the rubber mascara brush for its true ability to separate the lash line for visible and defined volume.”
What testers say: “This is my DREAM mascara. I’ve always had tiny, short lashes. However, after applying this product, my lashes are almost two to three times their original length. I will always have this product as a part of my makeup routine.”
Volume: 5/5 rating | Length: 4.7/5 rating | Definition: 4.8/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $29
Lancôme Monsieur Big Volumizing Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Volumizing
Shade range: Black
Looking for va-va-voom volume? Meet Monsieur Big by Lancôme, the best mascara at Ulta for volume, according to our testers. As the name suggests, this mascara has a big, chunky brush that’s densely packed with wavy bristles. It layers on the volume and evenly distributes rich pigment across the lash line, all while extending lash lengths for a true false lash effect. This bad boy comes recommended by over 5,600 rave Ulta reviewers who deem it an all-time favorite for sparse lash lines.
Editor testing and review notes: “Lancôme’s Monsieur Big is a mascara I like to keep in rotation for special occasions or events — it brings the drama. Sticking to a lash serum with nightly use has made my lashes nice and long, but the tips can disappear into thin air without the right mascara. This defines those fine hairs so they look thicker, therefore making my lashes look longer. One coat of this delivers volume you’d only achieve from two to three coats of other mascaras.”
What testers say: “This mascara is the best I’ve found. I’ve tried so many mascaras, from drugstore brands to prestige — but Lancôme Monsieur Big is the one I keep going back to. It makes my lashes pop and adds so much length. I haven’t noticed clumping but it does smudge a bit under my eyes after some hours of wear.”
Volume: 4.8/5 rating | Length: 4.8/5 rating | Definition: 4.7/5 rating | Long-wear: 4.6/5 rating
Price upon publish date of this article: $30
Anastasia Beverly Hills Lash Sculpt Mascara
Editor testing review rating: 4.75/5 rating
Formula type: Lifting, lengthening
Shade range: Black
Key ingredients: Biotin, collagen, peptides
Anastasia Beverly Hills is best known for its top-notch eyebrow pencils and brow growth serums, so it’s not a total shock that the brand excels at lashes, too. The Lash Sculpt mascara improves upon the typical conic wand, as this fluted iteration is tightly constructed to snatch and stretch lash hairs to maximum length. The wand crescendos in width, which lifts the outer lashes up as you wiggle from root to tip. Its formula is infused with biotin, collagen, and peptides to condition the lashes underneath the product, leaving them soft to the touch.
Editor testing and review notes: “Serious makeup lovers know that Anastasia Beverly Hills won’t steer you in the wrong direction: The brand’s products supply high color payoff without looking painted on. The Lash Sculpt Mascara is a gorgeous addition to any caliber of glam; the formula’s wet consistency makes it highly buildable, so I can go light for daytime wear or pack on the pigments for a bolder look.”
What testers say: “I would buy this again and again. I do not usually wear mascara because I wear glasses and hate the smudge it leaves on them. This product did not do this. But I get compliments like CRAZY when I wear it. Who doesn’t want eyelash compliments? Just for that, I’ll keep it in my rotation.”
Volume: 4.6/5 rating | Length: 4.9/5 rating | Definition: 4.7/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $26
L’Oréal Voluminous Lash Paradise Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Lengthening, volumizing
Shade range: Blackest Black, Black, Mystic Black, Black Brown, Millennial Pink, and waterproof formulations
This mascara is a prime example of the beauty of shopping at Ulta — you can compare products across a wide price range to see if it’s better to save or splurge. The L’Oréal Voluminous Lash Paradise Mascara is a comparable affordable alternative to the Too Faced Better Than Sex Mascara that’s listed above, however, we did notice slight variations that make them both worth the mention. This formula has a wetter consistency, which works best for those with naturally short or coarse lashes, because it elongates the lash line as it builds volume. This best mascara at Ulta is also a favorite among celebrity makeup artists such as Mary Phillips and Ariel Tejeda whose A-list clients are constantly sporting thick, feathery lashes.
Editor testing and review notes: “The Voluminous Lash Paradise Mascara’s medium-large, slight hourglass wand fits snugly under the lash line and successfully works to grip, comb, define, and satisfyingly stretch each lash. The formula of the mascara is wet but not too watery, which aids in its ability to build thickness and avoid clumping. I found that it wears well over a long day, with no running or smudging, holds a curl, and is effortless to wipe away with a makeup removing cloth.”
What testers say: I have tried other drugstore mascaras in the past, but this is the one I reach for the most. I love how full my lashes look once I apply this mascara. I love that it reaches every lash, separates them, and lengthens them beautifully without clumping. This type of mascara brush is my FAVORITE! Chef’s kiss.”
Volume: 4.9/5 rating | Length: 4.8/5 rating | Definition: 4.7/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $12.99
Tarte Tartelette XL Tubing Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Lengthening
Shade range: Black
Key ingredients: Shea butter, niacinamide, panthenol
This newest mascara from Tarte has quickly risen to the top of Ulta’s mascara bestsellers list — surpassing its top-rated predecessor, the OG Tartelette Tubing Mascara. This XL iteration delivers on more lash extension-level length, with longer fibers and shine-boosting niacinamide. Conditioning shea butter and panthenol are infused in the formula to leaves the lash line softer after you wash it off, which can be done with just warm water.
Editor testing and review notes: “This mascara is among the best tubing formulas I’ve tried. As opposed to similar products, this one actually washes off without tugging or messy smears, and you can see all the little fibers gently melt from your lash line. Speaking of those fibers, they lay seamlessly on the lashes without any wonky ends poking up, leaving behind a true extension that gives you all the fluff and fluttery goodness you’d want in a lengthening mascara. The shape of the wand is super easy to use and I rarely get product transfer on my eyelid upon application.”
What testers say: “This mascara separates and lengthens lashes without getting clumpy. It stays put but comes off easy when removing. I slept with this overnight while camping and I didn’t wake up with gummy stuck together lashes. Overall I’m really impressed and definitely recommend!”
Volume: 4.7/5 rating | Length: 5/5 rating | Definition: 4.8/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $27
Charlotte Tilbury Legendary Lashes Mascara
Editor testing review rating: 4.85/5 rating
Formula type: Lengthening, volumizing
Shade range: Black
Fluttery lashes are one swipe away with the Charlotte Tilbury Legendary Lashes Mascara. Inspired by the lashes of Old Hollywood legends, this formula homes in on length and volume with a plush, slightly hourglass wand and a creamy, buildable texture. It’s been reformulated to resist smudges and humidity, amounting to all-day staying power that’ll keep your glam looking fresh from day to night.
Editor testing and review notes: “I take volumizing mascaras very seriously — I’m all about big, bold lashes — and this one from Charlotte Tilbury has earned my stamp of approval. For starters, the gold packaging looks so luxe on my vanity, but all the magic lies inside the tube. Its medium to large style wand aptly addresses my whole lash line in one swipe, and I found the formula to apply super smooth with no major clumps. It’s also very easy to build up for a thicker lash look.”
What testers say: “I feel like I have tried every single mascara out there and this is by far the BEST. It doesn’t smudge at all. So many other brands smudge but I have sweat and had 18 hour days with this mascara not budging. If you are looking for a lengthening and separating mascara, this isn’t necessarily for you, but if you care about volume and lasting power, no other mascara compares. I keep going back to this one.”
Volume: 5/5 rating | Length: 4.8/5 rating | Definition: 4.7/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $32
Polite Society Greatest Lashes of All Time Mascara
Editor testing review rating: 4.85/5 rating
Formula type: Volumizing, lengthening, curling
Shade range: Beyond Black
Key ingredients: Vitamin B5, carnauba wax, olive wax
If you’ve never tried Polite Society’s clean beauty bestsellers, allow us to introduce you to the top-rated Greatest Lashes of All Time Mascara. This “GLOAT” claims all-in-one results that instantly elongate the lashes, boost volume, and define the eye with a curling formula. Too good to be true? Think again. The brush is designed to adapt to any eye shape, and the bristles effectively cling to each and every tiny lash for a transformative coat with zero clumps.
Editor testing and review notes: “I came for the pretty purple packaging and stayed for the exceptional formula. What I like about this mascara is that compared to typical volumizing formulas, it applies so cleanly, so I don’t have to worry about heavy goops of product on my eye or having to wipe off wand excess before applying. Its right in the middle between a wet and dry formula, which bodes well for lash separation and visible length. This did not irritate my sensitive eyes, even with some happy tears shed while wearing contacts.”
What testers say: “I have very thin, short lashes, so I didn’t expect this stuff to be any different from drugstore brands. But it is! It really made my lashes look fuller and longer! I’m very impressed and this will be my forever mascara from here on out.”
Volume: 4.8/5 rating | Length: 4.8/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $27
Colourpop BFF Mascara
Editor testing review rating: 4.7/5 rating
Formula type: Lengthening, volumizing, etc.
Shade range: Black, brown, pink, yellow, red, blue, peach
Top-Quality Store Badge on Google: 4.8/5 stars
Ulta is the only widely-accessible beauty retailer that carries Colourpop in-store and online, so the only other way to get your hands on it is directly from the brand’s site (but you’d miss out on Ulta deals and perks!). Colourpop is favored for its high-pigment color cosmetics, like statement lipsticks or poppy cream blushes. The BFF Mascara is no exception — you can choose color options from blue, pink, yellow, red, and classic black, but we’re especially impressed by the Brownie Points colorway. The formula adds both pronounced volume and precise length upon instant application, while avoiding bulky product deposits that would otherwise overwhelm the lash line. The comb-like, twisted wand is made of nylon fiber, which boosts the lash line in a lift and reinforces a curl with each coat.
Editor testing and review notes: “As a long-time lover of Colourpop makeup, I was curious to try the brand’s take on mascara. Each hue from the line passed with flying colors, but the Brownie Points shade stood out from other brown mascaras we tested. I’m a super dark natural brunette, and its rich, warm brown color appeared natural but not too soft, as it effectively defined my eyes with depth. Aside from the color, BFF’s formula hits the sweet spot between not too wet and not too dry, meaning it delivers on length without clumping, and allows for building up to three coats.”
What testers say: “I love this so much!! I’ve been looking for a nice brown mascara for a while… this is perfect! The brown is just the right mixture between being dark but not looking to black or looking too light. Also I love the wand, it helps me get all my lashes without any clumping!!”
Volume: 4.8/5 rating | Length: 4.7/5 rating | Definition: 4.7/5 rating | Long-wear: 4.8/5 rating
Price upon publish date of this article: $9
Clinique High Impact High-Fi Full Volume Mascara
Editor testing review rating: 4.8/5 rating
Formula type: Volumizing, lengthening
Shade range: Black, black/brown
Key ingredients: Coconut, argan, and moringa oils
Clinique’s Hi-Fi is a stellar Ulta tubing mascara — its formula is blended with teeny tiny extension fibers that seamlessly elongate at the lash tip. This particular formula comes as a lightweight gel with a super hydrating feel from coconut, argan, and moringa oils. Not only does the mascara support lash growth and condition the lashes with wear, but it also won’t dry to a crunchy, flaky coating. It’s ophthalmologist-tested, allergy-tested, free of fragrance, and safe for sensitive eyes, which are just a few reasons why our testers scored this best mascara at Ulta with high marks across the board.
Editor testing and review notes: “Clinique’s recent mascara launch is a dream for daytime wear. Where many volumizing mascaras can leave you with super dense looking lashes, this one separates those hairs nicely for a fuller look without clumps. The medium-length bristles give you good control on short lashes, and they have a wavy design that grabs baby hairs with ease.”
What testers say: “This mascara is perfect for me. I’m 37 years old and I have tried almost every mascara out there. I like to layer my mascara, and I love how it doesn’t clump. It lengthens and seems to separate nearly every single lash, and it makes my lashes look thicker. It doesn’t flake or smudge. Using proper makeup remover, it easily comes off, therefore it does not damage them. In fact, I don’t need to use any lash serum because it has serum within the formula. People ask me if my eyelashes are real!”
Volume: 4.8/5 rating | Length: 4.7/5 rating | Definition: 4.9/5 rating | Long-wear: 4.9/5 rating
Price upon publish date of this article: $28
Tips for Shopping for the Best Mascaras at Ulta
Ulta is one of the best places to shop all kinds of cosmetics, whether in-store or online, because it’s always offering deals for savvy shoppers. There are so many deals that it can be tough to keep up with what sale event is in the pipeline. We’re breaking down key sales, plus other smart ways to shop mascaras at Ulta.
- Ulta 21 Days of Beauty: This sale event lasts for three weeks, starting every March and August, as Ulta’s most anticipated marathon of markdowns. The most recent installment offered limited-time deals, called Daily Beauty Steals, where customers could score up to 50 percent off new releases and bestselling products. There are new deals every day, across both prestige and drugstore makeup, skin care sets, hair care, hair styling tools, and makeup brushes. Those with an Ultamate Rewards membership also earn bonus points with every purchase during the sale.
- Ulta Black Friday Sale: Ulta always offers some of the best Black Friday beauty deals. Each year, Ulta kicks off the season of giving with a full week of price slashes, which is similar to the retailer’s shortened version of 21 Days of Beauty. Annually, the discounts tend to peak at 50 percent off and cover the range of top-rated beauty products, including sales on beauty bundles, makeup brushes, hair styling tools, and other offerings from hundreds of brands. In 2024, we’re hoping they repeat history and offer steeper price drops with extra perks, like luxe gifts with purchase.
- Buy More, Save More Offers: No matter the time of year, Ulta always provides opportunity to save as you spend. You can browse all of Ulta’s digital coupons, BOGO deals, and special gifts with purchase by navigating to the Featured Deals page on Ulta.com. Here, you’ll find limited-time promotions on everything from cult-favorite bestsellers to high-quality hidden gems.
- Ultamate Rewards: Ulta’s membership program allows customers to rack up points with every purchase, which can be used to add extra beauty goodies to your card. It also grants you access to exclusive discounts, early sale entry, and a free gift on your birthday. You can sign up for free, or spend a minimum of $500 to $1,200 to qualify for the Platinum and Diamond membership tiers, which will get you the most perks.
How We Chose the Best Mascaras at Ulta
To curate the best mascaras at Ulta, WWD Shop editors selected dozens of formulas from Ulta’s mascara bestsellers list. We conducting two rounds of product testing to narrow down the top mascaras that are suitable for all-seasons wear, as well as conducted extensive research across the beauty market to determine quality formulation, application, and stellar ingredient blends. We evaluated popular TikTok-viral formulations, revisited previous recommendations, and picked up our personal favorites to pinpoint the best options for different lash types and preferences. Additionally, we sifted through hundreds of customer review quotes to compare different experiences and recommend the most satisfactory products on the market. Our runner-ups, below:
- Charlotte Tilbury Pillow Talk Push Up Lashes Volumizing & Lengthening Mascara: This mascara features a unique, diamond-shaped, and double-sided wand that combs and coats lashes with a hydrating formula you can feel. But, the richly-pigmented formula feels especially heavy on the lashes, and any spare smudge results in skin stains. For this reason, we did not include this bestseller in our top list.
- L’Oreal Paris Voluminous Panorama Volumizing and Lengthening Mascara: This hot new L’Oreal mascara impressed one tester in its wispy effect that created a flattering cat-eye look. While we recommend it as a stellar drugstore mascara formula, it did not live up to other prestige length-enhancers included in this guide.
- E.l.f. Big Mood Mega Volume & Lifting Mascara: If you have sparse lashes that are in need of a boost, this mascara is a good bet. The dark formula glides on effortlessly and the big wand combs the lashes up and out for a much fuller look. It’s a great budget-friendly option for added volume, however we bumped it off our list in our second round of testing after trying more impressive formulas.
- Maybelline Lash Sensational Mascara: One tester enjoyed how this mascara’s wand features two bristle lengths: and inner curve that reaches the roots of the lash and an outer curve with longer bristles that helps to fan out every hair. However, this formula flaked throughout the testing duration and results in a heavier lash feel.
- Benefit They’re Real! Lengthening Mascara: This popular Benefit mascara successfully defines, separates, and elongates the lash line with easy. It stand out for its spiky ball wand tip that allows you to hone in on fine hairs at the inner and outer corner of the eye. However, the hard plastic wand can easily irritate sensitive eyes and contact lens-wearers.
How We Tested and Reviewed the Best Mascaras at Ulta
WWD Shop testers assessed a total of 30 mascaras to this guide to the best mascaras to shop at Ulta. Each formula was worn for a duration of 8 to 18 hours to determine exceptional long-wear capabilities. We also tested special formulas such as waterproof staying power and easy-removal tubing formulas to hold brands to impressive claims. Since our initial round of testing in November 2023, we conducted a second round of evaluation with additional testers to determine whether our original recommendations held up to new discoveries. Many of our previous product picks remained a well-worthy beauty buy, while some others no longer compared.
While testing, we paid close attention to key criteria in each mascara, such as transformative results, nourishing formulations, user-friendly application, impressive wear time, pigment intensity, packaging, and easy removal. Our top mascaras were tested on a variety of eyelash types for different preferences, occasions, and functions, and were assessed against specific sensitivities, like testers that have eye-watering allergies or those who wear glasses and contact lenses.
Before you go, check out our list of the best mascaras:
Why Trust WWD
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Meet the Testers
To test the best mascaras at Ulta, a panel of five WWD Shop editors and testers evaluated a large pool of mascaras for different makeup preferences, sensitivities, and functions, including waterproof, tubing, lengthening, volumizing, and curling formulas. Our mascara testers include Olivia Cigliano, the Commerce Writer & Producer at Footwear News and WWD and the author of this story, who regularly reviews mascaras at WWD, as well as Claire Sullivan, the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News, along with three additional testers. We made sure to include testers that vary in lash lengths, textures, and specific needs, in order to nail down the most universally satisfactory beauty buys. Our testers also evaluated each formula across different climates and activities, such as a typical work day to a sweaty workout class.
Meet the Author
Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City. Mascara is Cigliano’s all-time-favorite, desert-island beauty product, so she has a keen eye for comparing mascara formulas for different lash types and preferences. She updated this shopping guide in May 2024 with new releases, editor reviews, and exceptional waterproof formulas for summer.
