Fan-Favorite ILIA Limitless Lash Mascara Has a New Shade

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Chocolate brown is the color of the season, making its way into fashion, beauty, and even accessories. Whether it’s a cozy cashmere sweater, a sleek leather bag, or a warm-toned manicure, the rich hue is having a major moment. Beauty brands are embracing the trend, and ILIA is leading the charge with an exciting launch, introducing their fan-favorite Limitless Lash Mascara ($29) in a brand-new brown shade.

This award-winning mascara has already earned a devoted following, due to its ability to lift, lengthen, and nourish lashes with a clean, smudge-free formula. Designed to be flake-resistant and long-wearing, it provides all-day wear without the dreaded midday crumble.

In clinical studies, 100% of users reported that the mascara lifted, separated, and defined their lashes, while an impressive 97% confirmed that they experienced no flaking throughout the day. With stats like these, it’s no wonder ILIA’s Limitless Lash Mascara has become a staple in makeup bags everywhere.

Now, the beloved formula arrives in a new shade, “Before Dawn,” a rich chocolate brown that offers a softer alternative to classic black mascara. Perfect for achieving that effortless “no makeup, makeup” look, this warm, flattering hue enhances the natural beauty of your lashes without overwhelming your features. It’s a game-changer for those who love a more understated approach to eye makeup but still want definition and depth. Plus, brown mascara is known for making eye colors pop, bringing out the golden flecks in brown eyes, enhancing the richness of green eyes, and intensifying the clarity of blue eyes.

But ILIA doesn’t just stop at aesthetics, the Limitless Lash Mascara is also packed with crucial ingredients. Infused with Arginine, known for its lash-strengthening properties, and Organic Shea Butter, which deeply conditions and nourishes, this formula treats your lashes while you wear it. Unlike many mascaras that can leave lashes brittle over time, ILIA’s formula ensures they stay soft, flexible, and healthy.

@maddieziegler this is my perfect everyday mascara @ILIA Beauty #iliabeautypartner ♬ Illusione perfetta – Piero Piccioni

Dancer and actress Maddie Ziegler calls it her “perfect mascara for everyday,” and we can see why. With its ability to deliver natural yet defined lashes, it’s the ideal addition to any beauty routine. Whether you’re heading to brunch, a day at the office, or simply want to enhance your features with minimal effort, “Before Dawn” is set to become a new go-to favorite.

If you’ve been looking for a sign to switch up your mascara game, consider this it. With ILIA’s Limitless Lash Mascara in “Before Dawn,” you can embrace the chocolate brown trend in the most effortless and flattering way possible.

Check out ILIA’s Limitless Lash Mascara here.