The New York Times’ Pick for Best Mascara Will Surprise You originally appeared on Parade.
Is finding the perfect mascara possible? Even with good go-to formulas, there’s always a little something that could be better. And some options out there are so frustrating with all their flaking and smearing, that it has caused us to embrace the no-mascara trend.
So we looked to The New York Times’ Wirecutter for their 2025 picks selected by rigorous testing of 30 different mascaras that they then narrowed down to 12 that were blind-tested by a panel. We’re so happy they have time for that, because their top pick truly surprised us. (To be honest, we’re a little surprised they tested this one at all, since it’s by a relatively-new celebrity brand.)
The New York Times‘ Pick for Best Mascara Will Surprise You
Drumroll with mascara tubes please! The New York Times choice for best everyday mascara is:
Rare Beauty by Selena Gomez Perfect Strokes Universal Volumizing Mascara, $22
Rare Beauty’s vegan volumizing mascara is a buildable formula (meaning you can put a few layers on) “and it stays put all day without running or crumbling,” The Times found. The also said that it both volumizes and lengthens, and it can be tough to find a formula that truly does both.
Their testers also found that just one coat provides a lot of pigment, and although it goes on clumpy, a basic comb through evenly distributes the product, which stays put all day.
Gomez, 33, is in her mogul-era, and we’re so happy she’s sharing the wealth and making great products that are also affordable. She seems to really enjoy the process, too. “It’s something I’ve always had a passion for, it’s my job and I love it.”
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This mascara comes with a big, fluffy brush, which got high marks from New Beauty, which also celebrated this mascara last year.
In Rare Beauty’s independent study of 120 people, 100 percent of users representing all lash types reported they had more length and volume after using the mascara; 95 percent had more lift; and 92 percent had more curl, New Beauty reported.
In a different study on 58 people, 93 percent said the mascara separated and defined their lashes without clumping, and 92 percent said it created longer-looking lashes that last all day.
When it comes to mascara, I always buy a mini if they offer one, since you should replace it every three months anyways (and I’ve never run out.) Try this one for just $12.
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The New York Times’ Pick for Best Mascara Will Surprise You first appeared on Parade on Aug 16, 2025
This story was originally reported by Parade on Aug 16, 2025, where it first appeared.
