- Only sold on ColourPop.com and in Ulta stores
- Free shipping on orders $30+
- Stocked in many department stores on and offline
- Free standard shipping
- Shop in over 100 MAC stores across the US
- Free shipping on orders $35+
- In-store and offline in Sephora, Ulta, and Kohl’s
- Free standard shipping
- Shop in-store and offline at major beauty outlets
- Free standard shipping
- Shop in-store and offline at major beauty outlets
- Free standard shipping
- Shop in Sephora stores and online
- Free shipping on orders $50+
- Shop online and in-store in Ulta and Sephora
- Standard shipping costs $6
- Online and in-store at popular beauty outlets.
- Free shipping on orders $35+
- Free shipping on orders $30+
- Shop online and in stores like Ulta and Target
While our analysis lists ColourPop as the best makeup brand, this also depends on what you are looking for. For instance, if you want an affordable, trend-driven brand, NYX could be ideal for you.
High-end makeup is created by luxury brands—such as Estee Lauder—that typically use premium ingredients and quality packaging.
Based on our analysis and algorithm, ColourPop is the number 1 makeup brand. To reach this conclusion, we analyzed several factors including brand reputation, customer feedback, consumer engagement and overall brand features.
The price of makeup can vary based on the brand and type of product. In general, prices start from $5 for items such as eyeliner and can increase up to $50 for luxury eye shadow palettes and foundation.
At First Blush
From clean makeup brands to cruelty-free products, there’s so much choice available from the beauty industry that it can be hard to know where to start. Should you buy cosmetics from the latest celebrity brand or stick to the cult classics?
Different factors can influence your decision—including whether a brand tests on animals or creates colors that are suitable for every skin tone. One way to narrow down your options is to choose from the best-performing brands.
We tested and reviewed the top 10 best makeup brands to help you choose the right one for you. Find out how we decided on our top 10 and how brands are adapting to match the latest beauty trends.
How Did We Choose the Best Makeup Brands?
To create our list of top makeup brands, our expert team reviewed and compared each option. We also used our unique algorithm—a set of computer-generated instructions—to analyze four different parameters:
Consumer engagement
customer feedback
brand reputation
features/benefits.
What To Look For in Makeup Brands
Before making your next cosmetic purchase, decide what factors are important. For instance, do you want to purchase from totally cruelty-free makeup brands or choose vegan cosmetics? Would you mind buying from a brand that doesn’t offer a lot of shade inclusivity, which could affect your color match?
Overall, performance is key to helping you choose the right brand. Check reviews and product descriptions to see if a company prioritizes long-lasting and high-performance formulas. Because of the many brands on the market, you can buy quality products at an affordable price.
Makeup Trends and How Different Brands Are Adapting To Them
Social media has encouraged brands to be more inclusive. This has led makeup brands such as Fenty Beauty to create a wide foundation range to suit all skin tones. As well as more inclusivity, there’s a growing demand for more natural products. Brands such as Tarte have grown in popularity by using naturally-derived ingredients.
The desire to keep up with trends is a makeup trend in itself. Brands such as NYX are frequently launching new products to coincide with popular social media looks.
Sustainable and eco-friendly makeup brands
Besides the desire for clean makeup brands, there is a growing trend for sustainable and eco-friendly makeup products. Brands such as Bobbi Brown and Clinique are finding ways to use recyclable packaging.
MAC Cosmetics has a recycling program where you can return six empty MAC makeup products in exchange for a free lipstick.
Innovations and New Technologies in the Makeup Industry
With many of us now shopping online, it’s no surprise that online beauty brands want to replicate the personalized experience we can get in a physical store. AI (artificial intelligence) technology is helping to achieve this.
Companies such as MAC and Too Faced use AI to let you virtually try on products by uploading a photo of your face. To personalize your experience of buying cosmetics online, brands such as Clinique have also introduced virtual appointments where you can book a free consultation with an advisor.
Bottom Line
Social media, technology, and ethical issues such as sustainability are all impacting how we purchase makeup. The best makeup brands that have made it into our top 10 are having to find ways to keep up with these demands, whether that’s formulating trend-driven products—like NYX Professional Makeup—or are offering recycling initiatives—like MAC Cosmetics.
Our research shows that the top 10 makeup brands are not only formulating high-quality products but are also offering personalized experiences and supporting social concerns.
