21 Best Eyeshadow Brands

Eyeshadow is a makeup staple. The perfect eyeshadow can set the tone for your overall look. Most people choose eyeshadows based only on shade, form, and textural elements, such as matte, metallic, and shimmer. Consider other attributes to find the best eyeshadow palettes. Does the product blend nicely with your favorite lipstick, foundations, concealers, and mascaras? Can you apply it quickly and easily? Does the eyeshadow have a high-impact color payoff? How long does it last? Don’t forget to check whether the product is safe for humans, animals, and the environment. But which are the best eyeshadow brands?

Here’s a comprehensive analysis of the 21 best eyeshadow brands:

1. Pat McGrath Labs

No one deserves the “Queen of Eyeshadow” title more than Dame Pat McGrath, the founder of Pat McGrath Labs. Her legendary jumbo eyeshadow palettes are synonymous with glitzy, stylish makeup. The brand’s eyeshadows cater to all consumers, from fashion-forward youths to seniors seeking to reignite the childhood fun of playing princess. Buy Pat McGrath Labs eyeshadow palettes on Amazon.

Image source: Pat McGrath Labs

Pat McGrath Labs is known for its Mothership eyeshadow palettes. This series has several versions, including the Mothership V and IX. In 2024, Pat McGrath Labs introduced the new Mothership VII Eyeshadow Palette: Divine Rose Collection. It offers 10 ultra-pigmented shades and costs $128. [1]

Pros: Pat McGrath Labs sets the standards in the eyeshadow niche. The brand’s palettes are more luxurious, pigmented, and wearable than many alternatives. Whether you prefer matte, metallic, or astral colors, Pat McGrath Labs’ Mothership, with 10 rich hues, can fulfill your desires.

Cons: Pat McGrath’s eyeshadow palettes are pricey. Its Mothership series costs between $128 and $300. If you need a cheaper option, consider Pat McGrath’s new $15 FetishEYES Longwear Liquid Eye Shadow.

Price Range: $15-$300

2. Maybelline New York

Maybelline is the world’s leading cosmetics brand, founded in 1914 by Tom Williams and his wife, Maude Williams. The brand offers eyeshadow palettes, mascaras, lipsticks, eyeliners, and other beauty products in over 120 countries. Its eyeshadow line includes Blushed Nudes, Color Tattoo, Shadow Blocks, 24k Nudes, City Mini, and Expert Wear. Visit the Maybelline store on Amazon.

Image source: Maybelline

Maybelline is a purpose-driven cosmetic brand. The company launched its Brave Together initiative in 2020 to support global efforts against anxiety and depression. This program has committed to donate $10 million over five years. In Sep 2024, Maybelline reintroduced its pop culture phenomenon, “Maybe It’s Maybelline,” to convey its values. [2]

Pros: Maybelline has offered high-quality cosmetics for over 110 years. It is one of the most affordable eyeshadow brands. 

Cons: Maybelline may be too wild and bold for some conservatives.

Price Range: $7.40-$12

3. Urban Decay

Urban Decay is a high-performance cosmetics brand founded in 1996 and based in Newport Beach, California. The brand disrupted the beauty industry with its Naked Eyeshadow Palette. This collection has dominated makeup counters globally thanks to its cult-like following. In Aug 2024, Urban Decay relaunched its iconic original Naked Eyeshadow Palette. The urbandecay.com website sold 60% of the stock in the first 48 hours and sold out within a month. Visit the Urban Decay store on Amazon. [3] 

Image source: Urban Decay

Pros: Urban Decay is the go-to eyeshadow brand for those who relish their individuality and embrace their unique attributes. Its cruelty-free, high-performance products are versatile. For example, you can apply the Naked2 Basics Eyeshadow Palette to absorb light in the crease and bottom lash line or gently brush into the hollows to subtly deepen your cheek contour.

Cons: Each Urban Decay top-end Naked Eyeshadow Palette costs $59. This series doesn’t offer cheaper alternatives. However, they are worth every penny. 

Price Range: $18-$59

4. Dior

Dior is a French luxury fashion house founded in 1946 by renowned designer Christian Dior. The brand offers over 45 eyeshadow palettes with aesthetically designed cases. Its top sellers include the Dior Backstage and Coral Neutrals. In Aug 2024, Dior launched a new makeup collection featuring the House’s Plan de Paris pattern. The ensemble has the Diorshow 5 Couleurs with four eyeshadow palettes and the Diorshow Stylo ultra-creamy eyeliner. [4]

Image source: Dior

Pros: Dior offers a comprehensive eyeshadow lineup. Its Dior Backstage Eyeshadow Palette is a well-rounded color story with quality shadows. If you seek a warm, summer-ready palette, consider Dior’s Coral Neutrals. Both deliver luxury powders in beautiful cases.  

Cons: Dior only caters to beauty lovers who prefer eyeshadow palettes. It doesn’t offer liquid and cream eyeshadows. 

Price Range: $57-$70

5. L’Oreal Paris

L’Oreal is a French beauty brand owned by the L’Oreal Group, one of the world’s largest cosmetic companies. Its parent company has over 110 years of experience in the beauty care sector. In Jan 2024, L’Oreal showcased its new AI-powered Beauty Genius technology at CES. This tech offers beauty advice, skin diagnostics, and personalized products. Visit the L’Oreal Paris store on Amazon. [5]

Image source: L’Oreal Paris

Pros: L’Oreal Paris is an innovative beauty brand. It offers quality, affordable eyeshadow palettes ranging from $5.99 to $14.99. You can use L’Oreal’s new Beauty Genius AI tool to try different eyeshadow shades virtually and choose the best option for your skin and look. 

Cons: Although L’Oreal Paris is a leading beauty brand, it isn’t known for its eyeshadows. It offers very few eyeshadow options.

Price Range: $5.99-$14.99

6. Huda Beauty

Huda is a beauty brand launched in 2013 by makeup mogul Huda Kattan. The brand offers makeup, skincare, fragrance, and beauty tools. Its top-selling eyeshadows include the Nude Palette and Color Block Obsessions. Check Huda eyeshadow palettes on Amazon.

Image source: Huda Beauty

A 2023 Salience Search report confirmed that Huda is the UK’s most prominent beauty retailer, with 74,000 monthly searches. It is an influential beauty brand with over 54.1 million loyal followers. In 2024, Huda introduced new Cherry Blossom and Lychee pink-toned shades to its #FAUXFILTER Color Corrector. Its 2024 launches also feature the Easy Bake shade in Peach Pie for all powder offerings. [6]

Pros: Huda offers innovative beauty products. Its comprehensive eyeshadow collection includes matte, pretty grunge, wild obsessions, nude, metallic, love fest, naughty, and rose quartz.

Cons: Huda doesn’t offer eyeshadows for less than $15.

Price Range: $16.10-$69

7. Estée Lauder

Estée Lauder is one of the world’s largest cosmetics companies. The brand is revered by makeup stylists, celebs, and consumers in the eyeshadow market. In Oct 2024, Estée Lauder released its Holiday Blockbuster Gift Set for the 2024 season. The collection includes 6 customer favorites and limited-edition lipsticks, lip glosses, and eyeshadow palettes. Check Estée Lauder eyeshadows on Amazon. [7]

Image source: Estée Lauder

Pros: Estée Lauder excels across cosmetics categories, from eyeshadow palettes to mascaras, face powders, foundations, lipsticks, and fragrances. You can buy Estée Lauder beauty care sets with eyeshadows and other items you need from a single trusted brand.

Cons: Estée Lauder eyeshadows cost more than the market’s average price.

Price Range: $28-$60

8. NARS

NARS is a French beauty care brand founded in 1994 by makeup artist François Nars. The brand launched its cosmetics line with twelve lipsticks and expanded the portfolio to include eyeshadows. Its single-shade eyeshadow formula offers intense color payoff in a single swipe. In Sep 2024, NARS released its new ‘24 Karat collection for the 2024 holiday season. The limited-edition collection includes products and sets with unique formulas and shades for $22 to $60. You can buy NARS eyeshadow on Amazon. [8]

Image source: NARS Cosmetics

Pros: NARS is known for its quality makeup. Many stylists recommend the NARS Single Eyeshadow collection, with several finishes and shades, from matte to glitter, green, and nude. If you seek a compact all-in-one pack, consider the NARS Mini Voyageur Eyeshadow Palette. It offers three shade waves and six eyeshadows, perfect for traveling.

Cons: NARS’s top-end eyeshadows can be pricey. 

Price Range: $22-$60

9. MAC Cosmetics

MAC is a Canadian cosmetics brand founded in 1984 by Frank Toskan and Frank Angelo in Toronto. Its first professional product line focused on eyeshadows, lipsticks, foundations, and pencils. The brand operates over 200 MAC stores and designs private label collections for retailers like Nordstrom, Bloomingdales, and Sephora. In Sep 2024, MAC released a preview of its new limited-edition Gift of Gold collection for the 2024 holiday season. You can buy MAC eyeshadows on Amazon. [9]

Image source: MAC Cosmetics

Pros: MAC offers beautiful eyeshadow palettes for all fashion-forward wearers. Its colors are buildable, complementary, and versatile. You can find MAC eyeshadow palettes for different occasions, from formal evening events to birthdays and weddings.

Cons: Most MAC eyeshadows cost over $25, with several top-end options for around $100. 

Price Range: $11-$105

10. Natasha Denona

Natasha Denona is a beauty brand founded by makeup artist Natasha Denona. This brand offers a comprehensive eyeshadow lineup, including versatile palettes and single shadows. In Jun 2024, Natasha Denona added the new Golden Eyeshadow Palette to its Golden Collection. The 15-shade palette costs $69. Check Natasha Denona’s eyeshadows on Amazon. [10]

Image source: Natasha Denona

Pros: Natasha Denona offers an extensive eyeshadow variety, from multi-shade palettes to single shadows. Several renowned makeup artists have endorsed the Natasha Denona Mini Love Eyeshadow Palette, Gold Palette, and Duo Chrome Top Coat.

Cons: Natasha Denona’s top-end eyeshadow palettes are expensive, up to $175. 

Price Range: $21.99-$175.99

11. Bobbi Brown Cosmetics

Bobbi Brown is an American cosmetics brand founded in 1991 by Bobbi Brown, a renowned makeup artist and entrepreneur. She launched her eponymous brand with a few lipsticks and sold 100 pieces daily at Bergdorf Goodman, NYC. The demand enticed other retailers like Neiman Marcus to stock her lipsticks countrywide. Brown sold the brand for $75 million and quit the company in 2016. Today, Bobbi Brown is a billion-dollar beauty brand with one of the best eyeshadow lineups. Check Bobbi Brown’s eyeshadows on Amazon. [11]

Image source: Bobbi Brown Cosmetics

Pros: Bobbi Brown pioneered the no-makeup makeup look. Its eyeshadows enhance beauty subtly. They can add glamour to your stylish look without proclaiming the makeup.

Cons: Bobbi Brown’s no-makeup makeup look may not appeal to all beauty lovers.  

Price Range: $17.50-$69

12. Charlotte Tilbury

Charlotte Tilbury is a British cosmetics brand founded by Charlotte Tilbury. The brand offers sensational eyeshadows, including the Eyes to Mesmerize Cream, Luxury Palette, and Pillow Talk. In Sep 2024, Charlotte Tilbury released its beauty advent calendar and a bejeweled red heart-shaped chest packed with goodies. Explore Charlotte Tilbury eyeshadows on Amazon. [12]

Image source: Charlotte Tilbury

Pros: Charlotte Tilbury is known for its sensational makeup products. Its eyeshadows are super pigmented, easy to blend, and compact, perfect for traveling. Many beauty lovers are obsessed with Charlotte Tilbury’s Eyes to Mesmerize Cream and Luxury Palette.

Cons: Charlotte Tilbury’s eyeshadow palettes can be pricey.

Price Range: $35-$99

13. Makeup by Mario

Makeup by Mario is a cosmetics brand founded by iconic makeup artist Mario Dedivanovic. The brand offers a range of high-quality products, including stunning eyeshadows. Reach for the Master Metals Eyeshadow Palette if you prefer a metallic finish or the Master Mattes Eyeshadow Palette if you like to keep things matte. Want to mix it up? Play with hues from both palettes for a dimensional eyeshadow look. Buy Makeup by Mario’s Master Mattes Eyeshadow Palette on Amazon.

Image source: Makeup by Mario

Pros: Makeup by Mario is known for its stunning eyeshadows. The brand gives you access to professional-grade palettes and single shadows created by a legendary makeup artist. 

Cons: The brand doesn’t offer cheap eyeshadows. However, it is worth every penny.

Price Range: $25-$68

14. LA Colors

LA Colors is a beauty brand founded by two sisters in Los Angeles. The brand offers high-quality, affordable makeup and nail products through over 8,000 retail stores globally. Its 2024 eyeshadow collection has 20 items, including Neon Shock, Gelly Glam, Metal Eye, Berry Blend, Shimmer, and Sweet! Visit the LA Colors store on Amazon. 

Image source: LA Colors

Pros: LA Colors is one of the most affordable eyeshadow brands. Its cheapest eyeshadow costs only $2.50.  

Cons: LA Colors’ eyeshadow collection has limited color depth and palette variety.  

Price Range: $2.50-$8.50

15. About-Face Beauty

About-Face is a celebrity makeup brand launched by Natalie Sperling, Ashley Frangipane, Dineh Mohajer, and Jeanne Chavez. This fast-growing brand is grabbing market share and consumers’ attention thanks to its best-in-class eyeshadows. If you prefer glittery looks, consider the Fractal Glitter Eye Paints. Its multi-functional Matte Fluid Eye Paints offer richly pigmented and long-wearing eyeshadows.

Image source: About-Face

Pros: About-Face is perfect for those who prefer eyeshadow fluids over powders. It excels in multi-functional eyeshadows. For example, the $24 Matte Fluid Eye Paints has 31 shades.

Cons: About-Face doesn’t offer cheap eyeshadows for less than $10.

Price Range: $13-$43

16. Morphe

Morphe specializes in eyeshadows, makeup brushes, and lipsticks. Its best-selling eyeshadow palettes include Rich & Foiled Artistry and Nude Ambition. In Jul 2024, Forma Brands UK Limited acquired Morphe to preserve its online and wholesale operations. The new owners closed 8 Morphe retail stores in the UK to help the brand overcome the financial challenges in the brick-and-mortar business. Visit the Morphe store on Amazon. [13]

Image source: Morphe

Pros: Morphe is the go-to brand for luxe quality, budget-friendly eyeshadows. The Morphe 35o Supernatural Glow Artistry Palette is perfect for bridal and vacation looks. If you seek to add more color to your eyeshadow collection, consider the Morphe 35X Big Primpin’ Artistry Palette.

Cons: Morphe’s ongoing financial challenges can disrupt supply and accessibility. 

Price Range: $10-$44

17. Tarte

Tarte Cosmetics is a fast-growing, NY-based cosmetics brand founded in 1999 by Maureen Kelly. Its eyeshadow palettes include the Maneater after Dark, Tartelette in Bloom, Golden Era, Sweet-Tarte, Leave your Mark, Positive Vibes, Big Ego, Breezy, and Dream Always. In Oct 2024, Tarte hosted a 12-hour live #StormOfLove fundraiser on TikTok to help victims of the destructive Category 4 Hurricane Helene. The brand’s founder & CEO, Maureen Kelly, matched all donations up to $250,000. Check Tarte eyeshadow palettes on Amazon. [14]

Image source: Tarte Cosmetics

Pros: Tarte pioneered high-performance naturals. It is America’s #1 concealer brand, 85% vegan, and provides cruelty-free, life-proof products with good-for-you ingredients.

Cons: Tarte is known for its concealers, not eyeshadows. However, the brand has a decent eyeshadow lineup.

Price Range: $25-$54

18. Patrick Ta

Patrick Ta is one of the newest brands in the eyeshadow scene. It was founded in 2019 by Patrick Ta, Mina Minasyan, and Avo Minasyan. The brand offers only the Major Dimension Eyeshadow Palette with three versions: Original, II, and III. In Oct 2024, Patrick Ta collaborated with Barbie on a new PINK beauty line. It is the brand’s first-ever collaboration. Buy Patrick Ta’s eyeshadow palettes on Amazon. [15]

Image source: Patrick Ta

Pros: Patrick Ta offers access to products designed by Hollywood’s most esteemed makeup artist, trusted by models like Gigi Hadid and Sydney Sweeney. Its Major Dimension eyeshadow palettes have 10 colors with unique textures and formulas, from cream bases to velvety mattes. Each provides a rich color payoff.

Cons: Patrick Ta offers only three eyeshadow palettes for $70.

Price: $70

19. elf Cosmetics

Elf is a cosmetics brand founded in 2004 to offer professional-quality, affordable makeup and skincare products. Its eyeshadow palettes include the Perfect 10, New Classics, and 18 Hit Wonders. The brand also provides stick, cream, and liquid eyeshadows with matte, glitter, and metallic shades. Visit the elf store on Amazon.  

Image source: elf Cosmetics

Elf offers affordable, vegan, and cruelty-free beauty products. Whether you seek liquids, creams, sticks, or palettes, Elf’s comprehensive eyeshadow collection can fulfill your needs.

Cons: Some consumers complain about quality issues with Elf’s products.

Price Range: $3-$14

20. ILIA Beauty

ILIA is a beauty brand founded in 2011 to create clean, organic products. The brand thrives to deliver skin health benefits to each customer. Its eyeshadow collection has only two items: the Necessary Eyeshadow Palette for $40 and Liquid Powder Eye Shadow Tint for $28. Visit the ILIA Beauty store on Amazon.

Image source: ILIA Beauty

Pros: ILIA’s Necessary Eyeshadow Palette is Talc-free and cleanly formulated with a buttery texture for a smooth application. It offers six shades in matte, satin, and metallic finishes, allowing you to create the perfect look for any mood or moment.

Cons: ILIA limits your options to one eyeshadow palette for $40 and one liquid shadow tint for $28. This brand may not meet the needs of all beauty lovers.

Price Range: $28-40

21. Rare Beauty

Rare Beauty is a new makeup and cosmetics brand. It was founded by Selena Gomez in 2020. The brand offers an eyeshadow stick and two palettes, Discovery: Came to Play and Discovery: Give Yourself Grace. If you prefer liquid-to-powder formulas, consider the Stay Vulnerable Liquid Eyeshadow. Buy Rare Beauty eyeshadows on Amazon. 

Image source: Rare Beauty

Pros: Although Rare Beauty is less than five years old, it is already poaching customers from global cosmetics giants with only two palettes. Its Discovery Eyeshadow Palette offers seven crease-resistant shades. Many celebs and makeup artists are obsessed with this product because it wears beautifully on the skin.

Cons: Rare Beauty limits your options to 2 palettes and one liquid eyeshadow.  

Price Range: $22-$29

 References & more information

1. Knot, A. (2024, May 13). The 13 best Pat McGrath Labs products for every look: Tested & Reviewed. InStyle
2. Maybelline New York (2024, Sep 3). Maybelline New York brings back its iconic 90’s jingle, “Maybe It’s Maybelline.” PRNewswire
3. Urban Decay (2024, Sep 23). Urban Decay Relaunches Iconic Original Naked Eyeshadow Palette. PRNewswire
4. Richardson, S. (2024, Aug 5). Dior launches a new makeup collection featuring its Plan de Paris motif. The Glass Magazine
5. L’Oreal (2024, Jan 12). L’Oreal at CES 2024: Discover how we’re shaping the future of beauty. LOreal.com
6. Martin, R. (2024, Sep 24). Huda Kattan explains why her new Color Correctors are Game-Changing Beauty Products. Grazia Daily
7. BV Staff (2024, Oct 6). Estée Lauder 2024 Holiday Blockbuster Gift Set. BeautyVelle.com
8. NARS Cosmetics (2024, Sep 17). NARS Cosmetics launches the ’24 Karat Holiday Collection. Beauty Velle
9. MAC Cosmetics (2024, Sep 23). Sneak Peek! MAC Cosmetics 2024 Holiday Palettes & Gift Sets. BeautyVelle.com
10. Beauty Velle (2024, Jun 2). Sneak Peek! Natasha Denona Golden Eyeshadow Palette. BeautyVelle.com
11. Fetto, F. (2024, Feb 25). “I became myself again”: makeup guru Bobbi Brown on a lifetime perfecting the natural look. The Guardian
12. Mulley, L. (2024, Sep 17). Details about this year’s Charlotte Tilbury advent calendar have just dropped. The Mirror
13. GCN Staff (2024, Aug 12). Morphe Cosmetics Sold to Forma Brands. Global Cosmetics News
14. Tarte (2024, Oct 1). Tarte Cosmetics hosts 2024 #StormOfLove TikTok Live with content creators. PRNewswire
15. Yates, J. (2024, Oct 4). Tarte Cosmetics hosts 2024 #StormOfLove TikTok Live with content creators. Good Morning America
16. Featured Image by freestocks

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