Lacura They’re Brilliant Mascara

EDITOR’S NOTE: This review is from 2022. Aldi most recently sold mascara again the week of December 10th, 2025, for $4.99. See our update at the end of this post about our thoughts on the mascara after using it for several months.  

Aldi recently made waves when it sold a variety of makeup products as limited-time specials under its Lacura private label. Aldi bargain hunters could pick up primer, eye shadow palettes, or mascara, all at prices that rival what you pay for popular name-brand makeup in a drugstore or big box store.

I picked up a tube of primer, a set of eye shadow, and a tube of mascara to try with my daughter. Here, I’m taking a closer look at one of the Aldi mascara options.

Lacura They’re Brilliant Mascara cost $3.99 for a 0.28-ounce (8 grams) tube when I bought it in 2022. As of 2025, it’s $4.99. That’s on the lower end of prices for mascara. I don’t buy makeup often, but when I do buy it, it’s usually from Target, and I often pay in the $6-and-up range for a single tube of mascara unless I happen to find a sale or I go with an extremely cheap brand. Several people on Aldi Facebook groups compared the Lacura makeup to Urban Decay makeup, which also sells for more at retailers such as Target.

The Aldi Lacura mascara is an Aldi Find, which means it’s only in stores for a short time. Each store should receive one shipment, and after that sells out, it’s gone until whenever Aldi decides to bring it back. (And Aldi won’t offer online ordering for it after it sells out at your local store.)

The mascara was made in China, and in 2022 it came in four varieties:

• Rise Above Mascara in a 0.49-ounce tube
• Rise Above Waterproof Mascara in a 0.49-ounce tube
• They’re Brilliant Mascara in a 0.28-ounce tube (the one I purchased)
• They’re Brilliant Waterproof Mascara in a 0.28-ounce tube

I’m not sure why there is a size difference between the Rise Above and They’re Brilliant mascaras, and I didn’t notice the difference until after I’d made my purchase. Because they’re all the same price, I don’t know if the smaller mascaras are someone better quality or not. It’s a mystery to me. I bought the smaller They’re Brilliant mascara tube, and I got it in the non-waterproof variety because I like to be able to more easily remove my mascara without the need for extra makeup removal products.

The Lacura They’re Brilliant Mascara claims it “dramatically lengthens lashes for a fuller look” and “builds volume while separating lashes.” It also says it “delivers definition and curl from root to tip,” creating “striking lashes with just one coat” with “no clumps, no smudges, no flakes.”

All of the Aldi mascara appears to be black. Sometimes I’ll see other brands sell colors such as brown, but that does not appear to be the case with the Lacura mascara.

It features an hourglass-shaped wand “designed to add volume.”

To use, the box instructs you to wiggle the applicator from side to side, working from root to tip, to build volume and length. Turn the applicator upright, stroking upward, to help separate and enhance the curled effect. Repeat as desired.

I don’t typically wear a lot of makeup, but I do occasionally wear mascara. I tried it, and it seems to work as well as other brands I’ve used.

My teen daughter also tried this mascara and liked it.

It might be a little more gloppy on the end tip of the applicator compared to some other mascara brands I’ve used, but it’s not bad. It was easy to apply and looks good on our lashes. We’ll continue to use it, and I’ll update this post with any new developments.

The Verdict:

Lacura Mascara is a limited-time special at Aldi. It was available in several varieties, and I tried the non-waterproof They’re Brilliant mascara. It went on easily and looks good, and for a fraction of what I pay for mascara at big box stores. I like it so far.

UPDATE (12/4/2025) — This mascara was fine, and I used it until it was time to replace it with new. There are probably higher-quality options out there, but this one did the job with no complaints from us.