Top Eyeshadow Brands: Unleash Your Inner Makeup Artist

Eyeshadow is a staple in any makeup enthusiast’s collection, offering the ability to transform a look from natural to glamorous in just a few swipes. With a plethora of brands available, choosing the right one can often seem daunting. This guide aims to simplify that choice by highlighting the best eyeshadow brands renowned for their quality, pigmentation, and longevity. Discover below which brands have captured the hearts of both professional makeup artists and beauty aficionados alike.

Illustration of eyeshadow

Best brands of eyeshadow in 2025

Urban Decay

Urban Decay is a highly regarded brand in the eyeshadow market, known for its high-quality and highly pigmented products. The brand enjoys a significant presence in the U.S., with 56% of cosmetics and make-up users recognizing the brand, and 11% of these users actively using Urban Decay products. Notably, 91% of Urban Decay users show loyalty to the brand, indicating strong customer satisfaction. Urban Decay's popularity is further highlighted by its influential products, such as the Naked Palette, which has had a substantial impact on the market. The brand's strong online presence and strategic marketing efforts, including celebrity collaborations and social media engagement, contribute to its success.

Anastasia Beverly Hills

Anastasia Beverly Hills is renowned for its high-quality eyeshadow palettes, particularly the Soft Glam Eyeshadow Palette, which boasts a wide range of richly pigmented colors suitable for all skin tones and excellent staying power. The brand, founded by Anastasia Soare in 1997, has achieved iconic status in the beauty industry, especially for its eyebrow and eye products. In 2018, Anastasia Beverly Hills reached a reported $3 billion valuation, although it has since faced challenges in attracting new users, with a decline in social conversation volume, particularly in eyeshadow and eyebrow products. Despite this, the brand remains a leader, with its products mentioned in 21% of all eyebrow product conversations on Instagram in December 2019. The Soft Glam palette is praised for its expansive shade range, blendability, and longevity.

Tarte

Tarte Cosmetics is renowned for its high-quality eyeshadow products, contributing significantly to its strong market presence. Since its acquisition by Kose Corporation in 2014, Tarte has seen steady growth, with a forecasted 4% growth in FY2024. The brand maintains its number one market share in the concealer category in North America and is also focusing on expanding its lip and mascara product lines. Tarte's products, including its eyeshadows, are popular for their performance and user-friendly application, as evident from the success of its TikTok store launched in September 2023. With over 2,500 stores selling Tarte products, the brand continues to drive consistent growth for Kose Corporation.

Natasha Denona

Natasha Denona is a highly acclaimed beauty brand, particularly renowned for its luxurious and ultra-high-pigment eyeshadow palettes. The brand has garnered a cult following among makeup artists and experts due to its exceptional product quality. With a significant online presence, natashadenona.com saw a 74.56% increase in web traffic last month, attracting 356.9K total visits, primarily from the United States, which accounts for 64.25% of the traffic. The brand's products are available at prestigious retailers such as Sephora, Beautylish, and Harrods, and it generated $19.1 million in revenue in 2024. Natasha Denona's eyeshadows are known for their unique formula, which, when applied correctly, can produce spectacular results.

Pat McGrath Labs

Pat McGrath Labs emerges as a standout brand in the eyeshadow market, renowned for its high-quality and trend-led products. The brand's profound success is evident from its record-breaking sales at Selfridges, where a Pat McGrath Labs product was sold every 40 seconds in April 2019, establishing it as the top-selling debut beauty brand in the store's history. A highlight among its offerings, the Mothership V Eyeshadow Palette—particularly the Bronze Seduction edition—showcases the brand's expertise in creating versatile and luxurious palettes. With a substantial social media presence, including 2.5 million Instagram followers, Pat McGrath Labs continues to drive innovation and consumer demand within the beauty industry. The brand's entry into the Indian market in 2022 further underscores its global expansion and steadfast commitment to delivering exceptional eye makeup products.

Huda Beauty

Huda Beauty stands out as a leading brand in the beauty industry, particularly in the eyeshadow market, with its high engagement rates and significant media value. In 2020, Huda Beauty topped the list with a 7.43% Share of Influence (SOI) and an estimated media value of $27.7 million. The brand consistently ranks high on social media, especially on Instagram, where it achieved a first-place finish with almost 14 million engagements and an engagement rate of 2.08% in 2023. Huda Beauty's success is attributed to its engaging content, including makeup tutorials and product showcases, which resonate well with its hyper-engaged follower base. This approach has helped the brand maintain its position as a top beauty brand globally.

Fenty Beauty

Fenty Beauty, launched by Rihanna in 2017, has established itself as a leading brand in the cosmetics industry, particularly for its high-quality eyeshadows. The Galaxy Eyeshadow Palette, for instance, features 14 high glitter shades ranging from pinks and reds to blues and greens, showcasing the brand's commitment to inclusivity and diversity. With an annual revenue of $582 million and a brand value of $2.8 billion, Fenty Beauty is ranked as the number one celebrity beauty brand globally since 2021. The brand's eyeshadows, such as those in the Snap Shadows Mix & Match palettes, are praised for their pigmented, smooth, and easy-to-blend formulas, with finishes including matte, metallic, and pressed glitter. Fenty Beauty's strong brand loyalty is evident, with 77% of its users showing loyalty to the brand.

Too Faced

Too Faced is a prominent player in the eyeshadow palettes market, known for its innovative and trendsetting products. The brand is part of a market that saw North America account for the largest share in 2020, and is expected to grow at a significant CAGR during the forecast period of 2021-2026. Too Faced, along with other key players like Maybelline and Urban Decay, contributes to the high demand for eye makeup palettes, particularly those featuring rich, creamy tones and super-glossy shimmers. The daily use segment of eyeshadow palettes, which Too Faced caters to, accounted for the largest market share in 2020. With its cruelty-free and high-quality products, Too Faced continues to be a favorite among consumers. For more information, visit their official website.

ColourPop

ColourPop Cosmetics is renowned as one of the best producers of eyeshadows, particularly with its revolutionary Super Shock Shadows launched in 2015, which feature a unique creme-powder formula and intense pigmentation. These eyeshadows are cruelty-free, handmade in LA, and have gained a loyal following, with 69% of users showing loyalty to the brand. ColourPop's brand awareness stands at 46% among U.S. cosmetics users, and 13% of these users actively use their products. The brand's strategic influencer partnerships and commitment to high-quality, affordable products have contributed to its rapid growth. With over 20 million monthly visits to their website, ColourPop continues to innovate and expand its product line to meet the evolving demands of its target market.

MAC Cosmetics

MAC Cosmetics is a leading brand in the eyeshadow market, known for its high-quality and innovative products. The brand dominates the North American market, capturing a 37.5% share in 2024, driven by its robust online retail infrastructure and strong consumer engagement through strategic branding and celebrity endorsements. MAC Cosmetics' products, such as the Pro Longwear Paint Pot and Technakohl Liner, are popular for creating standout eye looks and are favored for their long-lasting wear and versatility. The brand's focus on inclusivity, offering a wide range of shades to suit diverse skin tones, has also contributed to its success. MAC Cosmetics targets millennials, particularly women aged 23-38, who are interested in fashion and trends. For more details on their renowned eyeshadow collection, explore their wide range of shades like Triennial Wave on the MAC Cosmetics website.