As an avid makeup enthusiast and skincare fanatic with extremely high standards when it comes to cosmetics, I‘ve tried hundreds of foundations, lipsticks, eyeshadows – you name it! After years of experimenting with products that ended up irritated my sensitive skin or slid right off after an hour, I‘ve finally discovered the 10 best makeup brands that can hold their own.
From luxe, high-pigment formulas to clean, cruelty-free basics, these companies cater to a wide range of needs. Whether you love an everyday natural look or more dramatic glam for special occasions, you’re sure to find your perfect match ahead.
I’ll also uncover important factors to weigh when evaluating brands, plus beginner tips for choosing flattering colors and techniques. Consider this your insider’s guide to makeup mastery!
A Brief Background on Cosmetics
While rudimentary makeup has origins dating back at least 6,000 years to Ancient Egypt and Mesopotamia, most beauty historians look to the early 20th century as the genesis of modern makeup.
As social norms began to shift in the 1920s, everyday women – not just stage actresses and sex workers – began wearing cosmetics regularly. Companies like Elizabeth Arden, Helena Rubinstein, and Max Factor gained prominence during this era.
The 1930s brought recessionary restraint but WWII and its aftermath fueled demand for morale-boosting lipstick and complexion products. Scientific innovations from the 1960s onwards paved the way for improved pigments, longer wear, and increased diversity.
Today, the cosmetics industry is estimated to be worth over $500 billion globally. With society’s ever-broadening concepts of beauty plus elevated safety and ethics standards, the finest brands balance glamour with conscience.
10 Best Makeup Brands for Face, Eyes and Lips
1. Ilia
This clean, sustainable company earns top marks for its ethos and multifunctional formulas that give back to your skin. Their semi-matte True Skin Serum Foundation feels like a hydrating treatment, while their iconic Multi-Sticks for cheeks, lips and eyes come in universally flattering hues.
Best For: Sensitive or mature skin, natural looks, clean ingredients
Hero Products: True Skin Serum Foundation, Limitless Lash Mascara, Multi-Sticks
Prices: $$-$$$
Downsides: Limited shade range for deeper skin tones, some natural scents may irritate
2. Pat McGrath Labs
Makeup maestro Pat McGrath reigns supreme when you desire dramatic, runway-worthy artistry. If money were no object, I’d bathe myself in her metallic eyeshadow palettes, pigmented mattes and high-coverage complexion products. The luxe gold packaging doesn’t hurt either!
Best For: Glam, photo-ready looks
Hero Products: MTHRSHP Palettes, Perma Precision Liquid Eyeliner, Skin Fetish Sublime Perfection Foundation
Prices: $$$-$$$$
Downsides: Very expensive, frequent limited edition releases enable FOMO purchase behavior
3. Merit Beauty
Think of Merit as the cool older sister who still likes to look polished but makes it seem effortless. Their flattering neutrals, multi-use sticks and barely-there complexion products give off relaxed confidence. Formulas feel incredibly lightweight yet perform beautifully.
Best For: No-makeup makeup, minimalist routines
Hero Products: Minimalist Perfecting Complexion Stick, Lip Oil, Clean Lash Mascara
Prices: $-$$
Downsides: Small color selection, not as long-wearing as traditional makeup
4. Rare Beauty by Selena Gomez
It girl Selena Gomez delivered exactly what the makeup world needed with her emotionally-resonant brand celebrating real, unretouched beauty. Standouts include their creamy Soft Pinch liquid blush and matte liquid Lip Souffles. Complexion products feel like a treat for your skin too.
Best For: Affordable, skin-loving makeup that makes you glow
Hero Products: Liquid Touch Brightening Concealer, Positive Light Tinted Moisturizer, Lip Souffle Matte Lip Cream
Prices: $
Downsides: More limited offerings compared to bigger brands, strong fragrances
5. Tower 28 Beauty
Those with even the most reactive skin can rejoice over this sensitive skin-approved line. Their foundations and concealers offer sheer-to-medium, customizable coverage. Lip glosses, cream blushes and bronzers are molded from skincare ingredients like hyaluronic acid and aloe vera.
Best For: Soothing makeup that calms and nourishes skin
Hero Products: SOS Daily Rescue Facial Spray, BeachPlease Tinted Lip + Cheek Balms, ShineOn Milky Lip Jellies
Prices: $-$$
Downsides: Sheer coverage lacks staying power for very oily skin types
6. Saie Beauty
Understated, multifunctional products define this clean, cruelty-free brand suited for low-maintenance types. Their signature Slip Tints, a cross between tinted moisturizer and primer, give a perfected base to spot conceal over. Beam highlighter stacks provide customizable brightness too.
Best For: Versatile makeup that simplifies routines
Hero Products: Slip Tint Dewy Tinted Moisturizer, Glowy Super Gel Lightweight Dewy Highlighter
Prices: $$-$$$
Downsides: Shimmery products may accentuate texture on mature skin
7. Anastasia Beverly Hills
Best known for iconic brow products and eyeshadow palettes galore, Anastasia empowers you to become your own makeup artist. Their Luminous Foundation feels lightweight yet hides imperfections beautifully. I’m also obsessed with their new clean formulas free of over 2,700 questionable ingredients.
Best For: Amped up eyes, defined arches
Hero Products: Brow Wiz Mechanical Brow Pencil, Modern Renaissance Eyeshadow Palette, Luminous Foundation
Prices: $$-$$$
Downsides: Frequent limited edition launches, overemphasis on trendy warm neutrals
8. Make Up For Ever
Catering to pro makeup artists and novices alike, this Parisian brand excels at high-performance, longwear formulas that lock in place for hours. Their Ultra HD line lives up to its name in terms of selfie-perfecting radiance. Artist-curated eyeshadow palettes make statement looks easy.
Best For: Stage, events and photography
Hero Products: Ultra HD Foundations, Artist Color Eye Shadow Palettes
Prices: $$-$$$
Downsides: Not as clean as some newer brands, many fragranced products
9. Fenty Beauty by Rihanna
Rihanna’s blockbuster brand made history with its radically inclusive Pro Filt’r foundation launch in an astounding 50 shades. The mogul’s signature corally-nude lip and cheek colors suit every skin tone. Formulas feel incredibly comfortable yet withstand heat, humidity – even crying!
Best For: Medium to full coverage complexion with serious staying power
Hero Products: Pro Filt‘r Soft Matte Longwear Liquid Foundation, Full Frontal Volume, Lift & Curl Mascara
Prices: $$
Downsides: Limited eye and lip offerings compared to other mega-brands
10. Lawless Beauty
Founded by blogger Annie Lawless to simplify your routine with multifunctional picks, Lawless empowers your inner boss babe. Products allow customization for sheer washes of color or dramatic payoff. Luxe, weightless formulas apply beautifully and wear amazingly well.
Best For: Versatile color products, clean ingredients
Hero Products: The One Eyeshadow Palette, Forget the Filler Glossy Lip Gel
Prices: $$-$$$
Downsides: More limited complexion products, luxury pricing
Drugstore vs. High-End: How to Shop Smart
While the brands featured above represent more prestige lines with higher price tags, excellent makeup can be found at the drugstore too. Accessible brands like L’Oreal, Maybelline and Covergirl offer impressive quality and selection.
When deciding between mass and luxury cosmetics, consider:
Budget – If staying under $10 per item, drugstore can’t be beat
Support – Some invest in Black-owned or clean beauty brands despite higher costs
Sensitivities – Cheaper formulas often contain more irritants
Shades – Mass brands expanded, but ranges remain limited for rich skin tones
Staying Power – High-end lasts longer, resists transfer better
Because so much comes down to personal preference and finding shades that complement your unique undertone, experimentation is key.
I recommend trying a mix of affordable and splurge items to compare. Returns and swaps allow you to test without commitment too.
Above all, makeup should be fun – don’t get bogged down overbuying trendy products that go untouched. Curate a custom collection of trusty favorites suited to your lifestyle instead!
FAQs: Makeup Tips, Safety & Ingredients Decoded
What should I look for when buying makeup?
Always check expiration dates, signs of tampering and improper storage. Seek hypoallergenic, non-comedogenic picks if acne-prone. Confirm brands conduct safety testing and list all ingredients.
Does makeup really expire?
Yes! Bacteria accumulates over time, especially in creamy products. Mascara expires fastest – toss every 3 months. Powders can last 2 years, liquids 1 year unopened.
How can I find my perfect foundation match?
Test shades on jawline in natural light, not back of hand. Opt for neutral undertones to avoid orange or ashy casts unless very warm/cool toned. Apply with brush, sponge and fingers to compare.
What ingredients should I avoid?
Sensitive skin types steer clear of fragrance, alcohol, menthol and essential oils. Acne-prone avoid comedogenic oils like coconut. Eco-conscious consumers pass on parabens, phthalates and palm oil derivatives.
Can makeup cause acne?
Poor removal allowing dirt buildup is most common trigger. However, makeup itself can clog pores, cause inflammation and irritation depending on formulas and individual response. Heavily fragranced products often prove most problematic.
How can I make makeup last longer?
Always start with smooth, cleansed skin,Apply thin layers, letting dry fully between coats. Set liquid/cream products with powder to seal. Finish with setting spray. Touch up oil-controlling powder over t-zone midday.
What’s the deal with clean beauty?
“Clean” generally indicates banned ingredients like parabens, phthalates, formaldehyde releasers. May also indicate vegan, non-GMO, sustainably sourced formulas. Critics argue more natural ingredients mean shorter shelf life and less efficacy.
Which brand is best for beginners?
For those just starting out, choose versatile basics like a tinted moisturizer, cream blush, and sheer lip gloss/oil.Focus on techniques not trends. ELF, NYX and Milani offer excellent affordable options to experiment with.
The Future of Makeup: Inclusivity, Safety & Sustainability
While makeup has transformed dramatically from kohl-lined eyes and berry stained lips thousands of years ago, more evolution lies ahead.
Continued expansion of shade ranges, especially darker tones, will ensure more unique beauty feels celebrated. As norms broaden, makeup can unite us in self-expression vs reinforce restrictive standards.
Elevated safety standards must address gaps in FDA cosmetics oversight, like mandating full ingredient labeling and modernizing banned lists. Consumers grow savvier assessing ethics and testing. Brand transparency will become mandatory.
Eco-conscious packaging and sourcing responds to crisis levels of waste threatening ecosystems, wildlife and human health. Refill systems and biodegradable materials can significantly lighten collective footprint over next decade.
At its core, makeup unleashes confidence. Finding brands that spark joy while upholding positive ideals allows you to make the most empowering choice – yourself on your own terms.
