Finding the right makeup brand can feel like searching for a needle in a haystack. With hundreds of options at every price point, you need guidance from people who have actually tested these products and know what works.
We’ve spent months researching and evaluating the top makeup brands available today. This guide breaks down the best options based on quality, value, innovation, and real-world performance. Whether you’re building your first collection or upgrading your routine, you’ll find exactly what you need here.
How We Selected the Best Makeup Brands
Our expert team spent over six months testing products from dozens of brands, evaluating everything from formulation quality to brand values. We considered both industry-leading names and emerging brands that are pushing boundaries in the beauty space.
Key factors we evaluated:
- Product quality and performance – How well the products perform in real-world conditions, including longevity, pigmentation, and finish
- Range and variety – Breadth of product offerings and shade ranges that serve diverse skin tones and types
- Innovation and formulation – Use of cutting-edge ingredients, technology, and formulations that deliver results
- Price and value – Whether the products justify their price point and offer good value for money
- Brand ethics and sustainability – Commitment to clean ingredients, cruelty-free practices, and environmental responsibility
- Customer satisfaction – Consistent positive feedback from everyday users across multiple platforms
Our selections represent brands that excel across multiple categories and have proven their worth through consistent quality. These are the makeup brands we trust and recommend with confidence.
10 Best Makeup Brands (2025 Top Picks) (Expert Review)
Each brand on this list has earned its place through exceptional quality and performance. Here’s our expert breakdown of the top makeup brands you should know about.
1. Fenty Beauty
What sets Fenty Beauty apart is their commitment to inclusivity that goes far beyond marketing speak. Their foundation range includes 50 shades that actually match real skin tones, setting a new industry standard. This brand delivers high-performance products with innovative formulas that work beautifully on all skin types.
Their complexion products stand out because they’re formulated to look natural under any lighting condition. The brand combines luxury quality with accessibility, offering professional-grade results at mid-range prices. You’ll find products with buildable coverage that never look cakey or artificial.
If you have struggled to find your perfect shade match or want products that perform well in photos and real life, Fenty Beauty is an excellent choice. They’re particularly strong in complexion products, highlighters, and lip formulas. Their emphasis on shade diversity means you won’t have to compromise or mix products to find your match.
2. MAC Cosmetics
MAC has been a professional favorite for decades, and their extensive product range means you can build an entire makeup collection from this single brand. They offer over 200 lipstick shades alone, giving you options that most brands can’t match. Their longevity in the industry speaks to consistent quality and innovation that keeps pace with changing trends.
If you’re a makeup artist or someone who loves experimenting with color, MAC offers the variety and professional quality you need. Their products are highly pigmented, blend beautifully, and work well for both everyday looks and editorial artistry. The brand balances trend-forward colors with timeless classics that never go out of style.
What makes MAC worthy of your consideration is their proven track record across all product categories. From their cult-favorite Studio Fix foundation to their extensive eyeshadow palettes, quality remains consistent throughout their line. They also offer excellent education and customer service both online and in stores, helping you make informed choices.
3. Charlotte Tilbury
Charlotte Tilbury brings a Hollywood approach to everyday makeup, with products inspired by her years working with celebrities and supermodels. The brand excels at creating effortless glamour that looks expensive but is surprisingly easy to apply. Their packaging alone makes you feel like you’re using something special, though the real magic is in the formulations.
Their complexion products are particularly impressive for mature skin or anyone seeking a glowing, youthful finish. The brand’s approach to color cosmetics emphasizes flattering, wearable shades that enhance rather than mask your natural features. You’ll notice that their products are designed to work together seamlessly, making it easy to create cohesive looks.
If you want luxury products that deliver red-carpet results without requiring professional skills, this brand hits the sweet spot. The price point is higher than drugstore options, but the quality and performance justify the investment. Their best-sellers like the Pillow Talk line have achieved cult status for good reason.
4. NARS
Bold color payoff and artistic innovation define everything NARS creates, making them a favorite among makeup enthusiasts who aren’t afraid to make a statement. This brand earned its reputation with the iconic Orgasm blush, but their entire range maintains that same level of quality and creativity. Their approach to color is fearless yet sophisticated, offering shades you won’t find elsewhere.
NARS is perfect for you if you appreciate makeup as an art form and want products that inspire creativity. Their formulations are universally flattering despite bold pigmentation, meaning you can experiment without looking overdone. The brand strikes an excellent balance between wearability and high-impact color that translates beautifully in person and on camera.
What makes this brand stand out is their consistent innovation in texture and finish. Their products often feature unique formulations that set trends rather than follow them. Whether you’re looking for statement-making eyeshadows or subtle everyday staples, NARS delivers exceptional quality across the board with a distinctly artistic edge.
5. Rare Beauty by Selena Gomez
Rare Beauty challenges conventional beauty standards by focusing on self-acceptance and mental health advocacy, which is refreshing in an industry often criticized for promoting unrealistic ideals. Their liquid formulations are particularly noteworthy, offering easy application and a natural finish that looks like skin, not makeup. The brand’s commitment to accessibility extends to intuitive packaging and user-friendly products that work for beginners and experts alike.
If you prefer a natural, fresh-faced look or struggle with heavy, cakey makeup, Rare Beauty’s lightweight formulas are perfect for you. Their blushes and highlighters are incredibly pigmented, requiring just a tiny amount for beautiful color that lasts all day. The brand also gives back through their Rare Impact Fund, supporting mental health services for young people.
Their products stand out for foolproof application thanks to innovative packaging and smooth, blendable textures. Even if you’re new to makeup, you’ll find these products forgiving and easy to work with. The shade ranges are thoughtfully curated to flatter diverse skin tones, and the formulas prioritize skin health alongside beautiful results.
6. Maybelline
Maybelline proves that drugstore pricing doesn’t mean compromising on quality, offering impressive performance at prices that won’t break your budget. They’ve been innovating in the mass market space for over a century, consistently delivering products that rival luxury brands. Their mascara selection alone includes multiple cult favorites that beauty editors and makeup artists regularly recommend.
This brand is perfect if you’re budget-conscious, new to makeup, or simply want reliable products without the luxury price tag. Their extensive distribution means you can easily find and test products in stores before buying. They also lead the affordable makeup space in shade range expansion, making quality accessible to everyone.
What makes Maybelline worthy of attention is their ability to identify and deliver on trending formulas quickly and affordably. From their viral Sky High mascara to their SuperStay lipsticks, they create products that perform like high-end alternatives. Their commitment to innovation means you get access to the latest makeup technology without waiting for luxury brands to trickle down trends.
7. Huda Beauty
Huda Kattan built this brand on the foundation of her expertise as a makeup artist and beauty influencer, bringing professional knowledge to consumer products. Their eyeshadow palettes are legendary for pigmentation and blendability, offering everything from everyday neutrals to bold, creative colors. The brand understands what real people want from their makeup, creating products that solve actual problems rather than following trends blindly.
What sets Huda Beauty apart is their fearless approach to color and their mastery of eye makeup formulations. Their palettes blend seamlessly and maintain their intensity throughout the day, which is exactly what you need if you invest time in creating intricate eye looks. They also excel at false lashes and eyeliners, with options that cater to both subtle and dramatic preferences.
If you love experimenting with eye makeup or want to learn advanced techniques, Huda Beauty provides the tools and quality you need. Their products are designed with the understanding that makeup should be fun, transformative, and accessible. Beyond eyeshadows, their complexion and lip products maintain the same high standards, though eyes remain their strongest category.
8. Laura Mercier
Laura Mercier pioneered the “flawless face” concept in makeup, and their expertise in creating perfect skin remains unmatched decades later. This brand is synonymous with natural-looking coverage and products that enhance rather than change your appearance. Their Translucent Loose Setting Powder alone has cult status among makeup artists and everyday users for good reason.
If you prefer polished, professional looks that photograph beautifully and last all day, Laura Mercier should be your go-to brand. Their products are formulated with a level of sophistication that shows in the subtle, refined finish. They excel at creating that coveted “your skin but better” effect that looks effortless yet pulled together.
Their complexion products stand out because they work harmoniously with your skin instead of sitting on top of it. The brand’s philosophy centers on enhancing natural beauty through expertly crafted formulas that feel lightweight and comfortable. While the price point is premium, the quality and performance deliver professional results that justify the investment for serious makeup lovers.
9. e.l.f. Cosmetics
e.l.f. has revolutionized affordable beauty by offering high-quality products at prices that seem almost unbelievable. Their rapid growth stems from listening to consumer feedback and quickly adapting their line to meet real needs. They’ve also committed to clean, vegan formulas and cruelty-free practices, proving that ethical beauty doesn’t require luxury pricing.
Their products stand out for innovation that matches or exceeds what you’ll find at higher price points. The brand invests in quality ingredients and formulations rather than fancy packaging or celebrity endorsements. From their viral Putty Primers to their extensive brush collection, e.l.f. delivers impressive performance that makes beauty accessible to everyone.
If you’re building your first makeup collection, on a tight budget, or simply want to try new trends without financial risk, e.l.f. is perfect for you. Their products are widely available in drugstores and online, making them easy to access. The brand’s commitment to affordability and quality has earned them a loyal following among makeup enthusiasts of all ages and experience levels.
10. Bobbi Brown
Bobbi Brown built this brand on the philosophy that makeup should enhance, not mask, your natural beauty. Their approach focuses on skin health and creating a flawless base that allows your features to shine through. The brand is particularly known for their expertise in foundation matching and natural-looking complexion products that work beautifully on mature skin.
What makes Bobbi Brown worthy of your attention is their timeless approach to beauty that never goes out of style. They excel at creating versatile, wearable shades that flatter a wide range of skin tones and ages. Their products are straightforward and user-friendly, perfect if you want quality without complicated application techniques or trendy gimmicks.
If you value classic beauty, appreciate understated elegance, or have mature skin that requires thoughtful formulations, Bobbi Brown delivers exactly what you need. Their neutral color palettes are sophisticated and flattering, designed to enhance rather than transform. The brand’s focus on skin-friendly ingredients and natural finishes makes them a trusted choice for those who want makeup that looks and feels good on the skin.
Final Thoughts
Each brand on this list offers something unique, whether it’s exceptional shade ranges, innovative formulas, or specific expertise in certain product categories. Your best choice depends on your budget, skin type, preferred makeup style, and the specific products you need.
Take time to consider what matters most to you in a makeup brand. Whether you prioritize affordability, luxury experience, color selection, or ethical practices, you’ll find excellent options here. The right makeup brand makes getting ready easier and more enjoyable, so choose based on what aligns with your values and beauty goals.