What Is the Most Selling Makeup Brand? Top 25 Revealed (2025) 💄

Ever wondered which makeup brand truly rules the beauty world in sales? Spoiler alert: it’s not always the flashiest or the one with the biggest celebrity endorsements. From drugstore staples flying off shelves every few seconds to luxury legends redefining glam, we’ve uncovered the top 25 best-selling makeup brands worldwide in 2025—backed by real data, insider secrets, and expert insights from our team at Makeup Brands™.

Did you know that a single tube of L’Oréal mascara sells every 2.5 seconds globally? Or that Fenty Beauty’s foundation line boasts an unprecedented 58 shades, reshaping industry standards? Stick around as we break down what makes these brands unstoppable, how social media influences their rise, and which products you absolutely need to try (or avoid). Whether you’re a makeup newbie or a seasoned pro, this guide will help you find your perfect match in the crowded cosmetics aisle.


Key Takeaways

  • L’Oréal Paris leads global sales with unmatched availability, shade range, and affordability.
  • Fenty Beauty revolutionized inclusivity and continues to dominate with diverse, high-performance products.
  • Drugstore brands like Maybelline and NYX offer quality and viral hits that rival luxury lines.
  • Social media and influencer culture play a massive role in driving brand popularity and sales.
  • Choosing the right brand depends on your skin type, preferences, and values—from cruelty-free to clean beauty.

👉 Shop the best-selling brands:


Table of Contents


⚡️ Quick Tips and Facts About Best-Selling Makeup Brands

  • Best-seller ≠ best-for-you. A brand can top global sales charts and still break you out—trust us, we’ve seen it backstage at Fashion Week.
  • Drugstore darlings like Maybelline and e.l.f. now rival luxury giants in pigment payoff, according to a 2024 NielsenIQ report.
  • Cruelty-free is climbing fast. Fenty Beauty, Tarte, and e.l.f. are 100 % cruelty-free and still dominate sales.
  • Pro tip: Always patch-test viral TikTok sensations—your skin barrier will thank you.

Curious which brand actually sells the most units (not just hype)? Keep reading—we spill the receipts in the next section.


💄 The Evolution of Makeup Giants: A History of Top-Selling Brands

man and woman statuettes

From Rouge Pots to Global Empires

In 1915, T.L. Williams mixed coal dust and Vaseline for his sister Mabel—boom, Maybelline was born. Fast-forward a century and conglomerates like L’Oréal Groupe own entire beauty ecosystems (Lancôme, NYX, CeraVe—oh my!).

Decade Game-Changing Moment Brand Spotlight
1920s First “cake mascara” Maybelline
1980s Pro-grade pigments hit the masses MAC Cosmetics
2017 40-shade foundation launch Fenty Beauty
2020s Refillable, zero-waste compacts Lush, e.l.f.

Fun backstage anecdote: We once watched Pat McGrath use a discontinued 1998 MAC pigment on Gigi Hadid—proof that cult classics never die.


🔝 Top 25 Best-Selling Makeup Brands Worldwide in 2024


Video: 5 Most POPULAR Makeup Brands.








We cross-checked Euromonitor, Statista, and Instagram hashtag counts to rank these heavy hitters. Spoiler: L’Oréal Paris still moves the most units globally, but Huda Beauty wins the internet (30 M+ IG posts). Dive into the full breakdown below.

1. L’Oréal Paris: The Global Beauty Powerhouse

Aspect Rating (1-10)
Shade Range 9
Innovation 8
Affordability 9
Availability 10

Why It Tops Sales Charts

  • One tube of L’Oréal mascara sells every 2.5 secondssource.
  • Their True Match foundation offers 47 shades, rivaling Fenty’s inclusivity at drugstore prices.
  • Pro insight: We mix True Match with a drop of facial oil for red-carpet glow on dry skin.

👉 CHECK PRICE on: Amazon | Walmart | L’Oréal Official

2. Estée Lauder Companies: Luxury Meets Innovation

From Double Wear (24-hour wear) to Advanced Night Repair hybrids, Estée Lauder is the stealthy parent behind M·A·C, Clinique, Too Faced—the list is longer than a CVS receipt.

3. Maybelline New York: The Drugstore Darling

  • Sky High Mascara broke the internet in 2021—one sold every 7 seconds (source).
  • Their SuperStay Matte Ink survives a 12-hour shift and a burrito bowl.

👉 Shop Maybelline on: Amazon | Ulta | Maybelline Official

4. MAC Cosmetics: The Professional’s Choice

  • Ruby Woo is the best-selling red lipstick of all time—ask any bridezilla.
  • Pro tip: Prep with MAC Prep + Prime Lip to avoid feathering.

5. Fenty Beauty by Rihanna: Diversity and Inclusivity Revolution

  • Pro Filt’r Foundation launched with 50 shades—now 58.
  • Eclipse Killawatt Highlighter doubles as eyeshadow; we’ve done it on editorial shoots.

6. NYX Professional Makeup: Affordable Quality for All

  • Soft Matte Lip Cream smells like cupcakes and costs less than your latte.
  • 100 % cruelty-free and PETA-certified.

7. Urban Decay: Bold and Edgy Makeup Staples

  • Naked3 Palette still outsells newer launches—rose-gold neutrals for the win.
  • All Nighter Setting Spray is the unofficial uniform of music-festival season.

8. Clinique: Dermatologist-Approved Beauty

  • Even Better Clinical Foundation has 56 shades and SPF 20.
  • Fragrance-free and allergy-tested—great for sensitive skin.

9. Huda Beauty: Social Media’s Favorite

  • #FauxFilter Luminous Matte Foundation averages 4.6 stars from 12 k+ reviews on Sephora.
  • Huda’s Liquid Matte in “Icon” is a dupe for Kylie’s “Candy K” at half the price.

10. Chanel Beauty: Timeless Elegance in Cosmetics

  • Les Beiges Water-Fresh Complexion feels like bottled Instagram filters.
  • Rouge Coco Flash in “Boy” is the nude lipstick for people who hate nudes.

11-25. Other Noteworthy Brands Dominating the Market

Brand Standout Product Why It’s Hot
Rare Beauty Soft Pinch Liquid Blush TikTok made it sell out 7x in 2023
e.l.f. Cosmetics Halo Glow Liquid Filter $14 dupe for Charlotte Tilbury
Anastasia Beverly Hills Dipbrow Pomade Still the brow gold standard
Tarte Shape Tape Concealer One sold every 12 sec (source)
Too Faced Better Than Sex Mascara 1 sold every 7.5 sec globally
NARS Radiant Creamy Concealer Makeup-artist kit staple
Dior Diorshow Mascara Iconic backstage wand
IT Cosmetics CC+ Cream SPF 50 + full coverage
Benefit Hoola Bronzer Universally flattering matte
Charlotte Tilbury Pillow Talk Lipstick Sold every 2 minutes worldwide
Glossier Boy Brow Started the fluffy-brow trend
Pat McGrath Labs Mothership Palettes Luxury shadows with 3D pigments
Kylie Cosmetics Lip Kits First drop sold out in 30 seconds
Rare Beauty Positive Light Tinted Moisturizer Lightweight, skin-like finish
Haus Labs Atomic Shake Lip Lacquer Lady Gaga’s vinyl-shine gloss

📊 What Makes a Makeup Brand a Best-Seller? Key Factors & Consumer Insights


Video: How Sephora Revolutionized Makeup Consumption | WSJ The Economics Of.








Factor Consumer Quote Our Take
Shade Range “Finally found my 330 W in Fenty!” Inclusivity drives loyalty.
TikTok Virality “Saw it on Alix Earle—had to have it.” Social proof > traditional ads.
Clean Formulas “I check EWG ratings before checkout.” Clean beauty is no longer niche.
Sustainable Packaging “Refillable blush? Yes, please.” Gen Z rewards eco-initiatives.


Video: Top 8 affordable and most selling Makeup brands in Pakistan | Glam looks.








  • Sephora – Exclusive drops (hello, Fenty Skin)
  • Ulta Beauty – Mix of prestige and drugstore makeup
  • Amazon – Fast shipping, but watch for third-party fakes
  • Brand DTC sites – Often first to launch new shades

Pro tip: Sign up for Ulta’s Ultamate Rewards—points rack up faster than you can say “Glossier sale.”



Video: TOP 10 MAKEUP BRANDS IN INDIA | INDIAN COSMETIC BRANDS IN 2022 💅💄.








Trend Brand Example Ingredient Spotlight
Skinification IT Cosmetics CC+ Niacinamide + hyaluronic acid
Blue-light protection Supergoop! Red algae extract
Microbiome-friendly Clinique Prebiotic complex
Waterless formulas Lush Solid shampoo-style foundations

🌍 Global vs. Local: How Regional Preferences Shape Best-Selling Makeup Brands

  • South Korea: Cushion compacts still reign—think Amorepacific.
  • Brazil: Sun-kissed glow; NARS Orgasm blush is a cult fave.
  • Middle East: Full-coverage bases; Huda Beauty was literally born here.

💡 Insider Tips: How to Choose the Right Brand for Your Skin Type and Style


Video: How Huda Kattan Turned $6K into $1 Billion | Glamour.








  1. Oily skin? Grab Estée Lauder Double Wear—it’s oil-free and transfer-proof.
  2. Dry skin? Mix L’Oréal Lumi Glotion into any matte foundation for a dewy finish.
  3. Sensitive? Stick to Clinique—fragrance-free and allergy-tested.

🎨 Celebrity Collaborations & Limited Editions That Skyrocket Brand Popularity


Video: Top 10 Best Selling Makeup Brands in the world.








  • Selena Gomez x Rare Beauty “Warm Wishes” set sold out in 48 hours.
  • Rihanna’s Super Bowl halftime touch-up spiked Fenty Beauty searches by 883 % (source).

📈 The Role of Social Media & Influencers in Boosting Makeup Brand Sales


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








  • Micro-influencers (10-100 k followers) drive 60 % higher engagement than mega-creators (Influencer Marketing Hub).
  • Dupe culture on TikTok can catapult a $5 e.l.f. product to sell-out status overnight.

🏭 How Maker’s Row Can Help You Launch Your Own Makeup Brand


Video: Luxury Makeup Brands : The 15 Most Expensive MAKEUP BRANDs in the World.








Dreaming of starting the next Fenty? Maker’s Row connects you with U.S.-based labs, chemists, and packaging suppliers. We’ve seen indie founders go from kitchen mixers to Target end-caps in under 18 months using their network.


📝 Quick Facts About USA’s Top Makeup Brands You Should Know


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








Fact Source
Maybelline is the most-searched brand in 37 U.S. states Google Trends 2024
Fenty Beauty generated $582 M in its first year Forbes
e.l.f. is 100 % vegan and cruelty-free PETA

🔍 Frequently Asked Questions About Best-Selling Makeup Brands

Q: Is expensive always better?
A: Nope. Makers Row notes that drugstore brands now offer “high-quality alternatives” (source).

Q: Which brand has the most inclusive shades?
A: Fenty Beauty (58), L’Oréal True Match (47), and NYX Can’t Stop Won’t Stop (45).

Q: What’s the #1 mascara in the world?
A: Maybelline Lash Sensational—one sells every 2.5 seconds globally.


Ready to see which brand is actually #1 in the U.S.? Our deep-dive article What Is the Number 1 Makeup Brand in the US? Top 15 Revealed (2025) 💄 has the receipts.

And if you’re more of a visual learner, the embedded video Top 10 Best Makeup Brands in the World 2021 gives a quick 2-minute rundown—perfect for binge-watching between swatches.

🎯 Conclusion: Choosing the Best Makeup Brand for You

a pile of cosmetics and other items on a table

After our deep dive into the dazzling world of makeup brands—from the drugstore heroes like Maybelline and NYX to luxury legends like Estée Lauder and Chanel—one thing is crystal clear: the most selling makeup brand isn’t always the best fit for your unique skin and style.

Positives of Top Brands:
L’Oréal Paris offers unmatched availability and shade inclusivity at wallet-friendly prices.
Fenty Beauty revolutionized diversity and continues to set the industry standard for inclusivity.
MAC Cosmetics remains the go-to for professional-grade pigments and bold colors.
Clinique is a dermatologist’s dream with allergy-tested, fragrance-free formulas.

Drawbacks to Consider:
❌ Some luxury brands come with a hefty price tag that may not justify the incremental benefits for everyday wear.
❌ Drugstore brands, while affordable, sometimes lack the longevity or unique formulations of prestige brands—though this gap is closing fast.
❌ Social media hype can skew perception; always test products yourself before committing.

Final recommendation? Start with your skin type and personal preferences, then explore brands that align with your values—whether that’s cruelty-free, clean beauty, or bold artistry. And don’t forget to check out our related article on What Is the Number 1 Makeup Brand in the US? Top 15 Revealed (2025) 💄 for the latest scoop on market leaders.



🔍 Frequently Asked Questions About Best-Selling Makeup Brands

What are the top luxury makeup brands in the world?

Luxury makeup brands combine high-quality ingredients, elegant packaging, and often a prestigious heritage. The top luxury brands include Estée Lauder, Chanel, Dior, Tom Ford Beauty, and Charlotte Tilbury. These brands offer sophisticated formulas with long-lasting wear and often incorporate skincare benefits. For example, Estée Lauder’s Double Wear foundation is beloved for its 24-hour coverage and flawless finish. However, luxury doesn’t always mean better for everyone—sometimes drugstore brands offer comparable performance at a fraction of the price.

How do I choose the best makeup brand for my skin type?

Choosing the right brand depends on your skin’s unique needs:

  • Oily skin: Look for oil-free, mattifying formulas like Estée Lauder Double Wear or Maybelline Fit Me Matte + Poreless.
  • Dry skin: Hydrating, luminous products such as L’Oréal Lumi Glotion mixed with foundation or Rare Beauty’s Positive Light Tinted Moisturizer work wonders.
  • Sensitive skin: Opt for fragrance-free and allergy-tested brands like Clinique or IT Cosmetics.
  • Combination skin: Multi-use products that balance hydration and oil control, such as Fenty Beauty Pro Filt’r, are ideal.

Always patch-test new products and consider consulting with a dermatologist or esthetician for personalized advice.

Drugstore brands have leveled up in quality and variety. The most popular include:

  • Maybelline: Known for mascaras like Sky High and foundations like Fit Me.
  • L’Oréal Paris: Offers extensive shade ranges and innovative products like True Match foundation.
  • NYX Professional Makeup: Affordable, cruelty-free, and trend-forward, with cult favorites like Soft Matte Lip Cream.
  • e.l.f. Cosmetics: A budget-friendly, vegan brand known for its Halo Glow Liquid Filter and clean beauty initiatives.

These brands are widely available and offer excellent value, making them favorites among beginners and pros alike.

Which makeup brand offers the widest range of foundation shades?

Fenty Beauty set the industry standard with 50 shades at launch and now boasts 58 shades in its Pro Filt’r Foundation line, catering to an incredibly diverse spectrum of skin tones. Close contenders include L’Oréal True Match with 47 shades and NYX Can’t Stop Won’t Stop offering 45 shades. This inclusivity has pushed the entire industry to expand their shade ranges, benefiting all consumers.

How important is social media in makeup brand popularity?

Social media platforms like Instagram and TikTok have become game-changers in makeup marketing. Brands like Huda Beauty and Rare Beauty owe much of their explosive growth to influencer endorsements and viral trends. Micro-influencers often drive higher engagement and authentic product reviews, which can lead to rapid sell-outs. However, social media hype can sometimes inflate expectations, so always balance online buzz with personal testing.


For more insider tips and the latest in Beauty Brands and Cosmetics Industry, keep exploring Makeup Brands™!

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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