Glow Naturally With These Safe, Effective Beauty Essentials
This article is not sponsored. All opinions are based on personal use, editorial research, and trusted clean beauty standards. We only feature brands that align with our values of transparency, safety, and sustainability.
Why Clean Makeup Matters More Than Ever
In 2025, the clean beauty movement isn’t just a trend—it’s a transformation. More of us are waking up to what we put on our skin every day. And with good reason: your skin is your largest organ, and what you apply to it is absorbed into your body.
Conventional makeup can be packed with questionable ingredients—parabens, phthalates, synthetic fragrance, and more. That’s why we’ve curated this guide to the best clean and non-toxic makeup brands that are changing the game in beauty. These brands go beyond “greenwashing” and deliver formulas that are safe, effective, and truly luxurious.
Ready to revamp your beauty bag? These are the 11 clean makeup brands we truly trust—and love.
1.ILIA Beauty
For Skin-Loving Makeup With Real Results
Why We Love It: ILIA is a pioneer in the clean beauty space, known for its makeup that acts like skincare. From their Super Serum Skin Tint to Limitless Lash Mascara, every product is powered by active botanicals and clean science. The packaging is sleek, the shades are inclusive, and the glow? Unreal.
Hero Products: Super Serum Skin Tint SPF 40, Multi-Stick, Fullest Volumizing Mascara
Vegan: Mostly
Where to Buy: ILIA Beauty, Sephora, Credo
Price Range: $22–$54
2.RMS Beauty
Creamy, Nourishing Formulas That Melt Into Skin
Why We Love It: Founded by makeup artist Rose-Marie Swift, RMS was one of the first brands to challenge the idea that “natural” makeup couldn’t perform. Everything is made with raw, food-grade, organic ingredients, like coconut oil and jojoba. Their Un Cover-Up Concealer and Living Luminizer are cult favorites for a reason.
Hero Products: Un Cover-Up, Lip2Cheek, Living Luminizer
Vegan: Not all (uses beeswax)
Where to Buy: RMS Beauty, Sephora, The Detox Market
Price Range: $25–$52
3.Kosas
Clean Makeup With Serious Color Payoff
Why We Love It: If you want clean beauty that still feels edgy and bold, Kosas delivers. Their formulas feel weightless but wear all day, and they’re loaded with skincare ingredients like hyaluronic acid and niacinamide. Kosas is especially beloved for their foundation, brow products, and lip oils.
Hero Products: Revealer Concealer, Brow Pop, Wet Lip Oil
Vegan: Mostly
Where to Buy: Kosas, Sephora
Price Range: $22–$48
4.Saie Beauty
Effortless Glow With Eco-Friendly Vibes
Why We Love It: Saie is all about radiant, “no-makeup makeup” that’s low-maintenance and high-performance. The Slip Tint and Glowy Super Gel are beauty editor favorites. Saie is also climate neutral certified, with a major commitment to sustainability.
Hero Products: Glowy Super Gel, Slip Tint SPF 35, Dew Blush
Vegan: Yes
Where to Buy: Saie Beauty, Sephora
Price Range: $20–$38
5.Tower 28 Beauty
Clean Makeup For Sensitive Skin (And Every Skin Tone)
Why We Love It: Tower 28 is one of the few makeup brands that’s 100% clean, vegan, AND formulated for eczema-prone and ultra-sensitive skin. Their tinted SPF, cream blushes, and glosses are ultra-hydrating and dermatologist-approved. Plus, the brand is AAPI-founded and proudly inclusive.
Hero Products: SunnyDays SPF Tinted Sunscreen, BeachPlease Blush, ShineOn Lip Jelly
Vegan: Yes
Where to Buy: Tower 28, Sephora
Price Range: $14–$32
6.Beautycounter
High-Performance, Safe, And Sustainably Packaged
Why We Love It: Beautycounter has made waves for its ingredient transparency and advocacy for safer cosmetic laws. Their Skin Twin Foundation and Sheer Genius Lipsticks rival luxury brands in performance, without the toxins.
Hero Products: Skin Twin Foundation, Cream Blush, Beyond Gloss
Vegan: Some products
Where to Buy: Beautycounter
Price Range: $25–$55
7.Alima Pure
Minimalist Mineral Makeup That Performs
Why We Love It: Alima Pure is a clean makeup brand rooted in simplicity. Their mineral foundations are lightweight but offer customizable coverage—and their refillable packaging is a win for the planet.
Hero Products: Satin Matte Foundation, Natural Definition Eye Pencil, Highlighter
Vegan: Mostly
Where to Buy: Alima Pure, The Detox Market
Price Range: $14–$46
8.100% Pure
Makeup Made From Fruit Pigments—Literally
Why We Love It: This brand goes way beyond clean. Their makeup is pigmented using fruit, tea, and cocoa, and packed with skin-beneficial nutrients. Plus, the ingredient lists are refreshingly simple.
Hero Products: Fruit Pigmented Foundation, Cocoa Bronzer, Mascara
Vegan: Yes
Where to Buy: 100% Pure
Price Range: $20–$55
9. W3LL People
Plant-Based Beauty With Dermatologist Cred
Why We Love It: W3LL People creates plant-powered, dermatologist-developed makeup at an affordable price. The brand is EWG Verified™, which means it meets the strictest clean beauty standards. Their mascara and concealer are essentials in our kits.
Hero Products: Bio Tint Moisturizer SPF 30, Expressionist Mascara, Bio Correct Concealer
Vegan: Yes
Where to Buy: W3LL People, Target
Price Range: $12–$28
10. Axiology
Multi-Use Crayons In Zero-Waste Packaging
Why We Love It: Axiology makes buttery-soft multi-sticks for lips, cheeks, and eyes that are 100% plastic-free. Every product is vegan, cruelty-free, and wrapped in compostable paper. Perfect for on-the-go or minimalist makeup routines.
- Hero Products: Lip-to-Lid Balmie Trio, Multi-Stick Crayons
- Vegan: Yes
- Where to Buy: Axiology
- Price Range: $14–$36
11. Juice Beauty
Organic, Antioxidant-Rich Makeup For Glowing Skin
Why We Love It: Juice Beauty has a decades-long reputation for creating antioxidant-packed skincare and makeup using organic ingredients. If you’re looking for coverage that’s also healing (especially if you’re breakout-prone or pregnant), Juice Beauty’s foundations and CC creams are worth a try.
- Hero Products: Phyto-Pigments Flawless Serum Foundation, Cream Shadow Sticks, Mascara
- Vegan: Mostly
- Where to Buy: Juice Beauty, Ulta
- Price Range: $22–$48
Final Thoughts: Clean Beauty That Truly Performs
Switching to clean, non-toxic makeup doesn’t mean sacrificing color, coverage, or staying power. In fact, these 11 brands prove that you can have it all—performance, peace of mind, and products that truly love your skin back.
Whether you’re seeking a minimalist glow or full glam, there’s a clean beauty brand here that fits your vibe and values. Because makeup should be fun, empowering, and safe—always.
