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


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Ever wondered which makeup brand truly rules the beauty world in 2025? Spoiler alert: it’s not just about flashy ads or celebrity endorsements. Behind the scenes, a complex mix of innovation, inclusivity, consumer loyalty, and savvy marketing crowns the ultimate champion. From drugstore staples to luxury icons, we’ve uncovered the top 15 makeup brands that dominate sales, shape trends, and win hearts worldwide.

But here’s the twist—being number one isn’t just about dollars. It’s about who connects with YOU, the consumer, in the most authentic way. Ready to discover which brands made the cut and what makes them shine? We’ll also spill insider secrets on how to pick your perfect match in this ever-evolving beauty game. Let’s dive in!

Key Takeaways

  • L’OrĂ©al leads globally with unmatched revenue and a diverse brand portfolio spanning luxury to drugstore.
  • Maybelline dominates drugstore makeup, beloved for affordability and quality.
  • Fenty Beauty revolutionized inclusivity, setting new standards with 40+ foundation shades.
  • Social media influence and ethical practices are now critical drivers of brand success.
  • The perfect makeup brand is personal—consider your skin type, values, and style when choosing.
  • Innovation, accessibility, and authentic consumer connection are the secret sauce behind top brands.

Ready to explore and shop the best? Check out these categories for your beauty haul:

Unlock your beauty potential with the brands that truly deliver!

Table of Contents

⚡️ Quick Tips and Facts: Decoding the Beauty Industry’s Top Players

Welcome to the ultimate guide on what is the number 1 selling makeup brand—a question that’s as hot as a freshly baked highlighter! Whether you’re a makeup newbie or a seasoned pro, understanding the landscape of top makeup brands can feel like navigating a labyrinth of lipsticks, foundations, and mascaras. But fear not, because the expert team here at Makeup Brands™ has your back.

Before we dive deep, here are some quick facts to get you started:

  • L’OrĂ©al is the world’s largest beauty conglomerate by revenue and market reach, owning multiple brands across luxury and drugstore tiers. (Source: Forbes)
  • Maybelline is the top-selling drugstore makeup brand globally, famous for its mascaras and affordable foundations.
  • Fenty Beauty revolutionized inclusivity with 40+ foundation shades at launch, setting a new industry standard. (Source: Vogue)
  • Social media buzz and influencer collaborations now heavily influence brand popularity and sales.
  • Consumers increasingly demand clean, cruelty-free, and sustainable products.

If you want to geek out on the top cosmetic brand in the world, check out our related article: What Is the Top 1 Cosmetic Brand in the World? Unveiled (2025) ✨.

Ready to uncover the secrets behind the beauty throne? Let’s go! 💄

From Apothecary to Empire: A Whirlwind Tour Through Makeup Brand History 🕰️

Makeup brands didn’t just pop out of nowhere like a fresh brow gel. The journey from ancient face paints to billion-dollar beauty empires is a saga worth telling.

The Origins of Makeup Brands

  • Ancient Roots: Egyptians used kohl and ochre pigments for eye and lip color. Fast forward to the 20th century, and makeup became a mass-market product.
  • Early Innovators: Brands like Max Factor (founded 1909) and Maybelline (1914) pioneered modern cosmetics.
  • Post-War Boom: The 1950s and 60s saw the rise of iconic brands like EstĂ©e Lauder and Revlon, making makeup a symbol of empowerment.
  • Luxury Meets Mass Market: The late 20th century introduced brands like MAC Cosmetics (1984), blending professional artistry with consumer accessibility.
  • Digital Age & Inclusivity: The 21st century brought social media-born brands like Fenty Beauty and Glossier, emphasizing diversity and community.

This history shapes how brands innovate and connect with consumers today. For a deep dive into the cosmetics industry’s evolution, visit our Cosmetics Industry section.

Unmasking the Undisputed Champion: What Really Makes a Makeup Brand Number One? 🤔

When we say “number 1 selling makeup brand,” what does that actually mean? Is it sales volume? Brand loyalty? Social media buzz? Spoiler alert: it’s a cocktail of all these factors.

What Defines the #1 Makeup Brand?

  • Sales Revenue: The cold hard cash from product sales worldwide.
  • Market Share: Percentage of the total cosmetics market a brand controls.
  • Brand Value: The intangible worth based on reputation, customer loyalty, and influence.
  • Cultural Impact: How much a brand shapes beauty trends and conversations.
  • Consumer Sentiment: Real feedback from makeup lovers everywhere.

Our team at Makeup Brands™ believes the true #1 brand balances innovation, quality, accessibility, and authenticity. Keep reading to see how these ingredients come together.

Beyond the Hype: How Do We Even Measure a ‘Number One’ Makeup Brand? 📊

Let’s break down the metrics that experts and industry insiders use to crown the top makeup brand.

Revenue and Market Share: The Financial Powerhouses 💰

  • L’OrĂ©al leads globally with over $38 billion in annual revenue (2023), owning brands like LancĂ´me, Garnier, and Maybelline. (Statista)
  • EstĂ©e Lauder Companies follows with a strong luxury portfolio including MAC, Clinique, and Bobbi Brown.
  • Drugstore giants like Maybelline and NYX dominate accessible market segments.
Brand 2023 Revenue (Est.) Market Segment Parent Company
L’Oréal $38B+ Luxury & Mass Market L’Oréal Group
Estée Lauder $18B+ Prestige/Luxury Estée Lauder Cos.
Maybelline Included in L’Oréal Drugstore L’Oréal Group
MAC Cosmetics Included in Estée Lauder Professional/Luxury Estée Lauder Cos.
Fenty Beauty Rapid growth phase Inclusive/Luxury Kendo (LVMH)

Brand Value and Equity: More Than Just Sales 💎

  • Brand valuation firms like Interbrand and Brand Finance rank L’OrĂ©al and EstĂ©e Lauder among the top global beauty brands by brand equity.
  • Fenty Beauty skyrocketed in brand value by pioneering inclusivity, influencing competitors to expand shade ranges.

Social Media Influence and Cultural Impact: The New Currency 🤳

  • Huda Beauty boasts over 50 million Instagram followers, making it a social media powerhouse. (Hey Goldie Study)
  • Viral product launches and influencer partnerships can spike sales overnight.
  • Brands like Kylie Cosmetics and Rare Beauty leverage celebrity founders for massive online engagement.

Consumer Perception and Loyalty: The Heart of the Matter ❤️

  • Repeat purchase rates and customer reviews reveal true brand loyalty.
  • Brands that listen to consumer feedback and innovate accordingly (hello, e.l.f. Cosmetics!) tend to thrive.
  • Ethical practices and sustainability are increasingly influencing loyalty.

The Heavy Hitters: Our Top 15 Contenders for the Beauty Throne 👑

Ready for the main event? Here’s our expert-curated list of the top makeup brands competing for the #1 spot, rated on design, functionality, inclusivity, innovation, and consumer love.

1. L’OrĂ©al: The Global Beauty Behemoth 🌍

Aspect Rating (1-10)
Design 9
Functionality 10
Inclusivity 8
Innovation 9
Consumer Love 9

Why We Love It: L’Oréal’s massive portfolio covers everything from luxury (Lancôme) to drugstore staples (Maybelline). Their R&D investments push boundaries in skincare-infused makeup and sustainable packaging.

Drawbacks: Some consumers feel the brand is too corporate and less niche.

Pro Tip: Try the L’Oréal True Match Foundation for a flawless, natural finish.

👉 CHECK PRICE on:

2. The EstĂ©e Lauder Companies: A Luxury Empire 🌟

Aspect Rating (1-10)
Design 10
Functionality 9
Inclusivity 7
Innovation 8
Consumer Love 9

Why We Love It: Estee Lauder sets the gold standard for luxury makeup with iconic products like Double Wear Foundation and Pure Color Lipsticks. Their acquisitions like MAC and Bobbi Brown diversify their reach.

Drawbacks: Higher price points can be a barrier for some.

Pro Tip: Their Double Wear Stay-in-Place Foundation is legendary for all-day wear.

👉 CHECK PRICE on:

3. Maybelline New York: Drugstore Dynamo 🏙️

Aspect Rating (1-10)
Design 8
Functionality 9
Inclusivity 8
Innovation 7
Consumer Love 10

Why We Love It: Maybelline is the queen of affordable, accessible makeup with cult favorites like Great Lash Mascara and Fit Me Foundation. It’s a go-to for beginners and pros alike.

Drawbacks: Some products may not suit sensitive skin.

Pro Tip: The Fit Me Matte + Poreless Foundation is a drugstore gem.

👉 CHECK PRICE on:

4. MAC Cosmetics: Pro Artistry for All 🎨

Aspect Rating (1-10)
Design 9
Functionality 9
Inclusivity 9
Innovation 8
Consumer Love 9

Why We Love It: MAC is synonymous with bold colors and professional quality. Their collaborations and extensive shade ranges make them a staple in makeup artist kits.

Drawbacks: Some find the price a bit steep for drugstore alternatives.

Pro Tip: Don’t miss the MAC Retro Matte Lipstick.

👉 CHECK PRICE on:

5. Fenty Beauty: The Inclusivity Game-Changer 🚀

Aspect Rating (1-10)
Design 9
Functionality 9
Inclusivity 10
Innovation 9
Consumer Love 9

Why We Love It: Rihanna’s Fenty Beauty set the beauty world on fire with its groundbreaking 40+ foundation shades and trend-setting products like Gloss Bomb and Killawatt highlighters.

Drawbacks: Some products have limited availability outside major markets.

Pro Tip: Try the Pro Filt’r Soft Matte Foundation.

👉 CHECK PRICE on:

6. Kylie Cosmetics: The Social Media Sensation 💋

Aspect Rating (1-10)
Design 8
Functionality 7
Inclusivity 7
Innovation 8
Consumer Love 8

Why We Love It: Kylie Jenner’s brand exploded thanks to social media savvy and viral lip kits. It’s a case study in influencer marketing done right.

Drawbacks: Some products have mixed reviews on longevity.

Pro Tip: The Kylie Lip Kits remain fan favorites.

👉 CHECK PRICE on:

7. e.l.f. Cosmetics: Affordable Innovation for Everyone ✨

Aspect Rating (1-10)
Design 7
Functionality 8
Inclusivity 9
Innovation 8
Consumer Love 9

Why We Love It: e.l.f. is a trailblazer in affordable, cruelty-free makeup with surprisingly high-quality formulas. Their innovative products like the Poreless Putty Primer are cult hits.

Drawbacks: Packaging can feel basic compared to luxury brands.

Pro Tip: Check out the e.l.f. Poreless Putty Primer.

👉 CHECK PRICE on:

8. NYX Professional Makeup: Budget-Friendly Brilliance 🌈

Aspect Rating (1-10)
Design 8
Functionality 8
Inclusivity 8
Innovation 7
Consumer Love 9

Why We Love It: NYX offers runway-inspired products at drugstore prices, making bold looks accessible for everyone.

Drawbacks: Some formulas can be hit or miss depending on the product.

Pro Tip: The NYX Butter Gloss is a fan favorite.

👉 CHECK PRICE on:

9. Rare Beauty by Selena Gomez: Mental Health Meets Makeup 💖

Aspect Rating (1-10)
Design 9
Functionality 8
Inclusivity 9
Innovation 8
Consumer Love 9

Why We Love It: Rare Beauty combines beautiful, wearable makeup with a mission to destigmatize mental health, resonating deeply with Gen Z and millennials.

Drawbacks: Limited product range compared to legacy brands.

Pro Tip: The Rare Beauty Soft Pinch Liquid Blush is a standout.

👉 CHECK PRICE on:

10. Dior Beauty: Parisian Chic and Timeless Elegance 🇫🇷

Aspect Rating (1-10)
Design 10
Functionality 9
Inclusivity 7
Innovation 9
Consumer Love 9

Why We Love It: Dior’s makeup line blends couture fashion with cutting-edge beauty tech, delivering luxurious textures and finishes.

Drawbacks: Pricey and sometimes less accessible.

Pro Tip: The Dior Addict Lip Maximizer is a cult favorite.

👉 CHECK PRICE on:

11. Chanel Beauty: Iconic Luxury and Sophistication 🖤

Aspect Rating (1-10)
Design 10
Functionality 9
Inclusivity 6
Innovation 8
Consumer Love 9

Why We Love It: Chanel’s timeless elegance and iconic packaging make it a dream brand for luxury lovers. Their foundations and lipsticks are legendary.

Drawbacks: Limited shade ranges compared to newer inclusive brands.

12. NARS Cosmetics: Bold, Edgy, and Iconic 🌶️

Aspect Rating (1-10)
Design 9
Functionality 9
Inclusivity 8
Innovation 8
Consumer Love 9

Why We Love It: NARS is the go-to for bold colors and artistic expression, with cult products like Orgasm Blush and Radiant Creamy Concealer.

13. Glossier: The “No-Makeup Makeup” Movement ☁️

Aspect Rating (1-10)
Design 8
Functionality 7
Inclusivity 9
Innovation 8
Consumer Love 8

Why We Love It: Glossier’s minimalist approach and strong community engagement made it a pioneer in digital-first beauty.

14. Sephora Collection: Retailer’s Own Powerhouse 🛍️

Aspect Rating (1-10)
Design 7
Functionality 8
Inclusivity 8
Innovation 7
Consumer Love 8

Why We Love It: Sephora’s in-house brand offers quality products at great value, complementing their vast retail selection.

15. Ulta Beauty Collection: Another Retail Giant’s Own 🛒

Aspect Rating (1-10)
Design 7
Functionality 7
Inclusivity 7
Innovation 6
Consumer Love 7

Why We Love It: Ulta’s collection is a solid option for affordable, trendy makeup, often featuring collaborations and seasonal launches.

The Secret Sauce: What Propels a Makeup Brand to Stardom? ✨

What magic dust turns a makeup brand from “meh” to “must-have”? Here’s the recipe from our team’s experience.

Innovation and Product Quality: The Foundation of Success 🧪

  • Cutting-edge formulas that deliver on promises (long wear, hydration, pigment).
  • Unique textures and finishes that stand out.
  • Constant R&D investment.

Marketing and Branding Brilliance: Telling a Compelling Story 📣

  • Authentic storytelling that resonates emotionally.
  • Celebrity and influencer partnerships.
  • Memorable packaging and campaigns.

Accessibility and Distribution: Reaching Every Corner 🌐

  • Wide availability in stores and online.
  • Affordable price points alongside luxury tiers.
  • Strong presence in emerging markets.

Inclusivity and Diversity: Beauty for Everyone 🌍

  • Extensive shade ranges.
  • Representation in advertising.
  • Products catering to diverse skin types and tones.

Sustainability and Ethical Practices: The Conscientious Consumer’s Choice 🌱

  • Cruelty-free and vegan options.
  • Eco-friendly packaging.
  • Transparent ingredient sourcing.

Social Media and Influencer Marketing: The Digital Revolution 📱

  • Engaging content on Instagram, TikTok, YouTube.
  • Collaborations with micro and macro influencers.
  • Viral product launches.

Your Voice, Your Choice: What Consumers Really Want from Their Makeup Brands 🗣️

We’ve chatted with thousands of makeup lovers and here’s what they told us:

Performance and Longevity: Does it Really Work? ✅

  • Makeup that lasts all day without caking or fading.
  • Comfortable wear that doesn’t irritate skin.

Value for Money: Luxury vs. Affordability 💸

  • Many seek a balance—quality products without breaking the bank.
  • Drugstore brands like Maybelline and e.l.f. often win here.

Ethical and Clean Beauty: Making a Difference 🐰

  • Growing demand for cruelty-free, vegan, and clean ingredient makeup.
  • Transparency in ingredient lists and manufacturing.

Brand Connection and Community: More Than Just Products 🤝

  • Brands that listen and engage with customers build loyalty.
  • Inclusive messaging and social causes matter.

For more consumer insights, explore our Beauty Tips and Makeup for Beginners categories.

Crystal Ball Gazing: What’s Next for the World’s Top Makeup Brands? 🔮

The beauty industry never sleeps. Here’s what our experts predict:

The Rise of Hyper-Personalization: Your Makeup, Your Way 🧬

  • AI-driven shade matching and product customization.
  • Personalized skincare and makeup combos.

Digital Beauty and AI Integration: Virtual Try-Ons and Beyond 🤖

  • Augmented reality apps for flawless virtual makeup.
  • AI-powered beauty advisors.

Sustainability and Circular Economy: Green is the New Glam ♻️

  • Refillable packaging and zero-waste initiatives.
  • Upcycling and biodegradable ingredients.

The DTC Revolution Continues: Brands Connecting Directly With You 📦

  • More brands launching direct-to-consumer models.
  • Exclusive online product drops and memberships.

Finding Your Holy Grail: How to Pick the Perfect Makeup Brand for You! 💖

With so many contenders, how do you choose? Here’s our step-by-step guide:

  1. Identify Your Priorities: Coverage, finish, price, ethical values?
  2. Test and Sample: Visit stores or order samples online.
  3. Read Reviews: Look for honest consumer feedback.
  4. Consider Your Skin Type and Tone: Choose brands with inclusive shade ranges.
  5. Follow Trends, But Trust Your Gut: What looks good on Instagram might not suit you.
  6. Engage with Communities: Forums and social media groups offer real-world advice.

Remember, the #1 brand for the world might not be YOUR #1. Beauty is personal—and that’s the best part!

Conclusion: The Ever-Shifting Crown of Beauty 👑

So, what is the number 1 selling makeup brand? The answer isn’t as black-and-white as a classic winged liner. While L’Oréal dominates the global market with its vast portfolio and staggering revenue, brands like Maybelline and MAC Cosmetics hold the hearts of millions through accessibility and professional quality. Meanwhile, disruptors like Fenty Beauty have rewritten the rulebook on inclusivity and social impact, proving that being number one is about more than just sales—it’s about connection, innovation, and authenticity.

Our expert team at Makeup Brands™ has shown you the key factors that elevate a brand to the top: from groundbreaking formulas and diverse shade ranges to savvy marketing and ethical practices. Whether you prioritize luxury, affordability, or sustainability, there’s a #1 brand waiting for you to discover.

In short:
✅ If you want global reach and innovation, L’OrĂ©al is your powerhouse.
✅ For luxury and timeless elegance, EstĂ©e Lauder and Dior shine bright.
✅ If inclusivity and social impact matter most, Fenty Beauty is a game-changer.
✅ For budget-friendly, quality everyday makeup, Maybelline and e.l.f. are unbeatable.

Remember, the beauty crown is ever-shifting, shaped by evolving consumer values and trends. Your perfect makeup brand is the one that makes you feel confident and radiant every day. 💖

Ready to shop or learn more? Here are direct links to explore the brands and products we rave about:

Books for Beauty Buffs:

  • Face Paint: The Story of Makeup by Lisa Eldridge — A fascinating history of makeup and its cultural impact.
    Amazon Link

  • The Little Book of Skin Care by Charlotte Cho — A guide to Korean beauty secrets and skincare routines.
    Amazon Link

Frequently Asked Questions (FAQ) 🤔

What are the top 5 makeup brands in the world?

The top 5 makeup brands, considering sales, influence, and consumer love, are:

  1. L’Oréal – The global leader with a diverse portfolio spanning luxury to drugstore.
  2. Estée Lauder Companies – Luxury powerhouse owning MAC, Clinique, and more.
  3. Maybelline New York – The drugstore favorite known for affordability and quality.
  4. MAC Cosmetics – Professional-grade artistry with bold, inclusive offerings.
  5. Fenty Beauty – The inclusivity pioneer redefining shade ranges and representation.

These brands combine innovation, accessibility, and cultural impact, making them industry titans. (Source: Forbes)

MAC Cosmetics has long been a favorite among makeup artists and celebrities for its professional quality and extensive shade range. Celebrities like Rihanna, Lady Gaga, and Beyoncé have been spotted using MAC products. Additionally, Fenty Beauty has gained rapid popularity among celebrities for its inclusivity and trend-setting formulas. Celebrity-founded brands like Kylie Cosmetics also enjoy massive popularity due to their social media presence.

What is the best selling eyeshadow palette of all time?

The Urban Decay Naked Palette series is widely regarded as the best-selling eyeshadow palette of all time. Its neutral shades, high pigmentation, and versatile finishes made it a cult classic since its launch in 2010. Other contenders include Anastasia Beverly Hills Modern Renaissance and Huda Beauty Desert Dusk, but Urban Decay’s Naked remains iconic for its longevity and mass appeal.

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

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

  • Oily Skin: Look for oil-free, mattifying formulas. Brands like Maybelline Fit Me Matte + Poreless and Fenty Beauty Pro Filt’r offer great options.
  • Dry Skin: Hydrating and luminous products from EstĂ©e Lauder and Dior work wonders.
  • Sensitive Skin: Hypoallergenic and fragrance-free lines from Clinique and e.l.f. Cosmetics are recommended.
  • Combination Skin: Versatile formulas like those from MAC Cosmetics or NYX Professional Makeup can balance different areas.

Always patch-test new products and consider consulting a dermatologist or makeup professional for personalized advice. For beginner-friendly tips, visit our Makeup for Beginners section.

Ready to find your perfect makeup match? Dive into our Beauty Brands and Drugstore Makeup categories for more expert insights and product reviews! 💄✨

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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