This Is the Best Drugstore Mascara of the Year

Woman applying mascara to eyelashes

The Cosmetic Executive Women voted a new L'Oréal mascara the best drugstore mascara at this year's Beauty Insider Awards. Find out why.

And the Winner Is...

People tend to have strong opinions about what the best drugstore mascara is. Many of the mascaras you see on drugstore shelves are mainstays, and loyal customers will shop the same brand for years and years. (Hey, if it ain't broke!) But drugstore beauty aisles have become more nimble in recent years expanding their offerings and responding to newer beauty trends— including stocking popular Korean brands and sheet masks—to keep up with growing consumer interest and a wider array of needs and preferences.

Every year, the Cosmetic Executive Women (CEW), a group of more than 9,000 beauty industry professionals in the United States., gets together in New York City to vote on the best new products in beauty from the past year at the Beauty Insider Awards. Most of the categories are separated into a prestige and mass pool, with mass representing the products you'd find at your go-to drugstore. For 2018, the CEW voted L'Oréal Paris' Voluminous Lash Paradise the best drugstore mascara of the year.

According to the product description, 91 percent of women who tested the mascara saw "intense and volumized lashes," while 87 percent saw "more beautiful lashes."

The mascara comes in six types—Mystique Black, Blackest Black, Black, Black Brown, Waterproof Black, and Waterproof Blackest Black—and promises to "take your lashes to paradise" for under $10. I'm not sure about you, but I'd pay a lot more than that to get to paradise.

To buy: $7, target.com