Brown Is the New Black: How to Wear This Season’s Chicest Eye Makeup Trend - goop (2025)

Brown is the new black this season—at least when it comes to the most obsessed over eye makeup trends. Whether it’s a subtle brown mascara, shimmering bronze shadow, or smudged-out espresso liner, it’s one makeup hue that truly looks flattering on everyone.

The best part? “Brown is a foolproof shade,” says celebrity makeup artist Sam Fine. “It’s so easy to work with because it’s so flattering, subtle, and blendable that it always looks beautiful.”

It’s the perfect shade range to accentuate natural features without being too bold or overpowering, adds celebrity makeup artist Tobi Henney. “I always use a lot of brown tones because it’s softer and works for day or night,” she says. It’s also incredibly versatile: Brown can become full-on glamorous with some shimmer and extra shading at the crease or stay understated with a matte finish and next-to-nothing swipe of mascara.

All things considered, it’s no wonder brown eye makeup is having a moment. Below, pro makeup artists walk us through two gorgeous ways to try it—one with a matte finish for more softly defined features, the second for a metallic, sun-kissed glow.

The easiest way to prep your eyelids for makeup is by using a little bit of what’s left of your foundation on your makeup sponge or brush. “It adds just enough tact to help the eyeshadow grab consistently,” says Fine. Primers are also a great option to help eyeshadow adhere and keep it from creasing—just make sure it dries completely before you layer on any shadow, he adds.

For those who prefer to prep with eye cream or moisturizer, Fine recommends also applying a loose powder to help set and softly blur around the eyes. “It’s like a topcoat to nail polish,” he says. “It adds a barrier that prevents eyeliners or mascara from smudging, flaking, or bleeding throughout the day.”

1. Primer

   ILIA

   True Skin Radiant Priming Serum

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2. Eye cream + concealer

   Kosas

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   Revealer Super Creamy + Brightening Concealer and Daytime Eye Cream

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3. Setting powder

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   Soft Focus Finishing Powder

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For a sultrier take on the trend, opt for darker, espresso-like brown hues. The key to a matte, diffused, softly smokey look is layering different shades of brown, explains Henney. “Chocolate hues and lived-in liner helps give eyes that subtly chic depth with a sexy, no-makeup makeup effect,” she says.

1. To start, line the top and bottom of your eyes with a brown eyeliner and gently buff it out for your desired smokey effect. “Surrounding the eye in brown makes your eye color really pop,” says Fine. Fine likes a smooth gel liner whereas Henney prefers a pencil—choose based on your preference. “The most important part is that you gently work and blend that eyeliner out to smooth out any harsh lines,” says Fine.
2. Next, Henney likes to layer a cream-colored shadow all over lids with a matte, chocolate shade on top. “Use a flat, dense brush to press on and apply the shadow,” she says. Then, smooth and buff it out with a fluffy brush. “Placement on the lid comes first,” says Fine. “Then blend it out to make it look more lived-in and softer by diffusing those rigid lines.” Shade is important when choosing a matte brown shadow, too. “Look for something with a little contrast that’s not too warm and not too cool,” says Fine.
3. Swipe on a coat of mascara for definition and lift. Although brown mascara is more popular than ever, for this look, black will better balance out the darker-hued shadow. “Brown mascara leaves your eyes subtly defined and lifted with an invisible, my-lashes-just-look-like-this vibe,” says Fine. “It doesn’t have the contrast or intensity that black has.”
4. For the rest of your makeup, keep it simple. “I like to add a little luminosity and warmth with a highlighter and powder bronzer,” says Henney. “Finish with a natural, pinky lip.”

1. Kosas

   Soulgazer Intensifying Gel Eyeliner

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2. goop Beauty

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3. Tower 28

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4. RMS BEAUTY

   Eyelights Cream Eyeshadow

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5. RMS BEAUTY

   Cashmere Matte Eyelights

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6. Westman Atelier

   Eye Pods Eye Shadow

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For a more warm and metallic spin on the brown eye makeup trend, this look is all about the glow. “A bit of shimmer warms up the eye and adds a bit of reflection that’s so interesting and beautiful,” says Fine. “It also adds depth without having to try too hard.”

1. First, eyeshadow. “There’s no real rule for placement for a sheeny shadow,” says Fine. “Apply it on the lid and then blend it out with a brush or fingers.” Look for a shadow with gold flecks or pearly effects in the shade, too. “Shimmer tends to be a bit more playful and fun,” says Fine.
2. While you can add a little definition with eyeliner on your top lid to compliment the shadow, Fine recommends skipping shimmer underneath the eye. “It’s not always the place you want to add shine,” says Fine. “It might end up highlighting the area and actually making your under eyes look puffier.”You could also skip the liner and go straight to the mascara, too.
3. While anyone can wear brown tones, when it comes to mascara, Fine recommends it for those who have naturally lighter lashes, like blondes. “If you have naturally dark lashes, brown mascara can actually make your lashes look lighter and less natural,” he adds. “It can almost look like you’ve dyed your lashes a lighter color.” Instead, he suggests trying to play around with different shades of black mascara, whether it’s black-brown, gray-brown, or off-black.
4. Compliment the look with bronzer on your skin for an all over sun-kissed look. “You don’t want the eyeshadow to sit alone,” says Fine. “Surrounding your bronzy eyes with more brown helps pull it all together for a more natural feel.”

1. ILIA

   Liquid Powder Chromatic Eye Tint

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2. Tower 28 Beauty

   MakeWaves Lengthening and Volumizing Mascara

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4. goop Beauty

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5. Saie

   Sun Melt Natural Cream Bronzer

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6. Westman Atelier

   Liquid Super Loaded Drops

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