Which Makeup Brand Is Best in USA? Top 17 Picks for 2025! 💄


Video: Top 10 Best Makeup Brands in America USA 2024 | Beauty Cosmetics Brands in United State of America.








Ever stood in front of a makeup aisle, overwhelmed by dozens of brands shouting for your attention? You’re not alone! With the American beauty market booming into a $60 billion powerhouse, choosing the best makeup brand in the USA can feel like finding a needle in a haystack. But what if we told you the secret isn’t just about popularity or price—it’s about inclusivity, innovation, and values? From Fenty Beauty’s game-changing shade range to Milk Makeup’s clean, conscious formulas, this guide uncovers the top 17 American makeup brands that are redefining beauty in 2025.

Ready to discover which brands truly stand out and why? We’ll break down everything from product quality to ethical practices, so you can find your perfect match. Plus, we’ll bust some common myths and reveal insider tips from our team of makeup artists and estheticians. Let’s dive in and unlock your glow! ✨

Key Takeaways

  • Inclusivity is king: Brands like Fenty Beauty and Rare Beauty offer extensive shade ranges that celebrate diversity.
  • Clean and cruelty-free: Milk Makeup, Thrive Causemetics, and Tower 28 lead the charge in ethical, skin-friendly formulas.
  • Innovation meets skincare: IT Cosmetics and Tarte blend makeup with skincare benefits for flawless, healthy-looking skin.
  • Budget-friendly options: e.l.f. Cosmetics and ColourPop prove that quality doesn’t have to break the bank.
  • Sustainability matters: Many top brands prioritize eco-friendly packaging and responsible sourcing.

👉 Shop the best American makeup brands:

Unlock your perfect beauty match with our expert guide and start glowing today!

Table of Contents

Quick Tips and Facts

Looking for the best makeup brand in the USA? 🤔 You’re in the right place! 🎉 At Makeup Brands™, we’ve got the inside scoop on the top American makeup brands that are making waves in the beauty industry. 🌊 Before we dive into the details, here are some quick tips and facts to get you started:

  • Always read the labels and look for cruelty-free and vegan certifications 🐰🌱
  • Choose products that are hypoallergenic and fragrance-free to minimize the risk of irritation 🚽
  • Don’t be afraid to experiment and find what works best for your skin type and tone 🎨
  • Keep up with the latest trends and techniques to stay ahead of the game 📚
  • And most importantly, remember that beauty is for everyone, regardless of age, skin type, or personal style 🌈

Check out our related article on 25 Best Makeup Brands to Try in 2025: Unlock Your Glow! to learn more about the top makeup brands.

For more information on beauty brands, visit our Beauty Brands page.

The American Beauty Landscape: A Rich History of Innovation 🇺🇸

A metal container filled with lots of different types of paint

The American beauty landscape is a vibrant and diverse tapestry, woven from the threads of innovation, creativity, and inclusivity. 🌈 From the early days of Estee Lauder to the modern era of Fenty Beauty, American makeup brands have been at the forefront of the beauty industry, pushing boundaries and breaking barriers. 🚀

According to Forbes, the beauty industry in the USA is a $60 billion market, with American brands accounting for a significant share of the global market. 📊

The Rise of Inclusivity

In recent years, there has been a shift towards inclusivity and diversity in the beauty industry, with brands like Fenty Beauty and Rare Beauty leading the charge. 🌟 These brands have made it their mission to provide products that cater to a wide range of skin tones and types, promoting a more inclusive and diverse definition of beauty. 🌎

Defining “Best”: It’s More Than Just a Label! 🤔


Video: A Journey Inside Your Body.








So, what makes a makeup brand the “best”? 🤔 Is it the quality of the products, the innovation of the formulas, or the values of the company? 🤷‍♀️ At Makeup Brands™, we believe that the “best” makeup brand is one that combines all of these factors, with a commitment to sustainability, cruelty-free practices, and inclusivity. 🌟

For more information on the cosmetics industry, visit our Cosmetics Industry page.

Our Methodology: How We Picked the Best of the Best 🔬


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







To determine the top American makeup brands, we used a combination of factors, including:

  • Product quality and performance
  • Innovation and creativity in product development
  • Sustainability and cruelty-free practices
  • Inclusivity and diversity in product offerings and marketing
  • Customer reviews and ratings

We also consulted with industry experts, makeup artists, and beauty enthusiasts to get their input and feedback. 💬

The Cream of the Crop: Our Top 17 American Makeup Brands You NEED to Know! 🌟

Here are our top 17 American makeup brands that made the cut:

  1. Fenty Beauty: The Inclusivity Game-Changer 💖
    • Rating: 9/10
    • Pros: Wide range of shades, innovative products, commitment to inclusivity
    • Cons: Limited product offerings in certain categories
    • 👉 CHECK PRICE on: Amazon | Sephora | Fenty Beauty Official
  2. Glossier: Minimalist Magic & Skincare-First Approach ✨
    • Rating: 8.5/10
    • Pros: Simple, effective products, commitment to skincare
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Glossier Official
  3. Rare Beauty: Mental Wellness Meets Makeup 💜
    • Rating: 9/10
    • Pros: Inclusive product range, commitment to mental wellness
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Rare Beauty Official
  4. NARS Cosmetics: Iconic Shades & Pro Performance 🎨
    • Rating: 9/10
    • Pros: Wide range of shades, high-quality products
    • Cons: Not suitable for all skin types, limited product offerings in certain categories
    • 👉 CHECK PRICE on: Amazon | Sephora | NARS Cosmetics Official
  5. Laura Mercier: The Flawless Face Authority 🖌️
    • Rating: 8.5/10
    • Pros: High-quality products, commitment to flawless skin
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Laura Mercier Official
  6. Tarte Cosmetics: High-Performance Naturals 🌿
    • Rating: 9/10
    • Pros: Natural ingredients, high-quality products
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Tarte Cosmetics Official
  7. IT Cosmetics: Skincare-Infused Solutions 💧
    • Rating: 8.5/10
    • Pros: Skincare-infused products, commitment to natural ingredients
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | IT Cosmetics Official
  8. Urban Decay: Edgy, Bold, & Cruelty-Free 🤘
    • Rating: 9/10
    • Pros: Wide range of shades, commitment to cruelty-free practices
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Urban Decay Official
  9. Benefit Cosmetics: Brow & Beauty Solutions with a Smile 😊
    • Rating: 8.5/10
    • Pros: Wide range of brow products, commitment to natural ingredients
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Benefit Cosmetics Official
  10. Anastasia Beverly Hills: The Brow Queen & Beyond 👑
  11. Kylie Cosmetics: Lip Kits & Viral Sensations 💋
    • Rating: 8.5/10
    • Pros: Wide range of lip products, commitment to natural ingredients
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Kylie Cosmetics Official
  12. Milk Makeup: Clean, Cool, & Conscious 🥛
    • Rating: 9/10
    • Pros: Natural ingredients, commitment to sustainability
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Sephora | Milk Makeup Official
  13. Physicians Formula: Dermatologist-Tested & Drugstore Gem 💎
    • Rating: 8.5/10
    • Pros: Wide range of products, commitment to natural ingredients
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Physicians Formula Official
  14. e.l.f. Cosmetics: Affordable Excellence for Everyone 💰
    • Rating: 9/10
    • Pros: Wide range of products, commitment to affordability
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | e.l.f. Cosmetics Official
  15. ColourPop Cosmetics: Trendy, Affordable, & Fast Fashion Beauty 🌈
    • Rating: 8.5/10
    • Pros: Wide range of products, commitment to affordability
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | ColourPop Cosmetics Official
  16. Thrive Causemetics: Beauty with a Purpose 🌱
    • Rating: 9/10
    • Pros: Natural ingredients, commitment to sustainability
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Thrive Causemetics Official
  17. Tower 28 Beauty: Sensitive Skin’s Best Friend 🌊
    • Rating: 9/10
    • Pros: Natural ingredients, commitment to sensitive skin
    • Cons: Limited product offerings, not suitable for all skin types
    • 👉 CHECK PRICE on: Amazon | Tower 28 Beauty Official

For more beauty tips, visit our Beauty Tips page.

Beyond the Hype: What Makes an American Brand Truly Stand Out? 🌟


Video: Things to take from USA to India from Costco| Top Gifting Ideas.








So, what sets American makeup brands apart from the rest? 🤔 Is it the innovation, the quality, or the values? 🤷‍♀️ At Makeup Brands™, we believe that it’s a combination of all these factors, with a commitment to sustainability, cruelty-free practices, and inclusivity. 🌟

According to Forbes, American brands are leading the way in sustainable beauty, with a focus on eco-friendly packaging, natural ingredients, and reduced waste. 🌎

For more information on drugstore makeup, visit our Drugstore Makeup page.

Why American-Made Makeup Matters: Quality, Innovation, and Values 🗽


Video: Top 10 Most Expensive Makeup Brand In the World In 2020 | Majestic Life.








American-made makeup matters because it represents a commitment to quality, innovation, and values. 🌟 From the early days of Estee Lauder to the modern era of Fenty Beauty, American makeup brands have been at the forefront of the beauty industry, pushing boundaries and breaking barriers. 🚀

According to CNN, American-made makeup is not only about quality and innovation, but also about values, with many brands prioritizing sustainability, cruelty-free practices, and inclusivity. 🌎

For more information on makeup for beginners, visit our Makeup for Beginners page.

Decoding Labels: Cruelty-Free, Vegan, Clean Beauty – What Does It All Mean? 🌱🐰


Video: 5 Clean Beauty Brands You NEED TO TRY! | Clean Skincare & Makeup Products | Vegan & Cruelty Free.








In the world of beauty, labels can be confusing, with terms like cruelty-free, vegan, and clean beauty being thrown around. 🌟 But what do these labels really mean? 🤔

According to PETA, cruelty-free means that a product has not been tested on animals, while vegan means that a product does not contain any animal-derived ingredients. 🐰🌱

For more information on the cosmetics industry, visit our Cosmetics Industry page.


Video: What's Changing in Beauty for 2025? Trends You'll Love or Leave Behind- which ones will you try?








The future of American beauty is looking bright, with trends like sustainability, inclusivity, and skincare-infused makeup shaping the industry. 🌟

According to WWD, American beauty brands are leading the way in sustainable beauty, with a focus on eco-friendly packaging, natural ingredients, and reduced waste. 🌎

Finding Your Perfect Match: How to Choose the Best Brand for YOU! 🎯


Video: Color Matching Foundation: Step-by-Step Guide.








Finding the perfect makeup brand can be overwhelming, with so many options available. 🤯 But don’t worry, we’ve got you covered! 🌟 Here are some tips to help you find your perfect match:

  • Know your skin type: Whether you have dry, oily, or combination skin, it’s essential to choose a brand that caters to your skin type. 🌟
  • Consider your preferences: Do you prefer natural ingredients, cruelty-free practices, or sustainable packaging? 🌎
  • Read reviews: Check out what other customers have to say about a brand before making a purchase. 📚
  • Try before you buy: If possible, try out a product before committing to a purchase. 🎁

For more beauty tips, visit our Beauty Tips page.

Common Misconceptions About American Makeup Brands ❌


Video: Top 10 Makeup Brands in the USA and world.








There are many misconceptions about American makeup brands, from the idea that they are all expensive to the notion that they are not sustainable. 🌟 But the truth is, American makeup brands are leading the way in innovation, quality, and values. 🌎

According to Forbes, American brands are prioritizing sustainability, with a focus on eco-friendly packaging, natural ingredients, and reduced waste. 🌎

Conclusion: Your Beauty Journey Starts Here! ✨

white and gold perfume bottle

After our deep dive into the vibrant world of American makeup brands, one thing is crystal clear: the best makeup brand in the USA is not a one-size-fits-all title. It’s a colorful mosaic of innovation, inclusivity, quality, and values that each brand brings to the table. From the game-changing inclusivity of Fenty Beauty to the minimalist magic of Glossier, and the skincare-infused brilliance of IT Cosmetics, there’s a perfect match for every beauty lover out there.

Positives across these brands include:

  • Wide shade ranges that celebrate diversity (Fenty Beauty, Rare Beauty)
  • Clean, cruelty-free formulations that respect your skin and the planet (Milk Makeup, Thrive Causemetics)
  • Innovative products that blend skincare and makeup seamlessly (IT Cosmetics, Tarte)
  • Affordable options without compromising quality (e.l.f. Cosmetics, ColourPop)

Drawbacks to keep in mind:

  • Some brands have limited product categories or shades in niche areas
  • Certain products may not suit all skin types or preferences
  • Price points can vary widely, so budget-conscious shoppers need to explore options carefully

Our confident recommendation? Explore, experiment, and embrace what makes you feel your best! Whether you’re a beginner or a seasoned pro, American makeup brands offer something for everyone — and the beauty industry’s future looks brighter than ever with sustainability and inclusivity at its core.

Ready to start your beauty adventure? Dive into our detailed reviews and tips, and don’t forget to check out our recommended shopping links below! 💄✨

👉 Shop Our Top American Makeup Brands:

Recommended Books on Makeup & 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

FAQ 🤔

A woman holding three makeup brushes in front of her face

What are the top makeup brands in the USA for beginners?

For beginners, brands like e.l.f. Cosmetics, ColourPop, and Glossier are fantastic starting points. They offer affordable, easy-to-use products with simple formulas that won’t overwhelm you. Plus, their products are widely available and come with plenty of tutorials online. For a smooth learning curve, try their tinted moisturizers, cream blushes, and neutral eyeshadow palettes.

Read more about “Which Makeup Brand Is Best in the World? Top 15 Revealed! 💄 (2025)”

When it comes to luxury, NARS Cosmetics, Anastasia Beverly Hills, and Laura Mercier consistently top the charts. These brands are beloved for their high-quality pigments, long-lasting formulas, and professional-grade performance. They’re often favored by makeup artists and beauty enthusiasts alike for creating flawless, glamorous looks.

What are the best cruelty-free makeup brands available in the USA?

If you prioritize cruelty-free beauty, brands like Urban Decay, Milk Makeup, Tarte Cosmetics, and Thrive Causemetics are excellent choices. These brands not only avoid animal testing but also often incorporate vegan and clean ingredients, aligning with ethical and environmental values. Check for certifications like Leaping Bunny or PETA for assurance.

Read more about “25 Best Makeup Brands to Try in 2025: Unlock Your Glow! ✨”

What are the most affordable high-quality makeup brands in the US market?

Looking for affordable yet high-quality? e.l.f. Cosmetics and ColourPop are your go-to brands. They deliver trendy, well-formulated products at wallet-friendly prices without sacrificing performance. These brands are perfect for experimenting with bold colors or building a versatile everyday kit on a budget.

Read more about “Is MAC Considered High End Makeup? 7 Truths You Need to Know (2025) 💄”

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

Choosing the right brand depends on your skin type and concerns. For sensitive skin, brands like Tower 28 Beauty and Physicians Formula specialize in gentle, hypoallergenic formulas. For dry skin, look for brands with hydrating, skincare-infused products like IT Cosmetics. If you have oily skin, mattifying and long-wear formulas from Urban Decay or Fenty Beauty might be your best bet.

Read more about “27 Best Makeup Brands for Skin Health You Need to Know (2025) ✨”

Are American makeup brands leading in sustainability?

Absolutely! Many American brands, including Thrive Causemetics, Milk Makeup, and Tarte Cosmetics, are pioneers in sustainable packaging, clean ingredients, and ethical sourcing. The industry is rapidly evolving, with more brands committing to reducing their environmental footprint while maintaining product excellence.

For an additional authoritative perspective, check out Harper’s Bazaar: The 10 Best Makeup Brands to Try Now: Chanel, Dior, and More.

Also, explore insights on top beauty manufacturers in the USA at Maker’s Row Blog.

Ready to glow up with the best American makeup brands? Your perfect product is just a click away! 💄✨

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.

Articles: 230

Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *

Trending now

Top 120 Cosmetic Companies in USA You Need to Know (2025) 💄
Featured image for How to Find the Best Makeup Brand That Fits Your Budget 2026
How to Find the Best Makeup Brand That Fits Your Budget (2026) 💄
Top 15 Makeup Brands in the World You Need to Know (2025) 💄
Which Makeup Brand Is Best in US? Top 25 Picks for 2025 💄