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There are plenty of “rules” about getting dressed and wearing makeup I picked up in the late nineties/early aughts that I’ve spent the last decade and a half trying to unlearn. (You wouldn’t last an hour in the asylum where they raised me etc., etc.) While I no longer feel compelled to add a belt to every outfit, I stand staunchly by the color theory that drove Almay’s Y2K-era Intense i-Color shadow palettes—which means my green eyes and I are big supporters of the burgundy mascara trend. Specifically, I’m all in on Benefit Cosmetics’ Badgal Bang Mascara in the newly released Wild Plum shade.

Benefit Cosmetics

Benefit Cosmetics Badgal Bang Mascara in Wild Plum

$29 Ulta Beauty

$29 Benefit Cosmetics

According to Google Trends, searches for “burgundy mascara” have been up since the beginning of this year. TikTok is full of videos of people saying they’re swapping their black mascara for this rich, purple-red shade which, they say, offers a softer look while making eyes of any color “pop.” Although burgundy options from L’Oréal Paris and Maybelline New York seem to have starring roles in the majority of these videos, there are also comments complaining that those two products are often sold out. Enter, this new one from Benefit, which launched in April.