While basic black is fine, a well-chosen color can brighten your face and save you time by taking the place of liner or eye shadow, says B.J. Gillian, a New York City–based makeup artist. The key is to choose a subtle shade that accentuates your eye color.

For green or hazel eyes, try a plum, like Yves Saint Laurent Everlong Mascara in Ever Violet ($26.50, www.neimanmarcus.com).
For brown eyes, pick a color with gold undertones, such as Pantina Bronze Luscious Lashes ($6, www.pantina.com).
Blue eyes are enhanced by any color but blue, which makes them look pale. Stick to deeper shades, like Bare Escentuals Magic Wand Brushless Mascara in Green, a dark teal ($15, www.sephora.com).