Continues to lead the industry thanks to its ultra-inclusive shade range and trendsetting formulas like the Pro Filt’r Soft Matte Foundation, available in 50+ shades.
Fenty Beauty
Synonymous with luxury, artistry, and rich pigmentation. Products like the Mothership Eyeshadow Palettes deliver professional, editorial-quality finishes
Pat McGrath Labs
Founded by Selena Gomez, it’s renowned for lightweight, skin-friendly formulas, inclusive shades, and mental health advocacy through the Rare Impact Fund.
Rare Beauty
Offers glamorous, high-performing makeup, including fan-loved items like Hollywood Glow Foundation and Pillow Talk Lipstick, with an elegant, timeless appeal.
Charlotte Tilbury
Noted for bold, high-impact looks—dramatic eyeshadows, Faux Filter Foundation, and trendsetting palettes dominate social media and glam routines
Huda Beauty
A clean-beauty pioneer focusing on ingredient transparency and sensitive-skin-friendly formulas like Super Serum Skin Tint, favored by beauty editors and minimalists
ILIA Beauty
A beloved drugstore brand offering quality, affordability, and trend hits like Fit Me Foundation, Sky High Mascara, and SuperStay Matte Ink lipsticks
Amazon.com: MAYBELLINE NEW YORK
Known for ultra-affordable prices (many items under $20), cruelty-free formulas, and social media collaborations. Popular for eyeshadows, lipsticks, and trend-driven collections
ColourPop Cosmetics
Though Canadian-founded, it's a staple in the U.S. market for pro-quality and classic staples like Studio Fix and Ruby Woo—known for backstage relevance and consistent high ratings
MAC Cosmetics
often dubbed a “holy grail” for its long-wear and flawless coverage—a common highlight in customer feedback
