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10 Finest Mascaras at Ulta, Examined & Reviewed – WWD


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Make-up traits come and go, however full, feathery lashes are eternally. Not like different eye make-up merchandise like eyeshadow or eyeliner, mascara isn’t a one-size-fits-all make-up product. It performs in another way relying in your lash kind and size, and is available in all kinds of formulations for host of lash objectives. Ulta’s mascara choices are greatest at school, working the gamut throughout each value level with choices from rising and established manufacturers. WWD Store editors put the perfect mascaras at Ulta to the take a look at to establish prime picks for exaggerated size, quantity, and raise.

Ulta is a premier magnificence vacation spot for its broad array of choices. Whether or not you’re procuring heritage drugstore mascara manufacturers like L’Oréal, investing in mascara choices from Lancôme, or dipping your toe into cutting-edge indie manufacturers like Colourpop, Ulta’s bought all of it. Plus, Ulta.com gives way more common gross sales occasions, flash offers, and buyer perks than different magnificence retailers. Any shopper can get free transport on orders over $35 and free returns, and members of the Ultamate Rewards program (it’s free to enroll) take pleasure in different advantages, like factors for all purchases that may be redeemed for reductions on the retailer’s broad number of magnificence merchandise.

To curate the perfect Ulta mascaras that characterize each formulation kind — together with lengthening, curling, volumizing, and waterproof choices — WWD Store magnificence editors carried out intensive exams and trials of 20 bestsellers. We in contrast Ulta buyer critiques, analyzed cult-favorite formulation, and paid particular consideration to lash serum-inspired mascara elements and formulations that provide completely different lash results throughout the vary of value factors.

High Mascaras at Ulta of 2023

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Testing Verdict: High 3 Mascaras at Ulta of 2023

Since Ulta is a crossover between a drugstore and status magnificence retailer, there’s an abundance of mascaras to select from that you just gained’t discover anyplace else. Deciding on the best mascara for you’ll rely in your meant lash impact and lash kind. As an illustration, brief lashes will greatest profit from a tubing formulation, whereas these with sparse lashes might attain for a volumizing mascara. As a substitute of selecting only one favourite at Ulta, our editors narrowed down our prime three picks for various transformative results. Our entrance runners, under:

  • Profit Badgal Bang! Volumizing Mascara: Profit typically hits the mark with regards to mascara and Badgal Bang! is not any exception. Other than the truth that it’s Ulta’s top-seller, this mascara stands out to our editors for its clump-busting rubber wand and extremely volumizing formulation. Plus, its lengthy put on time even outperforms some waterproof mascaras in the marketplace.
  • It Cosmetics Superhero Elastic Stretch Volumizing & Lengthening Mascara: In the event you’re available 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 outline, separate, lengthen, and thicken the lashes. Its dryer consistency makes it buildable, whereas biotin, peptides, and collagen situation the lashes for long-term lusciousness.
  • Too Confronted Higher Than Intercourse Mascara: It’s Ulta’s highest rated formulation and a longtime advice amongst our editors. This mascara delivers on drama with pitch-black pigment and effortlessly buildable quantity. It’s no marvel that it’s a cult-favorite, given its conditioning elements, curl-boosting wand, and budge-proof formulation.

Finest Mascara at Ulta for Quick Lashes

Profit Badgal Bang! Volumizing Mascara

System kind: Volumizing
Shade vary: Black
Key elements: Provitamin B5
High-High quality Retailer Badge on Google: 4.8/5 stars

This Profit mascara packs a strong punch because the top-selling mascara at Ulta. It has a “slimpact!” wand that boasts a novel, 360 diploma design that adheres to each lash because it combs product from root to tip. The slender, cone-like form permits for a lash raise on the outer nook, whereas no internal nook hairs get left behind. System-wise, this greatest mascara at Ulta is infused with provitamin B5, which works to construct thickness with every swipe and help lash energy right down to the follicle. Profit Badgal Bang! is a good all-around possibility for transformative definition with out clumps, together with its longwearing and water resistant formulation that gained’t ditch you throughout the day.

Editor testing and overview notes: “As somebody who doesn’t accept something lower than lengthy, separated lashes that sweep as much as my forehead bone, this Profit mascara is a dream. I’ve naturally straight, wonderful, and average-length lashes, however, with a pump of an eyelash roller and some coats of Badgal Bang!, I’ve celebrity lashes. Understand that you might expertise minor smudging in case you have particularly oily eyelids like me, however so long as I apply eyeshadow primer it’s a non-issue. Upon utility, I didn’t have any points with clumping. I particularly adore the rubber mascara brush for its true capacity to separate the lash line for seen and outlined quantity. — Commerce Author & Producer Olivia Cigliano

Value upon publish date of this text: $28

Associated: Alix Earle’s Make-up Routine

Finest Mascara at Ulta for Quantity

Lancôme Monsieur Huge Volumizing Mascara

System kind: Volumizing
Shade vary: Black
High-High quality Retailer Badge on Google: 4.8/5 stars

On the lookout for va-va-voom quantity? Meet Monsieur Huge by Lancôme. It wins the silver medal amongst Ulta’s bestseller listing, and our editors aptly agree. Because the identify suggests, this mascara has a giant, chunky brush that’s densely filled with wavy bristles. It layers on the amount and evenly distributes wealthy pigment throughout the lash line, all whereas extending lash lengths for a real false lash impact.

Editor testing and overview notes: “Lancôme’s Monsieur Huge is a mascara I prefer to maintain in rotation for particular events or occasions — it brings the drama. Sticking to a lash serum with nightly use has made my lashes good and lengthy, however the ideas can disappear into skinny air with out the best mascara. This defines these wonderful hairs so they give the impression of being thicker, subsequently making my lashes look longer. One coat of this delivers quantity you’d solely obtain from two to a few coats of different mascaras.” — Senior Magnificence and Way of life Commerce Editor Claire Sullivan

Value upon publish date of this text: $30

Finest Curling Mascara at Ulta

Fenty Magnificence Full Frontal Quantity, Carry, and Curl Mascara

System kind: Curling, volumizing 
Shade vary: Black
High-High quality Retailer Badge on Google: 4.8/5 stars

Rihanna is aware of a factor or two about ultra-fierce eye make-up, and Fenty Magnificence’s Full Frontal Quantity, Carry, and Curl Mascara is proof. Fenty designed it as an all-in-one mascara that successfully followers out the lash line for exact definition and quantity. It encompasses a double sided, paddle-like brush that lifts and curls hairs upward to increase their size, whereas increasing their splay horizontally. The versatile formulation additionally permits loads of time to construct on the amount with further clump-free coats.

Editor testing and overview notes: “Upon preliminary utility, this mascara and I grew to become prompt BFFs. I all the time desire a dryer formulation, somewhat than one which’s thinner or moist, however they’re too typically susceptible to flaking. This one didn’t crunch, clump, budge, or switch throughout utility and left my eye trying larger and brighter. It doesn’t irritate or run into my contacts once I train, which is a serious plus for me. I like to put on this mascara for lengthy days at WWD’s workplace.” — Cigliano

Value upon publish date of this text: $24

Finest Tubing Mascara at Ulta

Clinique Excessive Affect Excessive-Fi Full Quantity Mascara

System kind: Volumizing, lengthening
Shade vary: Black, black/brown
Key elements: Coconut, argan, and moringa oils
High-High quality Retailer Badge on Google: 4.8/5 stars

Clinique’s Hello-Fi is a stellar Ulta tubing mascara — its formulation is mixed with teeny tiny extension fibers that seamlessly elongate on the lash tip. This specific formulation comes as a light-weight gel with an excellent hydrating really feel from coconut, argan, and moringa oils. Not solely does the mascara help lash development and situation the lashes with put on, however it additionally gained’t dry to a crunchy, flaky coating. It’s ophthalmologist-tested, allergy-tested, freed from perfume, and secure for delicate eyes, that are only a few the reason why our testers scored this greatest mascara at Ulta with excessive marks throughout the board.

Editor testing and overview notes: “Clinique’s newest mascara launch is a dream for daytime put on. The place many volumizing mascaras can depart you with tremendous dense trying lashes, this one separates these hairs properly for a fuller look with out clumps. The medium-length bristles provide you with good management on brief lashes, and so they have a wavy design that grabs child hairs with ease.” — Sullivan

Value upon publish date of this text: $27

Finest Reasonably priced Mascara at Ulta

E.l.f. Huge Temper Mega Quantity & Lifting Mascara

System kind: Volumizing, lifting
Shade vary: Pitch black, black, deep brown
Key elements: Jojoba wax
High-High quality Retailer Badge on Google: 4.8/5 stars

E.l.f. continues to wow our editors with every new product we take a look at. Whether or not it’s a hydrating make-up primer, make-up brush set, or one of many greatest drugstore foundations in the marketplace, the model gives so many must-haves at an reasonably priced value. Though eight {dollars} is on the costlier aspect of E.l.f.’s lineup, the Huge Temper mascara is probably the most reasonably priced possibility on our listing. It brings drama with an outsized hourglass wand that lifts the lash line as you swipe. Jojoba wax within the formulation makes for a extra creamy consistency, which successfully locks a curl, applies evenly, and reduces danger of flaking.

Editor testing and overview notes: “In case you have sparse lashes which can be in want of a lift, this mascara is an efficient guess. The darkish formulation glides on so effortlessly and the massive wand combs the lashes up and out for a a lot fuller look. Understand that the wand could also be too massive for smaller eyes. In any other case, contemplating its value, this mascara is a must-try.” — Cigliano

Value upon publish date of this text: $8

Courtesy of Too Confronted

Finest Rated Mascara At Ulta

Too Confronted Higher Than Intercourse Mascara 

System kind: Lengthening, volumizing
Shade vary: Black and waterproof formulations
Key elements: Acacia Senegal tree extract and peptides 
High-High quality Retailer Badge on Google: 4.8/5 stars

Whether or not or not this mascara is best than — ahem — remains to be up for debate, however our editors certainly imagine it lives as much as its hype. The famed Too Confronted Higher Than Intercourse Mascara is among the many hottest and highest rated formulation at Ulta, with over 15,000 five-star critiques. Magnificence consumers rave about its signature hourglass wand that applies product evenly because it defines and separates. Our testers give further factors for its day-to-night constructing capabilities, together with its distinctive volumizing and lengthening results. We couldn’t agree extra, and, should you’re searching for a dependable waterproof Ulta mascara, one among our editors can’t cease singing the praises of the choice formulation.

Editor testing and overview notes: “In the event you love thick, black, voluminous lashes and also you haven’t tried this mascara — you’re lacking out. Higher Than Intercourse has been one of the vital dependable mascaras in my make-up bag through the years as a result of I do know it’ll all the time give me a dramatic impact. Whereas its formulation and hourglass wand is corresponding to the decrease value L’Oreal Paris Voluminous Lash Paradise Mascara at Ulta, I nonetheless all the time return to Too Confronted for its dryer consistency.”— Cigliano

Value upon publish date of this text: $29

Finest Lifting Mascara at Ulta

Anastasia Beverly Hills Lash Sculpt Mascara

System kind: Lifting, lengthening
Shade vary: Black
Key elements: Biotin, collagen, peptides
High-High quality Retailer Badge on Google: 4.8/5 stars

Anastasia Beverly Hills is greatest recognized for its top-notch eyebrow pencils and forehead development serums, so it’s not a complete shock that the model excels at lashes, too. The Lash Sculpt mascara improves upon the standard conic wand, as this fluted iteration is tightly constructed to grab and stretch lash hairs to most size. The wand crescendos in width, which lifts the outer lashes up as you wiggle from root to tip. Its formulation is infused with the biotin, collagen, and peptides to situation the lashes beneath the product, leaving them tender to the contact.

Editor testing and overview notes: “Critical make-up lovers know that Anastasia Beverly Hills gained’t steer you within the improper course: The model’s merchandise provide excessive shade payoff with out trying painted on. The Lash Sculpt Mascara is a beautiful addition to any caliber of glam; the formulation’s moist consistency makes it extremely buildable, so I can go mild for daytime put on or pack on the pigments for a bolder look.” — Sullivan

Value upon publish date of this text: $26

Finest Drugstore Mascara At Ulta

L’Oréal Voluminous Lash Paradise Mascara

System kind: Lengthening, volumizing 
Shade vary: Blackest Black, Black, Mystic Black, Black Brown, Millennial Pink, and waterproof formulations
High-High quality Retailer Badge on Google: 4.8/5 stars

This mascara is a first-rate instance of the fantastic thing about procuring at Ulta — you’ll be able to examine merchandise throughout a large value vary to see if it’s higher to avoid wasting or splurge. The L’Oréal Voluminous Lash Paradise Mascara is a comparable reasonably priced different to the Too Confronted Higher Than Intercourse Mascara that’s listed above, nonetheless, we did discover slight variations that make them each definitely worth the point out. This formulation is has a wetter consistency, which works greatest for these with naturally brief or coarse lashes, as a result of it elongates the lash line because it builds quantity. This greatest mascara at Ulta can also be a favourite amongst movie star make-up artists similar to Mary Phillips and Ariel Tejeda whose A-list shoppers are continually sporting thick, feathery lashes.

Editor testing and overview notes: “The Voluminous Lash Paradise Mascara’s medium-large, slight hourglass wand matches snugly underneath the lash line and efficiently works to grip, comb, outline, and satisfyingly stretch every lash. The formulation of the mascara is moist however not too watery, which aids in its capacity to construct thickness and keep away from clumping. I discovered that it wears nicely over a protracted day, with no working or smudging, holds a curl, and is easy to wipe away with a make-up eradicating fabric.” — Cigliano

Value upon publish date of this text: $12.99

Courtesy of Sephora

Finest Mascara at Ulta for Size and Quantity

It Cosmetics Superhero Elastic Stretch Volumizing & Lengthening Mascara

System kind: Volumizing, lengthening
Shade vary: Black and waterproof formulations
Key elements: Biotin, collagen, and peptides
High-High quality Retailer Badge on Google: 4.8/5 stars

Holding out for a hero? You possibly can rely on It Cosmetics’ Superhero Mascara to avoid wasting the day. Its lengthy and slender wand permits most management as you tackle the complete lash line in a single go. The dryer formulation is only for constructing thickness, separating the lashes for quantity, holding a curl, and laying down main size. It’s additionally infused with biotin, collagen, and peptides, which help wholesome lashes and nourish the encompassing pores and skin.

Editor testing and overview notes: “The identify says all of it — this mascara ought to put on a cape. The formulation isn’t slick-wet, however simply damp sufficient to separate and raise my lashes whereas constructing spectacular thickness and size. It’s the perfect mascara for a false lash look; I haven’t touched my inventory of falsies in ages as a result of only one or two coats of the pitch-black formulation does the trick for an evening in town. I prefer to focus the product on my outer lashes for a fanned-out look, that are straightforward to entry with the slender brush applicator. ” — Cigliano

Value upon publish date of this text: $28

Courtesy of Ulta Magnificence

Finest Brown Mascara at Ulta

Colourpop BFF Mascara

System kind: Lengthening, volumizing, and so on. 
Shade vary: Black, brown, pink, yellow, pink, blue, peach
High-High quality Retailer Badge on Google: 4.8/5 stars

Ulta is the one widely-accessible magnificence retailer that carries Colourpop in-store and on-line, so the one different approach to get your palms on it’s straight from the model’s website (however you’d miss out on Ulta offers and perks!). Colourpop is favored for its high-pigment shade cosmetics, like assertion lipsticks or poppy cream blushes. The BFF Mascara is not any exception — you’ll be able to select shade choices from blue, pink, yellow, or pink, however we’re particularly impressed by the Brownie Factors colorway. The formulation provides each pronounced quantity and exact size upon prompt utility, whereas avoiding cumbersome product deposits that will in any other case overwhelm the lash line. The comb-like, twisted wand is product of nylon fiber, which boosts the lash line in a raise and reinforces a curl with every coat.

Editor testing and overview notes: “As a long-time lover of Colourpop make-up, I used to be curious to strive the model’s tackle mascara. Every hue from the road handed with flying colours, however the Brownie Factors shade stood out from different brown mascaras we examined. I’m an excellent darkish pure brunette, and its wealthy, heat brown shade appeared pure however not too tender, because it successfully outlined my eyes with depth. Other than the colour, BFF’s formulation hits the candy spot between not too moist and never too dry, which means it delivers on size with out clumping, and permits for constructing as much as three coats.” — Cigliano

Value upon publish date of this text: $9

Suggestions for Purchasing for the Finest Mascaras at Ulta

Ulta is among the greatest locations to buy all types of cosmetics, whether or not in-store or on-line, as a result of it’s all the time providing offers for savvy consumers. There are so many offers that it may be powerful to maintain up with what sale occasion is within the pipeline. We’re breaking down key gross sales, plus different sensible methods to buy mascaras at Ulta.

  • Ulta 21 Days of Magnificence: This sale occasion lasts for 3 weeks, beginning each March and August, as Ulta’s most anticipated marathon of markdowns. The latest fall 2023 installment supplied limited-time offers, known as Day by day Magnificence Steals, the place prospects may rating as much as 50 p.c off new releases and bestselling merchandise. There are new offers day by day, throughout each status and drugstore make-up, skincare units, hair care, hair styling instruments, and make-up brushes. These with an Ultamate Rewards membership additionally earn bonus factors with each buy throughout the sale.
  • Ulta Black Friday Sale: Ulta all the time gives among the greatest Black Friday magnificence offers. Final 12 months, Ulta kicked off the season of giving by shocking consumers with a full week of value slashes, which was just like a shortened model of 21 Days of Magnificence. Yearly, the reductions are likely to peak at 50 p.c off and canopy the vary of top-rated magnificence merchandise, together with gross sales on magnificence bundles, make-up brushes, and different choices from tons of of manufacturers. In 2023, we’re hoping they repeat historical past and provide further perks, like luxe presents with buy.
  • Purchase Extra, Save Extra Presents: Irrespective of the time of 12 months, Ulta all the time offers alternative to avoid wasting as you spend. You possibly can browse all of Ulta’s digital coupons, BOGO offers, and particular presents with buy by navigating to the Featured Offers web page on Ulta.com. Right here, you’ll discover limited-time promotions on every part from cult-favorite bestsellers to high-quality hidden gems.
  • Ultamate Rewards: Ulta’s membership program permits prospects to rack up factors with each buy, which can be utilized so as to add further magnificence goodies to your card. It additionally grants you entry to unique reductions, early sale entry, and a free present in your birthday. You possibly can join free, or spend a minimal of $500 to $1,200 to qualify for the Platinum and Diamond membership tiers, which can get you probably the most perks.

How We Examined and Reviewed the Finest Mascaras at Ulta

Since 1910, WWD — sometimes called “the style bible” — has been the main business voice of authority for senior executives within the international girls’s and males’s vogue, retail and sweetness communities, whereas additionally informing the patron media that cowl the market. In the present day, WWD’s breaking information and pattern protection continues to be a reliable useful resource for each vogue insiders and customers alike. Our procuring editors proceed to uphold WWD’s editorial requirements and values with high quality, expert-backed product alternatives.

To curate the perfect mascaras at Ulta, we carried out complete testing, in addition to intensive analysis throughout the wonder market to find out high quality formulation, utility, and ingredient blends. We examined bestselling mascaras at Ulta, TikTok-viral formulations, and picked up our private favorites to pinpoint the perfect choices for various lash sorts and preferences. Moreover, we sifted by tons of of buyer overview quotes to check completely different experiences and suggest probably the most passable merchandise in the marketplace. Be taught extra about us right here.

Meet the Testers and Creator

Claire Sullivan is the Senior Magnificence and Way of life Commerce Editor for WWD and Footwear Information. She’s spent over 5 years researching, reporting on, and writing in regards to the magnificence business for publications like Martha Stewart Residing, Martha Stewart Weddings, InStyle, and Byrdie. She’s examined tons of of merchandise throughout her time as a magnificence editor, so she’s well-versed in choosing make-up merchandise, like the perfect mascaras at Ulta, that make a significant distinction in your magnificence routine. Sullivan contributed to product testing for this text.

Olivia Cigliano is a Commerce Author & Producer at Footwear Information and WWD the place she writes procuring content material throughout vogue, magnificence, footwear, TikTok type traits, and extra. Cigliano acquired her bachelor’s diploma in journalism from Emerson School, and her byline will be present in publications together with Elite Day by day and CR Trend Guide. She is at the moment based mostly in New York Metropolis. Mascara is Cigliano’s all-time-favorite, desert-island magnificence product, so she has a eager eye for evaluating mascara formulation for various lash sorts and preferences. Cigliano contributed to mascara testing and wrote this text on the perfect mascaras at Ulta.

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