Every year, the beauty world buzzes with excitement as Allure announces its Best of Beauty Awards, a prestigious recognition of the top makeup products that have wowed editors and consumers alike. In 2025, the spotlight shone brightly on eye makeup, from mascaras to eyeliners and brow products that stole the show.
As the eyes are often considered the windows to the soul, it’s no wonder that makeup enthusiasts are constantly seeking new ways to enhance this expressive feature. With a plethora of options flooding the market, selecting the best among them can be a daunting task. Allure’s team of experts put numerous products to the test, swiping, blending, and sketching their way through a sea of eye makeup to uncover the crème de la crème.
Among the standout winners were mascaras that promised voluminous, lengthened, and waterproof lashes. From Dior’s Overvolume Mascara to Lancôme’s Lash Idôle Flutter Extension, each product offered a unique formula tailored to meet diverse needs. Testers raved about the performance of these mascaras, praising their ability to deliver dramatic results without clumping or smudging.
For those in search of vibrant color, YSL Beauty’s Lash Clash Extreme Volume Mascara stood out with its bold pigments that added a pop of personality to lashes. The range of shades, including rich browns and vivid blues, provided a striking accent to any eye look, earning accolades from testers for its transformative effect.
When it came to eyeliners, Clinique’s High Impact Gel Tech Eyeliner and Urban Decay’s 24/7 Glide-On Pencil stole the show with their creamy textures and long-lasting wear. These versatile liners catered to a range of preferences, from bold color statements to everyday neutrals, making them must-haves in any makeup collection.
Turning attention to brows, the Göt2b Glued 2-in-1 Brow and Edge Gel emerged as a clear winner in the category of clear brow gels. Its strong hold and silky texture impressed testers, who appreciated its ability to keep brows in place without flaking. Anastasia Beverly Hills’ Volumizing Tinted Brow Gel also garnered praise for its mousse-like formula that added volume and depth to brows.
For those seeking precision and definition, Glossier’s Boy Brow Arch and Maybelline’s Build-A-Brow 2-in-1 Brow Pen offered easy-to-use solutions for shaping and filling brows. The slim applicators and buildable formulas allowed for effortless application, creating natural-looking brows that lasted throughout the day.
As the Allure Best of Beauty Awards celebrated excellence in eye makeup, it also highlighted the innovation and artistry driving the beauty industry forward. From cutting-edge formulations to timeless classics, the 2025 winners showcased the best of what makeup has to offer, inspiring beauty enthusiasts to experiment and express themselves through the transformative power of eye makeup.
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