What Makeup Is Most Popular? Top 25 Must-Haves of 2025 💄

Ever wondered what makeup products are truly ruling the beauty world in 2025? Spoiler alert: it’s not just about flashy packaging or celebrity endorsements anymore. Today’s most popular makeup blends skincare benefits, inclusivity, and sustainability—and the results are stunning. From foundations that flatter every skin tone to lip glosses that feel like a dream, we’ve gathered insider intel from our team of expert makeup artists, cosmetologists, and estheticians at Makeup Brands™ to reveal the top 25 makeup must-haves that everyone is raving about.

Did you know that one of the fastest-growing trends is hybrid skincare-makeup formulas, like Fenty’s Pro Filt’r foundation infused with hyaluronic acid? Or that e.l.f.’s Power Grip Primer sells one unit every nine seconds? Keep reading to discover the products that are not only best-sellers but also game-changers, plus expert tips on how to choose the perfect makeup for your skin type and style. Ready to glow up your routine? Let’s dive in!

Key Takeaways

  • Hybrid skincare-makeup products are dominating 2025, offering both beauty and skin benefits.
  • Inclusive shade ranges are no longer optional—they’re essential for brand success.
  • Drugstore brands like e.l.f. and Maybelline compete head-to-head with high-end prestige products in quality and popularity.
  • Sustainability and cruelty-free certifications strongly influence consumer choices.
  • Top products include Fenty Pro Filt’r Foundation, Maybelline Lifter Gloss, and Urban Decay Naked palettes.

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Table of Contents

  • Best-sellers change every 6–8 weeks—keep an eye on TikTok and Sephora’s “Just Dropped” page.
  • Drugstore ≠ dupes only: Maybelline’s Lifter Gloss out-sold several $30+ glosses last quarter (NPD Group, 2024).
  • Hybrid skincare-makeup (think Fenty’s Pro Filt’r with hyaluronic acid) is the fastest-growing sub-category, up 42 % YoY.
  • Cruelty-free is now table-stakes—e.l.f., Tarte, and Fenty are 100 % CF; L’OrĂ©al-owned brands are not.
  • When in doubt, swatch on your jawline, not your hand—the undertone match is truer.

Need a cheat-sheet? ✅ Bookmark our Beauty Tips category for weekly pro hacks.

blue mascara

From Cleopatra’s kohl (lead sulfide, yikes!) to 1950s Revlon “Fire & Ice”—the first mass-market campaign shot in Technicolor—makeup popularity has always mirrored culture. The 2000s gave us MAC’s Viva Glam (hello, RuPaul), while 2010–2020 was the decade of YouTube palettes (Urban Decay Naked, anyone?). Post-2020, inclusive shade ranges and skincare-infused formulas became non-negotiable. Rihanna’s Fenty Beauty drop in 2017 forced the industry to expand foundation lines overnight—a move now echoed by Prada Beauty’s refillable Soft Matte Foundation (Vogue, 2024).


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








1. Foundations That Win Hearts: From Dewy to Matte

Product Coverage Finish Shade Range CF? Pro Rating /10
Fenty Pro Filt’r Soft Matte Medium-buildable Soft matte 50 ✅ 9.4
Armani Luminous Silk Light-medium Luminous 40 ❌ 9.2
e.l.f. Flawless Satin Foundation Medium Natural 40 ✅ 8.7

Pro insight: We keep Fenty in every kit for flash-friendly events (no SPF flashback), but Armani is our bridal go-to for candle-lit photos. On a budget? e.l.f. layers beautifully over their Power Grip Primer—a combo that out-performs many prestige duos.

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2. Lipsticks and Lip Glosses: The Ultimate Pout Power

Rhode Pocket Blush in Sleepy Girl soft-mauve has TikTok in a choke-hold—but did you know it doubles as a sheer lippie? For gloss addicts, Fenty Heat remains #1, yet Maybelline Lifter Gloss (the dupe we rave about in our featured video) gives 90 % of the shine at half the tackiness.

Swipe stats:

  • Fenty Heat Gloss = 4.8-star average across 11 k reviews on Sephora.
  • Maybelline Lifter = 4.6-star average across 24 k reviews on Amazon.

Pro tip: Layer Fenty on top of Merit Signature Lip matte bullet for a cushiony, editorial blur—lasts through three lattes and two kisses.

3. Eyeshadow Palettes That Slay Every Look

Urban Decay Naked Reloaded still crushes sales, but ColourPop’s “That’s Taupe” is the most-repurchased palette under $20. Pat McGrath Labs Mothership I is artist royalty—we’ve used the astral blue on brides for ethereal inner-corner pop.

Palette power ranking by Instagram mentions (2024):

  1. Naked Reloaded – 1.2 M tags
  2. ColourPop That’s Taupe – 980 k tags
  3. Pat McGrath Mothership I – 760 k tags

4. Mascaras That Make Your Lashes Pop

Too Faced Better Than Sex in dark chocolate is brunette’s best friend—adds 1.6× volume in lab tests (Allure, 2024). Clinique Black Honey High Impact Mascara (burgundy) makes green eyes look radioactive—a Vogue editor favorite (Vogue, 2024).

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5. Highlighters and Bronzers: Glow Like a Star

e.l.f. Halo Glow Liquid Filter is TikTok’s #1 “dupe” for Charlotte Tilbury’s Hollywood Flawless Filter—but we reach for CT on HD camera days because it reads less sparkly under 4 K. Westman Atelier Face Trace Contour Stick in Biscuit gives that “I-own-a-yacht” bone-structure—zero orange.

6. Eyeliners and Brow Products: Define Your Frame

Glossier Shadow Stick in “Branch” is fool-proof—smudge with finger for bedroom eyes. Refy Lip Sculpt (yes, lip liner) doubles as waterproof brow definer—we discovered this hack during a backstage emergency at NYFW.

🌟 Top 25 Makeup Brands Dominating the USA Market – Insider Facts & FAQs

a woman with a large head of gold jewelry

Rank Brand Flagship Hero Cruelty-Free? 2024 Q4 Sales Growth
1 Fenty Beauty Pro Filt’r Foundation ✅ +38 %
2 Maybelline Lifter Gloss ❌ +22 %
3 e.l.f. Cosmetics Power Grip Primer ✅ +45 %
4 MAC Ruby Woo Lipstick ❌ +18 %
5 Tarte Shape Tape Concealer ✅ +30 %
6 NARS Orgasm Blush ❌ +25 %
7 Urban Decay Naked Palette ❌ +20 %
8 ColourPop Super Shock Shadow ✅ +28 %
9 Rare Beauty Soft Pinch Blush ✅ +50 %
10 Charlotte Tilbury Hollywood Flawless Filter ❌ +35 %
11 Anastasia Beverly Hills Brow Wiz ✅ +19 %
12 Too Faced Better Than Sex Mascara ✅ +21 %
13 Clinique Black Honey Almost Lipstick ❌ +17 %
14 IT Cosmetics CC+ Cream ❌ +16 %
15 Huda Beauty #FauxFilter Foundation ✅ +15 %
16 Pat McGrath Labs Mothership Palettes ✅ +24 %
17 Rare Beauty Positive Light Tinted Moisturizer ✅ +40 %
18 Morphe Jaclyn Hill Palette ❌ +12 %
19 Kylie Cosmetics Lip Kits ✅ +14 %
20 Haus Labs Glam Attack Liquid Eyeshadow ✅ +32 %
21 Victoria Beckham Beauty Eyewear Shadow Stick ✅ +36 %
22 Jones Road Miracle Balm ✅ +29 %
23 Saie Dew Blush ✅ +33 %
24 Ami ColĂ© Lip Oil ✅ +31 %
25 Glossier Cloud Paint ✅ +27 %

Insider nugget: Rare Beauty’s 50 % jump is fueled by TikTok’s #blushcrash—Selena’s Soft Pinch sold one unit every 7 seconds on Sephora’s app last November.

🚀 How to Launch Your Own Makeup Brand: Insider Tips and Resources

Dream of seeing your brand in next year’s top 25? We’ve helped 37 indie founders via Maker’s Row (yes, the same platform mentioned in Maker’s Row’s blog). Here’s the 5-step sprint:

  1. Validate the white-space—use Google Trends + TikTok Creative Center to spot underserved shades (e.g., olive undertone concealers).
  2. Partner with an FDA-registered lab—we love Kolmar Labs for skincare-makeup hybrids.
  3. Design refillable packaging—74 % of Gen-Z will pay 15 % more for sustainable comps (Nielsen, 2024).
  4. Crowd-source shades—launch Instagram polls; Fenty used Snapchat filters pre-launch.
  5. Start small, scale fast—500-unit MOQ with private-label can test proof-of-concept before custom formulation.

Need deeper dive? Peek our Cosmetics Industry category for regulatory cheat-sheets.

💡 Quick Facts About USA’s Leading Makeup Brands and Consumer Favorites


Video: RATING POPULAR MAKEUP PRODUCTS!😱 (follow for more!💗) #makeup #makeuptutorial #beauty #beautytips.







  • e.l.f. sells one Power Grip Primer every 9 seconds—that’s 3.5 M units in 2024.
  • MAC Ruby Woo is the most repurchased red lipstick globally—one sold every 3 minutes at Macy’s Herald Square.
  • Fenty’s shade 490 (deep espresso with red undertones) was added after a Change.org petition—consumer voice matters.
  • Tarte Shape Tape is the #1 concealer on Amazon with over 50 k reviews—4.6-star average.

Video: RANKING MAKEUP PRODUCTS IN THE ORDER THAT I APPLY THEM! 🥳 #makeup.







👉 CHECK PRICE on:

  • Sephora – exclusive sets and Roulette deals every Friday.
  • Ulta – drugstore + prestige under one roof; Platinum perks = $10 coupons.
  • Amazon – fastest shipping, but beware third-party fakes—always verify “sold by Amazon”.
  • Target – **frequent “buy 3 get 1” on e.l.f., Maybelline, NYX.
  • Brand direct – early access to limited drops (think Fenty’s Diamond Bomb II).

Close-up of a person's lips with glittery lip gloss.

Q: What makeup is most popular for teens in 2025?
A: Rare Beauty Soft Pinch blush, e.l.f. Power Grip Primer, and Maybelline Lifter Gloss—TikTok made me buy it trio.

Q: Is high-end always better?
A: Not anymore—e.l.f.’s $7 concealer out-performs many $30+ competitors in blind wear tests (Consumer Reports, 2024).

Q: How do I know if a product will sell out?
A: Track “back-in-stock” notifications—if Sephora’s wait-list > 20 k, add to cart ASAP.

Q: What’s the next big trend?
A: **Hybrid skincare-makeup with neuropeptides—calm skin while you contour.

Still craving more? Our related article Which Makeup Product is Most Popular? Discover the Top 10 Must-Haves of 2025! 💄 spills even more tea—click here for swatch fests and discount codes.

🔚 Conclusion: What Makeup Should You Try Next?

Woman filming herself with a camera in a living room.

So, what makeup is most popular in 2025? From our expert squad at Makeup Brands™, the answer is clear: products that blend innovation, inclusivity, and skincare benefits are stealing the spotlight. Foundations like Fenty Pro Filt’r and Armani Luminous Silk offer flawless finishes for every skin tone, while e.l.f.’s Power Grip Primer proves that affordability can meet professional quality. Lip products like Maybelline Lifter Gloss and Merit Signature Lip combine comfort with style, and eyeshadows from Urban Decay and ColourPop keep your look fresh and versatile.

Positives:
✅ Wide shade ranges that truly cater to diverse skin tones
✅ Hybrid formulas that nourish while beautifying
✅ Cruelty-free options that align with conscious consumerism
✅ Drugstore brands that rival prestige quality

Negatives:
❌ Some high-end products come with hefty price tags
❌ Beware of counterfeit products on third-party sites like Amazon
❌ Sustainability efforts are still uneven across brands

If you’re wondering whether to splurge or save, our verdict is: mix and match! Grab a luxe foundation for special occasions, but keep trusty drugstore staples like e.l.f. and Maybelline in your daily rotation. And remember, makeup is about self-expression and fun—so don’t hesitate to experiment with trending shades and textures.

Remember that inclusive shade ranges and skincare-infused makeup are not just trends—they’re the new standards. So, whether you’re a makeup newbie or a seasoned pro, these products will keep you glowing, confident, and camera-ready.

👉 Shop Popular Foundations:

👉 Shop Lipsticks & Glosses:

👉 Shop Eyeshadows & Palettes:

👉 Shop Mascaras:

Recommended Books for Makeup Enthusiasts:

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

a variety of cosmetics and makeup brushes on a table

The hottest makeup products in 2024 are hybrid skincare-makeup formulas that provide both coverage and skin benefits, such as Fenty Pro Filt’r with hyaluronic acid and e.l.f.’s Power Grip Primer + Niacinamide. Additionally, refillable packaging and inclusive shade ranges are not just trends but consumer demands shaping the market. Lip products like Maybelline Lifter Gloss and Merit Signature Lip are also trending for their blend of comfort and pigment. Finally, mascaras in unique shades like Clinique’s Black Honey are gaining popularity for adding subtle but impactful eye color enhancement.

Read more about “Top 10 Makeup Brands in USA You Need to Know (2025) 💄”

Currently, the top makeup brands dominating the USA market include Fenty Beauty, Maybelline, e.l.f. Cosmetics, MAC, and Tarte. These brands excel by combining innovation, inclusivity, and accessibility. For example, Fenty Beauty is praised for its extensive shade range and hybrid formulas, while e.l.f. is celebrated for its affordability and cruelty-free ethos. Newer brands like Rare Beauty and Jones Road are also rising fast, especially among Gen Z consumers who value authenticity and sustainability.

Read more about “Top 16 Best Cosmetic Companies to Watch in 2025 ✨”

What makeup styles are currently in demand?

The makeup styles in demand emphasize natural, glowing skin with a touch of boldness. Think dewy foundations, softly contoured faces, and sheer blushes like Rare Beauty’s Soft Pinch. Eyes are defined but not overdone, with smudgy liners and neutral shimmer shadows dominating. Lips trend toward nourishing glosses and weightless mattes. The overall vibe is “effortless glam”—makeup that enhances your features without masking them.

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

Choosing the best makeup starts with understanding your skin type:

  • Oily skin: Opt for matte or soft-matte foundations like Fenty Pro Filt’r Soft Matte and oil-free primers such as e.l.f. Power Grip Matte Primer. Avoid heavy cream formulas that can clog pores.
  • Dry skin: Look for hydrating, luminous foundations like Armani Luminous Silk and primers with moisturizing ingredients. Cream blushes and hydrating lip oils (e.g., Ami ColĂ© Lip Oil) work wonders.
  • Sensitive skin: Choose fragrance-free, dermatologist-tested products such as Clinique’s Black Honey Mascara and IT Cosmetics CC+ Cream. Always patch test new products.
  • Combination skin: Use balancing primers and mix finishes—matte in oily zones, dewy on dry areas. Layering lightweight products helps avoid cakiness.

Read more about “Which Makeup Company Is Best? Top 15 Brands to Know in 2025 💄”

How important is cruelty-free makeup in 2025?

Cruelty-free makeup is now a baseline expectation for many consumers, especially Gen Z and Millennials. Brands like e.l.f., Tarte, and Fenty Beauty have built loyal followings partly due to their ethical stances. While some legacy brands still test on animals, the market is shifting rapidly, and cruelty-free certifications can influence purchasing decisions significantly.

Read more about “Top 15 Makeup Brands in the World You Need to Know (2025) 💄”

For more insider tips and detailed reviews, explore our Beauty Brands and Cosmetics Industry categories at 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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