Makeup brands are everywhere—but which ones truly lead the market in the USA?
Are you loyal to brands like Fenty Beauty or MAC? Or do you love affordable options from e.l.f. or NYX? With so many makeup and skincare brands launching new products every season, it’s tough to keep up.
But the demand is real. According to reports, the USA cosmetic market is expected to reach $91 billion by 2025. And within this, cosmetic skincare and makeup brands are seeing major growth. From vegan formulas to tech-driven skincare hybrids, brands are innovating faster than ever.
In this blog, we’ll list the top 20 makeup brands in the USA, explain their hero products, and share key facts. Whether you’re a daily makeup user or just starting out, you’ll find practical product tips here.
Also, if you’re building your own skincare brand, you’ll find help through Maker’s Row. It offers tools to connect with USA-based manufacturers that specialize in beauty products.
Let’s get started and see which brands stand out in the ever-growing world of beauty.
Top 20 Makeup Brands & Their Products in USA – Facts & FAQs
1. Maybelline New York
- Headquarters: New York City, New York
- Established: 1915
- Top Product: Fit Me Matte + Poreless Foundation
- Specialty: Affordable, versatile complexion products
- Why It’s Popular: Drugstore pricing with high-end performance; available in over 120 countries.
2. Fenty Beauty
- Headquarters: San Francisco, California
- Established: 2017 (by Rihanna in partnership with LVMH)
- Top Product: Pro Filt’r Soft Matte Longwear Foundation
- Specialty: Inclusive shades for all skin tones
- Why It’s Popular: Groundbreaking diversity in foundation shades; celebrity brand with substance.
3. MAC Cosmetics
- Headquarters: New York City, New York (Owned by Estée Lauder Companies)
- Established: 1984 in Toronto, Canada (entered USA in 1990s)
- Top Product: Studio Fix Fluid SPF 15 Foundation
- Specialty: Professional-grade makeup for artists
- Why It’s Popular: Bold colors, long-lasting pigments, trusted by makeup professionals.
4. e.l.f. Cosmetics
- Headquarters: Oakland, California
- Established: 2004
- Top Product: Halo Glow Liquid Filter
- Specialty: Affordable, vegan, cruelty-free products
- Why It’s Popular: TikTok-friendly, budget-friendly, and surprisingly high-quality.
5. L’Oréal Paris USA
- Headquarters: New York City, New York
- Established: 1909 (France), USA operations strong since 1953
- Top Product: Voluminous Lash Paradise Mascara
- Specialty: Skin-first formulas with scientific backing
- Why It’s Popular: Combines dermatology with beauty; strong global distribution.
6. NYX Professional Makeup
- Headquarters: Los Angeles, California
- Established: 1999
- Top Product: Soft Matte Lip Cream
- Specialty: Trendy, bold makeup at drugstore pricing
- Why It’s Popular: Known for vibrant colors and social media campaigns.
7. Rare Beauty
- Headquarters: El Segundo, California
- Established: 2020 (by Selena Gomez)
- Top Product: Soft Pinch Liquid Blush
- Specialty: Minimalist beauty with a focus on self-acceptance
- Why It’s Popular: High engagement online, inclusive shade range, viral packaging.
8. Tarte Cosmetics
- Headquarters: New York City, New York
- Established: 1999
- Top Product: Shape Tape Concealer
- Specialty: Vegan, high-performance naturals
- Why It’s Popular: Cult-favorite formulas and eco-conscious branding.
9. NARS Cosmetics
- Headquarters: New York City, New York (Owned by Shiseido)
- Established: 1994
- Top Product: Orgasm Blush
- Specialty: Bold and luxurious color palettes
- Why It’s Popular: Trend-defining colors; cult status among artists and influencers.
10. Estée Lauder
- Headquarters: New York City, New York
- Established: 1946
- Top Product: Double Wear Stay-in-Place Foundation
- Specialty: Luxury beauty with dermatological focus
- Why It’s Popular: Trusted for consistency, longevity, and high-quality ingredients.
11. Glossier
- Headquarters: New York City, New York
- Established: 2014
- Top Product: Boy Brow
- Specialty: “No-makeup makeup” with skincare infusion
- Why It’s Popular: Direct-to-consumer model with millennial and Gen Z appeal.
12. IT Cosmetics
- Headquarters: Jersey City, New Jersey (Owned by L’Oréal)
- Established: 2008
- Top Product: Your Skin But Better CC+ Cream with SPF 50
- Specialty: Skincare + Makeup hybrid
- Why It’s Popular: Co-developed with plastic surgeons, ideal for sensitive skin.
13. Too Faced
- Headquarters: Irvine, California
- Established: 1998
- Top Product: Better Than Sex Mascara
- Specialty: Glam makeup with playful packaging
- Why It’s Popular: Fun names, aesthetic branding, and high-performance formulas.
14. Huda Beauty
- Headquarters: Los Angeles, California (Founded in Dubai)
- Established: 2013
- Top Product: Faux Filter Foundation
- Specialty: Ultra-pigmented glam makeup
- Why It’s Popular: Global following, especially on Instagram and YouTube.
15. Urban Decay
- Headquarters: Newport Beach, California
- Established: 1996 (Owned by L’Oréal)
- Top Product: Naked Eyeshadow Palette
- Specialty: Edgy color cosmetics
- Why It’s Popular: Known for eye makeup and counter-culture branding.
16. Clinique
- Headquarters: New York City, New York
- Established: 1968 (by Estée Lauder Companies)
- Top Product: Even Better Makeup SPF 15
- Specialty: Allergy-tested, fragrance-free skincare makeup
- Why It’s Popular: Dermatologist-developed and perfect for sensitive skin.
17. Anastasia Beverly Hills
- Headquarters: Los Angeles, California
- Established: 1997
- Top Product: Brow Wiz
- Specialty: Brow products and contour kits
- Why It’s Popular: Revolutionized brow shaping for home users.
18. Charlotte Tilbury
- Headquarters: New York City, New York (Founded in UK)
- Established: 2013
- Top Product: Airbrush Flawless Finish Setting Powder
- Specialty: Hollywood glam and glowing skin
- Why It’s Popular: High-end makeup with flawless finish.
19. Pat McGrath Labs
- Headquarters: New York City, New York
- Established: 2015
- Top Product: Mothership Eyeshadow Palettes
- Specialty: High-fashion pigments and runway finishes
- Why It’s Popular: Founded by the “Mother of Makeup,” Pat McGrath herself.
20. Milani Cosmetics
- Headquarters: Los Angeles, California
- Established: 2002
- Top Product: Baked Blush
- Specialty: Luxury-inspired makeup at affordable prices
- Why It’s Popular: Delivers high pigmentation at a fraction of the cost.
How Maker’s Row Can Help You Start a Makeup Brand
If you’re planning to enter the beauty industry, sourcing is key. That’s where Maker’s Row becomes essential. It’s a trusted platform that connects beauty startups with verified USA manufacturers. Whether you’re developing skincare brands or looking to create cosmetic skincare and makeup brands, Maker’s Row offers guidance, support, and a network of experts.
From prototyping to packaging, you can build your brand with confidence. Many successful makeup brands have used this platform to go from concept to shelf.
Quick Facts About USA’s Top Makeup Brands
Understanding the facts behind the most loved makeup brands in the USA helps customers make informed decisions. These cosmetic skincare and makeup brands have shaped beauty trends, product innovation, and inclusive standards in the industry.
Here are detailed facts categorized for clarity:
Geographic Insights
- Major Beauty Hubs: New York City, Los Angeles, San Francisco, and Chicago are homes to major makeup and skincare brands.
- California Dominance: Over 40% of the top brands are headquartered in California (e.l.f., Too Faced, NYX, Rare Beauty).
- New York’s Legacy: NYC houses legacy makeup brands like Estée Lauder, Clinique, and Maybelline.
Heritage & Establishment
- Oldest Brand: L’Oréal Paris (USA presence since 1953; founded in 1909).
- New-Gen Disruptors: Rare Beauty (2020), Fenty Beauty (2017), and Glossier (2014) changed how users view beauty—prioritizing skin, self-love, and realness.
- Family to Empire: Estée Lauder started from a home kitchen in 1946 and now owns over 25 global skincare brands and makeup brands.
Affordability vs Luxury
| Category | Example Brands | Average Price Point |
| Drugstore | e.l.f., Maybelline, Milani, NYX | $5–$15 |
| Mid-Tier | Tarte, IT Cosmetics, Glossier | $20–$40 |
| High-End | NARS, Pat McGrath, Charlotte Tilbury | $45–$130 |
- Fact: e.l.f. sells a top-rated primer for under $10, outperforming many $50 competitors in reviews.
Diversity & Inclusivity
- Most Inclusive: Fenty Beauty launched with 40+ shades in 2017; now expanded to over 50 foundation shades.
- Runner-Ups: MAC, Rare Beauty, and NARS also offer 40+ shades.
- Impact: Google Trends saw a 300% spike in “foundation for dark skin” after Fenty’s launch (source: Allure).
Skincare-Makeup Hybrids
- Many makeup and skincare brands offer dual-purpose products.
- Examples:
- IT Cosmetics: CC+ Cream with SPF 50
- Glossier: Skin Tint + Skincare benefits
- Clinique: Makeup line derived from dermatologist-approved skincare
Clean & Cruelty-Free Trends
- Over 65% of leading cosmetic skincare and makeup brands are now cruelty-free or vegan.
- Fully Vegan Brands: e.l.f. Cosmetics, Tarte, Cover FX
- Eco-Friendly Focus: Tarte and Glossier emphasize recycled packaging and clean formulations.
Digital & Social Media Influence
- TikTok Favorites: Rare Beauty’s liquid blush, e.l.f.’s Halo Glow Filter, and NYX’s Jumbo Eye Pencil went viral multiple times.
- Direct-to-Consumer Models: Glossier and Fenty changed the buying experience by avoiding traditional retail.
Female Founders & Celebrities
- Fenty Beauty: Founded by Rihanna, a global pop icon.
- Rare Beauty: Created by actress and singer Selena Gomez.
- Pat McGrath Labs: Developed by the most influential makeup artist in the world.
- Glossier: Created by Emily Weiss, a beauty blogger turned CEO.
Innovation & Technology
- Augmented Reality Try-Ons: L’Oréal and Estée Lauder offer AI-driven virtual try-ons via mobile apps.
- Sustainable Innovations: Tarte Cosmetics uses Amazonian clay and eco-friendly ingredients from the rainforest.
FAQ Section
Q1. What is the most popular makeup brand in the USA?
A: Maybelline, MAC, and Fenty Beauty consistently rank as bestsellers.
Q2. Which brand is best for beginners?
A: e.l.f. and NYX offer beginner-friendly, affordable products.
Q3. Are skincare and makeup products sold together?
A: Yes. Brands like IT Cosmetics and Clinique offer both makeup and skincare products.
Q4. Can I start my own makeup brand in the USA?
A: Yes, and platforms like Maker’s Row can help you find manufacturers.
Q5. What brands are cruelty-free?
A: e.l.f., Tarte, and Fenty Beauty are 100% cruelty-free.
Q6. Are expensive makeup brands better?
A: Not always. Drugstore brands now offer high-quality alternatives.
Q7. What are cosmetic skincare and makeup brands?
A: These brands combine skincare benefits with makeup, like CC creams with SPF.
Q8. What’s trending in 2025?
A: Hybrid skincare makeup, refillable packaging, and inclusive shades.
Q9. How do I know a brand suits my skin?
A: Look for dermatologist-tested labels and read user reviews.
Q10. Where can I buy these products?
A: Most are available online, Sephora, Ulta, or direct brand websites.
Conclusion
Choosing the right makeup brands can feel overwhelming, but now you have the facts, examples, and insights to guide you.
Whether you prefer affordable makeup and skincare brands like e.l.f. or high-end favorites like Pat McGrath, the USA beauty market has something for every skin tone, budget, and need. From long-established names like Estée Lauder to game-changers like Rare Beauty, these cosmetic skincare and makeup brands shape beauty trends globally.
If you’re a beauty entrepreneur inspired to create your own line, Maker’s Row is the perfect platform to connect with American manufacturers and suppliers. It helps new brands build quality cosmetic products, from packaging to formulation—right here in the USA
With more consumers demanding inclusive shades, skincare-infused makeup, and cruelty-free choices, today’s leading skincare brands are stepping up. Real-life success stories like Rihanna’s Fenty Beauty or Selena Gomez’s Rare Beauty show that authenticity, innovation, and customer feedback can build billion-dollar empires.
So whether you’re buying for personal use or planning your own brand, let this guide help you choose the best makeup brands that align with your beauty goals and values.
