🏆 25 Best-Selling Makeup Brands Worldwide (2026)

The best-selling makeup brands worldwide are led by global powerhouses such as L’Oréal Paris, Maybelline New York, MAC Cosmetics, e.l.f. Cosmetics, Fenty Beauty, NARS, and Charlotte Tilbury. The right choice depends on what you value most: affordable everyday performance, professional color, inclusive foundation shades, luxury finishes, or viral innovation.

“Best selling” is not one neat global scoreboard. Beauty companies often report makeup together with skincare, fragrance, and haircare, so we compare sales scale, international availability, hero products, shade range, professional use, innovation, and lasting consumer demand.

We have seen this play out in our own makeup studio. A budget mascara can outperform a luxury formula one client, while a high-end foundation earns its place for a bridal event because it photographs beautifully and survives a long, humid day. The most famous name is not always the best match—but the strongest brands usually give you more than one reliable reason to return.

✨ Key Takeaways

  • L’OrĂ©al Paris and Maybelline New York lead in global accessibility, affordable staples, and broad retail distribution.
  • MAC Cosmetics remains a professional favorite for color variety, lip products, complexion makeup, and artist education.
  • Fenty Beauty raised expectations for inclusive foundation shades and continues to excel in high-impact complexion and color.
  • e.l.f. Cosmetics and NYX Professional Makeup offer strong value, trend-led formulas, and beginner-friendly experimentation.
  • NARS, Dior Beauty, Chanel Beauty, and Charlotte Tilbury are strong choices for polished prestige and luxury makeup.
  • Rare Beauty, Huda Beauty, and Anastasia Beverly Hills stand out for viral products, founder-led identity, and distinctive application styles.
  • The best makeup brand for you depends on skin type, undertone, finish, budget, wear time, and product category—not popularity alone.
  • Always buy from an authorized retailer, check the shade and ingredient list, and patch-test new products if your skin is sensitive.

Table of Contents

⚡️ Quick Tips and Facts About the Best-Selling Makeup Brands Worldwide

Before we crown a single beauty monarch, let’s clarify what “best selling” actually means. A brand can dominate global revenue, sell the most units, own the biggest retail footprint, or create the loudest social-media conversation. Those are four different crowns—and beauty has never been shy about wearing several at once.

For a broader overview of leading branded cosmetics, see our guide to What are the top branded makeup brands?.

How We Define “Best Selling” in Global Beauty

There is no single worldwide leaderboard devoted only to color cosmetics. Major industry rankings often measure total beauty sales, combining makeup with skincare, fragrance, haircare, and personal care.

That distinction matters. WWD’s 2025 ranking of the world’s 100 largest beauty manufacturers reported combined beauty sales of $258.99 billion, but the list ranks corporate groups rather than individual lipstick and foundation brands. L’Oréal, for example, owns or operates major names including Maybelline New York, Lancôme, Giorgio Armani Beauty, NYX Professional Makeup, MAC Cosmetics, and Urban Decay.

We therefore evaluate brands using several signals:

Best-selling signal What it measures Why it matters
Corporate beauty revenue Total sales from a parent company Useful for scale, but may include fragrance and skincare
Makeup category strength Foundation, mascara, blush, lip, and eye sales More relevant to cosmetics shoppers
Global distribution Availability across countries and retailers A brand cannot sell globally if shoppers cannot find it
Product velocity Bestseller status, repeat purchases, and frequent sellouts Shows ongoing consumer demand
Social influence Search interest, creator engagement, and earned media Indicates cultural momentum
Professional adoption Use by makeup artists and educators Helps validate performance under demanding conditions
Retail expansion New stores, marketplaces, and authorized stockists Signals investment and consumer access
Product longevity Cult status sustained over many years Separates a classic from a three-week trend

Our recommendation: treat “best selling” as a blend of sales scale, availability, product performance, and sustained demand, not as a popularity contest decided by one viral blush.

Luxury, Mass-Market, Indie, and Celebrity Makeup Explained

Mass-market and drugstore leaders

Brands such as Maybelline New York, L’Oréal Paris, e.l.f. Cosmetics, and NYX Professional Makeup compete through accessibility, fast product launches, broad distribution, and approachable formulas.

✅ Best for:

  • Everyday makeup
  • Beginners building a kit
  • Affordable shade experimentation
  • Easy replacement purchases

❌ Potential drawbacks:

  • Packaging may feel less luxurious
  • Formulas can vary substantially by product
  • Some shades or launches may be region-specific

Prestige and luxury houses

Chanel Beauty, Dior Beauty, Guerlain, and Armani Beauty sell more than pigment. Their appeal often includes refined packaging, heritage, sensory texture, counter service, and a carefully controlled brand universe.

✅ Best for:

  • Elegant packaging
  • Refined textures
  • Gifts and collector pieces
  • Complexion products with a polished finish

❌ Potential drawbacks:

  • Higher cost per product
  • Shade ranges may not always match newer inclusive competitors
  • A beautiful compact cannot compensate for a wrong undertone

Indie and digitally native brands

Rare Beauty, Huda Beauty, Il Makiage, and Saie grew through direct-to-consumer sales, creator communities, distinctive brand missions, and highly shareable products.

✅ Best for:

  • Innovative textures
  • Social-first launches
  • Strong brand identity
  • Products designed around specific consumer frustrations

❌ Potential drawbacks:

  • Viral popularity can make stock unpredictable
  • Shade matching may be difficult without testing
  • Marketing excitement can outpace independent wear testing

Celebrity-founded beauty brands

Celebrity brands are not automatically gimmicks. Fenty Beauty shifted complexion expectations with its broad foundation launch, while Rare Beauty built product design around approachable application and mental-wellness messaging.

Our artist rule is simple: judge the formula, not the famous surname. A celebrity can create attention; only a good product earns a permanent place in our kit.

Fast Shopping Checklist for Finding Your Match

Ask yourself these six questions before clicking “add to basket”:

  1. What product do I actually need?
    A full-coverage foundation will not solve a skincare dehydration problem, and another nude lipstick will not magically organize your makeup drawer.

  2. What finish suits your skin and lifestyle?
    Matte usually offers more oil control, while satin and radiant finishes can flatter dry or mature skin.

  3. Does the shade range include your undertone?
    Count useful undertones, not just the number printed on the shade chart.

  4. How long must it wear?
    An eight-hour office day, humid wedding, stage performance, and quick grocery run require different formulas.

  5. Can you buy from an authorized seller?
    Counterfeit makeup can contain unsafe or undeclared ingredients. The U.S. Food and Drug Administration explains cosmetic safety and labeling responsibilities.

  6. Will you use it often enough?
    A versatile blush used three times a week may be a smarter choice than a dramatic palette that retires untouched.

Our 30-second complexion test

When possible:

  • Match foundation along the jawline, not the wrist.
  • Check the shade in daylight.
  • Wait several minutes for possible oxidation.
  • Test texture over your usual moisturizer and sunscreen.
  • Photograph the match without a beauty filter.
  • Reassess after two hours for separation, creasing, and oil breakthrough.

That last step is where many “perfect” matches reveal their true personality. Makeup can be charming at first meeting and remarkably high-maintenance by lunchtime.

🌍 Global Makeup Market Background: From Heritage Houses to Viral Beauty

close-up photography of assorted cosmetics

The world’s best-selling makeup brands did not all grow the same way. Some began in department-store counters, some in professional artist studios, some in drugstores, and others in a founder’s social feed.

The global cosmetics industry now rewards brands that can combine formula performance, distribution, cultural relevance, and rapid innovation. Our coverage of the wider Cosmetics Industry explores how these forces shape what reaches your vanity.

Beauty trends cross borders quickly:

  • K-beauty popularized cushion compacts, glossy lips, gradient color, and skincare-makeup hybrids.
  • J-beauty is known for refined textures, elegant minimalism, and careful application.
  • French beauty often emphasizes polished skin, restrained color, and effortless-looking makeup.
  • American makeup culture has strongly influenced full-glam complexion work, contouring, and long-wear formulas.
  • Middle Eastern beauty has elevated dramatic eye makeup, high pigment, and sculpted finishes.
  • Indian beauty has driven demand for humidity resistance, bridal longevity, rich color payoff, and complexion shades suited to South Asian undertones.

These categories overlap constantly. A consumer in Mumbai may use a Japanese mascara, Korean lip tint, French lipstick, American concealer, and Indian bridal technique in the same routine. Beauty passports are optional; good eyeliner is not.

Why Makeup Brands Become Global Best Sellers

Our team repeatedly sees seven traits among enduring international leaders:

  1. A recognizable hero product
    Think Maybelline Lash Sensational Sky High Mascara, NARS Orgasm Blush, or MAC Ruby Woo Lipstick.

  2. Reliable distribution
    A cult product becomes a global business only when it can reach multiple markets consistently.

  3. Strong shade or color relevance
    Complexion inclusivity, wearable neutrals, culturally relevant color, and clear undertone guidance all help.

  4. Distinctive packaging
    Packaging communicates positioning before the formula touches your face. Gidea PAC’s article on top makeup brands and packaging strategy highlights sustainability, functional applicators, refillability, and tactile design.

  5. Repeated innovation
    A brand cannot live forever one famous mascara. New textures and improved formulas keep shoppers curious.

  6. Trust and consistency
    Customers forgive an occasional dud less readily when the product touches their eyes or complexion.

  7. Cultural conversation
    Brands such as Fenty Beauty, Rare Beauty, Charlotte Tilbury, and e.l.f. have made products easy to discuss, demonstrate, and share.

The Rise of Social Commerce, Creator Marketing, and Beauty Communities

Beauty is unusually visual, demonstrable, and repeatable. A creator can show the same blush on multiple skin tones, compare wear after eight hours, and answer questions in the comments before a traditional advertisement finishes its first sentence.

CreatorIQ’s beauty industry insights and industry reporting cited by WD show the growing importance of earned media, creator engagement, and social reach. Rare Beauty, for example, has generated substantial online attention despite not ranking among the largest total beauty manufacturers.

However, social reach is not the same as sales leadership.

Signal Can prove Cannot prove by itself
Viral views Attention Long-term product quality
High engagement Conversation and interest Broad international availability
Sellout Short-term demand Repeat satisfaction
High corporate revenue Business scale Makeup-specific dominance
Professional use Performance in skilled hands Beginner-friendly application
Positive reviews Individual satisfaction Universal suitability

We once watched a liquid blush go viral for its “one-dot” application. In our studio, the formula looked gorgeous—but two dots were already too much on fair skin, while deeper complexions sometimes needed careful layering. The lesson? A viral application tip is a starting point, not a law of nature.

🏆 25 Best-Selling Makeup Brands Worldwide


Video: Top 10 Makeup Brands In The World 2025 #top10 #shortfeed #viralshort #shorts.








This list combines corporate scale, international availability, product demand, professional reputation, innovation, and consumer momentum. It is not a strict audited revenue ranking of makeup-only brands, because global companies report categories differently.

How to Read the Ratings

The following scores are our editorial assessments based on brand breadth and typical product performance. They are not official company scores.

Rating area What we assess
Design Packaging, portability, dispensing, and visual identity
Functionality Ease of use and practical product design
Formula performance Blendability, payoff, comfort, and wear
Shade/color range Complexion breadth and useful color selection
Accessibility Global availability and product discoverability
Professional appeal Suitability for artists, events, and photography
Innovation Textures, formats, technology, and category influence
Value Performance relative to positioning
Sustainability transparency Packaging initiatives and public information
Overall Weighted editorial recommendation

1. L’Oréal Paris — Accessible Beauty With Global Reach

Aspect Rating
Design 8/10
Functionality 8/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 10/10
Professional appeal 7/10
Innovation 9/10
Value 9/10
Sustainability transparency 7/10
Overall 8.2/10

Why L’Oréal Paris remains globally powerful

L’Oréal Paris combines enormous distribution with an extensive lineup of foundation, mascara, lipstick, brow, and eye products. Its reach is one reason the parent company remains the largest beauty manufacturer in WD’s 2025 ranking.

Popular products include:

Strengths

  • Broad availability across countries and retail channels
  • Strong drugstore complexion and mascara selection
  • Frequent product innovation
  • Good entry point for beginners

Limitations

  • Shade availability may differ by region
  • Some products contain fragrance or may not suit reactive skin
  • Product quality can vary across the range

Our estheticians recommend checking each formula individually rather than assuming every L’Oréal Paris product behaves alike. The brand is a huge wardrobe, not a single outfit.

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2. Maybelline New York — Affordable Makeup That Performs

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 10/10
Professional appeal 8/10
Innovation 9/10
Value 9/10
Sustainability transparency 6/10
Overall 8.3/10

Signature products and everyday strengths

Maybelline is one of the most recognizable global makeup brands, particularly strong in mascara, foundation, concealer, and lip products.

Standout products include:

The first featured video ranks Maybelline second among its “Top 10 Best Makeup Brands in the World,” behind MAC. That video offers useful mainstream recognition, but it gives little reasoning beyond showing product lines, so we treat it as a popularity perspective rather than a definitive sales study.

Best for: affordable everyday makeup, mascara variety, beginners, and easily replaceable staples.

Watch-outs: Matte Ink can feel very tenacious and drying; Sky High’s flexible wand may not suit people who prefer dense volume from a traditional bristle brush.

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3. Estée Lauder — Prestige Beauty and Skin-Focused Formulas

Aspect Rating
Design 9/10
Functionality 8/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 8/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.0/10

Estée Lauder’s own makeup range is closely associated with polished complexion products, long-wearing foundation, and sophisticated lip color. The wider Estée Lauder Companies portfolio also includes MAC Cosmetics, NARS, Clinique, Bobi Brown, and Too Faced.

Popular choices include:

Strengths

  • Dependable long-wear complexion options
  • Elegant packaging and counter expertise
  • Strong range across the corporate portfolio

Limitations

  • Some formulas may feel too substantial for minimal-makeup lovers
  • Prestige positioning increases the investment
  • Shade matching still requires care, especially for olive and very deep undertones

Our artists often reach for Double Wear when the brief says “photographs, heat, and a long day.” We use a thin layer first, then build coverage only where needed.

4. MAC Cosmetics — Professional Color With Inclusive Shade Ranges

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 9/10
Shade/color range 10/10
Accessibility 9/10
Professional appeal 10/10
Innovation 9/10
Value 8/10
Sustainability transparency 8/10
Overall 9.0/10

MAC has one of the strongest professional identities in global cosmetics. Its lipstick library, complexion range, pigments, brushes, and pro-focused education have made it a staple in artist kits.

Iconic products include:

The first video ranks MAC number one, while WD places MAC within Estée Lauder’s prestige portfolio rather than as a separately ranked manufacturer. These sources are not truly contradictory: one ranks a brand by editorial popularity; the other ranks parent companies by beauty revenue.

Strengths

  • Huge color selection
  • Strong artist credibility
  • Excellent lipstick and eye categories
  • Professional counters and shade assistance

Limitations

  • Some products have a learning curve
  • Certain classic formulas can feel less modern than newer cream textures
  • Not every product is equally beginner-friendly

Gidea PAC’s discussion of MAC Studio Fix packaging and Back 2 MAC also highlights the brand’s use of durable packaging and its empty-container return initiative.

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5. NARS — Modern Complexion Makeup and Cult Blushes

Aspect Rating
Design 9/10
Functionality 8/10
Formula performance 9/10
Shade/color range 9/10
Accessibility 8/10
Professional appeal 9/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.3/10

NARS is especially respected for blush, foundation, concealer, and modern color. NARS Orgasm Blush became one of the most famous makeup products worldwide because its peachy-pink tone and golden sheen suit a broad range of looks, although not every complexion will experience it the same way.

Other popular choices:

Best for: refined complexion, buildable coverage, editorial color, and blush enthusiasts.

Potential drawback: the brand’s soft matte and luminous formulas each behave differently; choosing by finish is essential.

NARS packaging often feels weighty and artistic. As Gidea PAC notes in its packaging analysis, premium tactile design can strengthen a brand’s luxury identity, but packaging alone does not determine formula value.

6. Fenty Beauty — Inclusive Foundation Shades and High-Impact Color

Aspect Rating
Design 9/10
Functionality 9/10
Formula performance 9/10
Shade/color range 10/10
Accessibility 8/10
Professional appeal 9/10
Innovation 9/10
Value 8/10
Sustainability transparency 7/10
Overall 8.7/10

Fenty Beauty helped change consumer expectations around foundation shade availability when it launched with an unusually broad range for its time. Its portfolio now spans complexion, highlighter, bronzer, blush, lip products, and body makeup.

Popular products include:

Strengths

  • Strong shade and undertone attention
  • Memorable highlighter, gloss, and complexion products
  • Effective combination of celebrity visibility and product innovation
  • Excellent options for luminous and high-impact makeup

Limitations

  • Matte formulas may emphasize dryness without proper preparation
  • Shade matching still varies by undertone and formula
  • Some products are more dramatic than everyday shoppers prefer

We particularly like Fenty for clients who want visible color payoff without chalky residue. The trick is using a light hand with Match Stix and cream blushes; “pigmented” is not a synonym for “apply with enthusiasm.”

7. Charlotte Tilbury — Glamorous Complexion and Red-Carpet Radiance

Aspect Rating
Design 10/10
Functionality 8/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 9/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.2/10

Charlotte Tilbury built a powerful global identity around luminous skin, sculpted cheeks, glamorous eyes, and recognizable packaging. WD identified makeup—particularly expansion from Charlotte Tilbury—as a major growth contributor for parent company Puig.

Popular products include:

Best for: polished glam, bridal makeup, luminous complexion, and giftable design.

Potential drawback: a radiant product can become too shiny when layered with dewy skincare and highlighter. Pick one glow hero per face unless you want to be visible from orbit.

8. Dior Beauty — Heritage Luxury With Modern Performance

Aspect Rating
Design 10/10
Functionality 9/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 8/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.1/10

Dior combines luxury fashion heritage with complexion, lip, eye, and backstage-inspired makeup. The first video ranks Dior tenth, while WD places Dior Beauty within LVMH’s cosmetics division. Again, those are different measurement systems.

Standout products include:

Strengths

  • Elegant textures and packaging
  • Strong lip and complexion categories
  • Fashion-show and luxury appeal
  • Good gift potential

Limitations

  • Premium cost
  • Some fragrance-heavy formulas may not suit reactive users
  • Shade availability differs by market

9. Chanel Beauty — Timeless French Luxury Makeup

Aspect Rating
Design 10/10
Functionality 8/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 7/10
Professional appeal 8/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.0/10

Chanel’s strength is restraint: polished color, refined packaging, and a distinctive French luxury aesthetic. Its makeup range covers foundation, blush, bronzer, mascara, eyeshadow, and lipstick.

Popular products include:

Best for: understated luxury, soft sophistication, and elegant everyday makeup.

Watch-outs: the most natural-looking finishes often require good skin preparation; thin formulas are less forgiving of flakiness.

10. Lancôme — French Skincare Expertise Meets Makeup

Aspect Rating
Design 9/10
Functionality 8/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 8/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.0/10

LancĂ´me is especially recognized for mascara, foundation, concealer, and lip products. Its skincare heritage influences how many formulas are positioned: comfortable, smoothing, and suitable for polished everyday wear.

Popular choices:

Best for: polished complexion, defined lashes, and classic prestige makeup.

11. Clinique — Dermatologist-Developed Makeup for Sensitive Skin

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 7/10
Innovation 8/10
Value 8/10
Sustainability transparency 7/10
Overall 8.0/10

Clinique is known for fragrance-free positioning across much of its range and for allergy-tested claims. The brand is popular among people who prefer straightforward packaging and a gentler-feling routine.

Popular products:

Important: “Allergy tested” does not mean no one can react. Our estheticians still recommend a patch test, especially for eczema-prone or highly reactive skin.

The first video ranks Clinique ninth. We agree that Clinique deserves consideration, but we would not declare it automatically best for every sensitive-skin consumer without checking the full ingredient list and individual tolerance.

12. Urban Decay — Long-Wearing Eyeshadow and Vegan-Friendly Options

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 9/10
Shade/color range 9/10
Accessibility 8/10
Professional appeal 9/10
Innovation 8/10
Value 8/10
Sustainability transparency 7/10
Overall 8.3/10

Urban Decay helped establish long-wearing, high-impact eye makeup as a core brand identity. Its eyeshadow primers, palettes, eyeliner, and setting spray remain useful for long events and dramatic looks.

Popular products:

Best for: oily eyelids, party makeup, graphic liner, and long-wear eye looks.

Potential drawback: long-wear formulas can be more difficult to remove. Use a proper oil or balm cleanser and avoid aggressive rubbing.

13. Too Faced — Playful Packaging and Comfortable Makeup

Aspect Rating
Design 9/10
Functionality 8/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 7/10
Innovation 8/10
Value 7/10
Sustainability transparency 6/10
Overall 7.7/10

Too Faced blends playful packaging with popular complexion, mascara, lip, and eyeshadow products.

Popular choices include:

Best for: soft glam, fuller-looking lashes, and giftable palettes.

Watch-outs: volumizing mascaras may smudge on oily lids or watery eyes. Curling the lashes first and using a light coat can improve wear.

14. Benefit Cosmetics — Brow Products and Fun Beauty Essentials

Aspect Rating
Design 9/10
Functionality 9/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 8/10
Innovation 8/10
Value 8/10
Sustainability transparency 6/10
Overall 8.0/10

Benefit helped make brow grooming a mainstream beauty category. Its pencils, gels, pomades, and brow services remain especially popular.

Popular products:

Our brow tip: use a pencil only where hair is sparse, then brush through with a tinted or clear gel. Drawing an entire brow in one opaque block is how the face ends up looking permanently surprised.

15. Rare Beauty — Emotional Well-Being and Easy-to-Use Makeup

Aspect Rating
Design 9/10
Functionality 9/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 8/10
Innovation 9/10
Value 8/10
Sustainability transparency 7/10
Overall 8.4/10

Rare Beauty’s Soft Pinch Liquid Blush became a global social-media favorite because it combines intense pigment, small packaging, and an easy-to-recognize applicator.

Popular products:

WWD reported Rare Beauty as a major social-media performer, ranking it third in social reach and engagement in the cited analysis. That does not mean it has the third-highest global makeup revenue, but it does explain why the brand appears constantly in consumer conversations.

Strengths

  • Highly pigmented liquid blushes
  • Ergonomic packaging
  • Strong emotional-wellness mission
  • Easy-to-layer formulas when applied sparingly

Limitations

  • The blushes can overwhelm fair skin if applied directly from the doe-foot
  • Some liquid products require quick blending
  • Availability varies internationally

Our technique: tap one tiny dot onto the back of the hand, pick it up with a stipling brush, then press onto the cheek. The famous “one dot” is not a challenge to apply more.

16. e.l.f. Cosmetics — Budget-Friendly, Trend-Driven Beauty

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 8/10
Shade/color range 8/10
Accessibility 10/10
Professional appeal 8/10
Innovation 9/10
Value 10/10
Sustainability transparency 8/10
Overall 8.7/10

e.l.f. has become one of the most important affordable makeup companies worldwide. WD reported approximately $1.52 billion in beauty sales and 28 consecutive quarters of net-sales growth in the cited ranking.

Popular products:

Strengths

  • Strong value proposition
  • Fast response to beauty trends
  • Cruelty-free positioning
  • Useful primers, complexion products, and brushes

Limitations

  • Some viral launches sell out quickly
  • Shade performance can vary across products
  • Not every formula suits mature or textured skin

Gidea PAC highlights e.l.f. Halo Glow’s glass packaging and consumer-focused design. We like the product, but remind readers that glow-enhancing liquids can emphasize texture if applied heavily over dry patches.

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17. NYX Professional Makeup — Bold Color at Accessible Prices

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 8/10
Shade/color range 9/10
Accessibility 9/10
Professional appeal 8/10
Innovation 9/10
Value 9/10
Sustainability transparency 7/10
Overall 8.4/10

NYX offers an unusually broad mix of lip, liner, brow, complexion, and special-effect products for its accessible positioning.

Popular products:

WWD includes NYX within L’Oréal’s global portfolio, while the first video ranks NYX eighth. This is a useful example of how brand visibility and parent-company scale can coexist without being the same ranking.

Best for: graphic liner, lip experimentation, affordable brow products, and creative makeup.

18. Huda Beauty — High-Pigment Glamour and Middle Eastern Influence

Aspect Rating
Design 9/10
Functionality 8/10
Formula performance 9/10
Shade/color range 9/10
Accessibility 8/10
Professional appeal 9/10
Innovation 9/10
Value 7/10
Sustainability transparency 6/10
Overall 8.2/10

Huda Beauty is known for full-glam eyeshadow, complexion products, setting powders, and bold color payoff. Its founder-led identity and strong Middle Eastern beauty influence helped it gain international recognition.

Popular products:

Best for: high coverage, sculpted makeup, bridal glam, and dramatic eyes.

Potential drawback: full-coverage formulas demand careful skincare prep and controlled layering. Heavy application can magnify texture.

19. Anastasia Beverly Hills — Brow Artistry and Statement Eyes

Aspect Rating
Design 8/10
Functionality 9/10
Formula performance 9/10
Shade/color range 9/10
Accessibility 8/10
Professional appeal 9/10
Innovation 8/10
Value 7/10
Sustainability transparency 6/10
Overall 8.0/10

Anastasia Beverly Hills transformed brow makeup into a central category, then expanded into eyeshadow, contour, highlighter, and complexion products.

Popular products:

Best for: structured brows, bridal eye makeup, and warm neutral palettes.

Our professional warning: pomade is a precision product. Use a fine angled brush, remove excess on the back of your hand, and draw hairlike strokes. Otherwise, the brow can become a tiny architectural project.

20. Bobi Brown — Polished, Natural-Looking Complexion Makeup

Aspect Rating
Design 9/10
Functionality 9/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 8/10
Professional appeal 9/10
Innovation 8/10
Value 7/10
Sustainability transparency 7/10
Overall 8.1/10

Bobi Brown built its reputation on natural-looking makeup, skin-like foundation, wearable color, and professional application. It remains a favorite for clients who say, “I want makeup, but I don’t want to look made up.”

Popular products:

Best for: mature skin, natural complexion, professional photography, and simple routines.

21. Shiseido — Japanese Beauty Science and Refined Finishes

Aspect Rating
Design 9/10
Functionality 9/10
Formula performance 9/10
Shade/color range 8/10
Accessibility 7/10
Professional appeal 8/10
Innovation 9/10
Value 7/10
Sustainability transparency 7/10
Overall 8.0/10

Shiseido brings Japanese formulation expertise, elegant textures, and refined packaging to the global beauty market. Its makeup range is smaller in cultural visibility than some Western giants but respected for sophisticated finishes.

Popular products:

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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