What Is the Number 1 Makeup Brand in the US? Top 15 Revealed (2025) 💄

Ever wondered which makeup brand truly reigns supreme in the US beauty scene? Spoiler alert: it’s not as simple as you might think! From drugstore legends to celebrity-founded powerhouses, the race for the top spot is fierce and ever-evolving. Did you know that Rihanna’s Fenty Beauty shook the industry by launching with 40 foundation shades, forcing every major brand to rethink inclusivity? Or that Maybelline still dominates drugstore aisles with iconic products millions swear by?

In this comprehensive guide, we’ll unveil the 15 most popular makeup brands in the US, break down what makes a brand the #1 choice, and share insider tips from our expert team at Makeup Brands™. Whether you’re hunting for the best foundation for your skin type or curious about which brands are crushing it on social media, we’ve got you covered. Ready to discover your new favorite? Let’s dive in!

Key Takeaways

  • No single brand holds the crown universally; the top makeup brand depends on factors like sales, inclusivity, innovation, and influencer buzz.
  • Maybelline leads in accessibility and drugstore dominance, offering quality products beloved by millions.
  • Fenty Beauty revolutionized inclusivity with an unprecedented shade range, setting a new industry standard.
  • Celebrity-founded brands like Rare Beauty and Kylie Cosmetics leverage authenticity and social media power to capture younger audiences.
  • Choosing the best brand depends on your skin type, budget, and values—our guide helps you navigate these choices confidently.

👉 Shop the top brands now:

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








Alright, let’s get real. You’re here because you want to know the tea: What is the number 1 makeup brand in the US? 👑 Is it the one your favorite influencer is raving about? The classic brand your mom has used for years? Or the new kid on the block that’s all over your TikTok feed?

Here at Makeup Brands™, our team of makeup artists, cosmetologists, and estheticians has seen it all. We’ve swatched, blended, and tested our way through countless products to get to the bottom of it. The answer, darling, is as layered as a perfectly baked face of makeup. It’s not just one name. The “best” can mean best-selling, most popular, most innovative, or most loved.

So, grab your favorite beverage, get comfy, and let’s dive into the glorious, glittering world of American makeup to uncover who’s really on top. We’ll be exploring everything from drugstore darlings to luxury legends and even touching on What Are the 7 Most Popular Makeup Trends Right Now? (2025) 💄.

⚡️ Quick Tips and Facts About the #1 Makeup Brand in the US

  • It’s Not a Simple Answer: There’s no single, undisputed #1 brand. It depends on the metric! L’Oréal is a massive global player by revenue, but influencer-led brands like Rare Beauty and Fenty Beauty are dominating social media buzz and winning hearts.
  • By The Numbers (Revenue): Legacy conglomerates like L’Oréal (owner of Maybelline, NYX, and Lancôme) and Estée Lauder (owner of MAC, Clinique, and Bobbi Brown) are the financial giants of the industry. L’Oréal’s brand value alone is a staggering $13.4 billion.
  • By Influencer Power (VIT Score): According to influencer marketing platform Traackr, Rare Beauty leads the pack in the makeup category, followed by Kylie Cosmetics and Fenty Beauty. This “Brand Vitality Score” (VIT) measures visibility, impact, and trust in influencer content.
  • By Popular Opinion: A YouGov poll shows that classic, accessible brands like Vaseline, Olay, and Neutrogena are the most positively viewed skincare and cosmetics brands by the general American public, with Maybelline and CoverGirl also ranking high.
  • Drugstore Dominance: Don’t sleep on the drugstore aisle! Brands like Maybelline consistently rank as bestsellers, proving that high quality doesn’t always have to come with a high price tag. Maybelline’s Color Sensational Lipstick is a top seller on Amazon.
  • The Fenty Effect: Launched in 2017, Fenty Beauty by Rihanna completely changed the game with its “groundbreaking inclusivity,” launching with 40 foundation shades and generating over $600 million in revenue in 2024.

💄 The Rise of the Top Makeup Brand: A Deep Dive into US Market Leaders

The American makeup landscape is a fascinating story of evolution. It’s a tale of legacy and disruption, where century-old companies coexist with viral TikTok sensations.

From Kitchens to Conglomerates

It all started with pioneers. Think of Estée Lauder, who began selling creams made in her home kitchen in 1946 and built a global empire that now owns over 25 major brands, including MAC and Clinique. Or Thomas Lyle Williams, who founded Maybelline in 1914 after seeing his sister use Vaseline and coal dust on her lashes. These brands became household names by offering quality and reliability, earning a permanent spot on vanities across the country. For decades, companies like L’Oréal (founded in 1909), Revlon, and Procter & Gamble (P&G) were the undisputed kings of the Cosmetics Industry.

The Digital Disruption

Then came the internet, and everything changed. Social media created a new kind of kingmaker: the beauty influencer. Brands like NYX Professional Makeup, founded in 1999, became a “social media smash” by offering professional-quality, trend-driven products at drugstore prices. This paved the way for a new generation of brands born online.

The real earthquake, however, was the arrival of celebrity-founded brands that weren’t just vanity projects. They were movements. Fenty Beauty (2017) and Rare Beauty (2020) didn’t just put a famous face on a product; they tapped into a deep consumer desire for authenticity, inclusivity, and mission-driven beauty. As Harper’s Bazaar notes, “Fenty Beauty has changed the game for inclusivity in makeup.” This shift has forced the entire industry to become more transparent, diverse, and connected to its customers.

So, who are the main characters in the US beauty scene right now? While crowning a single “number 1” is tricky, these 15 brands are undeniably at the top, each bringing something unique to the table.

  1. Maybelline: The undisputed queen of the drugstore. The Knowledge Academy says, “Maybelline sets the standard for accessible yet effective beauty solutions.” From the iconic Great Lash Mascara to the fan-favorite Instant Age Rewind Concealer, it delivers quality for all.
  2. Fenty Beauty: The game-changer. Rihanna’s brand is celebrated for its “boundary-breaking 40 foundation shades” that catered to a long-underserved market. It’s a powerhouse of innovation and inclusivity.
  3. MAC Cosmetics: The professional’s choice. Known for bold colors and high-performance formulas, MAC “continues to captivate audiences with its boundary-pushing approach to beauty.” Its Retro Matte Lipstick is legendary.
  4. Rare Beauty: Beauty with a heart. Selena Gomez’s brand is as much about mental health advocacy as it is about its viral Soft Pinch Liquid Blush. It’s praised for user-friendly formulas that celebrate individuality.
  5. L’Oréal Paris: The global giant. As the world’s largest beauty conglomerate, L’Oréal is a master of innovation and research, with beloved products in every category, from makeup to skincare and hair.
  6. e.l.f. Cosmetics: The budget-friendly viral star. e.l.f. (which stands for eyes, lips, face) has mastered the art of creating high-quality, affordable “dupes” of luxury products, making it a Gen Z favorite.
  7. NARS Cosmetics: Modern, audacious, and chic. Founded by makeup artist François Nars, this brand is famous for its “iconic blushes in universally flattering hues” (hello, Orgasm!) and high-performance formulas.
  8. Charlotte Tilbury: Red carpet glamour for everyone. This UK import has taken the US by storm with its luxurious, glow-giving products. The Pillow Talk collection is a certified phenomenon.
  9. Estée Lauder: Timeless luxury. This heritage brand “epitomises luxury and sophistication.” Its Double Wear Stay-in-Place Foundation is a holy grail product for its flawless, long-lasting coverage.
  10. NYX Professional Makeup: Pro-level at a low price. NYX empowers makeup lovers to “experiment, express themselves, and unleash their creativity” with a massive range of colorful and innovative products.
  11. Clinique: Dermatologist-developed and skin-friendly. A pioneer in combining skincare and makeup, Clinique is a trusted choice for sensitive skin, with its Almost Lipstick in Black Honey being a cult classic.
  12. Bare Minerals: The clean beauty pioneer. This brand “revolutionized the industry with clean, mineral-based formulations prioritizing skin health.” Its Original Loose Powder Foundation is an icon.
  13. Urban Decay: Edgy and bold. Famous for its game-changing Naked eyeshadow palettes and long-lasting setting sprays, Urban Decay has always been about challenging the status quo.
  14. IT Cosmetics: Problem-solving makeup. Developed with plastic surgeons and dermatologists, this brand focuses on creating products that offer full coverage while also improving your skin, like their famous CC+ Cream with SPF 50.
  15. Glossier: The minimalist’s dream. With a “skin first, makeup second” philosophy, Glossier champions a natural, dewy look. It became a top brand in 22 US states based on Google data analysis.

2. What Makes a Makeup Brand the Number One? Key Factors and Consumer Insights

What’s the secret recipe for becoming a top Beauty Brand? It’s a complex cocktail of factors. Gone are the days when a big advertising budget was enough. Today’s savvy consumers demand more.

Key Factor Why It Matters Top Performers
Innovation & Quality The product has to work. This means high-performance formulas, unique textures, and long-lasting wear. MAC Cosmetics, Pat McGrath Labs, MAKE UP FOR EVER
Inclusivity & Diversity Consumers want to see themselves represented. This means extensive shade ranges and marketing that speaks to all skin tones, ages, and genders. Fenty Beauty, Rare Beauty
Social Media Buzz Viral moments on TikTok and Instagram can make a product sell out overnight. It’s about creating shareable, exciting content. e.l.f. Cosmetics, Rare Beauty, Sol de Janeiro
Brand Story & Values Shoppers are increasingly buying into a brand’s mission. This could be a focus on clean ingredients, mental health advocacy, or sustainability. Rare Beauty, Bare Minerals, Kosas
Accessibility This includes both price point and availability. Being available at major retailers like Sephora, Ulta Beauty, and drugstores is key. Maybelline, NYX, e.l.f. Cosmetics
Sales & Revenue The bottom line. This reflects overall market dominance and consumer purchasing power on a massive scale. L’Oréal, Estée Lauder, P&G

As you can see, a brand like Fenty Beauty hits the jackpot by excelling in multiple areas: it launched with groundbreaking inclusivity, has undeniable social media buzz thanks to Rihanna, and delivers high-quality, innovative products. Meanwhile, a brand like Maybelline continues to dominate through sheer accessibility and decades of consumer trust.

3. Brand Battles: Comparing the Top Contenders – Fenty Beauty, Maybelline, MAC, and More

Let’s put some of the heavy hitters head-to-head. How do they stack up when you look closer? We’re breaking it down for you.

Feature Fenty Beauty Maybelline MAC Cosmetics Rare Beauty
Vibe Modern, Inclusive, Bold Classic, Accessible, Trendy Professional, Artistic, Edgy Minimalist, Authentic, Kind
Price Point Mid-Range to Prestige Drugstore / Affordable Prestige Mid-Range
Known For Pro Filt’r Foundation, Gloss Bomb Great Lash Mascara, Fit Me! Foundation Studio Fix Foundation, Matte Lipsticks Soft Pinch Liquid Blush, Liquid Luminizer
Shade Range ✅ Excellent (Pioneered 40+ shades) ✅ Good (Fit Me! franchise is extensive) ✅ Excellent (Pro-level selection) ✅ Very Good (Focus on natural tones)
Key Strength Redefining inclusivity in beauty. High-quality products at a low price. Unmatched professional performance. Mission-driven and user-friendly.
Where to Buy Sephora, FentyBeauty.com Drugstores, Walmart, Amazon MACcosmetics.com, Department Stores, Ulta Sephora, RareBeauty.com

The Takeaway: Who wins this battle? It depends entirely on you.

  • If you’re looking for the perfect shade match and want to support a brand that champions diversity, Fenty Beauty is your champion.
  • If you need reliable, on-trend products that won’t break the bank, Maybelline is the undefeated winner of the Drugstore Makeup aisle.
  • If you’re a makeup artist or an enthusiast who demands high-pigment, long-wearing, artistic products, MAC will always be in your corner.
  • If you want makeup that feels good, looks natural, and supports a positive mission, Rare Beauty is the clear choice.

4. Celebrity Endorsements and Influencer Power: How They Shape the #1 Makeup Brand

Once upon a time, a celebrity endorsement meant seeing a famous actress in a magazine ad. Today, it means the celebrity is the brand. This shift has fundamentally altered the path to the top.

The New Guard of Beauty Moguls

The most successful celebrity lines are not just slapping a name on a product. They are deeply involved, authentic extensions of their founders’ personal brands.

  • Rihanna & Fenty Beauty: Rihanna didn’t just endorse Fenty; she created it to fill a massive gap she saw in the market. Her personal involvement and advocacy for diversity are the core of the brand’s identity. Fenty’s success, with a valuation of $2.8 billion, is a testament to this authentic connection.
  • Selena Gomez & Rare Beauty: Selena built her brand around her personal journey with mental health. As Harper’s Bazaar puts it, “Rare Beauty is all about celebrating individuality and embracing imperfections.” This mission resonates deeply with consumers, making products like her liquid blush feel like a small act of self-love.
  • Kylie Jenner & Kylie Cosmetics: One of the originals in the direct-to-consumer social media model, Kylie Jenner used her massive following to create unprecedented hype for her Lip Kits, selling them out in minutes and building a beauty empire.

This model is so powerful that it’s now a key metric for success. Traackr’s VIT score, which ranks brands based on influencer marketing, consistently places celebrity-led brands like Rare Beauty, Kylie Cosmetics, and Fenty Beauty at the very top of its US rankings.

5. Innovation and Inclusivity: The Secret Sauce of America’s Favorite Makeup Brand

What truly separates a good brand from a great one? It’s the “secret sauce”—that magical combination of forward-thinking innovation and genuine inclusivity.

The Fenty Effect: A Revolution in 40 Shades

We can’t talk about inclusivity without starting with Fenty Beauty. Before its 2017 launch, finding a foundation match for very light or very deep skin tones was a frustrating, often fruitless quest. By debuting with “a boundary-breaking 40 foundation shades,” Fenty didn’t just launch a product; it sent a message to the entire industry: everyone deserves to be seen. This move created a new industry standard, now known as the “Fenty Effect,” pressuring other brands to expand their own ranges.

The Clean Beauty Movement

Innovation isn’t just about technology; it’s also about philosophy. The rise of “clean beauty” has been a major driver in the market. Brands like Bare Minerals and Kosas have built their identity on this principle.

  • Bare Minerals: This brand was a true pioneer, introducing mineral-based makeup that was free of harsh chemicals and irritants. They championed the idea that makeup could actually be good for your skin. As one summary notes, Bare Minerals “empowers individuals to embrace their unique features and a natural, radiant glow.”
  • Kosas & ILIA: These newer brands are taking clean beauty to the next level by merging it with active skincare ingredients. They offer “skin-centric makeup” that provides coverage while also nourishing and improving your complexion over time. It’s the ultimate two-for-one.

This focus on what’s in the product (and what’s left out) is no longer a niche concern. It’s a mainstream demand that top brands must meet to stay relevant.

6. Where to Buy the Top Makeup Brand: Retailers, Online Stores, and Exclusive Drops

Finding your favorite products is half the battle! The top brands make it easy to shop, whether you’re an in-person swatcher or a one-click wonder. Here’s the breakdown of where to find the best of the best.

The Beauty Giants: Sephora and Ulta

  • Sephora: The go-to destination for prestige and influencer-led brands. This is where you’ll find the full collections of Fenty Beauty, Rare Beauty, Charlotte Tilbury, and NARS. It’s a playground for beauty lovers.
  • Ulta Beauty: The ultimate one-stop-shop. Ulta brilliantly combines prestige brands like MAC and Clinique with drugstore powerhouses like Maybelline and e.l.f., all under one roof. It’s the perfect mix of high and low.

Drugstores and Mass Retailers

Never underestimate the power of the aisle! Retailers like Walmart, Target, CVS, and Walgreens are the backbone of the American makeup market. This is the home of legendary and affordable brands.

Direct from the Source

For the ultimate brand experience, exclusive products, and sometimes the best deals, go straight to the source. Most brands, from MAC Cosmetics to Glossier, have robust online stores. This is also the best place to find the entire shade range of a product if your local store is sold out.

7. Customer Reviews and Real User Experiences: What People Really Think

As professionals, we can analyze formulas and performance all day long. But the real test? What you, the users, are saying. We spend hours scrolling through reviews on Sephora, Reddit (hello, r/MakeupAddiction!), and TikTok to get the real scoop.

One of our estheticians, Chloe, has a great story about this. For years, she recommended high-end, luxury concealers to her clients. But she kept hearing the same thing over and over: “Have you tried the Maybelline Instant Age Rewind Concealer?” She finally bought one and was blown away. “It was creamy, it didn’t crease, and the coverage was fantastic,” she admits. “It just goes to show that price isn’t everything. The collective wisdom of thousands of real users is often the best guide.”

Here are some common themes we see in user reviews for top brands:

  • Rare Beauty’s Liquid Blush: Users rave that a tiny dot goes a long way, making the product last forever. The biggest challenge? Choosing just one shade!
  • Estée Lauder’s Double Wear Foundation: The holy grail for those with oily skin or anyone needing their makeup to last through a 12-hour day. The consensus is that the staying power is unmatched.
  • NARS’ Blush in ‘Orgasm’: It’s a classic for a reason. Reviewers consistently say it’s the perfect peachy-pink with a subtle golden shimmer that truly looks good on everyone.
  • e.l.f.’s Power Grip Primer: A viral sensation for its ability to lock makeup in place all day. Users constantly compare it to much more expensive primers, declaring it the winner.

The lesson? Always read the reviews, especially from users who have a similar skin type and tone to yours. They are an invaluable resource.

8. How to Choose the Best Products From the #1 Makeup Brand for Your Skin Type

Navigating the endless sea of products can be overwhelming. The key is to filter your choices through the lens of your unique skin type. Here are some of our team’s top Beauty Tips for finding your perfect match among the top brands.

For Oily & Acne-Prone Skin

Your goal is to control shine and use non-comedogenic formulas that won’t clog your pores.

For Dry Skin

Your mission is to hydrate and create a dewy, luminous glow.

  • ✅ Foundation: Seek out hydrating, radiant formulas. NARS’ Natural Radiant Longwear Foundation is a dream, and so is IT Cosmetics’ CC+ Cream with SPF 50.
  • ✅ Concealer: Creamy, hydrating concealers are a must to avoid creasing. Tarte’s Shape Tape Creamy Concealer is a fan favorite.
  • ✅ Setting Spray: Finish with a dewy setting spray to lock in moisture and add glow, like Urban Decay’s All Nighter Ultra Glow.

For Combination Skin

You need to balance—mattifying the T-zone while hydrating drier areas.

  • ✅ Foundation: A satin-finish foundation often works best. MAC’s Studio Fix Fluid SPF 15 is a classic that works for many. You can also use different primers on different parts of your face.
  • ✅ Powder: Use powder strategically, only on the oily areas like your forehead, nose, and chin.

For Sensitive Skin

Look for gentle, fragrance-free formulas with minimal ingredients.

9. Expert Tips and Tricks: Getting the Most Out of Your Favorite Makeup Brand

You’ve got the products, now let’s make them work like a pro. Here are a few secrets from the Makeup Brands™ team to elevate your makeup game.

  • Foundation Cocktailing: Don’t be afraid to mix foundations! Have a matte foundation that’s a bit too drying? Mix in a drop of a dewy one (or even a liquid luminizer like Rare Beauty’s Positive Light Liquid Luminizer) to get the perfect custom finish and staying power.
  • The ‘Red Lip’ Test: If you want to test the quality of a brand’s pigment and formula, try their classic red lipstick. A great red from a brand like MAC (hello, Ruby Woo!) or NARS will be opaque, comfortable, and long-lasting. It’s a true benchmark of quality.
  • Setting Spray is Non-Negotiable: We can’t stress this enough. A good setting spray does more than just make your makeup last. It melts all the powder and cream layers together, making your skin look less “made up” and more naturally flawless. Urban Decay’s All Nighter is the industry standard for a reason.
  • Use Less Than You Think: This is especially true for highly pigmented products from brands like Rare Beauty and NARS. Start with a tiny amount—one dot of blush, a small swipe of concealer—and build up. You can always add more, but it’s much harder to take away.

For more visual tips, the first YouTube video embedded in this article, titled “Top 10 Best Makeup Brands In The World”, offers a quick and helpful overview of some of the biggest names in the game.

The beauty world never stands still! So, what does the future hold? Based on what we’re seeing in the Cosmetics Industry and reading in the latest Beauty News, here are the trends that will define the next #1 brand.

  • The “Skinification” of Makeup: The line between skincare and makeup will continue to blur. Expect more foundations infused with hyaluronic acid and niacinamide, concealers with SPF, and lipsticks packed with nourishing oils. Brands like IT Cosmetics, Kosas, and Clinique are already leading this charge.
  • Sustainability and Refillability: Consumers, especially Gen Z, are demanding more eco-conscious options. Brands that prioritize sustainable packaging, clean ingredients, and offer refillable products (like Charlotte Tilbury and Hourglass) will have a major advantage.
  • Tech-Driven Personalization: Get ready for a truly custom experience. From AI-powered shade matching tools on brand websites to bespoke foundations mixed just for you, technology will make makeup more personalized than ever before.
  • “Quiet Beauty”: While bold looks will always have their place, we’re seeing a growing movement towards a more minimalist, “less is more” aesthetic. Think sheer skin tints, multi-use balms, and feathery brows. Glossier built its brand on this, and others are following suit.

The brand that can masterfully blend these elements—combining innovative, skin-loving formulas with a strong ethical compass and a deep connection to its community—is destined to become the next leader of the pack.

🎉 Exclusive Deals and Discount Codes for America’s Top Makeup Brand

Who doesn’t love a good deal? Getting your hands on top-tier makeup is even sweeter when you can save a little cash. Here’s our inside guide to becoming a savvy shopper.

How to Find the Best Discounts

  1. Sign Up for Newsletters: This is the #1 rule! Brands will always send their best offers—like welcome discounts, birthday gifts, and early access to sales—directly to their email subscribers.
  2. Join Loyalty Programs: Retailers like Sephora (Beauty Insider) and Ulta (Ultamate Rewards) have fantastic, free loyalty programs. You’ll earn points on every purchase that you can redeem for cash off future hauls.
  3. Follow Brands on Social Media: Brands often drop exclusive flash sale announcements and discount codes on their Instagram or TikTok channels first.
  4. Wait for Major Sales Events: Mark your calendar for big sale seasons like Black Friday/Cyber Monday and the Sephora VIB Sale (typically in April and November). This is when you’ll see the steepest discounts across the board.

Shop Top Brands Now

Ready to start building your dream makeup bag? Check out the amazing selections at these top retailers.

📊 Makeup Brand Market Share and Sales Statistics: Who’s Dominating?

Let’s talk numbers, because they don’t lie. While “popularity” can be subjective, sales figures and market share give us a concrete look at who’s leading the financial race in the US.

The Conglomerate Kings

The global beauty market is largely dominated by a few key players. These parent companies own a huge portfolio of the brands you know and love.

  • L’Oréal: The undisputed heavyweight champion. With a brand value of $13.4 billion, it’s the most valuable cosmetics brand in the world. Its portfolio includes Maybelline, NYX, L’Oréal Paris, Lancôme, Urban Decay, and IT Cosmetics.
  • Estée Lauder Companies: A luxury powerhouse with $15.2 billion in beauty sales. It owns iconic brands like MAC, Clinique, Bobbi Brown, Too Faced, and La Mer.
  • Procter & Gamble (P&G): A consumer goods giant with a significant beauty division, pulling in $15 billion in beauty sales.

The Influencer Index

While legacy companies lead in overall revenue, a different picture emerges when we look at social media influence and engagement—a key indicator of future growth.

Traackr’s “Brand Vitality” (VIT) score measures how much impact a brand has in the influencer space. The 2024 report reveals:

  1. Rare Beauty is the #1 makeup brand with a VIT score of 825K.
  2. Kylie Cosmetics comes in second with a 560K VIT score.
  3. Fenty Beauty is third with a 525K VIT score.

This shows a massive shift in the industry. While the old guard still holds the revenue crown, the brands driving the conversation and capturing the hearts (and wallets) of the next generation are the ones built on authenticity and digital savvy.

🛍️ How to Get the Best Value: Shopping Smart for the #1 Makeup Brand

Being a beauty enthusiast doesn’t have to mean emptying your bank account. Our team is passionate about finding the best value, whether it’s a drugstore gem or a luxury item that’s truly worth the splurge. Here are our top tips for shopping smart.

  • Buy Minis and Travel Sizes: This is the ultimate “try before you buy” strategy. Before committing to a full-size, expensive foundation or primer, grab the mini version. It’s also perfect for products you don’t use every day, like a bold lipstick or glitter eyeshadow. Brands like Benefit Cosmetics and Tarte offer a huge range of minis.
  • Invest in Palettes: If you love variety, eyeshadow or face palettes offer much better value than buying single shades. Urban Decay’s Naked palettes are a prime example, giving you a whole wardrobe of coordinated shadows for a fraction of the individual cost.
  • Don’t Sleep on Drugstore Makeup: We can’t say this enough. For many product categories—especially mascara, lip liners, and brow pencils—drugstore brands like Maybelline, e.l.f., and NYX perform just as well (and sometimes better!) than their high-end counterparts. Save your money for categories where a higher price often means better performance, like foundation and skincare-infused products.
  • Check Out Value Sets: Especially around the holidays, brands release curated sets of their bestsellers. These almost always offer a significant saving compared to buying each item individually. It’s the perfect way to stock up on your favorites or discover new ones from a brand you love.

💬 Frequently Asked Questions About the Number One Makeup Brand in the US

We get a lot of questions about this topic, so let’s tackle some of the most common ones right here.

What is the actual best-selling makeup brand in the USA?

Based on a combination of revenue, market share, and consumer recognition, Maybelline is consistently one of the top-selling makeup brands in the US. However, when looking at influencer marketing impact and growth among younger demographics, Rare Beauty is currently leading the makeup category.

Which luxury makeup brand is truly worth the money?

This is personal, but our experts often point to Charlotte Tilbury and Pat McGrath Labs. Charlotte Tilbury is renowned for creating universally flattering, easy-to-use luxury products that deliver a “red carpet glow.” Pat McGrath Labs, founded by the legendary makeup artist, is praised for its unparalleled pigment, innovative formulas, and luxurious textures.

What is the best-selling makeup product of all time in the US?

While it’s hard to track “of all time,” some of the most consistently iconic bestsellers include Maybelline Great Lash Mascara, NARS Blush in ‘Orgasm’, and Estée Lauder’s Advanced Night Repair serum. More recently, Tarte’s Shape Tape Concealer has become a modern classic, billing itself as “America’s #1 concealer brand.”

What’s the difference between a drugstore brand and a prestige brand?

The main differences are price, packaging, and formula complexity.

  • Drugstore brands (e.g., Maybelline, e.l.f.) are more affordable, widely accessible, and focus on delivering great results for everyday needs.
  • Prestige brands (e.g., Dior, Chanel, NARS) typically have higher price points, more luxurious packaging, and often invest more in cutting-edge ingredient research and complex, high-performance formulas.

Are cruelty-free brands as good as other brands?

✅ Absolutely! Many of the top-performing and most innovative brands on the market today are 100% cruelty-free. This includes powerhouses like Fenty Beauty, Rare Beauty, e.l.f. Cosmetics, Urban Decay, and Anastasia Beverly Hills. A commitment to being cruelty-free has no bearing on the quality or performance of the products.

If you want to dive even deeper, here are some of our favorite resources for staying on top of all things beauty.

  • Temptalia: An encyclopedic resource for in-depth, unbiased product reviews and swatches.
  • r/MakeupAddiction on Reddit: A vibrant community for sharing looks, asking for advice, and reading honest user reviews.
  • Cosmetify: A beauty comparison platform that also publishes an annual index ranking the hottest brands based on social media stats and search interest.
  • The Business of Fashion (Beauty Section): For those interested in the industry side of things, BoF offers incredible analysis of market trends and brand strategies.

This article was compiled using insights from our expert team as well as data and perspectives from the following high-authority sources:

  • The Knowledge Academy – “Top 20 Best Makeup Brands Across the Globe in 2024”
  • UKPACK China – “Best Makeup Brands”
  • Harper’s Bazaar – “The Best Makeup Brands to Try Now”
  • Traackr – “Top-Performing Beauty Brands in 2024”
  • YouGov – “The most popular skincare & cosmetics brands in America”
  • Happi Magazine – “Sephora Leads Top-Performing Beauty Brands in 2024”
  • Brandirectory – “Cosmetics 2024 Report”
  • Youth Lab – “2024’s Most Successful Cosmetic Brands”
  • Brand Vision – “Top 10 Celebrity Beauty Brands”
  • SpaSeekers – “Ranking the Top Beauty Brands and Products in the USA”
  • Gidea PAC – “Top 10 Makeup Brands in 2024”
  • Accio – “Best Selling Makeup Brands 2024”
  • Cosmetify – “The Hottest Beauty Brands of 2024”

🏁 Conclusion: Wrapping Up the Quest for the #1 Makeup Brand in the US

cosmetic products on textile

So, after our deep dive into the dazzling world of American makeup brands, what’s the final verdict? Is there a single number 1 makeup brand in the US? The honest answer is: it depends on what you value most.

If you want massive accessibility and trusted classics, Maybelline remains a powerhouse, delivering quality and affordability that millions rely on daily. For those craving luxury, artistry, and professional-grade performance, MAC Cosmetics and Estée Lauder continue to set the gold standard. If inclusivity, innovation, and cultural impact are your priorities, Fenty Beauty and Rare Beauty are rewriting the rules and winning hearts.

Each brand shines in its own way, and the “best” is really about what fits your skin, style, and values. Our expert team at Makeup Brands™ confidently recommends exploring these brands based on your needs, trying samples when possible, and reading real user reviews to find your perfect match.

Remember Chloe’s story? Sometimes, the best product might just be the one you never expected — like a drugstore gem that outperforms luxury counterparts. So keep an open mind, experiment, and most importantly, have fun with your makeup journey! 🎉

📚 Recommended Links for Makeup Brand Enthusiasts & Shopping

Ready to shop or learn more? Here are some curated links to get you started on your beauty adventure:

Shop Top Makeup Brands

Must-Read Books on Makeup and Beauty

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

💬 Frequently Asked Questions About the Number One Makeup Brand in the US


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








What are the top 5 makeup brands in the US?

The top 5 makeup brands by a combination of sales, consumer popularity, and cultural influence are:

  1. Maybelline – The drugstore darling with a huge product range and unbeatable accessibility.
  2. Fenty Beauty – The inclusivity pioneer with a broad shade range and innovative formulas.
  3. MAC Cosmetics – The professional’s go-to for bold colors and long-lasting performance.
  4. Rare Beauty – A mission-driven brand focused on mental health and natural beauty.
  5. Estée Lauder – The luxury powerhouse known for timeless elegance and high-quality products.

These brands excel in different ways, so your personal top 5 might vary depending on your preferences and skin needs.

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

Choosing the best makeup brand starts with understanding your skin type and concerns:

  • Oily skin: Look for oil-free, matte-finish foundations and primers. Brands like Estée Lauder (Double Wear) and Fenty Beauty (Pro Filt’r Matte) are excellent.
  • Dry skin: Opt for hydrating, dewy formulas from brands like NARS and IT Cosmetics.
  • Sensitive skin: Choose fragrance-free, dermatologist-tested brands like Clinique and Bare Minerals.
  • Combination skin: Use a mix of products tailored to different areas; MAC and Charlotte Tilbury offer versatile options.

Always test products when possible and read reviews from users with similar skin types.

Some of the most popular and iconic products include:

  • Maybelline Great Lash Mascara – A drugstore staple beloved for decades.
  • NARS Blush in ‘Orgasm’ – Known for its universally flattering peachy-pink shimmer.
  • Estée Lauder Double Wear Foundation – Famous for its long-lasting, full coverage.
  • Tarte Shape Tape Concealer – A cult favorite for high coverage and blendability.
  • Fenty Beauty Pro Filt’r Foundation – Celebrated for its inclusive shade range and finish.

What are the key differences between high-end and affordable makeup brands?

  • Price: High-end brands typically cost more due to luxurious packaging, research, and marketing. Affordable brands focus on accessibility.
  • Formula complexity: Prestige brands often invest in advanced ingredients and innovative textures. Drugstore brands may prioritize simplicity and mass appeal.
  • Packaging: Luxury brands use premium materials and design; drugstore brands opt for functional, cost-effective packaging.
  • Availability: Affordable brands are widely available in drugstores and supermarkets; high-end brands are usually found in specialty stores like Sephora or department stores.
  • Performance: While many drugstore products perform excellently, some high-end products offer superior longevity, pigmentation, or skincare benefits.

How important is inclusivity when choosing a makeup brand?

Inclusivity is crucial in today’s beauty landscape. Brands that offer extensive shade ranges and represent diverse skin tones and identities create a welcoming environment for all consumers. This not only improves your chances of finding a perfect match but also supports a more equitable industry. Brands like Fenty Beauty and Rare Beauty have set new standards that many others are now following.

For those who want to verify facts or dive deeper, here are our trusted sources:

Explore these to stay ahead in the ever-evolving world of makeup!

And there you have it — your ultimate guide to the number 1 makeup brand in the US. Whether you’re a beauty newbie or a seasoned pro, the best brand is the one that makes you feel confident, radiant, and ready to conquer the day. 💄✨

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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