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Goal is a one-stop store for every kind of dwelling, clothes, and way of life necessities, however, so far as we’re involved, the magnificence division is on the heart of the bullseye. Goal’s the most effective locations to buy make-up bag staples like mascara from a variety of manufacturers, so we rolled up our sleeves to check the finest mascaras at Goal for attaining lengthy, fluttery, lashes with minimal effort.
Any magnificence lover is aware of that strolling or scrolling by way of Goal’s magnificence choice is rather like being a child in a sweet retailer, as a result of there’s such a large mixture of manufacturers to find. It’s virtually turn into its personal magnificence division retailer over time — particularly since Ulta moved in a number of years again. Whether or not in-store or at Goal.com, you possibly can store all the vary of the finest drugstore mascaras, from manufacturers like Maybelline, Essence, and L’Oréal, or replenish on status mascara holy grails from Profit Cosmetics and Too Confronted. Plus, Goal’s Ulta aisle affords extra indie magnificence manufacturers you possibly can’t discover wherever else, like Colourpop, Trustworthy Magnificence, Pixi Magnificence, Juvia’s Place, and Make-up Revolution.
On prime of Goal’s uniquely considerable seize bag of magnificence goodies, it’s the most effective retailers to buy on-line. Savvy Goal buyers can indulge in unique offers, free two-day delivery on orders over $35, and main perks with a free RedCard membership. Additionally, in contrast to different drugstores or on-line magnificence locations, you possibly can return a product for a full refund — no questions requested.
To pinpoint the perfect mascaras from Goal, our panel of three testers and editors trialed a choice of top-rated choices by way of in depth, hands-on analysis intervals. We picked up previous favorites to asses their up to date formulations, found mascaras which are in style from Goal to TikTok, and hit the books to analysis the perfect mascara elements for various lash sorts and transformative results.
High Mascaras at Goal of 2023
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Testing Verdict: High 3 Goal Mascaras of 2023
Goal affords a blended bag of magnificence manufacturers throughout various worth factors and mascara formulations, so selecting the perfect mascara from Goal will rely in your price range and private preferences. There’s an awesome choice to select from, whether or not you’re available in the market for a lengthening system, an ultra-clean possibility, waterproof endurance, or a false lash impact. Due to this, our editors and testers cherry picked three prime mascaras that supply totally different outcomes, moderately than one standalone champ. Listed below are our favorites:
- Too Confronted Higher Than Intercourse Volumizing & Lengthening Mascara: Goal prospects and our editors agree that this mascara scores excessive on the drama issue each time. It’s daring pigmentation and intense thickening system transforms the lash line with minimal effort, with added conditioning elements that pair with an revolutionary curl-boosting wand.
- Covergirl Lash Blast Clear Quantity Mascara: Covergirl’s Lash Blast mascara line is a tried-and-true favourite, which is why we’re impressed by its clear iteration for delicate eyes. It maintains the unique system’s volumizing and defining results, with out the usage of probably irritating elements like parabens, sulfates, talc, and mineral oil. Not solely will it depart you wanting bright-eyed, it’s additionally simple on the eyes, with zero threat of operating, smudging, or flaking.
- Essence Lash Princess False Lash Impact Mascara: This Essence mascara will provide you with essentially the most bang to your buck. Its dense, conic wand evenly coats every lash with even precision and its wealthy system builds as much as falsies-level quantity and thickness. It’s a TikTok movie star in its personal proper with over 2.9 billion views, and has shortly turn into a star amongst our editors’ make-up baggage, too.
Courtesy of Too Confronted
Finest Mascara at Goal for Quantity
Too Confronted Higher Than Intercourse Volumizing & Lengthening Mascara
System sort: Lengthening, volumizing
Shade vary: Black
Key elements: Acacia Senegal tree extract and peptides
High-High quality Retailer Badge on Google: 4.6/5 stars
Do you know that the Too Confronted Higher Than Intercourse Mascara was as soon as topped the #1 prime promoting mascara in America? Effectively, based on our testers, and 22,000 five-star rankings by Goal prospects, it positively lives as much as the hype. It delivers on drama with a pitch-black thickening system that builds huge quantity and size in a single even coat. The sport-changing wand is available in bulbous hourglass form, which works to curve the middle of the lash line upwards, whereas pushing and flaring out the interior and outer nook eyelashes. Plus, it’s formulated with film-forming polymers that protect the false-lash impact, all whereas peptides situation the lashes beneath.
Editor testing and evaluation notes: “Should you love thick, black, voluminous lashes and also you haven’t tried this mascara — you’re lacking out. Higher Than Intercourse has been probably the most dependable mascaras in my make-up bag over time as a result of I do know it’ll all the time give me a dramatic impact with out pesky clumps or flaking all through the day. Whereas its system and hourglass wand is similar to the decrease value L’Oreal Paris Voluminous Lash Paradise Mascara, I nonetheless all the time return to Too Confronted for its dryer consistency. I additionally swear by the waterproof model for further smudge-proof put on over hotter months.”— Cigliano
Value upon publish date of this text: $29
Courtesy of CVS
Finest Clear Mascara At Goal
Covergirl Lash Blast Clear Quantity Mascara
System sort: Volumizing
Shade vary: Pitch Black, Very Black, Black, Black Brown, and waterproof formulations
Key elements: Argan and marula oils
High-High quality Retailer Badge on Google: 4.6/5 stars
Covergirl’s Lash Blast Clear Quantity Mascara is without doubt one of the finest choices at Goal for these with delicate eyes which are susceptible to irritation, as a result of it omits probably irritating elements similar to parabens, sulfates, talc, and mineral oil. What’s extra, it’s infused with lash serum-inspired elements like argan and marula oils to go away the lashes more healthy, all whereas enhancing your eyes with main quantity and size. The tapered wand expertly separates the lash line to create the looks of fuller lashes, with out overloading them with product. Intentional magnificence lovers may also admire that this mascara is vegan, cruelty-free, and designed with recycled packaging.
Editor testing and evaluation notes: “Covergirl’s Lash Blast mascara line has been a tried-and-true drugstore favourite of mine for effectively over a decade, so I used to be curious to see if the clear iteration held up in opposition to the remaining. Spoiler alert — it supplies the identical impact as the unique orange tube. What I like concerning the Lash Blast formulation is its dryer really feel, which works to outline the lashes with out inflicting smudging all through the day. It combs the pure lashes with a light-to-medium quantity of product to create buildable, delicate quantity. This mascara additionally extends the lashes to a versatile size, which creates a extra feathery look. Should you like a rounded, bright-eye impact, Lash Blast is your ticket to doll-eye lashes.” — Cigliano
Value upon publish date of this text: $11.59
Courtesy of Ulta
Finest reasonably priced Mascara at Goal
Essence Lash Princess False Lash Impact Mascara
System sort: Volumizing, waterproof
Shade vary: Black
High-High quality Retailer Badge on Google: 4.6/5 stars
Should you’re attuned to the most well-liked TikTok magnificence merchandise, you’ve seemingly already heard concerning the magic of the Essence Lash Princess False Lash Impact Mascara. It occurs to be on the highest of Goal’s bestseller checklist, too, with effectively over 1,200 five-star buyer evaluations. Not solely is it beloved for its tremendous reasonably priced price ticket, however it additionally delivers on drama with a pitch-black, thickening system. Its conic fiber brush grips the lash line to construct up quantity, and size, whereas its tapered finish catches tiny hairs for a fanned-out impact. The Lash Princess False Lash Impact mascara can be free from silicones, parabens, and perfume, so it’s appropriate for delicate eyes and make contact with lens wearers.
Editor testing and evaluation notes: “This mascara shines for its dramatic colour payoff and on the spot thickening impact. You actually solely want a most of two coats with this mascara, until you favor a chunkier lash look, as a result of only one coat will present substantial quantity and size. Needless to say its system does end in a heavier lash really feel, however it’s a teeny tiny worth to pay for its excellent utility and unbeatable worth level.” — Senior Magnificence & Life-style Editor Claire Sullivan
Value upon publish date of this text: 4.99
Finest Rated Mascara at Goal
Maybelline Lash Sensational Sky Excessive Lengthening Mascara
System sort: Lengthening, volumizing
Shade vary: Cosmic Black, Very Black, Blackest Black, Brownish Black, True Brown, and waterproof formulations
Key elements: Bamboo extract
High-High quality Retailer Badge on Google: 4.6/5 stars
The Maybelline Lash Sensational Sky Excessive Mascara is among the many top-rated lash lengtheners at Goal, with practically 10,000 five-star buyer evaluations. It’s distinctive for its Flex Tower wand that bends as you swipe, and combs wealthy pigment by way of the bottom of the lash line to the tip. The system is infused with a shot of bamboo extract, which supplies the lashes a light-as-air, feathery really feel. Whether or not you’re pumping up the drama with a number of coats of Sky Excessive, or in search of a fast repair to outline your eyes with out feeling weighed down, our editors love this mascara for day-to-night utility.
Editor testing and evaluation notes: “The standout characteristic of this mascara is its tremendous versatile wand. I like that the plastic bristles are lengthy and taper on the finish as a result of it means that you can comb every lash for clear, clump-free quantity. The system leans on the moist facet, which makes it excellent for constructing spectacular size, whereas the bamboo extract permits it to put on comfortably on the attention all through the day. It’s additionally extremely simple to scrub away with a easy make-up remover or micellar water.” — Commerce Author & Producer Olivia Cigliano
Value upon publish date of this text: $12.69
Courtesy of Goal
Finest Waterproof Mascara at Goal
E.l.f. Lash it Loud Waterproof Mascara
System sort: Lengthening
Shade vary: Black
High-High quality Retailer Badge on Google: 4.6/5 stars
It’s not on a regular basis that you simply uncover a top-tier mascara that outperforms in its waterproof model — and for less than $6, no much less. In line with our testers, it’s secure to say that the E.l.f. Lash It Loud Waterproof Mascara is considered one of Goal’s many hidden gems. Its versatile silicone wand applicator separates and elongates every lash, because of lengthy bristles that run each vertically and horizontally. The bristles even type a spiky ball tip on the finish of the wand for optimum management over a fluttery flare. The system is available in a deep black pigmentation, which creates a shiny and daring lash look with completely zero threat of operating.
Editor testing and evaluation notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not just for its endurance, but additionally for it potential to create outlined quantity and size. Its silicone brush successfully combs every lash from root to tip, whereas its small form and spiked finish accesses finer lashes within the interior and outer nook. This mascara was examined within the bathe, on the seaside, and all through a number of scorching sunny days, and it efficiently resisted flaking, smudging, operating, or budging. While you’re prepared to scrub it away, a make-up eradicating material or easy eye-safe face wash will do the trick, with none harsh rubbing or threat of shedding any lashes within the course of.” — Cigliano
Value upon publish date of this text: $6
Courtesy of Sephora
Finest Curling Mascara At Goal
Profit Cosmetics Curler Lash Curling & Lifting Mascara
System sort: Curling, lifting
Shade vary: Black
Key elements: Provitamin B5 and serine
High-High quality Retailer Badge on Google: 4.6/5 stars
Whether or not you’ve gotten lashes that develop straight out otherwise you need a mascara that holds the enhance out of your eyelash roller, Profit’s Curler Lash mascara reliably does the trick. Not solely is it a Goal bestseller, it’s additionally an important in Alix Earle’s make-up routine, who’s consistently that includes it on her TikTok web page for its exaggerated look. Its curling brush grips onto all the lash line to droop your fringe upward for a bright-eyed impact, whereas its thickening system builds the lashes as much as doll-level lengths. It’s additionally formulated with provitamin B4 and serine, a sort of amino acid, which situation the lashes for a delicate — not crunchy — really feel.
Editor testing and evaluation notes: “I all the time replenish my inventory of this mascara as quickly as I’m operating low. I’ve tried dozens of mascaras with excessive claims, however this one does all of it. It provides quantity, separates my lashes, and enhances curl. I additionally love that the rubber lid is textured, which provides a useful grip throughout utility. This mascara can be tremendous simple to take away with a cleaning balm or make-up remover, and doesn’t depart raccoon-eye residue beneath my eyes the subsequent day.” — Type Commerce Editor Nikki Chwatt
Value upon publish date of this text: $28
Finest Mascara at Goal for Size
L’Oreal Paris Telescopic Mascara
System sort: Lengthening
Shade vary: Black, Carbon Black, Blackest Black, and waterproof formulations
High-High quality Retailer Badge on Google: 4.6/5 stars
The enduring L’Oreal Paris Telescopic mascara is our prime choose for attaining eye-popping lash lengths. Its tremendous slim Precision Brush successfully works like a fine-toothed comb to catch the lashes at their base and remodel them to distinctive measurement. The wand might look typical to the bare eye, however it’s truly outfitted with two sides for twin management; the flat facet works to construct size whereas the opposite separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Goal affords its full vary of formulations, together with its lifting, balm, and waterproof iterations.
Editor testing and evaluation notes: “As somebody who leans towards huge wands and thicker formulation, I used to be stunned at how effectively Telescopic exaggerated my lashes. The linear wand means that you can comb the entire lash line in a single swipe, which ends up in a clean, even utility. Its extra moist consistency and separating wand will work effectively on these with advantageous lashes, whereas brief lashes will admire its elongating impact. I significantly attain for the waterproof model of this mascara for my decrease lashes, for the reason that wand is sufficiently small to get a decent grip on advantageous hairs and the system by no means smudges on my beneath eye after hours of damage.” — Sullivan
Value upon publish date of this text: $13.99
Finest Mascara at Goal for Brief Lashes
Maybelline Volum’ Categorical The Colossal Mascara
System sort: Volumizing, thickening
Shade vary: Traditional Black, Traditional Black, Glam Brown
Key elements: Collagen
High-High quality Retailer Badge on Google: 4.6/5 stars
Maybelline’s Volum’ Categorical mascara line affords among the finest choices for upgrading brief lashes to falsies-level quantity, however considered one of our editors is very a fan of The Colossal Mascara. Its Large Shot brush is the most important conic wand on our checklist, which extends the outer lashes because it combs the interior nook for a cat-eye impact. The wavy bristles seize every lash and deposits the inky black plumping system for epic quantity in a single coat. No brittle, flaky lashes right here — its hydrating collagen-infused system leaves the lashes delicate to the contact.
Editor testing and evaluation notes: “I all the time come again to this mascara. Each time I take advantage of a special mascara, I like to succeed in for this as a dependable second topper coat to pump up the quantity and size. Nevertheless it’s a star by itself, significantly for its slick black colour and thickening energy — which by no means ends in spider lashes. I can all the time depend on it to create wispy-looking lash ideas and maintain a curl all day lengthy.” — Cigliano
Value upon publish date of this text: $10.19
Ideas for Searching for Mascara at Goal
- Store bestsellers: Should you’re on the hunt for Goal’s highest-rated magnificence buys, an incredible place to begin is by sifting by way of bestsellers. Simply navigate to Goal.com’s website menu, click on “Make-up,” and choose the class you’d like to buy. From there, choose the web page filter to type by bestsellers. For instance, beneath the “Eyes” part in make-up, you possibly can view Goal’s total choice of mascaras with the perfect rankings.
- Look ahead to flash offers: Goal affords offers on top-rated magnificence merchandise and types for a restricted time all year long. You’ll be able to store day by day magnificence reductions throughout make-up, hair care, skincare, physique care, and grooming from the devoted magnificence offers web page. Theres additionally a particular Ulta Magnificence at Goal Offers web page for worth slashes on extra manufacturers and expensive merchandise you gained’t discover discounted on Ulta’s dwelling website. For added financial savings, Goal’s Circle Provides means that you can browse magnificence coupons to use to your digital cart, and Goal’s magnificence clearance choice is chock stuffed with marked down make-up, hair styling instruments, face serums, and extra.
- Turn out to be a Goal RedCard member: Should you’re an avid Goal magnificence shopper, you gained’t need to miss out on Goal RedCard bonus advantages. To enroll, you’ve gotten the choice between a reloadable money card, a debit card, or a bank card, all of which grant you entry to free two-day delivery, unique deal affords, further time for returns, and 5 p.c off each single buy. Plus, there’s no annual charges, so that you’ll solely ever see financial savings with a RedCard.
- Rating fast delivery: Goal affords tremendous speedy two-day delivery for any order over $35, or in case you’re paying with a Goal RedCard. Most of Goal’s choice qualifies for fast ship perks, nonetheless eligibility might range relying in your location. Professional tip: Ensure to position your order on a weekday, as a result of the weekend might prolong its supply date by a number of days.
- Return insurance policies: A serious plus about buying from Goal’s magnificence choice is you could return objects even after a product has been been opened. If a mascara or make-up merchandise didn’t give you the results you want, Goal will settle for it for a full refund inside 90 days of buy, or, in case you carry a RedCard, you’ll get a full 120 days to carry it again. You’ll be able to return Goal merchandise in-store together with your on-line order particulars, drop it off curbside, or mail it again with totally free delivery.
How We Examined and Selected the Finest Mascaras at Goal
To search out the perfect mascaras at Goal, our group of WWD Store editors examined over 15 mascaras from Goal’s bestseller checklist. We paid consideration to new product releases, TikTok-viral formulations, in addition to in contrast five-star rankings and Goal buyer evaluations to find out essentially the most passable magnificence buys.
Whereas testing, our testers examined key components and options of every mascara, similar to general lash results, formulation, put on time, pigment depth, ease of utility, wand operate, packaging, and clear elimination. Our panel of testers additionally assessed particular options in waterproof and curling mascaras to pick out the perfect choices in every system class. The mascaras included in our prime picks had been examined throughout quite a lot of eye lash sorts, events, and features, in addition to delicate eye sorts, to be able to guarantee readers of dependable put on and lengthy, fluttery lashes.
Why Belief WWD
Since 1910, WWD — also known as “the style bible” — has been the main business voice of authority for senior executives within the world girls’s and males’s trend, retail and sweetness communities, whereas additionally informing the patron media that cowl the market. As we speak, WWD’s breaking information and development protection continues to be a reliable useful resource for each trend insiders and shoppers alike. Our buying editors proceed to uphold WWD’s editorial requirements and values with high quality, expert-backed product alternatives. Study extra about us right here.
Meet the Testers
Claire Sullivan is the Senior Magnificence and Life-style Commerce Editor for WWD and Footwear Information. She’s spent over 5 years researching, reporting on, and writing concerning the magnificence business for publications like Martha Stewart Residing, Martha Stewart Weddings, InStyle, and Byrdie. She’s examined a whole bunch of merchandise throughout her time as a magnificence editor, so she’s well-versed in deciding on make-up merchandise, like the perfect mascaras at Goal, that make a significant distinction in your magnificence routine.
Nikki Chwatt is the Type Commerce Editor for WWD and Footwear Information, the place she each writes and edits tales on the newest clothes, accent, and shoe must-haves. As a New York Metropolis resident, she’s garnered a love for purses, footwear, and clothes in addition to magnificence and skincare merchandise that can hold her pores and skin protected throughout the altering seasons. Consequently, she has examined many magnificence merchandise, together with totally different mascaras from Goal, to see which of them work agree for her magnificence objectives, and which can work higher for others with totally different wants.
Meet the Creator
Olivia Cigliano is the Commerce Author and Producer at WWD and Footwear Information. She is a New York Metropolis-based trend and way of life author, driving the heart beat of developments and digital tradition. Her earlier bylines might be discovered on CR Vogue E-book and Elite Each day. When she’s not writing buying content material at WWD and FN, she might be discovered trying to find a holy grail in a Brooklyn thrift retailer, surveilling newsstands for trend magazines, or looking by way of Goal’s magnificence aisles so as to add new successful merchandise to her magnificence routine.
