Spate Reveals Shimmer Eyeshadow, Brown Mascara Lead Color Cosmetics Trends

Beauty enthusiasts are shaking up their cosmetics regimens with added shimmer and putting aside their traditional black mascara for brown.

According to beauty trend tracker Spate’s popularity index, these color cosmetics trends are the moment’s fastest growing eye makeup products.

Shimmer Eyeshadow

Shimmer eyeshadow is currently surging in popularity. The trend has grown by +192.0% compared to last year and across platforms. TikTok owns this trend, with a 89.0% popularity share. On the platform, shimmer eyeshadow views have grown by +211.3% compared to last year, averaging 6.5 million weekly views.

On Google, searches have grown by +94.5%. Brands like Stila are leading the charge, with searches for Stila Shimmer & Glow Liquid Eyeshadow trending. Oryza is also gaining traction with Oryza Beauty Nude Shimmer & Contour Eyeshadow. Consumers aren’t just searching for traditional powder shadows; they’re interested in a variety of formats, from palettes to liquids. Color preferences like pink shimmer and white shimmer are also emerging as key interests. This presents opportunities for brands to consider transforming a bestseller into a new format or innovating multiple formats tailored to their audience.

Brown Mascara

Oft overshadowed by black mascara, brown mascara has grown by +143.8% compared to last year, with Google Search leading the charge at 60.6% popularity share. On Google Search, interest has increased by +162.3% compared to last year, while TikTok shows a +119.9% growth in views during the same period. Brown mascara is versatile and appeals to a range of consumers. For dark lashes, darker brown shades offer subtle definition, while lighter browns create a bold, dramatic effect.

The reverse applies to lighter lashes. Consumers are gravitating toward specific products like L’Oréal Telescopic Brown Mascara, YSL Brown Mascara and Essence Lash Princess Mascara Black Brown. However, searches for “best brown mascara” reveal an openness to new brands, signaling an opportunity for emerging players to enter the market. Analysts say brands can differentiate themselves by positioning products as either affordable dupes or luxury alternatives. What’s more, there’s growing interest in tubing formulas and waterproof options alongside brown mascara. Brands can capitalize on these trends by developing products with unique formulas or by creating social media content that highlights the versatility of brown mascara in makeup looks.