12 Best Makeup Brands

The best makeup products do more than enhance beauty. They can help you create the perfect look that conveys your identity and individuality. To improve your selection and decision-making, analyze the pros and cons of each makeup brand. Remember, beauty brands aren’t created equal. Luxury companies appeal to consumers seeking high-end products with high price points. You can also purchase high-quality cosmetics from celebrity-driven labels like Fenty and Charlotte Tilbury. Affordable options include e.l.f. and Maybelline. But which are the best makeup brands?

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1. Maybelline New York

Maybelline is a New York-based makeup brand founded in 1915. Its top-selling products include the Fit Me Matte foundation, Lash Sensational Sky-High mascara, and Instant Age Rewind Perfector 4-in-1 Glow makeup. The brand collaborates with models, pop icons, and TikTok influencers. In Sep 2025, Maybelline selected multi-platinum recording artist Miley Cyrus as its new global spokesperson. It offers expressive makeup products and celebrates meaningful values and self-expression. Visit the Maybelline store on Amazon. [1]

Image source: Maybelline

Pros: Maybelline is an affordable makeup brand offering versatile complexion products. For example, Maybelline’s Fit Me Matte costs $18, compared to $90 for Estee Lauder Double Wear. It sells high-end performance foundations, mascaras, lipsticks, blushes, eyeshadows, and brow gels at drugstore pricing in over 120 countries.

Cons: Some consumers report that Maybelline foundations have a shorter wear period than higher-end products.

Price Range: $10-$25

2. Fenty Beauty

Fenty Beauty is an inclusive makeup brand based in San Francisco, California. Rihanna partnered with LVMH in 2017 to launch Fenty. Its top-selling foundations include the Pro Filt’r Soft Matte, Soft’lit Naturally Luminous, and Eaze Drop Blur + Smooth Tint Stick. In Oct 2025, TIME Magazine recognized Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation in its Best Inventions Hall of Fame 2025. This product has over 40 shades and a soft-matte finish formula. [2]

Image source: Amazon

Pros: Fenty Beauty offers inclusive shades for all skin tones. Its Pro Flit’r Soft Matte delivers lightweight, medium-to-full coverage with a radiant, pore-smoothing and soft-matte finish that resists sweat and humidity. You can buy the Soft’lit long-wear foundation to hydrate your skin.

Cons: Some customers complain that Fenty Beauty’s foundation has a heavy feel. Its makeup products cost more than cosmetics from drugstore brands, like Maybelline.

Price Range: $32-$93.50

3. Natura Brasil

Natura Brasil is a Brazilian beauty and personal care brand, founded in 1969. It is one of the top-selling makeup brands in 14 Latin American countries. Consumers can access Natura’s products through over 3 million beauty consultants, e-commerce platforms, over 1,000 stores, and the Natura app. In 2014, Natura became the first publicly traded company to receive the B Corp certification from B Lab. It was recognized for combining profit with positive social and environmental impact. Visit the Natura store on Amazon. [3]

Image source: Natura

Pros: Natura offers innovative makeup with vibrant colors and skin-friendly formulations. Its products appeal to consumers who prioritize beauty and environmental consciousness. The brand has integrated bioactives from Brazil’s socio-biodiversity in its cosmetics for over 25 years. This sustainability initiative benefits communities and conserves 2.2 million hectares of forest in the Amazon.

Cons: Natura’s makeup collection isn’t extensive. Its top-of-the-line products can be pricey.

Price Range: $13-$58

4. MAC Cosmetics

MAC is a cosmetics brand founded in 1984 in Toronto, Canada, and based in NYC. This Estee Lauder subsidiary has expanded to over 130 countries through word-of-mouth endorsements from artists, photographers, models, and journalists. In Oct 2025, MAC Cosmetics announced its plan to launch in US Sephora locations and Sephora at Kohl’s. You can buy MAC’s makeup on Sephora.com or in Sephora stores in 2026. Amazon also offers MAC products. [4]

Image source: Amazon

Pros: MAC offers high-performance makeup and professional-grade products. The brand serves beauty enthusiasts, professional makeup artists, and everyday consumers of all ages, races, and genders. Its bold colors and long-lasting pigments appeal to makeup professionals.

Cons: MAC is a prestige makeup brand. Its high-performance products can be pricey.

Price Range: $16-$70

5. e.l.f. Cosmetics

E.l.f. is a drugstore makeup brand founded in 2004 and based in Oakland, California. Its top-selling product is Halo Glow Liquid Filter. The brand relies on TikTok to understand and address its customers’ needs. For example, e.l.f. released a new serum after TikTok followers requested a more affordable alternative to Drunk Elephant’s buzzy serum. Its serum costs $12, compared to $39 for Drunk Elephant’s product. Visit the e.l.f. store on Amazon. [5]

Image source: e.l.f. Cosmetics

Pros: e.l.f. offers affordable, vegan, cruelty-free makeup products. You can rely on the brand to access high-quality, budget-friendly mascaras, lipsticks, and foundations. Join the elf TikTok community to learn the best makeup routines.

Cons: Some customers argue that e.l.f.’s products are lower-quality “dupes” for popular items from luxury brands.

Price Range: $5-$22

6. Lakmé

Lakmé is one of India’s best makeup brands, founded in 1952 by the Tata Group. Tata sold Lakmé to Hindustan Unilever in 1996. Its name is the French version of Lakshmi, the Hindu goddess of wealth and beauty. In Apr 2025, the brand showcased its makeup products at Lakmé Fashion Week 2025. The event featured Lakmé’s 9to5 Hya Matte Foundation, Hya Matte Liquid Lipstick, and Glitterati Chroma Chic Eye Shadow Palette. You can buy Lakmé products on Amazon. [6]

Image source: Lakmé India

Pros: Lakmé is an affordable makeup brand offering beginner-friendly products. It partners with the Fashion Design Council of India (FDCI) to empower fashion-conscious consumers and designers. You can buy Lakmé’s foundations and creams to nourish and moisturize your skin.

Cons: Lakmé’s hues can be heavy and repetitive. The brand specializes in hair care products rather than makeup.

Price Range: $5.75-$38

7. Rare Beauty

Rare Beauty is a vegan, cruelty-free makeup brand founded in 2020 by Selena Gomez. It aims to break down unrealistic standards of perfection. In Nov 2025, Rare Beauty was named the most popular celebrity beauty brand of 2025 in Fresha’s new report. It earned the top spot with a 9.48 out of ten ranking, outperforming Kylie Cosmetics, Fenty Beauty, and Rhode. The brand had over 11.6 million annual Google searches, 8.4 million Instagram followers, and 4.9 million fans on TikTok as of Sep 2025. You can buy Rare Beauty’s makeup on Amazon. [7]

Image source: Amazon

Pros: Rare Beauty believes every person is unique. It celebrates individuals’ uniqueness and identity by offering products with inclusive shades. You can rely on Rare Beauty’s makeup to enhance your authentic beauty and look.

Cons: Rare Beauty isn’t the best option for budget-conscious consumers. Its makeup can be pricey.

Price Range: $19-$75

8. L’Oreal Paris

L’Oreal Paris is one of Europe’s best makeup brands, founded in 1909 in France. It blends beauty, science, and technology to meet consumers’ needs. In Jan 2025, L’Oreal launched its new Cell BioPrint device at CES 2025. You can use this skin assessment tool to access precise information on your skin type. It can help select the best makeup products for your skin. Visit the L’Oreal Paris store on Amazon. [8]

Image source: L’Oreal Paris

Pros: L’Oreal Paris offers affordable, skin-first formulas with scientific backing. It combines dermatology with beauty, creating innovative makeup products.

Cons: On EthicalConsumer.org, L’Oreal has the worst rating for animal testing. The brand tests its products on animals in China. Naturewatch has boycotted L’Oreal since 2000. [9]

Price Range: $6.99-$47.99

9. Charlotte Tilbury

Charlotte Tilbury is a British makeup brand founded in 2013. It was established by celebrity makeup artist Charlotte Tilbury to empower women with her experience. In Sep 2025, the brand launched its 2025 Holiday Collection. It includes the Airbrush Flawless Mini Setting Spray Kit, Hollywood Mini Lip Trio, and Star Confidence Perfume Set. Visit Amazon. [10]

Image source: Charlotte Tilbury

Pros: Charlotte Tilbury offers high-end makeup with a flawless finish. You can rely on the brand to craft confidence-boosting looks similar to what Tilbury creates for her celebrity clients. Its easy-to-use products and wearable shades can help you get a taste of Hollywood’s red carpet glamour.

Cons: Charlotte Tilbury is a celebrity-forward, artist-inspired makeup brand specializing in Hollywood glamour. Its high-end products are expensive. For example, Celine Dion wore the $100 Magic Cream Moisturizer, $35 Big Lip Plumpgasm, $69 Hollywood Instant Look, and $32 Hollywood Superstar Glow for Charlotte Tilbury’s 2025 holiday campaign. [11]

Price Range: $30-$342

10. NYX Professional Makeup

NYX is an LA-based makeup brand founded in 1999. It offers a wide range of products for professional makeup artists and everyday consumers. For example, the NYX Bare With Me Concealer Serum eliminates hyperpigmentation, dark circles, and redness. You can access NYX’s products in-store and online in over 70 countries. Visit the NYX store on Amazon. [12]

Image source: NYX Professional Makeup

Pros: NYX offers trendy, bold makeup with vibrant colors at drugstore pricing. For example, NYX’s high-definition Slim Lip Pencil costs only $2. It is one of the best makeup brands for budget-conscious consumers and professional artists.

Cons: Some NYX makeup products may not be suitable for beginners.

Price Range: $2-$13

11. Zaron Cosmetics

Zaron is one of Africa’s best makeup brands, conceived in Leeds, UK, in 2010 and founded in Lagos, Nigeria, in Sep 2011. It develops makeup products for people of color. Each Zaron makeup is manufactured sustainably and customized to different environmental conditions. To buy Zaron’s products, visit ZaronCosmetics.com and online beauty retailers. [13]

Image source: Zaron Cosmetics

Pros: Zaron is an affordable makeup brand. Most of its products cost less than $20. You can buy Zaron’s face wipes for only $2 or lip pencils for $4.

Cons: Zaron specializes in makeup products for dark skin tones. Its shades may not meet the needs of consumers with light complexions.

Price Range: $2-$35

12. Tarte Cosmetics

Tarte is a cruelty-free makeup brand founded in 1999 by Maureen Kelly. This NYC-based brand is 85% vegan and serves health-conscious consumers. In May 2025, Tarte was the top-selling beauty brand on TikTok Shop, with $4.9 million in revenue. Its Colored Clay CC Undereye Corrector generated $683,000, representing 14% of Tarte’s monthly sales. You can also buy Tarte’s products on Amazon. [14]

Image source: Tarte Cosmetics

Pros: Tarte offers vegan, cruelty-free, high-performance naturals. The brand formulates its products with good-for-you ingredients and without parabens, mineral oil, and phthalates.

Cons: Tarte’s makeup products cost more than the market’s average. Its cheapest option is $19, compared to $2 for NYX’s Slim Lip Pencil.

Price Range: $19-$49

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