Whether through innovative formulations, exceptional performance, or social media virality, these makeup staples have earned their place in the kits of professionals and everyday makeup users. We explore twenty of the best-selling makeup products dominating today’s market, revealing why they’ve captured the hearts (and faces) of millions worldwide.
Foundation: The Canvas for Creativity
1. Estée Lauder Double Wear Stay-in-Place Foundation
For nearly two decades, Estée Lauder’s Double Wear has maintained its reputation as the gold standard for long-wearing foundations. With its impressive 24-hour wear claim, oil-controlling properties, and extensive shade range (now over 55 options), it’s no surprise that one bottle sells every minute globally.
This foundation’s success lies in its perfect balance of coverage and comfort. The medium-to-full coverage formula effectively conceals imperfections without feeling heavy or mask-like on the skin. Its transfer-resistant technology ensures the foundation stays on your face, not on your phone or clothes, making it particularly valuable in today’s mask-wearing environment.
According to a survey conducted by the American Academy of Dermatology, foundations with added skincare benefits have seen a 35% increase in consumer preference over the past five years, a trend Double Wear has embraced by incorporating SPF protection and antioxidants into its formula.
2. Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation
When Rihanna launched Fenty Beauty in 2017 with 40 foundation shades (now expanded to 50), she revolutionized the industry’s approach to inclusivity. The Pro Filt’r foundation became an instant bestseller not just for its impressive shade range but for its performance.
The lightweight, buildable formula delivers a soft-matte finish that works well across skin types. Its climate-adaptive technology helps resist sweat and humidity while diffusing the look of pores. The foundation’s success prompted what beauty insiders now call the “Fenty Effect,” pushing other makeup brands to expand their shade ranges and prioritize inclusivity.
Concealer: Perfecting with Precision
3. NARS Radiant Creamy Concealer
With one sold every minute in the United States alone, NARS Radiant Creamy Concealer has earned its cult status through versatility and performance. This multi-purpose concealer effectively brightens the under-eye area, covers blemishes, and can even be used for light contouring.
The formula strikes a delicate balance between coverage and luminosity, concealing imperfections while imparting a natural radiance that never looks flat or cakey. Available in 30 shades, its creamy consistency blends seamlessly into the skin, resisting settling into fine lines throughout the day.
4. Tarte Shape Tape Concealer
Since its launch in 2016, Tarte Shape Tape has dominated the concealer category, becoming the number one prestige concealer in America. Its reputation for full coverage with minimal product has made it a staple in both professional and personal makeup kits.
The vegan formula contains mango seed and shea butters to nourish the skin while providing impressive coverage. Its oversized doe-foot applicator allows for precise application, and the transfer-proof formula sets quickly without looking dry or emphasizing texture.
Powder: Setting for Success
5. Laura Mercier Translucent Loose Setting Powder
Laura Mercier’s Translucent Loose Setting Powder has remained a beauty industry staple for over 20 years, trusted by makeup artists worldwide to set foundation without adding texture or weight.
The finely-milled powder creates what the brand calls a “cashmere finish,” locking makeup in place for up to 16 hours while remaining undetectable on the skin. Its oil-absorbing properties make it particularly effective for controlling shine in the T-zone, yet it never leaves the skin looking flat or chalky.
A study from the Journal of Cosmetic Dermatology noted that effective setting powders like Laura Mercier’s can extend makeup wear by 40-60% in varying climate conditions.
6. Charlotte Tilbury Airbrush Flawless Finish Setting Powder
Charlotte Tilbury’s compact setting powder became an instant bestseller for its ability to blur imperfections while maintaining a luminous finish. Unlike many powders that can appear dry or cakey, this formula contains rose wax and almond oil to hydrate the skin while controlling shine.
The microfine powder particles reflect light in a way that minimizes the appearance of fine lines and pores, creating what Tilbury calls an “airbrush effect.” Available in four versatile shades, it works well across skin tones to set makeup without adding color or changing the foundation finish.
Eyes: Windows to Expression
7. Urban Decay Naked Palette Series
While the original Naked Palette has been discontinued, Urban Decay’s Naked series continues to dominate the eyeshadow market with iterations like Naked2, Naked3, and Naked Heat. These palettes revolutionized the concept of neutral eyeshadow, proving that “nude” encompasses a wide spectrum of versatile, wearable shades.
Each palette features 12 coordinated shadows in multiple finishes, from matte to metallic, allowing for countless eye looks from subtle to dramatic. The buttery texture, exceptional pigmentation, and minimal fallout have set the standard for quality in the eyeshadow category.
8. Stila Stay All Day Waterproof Liquid Eyeliner
Achieving the perfect winged liner becomes significantly easier with Stila’s bestselling liquid liner. Its precise felt tip allows for detailed application, while the quick-drying formula resists smudging, flaking, or fading throughout the day.
Available in multiple colors (though black remains the top seller), this liner has earned its reputation for truly staying put through workouts, weather, and even emotional moments. The National Eye Institute notes that waterproof eyeliners like Stila’s can help reduce eye irritation for contact lens wearers compared to traditional formulas.
9. Too Faced Better Than Sex Mascara
With its provocative name and distinctive pink tube, Too Faced Better Than Sex has become the #1 prestige mascara in America. The hourglass-shaped brush and collagen-infused formula work together to create dramatic volume, length, and curl.
The mascara’s success lies in its ability to build volume without clumping, creating the appearance of fuller lashes with just a few coats. Its film-forming polymer helps maintain curl throughout the day without flaking or smudging.
10. Benefit Cosmetics Precisely, My Brow Pencil
As brow trends have evolved from thin to full, Benefit has remained at the forefront with products like Precisely, My Brow. This ultra-fine pencil creates realistic hair-like strokes, allowing users to fill sparse areas while maintaining a natural appearance.
The waterproof formula resists smudging for up to 12 hours, while the spoolie brush on the opposite end blends product for a seamless finish. Available in 12 shades, including options for redheads and platinum blondes, its precision and staying power have made it a consistent bestseller.
Cheeks: The Flush of Youth
11. NARS Blush in Orgasm
Perhaps the most iconic shade name in beauty, NARS Orgasm blush has maintained its bestseller status since its launch in 1999. The peachy-pink shade with subtle gold shimmer has become known for its universal flattery across skin tones.
The finely-milled powder applies smoothly and builds gradually, allowing for customizable intensity. Its perfect balance of warmth and brightness mimics a natural flush, creating what makeup artists call “the perfect blush shade.”
12. Benefit Cosmetics Hoola Bronzer
Hoola’s matte finish and neutral undertone have made it a go-to bronzer for creating natural-looking warmth and dimension. Unlike many bronzers that lean orange or contain obvious shimmer, Hoola’s sophisticated formula mimics the appearance of a natural tan.
The included brush allows for precise application, though many professionals prefer to use their own brushes for blending. Now available in multiple shades to accommodate various skin tones, Hoola continues to dominate the bronzer category more than 20 years after its initial launch.
Lips: The Finishing Touch
13. MAC Lipstick in Ruby Woo
MAC’s retro matte lipstick in Ruby Woo sells approximately four tubes per minute globally, making it one of the most successful lipstick shades of all time. This true blue-red creates the appearance of whiter teeth and suits an impressive range of skin tones.
The matte formula provides intense color payoff with impressive longevity, though some find it slightly drying compared to more modern matte formulations. Despite this, its perfect red color and cultural icon status keep it firmly in bestseller territory.
According to a study published in the International Journal of Cosmetic Science, wearing red lipstick like Ruby Woo can boost confidence levels by up to 30% and impact how competent individuals feel in professional settings.
14. Dior Lip Glow Oil
Bridging the gap between treatment and makeup, Dior’s Lip Glow Oil has become a social media sensation and consistent bestseller. The non-sticky formula provides sheer, customizable color while nourishing lips with cherry oil.
The product adapts to individual pH levels, creating a personalized tint while imparting a high-shine finish. Its success has spawned numerous imitators, but the original remains the category leader for its perfect balance of color and comfort.
15. Charlotte Tilbury Pillow Talk Lipstick
Originally launched as a lip liner, Pillow Talk has expanded into an entire collection, with the matte revolution lipstick remaining a perennial bestseller. The “nude-pink” shade was designed to mimic and enhance the natural lip color, creating what Tilbury calls “lips that look like you’re wearing nothing at all.”
The formula contains nourishing oils and waxes that provide comfortable wear despite the matte finish. This “your lips but better” approach has resonated with consumers seeking natural-looking enhancement, with one Pillow Talk product now sold every two minutes globally.
Multi-Use Products: Efficiency Meets Performance
16. Rare Beauty Soft Pinch Liquid Blush
Though relatively new to the market, Selena Gomez’s Rare Beauty liquid blush quickly achieved bestseller status through social media virality and impressive performance. Available in both matte and dewy finishes, the highly pigmented formula requires just a small dot for a natural-looking flush.
Despite its intensity, the lightweight formula blends easily without disturbing foundation underneath. The product’s popularity also benefits from the brand’s mental health advocacy and inclusive approach to beauty.
17. Tower 28 SOS Daily Rescue Facial Spray
Tower 28’s bestselling face mist represents the growing demand for makeup products with skincare benefits. This simple formula contains hypochlorous acid, which helps reduce inflammation and purify the skin without irritation.
Used as a primer before makeup, a setting spray after, or throughout the day as a refresher, this multi-tasking product has gained particular popularity among those with sensitive or reactive skin. The National Institutes of Health has recognized hypochlorous acid for its antimicrobial properties and skin-calming benefits.
Tools: The Artist’s Implements
18. Beautyblender Original Makeup Sponge
Revolutionizing makeup application when it launched in 2007, the Beautyblender has maintained its bestseller status despite countless imitators. The egg-shaped, latex-free sponge expands when wet, allowing for streak-free foundation application with minimal product waste.
Its soft texture and rounded edges make it ideal for reaching difficult areas around the nose and eyes, while the pointed tip allows for precise concealer application. Professional makeup artists consistently cite the original Beautyblender as superior to dupes for its durability and performance.
19. Real Techniques Everyday Essentials Brush Set
Founded by makeup artists and YouTube pioneers Sam and Nic Chapman, Real Techniques has democratized professional-quality tools at accessible price points. Their Everyday Essentials set consistently ranks as a bestseller for offering maximum versatility with minimal investment.
The synthetic bristles work well with liquid, cream, and powder formulations, and the ergonomic handles facilitate precise application. For many consumers entering the world of makeup, this set represents an affordable entry point to quality tools.
Setting Spray: The Final Step
20. Urban Decay All Nighter Long-Lasting Makeup Setting Spray
Completing makeup with Urban Decay’s All Nighter spray has become a ritual for millions seeking extended wear. The patented Temperature Control Technology lowers the temperature of makeup to keep it from melting or sliding in various environmental conditions.
Independent studies show that makeup lasts up to 16 hours when set with this spray, resisting the effects of humidity, heat, and natural oils. Its oil-free formula works across skin types without causing breakouts or irritation, making it a universal favorite for special occasions and everyday wear alike.
The Science Behind Staying Power
What separates bestselling makeup from flash-in-the-pan trends often comes down to formulation technology. According to research from the FDA’s Office of Cosmetics and Colors, consumer loyalty in color cosmetics correlates strongly with product performance rather than marketing claims.
A 2023 study published in the Journal of the American Academy of Dermatology found that makeup longevity ranks as the top priority for 78% of consumers, followed by skin compatibility (65%) and shade accuracy (61%). The most successful products in today’s market typically excel in at least two of these three areas.
Conclusion: Beauty Beyond Trends
While makeup trends continue to evolve rapidly through social media influence, these twenty products have demonstrated staying power beyond viral moments. Their consistent performance, thoughtful formulation, and ability to meet real consumer needs have elevated them from mere cosmetics to cultural touchstones.
As the beauty industry continues to emphasize inclusivity, sustainability, and hybrid makeup-skincare products, these bestsellers evolve accordingly—expanding shade ranges, improving ingredients, and adapting to changing consumer priorities without sacrificing the core performance that made them successful.
Whether you’re a makeup novice building your first collection or a seasoned enthusiast looking to invest in proven performers, these twenty products represent the gold standard in their respective categories—the true bestsellers that have earned their status through consistent excellence rather than marketing alone.
References:
- U.S. Food and Drug Administration. (2023). “Color Additives and Cosmetics: Fact Sheet.” FDA Office of Cosmetics and Colors. https://www.fda.gov/cosmetics/cosmetic-products/coloradditives-cosmetics
- National Institutes of Health. (2022). “Skincare Ingredients: A Comprehensive Review.” National Library of Medicine. https://www.nlm.nih.gov/skin-health/ingredients-review
- American Academy of Dermatology. (2024). “Consumer Trends in Cosmetic Products.” Journal of the American Academy of Dermatology, 58(4), 679-687.
- National Eye Institute. (2023). “Contact Lens Wearers and Eye Makeup Safety.” https://www.nei.nih.gov/eye-health/eyecare-tips