Which Makeup Brand Was Most Popular in USA? Top 25 Revealed! 💄 (2025)


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








Ever wondered which makeup brand truly rules the hearts of beauty lovers across the USA? Spoiler alert: it’s not just about glam or celebrity endorsements—there’s a fascinating mix of innovation, inclusivity, and savvy marketing behind the scenes. From Rihanna’s game-changing Fenty Beauty to classic drugstore heroes like Maybelline, the landscape is as diverse as the people who wear it. But which brand tops the charts in 2025? Stick around as we unveil the top 25 makeup brands dominating the American beauty scene, backed by expert insights, consumer reviews, and insider tips.

Here’s a teaser: did you know that social media influencers alone are expected to drive over 1.5 million marketing campaigns in the USA by 2025? That’s a lot of lipstick swipes and eyeshadow palettes flying off the shelves! Ready to discover which brands are making waves, which ones are perfect for your skin type and budget, and how to avoid counterfeit products? Let’s dive in!

Key Takeaways

  • Fenty Beauty leads the pack with its revolutionary inclusive shade range and innovative formulas, setting new industry standards.
  • Maybelline New York remains a top favorite for affordable, reliable drugstore makeup perfect for beginners and everyday use.
  • Social media and influencers are game changers, massively influencing brand popularity and consumer choices in the USA.
  • Indie and clean beauty brands are on the rise, reflecting growing consumer demand for natural, sustainable products.
  • Choosing the right brand depends on your skin type, tone, and budget—there’s a perfect match for everyone!

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Table of Contents

To find the best makeup brand for your needs, consider reading our related article about The No. 1 Makeup Brand in the World: Top 15 Picks for 2025! at Makeup Brands™. When it comes to popular makeup brands in the USA, there are several factors to consider, including quality, price, and availability. According to a study by Hey Goldie, the top 5 most popular makeup brands in the USA are Huda Beauty, Anastasia Beverly Hills, Fenty Beauty, MAC Cosmetics, and Morphe Cosmetics. These brands are known for their high-quality products, inclusive shade ranges, and strong online presence. For more information on beauty brands, visit our Beauty Brands category.

Top Makeup Brands by Category

Here is a breakdown of the top makeup brands by category:

  • Foundation: Fenty Beauty, MAC Cosmetics, and Estee Lauder are known for their wide range of foundation shades.
  • Eyeshadow: Huda Beauty, Anastasia Beverly Hills, and Morphe Cosmetics offer popular eyeshadow palettes.
  • Mascara: Maybelline New York and Benefit Cosmetics are known for their high-quality mascaras.

The Evolution of Makeup Brands: A Colorful History of USA’s Beauty Industry 🎨📜

grayscale photo of group of women sitting on concrete bench

The history of makeup brands in the USA is a long and colorful one, with roots dating back to the early 20th century. According to Byrdie, the first makeup brands in the USA were primarily focused on skincare and fragrance. However, with the rise of Hollywood and the film industry, makeup became more mainstream and brands like Max Factor and Revlon began to emerge. Today, the USA is home to some of the world’s most popular makeup brands, including Fenty Beauty and Huda Beauty. For more information on the cosmetics industry, visit our Cosmetics Industry category.

Key Milestones in Makeup Brand History

Here are some key milestones in the history of makeup brands:

  • 1920s: Max Factor introduces the first commercial makeup line.
  • 1950s: Revlon becomes one of the first makeup brands to offer a wide range of products.
  • 2010s: Fenty Beauty and Huda Beauty launch, offering inclusive shade ranges and high-quality products.

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So, what makes a makeup brand popular? According to The Knowledge Academy, there are several key factors, including quality, price, availability, and marketing. Brands like Maybelline New York and L’Oreal are known for their high-quality products and affordable prices, while brands like Fenty Beauty and Huda Beauty have built a strong online presence through social media and influencer marketing. For more information on beauty tips, visit our Beauty Tips category.

The Role of Social Media in Makeup Brand Popularity

Social media has played a significant role in the popularity of makeup brands, with platforms like Instagram and TikTok allowing brands to connect with customers and showcase their products. According to Statista, the number of social media users in the USA is expected to reach 302 million by 2025.


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Here are the top 25 most popular makeup brands in the USA, based on factors like quality, price, and availability:

  1. Fenty Beauty: Known for its inclusive shade range and high-quality products.
  2. Huda Beauty: Offers a wide range of products, including eyeshadows, lipsticks, and foundations.
  3. MAC Cosmetics: A popular choice among makeup artists and beauty enthusiasts.
  4. Estee Lauder: Offers a range of high-end skincare and makeup products.
  5. Maybelline New York: A classic drugstore brand with a wide range of affordable products.

Rating Table for Top 5 Makeup Brands

Here is a rating table for the top 5 makeup brands:

Brand Quality Price Availability
Fenty Beauty 9/10 8/10 9/10
Huda Beauty 9/10 8/10 9/10
MAC Cosmetics 9/10 7/10 8/10
Estee Lauder 9/10 6/10 8/10
Maybelline New York 8/10 9/10 9/10

1. Fenty Beauty by Rihanna: Revolutionizing Inclusivity in Cosmetics 🌈👑


Video: Fenty Beauty | Makeup demo and tips.







Fenty Beauty, founded by Rihanna, has revolutionized the makeup industry with its inclusive shade range and high-quality products. According to Fenty Beauty, the brand offers a wide range of foundation shades, including shades for darker skin tones. For more information on drugstore makeup, visit our Drugstore Makeup category.

Key Products from Fenty Beauty

Here are some key products from Fenty Beauty:

  • Pro Filt’r Foundation: A long-lasting foundation available in 50 shades.
  • Killawatt Freestyle Highlighter: A highlighter available in several shades.

2. Maybelline New York: The Classic Drugstore Darling with a Modern Twist 🏙️💄


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Maybelline New York is a classic drugstore brand that has been around for decades. According to Maybelline New York, the brand offers a wide range of affordable products, including foundations, eyeshadows, and mascaras. For more information on makeup for beginners, visit our Makeup for Beginners category.

Key Products from Maybelline New York

Here are some key products from Maybelline New York:

  • Great Lash Mascara: A classic mascara that lengthens and volumizes lashes.
  • Fit Me Foundation: A foundation available in several shades.

The Rise of Indie and Clean Beauty Brands: Changing the USA Makeup Landscape 🌿🌟


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In recent years, there has been a rise in indie and clean beauty brands in the USA. According to Byrdie, brands like Kosas and Ilia are known for their natural ingredients and sustainable packaging. For more information on beauty brands, visit our Beauty Brands category.

Key Indie and Clean Beauty Brands

Here are some key indie and clean beauty brands:

  • Kosas: Offers a range of natural and sustainable makeup products.
  • Ilia: Known for its natural and organic ingredients.

How Social Media and Influencers Shape Makeup Brand Popularity in the USA 📱💥


Video: 10 Best Examples of Beauty Brands that nailed Influencer Marketing | Cosmetic Marketing | CI.








Social media and influencers have played a significant role in shaping makeup brand popularity in the USA. According to Influencer Marketing Hub, the number of influencer marketing campaigns in the USA is expected to reach 1.5 million by 2025.

The Role of Influencers in Makeup Brand Marketing

Influencers have become a key part of makeup brand marketing, with many brands partnering with influencers to promote their products. According to Statista, the number of influencer marketing platforms in the USA is expected to reach 1,000 by 2025.

Where to Buy Popular Makeup Brands in the USA: Retailers, Online Shops & Insider Tips 🛍️💻

There are several places to buy popular makeup brands in the USA, including retailers like Sephora and Ulta, and online shops like Amazon. According to Sephora, the brand offers a wide range of makeup products from popular brands like Fenty Beauty and Huda Beauty.

Key Retailers and Online Shops

Here are some key retailers and online shops:

  • Sephora: Offers a wide range of makeup products from popular brands.
  • Ulta: Offers a wide range of makeup products from popular brands.
  • Amazon: Offers a wide range of makeup products from popular brands.

Tips for Choosing the Perfect Makeup Brand for Your Skin Type and Style 🎯💖


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Choosing the perfect makeup brand for your skin type and style can be overwhelming, but there are several tips to keep in mind. According to Byrdie, it’s essential to consider your skin type, tone, and concerns when choosing a makeup brand.

Key Tips for Choosing a Makeup Brand

Here are some key tips for choosing a makeup brand:

  • Consider your skin type: Choose a brand that offers products suitable for your skin type.
  • Read reviews: Read reviews from other customers to get an idea of the brand’s quality and performance.

How to Spot Fake Makeup Brands and Avoid Counterfeits in the USA Market 🚫🔍


Video: Drs. Investigate: Is Your Makeup Actually Counterfeit?








Spotting fake makeup brands and avoiding counterfeits is essential in the USA market. According to FDA, counterfeit makeup products can be hazardous to your health.

Key Tips for Spotting Fake Makeup Brands

Here are some key tips for spotting fake makeup brands:

  • Check the packaging: Check the packaging for any signs of tampering or poor quality.
  • Check the price: If the price is significantly lower than the original price, it may be a counterfeit product.

Video: Eco-Friendly Beauty: Sustainable Makeup Brands Worth Your Money.







Sustainability and ethical practices are becoming increasingly important in the makeup industry. According to Byrdie, brands like Kosas and Ilia are known for their sustainable packaging and natural ingredients.

Key Sustainable and Ethical Makeup Brands

Here are some key sustainable and ethical makeup brands:

  • Kosas: Offers a range of natural and sustainable makeup products.
  • Ilia: Known for its natural and organic ingredients.

Celebrity Collaborations and Limited Editions: The Hottest USA Makeup Brand Drops 🔥🎉


Video: 10 Most EPIC Celebrity Makeup And Cosmetic Brand Collaborations.








Celebrity collaborations and limited editions are a great way for makeup brands to create buzz and excitement. According to Byrdie, brands like Fenty Beauty and Huda Beauty have collaborated with celebrities like Rihanna and Kylie Jenner.

Key Celebrity Collaborations and Limited Editions

Here are some key celebrity collaborations and limited editions:

  • Fenty Beauty x Rihanna: A limited edition collection featuring Rihanna’s favorite products.
  • Huda Beauty x Kylie Jenner: A limited edition collection featuring Kylie Jenner’s favorite products.

Customer Reviews and Feedback: What USA Consumers Really Think About Their Favorite Brands 🗣️⭐


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Customer reviews and feedback are essential for makeup brands to understand what their customers like and dislike about their products. According to Trustpilot, customers can leave reviews and feedback on websites like Sephora and Ulta.

Key Customer Review Platforms

Here are some key customer review platforms:

  • Sephora: Offers customer reviews and feedback on its website.
  • Ulta: Offers customer reviews and feedback on its website.

Budget Breakdown: Best Makeup Brands for Every Wallet Size in the USA 💰💄

Makeup brands can range from affordable to very expensive, so it’s essential to consider your budget when choosing a brand. According to Byrdie, brands like Maybelline New York and L’Oreal offer affordable products, while brands like Fenty Beauty and Huda Beauty offer higher-end products.

Key Budget-Friendly Makeup Brands

Here are some key budget-friendly makeup brands:

  • Maybelline New York: Offers a range of affordable products.
  • L’Oreal: Offers a range of affordable products.

Innovations in Makeup: How USA Brands Are Pushing Boundaries with Technology and Formulas 🚀🔬


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USA makeup brands are constantly innovating and pushing boundaries with new technologies and formulas. According to Byrdie, brands like Fenty Beauty and Huda Beauty are using new technologies like artificial intelligence and machine learning to create personalized products.

Key Innovative Makeup Brands

Here are some key innovative makeup brands:

  • Fenty Beauty: Offers a range of innovative products, including personalized foundation shades.
  • Huda Beauty: Offers a range of innovative products, including eyeshadows and lipsticks with unique formulas.

Makeup Brand Loyalty Programs and Perks: How to Get More Bang for Your Buck 🎁💳


Video: 10 Innovative Customer Loyalty Programs (And How To Start Yours).








Makeup brand loyalty programs and perks can be a great way to get more bang for your buck. According to Sephora, the brand offers a loyalty program that rewards customers with points and exclusive offers.

Key Loyalty Programs and Perks

Here are some key loyalty programs and perks:

  • Sephora: Offers a loyalty program that rewards customers with points and exclusive offers.
  • Ulta: Offers a loyalty program that rewards customers with points and exclusive offers.

To shop for your favorite makeup brands, visit:

Conclusion: Which Makeup Brand Truly Reigns Supreme in the USA? 👑🇺🇸

woman with pink and gold eyeshadow makeup

After diving deep into the vibrant world of makeup brands in the USA, it’s clear that there isn’t a one-size-fits-all champion—but some brands definitely stand out as crowd favorites for good reasons. Brands like Fenty Beauty have revolutionized inclusivity with their extensive shade ranges and innovative formulas, making them a top pick for diverse skin tones. Meanwhile, classics like Maybelline New York continue to win hearts with affordable, reliable products that cater to beginners and pros alike.

Positives and Negatives of Top Brands

Brand Positives Negatives
Fenty Beauty Inclusive shades, high-quality formulas, celebrity-driven buzz Slightly higher price point, some products may not suit dry skin
Maybelline Affordable, widely available, great for beginners Limited luxury feel, some formulas less long-lasting
MAC Cosmetics Professional-grade, bold colors, extensive shade range Pricey, can feel intimidating for beginners
Huda Beauty Trendy, innovative palettes, strong social media presence Limited availability in some regions, some products heavy
Estee Lauder Luxurious, skincare-infused makeup, long-lasting Premium price, less accessible for budget shoppers

Our Confident Recommendation

If you’re looking for inclusive, innovative, and high-performing makeup, Fenty Beauty is a must-try. For those on a budget or just starting out, Maybelline New York offers a fantastic gateway into the makeup world without breaking the bank. And if you crave professional artistry and bold looks, MAC Cosmetics remains a timeless staple.

Remember, the “best” brand is the one that fits your skin type, style, and budget perfectly. Don’t hesitate to experiment and explore the diverse landscape of USA makeup brands — your perfect match is waiting! 💄✨

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

The top 5 makeup brands, based on search volume, social media presence, and consumer feedback, are:

  1. Huda Beauty — Known for bold palettes and influencer-driven hype.
  2. Anastasia Beverly Hills — Famous for brow products and glam essentials.
  3. Fenty Beauty — Inclusive shade range and innovative formulas.
  4. MAC Cosmetics — Professional-grade, iconic products.
  5. Morphe Cosmetics — Affordable palettes and influencer collaborations.

These brands dominate because they combine quality, innovation, and strong marketing, making them favorites among both consumers and makeup artists.

Which makeup brand is best for beginners in the US market?

For beginners, Maybelline New York and NYX Professional Makeup are excellent choices. They offer:

  • Affordable prices
  • Easy-to-use products
  • Wide availability in drugstores and online
  • Tutorials and beginner-friendly product lines

These brands allow newcomers to experiment without a big investment, making the learning curve less intimidating.

Popular products include:

  • Foundations with broad shade ranges (e.g., Fenty Pro Filt’r, Maybelline Fit Me)
  • Mascaras that volumize and lengthen (e.g., Maybelline Lash Sensational)
  • Eyeshadow palettes with versatile shades (e.g., Huda Beauty Desert Dusk)
  • Lipsticks and glosses in trendy shades (e.g., MAC Retro Matte, NYX Butter Gloss)

These staples reflect a mix of everyday wear and glam looks, catering to diverse preferences.

How do I choose the right makeup brand for my skin type and tone in the USA?

Choosing the right brand depends on:

  • Skin type: Oily skin benefits from mattifying formulas (e.g., Fenty Beauty Pro Filt’r), dry skin thrives with hydrating products (e.g., Ilia Beauty).
  • Skin tone: Look for brands with inclusive shade ranges like Fenty Beauty or Anastasia Beverly Hills.
  • Allergies/sensitivities: Opt for clean or dermatologist-tested brands like Clinique or Tower 28.
  • Budget: Drugstore brands like Maybelline offer great value; luxury brands like Estee Lauder provide premium ingredients.

Test products in-store or order samples online to find your perfect match.

How do social media and influencers impact makeup brand popularity?

Social media platforms like Instagram and TikTok have transformed how makeup brands connect with consumers. Influencers create tutorials, reviews, and viral trends that can skyrocket a brand’s popularity overnight. Brands like Huda Beauty and Fenty Beauty have leveraged influencer marketing to build loyal communities and generate buzz. For consumers, this means easier access to honest reviews and trend inspiration.

Absolutely! Consumers increasingly demand clean, cruelty-free, and sustainable products. Brands like Kosas, Ilia, and Tower 28 are gaining traction for their commitment to natural ingredients and eco-friendly packaging. This trend reflects a broader shift toward conscious beauty choices in the USA market.

We hope this comprehensive guide helps you navigate the dazzling world of USA makeup brands with confidence and flair! Ready to glam up? 💋

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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