What Are the Latest Trends in Makeup Brands? Top 12 for 2025 ✨

If you thought makeup trends were just about new lipstick shades or eyeshadow palettes, think again! The world of makeup brands is evolving at lightning speed, blending clean beauty, tech innovation, and inclusivity like never before. Did you know that over 70% of consumers now prioritize sustainable and cruelty-free products when choosing their makeup? That’s just the tip of the iceberg. In this article, we’ll reveal the top 12 hottest makeup brand trends for 2025, from skincare-infused foundations to viral TikTok sensations, and how you can effortlessly incorporate them into your beauty routine.

Curious about which brands are leading the charge and how social media is shaping the future of cosmetics? Stick around — we’ll also share insider tips from our expert team at Makeup Brands™, plus must-try products that combine performance with conscience. Ready to glam up smarter and greener? Let’s dive in!

Key Takeaways

  • Clean and sustainable beauty brands like Ilia and Kosas are dominating with eco-friendly, non-toxic formulas.
  • Inclusivity is a must-have, with brands such as Fenty Beauty offering 50+ foundation shades to suit every skin tone.
  • Skincare-infused makeup products are revolutionizing the market, blending hydration and coverage seamlessly.
  • Tech-driven customization allows for personalized foundation matches and formulations.
  • Social media platforms like TikTok and Instagram are powerful trend incubators, launching viral hits overnight.
  • Multi-use products simplify routines without sacrificing style or performance.

Ready to shop these trends? Check out:

Dive deeper into the future of makeup brands with us and transform your beauty game in 2025!

Table of Contents

Welcome to the ultimate insider scoop from the makeup artists, cosmetologists, and estheticians at Makeup Brands™! Whether you’re a beauty newbie or a seasoned glam guru, here are quick, must-know facts about the latest makeup brand trends shaking up 2024 and beyond:

  • Clean Beauty Is King 👑: Consumers want transparency, eco-friendly packaging, and non-toxic ingredients. Brands like Ilia Beauty and Kosas are leading this charge with stellar formulations.
  • Inclusivity Is Non-Negotiable: Expect 50+ shade ranges in foundations and concealers from brands like Fenty Beauty and Rare Beauty, catering to every skin tone.
  • Multi-Use Magic: Products that double as lip, cheek, and eye color are trending hard — think Danessa Myricks Beauty Colorfix.
  • Hydration Meets Makeup: Skincare-infused makeup with ingredients like hyaluronic acid and squalane (hello, Patrick Ta Major Skin Foundation) is a game-changer for a luminous finish.
  • Bold Eyes & Metallics: Graphic liners and metallic shadows are back, with brands like Pat McGrath Labs and Victoria Beckham Beauty offering luxe options.
  • Tech Meets Beauty: Personalized makeup via AI and apps is on the rise, with brands like Function of Beauty exploring custom foundations.
  • Social Media Power: TikTok and Instagram are trend incubators, with viral hits like Essence Lash Princess Mascara and E.l.f. Halo Glow Liquid Filter skyrocketing to fame.

Curious about how these trends came to be and which brands are truly worth your attention? Stick with us — we’re just getting started! For a quick dive into the hottest products mentioned here, check out our featured video.

For more expert insights, explore our Beauty Brands and Beauty Tips categories.

💄 The Evolution of Makeup Brands: A Trendy Backstory

Makeup brands have come a long way from the days of limited shades and heavy, cakey formulas. Let’s take a quick stroll down glam lane to understand how today’s trends emerged:

From Classic Glam to Clean Beauty

  • Early 2000s: The era of heavy contouring and bold lips dominated, with brands like MAC Cosmetics and Urban Decay leading the charge.
  • 2010s: The rise of influencer culture brought Fenty Beauty’s groundbreaking inclusive shade range in 2017, revolutionizing diversity in makeup.
  • 2020s: Sustainability and skin health took center stage. Brands like Tatcha and Drunk Elephant blurred the lines between skincare and makeup, emphasizing natural beauty.

The Impact of Social Media

Platforms like TikTok and Instagram have accelerated trend cycles, making makeup brand launches and viral products almost instantaneous sensations. For example, the Essence Lash Princess Mascara went from drugstore shelf to TikTok superstar with over 240,000 five-star Amazon reviews!

Why This Matters

Understanding this evolution helps you appreciate why today’s makeup brands focus on clean ingredients, inclusivity, and multifunctionality — all while keeping up with the fast-paced digital world.

For a deep dive into the cosmetics industry’s evolution, visit our Cosmetics Industry section.

Ready to get the lowdown on the biggest makeup brand trends? Here’s our curated list, rated and reviewed by the Makeup Brands™ team.

1. Clean and Sustainable Beauty Brands Taking Over

Aspect Rating (1-10)
Ingredient Transparency 9
Packaging Sustainability 8
Product Performance 7
Brand Ethics 10

Why We Love It:
Brands like Ilia Beauty, RMS Beauty, and Kosas are redefining luxury with clean, cruelty-free, and eco-conscious products. Their formulations avoid parabens, sulfates, and synthetic fragrances, appealing to health-conscious consumers.

Benefits:

  • Reduced skin irritation
  • Environmentally friendly packaging (recyclable, biodegradable)
  • Ethical sourcing and cruelty-free testing

Drawbacks:

  • Sometimes pricier due to sustainable sourcing
  • Limited shade ranges in some newer brands (though improving rapidly)

Pro Tip: Look for certifications like Leaping Bunny and USDA Organic to verify claims.

2. Inclusive Shade Ranges: Diversity in Foundations and Concealers

Brand Shade Range Notable Features
Fenty Beauty 50+ Wide undertone variety, buildable coverage
Rare Beauty 48 Lightweight, skin-like finish
Maybelline Fit Me 40+ Drugstore accessibility, natural finish

Why It Matters:
Inclusivity is no longer optional — it’s expected. Brands that fail to offer diverse shades risk alienating large customer bases. Fenty Beauty’s launch was a watershed moment, inspiring others to follow suit.

Expert Insight: Our estheticians have tested these foundations on various skin tones and found that Rare Beauty offers a particularly flattering natural finish for medium to deep skin tones.

3. Innovative Skincare-Infused Makeup Products

Product Key Ingredients Benefits
Patrick Ta Major Skin Foundation Hyaluronic Acid, Squalane, Kombucha Hydrating, luminous finish
E.l.f. Halo Glow Liquid Filter Hyaluronic Acid, Squalane Multi-use, radiant glow
Kosas Tinted Face Oil Rosehip Oil, Vitamin E Nourishing, lightweight

Why We’re Obsessed:
These products combine makeup and skincare, offering hydration and treatment while providing coverage or glow. Perfect for those who want a “no-makeup” makeup look with skin benefits.

Our Experience:
Our makeup artists love the Patrick Ta Foundation for its buildable coverage without feeling heavy. It’s a staple for clients with dry or combination skin.

4. Bold and Artistic Eye Makeup Lines

Brand Specialty Popular Products
Pat McGrath Labs High-pigment, luxe shadows Mothership Palettes, Metallic Liners
Victoria Beckham Beauty Creamy Kajal liners Satin Kajal Liner
Milk Makeup Vibrant, playful colors Eye Pigments, Graphic Liners

Trend Highlights:
Graphic liners, metallic accents, and jewel tones are dominating runways and social feeds. This trend invites experimentation and self-expression.

Pro Tip: Pair bold eyes with minimal base makeup for balance.

5. Minimalist and Multi-Use Makeup Essentials

Product Uses Why It’s Trending
Danessa Myricks Colorfix Eyes, lips, cheeks Simplifies routine, versatile
Rare Beauty Soft Pinch Liquid Blush Cheeks and lips Buildable, natural finish
Milk Makeup Cooling Water Jelly Tint Lips and cheeks Refreshing, long-lasting

Why It Works:
In a fast-paced world, products that serve multiple purposes save time and money. Plus, they reduce product clutter and waste.

6. Tech-Driven Customization in Makeup Brands

Brand/Tech Feature Consumer Benefit
Function of Beauty Custom foundation formulas Tailored to skin type and tone
Lancôme Le Teint Particulier Personalized foundation match In-store and online customization
L’Oréal Perso AI-powered product creation On-demand, precise makeup solutions

Why It’s Revolutionary:
Customization means no more guessing games with shades or formulas. It’s a perfect blend of science and beauty, offering a truly personal experience.

7. Celebrity and Influencer-Backed Brand Explosions

Brand Celebrity/Influencer Notable Products
Rare Beauty Selena Gomez Soft Pinch Liquid Blush
Fenty Beauty Rihanna Pro Filt’r Foundation
Kylie Cosmetics Kylie Jenner Lip Kits, Eyeshadow Palettes

Why It Works:
Authenticity and relatability drive these brands. Fans trust their favorite celebs’ picks, which often leads to viral success.

8. Vegan and Cruelty-Free Certifications as a Standard

Certification Meaning Brands to Watch
Leaping Bunny No animal testing at any stage Pacifica, Too Faced, Milk Makeup
PETA-Approved Vegan No animal ingredients Cover FX, Kat Von D Beauty

Why It’s Important:
Ethical beauty is no longer niche; it’s mainstream. Consumers demand transparency and kindness to animals.

9. Retro and Nostalgic Makeup Brand Revivals

Brand Revival Highlights Popular Products
Revlon Updated classics, new shades Super Lustrous Lipsticks
Maybelline ’90s-inspired palettes Color Sensational Creamy Mattes

Why It’s Fun:
Nostalgia sells! The ’90s and early 2000s aesthetics are back with a modern twist, blending retro charm with today’s tech.

10. High-Performance Longwear Formulas

Product Wear Time Key Features
Huda Beauty Easy Bake Powder 12+ hours Oil control, smooth finish
Urban Decay All Nighter Spray 16 hours Sweat and humidity resistant

Why You’ll Love It:
Longwear products are essential for busy lifestyles and special occasions. They keep your glam intact from AM to PM.

11. Affordable Luxury: Bridging Drugstore and High-End

Brand Price Point Why It’s Popular
e.l.f. Cosmetics Drugstore Quality formulas, trendy products
Charlotte Tilbury Prestige Glamorous packaging, effective

Our Take:
You don’t have to break the bank for quality. Many drugstore brands now rival luxury lines in innovation and performance.

12. Social Media-Driven Brand Launches and Campaigns

Social media platforms like TikTok and Instagram have become the launchpads for new makeup brands and products. Viral challenges, tutorials, and influencer endorsements create instant buzz and sales.

Example:
The Essence Lash Princess Mascara exploded on TikTok, becoming a cult favorite overnight.

At Makeup Brands™, we don’t just follow trends — we test, analyze, and vet every product before recommending it to you.

Our Testing Process

  1. Initial Screening: We assess ingredient lists for safety and innovation.
  2. Wear Tests: Our makeup artists apply products on diverse skin types and tones, evaluating texture, longevity, and finish.
  3. Consumer Feedback: We gather real user reviews and compare them with our findings.
  4. Trend Analysis: We monitor social media buzz and industry reports to spot emerging patterns.

What We Look For

  • Performance: Does it deliver on claims?
  • Inclusivity: Is it suitable for various skin tones and types?
  • Sustainability: Are the ingredients and packaging eco-friendly?
  • Value: Is it worth the investment?

Want to learn more about our expert reviews? Check out our Beauty News section.

Here are our top-rated brands that are setting the pace in 2024:

Brand Specialty Why We Recommend It
Fenty Beauty Inclusivity and innovation Unmatched shade range and formulas
Ilia Beauty Clean, sustainable beauty Skin-loving ingredients
Pat McGrath Labs Luxe, artistic eye makeup High pigmentation and creativity
Rare Beauty Natural, wearable makeup Multi-use and skin-friendly
Milk Makeup Trendy, youthful products Great for multitasking

Social media is the heartbeat of modern makeup trends. Here’s how TikTok and Instagram are influencing brands:

  • Viral Product Launches: Brands like Essence and E.l.f. Cosmetics have seen massive sales spikes after TikTok virality.
  • Tutorial Culture: Step-by-step videos teach users how to use products creatively, driving demand.
  • Community Feedback: Real-time reviews and reactions help brands pivot quickly.

Fun Fact: The Patrick Ta Major Skin Foundation gained massive popularity thanks to TikTok creators praising its hydrating, luminous finish.

Finding the latest makeup trends is easier than ever. Here’s where we recommend shopping:

Retailer Strengths Brands Featured
Sephora Wide selection, exclusive launches Fenty Beauty, Rare Beauty, Pat McGrath
Ulta Beauty Drugstore and prestige mix Ilia Beauty, Milk Makeup
Amazon Convenience, customer reviews Essence, E.l.f. Cosmetics
Brand Official Sites Full product range, exclusive offers All major brands

👩‍🎨 Meet the Makeup Artists and Experts Behind Trend Forecasts

Our team at Makeup Brands™ includes:

  • Sophia L., Lead Makeup Artist: 15 years in editorial and bridal makeup, specializing in natural and bold looks.
  • Carlos M., Senior Cosmetologist: Expert in skincare-infused makeup and product formulation.
  • Jenna K., Esthetician: Focuses on skin health and makeup compatibility for sensitive skin.

Together, we test and analyze products to bring you trusted recommendations.

What makes these new makeup products so special? Let’s break down some key ingredients and technologies:

  • Hyaluronic Acid: A moisture magnet that plumps skin, found in foundations like Patrick Ta Major Skin.
  • Squalane: Lightweight hydration that mimics skin’s natural oils, used in E.l.f. Halo Glow Liquid Filter.
  • Silicone Polymers: Provide smooth application and longwear, common in primers like Milk Makeup Hydro Grip.
  • Pigment Technology: Advances in micronized pigments allow for intense color payoff without heaviness, seen in Pat McGrath Labs shadows.

Understanding these helps you choose products that work best for your skin type and desired look.

🌍 Sustainability Spotlight: Brands Making a Real Environmental Impact

Sustainability isn’t just a buzzword — it’s a movement. Here are brands leading the charge:

Brand Sustainability Initiatives Highlights
Ilia Beauty Refillable packaging, clean ingredients Award-winning eco-friendly formulas
RMS Beauty Organic ingredients, compostable packaging Minimalist, skin-friendly products
Kjaer Weis Luxury refillable makeup Elegant design with sustainability

Choosing these brands supports a healthier planet and skin.

Ready to glam up with the newest trends? Here’s a step-by-step guide:

  1. Start with Skincare-Infused Base: Use a hydrating primer like Milk Makeup Hydro Grip.
  2. Choose an Inclusive Foundation: Match your skin tone perfectly with Fenty Beauty Pro Filt’r or Rare Beauty.
  3. Add a Pop of Multi-Use Color: Dab on Danessa Myricks Colorfix for cheeks and lips.
  4. Go Bold on Eyes: Experiment with metallic liners from Pat McGrath Labs or graphic shapes with Victoria Beckham Beauty.
  5. Finish with a Glossy Lip: Try Yves Saint Laurent Candy Glaze Lip Gloss for that shiny, plump look.

Pro Tip: Follow tutorials on TikTok or Instagram to master application techniques and stay ahead of the curve.

Q: Are clean beauty products less effective?
✅ Not at all! Many clean brands like Ilia and Kosas deliver high performance without harmful ingredients.

Q: How do I find my perfect foundation shade?
Use brands with extensive shade ranges like Fenty Beauty or try tech-driven customization like Lancôme Le Teint Particulier.

Q: Can multi-use products replace my entire makeup bag?
They can simplify your routine but may not replace every specialized product, especially for dramatic looks.

Q: Are TikTok viral products really worth the hype?
Many are! But always check reviews and test if possible. Our team’s testing process ensures we recommend only the best.

📝 Conclusion: Embracing the Future of Makeup Brands with Confidence

After our deep dive into the latest makeup brand trends of 2024, it’s clear that the beauty industry is evolving faster than ever — blending innovation, inclusivity, sustainability, and technology to meet the needs of a diverse and conscious consumer base. From the rise of clean and sustainable brands like Ilia Beauty and Kosas, to the explosion of multi-use, skincare-infused products such as Patrick Ta Major Skin Foundation and Danessa Myricks Colorfix, the future of makeup is bright, radiant, and personalized.

We’ve seen how social media platforms like TikTok and Instagram are not just trend incubators but powerful forces shaping what products become cult favorites overnight. Whether it’s the viral success of Essence Lash Princess Mascara or the glossy lip obsession fueled by Yves Saint Laurent Candy Glaze, these platforms democratize beauty discovery and empower consumers to experiment fearlessly.

Our expert team at Makeup Brands™ confidently recommends embracing these trends while staying true to your unique style and skin needs. Remember, the best makeup brand is the one that makes you feel confident, comfortable, and radiant — whether it’s a high-end luxury line or a budget-friendly drugstore gem.

If you were wondering whether clean beauty sacrifices performance — rest assured, brands like Ilia and Kosas prove that you can have both safety and stunning results. And if you’ve been curious about how to incorporate bold eye looks or multi-use products into your routine, our step-by-step guide has you covered.

So, go ahead — experiment with the latest trends, support brands that align with your values, and most importantly, have fun with your makeup journey! 💄✨

🔗 Recommended Links for Further Exploration & Shopping

Ready to shop the hottest makeup brands and products we’ve raved about? Here’s your curated list:

Books for Makeup Enthusiasts:

  • Face Paint: The Story of Makeup by Lisa Eldridge — Amazon
  • Making Faces by Kevyn Aucoin — Amazon
  • Bobbi Brown Makeup Manual by Bobbi Brown — Amazon

What makeup brands are leading the industry in 2024?

Brands like Fenty Beauty, Ilia Beauty, Pat McGrath Labs, Rare Beauty, and Milk Makeup are at the forefront. They combine innovation, inclusivity, and sustainability, setting new standards for quality and ethics. Fenty’s inclusive shade range and Ilia’s clean beauty ethos are particularly influential.

Sustainability is no longer optional — it’s a core expectation. Brands are adopting refillable packaging, biodegradable materials, and clean ingredient lists. Consumers demand transparency about sourcing and environmental impact, pushing brands like RMS Beauty and Kjaer Weis to innovate responsibly.

Multi-use products like Danessa Myricks Colorfix, skincare-infused foundations like Patrick Ta Major Skin, and viral mascaras such as Essence Lash Princess dominate influencer feeds. These products combine performance with convenience and skin benefits, perfect for fast-paced content creation.

Which makeup brands offer the best cruelty-free options?

Brands certified by Leaping Bunny and PETA-Approved Vegan such as Pacifica, Too Faced, Milk Makeup, and Cover FX are excellent cruelty-free choices. They maintain high-quality standards without animal testing or animal-derived ingredients.

How is technology impacting the development of makeup brands?

Technology enables customized formulations through AI and apps (e.g., Function of Beauty, Lancôme Le Teint Particulier), improving shade matching and personalization. Ingredient science advances also allow for hybrid skincare-makeup products with enhanced benefits.

What are the top makeup brand launches this year?

Noteworthy launches include Patrick Ta Major Skin Foundation, E.l.f. Halo Glow Liquid Filter, and Rare Beauty Soft Pinch Liquid Blush. These products reflect trends toward hydration, natural finishes, and multi-functionality.

How do makeup brands incorporate skincare benefits into their products?

By infusing ingredients like hyaluronic acid, squalane, and antioxidants, brands create formulas that hydrate, protect, and improve skin texture while providing coverage or color. This fusion appeals to consumers seeking both beauty and skin health.

We hope this comprehensive guide has empowered you to navigate the exciting world of makeup brands with confidence and flair. Remember, the best trend is the one that makes you feel like the most radiant version of yourself! 💖

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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