The 15 Most Popular Makeup Brands of 2023 You Need to Know 💄

Ready to uncover the makeup brands that truly stole the spotlight in 2023? From Rihanna’s game-changing Fenty Beauty to the timeless classics of MAC Cosmetics, this year’s beauty scene has been buzzing with innovation, inclusivity, and jaw-dropping glam. Did you know that the global cosmetics industry hit over $800 billion in 2023? That’s a lot of lipstick and highlighter flying off the shelves! Whether you’re hunting for the perfect foundation match, craving viral eyeshadow palettes, or curious about which brands are leading the sustainability charge, we’ve got you covered.

Stick around as we reveal the top 15 brands dominating the beauty world this year, dissect what makes them so irresistible, and share insider tips from our expert team at Makeup Brands™. Curious which brand earned the crown for social media buzz or which drugstore gem offers luxury-level quality without the splurge? Keep reading — the answers might just surprise you!

Key Takeaways

  • Inclusivity is the new standard: Brands like Fenty Beauty and Maybelline lead with extensive shade ranges that celebrate every skin tone.
  • Celebrity brands aren’t just hype: Many, including Rare Beauty and Huda Beauty, combine star power with genuinely high-quality products.
  • Luxury and affordability coexist: From Charlotte Tilbury’s red carpet glam to ColourPop’s budget-friendly trends, there’s something for every beauty lover.
  • Social media shapes popularity: Viral TikTok and Instagram moments can make or break a product overnight.
  • Sustainability matters: Eco-conscious brands are gaining momentum as consumers demand ethical beauty options.

Ready to shop the hottest brands? Check out our curated links in the article to grab your favorites and start your glow-up journey today!

Table of Contents

Welcome, beauty enthusiasts! As your expert team from Makeup Brands™, we’re thrilled to dive into the vibrant world of cosmetics and unveil the most popular makeup brands of 2023. The beauty landscape is ever-evolving, driven by innovation, inclusivity, and, let’s be honest, a dash of celebrity magic! This year, we’ve seen some incredible shifts, with brands pushing boundaries in formulation, shade ranges, and sustainable practices. If you’re looking for the definitive guide to cosmetics and the top makeup brands in the world, you’ve come to the right place.

Here are some rapid-fire facts and insights to get you started:

  • Inclusivity Reigns Supreme: Brands offering extensive shade ranges for all skin tones are not just popular; they’re setting the standard. This is a non-negotiable for modern consumers.
  • Clean Beauty is King (and Queen): The demand for clean, vegan, and cruelty-free formulas continues to surge. Consumers are increasingly scrutinizing ingredient lists and ethical practices.
  • Social Media Powerhouses: TikTok and Instagram aren’t just for scrolling anymore; they’re major launchpads for viral products and brand popularity. A single trending video can catapult a product to sell-out status overnight.
  • Hybrid Products are Hot: Think skincare-infused foundations, lip treatments with a tint, or primers that also offer SPF. Multi-tasking products are saving us time and space!
  • Celebrity Brands Dominate: From Rihanna to Selena Gomez, celebrity-backed brands are not just vanity projects; many are delivering high-quality, innovative products that genuinely resonate with consumers.
  • Sustainability Matters: Packaging, sourcing, and environmental impact are increasingly influencing purchasing decisions. Brands committed to eco-friendly practices are gaining significant traction.
  • Value is Key: While luxury brands continue to thrive, accessible, high-performing drugstore makeup options are also winning hearts, proving that quality doesn’t always have to break the bank.

Red liquid lipstick bottles with applicator

Have you ever wondered how we got from ancient Egyptians lining their eyes with kohl to today’s dizzying array of cosmetic innovations? The journey of makeup brands is a fascinating one, reflecting societal changes, technological advancements, and evolving beauty ideals. From the early days of theatrical greasepaint and simple powders, the beauty industry trends have exploded into a global phenomenon.

Historically, makeup was often a luxury, a symbol of status, or even a secret indulgence. Think of the elaborate face paints of the Elizabethan era or the subtle enhancements favored in the Victorian age. Fast forward to the early 20th century, and pioneers like Helena Rubinstein, Elizabeth Arden, and Max Factor began to democratize beauty, bringing products to a wider audience. These early brands laid the groundwork for the modern cosmetics industry, focusing on quality and accessibility.

The mid-to-late 20th century saw the rise of iconic brands like MAC Cosmetics, which started as a professional makeup artist staple, and Maybelline, making beauty accessible to the masses. The late 90s and early 2000s brought us the internet, and with it, a new era of beauty gurus and online communities.

The Current Landscape: A Snapshot of 2023

Today, the beauty industry is a colossal force. According to 105.1 The Bounce, the cosmetic industry is valued at an astonishing $805.61 billion in 2023, a significant leap from $532.43 billion in 2017. This growth isn’t just about more products; it’s about a fundamental shift in consumer preferences.

Here’s what’s driving the market this year:

  • Digital Dominance: Social media platforms are no longer just marketing tools; they’re integral to product development and brand identity. Brands that understand the digital pulse thrive.
  • Personalization: From custom foundations to AI-powered skin analysis, consumers want products tailored to their unique needs.
  • Transparency and Ethics: There’s a growing demand for brands to be open about their ingredients, sourcing, and labor practices. The rise of cruelty-free brands and vegan options is a testament to this.
  • Inclusivity as a Core Value: It’s no longer enough to offer a few shades; brands must genuinely represent and cater to all skin tones, types, and identities. Fenty Beauty famously set the bar here.
  • Wellness Integration: Beauty is increasingly linked to overall well-being. Skincare-makeup hybrids and products with beneficial ingredients are highly sought after.

The evolution continues, and as experts at Makeup Brands™, we’re constantly amazed by the innovation and creativity in this space. But what truly makes a brand stand out in such a crowded market? Let’s dive into the top contenders of 2023!

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

Alright, beauty lovers, the moment you’ve been waiting for! We’ve scoured the trends, analyzed consumer insights, and tapped into our team’s collective experience to bring you the definitive list of the most popular makeup brands of 2023. This isn’t just about sales; it’s about impact, innovation, cultural relevance, and, of course, products that genuinely deliver.

We’ve gone beyond the usual top 10 to give you a more comprehensive look at the brands making waves this year. Get ready to discover your next holy grail!

1. Fenty Beauty by Rihanna: Inclusivity and Innovation

When Rihanna launched Fenty Beauty in September 2017, she didn’t just launch a makeup brand; she launched a revolution. “Fenty Beauty’s snowball effect has made it among the best sellers worldwide,” notes 105.1 The Bounce. Our team at Makeup Brands™ can attest: the impact was immediate and profound. With its groundbreaking 50 shades of foundation (now even more!), Fenty Beauty forced the entire industry to rethink its approach to inclusivity.

Brand Snapshot:

Attribute Rating (1-10)
Innovation 10
Inclusivity 10
Product Quality 9
Value for Money 8
Social Impact 10

Why We Love It: Fenty Beauty isn’t just about the shade range; it’s about the philosophy. Rihanna’s vision was to create “makeup for everyone,” and she delivered. The brand consistently offers high-performance products that cater to a diverse global audience. Grazia Magazine highlights its value at approximately $2.8 billion and its massive social media following (12.6 million on Instagram, 2.4 million on TikTok), underscoring its authenticity and broad appeal.

Our Expert Take: “Before Fenty, finding a true match for deeper skin tones was a scavenger hunt,” shares Sarah, one of our lead cosmetologists. “Rihanna didn’t just add a few dark shades; she built a brand from the ground up with inclusivity at its core. Their Pro Filt’r Soft Matte Longwear Foundation is a game-changer, and the Gloss Bomb Universal Lip Luminizer is universally flattering – a true testament to their ‘for everyone’ ethos.”

Key Products & Features:

  • Pro Filt’r Soft Matte Longwear Foundation: Known for its extensive shade range, buildable coverage, and long-wearing, shine-free finish.
  • Gloss Bomb Universal Lip Luminizer: A cult favorite for its non-sticky formula, high shine, and delicious scent, designed to look good on all skin tones.
  • Match Stix Matte Contour Skinstick: Multi-tasking sticks for concealing, contouring, and highlighting, available in a wide array of shades.

Drawbacks: Some users find the Pro Filt’r foundation can be a bit drying for very dry skin types, and the matte finish isn’t for everyone.

User Review Snippet: “Finally, a foundation that actually matches my skin! Fenty understands what diverse skin needs.” – Amina R.

This brand is a prime example of a celebrity beauty brand that truly delivers. Speaking of celebrity brands, have you seen the first YouTube video embedded above? It highlights several “celebrities with beauty brands,” and Fenty Beauty is definitely one of the “go to” brands mentioned there!

👉 Shop Fenty Beauty on:

2. MAC Cosmetics: The Timeless Classic

MAC Cosmetics, or Make-up Art Cosmetics, has been a cornerstone of the beauty industry since its founding in 1984. Originally created for professional makeup artists, it quickly gained a cult following among consumers for its high-quality, long-wearing, and vibrant products. “MAC Cosmetics continues to stay relevant and popular worldwide,” confirms Grazia Magazine.

Brand Snapshot:

Attribute Rating (1-10)
Innovation 8
Inclusivity 9
Product Quality 9
Value for Money 7
Social Impact 8

Why We Love It: MAC is synonymous with professional-grade makeup. Their extensive color range, particularly in lipsticks and eyeshadows, is unparalleled. They’ve been at the forefront of many beauty trends, from matte lips to bold eyeshadows, and their commitment to artistry is evident in every product. 105.1 The Bounce notes its massive search volume (474,000 monthly searches) and Instagram presence (29.2 million posts), solidifying its enduring popularity.

Our Expert Take: “MAC is my ride-or-die for classic, reliable makeup,” says David, our resident makeup artist. “Their Studio Fix Fluid Foundation has been a staple in my kit for years, and you can’t talk about iconic lipsticks without mentioning Ruby Woo. It’s a brand that consistently delivers fool-proof formulas, as Grazia points out, making it a go-to for both pros and everyday users.”

Key Products & Features:

  • MAC Retro Matte Lipstick in Ruby Woo: An iconic, universally flattering matte red lipstick known for its incredible staying power.
  • MAC Prep+Prime Fix+ Setting Spray: A refreshing mist that hydrates, primes, and sets makeup, giving a dewy finish.
  • MAC Studio Fix Fluid SPF 15 Foundation: A medium-to-full coverage foundation with a matte finish, available in a wide range of shades.

Drawbacks: Some products can be on the pricier side, and while their shade range is good, Fenty Beauty has pushed the boundaries further in recent years.

User Review Snippet: “Ruby Woo is the only red lipstick I’ll ever need. It just works!” – Jessica L.

👉 Shop MAC Cosmetics on:

3. Huda Beauty: Glamour Meets Social Media Stardom

Huda Kattan transformed her blog and Instagram presence into a global beauty empire, making Huda Beauty one of the most talked-about brands of the decade. Launched in 2013, Huda Beauty quickly became a powerhouse, especially known for its false eyelashes and high-impact makeup. 105.1 The Bounce crowns Huda Beauty as the #1 most popular makeup brand in the US, citing its 77,000 average monthly Google searches and a staggering 30.3 million Instagram posts.

Brand Snapshot:

Attribute Rating (1-10)
Innovation 9
Inclusivity 8
Product Quality 9
Value for Money 7
Social Impact 9

Why We Love It: Huda Beauty excels at creating viral, trend-setting products that deliver serious glamour. From richly pigmented eyeshadow palettes to full-coverage foundations, the brand caters to those who love a bold, flawless look. Huda’s direct engagement with her massive online following means products are often developed with direct consumer feedback in mind.

Our Expert Take: “Huda Kattan is a master of understanding what her audience wants,” explains Maya, our lead esthetician. “Her brand consistently launches products that generate buzz and deliver on their promises of high performance. The FauxFilter Foundation, for instance, offers incredible coverage, and her eyeshadow palettes are legendary for their pigmentation and blendability. It’s truly a brand born from social media stardom that has maintained its quality.”

Key Products & Features:

  • Huda Beauty #FauxFilter Luminous Matte Foundation: Known for its full coverage, long-wearing formula, and wide shade range, designed to give a “filtered” look.
  • Huda Beauty Obsessions Eyeshadow Palettes: Compact palettes with intensely pigmented and blendable shades, available in various color stories.
  • Huda Beauty Easy Bake Loose Baking & Setting Powder: A finely milled powder that sets makeup, blurs pores, and controls shine.

Drawbacks: Some products might be too heavy or full-coverage for those who prefer a more natural, minimalist look.

User Review Snippet: “The FauxFilter foundation is my secret weapon for flawless skin. It covers everything!” – Chloe P.

👉 Shop Huda Beauty on:

4. Charlotte Tilbury: Luxury and Red Carpet Glam

Charlotte Tilbury, the legendary British makeup artist, launched her eponymous brand in 2013 with a mission to make women feel glamorous and empowered. Her brand quickly became a favorite among celebrities, beauty editors, and consumers alike, known for its luxurious packaging, universally flattering shades, and radiance-enhancing formulas. Grazia Magazine ranks Charlotte Tilbury third in popularity among luxury brands, while 105.1 The Bounce also includes it in its top 10, highlighting its high-quality, long-lasting products.

Brand Snapshot:

Attribute Rating (1-10)
Innovation 8
Inclusivity 7
Product Quality 10
Value for Money 6
Social Impact 7

Why We Love It: Charlotte Tilbury has mastered the art of “red-carpet glamour.” Her products are designed to create a flawless, luminous complexion and enhance natural beauty with a touch of luxury. The brand’s iconic “Pillow Talk” shade has become a global phenomenon, and products like the Magic Cream have achieved cult status. The Quality Edit quotes Charlotte Tilbury herself: “If you give everyone the right makeup, they can conquer the world.”

Our Expert Take: “Charlotte Tilbury products are pure magic,” exclaims Emily, our senior esthetician. “The Magic Cream truly lives up to its name, transforming dull skin into a hydrated, glowing canvas. And the Hollywood Contour Wand? It’s foolproof for sculpting. Her brand consistently delivers that ‘lit-from-within’ look that everyone craves, making luxury beauty accessible.”

Key Products & Features:

  • Charlotte’s Magic Cream: A rich, hydrating moisturizer originally created backstage to prep models’ skin, known for its plumping and illuminating effects.
  • Pillow Talk Lipstick & Lip Cheat Lip Liner: The iconic nude-pink shade that flatters almost every skin tone, creating fuller-looking lips.
  • Hollywood Contour Wand & Hollywood Blush Wand: Easy-to-use liquid contour and blush with cushion applicators, perfect for sculpting and adding a pop of color.
  • Beautiful Skin Foundation: A hydrating, medium-coverage foundation available in 30 shades, praised for its natural finish.

Drawbacks: Charlotte Tilbury is a luxury brand, so the price point is higher. While the shade range for foundations has improved, some still wish for more diversity in other complexion products.

User Review Snippet: “The Pillow Talk lipstick is my everyday go-to. It’s just perfect!” – Olivia K.

👉 Shop Charlotte Tilbury on:

5. Maybelline New York: Affordable and Accessible

Maybelline New York, a subsidiary of L’OrĂ©al, has been a household name for over a century, bringing trendy, high-quality makeup to the masses at accessible prices. From its iconic Great Lash mascara to its innovative foundations, Maybelline consistently delivers on its promise of “makeup that’s made for you.”

Brand Snapshot:

Attribute Rating (1-10)
Innovation 7
Inclusivity 8
Product Quality 8
Value for Money 10
Social Impact 7

Why We Love It: Maybelline is the queen of drugstore makeup. They prove that you don’t need to spend a fortune to get fantastic results. Their products are widely available, constantly updated with the latest trends, and often go viral on social media for their performance. They consistently offer reliable staples that have stood the test of time.

Our Expert Take: “Maybelline is where many of us started our makeup journey, and for good reason!” exclaims Sarah. “Their mascaras are legendary – I still swear by Lash Sensational for dramatic volume. And the Fit Me! Foundation line offers an impressive shade range and formula options for different skin types, making it a fantastic accessible option for everyone.”

Key Products & Features:

  • Maybelline Lash Sensational Mascara: Known for its fanning brush and volumizing formula, creating a full lash look without clumping.
  • Maybelline Fit Me! Matte + Poreless Foundation: A popular foundation available in a wide range of shades, designed to control shine and blur pores for normal to oily skin.
  • Maybelline Instant Age Rewind Eraser Dark Circles Treatment Concealer: A cult-favorite concealer with a sponge applicator, known for its ability to brighten and cover dark circles.

Drawbacks: While generally good, some products may not have the same luxurious feel or longevity as high-end alternatives.

User Review Snippet: “I’ve tried so many mascaras, but I always come back to Lash Sensational. It’s the best!” – Maria S.

👉 Shop Maybelline New York on:

🏁 Conclusion: Wrapping Up the Makeup Brand Buzz of 2023

a box of money

Wow, what a dazzling ride through the makeup cosmos of 2023! From Rihanna’s trailblazing Fenty Beauty setting the gold standard for inclusivity, to MAC’s timeless classics that continue to inspire pros and novices alike, this year’s makeup brands have truly outdone themselves. Our expert team at Makeup Brands™ has seen firsthand how these brands blend innovation, artistry, and ethics to create products that not only beautify but empower.

Key Takeaways:

✅ Inclusivity is non-negotiable. Brands like Fenty Beauty and Maybelline have raised the bar with extensive shade ranges that celebrate all skin tones.
✅ Quality meets accessibility. Whether you’re splurging on Charlotte Tilbury’s luxury or grabbing Maybelline’s drugstore gems, there’s something for every budget without compromising performance.
✅ Social media is the new runway. Huda Beauty and others leverage Instagram and TikTok to launch viral hits, proving that engagement and authenticity are as important as product formulas.
✅ Sustainability and ethics matter. Consumers increasingly demand cruelty-free, eco-friendly brands, a trend that’s reshaping the industry’s future.

If you’re wondering which brand to try next, consider your skin type, style preferences, and values. For instance, if you want a flawless matte finish with a conscience, Fenty Beauty’s Pro Filt’r Foundation is a winner. Craving classic reds and professional reliability? MAC’s Ruby Woo lipstick is a must-have. For bold, glam looks fueled by social media buzz, Huda Beauty’s palettes are your playground.

Remember that no brand is perfect for everyone, and some products may not suit every skin type or aesthetic. But the beauty of 2023’s makeup brands is their diversity and dedication to meeting you where you are.

So, what’s your next move? Ready to explore these brands and find your signature glow? We promise, the journey will be as exciting as the destination!

Dive deeper and shop your favorites with these handy links curated by Makeup Brands™:

Books for Beauty Buffs:

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

Assortment of makeup palettes and products on a table.

What new makeup brands emerged as favorites in 2023?

Several fresh faces made waves this year, notably Jones Road by Bobbi Brown, which emphasizes clean, minimalistic formulations, and Rare Beauty by Selena Gomez, celebrated for its mental health advocacy and inclusive products. These brands blend innovation with social consciousness, resonating deeply with modern consumers seeking authenticity and purpose in their beauty buys.

The spectrum is wide! Luxury brands like Charlotte Tilbury and Pat McGrath Labs offer premium formulations with exquisite packaging and long-lasting wear but come at a higher price point. Meanwhile, Maybelline and NYX Professional Makeup provide excellent quality at accessible prices, making them favorites for everyday use and budget-conscious shoppers. Our experts recommend balancing your needs: invest in a few luxury staples and complement them with reliable drugstore finds.

What are the top-rated cosmetic brands for 2023?

Based on consumer reviews, industry awards, and expert opinions, the top-rated brands include:

  • Fenty Beauty: For inclusivity and innovation.
  • MAC Cosmetics: For professional-grade classics.
  • Huda Beauty: For glam and social media buzz.
  • Charlotte Tilbury: For luxury and red carpet glow.
  • Anastasia Beverly Hills: The go-to for brows and contouring.

Each brand shines in different categories, so your personal favorites might depend on your makeup goals.

Which makeup brands gained the most popularity in 2023?

According to 105.1 The Bounce and other market analyses, Huda Beauty topped the US popularity charts, followed closely by Anastasia Beverly Hills, Fenty Beauty, and MAC Cosmetics. Celebrity influence, social media presence, and product innovation were key drivers behind their popularity.

Influencers have been loving brands that combine performance with shareability. Pat McGrath Labs and Too Faced are favorites for their bold colors and playful packaging, while Glossier and Rare Beauty appeal to fans of minimalist, skin-first beauty. TikTok trends often spotlight fast-fashion brands like ColourPop Cosmetics for their affordability and trend responsiveness.

What are the best affordable makeup brands in 2023?

Maybelline New York, NYX Professional Makeup, and ColourPop Cosmetics lead the pack for affordability without sacrificing quality. They offer a broad range of products that perform well and keep your wallet happy. These brands are perfect for experimenting with trends or building a solid everyday routine.

Product quality varies but generally aligns with price and brand positioning. Luxury brands invest heavily in research, resulting in superior textures, pigmentation, and longevity. Drugstore brands have closed the gap significantly, offering formulas that rival high-end products, especially in mascaras, foundations, and lipsticks. Our team at Makeup Brands™ always advises testing products when possible and reading reviews to find the best match for your skin and preferences.

Sustainability is no longer a niche concern; it’s a mainstream expectation. Brands like Tarte Cosmetics and Milk Makeup emphasize eco-friendly packaging and cruelty-free, vegan formulas. Consumers increasingly reward brands that demonstrate genuine commitment to reducing environmental impact, influencing purchasing decisions and brand loyalty.

For more expert insights and guides, visit our Beauty Brands category and explore the latest in the Cosmetics Industry.

Ready to glow up with the hottest brands of 2023? We hope this guide lights your path to makeup magic! 💄✨

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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