Photographed by: Zhong Lin; Fashion stylist: Gabriella Karefa-Johnson; Hair: Jawara; Makeup: Raoul Alejandre; Manicures: Mei Kawajiri; Set Design: Gerard Santos; Production: Tiagi; Models: Alex Consani; DP (motion only): Brad WickhamSave this storySave this story
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They’re the windows to the soul and can sometimes be bigger than our stomachs. You can keep them peeled or cry them out. Our eyes convey our emotions, our inner desires, and alert everyone you stayed up late doomscrolling—again. And now, thanks to the number of makeup launches in recent years, you can dress up this most important feature in every possible way. In fact, there are so many options, your eyes might widen in disbelief every time you want to update your makeup bag. And we get it. When choosing the 22 Eye Makeup winners for the 2025 Allure Best of Beauty Awards, the number of products we had to swipe, blend, smudge, and sketch could feel so overwhelming, it made our eyes water (in some unfortunate cases, not just figuratively).
After all the mascaras, liners, shadows, and brow groomers we tested, we’re confident we’ve narrowed down the best of the best, not just by category, but by subcategory. There’s a mascara that plumps and a mascara that tubes. Shadows that sparkle and shadows that sculpt. We discovered new favorites from go-to brands (we see you, Glossier Boy Brow Arch) and rediscovered some spectacular classics (hi, Urban Decay 24/7 Glide-On Eyeliner Pencil). We awarded some of the year’s best new launches and honored repeat winners that can’t be beat.
If you’ll allow us one last idiom, these products are truly the apple of our eyes for 2025. And however you want to adorn your lids, brows, or lashes, we’re certain you’ll find something that will be yours, too.
Best of Beauty Awards 2025: Eyes
Shop your favorite category or keep scrolling for the year's very best mascaras, brow gels, and eye-shadow palettes.
See our winners:LargeChevron
Best Mascaras
Best Volumizing Mascara: Dior Diorshow Overvolume Mascara
Best Volumizing Mascara
Dior Diorshow Overvolume Mascara
Nordstrom
Ulta Beauty
Why It Won: With an hourglass-shaped brush and flexible waxes, the Dior Diorshow Overvolume Mascara produces full, fanned-out lashes. The more coats you add, the more drama you get, all without a single clump, thanks to the rubber bristles that separate individual hairs with the finesse of a fine-tooth comb.
Tester feedback from senior director of audience development Lexi Herrick
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“This is an elite mascara! The curve of the wand fits precisely to the shape of my eye and catches every lash with just a few strokes, adding instant length and volume to my naturally short lashes. As a chronic eye-rubber, I need a mascara that stands up to my relentless desire to smear it, and Dior Overvolume certainly does—it's lasting and powerful without clumping or smearing.” —Lexi Herrick, senior director of audience development
Best Lengthening Mascara: Lancôme Lash Idôle Flutter Extension Lengthening Mascara
Best Lengthening Mascara
Lancôme Lash Idôle Flutter Extension Lengthening Mascara
Amazon
Why It Won: You could spend several hours and several hundred dollars on extensions, or you could extend your lashes with the Lancôme Lash Idôle Flutter Extension Lengthening Mascara. The brush is the brand’s teeniest yet, with over 480 tiny bristles to catch and stretch out every itty-bitty lash, while the wax-in-water emulsion keeps lashes supple, so you get the extreme length without the annoying flakes.
Tester feedback from executive beauty director Jenny Bailly
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“My mascara math has long been: length > volume. This new Lancôme formula adds up to the most stretched, silky lashes I’ve been able to create yet. And it won’t budge until I take a makeup remover to it.” —Jenny Bailly, executive beauty director
Best Tubing Mascara: Kulfi Badi Lash Mascara
Best Tubing Mascara
Kulfi Badi Lash Mascara
Sephora
Kulfi
Content director Kara McGrath applies the Kulfi Badi Lash Mascara.
Why It Won: The Kulfi Badi Lash Mascara is one of those rare formulas that received rave reviews from every single person who tested it—a momentous feat in such a contested category. Like any tubing mascara, Badi Lash wraps lashes in flexible, smudge-proof polymers that darken and lengthen them. Unlike most tubing formulas, these polymers also bulk up individual lashes, giving you a glamorous level of volume that washes right off with warm water when you’re ready to remove it.
Tester feedback from content director Kara McGrath
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“This has become one of my go-to mascaras for everyday looks. It adds just a hint of volume, but really shines in the length department: The tapered plastic applicator seems to pull each individual lash out and up, to separate them.” —Kara McGrath, content director
Best Waterproof Mascara: Gen See Spectator Sport Mascara
Best Waterproof Mascara
Gen See Spectator Sport Mascara
Credo Beauty
Why It Won: A three-time Best of Beauty Award winner, the Gen See Spectator Sport Mascara is like the triathlete of waterproof mascaras: It lifts, extends, and endures every sweaty obstacle you put in its way. The reason it continues to lead the pack is the unique powdery formula that goes on dry and weightless, avoiding the usual lash-tugging clumps and washing off effortlessly with any makeup remover.
Tester feedback from contributing writer Sophia Panych
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“This is, hands down, the most comfortable waterproof mascara I’ve ever owned, which is saying something as my eyes tend to find them extremely irritating. The dry formula and caterpillar-like bristles ensure it goes on clump-free, no matter how many coats you apply, and lashes never feel heavy or crispy—quite the opposite. And it really will not budge, through a 90-minute ballet class or a New York City summer heat dome (I put it through both).” —Sophia Panych, contributing writer
Best Color Mascara: YSL Beauty Lash Clash Extreme Volume Mascara
Best Color Mascara
YSL Beauty Lash Clash Extreme Volume Mascara
Nordstrom
Sephora
Why It Won: A former Best of Beauty winner, YSL Beauty Lash Clash Extreme Volume Mascara offers smudge-proof, long-lasting hold, powerful pigment, and va–va-voom levels of volume. And it also comes in some really beautiful, eye-enhancing shades that add depth to dark eyes and soft contrast to light ones. These aren’t your run-of-the-mill wimpy tints. Uninhibited Brown, a deep chocolate hue, and Electric Blue, a vivid cobalt, are both richly pigmented and add stand-out color to lashes with just one coat (although we recommend two to three for some real oomph).
Tester feedback from commerce producer Sarah Hoffmann
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“Its thick, almost pasty texture adds so much volume and depth, it's almost comical; I've been interrupted mid-conversation by people asking if my lashes are real when I'm wearing this. The brush is giant, which makes it easy to coat every lash, and even though it's not curved, it magically adds a lifting curl to my lashes that rivals the best eyelash curlers I've tried. I'm a firm believer that wearing brown mascara doesn't mean your lashes shouldn't be dramatic, and this formula delivers mega volume in a more natural shade.” —Sarah Hoffmann, commerce producer
Best Eyeliners
Best Gel Eyeliner: Clinique High Impact Gel Tech Eyeliner
Best Gel Eyeliner
Clinique High Impact Gel Tech Eyeliner
Amazon
Why It Won: The Clinique High Impact Gel Tech Eyeliner is so dense and creamy, it’s a wonder the brand was able to cram it all into a stick so slim and precise. Its eight shades are made with candelilla and carnauba waxes to give the formula a beautiful glide and an ultra-glossy, gel-like finish, while film-forming polymers and quick-drying emollients lock the pigment in place so it never gets out of line. And like all Clinique makeup, the ingredients have been tested for sensitivity, so you can breathe a sigh of relief that this liner is also easy on the eyes.
Tester Feedback from beauty closet associate Edward Horgan
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"As someone who fills in their waterlines so often they can do it without a mirror, this eyeliner has become my new go-to. The Black Honey shade gives me the perfect vampy effect to any eye look I want and is great for both filling in my waterlines and buffing out for a more diffused look." —Edward Horgan, beauty closet associate
Best Neutral Pencil Eyeliner: Make Up For Ever Artist Color Pencil
Best Neutral Pencil Eyeliner
Make Up For Ever Artist Color Pencil
Sephora
Make Up For Ever
Why It Won: Cue the nostalgia for your old-school No. 2s. With its wooden body, the Make Up For Ever Artist Color Pencil looks like something you might find in your grade-school pencil case. But now, your canvas isn’t a composition notebook, it’s your face. The liner isn’t meant for only one feature, but we love it most for the eyes. The pigment is soft enough that it doesn’t drag, but not so soft that you can’t create a sharp line. And you have an array of eye-enhancing neutrals to choose from, including the blackest black (Whatever Black), the richest chocolate brown (Limitless Brown, a makeup artist favorite), and the most decadent espresso tone (Dimensional Dark Brown). The range gets extra credit for its white and beige shades that can be used to brighten your waterlines.
Tester feedback from beauty closet associate Edward Horgan
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“My friends may or may not make fun of me for the way I hoard these eyeliners, especially the black shade,” says beauty closet associate Edward Horgan. “I will always reach for these over any other pencil liner because I know I will get the smoothest application and a beautiful, long-lasting finish, no matter which way I choose to wear it.” —Edward Horgan, beauty closet associate
Best Color Pencil Eyeliner: Urban Decay 24/7 Glide-On Eyeliner Pencil
Best Color Pencil Eyeliner
Urban Decay 24/7 Glide-On Eyeliner Pencil
Amazon
Senior news editor Nicola Dall’Asen applies the Urban Decay 24/7 Glide-On Eyeliner Pencil.
Why It Won: The Urban Decay 24/7 Glide-On Eyeliner Pencil does exactly what it says on the tin: The creamy pigment spreads across lids effortlessly and stays there all day if you want it to (although, as beauty editors, we’d like to remind you that, for the love of your skin, don’t go to bed with makeup on). What makes this pencil such a legend, however, is its 45-shade range and five finishes (matte, shimmer, metallic, glitter, and satin) that would make even a jumbo box of Crayola crayons jealous.
Tester feedback from senior news editor Nicola Dall’Asen
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“In my eyes, Urban Decay's 24/7 Pencils are the G.O.A.T. I can always count on them to reach full opacity in a single swipe, set quickly (but with enough leeway for blending if needed), and stay put until it's time for cleansing oil. But the formula’s winningest feature—and I say this as someone who simply does not ‘do’ neutral eye makeup—is the shade range, which aims to be anything but boring with its sparkly jewel tones and bright ROYGBIVs. Even the browns and grays provide a little bit of intrigue with their distinctive smoky quality.” —Nicola Dall'Asen, senior news editor
Best Black Liquid Eyeliner: Lisa Eldridge Kitten Flick Liquid Eyeliner
Best Black Liquid Eyeliner
Lisa Eldridge Kitten Flick Liquid Eyeliner
Lisa Eldridge
Space NK
Senior beauty editor Jesa Marie Calaor applies the Lisa Eldridge Kitten Flick Liquid Eyeliner.
Why It Won: Whether or not you struggle applying winged liner, the Lisa Eldridge Kitten Flick Liquid Eyeliner will turn anyone into an artist. The sharp, but flexible point allows for drawing fluid, sweeping lines, but also honing in on the tiniest details, like tracing the very inner corners of your lash lines or shaping the upward flick of a cat eye. Then, once you’ve stepped back and admired your work, you can be sure the inky-black pigment won’t budge.
Tester feedback from senior beauty editor Jesa Marie Calaor
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“I’ve tried every liquid liner under the sun, and this inky, long-lasting black pen is the one I always come back to, to create my signature cat eye. It never skips, and its fine point makes it easy to achieve a sharp wing." —Jesa Marie Calaor, senior beauty editor
Best Brow Products
Best Clear Brow Gel: Göt2b Glued 2-in-1 Brow and Edge Gel
Best Clear Brow Gel
Göt2b Glued 2-in-1 Brow and Edge Gel
Ulta Beauty
Social media manager Bianca Richards applies the Göt2B’s Glued 2-in-1 Brow and Edge Gel.
Why It Won: There’s no “World’s Strongest Brow Gel” competition, but if there were, we know Göt2B’s Glued 2-in-1 Brow and Edge Gel would take home the title. As a consolation, we’ve honored it with a Best of Beauty win. Housed in a tube that’s significantly bigger than most brow gels, the fatter, curved side of the spoolie brush applies the product and fluffs up brows, while the flat side arranges arches. The clear gel feels silky, not goopy, and holds hairs in place without breaking down into flakes.
Tester feedback from social media manager Bianca Richards
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“One of the very first beauty hacks I adopted—long before the rise of beauty influencers—was using clear mascara as both a brow gel and edge control. As beauty trends evolved (laminated brows, I see you!) and product innovation took off, brands started creating formulas specifically to hold brows in place. The Göt2b Glued 2-in-1 Brow and Edge Gel has been the most effective one I’ve found. It keeps my brows perfectly in place and my edges laid—all without flaking." —Bianca Richards, social media manager
Best Tinted Brow Gel: Anastasia Beverly Hills Volumizing Tinted Brow Gel
Best Tinted Brow Gel
Anastasia Beverly Hills Volumizing Tinted Brow Gel
Amazon
Why It Won: The mousse-like texture of Anastasia Beverly Hills Volumizing Tinted Brow Gel bulks up each individual hair to create the illusion of fuller brows. And while all our testers were awed by the formula’s thickening abilities, it’s the shades that had so many permanently adding this product to their makeup bags, calling out the not-too-dark Blonde hue and the hard-to-find cool-toned browns as especially flattering.
Tester feedback from features director Dianna Singh
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“So many shades of ‘brown' read too red on my complexion, but this brow gel in shade Medium Brown has the perfect cool, taupe-y undertones to complement my dark hair and fair skin. I also love the size and shape of the brush—it’s small enough for detail work, but not so small that it takes forever to coat every hair—and the fact that the formula doesn't get crispy by the end of the day. Can you tell I've been burned before?” —Dianna Singh, features director
Best Brow Pencil: Glossier Boy Brow Arch
Best Brow Pencil
Glossier Boy Brow Arch
Sephora
Glossier
Senior commerce editor Sarah Felbin filling her brows with the Glossier Boy Brow Arch.
Why It Won: Glossier Boy Brow Arch fills in sparse areas with the slimmest point on the planet (by planet, we mean the Allure beauty closet). A pomade in pencil form, the coconut oil-infused formula offers a soft, dimensional finish to keep brows from looking obviously filled—an effect enhanced by the nine natural-looking hues that include Black, Cool Blond, Grey, and Auburn (a shade our redheaded testers particularly appreciated). Look really closely (it’s very small) and you’ll notice the unusually shaped tip. It looks like a slanted micro USB made for Barbie, but allows you to either draw on hair-like strokes or shade in broad gaps.
Tester feedback from commerce editor Sarah Han
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“Boy Brow Arch has quickly dethroned Boy Brow, the brand’s original gel, as my favorite Glossier brow product. It has a unique slanted applicator that makes drawing in hairs incredibly easy and fast. Oh, and the color doesn’t flake off, even on the sweatiest days.” —Sarah Han, commerce editor
Best Brow Powder: Joey Healy Luxe Brow Powder
Best Brow Powder
Joey Healy Luxe Brow Powder
Amazon
Why It Won: We used to watch in amazement as makeup artists would deftly build the most beautiful brows entirely from a palette of powders. It was a technique best left to the pros, we thought—until we discovered Joely Healy Luxe Brow Powder, which is clocking its sixth Best of Beauty Award this year. Available in four natural-looking shades that are neither too red nor too gray, this whisper-soft powder offers a foolproof way to accentuate your arches and create the illusion of fullness without the reality of smudges or streaks.
Tester feedback from executive beauty director Jenny Bailly
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"I have applied this brow powder every morning with a small, slanted brush since way back in the 2010s; whenever I test another formula, I'm disappointed," says executive beauty director Jenny Bailly. "This stuff lets me build slowly, and the color doesn't change or smudge as the day wears on. One pan also lasts forever…or, in my case, at least three years." —Jenny Bailly, executive beauty director
Best Brow Pen: Maybelline New York Build-A-Brow 2-in-1 Brow Pen
Best Brow Pen
Maybelline New York Build-A-Brow 2-in-1 Brow Pen
Amazon
Why It Won: Maybelline New York Build-A-Brow 2-in-1 Brow Pen is the precise, dual-ended tool that answers all your brow-grooming needs. On one end, you have a skinny brush tip that lays down sheer, hair-like strokes for a realistic brow-hair effect. On the other end, a clear brow gel sculpts natural hairs into your preferred position. And because the formula is waterproof, all that brow construction won’t come crumbling down the minute you start to sweat.
Tester feedback from commerce editor Angela Trakoshis
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“In between microblading sessions, this drugstore pick is everything I need and more. It's the easiest, most user-friendly brow product in the game. Just a few flicks and you have full brows in no time.” —Angela Trakoshis, shopping market editor
Best Brow Pen: Benefit Cosmetics Mighty Fine Brow Pen
Best Brow Pen
Benefit Cosmetics Mighty Fine Brow Pen
Nordstrom
Ulta Beauty
Why It Won: With its triple-tipped applicator, the Benefit Cosmetics Mighty Fine Brow Pen takes a multi-pronged approach to shaping your brows. The sharp-yet-flexible points and buildable tint leave behind a trio of micro-fine strokes that, when brushed along your arches, blend seamlessly with your natural hairs. And with eight different shades (in two different tones—warm and neutral), goof-proof brows are guaranteed every time.
Tester feedback from associate beauty director Sarah Kinonen
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“At first glance, the Mighty Fine Brow Pen looks intimidating—and like a three-pronged Papermate—but if I, the most unskilled makeup artist on the Allure team, can use it to easily fill in sparse sections with ease (and little mess), there’s no doubt it deserves its ‘winner’ title." —Sarah Kinonen, associate beauty director
Best Brow Conditioner: RevitaLash Cosmetics RevitaBrow Advanced Eyebrow Conditioner
Best Brow Conditioner
RevitaLash Cosmetics RevitaBrow Advanced Eyebrow Conditioner
Amazon
Why It Won: We can't all be born with full brows—or with the willpower not to have overplucked them in high school—but RevitaLash Cosmetics RevitaBrow Advanced Eyebrow Conditioner gives us all the chance to see what a little TLC can do with what we've got. Its peptides, biotin, glycerin, and ginseng root extract offer a nourishing defense against breakage and brittleness, reviving the brows of numerous staffers at Allure HQ. It’s a product many of us can’t quit, with this year marking its 13th appearance on this list.
Tester feedback from executive beauty director Jenny Bailly
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"I graduated from high school in 1994. I think you can imagine what my poor brows endured during that dark, dark decade for the human eyebrow. By the time I arrived at Allure in my 20s, they were still shadows of their former selves. A strict tweezers-off policy certainly helped, but I saw the most improvement after I started using RevitaBrow around the mid-aughts (pretty much as soon as it came out). I've tried other brow conditioners over the years, but always come back to this one and use it consistently every day (which I can't say for many other beauty products)." —Jenny Bailly, executive beauty director
Best Eye Shadows
Best Eye Shadow Stick (Everybody): Ilia Beauty Eye Stylus Shadow Stick
Best Eye Shadow Stick
Ilia Beauty Eye Stylus Shadow Stick
Sephora
Ilia
Why It Won: Why It Won: One swipe of the Ilia Beauty Eye Stylus Shadow Stick leaves behind color so velvety and pigmented, you’d swear it was a powder that’s been buffed and blended to impeccable smoothness. The 20 gorgeous shades are inspired by Renaissance oil paintings, which means the shimmeries are eye-enhancing but subdued, while the mattes have a smooth dimensionality to them, whether it’s a rich neutral, like Faun (light brown) and Relic (creamy coffee), or one of the more colorful hues, like Filigree (a delicate mint green) and Nymph (a ’60s-style lilac pink).
Tester feedback from contributing writer Sophia Panych
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“I love the convenience of these slim, matte shadow pencils, especially the brown tones (Faun and Relic) that can both double as a contouring shade and as a neutral smoky eye,” says contributing writer Sophia Panych. “They’re easy to use and great for packing. I use them every morning as part of my regular makeup routine, and they come with me on every trip I’ve taken since they launched earlier this year.” —Sophia Panych, contributing writer
Best Eye Shadow Stick (Bold/Sparkle): Half Magic Sparklestik Eye Crayon
Best Bold/Sparkle Eye Shadow Stick
Half Magic Sparklestik Eye Crayon
Ulta Beauty
Content director Kara McGrath applies the Half Magic Sparklestick Eye Crayon.
Why It Won: The downside of wearing glitter on your lids is the fact that it often goes everywhere, both when you apply it and as you wear it. The magic (ahem) of the Half Magic Sparklestick Eye Crayon is that the sparkly cream shadow clings to lids, giving you the intense reflectiveness without the fallout. All 10 shades are packed with so much sparkle, you’d swear there must be some sorcery involved.
Tester feedback from content director Kara McGrath
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“I cannot stop raving about this eye shadow! It's the perfect sparkle for people who think they're afraid of wearing shimmer. The formula is so creamy and packed with ultrafine glitter that catches the light just right. I like to apply one swipe at my upper lash lines, then use my finger to blend it up to cover my lids.” —Kara McGrath, content director
Best Liquid Eye Shadow: Danessa Myricks Beauty Twin Flames Multichrome Pigments
Best Liquid Eye Shadow
Danessa Myricks Beauty Twin Flames Multichrome Pigments
Sephora
Why It Won: You’re not going to find a better duochrome shadow than Danessa Myricks Beauty Twin Flames, according to our testers. The high-impact, liquid formula imparts a shade-shifting iridescence so dazzling it sets our souls on fire and our lids aglow. We’re captivated by all 22 hues, but find an intense attraction to True Luv, a teal-to-violet scarab shade, and Sweetheart, a muted green that flickers back and forth between that and burnished gold.
Tester feedback from associate director of video programming Logan Tsugita
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“I mean it when I say no one does sparkle like Danessa Myricks. The Twin Flames liquid eye shadows are so easy to apply, and they blend out nicely without losing the effect of the densely packed shimmer. If you’re someone who likes to experiment with bold makeup, I can’t rec these enough. There are so many unique color combos to choose from, and the duo chromes make for such playful looks.” —Logan Tsugita, associate director of video programming
Best Eye Shadow Palettes
Best Eye Shadow Palette: Hung Vanngo Color Story Eyeshadow Palette
Best Eye Shadow Palette
Hung Vanngo Color Story Eyeshadow Palette
Sephora
Why It Won: For over a decade, makeup artist Hung Vanngo has designed stunning eye looks for the most glamorous stars in the business. The Color Story Eyeshadow Palettes he launched this year will let you tap into that brilliance. Available in eight colorways—from the sumptuous New Neutrals to the lightning-bright Brilliant Blue—each eight-pan palette is painstakingly curated to make it simple to dream up your own dynamic looks, whether that’s a soft, daytime smoky eye or something much more dramatic. The four formulas (metallic, satin, matte, and 3D velvet matte) lay down heaps of pigment and spread and blend beautifully, so executing those looks doesn’t require you to be an eye makeup artist extraordinaire.
Tester feedback from commerce editor Sarah Han
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“Selena Gomez’s makeup artist created an eye shadow palette? I’m sat. The New Neutral palette has all my essential shades—think elevated nudes—in a mix of perfectly balanced shimmers and mattes. When I’m in a rush, I’ll swipe on my favorite shimmering warm gold shade with a finger, and it diffuses beautifully.” —Sarah Han, commerce editor
Best False Lashes
Best Individual False Lashes: Ardell Seamless Underlash Extensions
Best Individual Lashes
Ardell Seamless Underlash Extensions
Amazon
Why It Won: A favorite among professional makeup artists, the Ardell Seamless Underlash Extensions have caught our editors’ eyes two years in a row for their ability to give lashes a fluttery, natural-looking length and volume. Inside the comprehensive kit, you have a special tool to help with application, as well as a dual-ended wand of adhesive and sealant that keeps your new lashes in place for up to 10 days, and a gel remover for when you’re ready to say goodbye.
Tester feedback from beauty closet associate Edward Horgan
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"This kit is it when it comes to quick-and-easy lashes. The hassle-free application means no extra glue or mess, and natural-looking falsies that last all day." —Edward Horgan, beauty closet associate
Best Strip False Lashes: House of Lashes Iconic Line
Best Strip False Lashes
House of Lashes Iconic Line 155
Amazon
Why It Won: “Comfortable” and “drama” aren’t usually used together in a sentence, especially when talking about false lashes. But with the three different strip lash options in the House of Lashes Iconic line—the Iconic, Iconic Lite, and Iconic Mini—that’s exactly what you get. The slim, bendy band feels weightless and won’t poke into your lash lines (so much so that one of our testers fell asleep in them) while the layers of criss-crossed fibers create a shocking amount of volume and length.
Tester feedback from senior copy manager Leslie Lipton
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“C'mon, is something really ‘iconic’? Absolutely, when that something is the House of Lashes Iconic line of false eyelashes. Choose the degree of drama you want, whether you're a newbie or an experienced wearer. The bands are flexible, so they're easier to apply than most others, and comfortable for hours and hours of fluttery fabulousness." —Leslie Lipton, senior copy manager
Written by Sophia Panych
How does Allure test eye makeup products for Best of Beauty?
For winners in our Best of Beauty Eyes category, we consider each product's performance based on ingredients, efficacy, inclusivity, packaging, durability, and user experience (including texture and wear). We test thousands of eye makeup products on a wide range of eye shapes and skin tones, for varied makeup preferences and personal routines. Our large group of testers—editors, top industry professionals, and other experts—wear the products in real-world conditions, during long days, workouts, and in high humidity to evaluate performance, pigment payoff, longevity, and how easy products are to both apply and remove.
Are winners in Best of Beauty Eyes smudge-proof or long-wear?
Yes. In addition to awarding the best waterproof mascara, many of the winning eye makeup products in this category can make waterproof, long-wear, and transfer-resistant claims. There’s a tubing mascara that won’t come off until you wash your face, eye pencils and liquid liners that won’t budge for 24 hours, and shadow sticks and shimmer-flecked powders that glide on and set without fading or creasing. When testing, we specifically look for products that don’t smudge, flake, or break down quickly.
Do the Eyes winners work for sensitive eyes or contact lens wearers?
Several of the Best of Beauty Eyes winners are created specifically with sensitive eyes in mind, like the Clinique High Impact Gel Tech Eyeliner and the Ilia Eye Stylus Shadow Stick. All of the mascaras, liners, and shadows on this list have been tested by contact-wearing editors and experts, all of whom were able to wear the formulas for long stretches of time with zero irritation or flaking—just one of the reasons they are winners in our book.
What kinds of eye makeup products are included in this category?
Best of Beauty Eyes features any product that can be worn on your lids, lashes, and brows in a wide variety of textures to suit any preference or type of eye look. That includes mascara and false lashes (strips and clusters!), eye pencils and felt-tip liners, shadow palettes and multichrome pigments (designed by professional makeup artists), and brow groomers of all kinds, like gels that tame and powders that bulk.
Are there winners that work well for hooded eyes, oily lids, or short lashes?
Yes. We employ a large group of testers to ensure representation across a wide range of ages, eye shapes, skin types, and lash length. When choosing our winners, we make sure to consider how a product performs on people with hooded eyes, short and straight lashes, oily and dry lids, and mature skin. If a product doesn’t work for one of our testers, it doesn’t make the cut.
Like what you see from Allure's Best of Beauty Awards?
