12 Must-Try Makeup Brand Picks for 2025
The world of makeup is changing faster than ever, with every season bringing a new wave of innovation and self-expression. If you are searching for the next makeup brand to transform your routine in 2025, you are in the right place. This guide highlights 12 must-try names, from iconic leaders to emerging disruptors, all setting the pace for inclusivity, sustainability, and high performance. Get ready to discover unique features, global trends, and standout looks that will inspire you to experiment and elevate your beauty game this year.
The Makeup Landscape in 2025: Trends & Consumer Shifts
The makeup brand landscape in 2025 is undergoing a powerful transformation, shaped by new consumer priorities and industry innovation. As beauty enthusiasts seek more from every makeup brand, trends like inclusivity, sustainability, and tech-driven personalization are redefining the way products are created and enjoyed.
Evolving Beauty Standards
Beauty standards are evolving rapidly, with the modern makeup brand now prioritizing inclusivity, self-expression, and representation. Social media platforms like TikTok and Instagram fuel trends at lightning speed, making viral products and looks more accessible than ever. The rise of “skin-first” makeup and hybrid products that blend skincare with cosmetics is a defining shift.
Competitor data illustrates this change. Fenty Beauty’s introduction of 50+ foundation shades led to a 300% surge in online searches for “foundation for dark skin.” Direct-to-consumer and influencer-founded makeup brand launches are on the rise, appealing to younger audiences. Rare Beauty, for example, connects with consumers through mental health advocacy and self-acceptance. For more on these shifts and what's trending, see the Ipsy's 2025 Beauty Trend Report.
Clean Beauty, Sustainability & Ethics
Consumers now demand more ethical choices from every makeup brand they support. Over 65% of leading beauty brands market themselves as cruelty-free or vegan, reflecting a significant shift in priorities. Eco-friendly formulations and refillable or recyclable packaging have become industry standards.
Brands like Tarte and Glossier are known for using recycled materials and clean ingredient lists. Shoppers are also increasingly aware of environmental commitments, favoring companies with transparent sourcing and sustainable practices. This new era encourages makeup brand innovation that balances beauty performance with ethical responsibility.
Innovation and Technology in Makeup
Technology is reshaping how people interact with their favorite makeup brand. Augmented reality (AR) try-ons and AI-driven personalized recommendations are now common on major beauty platforms. Industry giants like L’Oréal and Estée Lauder invest heavily in digital beauty tech, setting new standards for customer engagement.
Product innovation is also accelerating. Hybrid products that combine skincare benefits with makeup, long-wear formulas, and adaptive pigments are gaining popularity. These advancements allow each makeup brand to cater to unique customer needs, enhancing both convenience and results.
Price Accessibility & Market Segmentation
The makeup brand market in 2025 is more accessible than ever, with options for every budget. Brands compete across three main segments: drugstore, mid-tier, and luxury. Affordable brands are closing the gap in quality and performance, challenging traditional luxury leaders.
| Brand | Price Range |
|---|---|
| e.l.f. | $5–$15 |
| Tarte | $20–$40 |
| Pat McGrath | $45–$130 |
Consumers now expect value-driven, high-performance products from any makeup brand, regardless of price. This shift is empowering more people to experiment with new looks and invest in quality without overspending.
The Role of Celebrity and Professional Endorsement
Celebrity-founded and professional makeup brand endorsements have a major influence on consumer trust and industry trends. Rihanna’s Fenty Beauty, Selena Gomez’s Rare Beauty, and Huda Kattan’s Huda Beauty are examples of brands that drive innovation and set viral trends.
Professional makeup artists like Pat McGrath and Charlotte Tilbury lend credibility and creativity to their lines, inspiring both everyday users and industry insiders. These collaborations elevate the makeup brand landscape, making it more dynamic, aspirational, and accessible to all.
12 Must-Try Makeup Brand Picks for 2025
Ready to refresh your routine with a cutting-edge makeup brand? 2025’s beauty scene is defined by innovation, inclusivity, and performance. Whether you crave minimalist essentials, bold pigments, or eco-conscious formulas, this curated list spotlights the makeup brand leaders setting the pace worldwide. Explore icons, fresh disruptors, and brands beloved for their values and results. For a deeper dive into current industry trends and product innovations, check out these Skincare and Makeup Insights.
Rare Beauty
Rare Beauty is the makeup brand that continues to champion self-acceptance and minimalism. With a price range of $20 to $30, its lightweight formulas and inclusive shade range have redefined everyday beauty. The viral Soft Pinch Liquid Blush is ideal for sensitive skin and blends seamlessly for a natural look. Gen Z, millennials, and makeup minimalists love its easy-to-use products and mental health advocacy. The main drawback is the limited full-coverage options, but the brand’s focus on inclusivity keeps it in high demand.
e.l.f. Cosmetics
e.l.f. Cosmetics stands out as a makeup brand that delivers vegan, cruelty-free quality at a budget-friendly price of $5 to $15. Their affordable makeup is popular with students, beginners, and anyone seeking high value. The Halo Glow Liquid Filter rivals luxury alternatives for a fraction of the price. Frequent new launches and an extensive range keep e.l.f. relevant. Some packaging may feel less premium, but accessibility and innovation are its strengths, making e.l.f. a staple for any makeup collection.
Pat McGrath Labs
Pat McGrath Labs is a luxury makeup brand known for high-fashion pigments and runway-inspired artistry. Ranging from $30 to $130, the brand’s Mothership Eyeshadow Palettes offer unmatched color payoff and unique textures. Makeup artists and beauty enthusiasts prize its editorial quality and opulent packaging. While the price is steep and availability can be limited, Pat McGrath Labs sets the standard for creative expression and professional performance in the makeup brand world.
NYX Professional Makeup
NYX Professional Makeup is a makeup brand recognized for bold, trend-driven products at accessible prices from $6 to $20. Their Soft Matte Lip Cream and Jumbo Eye Pencil are cult favorites among teens and creative users. With a vast color selection and vegan options, NYX appeals to those wanting to experiment. Some formulas may lack longevity, but its strong social media presence and affordable innovation keep NYX at the forefront of beauty trends.
Charlotte Tilbury
Charlotte Tilbury is the makeup brand synonymous with Hollywood glam. Priced between $28 and $75, its Airbrush Flawless Finish Powder and Pillow Talk lipstick are global icons. The brand is favored by professionals, mature skin users, and glam lovers for luminous finishes and high-quality formulations. While the price point is high, the luxurious feel and celebrity endorsements make Charlotte Tilbury a top choice for those seeking a polished, long-wear makeup brand.
Glossier
Glossier is a makeup brand that perfects the “no-makeup makeup” look with skincare-infused products. With prices from $14 to $26, Glossier’s Boy Brow and Skin Tint are essentials for millennials, Gen Z, and minimalists. The direct-to-consumer business model and strong online community set it apart. While some may desire more coverage or bolder shades, Glossier’s lightweight, modern approach and commitment to clean beauty maintain its cult status among makeup brand fans.
Maybelline New York
Maybelline New York remains a makeup brand staple, offering affordable, high-performing products like Fit Me Foundation and Lash Sensational Mascara from $6 to $13. With a wide shade range and global accessibility, Maybelline caters to all ages and budgets. Not all products are vegan or cruelty-free, but consistent quality and reliable innovation make Maybelline a go-to makeup brand for everyday users worldwide.
Huda Beauty
Huda Beauty is a makeup brand that celebrates ultra-pigmented glam and influencer-driven trends. Ranging from $20 to $65, its Faux Filter Foundation and Obsessions Eyeshadow Palettes are favorites for makeup enthusiasts and professionals. The brand’s bold colors and diverse shades are Instagram-famous, though some products are heavily scented. Huda Beauty’s trendsetting approach ensures it remains a must-try makeup brand for those who love high-impact looks.
Tarte Cosmetics
Tarte Cosmetics stands out as a vegan makeup brand with a focus on natural ingredients and eco-friendly practices. Prices range from $25 to $40, and the Shape Tape Concealer is a cult favorite for high coverage and longevity. Tarte appeals to eco-conscious users and those with sensitive skin. While some products have a limited shade range, the gentle formulas and sustainable packaging make Tarte a leading makeup brand for modern consumers.
NARS Cosmetics
NARS Cosmetics is a makeup brand renowned for bold colors and professional-grade formulas. With prices from $26 to $120, their Orgasm Blush and luxury palettes are iconic. Trendsetters and makeup artists appreciate the high pigment and stylish packaging. Some products contain fragrance and come at a higher price, but NARS’s artistry-driven approach solidifies its reputation as a top-tier makeup brand.
Fenty Beauty
Fenty Beauty is a makeup brand that revolutionized the industry with its inclusive shade range and modern formulas. With a price range of $20 to $40, the Pro Filt’r Foundation set new standards for diversity. All skin tones and inclusivity advocates celebrate Fenty’s innovative textures and celebrity influence. Some products sell out quickly, but Fenty’s commitment to representation ensures its place among the most influential makeup brand options.
IT Cosmetics
IT Cosmetics is a makeup brand bridging skincare and makeup with dermatologist-developed products. Prices range from $30 to $45, and the Your Skin But Better CC+ Cream is praised for coverage and SPF protection. Mature skin and sensitive skin users love the gentle, multitasking formulas. Some lines have a limited color range, but IT Cosmetics remains a trusted makeup brand for those prioritizing skin health and performance.
Comparison Table: 12 Must-Try Makeup Brands for 2025
| Brand | Price Range | Standout Product | Core Feature |
|---|---|---|---|
| Rare Beauty | $20–$30 | Soft Pinch Liquid Blush | Inclusivity, minimalism |
| e.l.f. Cosmetics | $5–$15 | Halo Glow Liquid Filter | Vegan, affordable |
| Pat McGrath Labs | $30–$130 | Mothership Eyeshadow Palette | Luxury pigments |
| NYX Professional | $6–$20 | Soft Matte Lip Cream | Bold, trend-driven |
| Charlotte Tilbury | $28–$75 | Airbrush Flawless Powder | Hollywood glam |
| Glossier | $14–$26 | Boy Brow | Skincare-infused |
| Maybelline | $6–$13 | Fit Me Foundation | Drugstore staple |
| Huda Beauty | $20–$65 | Faux Filter Foundation | Ultra-pigmented |
| Tarte Cosmetics | $25–$40 | Shape Tape Concealer | Vegan, eco-friendly |
| NARS Cosmetics | $26–$120 | Orgasm Blush | Bold, artistry |
| Fenty Beauty | $20–$40 | Pro Filt’r Foundation | Inclusive shades |
| IT Cosmetics | $30–$45 | CC+ Cream | Skincare hybrid |
Choosing a makeup brand in 2025 is about more than color or coverage. It’s about aligning with performance, values, and innovation. Whether you seek affordability, luxury, sustainability, or inclusivity, these makeup brand leaders offer something for every beauty lover. Start your journey with one of these standouts and elevate your routine for the year ahead.
Inclusivity, Diversity & Representation in Makeup Brands
Inclusivity and diversity have become central pillars for every leading makeup brand in 2025. Beauty consumers now expect more than just products—they seek brands that reflect real people, celebrate individuality, and empower users of every background. Let’s explore how the modern makeup brand landscape is transforming through expanded shade ranges, authentic marketing, accessible pricing, and meaningful advocacy.
Expanding Shade Ranges and Product Offerings
The push for inclusivity began with bold moves by brands like Fenty Beauty, MAC, and NARS, who launched foundation lines with 40 or more shades. This shift redefined what consumers expect from a makeup brand, making diversity in complexion products a new standard.
Fenty’s debut caused a massive surge in online searches for “foundation for dark skin,” inspiring competitors to follow suit. Rare Beauty and e.l.f. have since expanded their ranges, ensuring that every skin tone finds a match. Even brow, blush, and lip products are now designed with undertones and pigments that flatter all.
Brands like Fluide's Inclusive Makeup Approach are also innovating by offering makeup for all gender expressions and skin tones, setting new benchmarks for what it means to be truly inclusive in a makeup brand.
Marketing, Imagery & Social Media Influence
A modern makeup brand leverages diverse models, real customers, and influencers in every campaign. This commitment is visible in Rare Beauty’s honest portrayals, Glossier’s user-generated content, and Maybelline’s global reach.
Social media has amplified these efforts, turning viral TikTok and Instagram moments into overnight trends. Influencer partnerships help brands connect authentically with younger audiences, while honest reviews and real-life swatches build trust.
Today, a makeup brand’s feed is expected to reflect the world’s spectrum of beauty, showcasing age, ethnicity, gender, and ability in its imagery. This representation fosters a sense of community and belonging among consumers.
Accessibility & Price Diversity
Accessibility is now a defining trait of a successful makeup brand. Brands like e.l.f., NYX, and Maybelline offer high-quality products at drugstore prices, making beauty attainable for everyone. On the other end, luxury brands cater to aspirational buyers but have introduced mini sizes and kits to broaden their appeal.
| Brand | Price Range | Accessibility |
|---|---|---|
| e.l.f. | $5–$15 | Drugstores, Online |
| NYX | $6–$20 | Drugstores, Online |
| Maybelline | $6–$13 | Drugstores, Mass Retail |
| Pat McGrath | $45–$130 | Luxury Retail, Online |
This price segmentation ensures that every consumer, regardless of budget, can find a makeup brand that fits their needs. Quality no longer depends solely on price, and affordable options now rival prestige products in performance.
Impact Beyond Makeup: Mental Health & Social Causes
Consumers expect each makeup brand to stand for more than just beauty. Rare Beauty, for example, champions mental health awareness, donating a portion of proceeds to related charities. Tarte and Glossier are recognized for eco-sustainability, using recycled packaging and supporting green initiatives.
Many brands now engage in inclusive hiring, support LGBTQ+ rights, and participate in charitable campaigns. They address social issues through authentic storytelling and transparent action, not just marketing.
This commitment to positive impact enhances brand loyalty and strengthens the connection between the makeup brand and its community. In 2025, choosing a makeup brand is as much about values as it is about the products themselves.
Clean Beauty, Skincare-Makeup Hybrids & Technology
The makeup brand landscape in 2025 is transforming rapidly. Shoppers want more than just color—they want clean ingredients, skin benefits, eco-responsibility, and digital convenience. This section explores how today's leading makeup brand choices are shaped by these powerful trends.
Rise of Clean, Vegan, and Cruelty-Free Formulas
Clean beauty is no longer a niche; it is a fundamental expectation from any leading makeup brand. Over 65 percent of top brands now claim cruelty-free or vegan status, responding to consumer demand for transparency and ethical sourcing. Fully vegan lines such as e.l.f. and Tarte are attracting shoppers who prioritize animal welfare and ingredient safety. According to the Clean and Conscious Beauty Trends, consumers are increasingly seeking brands that align with their values, pushing the industry toward safer and more responsible formulations. Choosing a makeup brand that is clean is now a standard part of the beauty routine.
The Skincare-Makeup Crossover
Hybrid products are redefining what it means to choose a makeup brand. Foundations now double as moisturizers, sunscreens, and even serums. Examples like IT Cosmetics CC+ Cream and Glossier Skin Tint combine coverage with skin-loving benefits, making routines simpler and more effective. This shift appeals to those who want both instant results and long-term skin health. Dermatologist-developed lines, such as Clinique, have set the standard for gentle, effective, and multitasking formulas. For anyone searching for a makeup brand that supports skin health, these hybrids are a game changer.
Packaging, Sustainability & Refillables
Sustainability is a key differentiator for any modern makeup brand. Eco-friendly packaging, refillable compacts, and recycled materials are now industry standards. Tarte and Glossier, for example, use recycled plastics and offer refillable options to reduce waste. Consumers look for brands that not only talk about environmental responsibility but also deliver on these promises. Choosing a makeup brand that prioritizes sustainability means supporting a greener future while enjoying top-tier products. Refillable packaging is no longer a novelty, it is an expectation.
Digital Innovation: AR, AI, and Virtual Try-Ons
Technology is revolutionizing how shoppers interact with a makeup brand. Augmented reality (AR) try-on apps and AI-powered shade matching tools allow customers to experiment virtually before buying. Companies like L’Oréal and Estée Lauder invest heavily in these platforms, making personalized recommendations more accurate than ever. Digital tools help users find the perfect product match, boost confidence, and enhance loyalty to their favorite makeup brand. This seamless blend of technology and beauty is setting a new standard for the industry.
How to Choose the Right Makeup Brand for You in 2025
Navigating the world of makeup brands in 2025 can feel overwhelming, but the right choice will elevate your beauty routine and reflect your personal values. Whether you are a seasoned enthusiast or just starting your journey, focusing on your unique needs will help you discover the perfect makeup brand for your style, skin, and budget.
Assessing Your Skin Type and Concerns
Start by identifying your skin’s specific needs. Is your skin oily, dry, combination, or sensitive? The answer will influence which makeup brand is best suited for you. For sensitive or reactive skin, look for dermatologist-tested or hypoallergenic formulas. Brands like IT Cosmetics and Clinique are known for their gentle, skin-friendly products.
If you are unsure about your skin type or have multiple concerns, use resources like Understanding Skin Concerns to help guide your selection. A makeup brand that addresses your individual skin concerns will provide better results and a more comfortable wear.
Budget, Accessibility & Value
Consider how much you are willing to invest in your makeup routine. The market in 2025 offers high-performing options at every price point, making it easier to find a makeup brand that matches your budget.
| Price Range | Example Brands | Key Features |
|---|---|---|
| $5–$15 | e.l.f., NYX | Affordable, trendy |
| $20–$40 | Tarte, Fenty Beauty | Mid-tier, versatile |
| $45–$130 | Pat McGrath, NARS | Luxury, artistry-focused |
Many affordable brands now rival luxury alternatives in quality and innovation. If you are exploring new products, try mini sizes or value sets before investing in full-size items from a makeup brand.
Desired Finish, Coverage & Wear
Your preferred makeup finish will significantly influence your brand choice. Do you want a dewy, glowing look or a matte, full-coverage effect? Brands like Glossier and Rare Beauty excel at natural, radiant finishes, while Fenty Beauty and Maybelline offer impressive matte and long-wear options.
Consider your lifestyle too. If you need products that last all day, opt for long-wear or transfer-proof formulas. Testing samples or using virtual try-on tools can help you find a makeup brand that delivers your desired results.
Social Values, Ethics & Brand Alignment
In 2025, more shoppers are choosing brands that reflect their social and ethical priorities. Is being cruelty-free, vegan, or eco-friendly important to you? Research each makeup brand’s stance on sustainability and ingredient transparency.
Look for brands that support causes you care about, such as mental health or diversity initiatives. Supporting a makeup brand with values aligned to your own can make your beauty routine more meaningful and impactful.
FAQs About Makeup Brands in 2025
Curious about the makeup brand landscape in 2025? Here, we answer the most pressing questions, from top sellers to the latest trends and how technology is reshaping beauty routines.
What are the most popular makeup brands in 2025?
The most popular makeup brand names in 2025 reflect a mix of innovation, inclusivity, and global influence. Brands like Maybelline, Fenty Beauty, Rare Beauty, and e.l.f. consistently top sales charts. According to McKinsey's 2025 Beauty Industry Report, consumer interest is driven by brands offering diverse shades, high performance, and ethical practices. These makeup brands remain favorites due to their ability to launch viral products, lead with influencer collaborations, and adapt quickly to changing trends.
Are drugstore brands as good as luxury brands?
Many shoppers wonder if a makeup brand from the drugstore can rival luxury labels. Today, the gap in product quality has narrowed considerably. Affordable brands like e.l.f. and Maybelline offer primers and foundations that perform as well as some $50 luxury alternatives. Here's a quick comparison:
| Category | Drugstore (e.l.f., NYX) | Luxury (Pat McGrath, NARS) |
|---|---|---|
| Price | $5–$20 | $45–$130 |
| Performance | High | Very High |
| Ingredients | Clean/vegan options | Advanced, some fragrance |
| Packaging | Basic | Premium |
Choosing a makeup brand ultimately depends on budget, preferences, and desired results. Both categories deliver excellent options.
Which brands are best for beginners?
If you are new to makeup, choosing the right makeup brand can make all the difference. e.l.f., NYX, and Maybelline are highly recommended for beginners due to their user-friendly products, affordable pricing, and extensive shade ranges. Many of these brands provide online tutorials, shade matching tools, and accessible customer support. Look for starter kits or best-seller bundles from your chosen makeup brand to experiment with different products without overspending. These brands help you build confidence while exploring new looks.
What’s trending in makeup for 2025?
The makeup brand trends for 2025 highlight the rise of hybrid skincare-makeup products, refillable packaging, and bold color stories. Digital innovation is reshaping the industry, with AR try-ons and AI-powered recommendations enhancing the customer journey. For example, companies like Perfect Corp's AI-Powered Beauty Tech enable virtual try-ons, making it easier to find the ideal makeup brand products. Expect to see more minimalist looks, eco-friendly initiatives, and a focus on diversity in every makeup brand’s collection.
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