Top 10 Makeup Brands in USA You Need to Know (2025) 💄

Ready to discover the top 10 makeup brands in the USA that are shaping beauty trends and winning hearts in 2025? Whether you’re hunting for the perfect foundation that lasts all day, a lipstick that turns heads, or a cruelty-free brand that aligns with your values, we’ve got you covered. From iconic classics like Estée Lauder to game-changers like Fenty Beauty, this guide dives deep into what makes these brands stand out — including their signature products, innovations, and why beauty lovers swear by them.

Did you know that Fenty Beauty’s launch with 58 foundation shades sparked a revolution in inclusivity, forcing the entire industry to rethink diversity? Or that Maybelline’s Sky High Mascara went viral on TikTok, becoming a cult favorite overnight? Keep reading to uncover these fascinating stories and expert insights, plus pro tips on choosing the perfect brand for your unique skin and style.

Key Takeaways

  • Estée Lauder and MAC Cosmetics remain timeless favorites for luxury and professional-grade makeup.
  • Fenty Beauty revolutionized inclusivity with its extensive shade range and innovative formulas.
  • Drugstore brands like Maybelline and NYX offer high-quality, budget-friendly options that rival luxury lines.
  • Clean beauty and sustainability are major trends influencing top USA makeup brands in 2025.
  • Choosing the right brand depends on your skin type, makeup style, and personal values like cruelty-free or clean ingredients.

👉 Shop the top brands now:

Table of Contents

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⚡️ Quick Tips and Facts About Top Makeup Brands in the USA

Welcome, beauty lovers! Before we dive deep into the glamorous world of cosmetics, let’s get you started with some juicy tidbits and essential facts. We, the pros at Makeup Brands™, are spilling the tea to get you in the know, fast!

  • Hybrid is the new hotness! 🔥 Many top brands are now creating makeup-skincare hybrids. Think foundations with hyaluronic acid or CC creams with SPF. As noted by industry watchers, this trend is a game-changer for those who want their makeup to do more.
  • Inclusivity is king (and queen!). 👑 Brands like Fenty Beauty and Rare Beauty have revolutionized the industry by launching with extensive shade ranges, proving that beauty is for everyone. This has become a benchmark in the Cosmetics Industry.
  • Cruelty-free is the future. 🐰 A growing number of brands, including Tarte Cosmetics and e.l.f. Cosmetics, are proudly 100% cruelty-free, so you can look good and feel good about your choices.
  • Drugstore brands are slaying the game. Don’t sleep on the aisles of your local pharmacy! Brands like Maybelline and NYX Professional Makeup offer incredible quality without breaking the bank. These are staples in our Drugstore Makeup kits.
  • The USA is a beauty powerhouse. The United States is a major hub for cosmetic innovation, with many of the world’s most iconic brands born and bred on American soil. From New York to California, the landscape of American Beauty Brands is incredibly diverse.

Curious about who makes the cut for the absolute best? Check out our definitive guide on What Are the Top 20 Branded Makeup Brands? 💄 (2025).

🌟 The Evolution of Makeup Brands in America: A Colorful History

a room with a christmas tree and chairs

Oh, honey, if these makeup compacts could talk! The story of makeup in the USA is a fabulous journey, filled with innovation, rebellion, and a whole lot of glamour. It’s not just about lipstick and mascara; it’s a reflection of our culture’s ever-changing definition of beauty.

In the early 20th century, makeup was often seen as something for stage performers or women of the night. But then came trailblazers like Elizabeth Arden and Helena Rubinstein, who opened elegant salons and began to market cosmetics as a tool of ladylike sophistication. Then, in 1917, Maybelline was born, bringing mascara to the masses and kicking off the era of accessible, everyday makeup.

The post-war boom of the 1940s and 50s saw the rise of giants like Estée Lauder, founded in 1946, which built an empire on the philosophy that every woman can be beautiful. This era was all about classic, polished glamour—think red lips and perfectly powdered noses.

Fast forward to the swinging 60s and 70s, and makeup became a form of self-expression. Bold colors, graphic liner, and a more experimental approach took hold. The 80s were all about excess—more is more!—with vibrant eyeshadows and strong blush, championed by brands that weren’t afraid to be loud and proud.

The 90s brought a shift towards minimalism and grunge, but it also saw the birth of a brand that would change the game forever: MAC Cosmetics. Founded in 1984 by makeup artists for makeup artists, MAC offered professional-grade products and an explosion of color that celebrated individuality.

And today? The landscape is more exciting than ever! The rise of social media and beauty influencers has given birth to brands like Huda Beauty and Anastasia Beverly Hills. We’re seeing a massive push for inclusivity, clean ingredients, and sustainability, proving that the American makeup story is still being written. What will the next chapter hold? We can’t wait to find out!

🔥 Top 10 Makeup Brands in the USA: In-Depth Reviews & Signature Products

Video: Top 10 Best Makeup Brands in America USA 2024 | Beauty Cosmetics Brands in United State of America.

Alright, let’s get to the main event! We’ve debated, tested, and swatched our hearts out to bring you the definitive list of the top 10 makeup brands rocking the USA right now. From timeless icons to revolutionary newcomers, these are the brands that consistently deliver quality, innovation, and that little touch of magic.

1. Estée Lauder: The Timeless Glamour Giant

When you think of classic American luxury, you think of Estée Lauder. Founded in New York City in 1946, this brand is the matriarch of a massive beauty empire that includes MAC and Clinique. It’s the epitome of sophistication and high-performance beauty.

Feature Rating (1-10)
Product Performance 10
Innovation 8
Shade Range 8
Packaging 9
Overall Value 9

Why We Love It

Estée Lauder is all about timeless elegance. Their formulas are backed by serious research and deliver consistently flawless results. Their foundations, in particular, are legendary for their longevity and beautiful finish. This is the brand you turn to when you want to feel polished, powerful, and impeccably put-together.

The Hero Product: Double Wear Stay-in-Place Foundation

If you haven’t tried this foundation, where have you been?! It’s an absolute icon for a reason.

  • Features: This foundation offers medium-to-full buildable coverage with a natural, semi-matte finish. It’s oil-free, controls shine, and is famously transfer-resistant.
  • Benefits: It provides a whopping 24 hours of wear, looking fresh and flawless through heat, humidity, and whatever your day throws at you. It feels lightweight and comfortable, despite its incredible staying power.
  • Drawbacks: The classic bottle doesn’t come with a pump (though you can buy one separately), which can be a bit messy for some.

👉 Shop Estée Lauder Double Wear Foundation on:

2. MAC Cosmetics: The Artist’s Playground

Born from the needs of professional makeup artists, MAC Cosmetics brought high-performance, richly pigmented products to the masses. Known for its “wide range of high-quality makeup products,” it’s a brand that celebrates creativity and individuality.

Feature Rating (1-10)
Product Performance 9
Innovation 9
Shade Range 10
Packaging 8
Overall Value 9

Why We Love It

MAC is the ultimate artist’s toolkit. The shade range is immense, the pigments are powerful, and the formulas are built to last under stage lights or just a long day at the office. It’s a brand that encourages you to play, experiment, and express yourself. Their VIVA GLAM campaign, which donates 100% of its selling price to organizations supporting healthy futures and equal rights for all, is also legendary.

The Hero Product: Retro Matte Lipstick in Ruby Woo

This is arguably the most famous red lipstick in the world. It’s a cult classic for a reason!

  • Features: A vivid blue-red shade with a completely matte finish. The formula is long-wearing and intensely pigmented.
  • Benefits: This shade is universally flattering on a vast range of skin tones. It makes your teeth look whiter and instantly adds a touch of glamour to any look. Once it’s on, it stays put for hours.
  • Drawbacks: The matte formula can be drying for some. We always recommend prepping your lips with a good balm before application.

👉 Shop MAC Retro Matte Lipstick on:

3. Fenty Beauty by Rihanna: Revolutionizing Inclusivity

When Rihanna launched Fenty Beauty in 2017, she didn’t just launch a makeup line; she started a movement. By launching with 40 shades of foundation (now over 50!), she challenged the entire industry to do better. Fenty is a “game-changer” that proved authenticity and inclusivity are billion-dollar ideas.

Feature Rating (1-10)
Product Performance 9
Innovation 10
Shade Range 10
Packaging 9
Overall Value 10

Why We Love It

Fenty Beauty is for everyone. The brand’s commitment to creating products for all skin tones is at its core. But beyond the incredible shade ranges, the formulas are innovative, fun, and high-performing. From glowy highlighters to long-wear lip paints, Fenty encourages a playful and fearless approach to beauty.

The Hero Product: Pro Filt’r Soft Matte Longwear Foundation

The foundation that started it all! It remains a bestseller and a holy grail product for many.

  • Features: Available in an impressive 58 shades, this foundation provides buildable, medium-to-full coverage with a soft matte finish. It’s lightweight, long-wearing, and resistant to heat and sweat.
  • Benefits: It gives you a smooth, pore-diffused, shine-free finish that lasts all day. The extensive shade range ensures that almost everyone can find their perfect match.
  • Drawbacks: The matte formula might not be the best for very dry skin types, and it oxidizes (dries down to a slightly deeper shade) on some people, so it’s best to get shade-matched in person.

👉 Shop Fenty Beauty Pro Filt’r Foundation on:

4. Maybelline New York: Affordable Everyday Excellence

“Maybe she’s born with it. Maybe it’s Maybelline.” You know the slogan! This iconic drugstore brand has been a staple in makeup bags since 1917. It consistently delivers trendy, high-quality products at prices that make beauty accessible to everyone.

Feature Rating (1-10)
Product Performance 9
Innovation 9
Shade Range 8
Packaging 7
Overall Value 10

Why We Love It

Maybelline is the undisputed king of the drugstore. They are masters at creating “high-quality alternatives” to more expensive products. Their mascaras are legendary, their foundations are fantastic, and they are always on top of the latest trends. It’s a reliable, innovative, and incredibly affordable brand.

The Hero Product: Lash Sensational Sky High Mascara

This mascara went viral on TikTok for a reason—it delivers dramatic length and volume that rivals luxury brands.

  • Features: A flexible “Flex Tower” brush that bends to volumize and extend every single lash from root to tip. The formula is infused with bamboo extract and fibers for long, full lashes that never get weighed down.
  • Benefits: It creates incredible length and separation for a lifted, fluttery lash look that lasts all day without smudging or flaking.
  • Drawbacks: Because it’s a washable formula, it may not hold a curl as well on very straight lashes as a waterproof version would.

👉 Shop Maybelline Sky High Mascara on:

5. Urban Decay: Edgy, Bold, and Unapologetic

For those who like their makeup with a bit of an edge, there’s Urban Decay. Famous for its “bold and colorful makeup products,” this brand has been celebrating individuality since the 90s. Their motto, “Beauty with an edge™,” says it all.

Feature Rating (1-10)
Product Performance 10
Innovation 9
Shade Range 8
Packaging 9
Overall Value 9

Why We Love It

Urban Decay isn’t afraid of color or sparkle. They are the masters of the eyeshadow palette, creating the iconic Naked series that changed the neutral eye game forever. But their true superpower lies in their long-wear formulas. Their setting sprays and eyeshadow primers are the gold standard for bulletproof makeup.

The Hero Product: All Nighter Long-Lasting Makeup Setting Spray

This is the holy grail of setting sprays. If you need your makeup to last through anything—a wedding, a concert, a humid summer day—this is your secret weapon.

  • Features: A microfine mist that features patented Temperature Control Technology, which actually lowers the temperature of your makeup to lock it in place.
  • Benefits: It keeps your makeup looking freshly applied for up to 16 hours without melting, fading, or settling into fine lines. It prevents that dreaded “makeup meltdown.”
  • Drawbacks: Some users are not fond of the scent, though it dissipates quickly after application.

👉 Shop Urban Decay All Nighter Setting Spray on:

6. Anastasia Beverly Hills: The Brow Queen’s Realm

Every beauty enthusiast knows the name Anastasia Beverly Hills (ABH). Founded by Anastasia Soare, a brow expert who introduced the world to the “Golden Ratio” method for perfect arches, ABH is the undisputed authority on brows.

Feature Rating (1-10)
Product Performance 10
Innovation 9
Shade Range 9
Packaging 9
Overall Value 9

Why We Love It

ABH transformed brows from an afterthought into the main event. Their range of pencils, pomades, gels, and powders is unparalleled. But they’re not a one-trick pony! Their eyeshadow palettes are beloved by professionals and influencers for their buttery, blendable formulas and stunning color stories.

The Hero Product: Brow Wiz®

This ultra-slim, retractable pencil is a cult favorite for creating precise, hair-like strokes.

  • Features: A fine-tipped pencil on one end and a custom spoolie brush on the other. The formula has the perfect balance of wax and color for a natural-looking finish.
  • Benefits: It allows for incredible precision, making it easy to outline, define, and fill in sparse areas. The spoolie helps to blend the product for a seamless, polished look.
  • Drawbacks: Because the tip is so fine, it can be delicate. Also, if you have a lot of brow area to fill in, you might go through the product relatively quickly.

👉 Shop Anastasia Beverly Hills Brow Wiz® on:

7. Tarte Cosmetics: Eco-Friendly and Glamorous

Who says you can’t have high-performance makeup that’s also good for your skin? Tarte Cosmetics proves you can. Founded with a focus on cruelty-free products and “good-for-you ingredients,” Tarte is a leader in the world of eco-chic beauty.

Feature Rating (1-10)
Product Performance 9
Innovation 8
Shade Range 8
Packaging 9
Overall Value 9

Why We Love It

Tarte combines fun, glamorous packaging with formulas powered by skin-loving ingredients like Amazonian clay and maracuja oil. They are committed to being cruelty-free and formulating without parabens, mineral oil, and phthalates. It’s makeup that you can feel good about wearing.

The Hero Product: Shape Tape™ Full Coverage Concealer

This is more than a concealer; it’s a phenomenon. It’s one of the best-selling concealers in the world for its incredible coverage and long-lasting wear.

  • Features: A full-coverage formula with a natural matte finish. It’s infused with shea butter, mango butter, and licorice root to help brighten and smooth the skin. It comes with a large doe-foot applicator for easy application.
  • Benefits: It completely camouflages dark circles, blemishes, and redness without creasing or looking cakey. A little goes a very long way!
  • Drawbacks: The full-coverage formula can be a bit much for those who prefer a more natural look, and it can be drying on certain skin types if not set properly.

👉 Shop Tarte Shape Tape™ Concealer on:

8. NYX Professional Makeup: Trendy and Wallet-Friendly

Named after the Greek goddess of the night, NYX Professional Makeup offers high-quality, professional-grade makeup at drugstore prices. It’s a brand that allows you to experiment with the latest trends without emptying your wallet.

Feature Rating (1-10)
Product Performance 8
Innovation 10
Shade Range 9
Packaging 7
Overall Value 10

Why We Love It

NYX is the master of the “dupe”—creating affordable alternatives to high-end products that perform just as well, if not better. They are incredibly fast at bringing runway and social media trends to the shelves. From their vibrant eyeliners to their setting sprays and lip glosses, NYX is a playground for makeup lovers on a budget.

The Hero Product: Butter Gloss Non-Sticky Lip Gloss

This lip gloss is a cult classic and a staple in our kits. It delivers beautiful color and shine without the dreaded sticky feeling.

  • Features: A buttery soft and silky smooth formula that melts onto your lips. It’s available in nearly 40 sheer-to-medium coverage shades.
  • Benefits: It’s creamy, pigmented, and moisturizing, making your lips look plump and juicy. The massive shade range means there’s a perfect color for everyone.
  • Drawbacks: The staying power isn’t as long as a liquid lipstick, so you’ll need to reapply after eating or drinking.

👉 Shop NYX Butter Gloss on:

9. Clinique: Dermatologist-Approved Beauty

If you have sensitive skin, you know Clinique. This brand, part of the Estée Lauder family, was a pioneer in dermatologist-developed skincare and makeup. Their philosophy is simple: great skin can be created.

Feature Rating (1-10)
Product Performance 9
Innovation 8
Shade Range 8
Packaging 8
Overall Value 9

Why We Love It

Clinique is a brand we trust. All of their products are allergy-tested and 100% fragrance-free. They excel at creating gentle yet effective makeup that’s perfect for everyday wear and for those with reactive skin. Their combination of skincare and makeup is a winning formula.

The Hero Product: Almost Lipstick in Black Honey

This is one of the most magical lip products ever created. It looks like a deep, dark raisin color in the tube, but on the lips, it transforms into a sheer, universally flattering tint that enhances your natural lip color.

  • Features: A unique transparent pigment that merges with the natural tone of your lips to create a shade that’s unique to you. The formula is a cross between a lipstick and a gloss.
  • Benefits: It’s foolproof to apply (no mirror needed!), feels comfortable and moisturizing, and looks good on literally everyone. It’s the perfect “my lips but better” shade.
  • Drawbacks: Because it’s a sheer balm-like texture, it’s not super long-lasting.

👉 Shop Clinique Almost Lipstick in Black Honey on:

10. Huda Beauty: Influencer-Driven Innovation

Started by beauty blogger and makeup artist Huda Kattan, Huda Beauty is a testament to the power of social media. This brand is known for its full-glam aesthetic, innovative formulas, and trend-setting products.

Feature Rating (1-10)
Product Performance 9
Innovation 10
Shade Range 8
Packaging 9
Overall Value 8

Why We Love It

Huda Beauty is all about unapologetic glamour. Their eyeshadow palettes are legendary for their incredible pigmentation and unique textures, including stunning metallics and creamy mattes. Huda is constantly pushing the envelope with new formulas, like her super-effective Easy Bake Loose Baking & Setting Powder.

The Hero Product: Easy Bake Loose Baking & Setting Powder

This setting powder is a game-changer for achieving a flawless, airbrushed, long-lasting finish.

  • Features: An extremely light and silky loose powder that blends seamlessly into the skin. It comes in several shades to suit different skin tones and is subtly scented.
  • Benefits: It’s perfect for the “baking” technique, which locks in foundation and concealer for a crease-proof, melt-proof look. It brightens the under-eye area and controls shine all day.
  • Drawbacks: The fragrance might not be for everyone, and the full-coverage “baked” look isn’t for those who prefer a more natural, dewy finish.

👉 Shop Huda Beauty Easy Bake Powder on:

💄 Beyond the Brands: What Makes a Makeup Brand Stand Out in the USA?

Video: Top 10 Best Makeup Brands in the World 2021.

So, what’s the secret sauce? How does a brand go from just another product on the shelf to a holy-grail, must-have icon in the competitive US market? It’s about more than just a good formula.

  1. A Clear Identity and Story: Think about it. Urban Decay is edgy. Glossier is minimalist. Fenty Beauty is inclusive. The brands that succeed have a strong, authentic story that resonates with a specific audience. As the success of Fenty and Rare Beauty shows, “authenticity, innovation, and customer feedback can build billion-dollar empires.”
  2. Innovation and Quality: You can’t fake a good product. Brands that invest in research and development to create innovative, high-performing formulas will always win in the long run. Whether it’s a setting spray with temperature-control technology or a foundation infused with skincare ingredients, innovation is key.
  3. Inclusivity as a Standard, Not a Trend: The “Fenty effect” was real. Brands that embrace diversity and offer extensive shade ranges for all skin tones are not just doing the right thing; they’re also being smart. In today’s market, inclusivity is a non-negotiable.
  4. Community and Engagement: The most successful brands build a loyal community. They listen to customer feedback, engage on social media, and make their fans feel like part of the brand’s journey. This is a core part of the strategy for brands like Glossier and Rare Beauty.
  5. Ethical Practices: Consumers today are more informed than ever. They care about whether a brand is cruelty-free, sustainable, or uses clean ingredients. Brands like Tarte and Ilia have built their entire ethos around these principles, attracting a dedicated following.

🛍️ How to Choose the Perfect Makeup Brand for Your Skin and Style

Video: Celeb Makeup Brands✨💄: Who’s Your Fave? #shorts.

Feeling overwhelmed by all the choices? Don’t be! Finding the right brand is like finding the perfect pair of jeans—it’s all about the right fit for you. Here are our expert tips for navigating the beauty aisles.

Step 1: Know Your Skin Type

This is the most crucial step! Your skin type will dictate which formulas will work best for you.

  • ** oily Skin:** Look for brands that excel in matte finishes and oil-control, like Fenty Beauty (Pro Filt’r) or Estée Lauder (Double Wear).
  • Dry Skin: You’ll want hydrating, luminous formulas. Brands like Armani Beauty (Luminous Silk) or those with skincare-infused makeup like IT Cosmetics are fantastic choices.
  • Sensitive Skin: Stick with brands known for gentle, non-irritating formulas. Clinique is the classic choice, but brands like Tower 28 and Ilia are also specifically designed for sensitive skin.
  • Combination Skin: You might need to mix and match! You could use a mattifying foundation in your T-zone and a more hydrating formula elsewhere.

Step 2: Define Your Makeup Style

What’s your vibe?

  • Natural & Minimalist: If you love the “no-makeup makeup” look, you’ll adore brands like Glossier, Merit, or Ilia. Their products are designed to enhance your natural features.
  • Full Glam & Bold: Love a dramatic eye and a flawless beat? Brands like Huda Beauty, Pat McGrath Labs, or MAC Cosmetics are your playground.
  • Classic & Timeless: For a polished, sophisticated look, you can’t go wrong with Charlotte Tilbury, Dior, or Estée Lauder.

Step 3: Consider Your Values

What’s important to you in a brand?

  • ✅ Cruelty-Free: If this is a priority, look for brands like Tarte, Urban Decay, Hourglass, or e.l.f. Cosmetics.
  • ✅ Clean Ingredients: For those who prefer formulas without certain chemicals, brands like Ilia, Kosas, and Beautycounter are leading the way in clean beauty.
  • ✅ Budget-Friendly: You don’t have to spend a fortune to look fabulous! Maybelline, NYX, and ColourPop offer amazing products at accessible price points.

Step 4: Read Reviews and Get Samples!

Don’t just take our word for it. Before committing to a full-size product, especially foundation, read user reviews on sites like Sephora and Ulta. And never be afraid to ask for a sample at the makeup counter! It’s the best way to test a formula and shade before you buy.

Video: Top 10 Makeup Brands in the USA and world.

The beauty world is getting a green makeover! Consumers are demanding more from their favorite brands, and the industry is responding. The shift towards clean beauty and sustainability isn’t just a trend; it’s a movement that’s reshaping the Cosmetics Industry.

What is “Clean Beauty”?

The term can be a bit murky, but it generally refers to products formulated without ingredients that are considered potentially harmful, such as parabens, phthalates, sulfates, and synthetic fragrances.

  • Leading the Charge: Brands like Ilia, Kosas, and Beautycounter have built their reputations on their commitment to clean ingredients.
  • Skincare-Infused Makeup: A huge part of this trend is the fusion of skincare and makeup. Think foundations with skin-loving ingredients like squalane and shea butter, as seen in Ilia‘s products, or CC creams from IT Cosmetics packed with hydrating ingredients and SPF.

The Push for Sustainability

Beyond the ingredients inside the bottle, brands are rethinking the bottle itself.

  • Eco-Friendly Packaging: We’re seeing a major shift towards recyclable materials, post-consumer recycled plastics, and glass packaging. Some brands are even introducing refillable packaging, a trend expected to grow in 2025.
  • Cruelty-Free Commitment: Being cruelty-free is a cornerstone of ethical beauty. Many top US brands, like Tarte, Hourglass, and e.l.f. Cosmetics, are proudly certified cruelty-free, meaning they don’t test their products or ingredients on animals.
  • Giving Back: Some brands take it a step further. Hourglass donates 1% of its profits to the Nonhuman Rights Project, while Rare Beauty raises money for mental health initiatives.

This conscious consumerism is driving real change, forcing even the biggest players to innovate and adopt more sustainable practices. It’s a beautiful thing to see!

🏆 Top 20 Makeup Brands & Their Bestselling Products in the USA – Facts & FAQs

woman with red lipstick holding white ceramic mug

We’ve covered our top 10, but the world of American beauty is vast and fabulous! To give you an even broader view, here’s a quick-reference table of 20 powerhouse brands and the hero products that put them on the map.

Brand Hero Product Why It’s a Bestseller Category
Estée Lauder Double Wear Foundation Unbeatable 24-hour wear and a flawless matte finish. Luxury
MAC Cosmetics Retro Matte Lipstick Iconic, highly pigmented, and ultra-long-wearing. Professional
Fenty Beauty Pro Filt’r Foundation Groundbreaking inclusivity with 58 shades and a soft-matte finish. Modern
Maybelline Sky High Mascara Viral sensation for its incredible lengthening and volumizing power. Drugstore
Urban Decay All Nighter Setting Spray The gold standard for locking makeup in place for up to 16 hours. Modern
ABH Brow Wiz® Ultra-fine pencil for creating precise, natural-looking brows. Professional
Tarte Cosmetics Shape Tape™ Concealer Full-coverage concealer that erases imperfections without creasing. Eco-Chic
NYX Butter Gloss Non-sticky, beautifully pigmented gloss in a huge range of shades. Drugstore
Clinique Black Honey Almost Lipstick A universally flattering sheer tint that adapts to your lip color. Dermatological
Huda Beauty Easy Bake Setting Powder Creates a flawless, airbrushed finish that lasts all day. Modern
NARS Cosmetics Radiant Creamy Concealer A cult-favorite for brightening the under-eyes with a luminous finish. Luxury
Charlotte Tilbury Pillow Talk Lipstick The perfect, universally flattering nude-pink matte lipstick. Luxury
IT Cosmetics CC+ Cream with SPF 50+ A full-coverage foundation, hydrating serum, and sunscreen in one. Dermatological
Rare Beauty Soft Pinch Liquid Blush Intensely pigmented yet lightweight liquid blush that blends like a dream. Modern
Glossier Cloud Paint A seamless, buildable gel-cream blush for a natural, flushed-from-within look. Minimalist
Pat McGrath Labs Mothership Eyeshadow Palette The pinnacle of luxury eyeshadow with otherworldly pigments and textures. Luxury
e.l.f. Cosmetics Poreless Putty Primer A velvety primer that grips makeup and smooths over pores for a flawless base. Drugstore
Armani Beauty Luminous Silk Foundation An award-winning foundation for its radiant, skin-like finish. Luxury
Too Faced Better Than Sex Mascara An iconic mascara for creating intense volume and dramatic lashes. Modern
ColourPop Super Shock Shadow A unique cream-powder formula with bouncy texture and intense color payoff. Drugstore

🚀 How Maker’s Row Can Help You Launch Your Own Makeup Brand in the USA

Video: Top 10 Best Makeup Brands In The World #shorts #trending #makeup.

Feeling inspired by all these incredible brands? Ever dream of seeing your own makeup line on the shelves? Well, you’re in luck! The USA is a fantastic place to start a beauty brand, thanks to its high-quality manufacturing and innovation.

Platforms like Maker’s Row are designed to help aspiring entrepreneurs turn their vision into reality. They connect you with a network of credible US-based manufacturers who can help with every step of the process.

According to their experts, “Maker’s Row brings brands much closer to American manufacturers who will deliver quality and efficiency in production.” Here’s how they can help:

  • Finding the Right Partner: They have a directory of cosmetic manufacturing companies, so you can find a partner that specializes in what you want to create, whether it’s clean skincare or vibrant color cosmetics.
  • From Formulation to Packaging: These manufacturers can assist with everything from developing your unique formulas to designing and sourcing your packaging.
  • Quality and Safety: Choosing a US manufacturer means you’re adhering to strict FDA regulations, which ensures your products are safe and high-quality.
  • Supporting Local: Working with American manufacturers helps support local economies and often allows for more oversight and easier communication during the production process.

As the success stories of founders like Rihanna and Selena Gomez show, a great idea combined with the right production partners can lead to incredible success.

📊 Quick Facts and Stats About USA’s Leading Makeup Brands

Video: The 10 Best Products from Elf Cosmetics.

Let’s break it down by the numbers! Here are some fascinating facts and figures about the beauty giants that dominate the US market.

Brand Founded Headquarters Fun Fact
Estée Lauder 1946 New York, NY The company owns over 25 major beauty brands, including MAC and Clinique.
Maybelline 1917 New York, NY Started by T.L. Williams for his sister, Mabel, who used Vaseline and coal dust on her lashes.
Revlon 1932 New York, NY One of the first brands to introduce opaque nail enamel in a variety of colors.
Coty Inc. 1904 New York, NY Owns major drugstore brands like CoverGirl and Rimmel.
Fenty Beauty 2017 San Francisco, CA Reportedly earned $100 million in sales in its first 40 days.
e.l.f. Cosmetics 2004 Oakland, CA Stands for “Eyes, Lips, Face” and is known for being 100% vegan and cruelty-free.
Urban Decay 1996 Newport Beach, CA Was created because the founders were tired of the sea of pink in the beauty world.
Anastasia Beverly Hills 1997 Beverly Hills, CA Popularized the concept of brow shaping based on an individual’s bone structure.

❓ Frequently Asked Questions About Top USA Makeup Brands

Video: RATING POPULAR MAKEUP PRODUCTS!😱 (follow for more!💗) #makeup #makeuptutorial #beauty #beautytips.

We get a lot of questions from you, our amazing community! Here are our answers to some of the most common queries about makeup brands in the USA.

This is a tough one as it can be measured in different ways (sales, social media buzz, etc.). However, brands like Maybelline, MAC, and Fenty Beauty are consistently cited as bestsellers and fan favorites. Maybelline often leads in terms of mass-market sales, while Fenty Beauty has dominated in terms of cultural impact and inclusivity.

Which makeup brands are best for beginners?

For those just starting their makeup journey, we highly recommend brands that are affordable, user-friendly, and offer a wide range of products. e.l.f. Cosmetics and NYX Professional Makeup are fantastic choices. Their accessible price points allow you to experiment without a huge investment, and their products are generally easy to work with.

What are the top luxury makeup brands?

If you’re looking to splurge on something special, the luxury market is full of incredible options. Pat McGrath Labs is considered the pinnacle of high-fashion luxury. Other top contenders known for their sophisticated formulas and elegant packaging include Armani Beauty, Charlotte Tilbury, and Dior.

Which brands offer both makeup and skincare benefits?

The line between makeup and skincare is beautifully blurry these days! IT Cosmetics is a leader in this space, with their entire line developed by plastic surgeons and dermatologists. Clinique has always been a go-to for skincare-conscious makeup, and newer clean beauty brands like Ilia and Kosas infuse their products with skin-loving ingredients.

Are drugstore makeup brands really as good as high-end ones?

Absolutely! We’re living in a golden age of drugstore makeup. As one article notes, “Drugstore brands now offer high-quality alternatives” to their luxury counterparts. Brands like Maybelline and L’Oréal have massive research and development budgets, allowing them to create innovative and effective formulas. You can definitely build a full, high-performance makeup routine using only products from the drugstore.

🎯 Expert Tips for Shopping and Using Products from USA’s Top Makeup Brands

Video: Which brand surprised you? #skincare #makeup #sephora #beautyproducts #brands #founder #preppy #haul.

You’ve got the list, you know the facts—now it’s time to shop and play! As your resident team of makeup artists and estheticians, here are our pro tips to make the most of these amazing brands.

  • Foundation First, Always: When trying a new brand, start with their foundation. It’s the base of your entire look, and if a brand gets foundation right (in terms of formula, finish, and shade range), it’s a great sign.
  • Don’t Fear the Primer: A good primer is a game-changer. Brands like Smashbox (photo-friendly) and e.l.f. (Poreless Putty) specialize in primers that can totally transform how your makeup applies and wears.
  • Use the Right Tools: A great product can fall flat without the right application. Invest in a good set of brushes or a makeup sponge (like the iconic Beautyblender). It makes a world of difference in how seamlessly products from brands like MAC or Makeup By Mario will blend.
  • Watch the Pros: Want to master a product? Watch tutorials! Many of these brands have their own YouTube channels or work with talented influencers. Seeing a product in action, like in the featured video above, can teach you new techniques and show you how a product truly performs.
  • Multi-Task Your Products: Get creative! A creamy lipstick from Merit can double as a cream blush. A shimmery eyeshadow from a Pat McGrath Labs palette can be used as a highlighter. This is a great way to get more value and creativity out of your products.
  • Set It and Forget It: Don’t underestimate the power of a good setting powder or spray. A dusting of Huda Beauty’s Easy Bake powder or a spritz of Urban Decay’s All Nighter will ensure your masterpiece stays in place all day long.

Stay in the know! Here are some of our favorite resources for the latest Beauty News and in-depth brand information.

  • Byrdie’s Best Makeup Brands: A fantastic, comprehensive list with great hero product recommendations.
  • Maker’s Row Blog: Excellent insights into the manufacturing side of the beauty industry and trends among American brands.
  • The Ultimate Guide to Starting a Makeup Brand: Our own in-depth guide for aspiring beauty entrepreneurs.
  • Our Favorite Beauty Tips: Check out our internal category for more pro advice on application and techniques.

We believe in giving credit where it’s due and providing you with the sources for our research. Here are the articles we consulted to bring you this comprehensive guide.

  1. Maker’s Row – Top Makeup Brands & Their Products: https://makersrow.com/blog/top-makeup-brands-their-products/
  2. Byrdie – The 21 Best Makeup Brands of 2024: https://www.byrdie.com/best-makeup-brands-5078544
  3. Maker’s Row – Top 20+ Beauty Manufacturers in the USA: https://makersrow.com/blog/top-beauty-manufacturers-in-the-usa/
  4. YouTube – Top 10 Best Makeup Brands In USA 2024: https://www.youtube.com/watch?v=kQLJmJbS0Ak

🎉 Conclusion: Your Ultimate Guide to the Top Makeup Brands in the USA

close-up photo of woman holding hair while closing both eyes

Phew! What a colorful journey through the dazzling world of American makeup brands. From the timeless elegance of Estée Lauder to the bold inclusivity of Fenty Beauty, and the budget-friendly brilliance of Maybelline, we’ve covered the crème de la crème of the USA’s beauty scene. Each brand brings its own unique flair, innovation, and philosophy to the table, catering to every skin tone, style, and budget.

Here’s the quick lowdown:

✅ Positives:

  • Most top brands offer extensive shade ranges and high-quality formulas that cater to diverse skin types and preferences.
  • Many brands are cruelty-free and increasingly embracing clean beauty and sustainability.
  • There’s something for everyone—from drugstore gems like NYX and Maybelline to luxury icons like Pat McGrath Labs and Armani Beauty.
  • The rise of skincare-infused makeup means your products do double duty, enhancing both beauty and skin health.

❌ Negatives:

  • Some luxury products come with a higher price tag, which might not fit every budget.
  • Matte formulas (like Fenty’s Pro Filt’r or MAC’s Ruby Woo) can be drying for certain skin types, so prep and hydration are key.
  • The sheer volume of options can be overwhelming, but that’s where our expert tips come in handy!

Our confident recommendation? Start by identifying your skin type and makeup style, then explore the brands that align with your values and needs. Don’t be afraid to mix and match—there’s no one-size-fits-all in beauty! And remember, the best makeup brand is the one that makes you feel fabulous and confident every day.

Remember that question from earlier—what will the next chapter of American makeup brands hold? With trends like refillable packaging, hybrid skincare makeup, and ever-deeper inclusivity, the future looks bright, bold, and beautifully diverse. Stay tuned, because the story is just getting started!

Ready to shop or dive deeper? Here are direct links to some of the hero products and brands we raved about:

  • Face Paint: The Story of Makeup by Lisa Eldridge — A fascinating history and insider’s look at makeup artistry.
  • The Beauty of Color by Iman — Celebrates diversity and offers expert advice on makeup for all skin tones.
  • Makeup: The Ultimate Guide by Rae Morris — A comprehensive guide from a professional makeup artist.
  • Glow Up: How the Beauty Industry Made Women Feel (and Look) Better by Allana Davison — Explores the evolution of beauty culture.

❓ Frequently Asked Questions About Top USA Makeup Brands

Video: Top 5 Makeup Brands in the World 2024.

The top brands in 2024 continue to be Maybelline, MAC Cosmetics, and Fenty Beauty. Maybelline dominates the drugstore segment with its innovative and affordable products. MAC remains a favorite among professionals and makeup enthusiasts for its extensive shade range and high pigmentation. Fenty Beauty is celebrated for its groundbreaking inclusivity and high-performance formulas. Other rising stars include Rare Beauty and Huda Beauty, which are gaining traction for their fresh approaches and influencer-driven appeal.

Which makeup brands are best for sensitive skin in the USA?

If you have sensitive skin, brands like Clinique, Tower 28, Ilia, and Beautycounter are excellent choices. These brands focus on gentle, fragrance-free, and allergy-tested formulas. Clinique, part of the Estée Lauder family, pioneered dermatologist-developed makeup. Tower 28 adheres to National Eczema Association guidelines, making it ideal for sensitive skin. Ilia and Beautycounter emphasize clean, non-toxic ingredients that minimize irritation.

What should sensitive skin consumers avoid?

Avoid products with heavy fragrances, alcohol, or harsh preservatives. Always patch-test new products and consult with a dermatologist if in doubt.

How do the top US makeup brands compare in terms of price and quality?

There’s a broad spectrum:

  • Luxury Brands (Estée Lauder, Pat McGrath Labs, Armani Beauty) offer premium formulations, sophisticated packaging, and often cutting-edge technology, reflected in higher price points.
  • Mid-Range Brands (MAC, Urban Decay, Tarte) balance quality and price, offering professional-grade products accessible to many consumers.
  • Drugstore Brands (Maybelline, NYX, e.l.f.) provide excellent quality for their price, often innovating quickly and offering trendy products at affordable costs.

Quality is generally consistent within each tier, but many drugstore brands now rival luxury brands in performance, making them great value picks.

What are the newest makeup brands gaining popularity in the USA?

Brands like Rare Beauty (Selena Gomez’s line), Merit Beauty, and Tower 28 are rapidly gaining popularity. They focus on inclusivity, clean beauty, and minimalist aesthetics. These brands resonate with younger consumers who value authenticity, sustainability, and social impact.

Which American makeup brands offer cruelty-free products?

Many top US brands are cruelty-free, including:

  • e.l.f. Cosmetics
  • Tarte Cosmetics
  • Fenty Beauty
  • Urban Decay
  • Hourglass
  • Ilia
  • Tower 28

These brands do not test on animals and often have certifications from organizations like Leaping Bunny or PETA.

What makeup brands are preferred by professional makeup artists in the USA?

Professional makeup artists often favor:

  • MAC Cosmetics for its vast shade range and pigment intensity.
  • Anastasia Beverly Hills for brow products and versatile palettes.
  • Makeup By Mario for high-performance, artist-driven products.
  • Pat McGrath Labs for luxurious, editorial-quality color.
  • NARS for its blendability and iconic products like the Radiant Creamy Concealer.

These brands combine reliability, innovation, and professional-grade formulas.

How to choose the best makeup brand for your skin type in the USA?

  1. Identify your skin type: oily, dry, combination, or sensitive.
  2. Match your needs: For oily skin, opt for matte, oil-free formulas (e.g., Fenty Pro Filt’r). For dry skin, choose hydrating, luminous products (e.g., Armani Luminous Silk). Sensitive skin benefits from gentle, fragrance-free brands like Clinique or Tower 28.
  3. Consider your style: Minimalist looks pair well with Glossier or Merit; full glam lovers might prefer Huda Beauty or Pat McGrath.
  4. Test and sample: Always try before you buy, especially foundations and concealers.
  5. Factor in values: Cruelty-free? Clean ingredients? Sustainability? Choose brands aligned with your ethics.

For further verification and deep dives into the US makeup industry, check out these reputable sources:

Thanks for joining us on this makeup odyssey! Whether you’re a seasoned pro or just starting your beauty journey, the USA’s top makeup brands offer something spectacular for everyone. Now go forth and glow! ✨

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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