Let’s be honest—trying to figure out which makeup brands are actually worth your money feels like wandering through a beauty maze where every turn leads to another influencer swearing they’ve found “the holy grail.” We’ve spent countless hours at Sephora and Ulta swatching foundations on our wrists until it resembled a patchy paint sample card, scrolled through midnight TikTok rabbit holes of product reviews, and wasted more money than we care to admit on disappointing purchases that looked nothing like they did online. The beauty industry thrives on our FOMO, constantly convincing us that the next launch will finally deliver something new, something special.
We have spent ages testing products, interviewing makeup artists, and watching the industry transform, and developed a fresh understanding of what separates the truly exceptional brands from the merely adequate. We cut through the marketing noise to spotlight the makeup brands that consistently outperform their competitors across multiple product categories, price points, and consumer needs. For more recommendations on what products actually sell, explore our list of the best-selling makeup products of the year.
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Best Makeup Brands Top-10 List
- Charlotte Tilbury
- Pat McGrath Labs
- Westman Atelier
- MAC Cosmetics
- NARS Cosmetics
- Rare Beauty
- e.l.f. Cosmetics
- NYX Professional Makeup
- Anastasia Beverly Hills
- Fenty Beauty
What Makes a Makeup Brand Truly “The Best”?
Before buckling down into the weeds of the details, it’s worth establishing the criteria that elevate certain makeup brands above their competitors:
Product Performance: Above all, superior makeup delivers consistent results. The best brands formulate products that apply smoothly, blend seamlessly, resist fading or creasing throughout the day, and live up to their published claims.
Innovation: Leading brands continuously push the boundaries of formulation science, introducing new technologies that address longstanding beauty challenges or create entirely new product categories.
Inclusive Shade Ranges: The industry’s best have expanded beyond limited color palettes to create truly inclusive collections that serve diverse skin tones and undertones. (Sorry….we didn’t mean to say “inclusive” and “diverse”. We meant to say “expansive”….)
Value Proposition: While premium pricing often correlates with quality, the best brands offer products that justify their cost through superior performance, regardless of price point.
Sustainability Commitments: As environmental consciousness grows, standout brands have implemented meaningful sustainability initiatives beyond surface-level marketing claims.
With these standards in mind, let’s explore the makeup brands that consistently receive praise from beauty professionals, consumers, and industry experts.
Luxury Makeup Brands Worth the Splurge
Charlotte Tilbury
Founded by the legendary makeup artist to the stars, Charlotte Tilbury has quickly skyrocketed since its 2013 launch. The brand’s rise stems from its uncanny ability to translate red carpet glamour into accessible products for everyday consumers.
Standout Products:
- Pillow Talk Lipstick: This universally flattering nude-pink shade has achieved legendary status, with one sold every two minutes globally.
- Airbrush Flawless Foundation: Offering exceptional coverage without heaviness, this foundation comes in 44 shades and features skincare ingredients like peptides and hyaluronic acid.
- Hollywood Flawless Filter: Neither a foundation nor a highlighter but something magnificently in between, this glow-enhancing product creates the filtered effect its name promises.
Charlotte Tilbury’s appeal lies in its ability to demystify professional techniques through user-friendly products packaged in Instagram-worthy rose gold. While premium-priced, the brand’s products consistently deliver transformative results that justify their investment.
Shop Charlotte Tilbury on Amazon
Pat McGrath Labs
When the world’s most influential makeup artist launches her own line, expectations run stratospherically high. Pat McGrath Labs, founded in 2015, has exceeded even these lofty expectations with formulations that capture McGrath’s avant-garde aesthetic and unparalleled technical expertise.
Standout Products:
- Mothership Eyeshadow Palettes: These meticulously curated color stories feature innovative finishes that previously existed only in McGrath’s professional kit, from subtle-to-dramatic dimensional shimmers to groundbreaking “special” shades with multi-chromatic effects.
- Skin Fetish Highlighter: Creating the coveted “wet-look” highlight that became McGrath’s signature on fashion runways.
- MatteTrance Lipstick: Offering richly pigmented, truly comfortable matte finishes in distinctive collectible packaging.
Pat McGrath Labs represents makeup as high art, with prices reflecting the brand’s position as the beauty industry’s equivalent to haute couture. For makeup enthusiasts who appreciate statement-making formulations and editorial-inspired looks, few brands deliver comparable innovation.
Shop Pat McGrath Labs on Amazon
Westman Atelier
The brand was founded by celebrity makeup artist Gucci Westman in 2018. Westman Atelier represents the intersection of luxury, clean beauty, and professional performance. The brand’s “consciously crafted” approach eliminates potentially problematic ingredients without compromising on sophisticated formulations.
Standout Products:
- Vital Skin Foundation Stick: This creamy, buildable foundation doubles as concealer while incorporating skincare benefits from ingredients like phytosphingosine and camellia seed oil.
- Baby Cheeks Blush Stick: A foolproof cream blush that melts into skin for natural-looking color that enhances rather than masks.
- Face Trace Contour Stick: Creating believable definition with its blend of china clay and biomimetic pigments.
Westman Atelier’s minimalist packaging houses state-of-the-art formulations that achieve Westman’s signature “second-skin” aesthetic. While decidedly investment pieces, these products epitomize modern luxury with their multi-tasking capabilities and skin-nourishing ingredients.
Shop Westman Atelier on Amazon
Mid-Range Brands with Professional-Quality Performance
MAC Cosmetics
Since its founding in 1984, MAC Cosmetics has maintained its position as a professional artist staple while remaining accessible to everyday makeup enthusiasts. The brand’s technical innovation and vast shade ranges established industry standards long before inclusivity became a marketing buzzword.
Standout Products:
- Studio Fix Fluid Foundation: With over 60 shades spanning warm, neutral, and cool undertones, this long-wearing foundation remains the industry benchmark for shade diversity.
- Powder Kiss Lipstick: Reinventing matte lipstick with a moisture-matte formula that delivers softly diffused color without dryness.
- Paint Pot: These crease-resistant cream eyeshadows double as primers and deliver intense color payoff that lasts throughout the day.
MAC continues to balance trendsetting seasonal collections with consistently reliable professional staples, maintaining relevance across generations of makeup users despite increasing competition.
NARS Cosmetics
Founded by makeup artist François Nars in 1994, NARS built its reputation on multipurpose products with sophisticated color stories and sleek, minimalist packaging. The brand consistently delivers products that bridge everyday wearability with editorial edge.
Standout Products:
- Radiant Creamy Concealer: This medium-to-full coverage concealer set new standards for addressing under-eye concerns without settling into fine lines.
- Blush in Orgasm: Perhaps the most famous blush shade in beauty history, this universally flattering peachy-pink with subtle gold shimmer launched an entire franchise of complementary products.
- Soft Matte Complete Foundation: Proving that matte finish can coexist with comfortable wear, this foundation manages oil while maintaining a natural skin-like appearance.
NARS consistently delivers sophisticated color cosmetics with enduring appeal beyond seasonal trends, making the brand a reliable investment for building a versatile makeup collection.
Rare Beauty
Launched by Selena Gomez in 2020, Rare Beauty has quickly distinguished itself from celebrity beauty brands through its exceptional product performance and mental health advocacy. The brand donates 1% of all sales to the Rare Impact Fund supporting mental health services.
Standout Products:
- Soft Pinch Liquid Blush: These intensely pigmented yet blendable cream blushes deliver natural-looking color that lasts throughout the day.
- Positive Light Liquid Luminizer: Creating a subtle illumination that enhances skin without emphasizing texture.
- Perfect Strokes Universal Volumizing Mascara: Offering impressive volume and definition with a vegan formula suitable for sensitive eyes.
Rare Beauty’s thoughtful formulations emphasize ease of application, making professional-quality results achievable for makeup novices and experts alike. The brand’s inclusive shade ranges and accessible price points have earned it devoted followers across demographic groups.
Budget-Friendly Brands That Outperform Their Price Points
e.l.f. Cosmetics
Founded in 2004 with the revolutionary concept of $1 makeup, e.l.f. (eyes, lips, face) has evolved into a comprehensive brand known for remarkably effective formulations at accessible price points. The brand’s commitment to cruelty-free, vegan products without compromising performance has built a devoted following.
Standout Products:
- Poreless Putty Primer: This silicone-free primer creates an impeccable canvas for foundation application, rivaling products ten times its price.
- 16HR Camo Concealer: Available in both matte and hydrating formulas, this full-coverage concealer delivers professional results at drugstore prices.
- Bite-Size Eyeshadow Quads: These perfectly curated mini palettes offer impressive color payoff and blendability in travel-friendly packaging.
e.l.f.’s transparent pricing and continuous innovation demonstrate that quality makeup need not require significant investment, making the brand an excellent entry point for beginners or budget-conscious beauty enthusiasts.
Shop e.l.f. Cosmetics on Amazon
NYX Professional Makeup
Operating in the “masstige” space between mass market and prestige cosmetics, NYX delivers professional-quality formulations with accessible pricing. The brand’s extensive product range covers every category from foundation to special effects makeup.
Standout Products:
- Butter Gloss: These non-sticky lip glosses deliver comfortable wear and impressive pigmentation in a vast shade range.
- Epic Ink Liner: Rivaling high-end liquid eyeliners with its precise tip and fade-resistant formula.
- Can’t Stop Won’t Stop Foundation: Offering exceptional long-wear performance and an extensive 45-shade range at drugstore prices.
NYX’s continuous product development and regular incorporation of professional feedback keeps the brand relevant despite increasing competition in the affordable makeup space.
ColourPop Cosmetics
Founded in 2014, ColourPop revolutionized makeup marketing with its direct-to-consumer model and rapid-response product development. The brand’s ability to quickly transform beauty trends into affordable products while maintaining quality has disrupted traditional retail models.
Standout Products:
- Super Shock Shadows: These innovative cream-powder hybrid eyeshadows deliver intense pigmentation and unique dimensional finishes.
- Lippie Stix: Offering comfortable wear and impressive color payoff in a wide variety of finishes from matte to glossy.
- Pretty Fresh Tinted Moisturizer: Providing natural-looking coverage with skincare benefits at an accessible price point.
ColourPop’s frequent limited-edition collaborations and trend-focused releases maintain consumer excitement while their core products deliver reliable quality for everyday use.
Specialized Brands Excelling in Specific Categories
Anastasia Beverly Hills (Brows & Eyeshadow)
Beginning as a brow-focused brand in the Beverly Hills salon of founder Anastasia Soare, Anastasia Beverly Hills revolutionized eyebrow grooming through its “Golden Ratio” technique. While the brand has expanded into color cosmetics, it maintains unparalleled authority in brow products.
Standout Products:
- Brow Wiz: This micro-precision pencil creates natural-looking brow hairs with its fine tip and smudge-resistant formula.
- Dipbrow Pomade: Delivering waterproof definition for sculpted brows that remain flawless through workouts and weather.
- Modern Renaissance Eyeshadow Palette: The warm-toned palette that launched countless imitators with its revolutionary color story and buttery formula.
ABH’s technical expertise in eye-enhancing products has built a devoted following among professionals and consumers seeking precision and reliability.
Fenty Beauty (Complexion Products)
Launched by Rihanna in 2017, Fenty Beauty revolutionized the industry with its groundbreaking 40-shade foundation range (since expanded to 50+). The brand’s “Beauty for All” philosophy prioritizes inclusive formulations without compromising performance or style.
Standout Products:
- Pro Filt’r Soft Matte Foundation: The category-redefining foundation that demonstrated the market demand for truly inclusive shade ranges.
- Killawatt Freestyle Highlighter: These multidimensional highlighters deliver customizable intensity from subtle glow to dramatic metallic finish.
- Gloss Bomb Universal Lip Luminizer: Creating the perfect non-sticky shine that enhances natural lip color.
Fenty Beauty’s technological innovation in shade development and texture formulation continues to influence industry standards for inclusivity and performance.
Tower 28 (Sensitive Skin)
Founded by Amy Liu after her struggles with sensitive skin and eczema, Tower 28 addresses the needs of consumers with reactive skin conditions through rigorously tested, non-irritating formulations. The brand adheres to the National Eczema Association’s ingredient guidelines while delivering impressive performance.
Standout Products:
- SOS Daily Rescue Facial Spray: This innovative hypochlorous acid spray serves as both skincare and makeup refresher for irritated skin.
- BeachPlease Tinted Lip + Cheek Balm: Creating natural-looking color without potential irritants like essential oils or synthetic fragrances.
- ShineOn Lip Jelly: Offering comfortable moisture and subtle color without the stickiness or irritation common in lip glosses.
Tower 28’s thoughtful formulations demonstrate that sensitive skin need not limit makeup options, providing beautifully performing products for those with reactive skin concerns.
Conclusion: Building Your Personal Makeup Wardrobe
The “best” makeup brands ultimately depend on individual preferences, needs, and priorities. A minimalist might prioritize multipurpose products from brands like Westman Atelier, while someone exploring creative expression might gravitate toward Pat McGrath Labs’ artistic formulations. Those managing sensitive skin might find their holy grail products within Tower 28’s carefully curated line.
Rather than limiting yourself to products from a single brand, consider building a personalized collection that draws from various brands’ strengths. Perhaps your perfect makeup wardrobe includes Charlotte Tilbury’s complexion products, Anastasia Beverly Hills’ brow definers, and ColourPop’s affordable eyeshadow palettes for experimentation.
By focusing on product performance rather than brand loyalty alone, you’ll discover the truly exceptional products that deserve space in your makeup bag—regardless of price point or packaging. After all, the best makeup enhances rather than masks, empowering you to present your most confident self to the world. Now, that you learned about the best brands, check out the top cosmetics companies in the world.