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When it comes to makeup, finding clean makeup brands that are both effective and safe can feel overwhelming. With so many options available on the market today, it’s hard to know which brands truly prioritize non-toxic ingredients and clean formulations. Makeup is fun, transformative and can be an awesome way to build your self confidence as you experiment with different glam looks!
It can also come with a side of toxic chemicals that no one ordered so it is important to be mindful of the brands you are using.
Since you are here, I’m guessing you’ve already dipped your toes into the clean beauty world (or at least Googled it!) so I want to assure you that you are in the right place, my friend!
Fortunately, the clean beauty movement has made it easier than ever to choose clean makeup brands that actually work and are kind to your skin while also being free from harmful chemicals. In this blog post, I am sharing five of the safest clean makeup brands available online!
To make the list, all of the products had to be:
- Trusted by clean beauty lovers (including myself!)
- Effective
- From brands who are dedicated to using high quality, safe ingredients
- Affordable
- Readily accessible for all of your beauty needs
There are many makeup brands out there that are actually clean and many that also claim to be. Let’s dive in to the best actually clean makeup brands available online right now.
The Best Clean Makeup Brands Available Online
1. Counter (formerly Beautycounter)
Setting the Standard!
You may already know and love this clean makeup brand, since they’re one of the originals! One of the best in the industry is back better than ever as Counter!
Beautycounter was kind of like my first love in the clean beauty world because I found this brand first when I was looking for a safer deodorant a few years back.
Counter is more than just a clean makeup brand; it’s a movement advocating for safer beauty standards across the board. They are on a mission to clean up the entire industry.
With a strict “Never List” of over 2,800 banned ingredients, Counter goes above and beyond to ensure their products are clean and effective. They do not mess around when it comes to safety AND their products work really well, too.
Counter Products You Absolutely have to Try:
- Skin Twin Featherweight Foundation: Lightweight, breathable, and covers like a dream! Need I say more?
- Dew Skin Tinted Moisturizer SPF 20: For those “no makeup” makeup days we all love!
Counter’s transparency and dedication to clean beauty for the last decade make them an excellent choice if you’re looking for clean makeup brands.
Shopping with Counter isn’t just self-care; it’s voting with your dollars for better, safer standards which every single one of us deserves, don’t you agree?!
2. ILIA Beauty
Clean Ingredients, Killer Performance!
You’ve probably heard of ILIA because they are making a name for themselves as a trailblazer in clean beauty! People absolutely LOVE their products, and for good reason, too!
ILIA Beauty was founded by Sasha Plavsic after her mother encouraged her to read the ingredients on the label of her favorite lip balm. She was shocked by what she found so she decided to create her own clean version of the lip balm. Pretty neat, right?!
ILIA Beauty has been challenging conventional standards while proving that high-performance makeup can also be non-toxic. Bonus: Their packaging is super sleek and pretty, so their products look gorgeous on your bathroom counter, too!
Their makeup is nourishing to your skin and won’t break the bank!
Products You Should Try from ILIA Beauty:
- ILIA Beauty Super Serum Skin Tint SPF 40: This is a fan favorite! Picture your natural skin with a beautiful glow and built in SPF. This is a lightweight foundation that hydrates, evens skin tone, and protects against UV rays. It feels so nice and gives just the right amount of coverage!
- ILIA Beauty Limitless Lash Mascara: This could quite possibly be my favorite clean mascara! It lengthens, lifts and conditions your lashes. It is also easy to remove and doesn’t smudge in the meantime.
ILIA Beauty stands out as a leader of clean makeup brands because all of their formulas are held to high safety standards, their products are cruelty-free, many are vegan, and they incorporate skincare benefits into their makeup. Plus, their minimalist packaging and sustainable practices make them even better!
3. RMS Beauty
Minimalist Chic, Maximum Impact
RMS Beauty is a new-to-me clean makeup brand! I am so glad it was mentioned to me because I have been really impressed with their products. I have a lot of fun trying new clean makeup brands that I can then recommend to you!
Think of RMS Beauty as your bougie bestie who likes the finer things in life! (wait…who am I kidding, don’t we all?!)
Created by Rose-Marie Swift, a master makeup artist for over 40 years, RMS Beauty has been used by supermodels and celebrities for years. Rose-Marie prides herself on asking the tough, often controversial, questions that will push the beauty industry forward to a safer place. Love that for us!
This brand is that luxury skincare-makeup hybrid you didn’t know you needed. Their products are made with raw, organic, and food-grade ingredients. One of my favorite things about RMS Beauty’s website is that the founder, Rose-Marie, will show you how to use the products with short video tutorials on each product page!
This was so fun and unique to see her recommendations and learn how to use the products confidently! This is so helpful, especially when you are new to a brand or to clean beauty in general.
RMS Beauty Must-Try Products:
- Living Luminizer: A fan favorite highlighter that delivers a dewy, luminous glow. I am loving the Champagne Rose’ Luminizer! Is there anything better than a good highlighter?
- “Un” Cover-Up Concealer: Lightweight, hydrating, and makes you look like you got a full night’s sleep (even when you didn’t). There are also 16 different shades to choose from, truly something for everyone!
RMS Beauty is big on quality and transparency as well which is definitely nice to see in a clean beauty brand because when they share their ingredients so freely it means they have nothing to hide!
4. Kosas
Clean, Comfortable, and Modern
Kosas is the cool-girl brand of clean beauty. The Kosas vibe? Bold colors, sleek packaging, and formulas that feel as good as they look. These products are clean, comfy, and designed to last all day – because who has time for touch ups in between wrangling kids and another meeting that should’ve been an e-mail?! Kosas knows what’s up!
When I think about Kosas as a brand, I can’t help but smile. Their website literally screams “happy place” with fun, bold, bright colors and the product packaging as the same vibe and feels like a party in a bottle.
You can’t help but want to try their makeup! It is SO fun.
Kosas takes a modern approach to clean beauty, offering bold, high-impact products that are safe for your skin. Their formulas are free from parabens, phthalates, and sulfates, making them perfect for anyone looking to avoid toxic ingredients. Similar to Beautycounter and RMS Beauty, Kosas also bans over 2,700 ingredients from their products! Truly incredible.
Kosas Products You Have to Try:
- Wet Lip Oil Plumping Gloss: One thing I missed the most when Beautycounter wasn’t available was the lip gloss so I was SO excited to find this one from Kosas! It is a non-sticky, ultra-nourishing lip gloss infused with peptides to plump and hydrate. There are a bunch of different shades too depending on what you are in the mood for!
- Revealer Skin Improving Foundation SPF 25: Kosas’ award winning foundation is lightweight and doesn’t even feel like you have makeup on. It also contains hyaluronic acid, niacinamide, peptides, and squalane which are great skincare ingredients clinically shown to hydrate, visibly brighten, and soothe! Yes, please. This foundation is a no brainer, must have!
Kosas is cruelty-free, and many of their products are vegan. Their chic packaging and versatile shades make them a fun, easy to fall in love with brand. You’ll definitely want to check it out as you explore clean makeup brands!
5. Tower 28
Sensitive skin’s best friend!
Sensitive skin? Meet your new BFF, Tower 28! They’re a clean beauty brand that’s formulated for sensitive skin specifically.
If your skin tends to freak out at the mere mention of new products, Tower 28 is a gamechanger.
Their hypoallergenic, dermatologist-tested makeup is free from essential oils, fragrances, and other known irritants.
Per their website, all of Tower 28’s products 100% adhere to the National Eczema Association’s ingredient guidelines, too, which I thought was pretty impressive.
Their products are a true safe space for sensitive skin which can sometimes be hard to find!
Tower 28 Products My Sensitive Skin Girlies Will Love:
- BeachPlease Lip + Cheek Cream: A creamy, blendable formula that adds a pop of color to your cheeks and lips.
- ShineOn Lip Jelly: A hydrating lip gloss that delivers a juicy shine without stickiness.
Tower 28’s products are vegan, cruelty-free, and free from common irritants like essential oils and fragrances. Plus, their commitment to inclusivity and accessibility has earned them a loyal fan base.
Finding Clean Makeup Brands Doesn’t Have to Be Complicated
Switching to clean, non-toxic makeup doesn’t have to be difficult. I know it can feel overwhelming at first but with these brands like ILIA Beauty, Beautycounter, RMS Beauty, Kosas, and Tower 28 it is easy to find safe, effective and affordable clean makeup brands that align with your values. Whether you’re a clean makeup newbie or a long-time clean beauty advocate, these brands have something for everyone.
They’re also easy to shop online, so no excuses, your glow-up is just a few clicks away. Your makeup should make you feel fabulous – not stressed about what might be lurking in the ingredient list!
Ready to upgrade your makeup bag?
Shop my favorite clean makeup brands that are trusted and highly regarded! 🙂
REMEMBER: If you are just starting out, I recommend swapping out one or two products at a time. There’s no need to overhaul everything at once or burn yourself out with all of the information.
You are making an impactful improvement just switching one product at a time.
