8 Best Mascaras at Goal, Tested & Reviewed – WWD

1 Nov

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Goal is a one-stop shop for all types of home, clothing, and lifestyle essentials, but, so far as we’re concerned, the wonder department is at the middle of the bullseye. Goal’s among the best places to buy makeup bag staples like mascara from a variety of brands, so we rolled up our sleeves to check the perfect mascaras at Goal for achieving long, fluttery, lashes with minimal effort.

Any beauty lover knows that strolling or scrolling through Goal’s beauty selection is identical to being a child in a candy store, because there’s such a large mixture of brands to find. It’s practically grow to be its own beauty department store over time — especially since Ulta moved in a couple of years back. Whether in-store or at Goal.com, you’ll be able to shop all the range of the perfect drugstore mascaras, from brands like Maybelline, Essence, and L’Oréal, or fill up on prestige mascara holy grails from Profit Cosmetics and Too Faced. Plus, Goal’s Ulta aisle offers more indie beauty brands you’ll be able to’t find anywhere else, like Colourpop, Honest Beauty, Pixi Beauty, Juvia’s Place, and Makeup Revolution.

On top of Goal’s uniquely abundant grab bag of beauty goodies, it’s among the best retailers to buy online. Savvy Goal shoppers can bask in exclusive deals, free two-day shipping on orders over $35, and major perks with a free RedCard membership. Also, unlike other drugstores or online beauty destinations, you’ll be able to return a product for a full refund — no questions asked.

To pinpoint the perfect mascaras from Goal, our panel of three testers and editors trialed a collection of top-rated options through extensive, hands-on evaluation periods. We picked up old favorites to asses their updated formulations, discovered mascaras which are popular from Goal to TikTok, and hit the books to research the perfect mascara ingredients for various lash types and transformative effects.

Top Mascaras at Goal of 2023

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Testing Verdict: Top 3 Goal Mascaras of 2023

Goal offers a mixed bag of beauty brands across various price points and mascara formulations, so selecting the perfect mascara from Goal will depend upon your budget and private preferences. There’s an awesome selection to pick from, whether you’re out there for a lengthening formula, an ultra-clean option, waterproof endurance, or a false lash effect. For this reason, our editors and testers cherry picked three top mascaras that provide different results, somewhat than one standalone champ. Listed below are our favorites:

Too Faced Higher Than Sex Volumizing & Lengthening Mascara: Goal customers and our editors agree that this mascara scores high on the drama factor each time. It’s daring pigmentation and intense thickening formula transforms the lash line with minimal effort, with added conditioning ingredients that pair with an modern curl-boosting wand.
Covergirl Lash Blast Clean Volume Mascara: Covergirl’s Lash Blast mascara line is a tried-and-true favorite, which is why we’re impressed by its clean iteration for sensitive eyes. It maintains the unique formula’s volumizing and defining effects, without the use of probably irritating ingredients like parabens, sulfates, talc, and mineral oil. Not only will it leave you looking bright-eyed, it’s also easy on the eyes, with zero risk of running, smudging, or flaking.
Essence Lash Princess False Lash Effect Mascara: This Essence mascara will provide you with essentially the most bang on your buck. Its dense, conic wand evenly coats each lash with even precision and its wealthy formula builds as much as falsies-level volume and thickness. It’s a TikTok celebrity in its own right with over 2.9 billion views, and has quickly grow to be a star amongst our editors’ makeup bags, too.

Courtesy of Too Faced

Best Mascara at Goal for Volume

Too Faced Higher Than Sex Volumizing & Lengthening Mascara

Formula type: Lengthening, volumizing
Shade range: Black
Key ingredients: Acacia Senegal tree extract and peptides
Top-Quality Store Badge on Google: 4.6/5 stars

Did you already know that the Too Faced Higher Than Sex Mascara was once crowned the #1 top selling mascara in America? Well, in accordance with our testers, and 22,000 five-star rankings by Goal customers, it definitely lives as much as the hype. It delivers on drama with a pitch-black thickening formula that builds big volume and length in a single even coat. The sport-changing wand is available in bulbous hourglass shape, which works to curve the middle of the lash line upwards, while pushing and flaring out the inner and outer corner eyelashes. Plus, it’s formulated with film-forming polymers that preserve the false-lash effect, all while peptides condition the lashes underneath.

Editor testing and review notes: “If you happen to love thick, black, voluminous lashes and also you haven’t tried this mascara — you’re missing out. Higher Than Sex has been one of the reliable mascaras in my makeup bag over time because I realize it’ll at all times give me a dramatic effect without pesky clumps or flaking throughout the day. While its formula and hourglass wand is comparable to the lower cost L’Oreal Paris Voluminous Lash Paradise Mascara, I still at all times return to Too Faced for its dryer consistency. I also swear by the waterproof version for extra smudge-proof wear over hotter months.”— Cigliano

Price upon publish date of this text: $29

Courtesy of CVS

Best Clean Mascara At Goal

Covergirl Lash Blast Clean Volume Mascara

Formula type: Volumizing
Shade range: Pitch Black, Very Black, Black, Black Brown, and waterproof formulations
Key ingredients: Argan and marula oils
Top-Quality Store Badge on Google: 4.6/5 stars

Covergirl’s Lash Blast Clean Volume Mascara is among the best options at Goal for those with sensitive eyes which are susceptible to irritation, since it omits potentially irritating ingredients corresponding to parabens, sulfates, talc, and mineral oil. What’s more, it’s infused with lash serum-inspired ingredients like argan and marula oils to depart the lashes healthier, all while enhancing your eyes with major volume and length. The tapered wand expertly separates the lash line to create the looks of fuller lashes, without overloading them with product. Intentional beauty lovers may also appreciate that this mascara is vegan, cruelty-free, and designed with recycled packaging.

Editor testing and review notes: “Covergirl’s Lash Blast mascara line has been a tried-and-true drugstore favorite of mine for well over a decade, so I used to be curious to see if the clean iteration held up against the remaining. Spoiler alert — it provides the identical effect as the unique orange tube. What I like concerning the Lash Blast formulation is its dryer feel, which works to define the lashes without causing smudging throughout the day. It combs the natural lashes with a light-to-medium amount of product to create buildable, soft volume. This mascara also extends the lashes to a versatile length, which creates a more feathery appearance. If you happen to like a rounded, bright-eye effect, Lash Blast is your ticket to doll-eye lashes.” — Cigliano

Price upon publish date of this text: $11.59

Courtesy of Ulta

Best inexpensive Mascara at Goal

Essence Lash Princess False Lash Effect Mascara

Formula type: Volumizing, waterproof
Shade range: Black
Top-Quality Store Badge on Google: 4.6/5 stars

If you happen to’re attuned to the most well-liked TikTok beauty products, you’ve likely already heard concerning the magic of the Essence Lash Princess False Lash Effect Mascara. It happens to be on the highest of Goal’s bestseller list, too, with well over 1,200 five-star customer reviews. Not only is it beloved for its super inexpensive price tag, however it also delivers on drama with a pitch-black, thickening formula. Its conic fiber brush grips the lash line to accumulate volume, and length, while its tapered end catches tiny hairs for a fanned-out effect. The Lash Princess False Lash Effect mascara can be free from silicones, parabens, and fragrance, so it’s suitable for sensitive eyes and make contact with lens wearers.

Editor testing and review notes: “This mascara shines for its dramatic color payoff and fast thickening effect. You actually only need a maximum of two coats with this mascara, unless you favor a chunkier lash look, because only one coat will provide substantial volume and length. Take into accout that its formula does end in a heavier lash feel, however it’s a teeny tiny price to pay for its ideal application and unbeatable price point.” — Senior Beauty & Lifestyle Editor Claire Sullivan

Price upon publish date of this text: 4.99

Best Rated Mascara at Goal

Maybelline Lash Sensational Sky High Lengthening Mascara

Formula type: Lengthening, volumizing
Shade range: Cosmic Black, Very Black, Blackest Black, Brownish Black, True Brown, and waterproof formulations
Key ingredients: Bamboo extract
Top-Quality Store Badge on Google: 4.6/5 stars

The Maybelline Lash Sensational Sky High Mascara is among the many top-rated lash lengtheners at Goal, with nearly 10,000 five-star customer reviews. It’s unique for its Flex Tower wand that bends as you swipe, and combs wealthy pigment through the bottom of the lash line to the tip. The formula is infused with a shot of bamboo extract, which supplies the lashes a light-as-air, feathery feel. Whether you’re pumping up the drama with a couple of coats of Sky High, or in search of a fast fix to define your eyes without feeling weighed down, our editors love this mascara for day-to-night application.

Editor testing and review notes: “The standout feature of this mascara is its super flexible wand. I like that the plastic bristles are long and taper at the tip since it permits you to comb each lash for clean, clump-free volume. The formula leans on the wet side, which makes it ideal for constructing impressive length, while the bamboo extract allows it to wear comfortably on the attention throughout the day. It’s also incredibly easy to clean away with an easy makeup remover or micellar water.” — Commerce Author & Producer Olivia Cigliano

Price upon publish date of this text: $12.69

Courtesy of Goal

Best Waterproof Mascara at Goal

E.l.f. Lash it Loud Waterproof Mascara

Formula type: Lengthening
Shade range: Black
Top-Quality Store Badge on Google: 4.6/5 stars

It’s not on a regular basis that you just discover a top-tier mascara that outperforms in its waterproof version — and for under $6, no less. In line with our testers, it’s protected to say that the E.l.f. Lash It Loud Waterproof Mascara is one among Goal’s many hidden gems. Its flexible silicone wand applicator separates and elongates every lash, on account of long bristles that run each vertically and horizontally. The bristles even form a spiky ball tip at the tip of the wand for optimum control over a fluttery flare. The formula is available in a deep black pigmentation, which creates a glossy and daring lash look with absolutely zero risk of running.

Editor testing and review notes: “The E.l.f Cosmetics Lash It Loud Waterproof mascara shocked me not just for its endurance, but in addition for it ability to create defined volume and length. Its silicone brush effectively combs each lash from root to tip, while its small shape and spiked end accesses finer lashes within the inner and outer corner. This mascara was tested within the shower, on the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging. Whenever you’re ready to clean it away, a makeup removing cloth or easy eye-safe face wash will do the trick, with none harsh rubbing or risk of losing any lashes in the method.” — Cigliano

Price upon publish date of this text: $6

Courtesy of Sephora

Best Curling Mascara At Goal

Profit Cosmetics Roller Lash Curling & Lifting Mascara

Formula type: Curling, lifting
Shade range: Black
Key ingredients: Provitamin B5 and serine
Top-Quality Store Badge on Google: 4.6/5 stars

Whether you will have lashes that grow straight out or you wish a mascara that holds the boost out of your eyelash curler, Profit’s Roller Lash mascara reliably does the trick. Not only is it a Goal bestseller, it’s also an important in Alix Earle’s makeup routine, who’s continuously featuring it on her TikTok page for its exaggerated look. Its curling brush grips onto all the lash line to suspend your fringe upward for a bright-eyed effect, while its thickening formula builds the lashes as much as doll-level lengths. It’s also formulated with provitamin B4 and serine, a variety of amino acid, which condition the lashes for a soft — not crunchy — feel.

Editor testing and review notes: “I at all times replenish my stock of this mascara as soon as I’m running low. I’ve tried dozens of mascaras with high claims, but this one does all of it. It adds volume, separates my lashes, and enhances curl. I also love that the rubber lid is textured, which adds a helpful grip during application. This mascara can be super easy to remove with a cleansing balm or makeup remover, and doesn’t leave raccoon-eye residue under my eyes the subsequent day.” — Style Commerce Editor Nikki Chwatt

Price upon publish date of this text: $28

Best Mascara at Goal for Length

L’Oreal Paris Telescopic Mascara

Formula type: Lengthening
Shade range: Black, Carbon Black, Blackest Black, and waterproof formulations
Top-Quality Store Badge on Google: 4.6/5 stars

The enduring L’Oreal Paris Telescopic mascara is our top pick for achieving eye-popping lash lengths. Its super narrow Precision Brush effectively works like a fine-toothed comb to catch the lashes at their base and transform them to exceptional size. The wand may look typical to the naked eye, however it’s actually equipped with two sides for dual control; the flat side works to construct length while the opposite separates the lashes and busts clumps. L’Oreal’s Telescopic mascara has been a bestseller for over 10 years, and Goal offers its full range of formulations, including its lifting, balm, and waterproof iterations.

Editor testing and review notes: “As someone who leans toward big wands and thicker formulas, I used to be surprised at how well Telescopic exaggerated my lashes. The linear wand permits you to comb the entire lash line in a single swipe, which leads to a smooth, even application. Its more wet consistency and separating wand will work well on those with nice lashes, while short lashes will appreciate its elongating effect. I particularly reach for the waterproof version of this mascara for my lower lashes, for the reason that wand is sufficiently small to get a decent grip on nice hairs and the formula never smudges on my under eye after hours of damage.” — Sullivan

Price upon publish date of this text: $13.99

Best Mascara at Goal for Short Lashes

Maybelline Volum’ Express The Colossal Mascara

Formula type: Volumizing, thickening
Shade range: Classic Black, Classic Black, Glam Brown
Key ingredients: Collagen
Top-Quality Store Badge on Google: 4.6/5 stars

Maybelline’s Volum’ Express mascara line offers a few of the perfect options for upgrading short lashes to falsies-level volume, but one among our editors is very keen on The Colossal Mascara. Its Big Shot brush is the most important conic wand on our list, which extends the outer lashes because it combs the inner corner for a cat-eye effect. The wavy bristles grab each lash and deposits the inky black plumping formula for epic volume in a single coat. No brittle, flaky lashes here — its hydrating collagen-infused formula leaves the lashes soft to the touch.

Editor testing and review notes: “I at all times come back to this mascara. Each time I take advantage of a distinct mascara, I like to achieve for this as a reliable second topper coat to pump up the quantity and length. But it surely’s a star by itself, particularly for its slick black color and thickening power — which never leads to spider lashes. I can at all times count on it to create wispy-looking lash suggestions and hold a curl all day long.” — Cigliano

Price upon publish date of this text: $10.19

Suggestions for Purchasing for Mascara at Goal

Shop bestsellers: If you happen to’re on the hunt for Goal’s highest-rated beauty buys, an awesome place to begin is by sifting through bestsellers. Just navigate to Goal.com’s site menu, click “Makeup,” and choose the category you’d wish to shop. From there, select the page filter to sort by bestsellers. For instance, under the “Eyes” section in makeup, you’ll be able to view Goal’s entire collection of mascaras with the perfect rankings.
Look ahead to flash deals: Goal offers deals on top-rated beauty products and types for a limited time all year long. You may shop day by day beauty discounts across makeup, hair care, skincare, body care, and grooming from the dedicated beauty deals page. Theres also a special Ulta Beauty at Goal Deals page for price slashes on more brands and pricey products you won’t find discounted on Ulta’s home site. For added savings, Goal’s Circle Offers permits you to browse beauty coupons to use to your virtual cart, and Goal’s beauty clearance selection is chock stuffed with marked down makeup, hair styling tools, face serums, and more.
Turn out to be a Goal RedCard member: If you happen to’re an avid Goal beauty shopper, you won’t wish to miss out on Goal RedCard bonus advantages. To enroll, you will have the choice between a reloadable money card, a debit card, or a bank card, all of which grant you access to free two-day shipping, exclusive deal offers, overtime for returns, and five percent off each purchase. Plus, there’s no annual fees, so that you’ll only ever see savings with a RedCard.
Rating quick shipping: Goal offers super speedy two-day shipping for any order over $35, or in the event you’re paying with a Goal RedCard. Most of Goal’s selection qualifies for quick ship perks, nonetheless eligibility may vary depending in your location. Pro tip: Be sure that to position your order on a weekday, since the weekend may extend its delivery date by a couple of days.
Return policies: A serious plus about shopping from Goal’s beauty selection is you could return items even after a product has been been opened. If a mascara or makeup item didn’t give you the results you want, Goal will accept it for a full refund inside 90 days of purchase, or, in the event you carry a RedCard, you’ll get a full 120 days to bring it back. You may return Goal products in-store together with your online order details, drop it off curbside, or mail it back with fully free shipping.

How We Tested and Selected the Best Mascaras at Goal

To search out the perfect mascaras at Goal, our team of WWD Shop editors tested over 15 mascaras from Goal’s bestseller list. We paid attention to latest product releases, TikTok-viral formulations, in addition to compared five-star rankings and Goal customer reviews to find out essentially the most satisfactory beauty buys.

While testing, our testers examined key aspects and features of every mascara, corresponding to overall lash effects, formulation, wear time, pigment intensity, ease of application, wand function, packaging, and clean removal. Our panel of testers also assessed special features in waterproof and curling mascaras to pick out the perfect options in each formula category. The mascaras included in our top picks were tested across quite a lot of eye lash types, occasions, and functions, in addition to sensitive eye types, in an effort to assure readers of reliable wear and long, fluttery lashes.

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Meet the Testers

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News. She’s spent over five years researching, reporting on, and writing concerning the beauty industry for publications like Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested tons of of products during her time as a beauty editor, so she’s well-versed in choosing makeup products, like the perfect mascaras at Goal, that make a meaningful difference in your beauty routine.

Nikki Chwatt is the Style Commerce Editor for WWD and Footwear News, where she each writes and edits stories on the newest clothing, accessory, and shoe must-haves. As a Recent York City resident, she’s garnered a love for handbags, shoes, and garments in addition to beauty and skincare products that can keep her skin protected throughout the changing seasons. Because of this, she has tested many beauty products, including different mascaras from Goal, to see which of them work agree for her beauty goals, and which may match higher for others with different needs.

Meet the Creator

Olivia Cigliano is the Commerce Author and Producer at WWD and Footwear News. She is a Recent York City-based fashion and lifestyle author, riding the heartbeat of trends and digital culture. Her previous bylines might be found on CR Fashion Book and Elite Every day. When she’s not writing shopping content at WWD and FN, she might be found looking for a holy grail in a Brooklyn thrift store, surveilling newsstands for fashion magazines, or looking through Goal’s beauty aisles so as to add latest winning products to her beauty routine.

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