The 10 Most Popular Clean Beauty Brands of 2025 (Tested & Trusted)
*”Discover the 10 most popular clean beauty brands of 2025—dermatologist-tested and editor-approved. Shop safer makeup now!”*
More people are switching to most popular clean beauty brands that avoid harmful chemicals. These brands focus on safe, natural ingredients without sacrificing performance. If you’re looking for non-toxic makeup, organic formulas, or just cleaner options, this guide covers the top brands worth trying.
What Makes a Clean Beauty Brand?
Clean beauty means makeup made without ingredients that could harm your health or the environment. Many conventional cosmetics contain:
The most popular clean beauty brands avoid harmful ingredients like parabens, phthalates, and synthetic fragrances. Instead, they use:
✅ Natural oils (e.g., jojoba, coconut)
✅ Mineral pigments (non-irritating for sensitive skin)
✅ Certifications: EWG Verified, Leaping Bunny, USDA Organic
The Best Clean Beauty Brands Right Now
1. ILIA Beauty
Best for: Lightweight, skin-friendly makeup with SPF
Key Product: Super Serum Skin Tint (SPF 40) – A tinted moisturizer that hydrates while providing sun protection.
Why It Stands Out:
- No synthetic fragrances or pore-clogging oils
- EWG Verified
- Recyclable packaging
2. Kosas
Best for: Makeup that doubles as skincare
Key Product: Revealer Concealer – Covers dark circles while nourishing skin with hyaluronic acid and caffeine.
Why It Stands Out:
- Free from silicones and talc
- Fragrance-free
- Works for sensitive skin
3. RMS Beauty
Best for: Cream-based, dewy makeup
Key Product: “Un” Cover-Up Concealer – A creamy formula that blends easily without settling into fine lines.
Why It Stands Out:
- Made with organic coconut oil
- Non-comedogenic (won’t clog pores)
- Great for dry skin
4. Tower 28 Beauty
Best for: Hypoallergenic, sensitive-skin-friendly makeup
Key Product: SOS Daily Rescue Spray – A facial mist with hypochlorous acid to calm irritated skin.
Why It Stands Out:
- Dermatologist-tested
- Free of common irritants
- Safe for eczema and rosacea
5. Merit Beauty
Best for: Minimalist, luxury makeup
Key Product: Signature Lipstick – A creamy, buildable lipstick with a satin finish.
Why It Stands Out:
- Vegan and cruelty-free
- No synthetic fragrances
- Refillable packaging
6. Saie Beauty
Best for: Dewy, natural-looking makeup
Key Product: Slip Tint Dewy Tinted Moisturizer – Gives a fresh, hydrated glow.
Why It Stands Out:
- Silicone-free
- Infused with hyaluronic acid
- Eco-friendly packaging
7. W3LL PEOPLE
Best for: Affordable, high-performance clean makeup
Key Product: Expressionist Mascara – A natural mascara that adds volume without clumping.
Why It Stands Out:
- Dermatologist-approved
- No parabens or synthetic dyes
- Great for sensitive eyes
8. Juice Beauty
Best for: Anti-aging, organic makeup
Key Product: Phyto-Pigments Flawless Serum Foundation – A serum-foundation hybrid with plant-based oils.
Why It Stands Out:
- USDA-certified organic
- Packed with antioxidants
- Blurs fine lines
(For more about most popular clean beauty brands)
9. Alima Pure
Best for: Mineral makeup lovers
Key Product: Satin Matte Foundation – A powder foundation that evens out skin tone.
Why It Stands Out:
- Simple, non-irritating ingredients
- Buildable coverage
- Good for oily skin
10. Credo Beauty (Retailer Spotlight)
Best for: Discovering new clean brands
Why It Stands Out:
- Curates only brands with strict ingredient standards
- Offers sustainable packaging options
- Carries everything from makeup to skincare
How to Choose the Right Clean Beauty Brand
Match your skin type:
- Oily Skin: Try mineral-based brands like Alima Pure.
- Dry Skin: Creamy formulas from RMS Beauty or Saie.
- Sensitive Skin: Hypoallergenic picks from Tower 28.
Common Misconceptions About Clean Makeup
❌ “Clean makeup doesn’t last as long.”
✅ Many clean brands now offer long-wear formulas (like ILIA’s foundation).
❌ “Natural means it won’t irritate skin.”
✅ Some plant extracts (essential oils, citrus) can still cause reactions.
❌ “Clean beauty is always expensive.”
✅ Brands like W3LL PEOPLE and Alima Pure offer budget-friendly options.
Where to Buy Clean Beauty Products
- Credo Beauty (strict ingredient standards)
- The Detox Market (curated clean beauty selection)
- Sephora’s “Clean at Sephora” section (easy to shop in-store)
- Brand websites (often have discounts and samples)
FAQs About Clean Beauty Brands
❓ “Is clean makeup worth the price?”
Yes! Brands like W3LL PEOPLE offer affordable options (15– 15–25).
❓ “Do clean beauty products last as long?”
Many do—ILIA’s foundation lasts 12+ hours!
Final Thoughts For most popular clean beauty brands
Switching to clean, non-toxic makeup doesn’t mean sacrificing performance. Brands like ILIA, Kosas, and RMS Beauty prove that safe ingredients can still deliver great results. Start with one product—maybe a clean mascara or tinted moisturizer—and see how your skin responds.
Which clean beauty brand will you try first? Let us know in the comments!
