Data from leading customer reviews analytics firm rAIviews shows that the top ten eye makeup products at Sephora US accounted for 48.6% of all category reviews in 2025.
Seven out of the top ten products were mascaras, signalling a decisive shift away from the “clean girl” minimal lash aesthetic back towards high-impact, engineered results. Consumers are no longer buying just “black lashes” but specific architectural outcomes: tubing from Too Faced, extensions from Lancôme, and lifting from Prada.
The success of Too Faced’s Ribbon Wrapped Lash confirms that tubing technology has moved from niche to mass market. These polymers, which wrap the lash rather than painting it, solve the primary consumer pain point of smudging. Innovation in removal is now valued as highly as the application itself.
Meanwhile, the presence of Hourglass Vanish Concealer and Urban Decay’s Face & Eye Palette reveals a blurring of category lines. Consumers now view under-eye brightening and face sculpting as integral to the complete eye look: the boundary between complexion and eye makeup is dissolving.
In brows, the Anastasia Beverly Hills MicroStroke Pen signals a departure from the fluffy brow, indicating a return to precision and structured strokes. The Urban Decay cool-toned palette further reinforces that aesthetic preferences are cooling down, moving away from warm neutrals toward structural grays and taupes.
Finally, the inclusion of SEPHORA COLLECTION’s Size Up mascara and an ILIA gift set demonstrates the persistent power of value. Even in the prestige space, price-per-wear remains a critical driver of engagement, proving a house brand can compete with industry giants if the performance is viral-worthy.