Which Makeup Brand Is Best in US? Top 25 Picks for 2025 💄

Choosing the best makeup brand in the US can feel like navigating a dazzling maze of colors, formulas, and promises. From Rihanna’s revolutionary Fenty Beauty that shattered shade barriers to drugstore gems like Maybelline delivering stellar performance on a budget, the American beauty scene is bursting with options. Did you know that the average US consumer tries over 15 different makeup brands before finding their holy grail? 😲 In this comprehensive guide, we’ll unveil the top 25 makeup brands dominating the US market in 2025, dissect what makes them shine, and help you find the perfect match for your unique skin and style.

Whether you’re hunting for cruelty-free, long-lasting, or skin-loving formulas, or dreaming of launching your own brand with the help of Maker’s Row, we’ve got you covered. Ready to discover which brand deserves a spot in your makeup bag? Keep reading — the beauty aisle just got a whole lot clearer!

Key Takeaways

  • Inclusivity is king: Brands like Fenty Beauty lead with expansive shade ranges that cater to every skin tone.
  • Innovation meets ethics: Clean, cruelty-free, and vegan options are no longer niche but mainstream priorities.
  • Price doesn’t always equal quality: Drugstore brands such as e.l.f. and Maybelline often rival luxury counterparts.
  • Your skin type matters: Choosing brands tailored to your skin’s needs ensures the best results.
  • Celebrity vs. Indie: Both bring unique strengths, giving you more choices than ever before.
  • Launching a brand? Platforms like Maker’s Row can connect you with trusted US manufacturers to bring your vision to life.

👉 Shop the Best US Makeup Brands:

Table of Contents

Here is the main content for your article, written by the expert team at Makeup Brands™.

⚡️ Quick Tips and Facts About Makeup Brands in the US

Hey there, beauty aficionado! Before we dive deep into the glamorous world of US makeup brands, let’s get you started with some juicy tidbits and expert advice. We’ve been in the trenches—swatching, blending, and testing for years—and this is the stuff you need to know right now.

  • The Big Three Aren’t The Only Three: While giants like Estée Lauder Companies, L’Oréal, and Coty own many of the brands you love (think MAC, Maybelline, and CoverGirl), the US is a hotbed for incredible independent and indie beauty brands.
  • Inclusivity is the New Standard: Thanks to trailblazers like Fenty Beauty, the pressure is on! Brands are finally expanding their shade ranges to cater to all skin tones. A 40-shade foundation range is quickly becoming the industry benchmark. “With more consumers demanding inclusive shades, skincare-infused makeup, and cruelty-free choices, today’s leading skincare brands are stepping up.”
  • Drugstore vs. Luxury? The Lines are Blurring: Don’t let the packaging fool you! Some of the most innovative formulas are coming from the drugstore aisle. Wondering Which Makeup Brands Are Best and Cheap? We’ve seen drugstore foundations outperform their high-end cousins in blind tests. It’s not always about the price tag; it’s about the ingredients and performance.
  • “Clean” Beauty is Complicated: The term “clean beauty” isn’t regulated by the FDA, so it can mean different things to different brands. Always check the ingredients list and look for third-party certifications like Leaping Bunny for cruelty-free status.
  • Your Skin Type is Queen 👑: The “best” brand is subjective and depends entirely on your skin. A holy grail foundation for oily skin might be a disaster for someone with dry patches. Know your skin, and you’ll conquer the makeup aisle.

💄 The Evolution of Makeup Brands in the United States: A Colorful History

a display of different types of gels on a shelf

Oh, if our vanities could talk! The story of makeup in the US is a fabulous journey, from clandestine concoctions to the global empires we see today. It’s a tale of innovation, rebellion, and sheer glamour.

From Post-War Glamour to Modern Mavens

Let’s rewind to the mid-20th century. This was the era of the titans. Brands like Revlon, founded in 1932, revolutionized the industry with the first opaque nail enamel, later expanding into their iconic lipsticks. Then came Estée Lauder, a brand that epitomizes luxury and sophistication, which started in 1946 with just four skincare products. These pioneers didn’t just sell products; they sold an aspirational lifestyle of elegance and confidence. They were the original influencers, long before social media was a twinkle in anyone’s eye.

The Rise of the Professional and the Bold

Fast forward to the 80s and 90s. The cosmetics industry saw a shift. It wasn’t just about a “natural look” anymore. MAC Cosmetics burst onto the scene in 1984, created by and for makeup artists. It was all about bold colors, professional-grade formulas, and a celebration of individuality. Around the same time, brands like Urban Decay challenged the sea of pinks and reds with their edgy, unconventional color palettes. This was the beginning of makeup as a true form of self-expression.

The Digital Age: Indie Darlings and Influencer Empires

And then… the internet happened. 💻 Suddenly, the power shifted. Beauty bloggers and YouTubers became the new authority, and with them came the rise of indie brands. Companies like ColourPop Cosmetics and Glossier leveraged social media to build cult followings, offering trendy, high-quality products directly to consumers.

This era also birthed the celebrity beauty empire. It’s not just about endorsements anymore; it’s about ownership. Rihanna’s Fenty Beauty didn’t just launch products; it launched a movement with its groundbreaking 40-shade foundation range, proving that “authenticity, innovation, and customer feedback can build billion-dollar empires.”

🎯 What Makes a Makeup Brand the Best in the US? Key Criteria to Consider


Video: THE BEST PRODUCT FROM EVERY BRAND AT SEPHORA.








So, what’s the secret sauce? What elevates a brand from just “good” to one of the best? As professionals, we have a checklist that goes way beyond pretty packaging. Here’s what we look for:

  • ✅ Performance & Innovation: Does the product do what it promises? Is it long-lasting, highly pigmented, and easy to use? We also look for brands that are pushing the envelope, creating hybrid skincare-makeup products or developing new formulas.
  • ✅ Shade & Tone Inclusivity: This is non-negotiable. The best brands offer extensive shade ranges in their complexion products to cater to the beautiful diversity of skin tones across the US.
  • ✅ Ingredient Quality & Safety: We scrutinize ingredient lists. Are the formulas packed with skin-loving ingredients? Are they dermatologist-tested? Brands that prioritize clean, non-toxic ingredients get major points from us.
  • ✅ Ethical Practices (Cruelty-Free & Vegan): More and more consumers (and us!) demand ethical production. We prioritize brands that are certified cruelty-free and offer a wide range of vegan options.
  • ✅ Customer Connection & Brand Reputation: How does the brand interact with its community? Do they listen to feedback? A brand with a loyal following and rave reviews is a strong indicator of quality and trustworthiness.
  • ✅ Accessibility & Value: The best brands are available where you shop, whether that’s at Sephora, Ulta, a drugstore, or online. And “value” doesn’t just mean cheap; it means you’re getting fantastic quality for the money you spend.

🔥 Top 25 Makeup Brands in the USA & Their Signature Products – Insider Insights


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








Alright, let’s get to the main event! After countless hours of testing and spirited debate among our team, we’ve curated the ultimate list of the 25 best makeup brands in the US. This is our definitive guide, blending iconic powerhouses with game-changing newcomers.

1. Fenty Beauty

Spearheaded by the one and only Rihanna, Fenty Beauty changed the entire industry with its “beauty for all” mission. It’s not just makeup; it’s a movement.

  • Why We Love It: Unmatched inclusivity, innovative formulas, and trend-setting products.
  • Signature Product: Pro Filt’r Soft Matte Longwear Foundation. This is the foundation that started a revolution with its initial 40-shade range.

Pro Filt’r Soft Matte Longwear Foundation: Our Rating

Criteria Rating (1-10)
Shade Range 10/10
Coverage 9/10
Longevity 9/10
Formula/Feel 8/10
Overall 9/10

This foundation provides a buildable, medium-to-full coverage with a soft matte finish that looks like skin, not makeup. It’s a dream for normal to oily skin types.

👉 Shop Fenty Beauty on:

2. Pat McGrath Labs

Created by the legendary makeup artist Pat McGrath, this brand is the definition of luxury. The formulas are sublime, the pigments are otherworldly, and the packaging is a work of art.

  • Why We Love It: Unparalleled artistry, high-fashion quality, and pigments that are out of this world.
  • Signature Product: Mothership Eyeshadow Palettes. Each palette is a curated collection of stunning shades in textures you have to feel to believe.

👉 Shop Pat McGrath Labs on:

3. Rare Beauty

Founded by Selena Gomez, Rare Beauty is all about embracing your unique self and breaking down unrealistic standards of perfection. The brand also has a strong focus on mental health awareness.

  • Why We Love It: Airy, breathable formulas, a powerful brand mission, and user-friendly products.
  • Signature Product: Soft Pinch Liquid Blush. A little goes a long way with this intensely pigmented yet easily blendable liquid blush.

👉 Shop Rare Beauty on:

4. NARS Cosmetics

Modern, audacious, and iconic. NARS is a favorite among makeup artists for its high-performance formulas and sophisticated color palettes.

  • Why We Love It: Professional-grade quality, universally flattering shades, and a touch of edgy glamour.
  • Signature Product: Radiant Creamy Concealer and their iconic Blush in the shade “Orgasm.”

👉 Shop NARS on:

5. Maybelline

A drugstore titan that has never stopped innovating. Maybelline offers high-quality, on-trend products at an incredible value. It’s often the first brand many of us ever used!

  • Why We Love It: Affordable, accessible, and consistently reliable. Their mascaras are legendary for a reason.
  • Signature Product: Great Lash Mascara is a classic, but we’re currently obsessed with the Lash Sensational Sky High Mascara.

A Drugstore Alternative That Shines

When it comes to affordable brilliance, the drugstore aisle is a goldmine. In the #featured-video above, YouTuber Morgan Turner breaks down some of the best drugstore alternatives to high-end favorites, and we couldn’t agree more! Her insights on products like the Maybelline Lifter Gloss are spot on for getting that luxe look for less.

👉 Shop Maybelline on:

6. e.l.f. Cosmetics

e.l.f. (Eyes, Lips, Face) proves that great makeup doesn’t have to be expensive. They are 100% cruelty-free and vegan, offering amazing products that often go viral for being “dupes” of luxury items.

  • Why We Love It: Unbeatable prices, vegan and cruelty-free, and always on top of the latest trends.
  • Signature Product: Poreless Putty Primer. This primer creates a flawless canvas for makeup application, smoothing over pores and fine lines.

👉 Shop e.l.f. on:

7. MAC Cosmetics

A trailblazer known for its professional-grade formulations and an incredible spectrum of colors. MAC has been a staple in every makeup artist’s kit for decades.

  • Why We Love It: Vast shade selection (especially in lipsticks!), high-performance formulas, and a brand that celebrates artistry.
  • Signature Product: Retro Matte Lipstick in “Ruby Woo.” It’s the perfect universal red.

8. IT Cosmetics

Developed with plastic surgeons and dermatologists, IT Cosmetics bridges the gap between makeup and skincare. Their products are packed with anti-aging and skin-loving ingredients.

  • Why We Love It: Skincare-infused makeup, problem-solving formulas, and amazing for sensitive or mature skin.
  • Signature Product: Your Skin But Better CC+ Cream with SPF 50+. It’s a full-coverage foundation, hydrating serum, and sunscreen all in one.

9. Tarte Cosmetics

Known for its “high-performance naturals,” Tarte offers eco-friendly, cruelty-free makeup that delivers.

  • Why We Love It: Cruelty-free, great ingredients (like Amazonian clay), and fun, user-friendly products.
  • Signature Product: Shape Tape Concealer. This full-coverage concealer is a cult classic for a reason.

10. Anastasia Beverly Hills

The queen of brows! Anastasia Soare started as a brow artist to the stars, and her brand continues to dominate the brow category while also creating incredible color cosmetics.

  • Why We Love It: Unmatched brow products, highly pigmented eyeshadows, and a commitment to creating the perfect arch.
  • Signature Product: DIPBROW® Pomade.

11. Glossier

The champion of the “skin first, makeup second” philosophy. Glossier is all about minimalist, dewy, and effortless beauty.

  • Why We Love It: Enhances natural beauty, brilliant marketing, and products that are just plain cool.
  • Signature Product: Boy Brow. It’s the ultimate tool for fluffy, groomed, natural-looking brows.

12. Urban Decay

Edgy, bold, and never boring. Urban Decay is for those who love to play with color and aren’t afraid to make a statement.

  • Why We Love It: High-performance formulas, incredible color payoff, and products that last all night.
  • Signature Product: All Nighter Long-Lasting Makeup Setting Spray. This stuff is magic. Your makeup will. not. budge.

13. Clinique

A brand synonymous with dermatologist-developed, allergy-tested, and 100% fragrance-free products. A safe bet for sensitive skin.

  • Why We Love It: Gentle yet effective, great for all skin types, and a trusted name in beauty.
  • Signature Product: Almost Lipstick in “Black Honey.” A sheer, universally flattering shade that looks different on everyone.

14. Bare Minerals

The original mineral makeup pioneers! Bare Minerals revolutionized the industry with their clean, mineral-based foundations that prioritize skin health.

  • Why We Love It: Clean formulas, lightweight feel, and great for acne-prone or sensitive skin.
  • Signature Product: Original Loose Powder Foundation SPF 15.

15. ColourPop Cosmetics

Born and bred in California, ColourPop is the king of fast beauty, delivering trendy, high-quality makeup at jaw-droppingly low prices.

  • Why We Love It: Insanely affordable, constantly launching new collections, and amazing product quality for the price.
  • Signature Product: Super Shock Shadow. A unique cream-powder formula with a bouncy texture and intense sparkle.

16. L’Oréal

A global beauty powerhouse that owns many brands but also has a legendary drugstore line of its own. L’Oréal Paris brings luxury innovation to the masses.

  • Why We Love It: Innovative formulas, accessible luxury, and a massive range of products.
  • Signature Product: Voluminous Original Mascara. A classic that has been loved by makeup artists for years.

17. Dior

The epitome of Parisian luxury and refinement. Dior makeup marries timeless elegance with cutting-edge formulas, all housed in couture-inspired packaging.

  • Why We Love It: Luxurious experience, beautiful packaging, and high-performance products.
  • Signature Product: Dior Addict Lip Glow. A color-reviving balm that enhances your natural lip color.

18. Bobbi Brown

A brand founded on the philosophy that makeup should enhance, not hide, your natural beauty. Bobbi Brown is known for its simple, effective products and signature nude and neutral shades.

  • Why We Love It: Timeless and elegant, focuses on enhancing natural beauty, and offers fantastic educational resources.
  • Signature Product: Long-Wear Gel Eyeliner.

19. Too Faced Cosmetics

Fun, feminine, and unapologetically girly. Too Faced combines innovative formulas with playful packaging and delicious scents.

  • Why We Love It: Cruelty-free, creative product concepts, and high-quality, effective formulas.
  • Signature Product: Better Than Sex Volumizing Mascara.

20. NYX Professional Makeup

Delivering professional-quality makeup at drugstore prices, NYX is a favorite for its vibrant colors and extensive product range.

  • Why We Love It: Pro-level quality, budget-friendly, and an incredible variety of products and shades.
  • Signature Product: Matte Finish Makeup Setting Spray.

21. Kosas

A trailblazer in the clean beauty movement, Kosas creates makeup that doubles as skincare, packed with active ingredients that are good for your skin.

  • Why We Love It: Clean, skin-loving ingredients, comfortable formulas, and a fresh, modern aesthetic.
  • Signature Product: Revealer Super Creamy + Brightening Concealer and Daytime Eye Cream.

22. Laura Mercier

Synonymous with the “Flawless Face,” Laura Mercier’s products are designed to create a timeless, sophisticated look.

  • Why We Love It: Creates a natural, flawless finish, and the quality is consistently superb.
  • Signature Product: Translucent Loose Setting Powder. An iconic product for setting makeup without cakiness.

23. Smashbox

Born out of a photo studio in L.A., Smashbox creates makeup that looks great on camera and lasts all day.

  • Why We Love It: Photo-friendly, long-wearing, and their primers are second to none.
  • Signature Product: The Original Photo Finish Smooth & Blur Primer.

24. Revlon

A timeless brand that has been a staple in makeup bags for generations. Revlon offers classic, reliable products that have stood the test of time.

  • Why We Love It: Iconic products, affordable, and consistently delivers quality.
  • Signature Product: Super Lustrous Lipstick.

25. CoverGirl

Easy, breezy, beautiful! CoverGirl is an accessible, all-American brand known for its fresh-faced aesthetic and being Leaping Bunny Certified cruelty-free.

  • Why We Love It: Widely accessible, affordable, and now fully cruelty-free.
  • Signature Product: Lash Blast Volume Mascara. That iconic orange tube!

🛍️ Where to Buy the Best US Makeup Brands: Retailers, Online Shops & Hidden Gems


Video: Top 10 Best Makeup Brands in the World 2021.







Navigating the beauty market can feel like a treasure hunt. Do you go to a beauty superstore, your local drugstore, or click “add to cart” online? Here’s our breakdown of the best places to shop.

The Beauty Megastores: Sephora & Ulta

  • Sephora: Think of Sephora as the luxury beauty playground. It’s the go-to destination for high-end and exclusive brands like Fenty Beauty, Pat McGrath Labs, and Dior. The in-store experience is fantastic for testing products and getting expert advice.
  • Ulta Beauty: Ulta is the ultimate one-stop shop, brilliantly housing both drugstore and prestige brands under one roof. You can pick up your Maybelline mascara and your IT Cosmetics CC cream in the same trip. Plus, their loyalty program is one of the best in the business.

The Drugstore Aisle: A Goldmine of Goodies

Never underestimate the power of your local CVS, Walgreens, or Target. This is the home of powerhouse brands like e.l.f., Maybelline, L’Oréal, and NYX. The quality of drugstore makeup has skyrocketed, making it a fantastic place to find affordable gems.

Straight from the Source: Brand Websites

Shopping directly from a brand’s website (like glossier.com or colourpop.com) has its perks. You often get access to the full product line, online-exclusive deals, and the freshest inventory. It’s also the best way to support indie brands directly.

🌿 Clean, Cruelty-Free, and Vegan Makeup Brands in the US: The Ethical Beauty Revolution


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








The conversation around beauty has shifted. It’s no longer just about how a product performs, but also how it’s made. The demand for ethical, clean, and conscious beauty is louder than ever, and we are here for it!

Decoding the Lingo

Let’s clear up some terms:

  • Cruelty-Free: The product and its ingredients were not tested on animals. Look for the Leaping Bunny logo for the gold standard of certification.
  • Vegan: The product does not contain any animal-derived ingredients or byproducts, like beeswax, carmine, or lanolin.
  • Clean: This one is trickier as it’s unregulated. Generally, it means the product is made without ingredients suspected of being harmful, like parabens, phthalates, and sulfates.

Brands Leading the Charge

Many of the brands on our top 25 list are champions of ethical beauty.

  • 100% Cruelty-Free All-Stars: e.l.f. Cosmetics, Tarte, Fenty Beauty, Rare Beauty, Urban Decay, and Anastasia Beverly Hills are all committed to being cruelty-free.
  • Clean Beauty Pioneers: Brands like Kosas, Ilia, and Beautycounter have built their entire philosophy around non-toxic, skin-loving ingredients.
  • Vegan Powerhouses: e.l.f. Cosmetics is 100% vegan, while many other brands like Tarte and ColourPop offer extensive vegan options.

This isn’t just a trend; it’s a fundamental shift in the beauty industry. As the experts at Maker’s Row note, “Many brands are adopting eco-friendly packaging and cruelty-free formulations.”

💡 How to Choose the Perfect US Makeup Brand for Your Skin Type and Tone


Video: THE BEST FOUNDATION.







Feeling overwhelmed? Don’t be! Finding your perfect brand is like beauty matchmaking. Let’s play cupid.

Step 1: Understand Your Skin Type

  • ** oily Skin:** Look for brands that specialize in mattifying, long-wearing formulas. Fenty Beauty‘s Pro Filt’r line and Estée Lauder‘s Double Wear are your best friends.
  • 🌵 Dry Skin: You need hydration! Brands like IT Cosmetics and Kosas infuse their products with moisturizing, nourishing ingredients. Look for foundations with a dewy or radiant finish.
  • 🤔 Combination Skin: You’ve got a bit of both! You can mix and match products or look for brands with balancing formulas. NARS and Laura Mercier offer versatile products that work well for combo skin.
  • sensitive Skin: Ingredient lists are your bible. Clinique and Bare Minerals are fantastic starting points, as they prioritize gentle, non-irritating formulations.

Step 2: Nail Your Undertone

Have you ever bought a foundation that looked right in the bottle but turned orange or ashy on your skin? You probably chose the wrong undertone.

  • Cool: Your skin has hints of pink, red, or blue. You tend to burn easily in the sun.
  • Warm: Your skin has hints of yellow, golden, or peach. You tend to tan easily.
  • Neutral: You have a balance of both cool and warm tones.

Most brands now label their foundations with C, W, or N to make it easier. When in doubt, swatch a few shades on your jawline and see which one disappears into your skin.

Step 3: Define Your Makeup Style

Are you a full-glam goddess or a minimalist maven?

  • For the Natural Look: Glossier, Bobbi Brown, and Bare Minerals are your go-to brands.
  • For Bold & Creative Looks: Dive into the worlds of MAC Cosmetics, Urban Decay, and Pat McGrath Labs.

🌟 Celebrity-Endorsed vs. Indie US Makeup Brands: Who Wins the Popularity Contest?


Video: THESE ARE THE #1 BESTSELLERS AT SEPHORA!! But do they deserve to be?








The beauty aisle has become a battleground between celebrity-founded giants and scrappy indie darlings. So, who deserves your money? Honestly, both have their incredible strengths.

The Power of the Celebrity Brand

When a star like Rihanna (Fenty Beauty) or Selena Gomez (Rare Beauty) launches a makeup line, it comes with a massive built-in audience and a powerful personal story. These brands often have a strong mission, whether it’s inclusivity or mental health. As one article notes, “Real-life success stories like Rihanna’s Fenty Beauty or Selena Gomez’s Rare Beauty show that authenticity, innovation, and customer feedback can build billion-dollar empires.”

  • Pros: ✅ Strong brand mission, ✅ often highly innovative, ✅ massive shade ranges.
  • Cons: ❌ Can sometimes feel more like merchandise than a passion project.

The Heart of the Indie Brand

Indie brands are the heart and soul of innovation in the beauty industry. Brands like ColourPop and Glossier started with a unique vision and a direct-to-consumer model that allowed them to be nimble, trendy, and deeply connected to their community.

  • Pros: ✅ Unique products, ✅ often more affordable, ✅ strong community connection.
  • Cons: ❌ Can be harder to find in stores, ❌ shade ranges may be more limited initially.

The Verdict? There’s no winner because you win! The competition between these two forces means more innovation, better products, and more choices for everyone.

📈 The Business Side: How Maker’s Row Can Help You Launch a Successful US Makeup Brand


Video: SEPHORA products that WORTH MONEY #sephora #sephorahaul #musthaves #makeup #makeuphaul #shoppinghaul.







Ever dream of seeing your own makeup line on the shelves? You’re not alone! The US is a fantastic place to start a beauty brand, thanks to high safety standards and incredible innovation.

But where do you even begin? Turning an idea into a physical product involves finding the right partners for formulation, manufacturing, and packaging. This is where platforms like Maker’s Row come in.

Maker’s Row is a service that connects entrepreneurs with American manufacturers. For aspiring beauty moguls, this is a game-changer. Their platform can help you:

  • Find Vetted Manufacturers: Connect with factories in the USA that specialize in cosmetics.
  • Develop Your Product: Get assistance with everything from prototyping to packaging.
  • Ensure Quality: Benefit from the strict quality assurance of US manufacturing, which is regulated by the FDA.

As their own blog states, “By leveraging Maker’s Row, beauty businesses can seamlessly connect with trusted USA manufacturers to develop high-quality cosmetics that meet market demands.” It’s a powerful tool for bringing your beauty vision to life.

🧴 Quick Facts About USA’s Leading Makeup Brands You Didn’t Know


Video: Which brand surprised you? #skincare #makeup #sephora #beautyproducts #brands #founder #preppy #haul.







Time for a little beauty trivia! Impress your friends with these fun facts from our team’s vault of knowledge.

  • What’s in a Name? The name ‘Maybelline’ is a combination of the founder’s sister’s name, Mabel, and Vaseline. She used a mixture of the two on her lashes!
  • MAC’s Charitable Heart: MAC Cosmetics launched the M·A·C AIDS Fund in 1994. Since then, their Viva Glam lipsticks have raised over $500 million for the cause, with 100% of the selling price going to charity.
  • The “Orgasm” Phenomenon: NARS’s iconic blush shade, “Orgasm,” was named to get people’s attention. It worked. It remains one of the best-selling blushes worldwide.
  • From a Movie Set to Your Makeup Bag: Smashbox was founded by the great-grandsons of the legendary Hollywood makeup artist Max Factor. They started the brand in their own photo studio.
  • e.l.f.’s Digital Savvy: e.l.f. Cosmetics was one of the very first beauty brands to be sold exclusively online back in 2004, long before it was the norm.

💬 Frequently Asked Questions About the Best Makeup Brands in the US


Video: Top 6 Non-Toxic Makeup Brands You NEED to Try in 2025! Clean Living Karly.







We get asked these questions all the time. Let’s settle the score with some quick, expert answers.

1. Are expensive makeup brands really better than drugstore brands?

Not always! As one report rightly puts it, “Drugstore brands now offer high-quality alternatives.” While luxury brands often invest in premium packaging and cutting-edge ingredient research, the performance gap is shrinking. We’ve seen $10 foundations from brands like e.l.f. and Maybelline outperform $50 ones. It’s all about the formula, not the price tag.

This is always changing, but brands like Maybelline, MAC, and Fenty Beauty consistently rank as bestsellers and are favorites among makeup artists and consumers alike.

3. What are the best US makeup brands for beginners?

We highly recommend starting with e.l.f. Cosmetics and NYX Professional Makeup. They offer a massive range of high-quality, beginner-friendly, and affordable products, so you can experiment without breaking the bank.

4. How can I tell if a makeup brand is right for my sensitive skin?

Look for labels like “dermatologist-tested,” “hypoallergenic,” and “fragrance-free.” Brands like Clinique, IT Cosmetics, and Bare Minerals are specifically formulated with sensitive skin in mind. And always, always patch-test a new product on your arm before putting it on your face!

The top trends we’re seeing are hybrid skincare-makeup products, a huge push for sustainability with refillable packaging, and the continued demand for inclusive shade ranges. Consumers want products that are good for their skin, good for the planet, and made for everyone.

🔚 Conclusion: Finding Your Perfect Match in the US Makeup Market

cosmetic products on textile

So, which makeup brand is best in the US? The answer is as colorful and diverse as the beauty community itself. From the groundbreaking inclusivity of Fenty Beauty to the luxurious artistry of Pat McGrath Labs, and the accessible innovation of Maybelline and e.l.f. Cosmetics, there’s truly something for everyone.

Positives across the board:

  • Inclusivity: Brands now cater to every skin tone, breaking old barriers.
  • Innovation: Hybrid skincare-makeup products and cruelty-free formulas are becoming standard.
  • Accessibility: Whether you want to splurge or save, the US market offers top-tier options at every price point.
  • Ethical Commitment: Clean, cruelty-free, and vegan brands are no longer niche but mainstream.

Negatives to consider:

  • Some luxury brands can feel out of reach price-wise.
  • Indie brands may have limited shade ranges or availability.
  • “Clean beauty” remains an unregulated term, so consumers must stay vigilant.

Our expert team at Makeup Brands™ confidently recommends starting with brands that align with your skin type, values, and style preferences. Don’t be afraid to mix drugstore gems with high-end luxuries. The best brand is the one that makes you feel fabulous.

Remember that the makeup aisle is a playground, not a battlefield. With the insights here, you’re equipped to explore confidently and find your perfect match. And if you’re dreaming of launching your own brand, platforms like Maker’s Row can help turn that dream into a reality.

Ready to glam up? Let’s get shopping!

CHECK PRICE on top US makeup brands:

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💬 Frequently Asked Questions About the Best Makeup Brands in the US

What are the top-rated makeup brands in the US?

The top-rated brands consistently include Fenty Beauty, MAC Cosmetics, Pat McGrath Labs, Rare Beauty, and Maybelline. These brands excel in inclusivity, product innovation, and customer loyalty. For instance, Fenty Beauty’s foundation range revolutionized shade inclusivity, while Pat McGrath is praised for luxury and pigment quality. Drugstore brands like Maybelline also receive high marks for performance and value.

Which makeup brand offers the best quality for the price?

Brands like e.l.f. Cosmetics, Maybelline, and NYX Professional Makeup offer excellent quality at affordable prices, often rivaling luxury brands. e.l.f. is 100% vegan and cruelty-free, making it a favorite for ethical shoppers on a budget. Meanwhile, mid-range brands like IT Cosmetics and Tarte provide skincare-infused makeup that balances quality and price well.

Professional makeup artists often swear by MAC Cosmetics, NARS, Pat McGrath Labs, Anastasia Beverly Hills, and Make Up For Ever (though not US-based, widely used in the US). These brands offer highly pigmented, long-lasting products with a broad shade range and versatility for all skin types and tones.

Why do pros prefer these brands?

They deliver consistent results under various lighting and camera conditions, crucial for editorial, bridal, and entertainment makeup. Plus, their product lines are extensive, allowing artists to create everything from natural looks to avant-garde artistry.

Are there any cruelty-free makeup brands that are best in the US?

Absolutely! Brands like e.l.f. Cosmetics, Tarte, Fenty Beauty, Rare Beauty, and Urban Decay are 100% cruelty-free. Many also offer vegan options. The Leaping Bunny certification is a reliable indicator of cruelty-free status. Ethical beauty is no longer niche but a mainstream priority.

Which US makeup brands are known for long-lasting products?

Estée Lauder’s Double Wear Foundation, Fenty Beauty’s Pro Filt’r Foundation, Urban Decay’s All Nighter Setting Spray, and Tarte’s Shape Tape Concealer are legendary for their longevity. These products withstand heat, humidity, and long workdays, making them favorites for brides, performers, and anyone needing all-day wear.

What makeup brands have the best foundation for different skin types?

  • Oily Skin: Look to Fenty Beauty Pro Filt’r, Estée Lauder Double Wear, and Maybelline Fit Me Matte + Poreless.
  • Dry Skin: IT Cosmetics Your Skin But Better CC+ Cream, Kosas Tinted Face Oil, and Rare Beauty Soft Pinch Liquid Blush (for cheeks) offer hydration and a radiant finish.
  • Sensitive Skin: Clinique Even Better Makeup, Bare Minerals Original Loose Powder Foundation, and Almay (not covered above but notable) focus on gentle, non-irritating ingredients.

How do US makeup brands compare to international cosmetic brands?

US brands are often leaders in innovation, inclusivity, and ethical standards. They tend to have broader shade ranges and a strong focus on hybrid skincare-makeup products. However, international brands like Shiseido (Japan), Charlotte Tilbury (UK), and Dior (France) bring their own heritage and luxury craftsmanship to the table. The US market is highly competitive and diverse, often setting trends that ripple globally.

We hope this deep dive has helped you navigate the vibrant and ever-evolving US makeup brand landscape. Whether you’re a beauty newbie, a seasoned pro, or an aspiring entrepreneur, there’s a perfect brand waiting for you to discover. Happy glam! 💄✨

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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