Gray mascara is surging in popularity,offering a subtle alternative to customary black or brown shades and becoming the latest beauty trend,according to a report from 20min.ch on October 29, 2025.The shift reflects a broader move toward softer makeup looks and a desire for understated enhancement.
This trend is gaining traction among beauty enthusiasts seeking a more natural yet impactful eye look.Unlike bolder mascara colors, gray provides a gentle definition that complements various eye colors and skin tones. Malin Mueller, lifestyle and beauty editor at 20 minutes, notes the focus on skincare, hairstyles, and trend checks driving this interest.
Traditionally, mascara has been dominated by black and brown hues. However, recent years have seen a rise in experimentation with color, and gray is now emerging as a key player.Makeup artists and influencers are showcasing the versatility of gray mascara, demonstrating how it can brighten the eyes and create a sophisticated effect. The trend is especially popular among those who prefer a “no-makeup makeup” aesthetic.
Gray mascara’s appeal lies in its ability to enhance the eyes without appearing overly dramatic. It offers a softer alternative for everyday wear and can be easily paired with other makeup products for a more polished look. The trend is expected to continue growing as more people discover its subtle yet transformative effects.
