One thing about us? We're huge Ilia fans over here at Cosmo. The brand has won numerous beauty awards over the years, including a 2024 Readers' Choice Beauty Award in the best clean beauty brand category, so we know you guys are fans too.
So when we heard Ilia was launching a new version of their iconic Limitless Mascara in brown (ICYMI brown mascaras are having a moment) we were so freaking excited to get our hands on the formula and, of course, tell you all about it.
After testing Ilia's new Limitless Lash Mascara in Before Dawn for a month, we're finally ready to share our thoughts. Keep reading for the full Cosmo HQ Review—plus some selfies to show off its lash-enhancing powers.
About the Ilia Limitless Lash Mascara in Before Dawn:
- Price: $28
- Key ingredients: Biotin, arginine, shea butter
- Key benefits: Length, lift, and separation
- Size: .27 oz
Jasmine Hyman, assistant beauty editor
"Ilia's Limitless Mascara in black lengthens, separates, and curls my lashes so well, while adding bold pigment to my naturally light lashes—so the brown version had *a lot* to live up to.
I really liked this shade of rich brown on my lighter eyes. It still made my lashes stand out, but the deeper hue didn’t wash me out the way other brown mascaras tend to. It’s more of a dark chocolate—not as harsh as black, but not obviously light brown either.
This was the only mascara I brought on a week-long trip to Europe, and it didn’t disappoint. It got me through a ten-hour work event and straight to dinner after without smudging or flaking the entire time. If that’s not a testament to its staying power, I don’t know what is." —JH
I mean, look at that length!!!
Lauren Balsamo, beauty director
"I am fully in my brown mascara era over here. I love a no-makeup makeup look for everyday, and black mascara tends to look too harsh if I’m not wearing a full face. But brown? It’s so soft and natural and enhances my eyes without creating a stark contrast against my skin.
On my brown mascara journey I’ve tested a ton of formulas, and Ilia’s is a total standout. It’s the same buildable, non-clumpy, and long-lasting Limitless Lash formula I’ve used and loved for years, but now in a chocolatey brown hue that’s ultra flattering. This is definitely a soft-lash mascara, so don’t expect anyone to think you’re wearing extensions or falsies after applying it…but that’s exactly why I like it. It’s fairly effortless as far as eye makeup goes, and gives your lashes a little extra something without being too in your face, which is in line with my personal makeup style these days." —LB
It’s ideal for minimalist glam.
Beth Gillette, beauty editor
"The tides are changing, and my penchant for the most spidery, bold, blackest lashes is being replaced by a much more subdued, barely there look. I've almost exclusively worn brown mascara for the last six months because I love how it widens my eyes without adding too much drama.
In the past, I was admittedly never obsessed with Limitless Lash by Ilia. It's objectively a good mascara, but it never wowed me. But in the brown with my newfound love for a simpler lash? It's become my go-to. In fact, it was the only mascara I brought on two trips this spring, knowing it would serve me better than anything else I had in my collection. It makes my lashes look long and separated. If you like a super voluminous look, this leaves a bit to be desired, but it's perfect for daily wear." —BG
Perf for soft glam days in the office.
Final thoughts:
The Ilia Limitless Mascara in Before Dawn has officially become a beauty team favorite for everyday wear. And that’s saying a lot—we test dozens of mascaras every year. The formula has extreme lengthening capabilities, holds up all day (no raccoon eyes or end-of-day smudging here), and the brown shade is bold enough to define your lashes without feeling too harsh on minimal makeup days.
Why trust Cosmopolitan?
Jasmine Hyman is the assistant beauty editor at Cosmopolitan, where she writes about all the best beauty launches for our Cosmo HQ Review franchise. For this story Jasmine—along with beauty director Lauren Balsamo and beauty editor Beth Gillette—tested the Ilia Limitless Mascara in brown for a month and compared it to other brown mascaras on the market.
Jasmine Hyman
Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.
