Beauty Enthusiasts are Gaga Over Burgundy and Glitter Mascaras

When it comes to elongating lashes and beautifying eyes, beauty lovers have a new [makeup] bag of tricks. It’s 2025! That “Old Black Magic” isn’t cutting it (we’re looking at the tubes of black mascara); especially this festival season. They want color. Deep-red… and glitter.

According to Spate’s new popularity index, burgundy and glitter are the fastest-growing mascara products in the US.

Burgundy Mascara

Burgundy mascara has grown by +411.5% compared to last year and across platforms. Google Search currently owns the trend, with 60.8% of the Popularity Share. On search, it’s grown by +455.8% compared to last year, while on TikTok, it’s up by +355.2%. On TikTok, the trend receives an average of 177.1K weekly views, and on Google, 5.4K monthly searches. The top branded hashtag tied to the trend is #colourpopcosmetics, with 78.5K average weekly views.

Another related hashtag, #mascarareview, averages 81.0K weekly views, indicating that creators are actively testing and sharing colored mascara in real time, which is an especially helpful tool for the experiential shopper. Consumers’ heightened interest in colored mascaras is brands’ cue to wave the color wand over its shade range.

Glitter Mascara

For the side-eyed beauty enthusiast seeking inspo from Coachella makeup looks, or the corporate woman seeking to sprinkle some fairy dust on her workplace threads, Spate analysts say a swipe of glitter mascara will suffice for added “oomph.”

Interest in glitter mascara has grown by +296.7% compared to last year and across platforms, with TikTok leading the trend and holding 83.9% of its Popularity Share. On TikTok alone, the category has grown by +428.4% year over year, averaging 78.9K weekly views. On Google, it has increased by +72.9%, with 1.8K monthly searches. This rising interest shows that consumers want to add some pizazz to their color.

Consequently, they are drawn to texture and visual effects. Like a manicure’s shimmery topcoats, glitter mascara offers a similar eye-catching appeal. Analysts encourage color cosmetics brands to create layering products that work with both traditional and colored mascaras.

While top searches remain unbranded, YSL and Maybelline are sterling exemplars. Interestingly, one is accessible and the other luxury, suggesting a strong demand across all price points. On TikTok, the top branded hashtags tied to this trend include #maybeitsmaybelline, with 28.9K average weekly views and #focallureus, with 8.6K weekly views. The finding demonstrates established and emerging brands are exploring the space.