Top Natural Makeup Brands You Can't Miss

In recent years, the beauty industry has witnessed a significant shift towards more sustainable and eco-friendly practices, resulting in a rising demand for natural makeup products. Consumers are increasingly prioritizing brands that offer clean, cruelty-free options, which not only enhance beauty but also align with environmental values. Among the top considerations are formulations that prioritize natural ingredients, minimizing the use of harmful chemicals while ensuring effective results. For those seeking to enhance their beauty routine with products that cater to both health and ethical standards, explore our curated list of the best natural makeup brands below.

Illustration of natural makeup

Best brands of natural makeup in 2025

RMS Beauty

RMS Beauty, founded by makeup artist Rose-Marie Swift in 2009, is a pioneering brand in the clean beauty movement, offering organic and natural makeup formulations that enhance natural beauty without harmful chemicals. Known for cult-favorite products like the Living Luminizer and "Un" Cover-Up, RMS Beauty has seen significant growth, with a 33% increase in employee count and an estimated annual revenue of $3.5 million. The brand's commitment to sustainability and transparency has earned it a loyal following, particularly among consumers seeking higher-quality, transparent brands. RMS Beauty's website traffic has also seen a notable increase, with a 66.79% rise in the last month, and it ranks #156 in the Beauty and Cosmetics category in the United States. The brand's products are cruelty-free, vegan, and ethically sourced, aligning with the growing demand for clean beauty products.

ILIA Beauty

ILIA Beauty is a pioneering brand in the clean beauty movement, renowned for its innovative, skincare-led formulas that protect and revive skin naturally. Since its launch in 2011 by Sasha Plavsic, ILIA has grown significantly, generating over $182.4 million in annual revenue as of 2024 and doubling its year-over-year revenue every year since 2017. The brand's products, such as the Super Serum Skin Tint SPF 40 and Limitless Lash Mascara, are highly acclaimed and widely available in Sephora, Credo Beauty, and other retail outlets. ILIA's commitment to clean ingredients, sustainable packaging, and cruelty-free practices has earned it a loyal customer base, with over 50% of its sales coming from complexion products. The brand's global presence and strong e-commerce strategy have further solidified its position in the market.

Kjaer Weis

Kjaer Weis is a pioneering luxury makeup brand founded in 2010 by Danish-born, New York-based makeup artist Kirsten Kjaer Weis. Known for its commitment to sustainable and organic beauty, Kjaer Weis offers high-quality, natural, and organic products that are certified by the Italian organic certifying authority, CCPB. The brand's products are free from parabens, silicone, petrochemical emulsifiers, and synthetic fragrances, aligning with the growing consumer demand for chemical-free and environment-friendly cosmetics. With an estimated annual revenue of $7.5 million and a workforce of 54 employees, Kjaer Weis is a significant player in the natural cosmetics market, which is expected to grow by USD 45.37 billion from 2024-2028 at a CAGR of 28.29%.

Tata Harper

Tata Harper is a pioneering brand in the clean beauty movement, founded in 2010 by Colombian entrepreneur Tata Harper on her organic farm in Vermont. The brand is renowned for its 100% natural, non-toxic, and high-performance luxury skincare and cosmetics products, which are handcrafted from start to finish without any synthetic chemicals. With an estimated annual revenue of $15 million and a workforce of 407 employees, Tata Harper has established itself as a leader in the industry, committed to sustainability and transparency. The brand's products, such as the Resurfacing Mask and Regenerating Cleanser, are highly effective and popular, and its latest Superkind line caters to those with sensitive skin, excluding common allergens like fragrances, gluten, nuts, and soy. Tata Harper Skincare is ECOCERT certified, ensuring its products are made from renewable resources and environmentally friendly processes.

Alima Pure

Alima Pure is a pioneering natural cosmetics brand from Portland, Oregon, founded in 2004 by Kate O'Brien. Known for its clean, non-toxic ingredients, the brand offers a range of luxurious, high-performance products that are free from parabens, sulfates, phthalates, and other harmful substances. Alima Pure is notable for being the first color cosmetics company to become a B Corporation and has been carbon neutral since 2008, offsetting 100% of its corporate carbon emissions. The brand also donates 1% of its annual gross revenue to environmental organizations through 1% for the Planet. With a commitment to sustainability, Alima Pure uses refillable compacts and aims to plant a million trees by 2025. For more information, visit their official website.

Juice Beauty

Juice Beauty is a pioneering brand in the natural beauty industry, known for its high-performance makeup and skincare products made with certified organic ingredients. Founded in 2005 by Karen Behnke, the company has experienced significant growth, with annual revenue reaching $342 million and a distribution network spanning nearly 1,900 doors across the U.S. and Canada. Juice Beauty's products are formulated with vibrant plant-derived phyto-pigments, moisturizing cold-pressed organic oils, and are free from synthetic dyes, gluten, silicones, and other harmful chemicals. The brand is also recognized for its farm-to-beauty concept, with plans to establish a sustainable farm in Sonoma County. With Gwyneth Paltrow as its former Creative Director of Makeup, Juice Beauty continues to innovate and expand its product line, including 76 makeup SKUs and five skincare collections.

W3LL PEOPLE

W3LL People is a renowned brand in the clean beauty segment, founded in 2008 by James Walker, Shirley Pinkson, and Dr. Renee Snyder. Known for its high-quality, plant-based cosmetics, the brand offers 81 SKUs that are free from fillers, propylene glycol, petrochemicals, and petroleum byproducts. W3LL People's products are certified by the EWG and are available at major retailers like Target, Whole Foods, and online platforms such as Amazon and Ulta.com. The brand's commitment to natural ingredients and cruelty-free practices has made it a favorite among consumers seeking transparent and sustainable beauty products. Following its acquisition by E.L.F. Beauty in 2020 for $27 million, W3LL People is expected to contribute significantly to the growing clean beauty market, which is projected to reach $15.29 billion by 2028 with a CAGR of 13.1%.

Vapour Organic Beauty

Vapour Organic Beauty is a leading brand in the natural makeup industry, known for its high-quality, organic cosmetics. Founded in 2009 by Krysia Boinis and Greg Martin, the brand has seen significant growth, including a 49% increase in revenues in 2011 over the previous year. Vapour's products contain a minimum of 70% certified organic ingredients, combined with natural mineral pigments and vitamins, ensuring safety and effectiveness for all skin types. The brand has received numerous awards, including an ALLURE Best of Beauty award and a People Style Watch #1 Lip Gloss award. Available in 50 retail outlets and various online venues, Vapour's commitment to using non-toxic, food-grade ingredients has made it a favorite among celebrities, makeup artists, and loyal customers. For more details, visit their official website.

Bite Beauty

Bite Beauty, now rebranded as Lip Lab, was a pioneering Canadian cosmetics company specializing in natural lip products, founded by Susanne Langmuir in 2011 and acquired by Kendo in 2014. The brand was known for its food-grade, vegan ingredients and innovative use of resveratrol. Despite facing challenges, including a pivot after reformulating products to be vegan in 2019, Bite Beauty maintained a loyal customer base and generated $30 million in retail sales annually. The brand's products were exclusively carried at Sephora and were highly regarded for their natural and safe ingredients. With the transition to Lip Lab, the brand continues to offer a unique, personalized retail experience. Discover more about their Lip Lab rebrand and comeback.

Ere Perez

Ere Perez Natural Cosmetics is a renowned brand in the clean beauty industry, founded in 2004 by Ere and Juan Perez, with a strong emphasis on natural ingredients and sustainability. Originating in Australia and now with a significant presence in Latin America, the brand is committed to developing products that are cruelty-free, carbon-neutral, and fair trade. Ere Perez products, such as the Natural Almond Mascara and Arnica Concealer, have received high ratings from health and beauty apps like Yuka. Notably, the brand is vegan-friendly, with the exception of some products containing beeswax, and is recognized by PETA and 'Choose Cruelty Free Australia' for its animal-friendly policies. Ere Perez also uses eco-friendly packaging, including glass bottles and recyclable materials, as part of its sustainable practices. You can learn more about their commitment to clean beauty on the Ere Perez brand page.