 
 Real people. Real favorites. 
dug through thousands of reviews and beauty hauls to find out which brands Americans actually can’t live without in 2025. 
From skincare that saves your morning routine to makeup that’s all over TikTok, here are the most-loved beauty brands in the U.S. no ads, no fluff, just what shoppers swear by.
 
   
  
  
  
  
  
  
 