In a world ruled by ‘miracle creams’ and high-tech skin gadgets, humble beauty buys like the best mascara tend to get overshadowed in favor of the Next Big Thing. But while a new mascara might not grab your attention as quickly as a serum that promises a facelift in a bottle, a great formula can most certainly be revolutionary. One swipe can instantly make your eyes appear bigger and brighter—and convince you that you’re more awake than you actually are.Whether you want a subtle lift or falsies in a tube, we’ve seen tons of new and innovative mascara formulas this year—and found options for every lash length, budget, wand, and formula preference.
