Top Eyeshadow Palette Brands for Stunning Looks

Choosing the perfect eyeshadow palette can be a daunting task with the multitude of brands and options available in the beauty market today. From luxurious high-end creations to budget-friendly choices, a well-curated palette can transform your eye makeup game. Renowned brands like Urban Decay, Anastasia Beverly Hills, and Too Faced have gained a reputation for their impressive range of pigmented shades and long-lasting formulas. Below is a comprehensive list of some of the best brands to consider when searching for your next eyeshadow treasure.

Illustration of eyeshadow palette

Best brands of eyeshadow palette in 2025

Anastasia Beverly Hills

Anastasia Beverly Hills is renowned for its high-quality eyeshadow palettes, which have been a staple in the beauty industry since the brand's inception in 1997. Known for its innovative formulations and vibrant color stories, ABH has maintained a strong presence despite a 30% drop in sales in the first quarter of 2019, reflecting broader market trends. The brand's eyeshadow palettes, such as the Soft Glam and Sultry palettes, are praised for their ease of use and stunning metallic shades. With products available in over 25 countries and a significant online presence, ABH continues to be a favorite among beauty enthusiasts. Its collaborations, like the Jackie Aina palette, have also garnered significant attention for their exceptional formula and color selection.

Urban Decay

Urban Decay is renowned as one of the best producers of eyeshadow palettes, with its iconic NAKED series achieving over a billion dollars in sales since its launch. The brand's NAKED Palettes have sold over 30 million units, with one palette sold every six seconds, and the NAKED 3 Palette was ranked the #1 prestige palette in 2019. The relaunch of the original NAKED Eyeshadow Palette in 2024 generated almost 7 billion impressions on social media and sold out on Urban Decay's website in less than a month. The palettes are praised for their high-pigment color, velvety texture, and insane blendability, making them a favorite among makeup enthusiasts. Urban Decay's commitment to quality and innovative marketing strategies has solidified its position in the beauty industry.

Natasha Denona

Natasha Denona is renowned for producing some of the best eyeshadow palettes in the industry, known for their luxurious, blendable textures and intensely saturated colors. Founded in 2013, the brand has achieved significant success, with an annual revenue of $19.1 million in 2024 and a team of 104 employees. Natasha Denona's palettes, such as the "I Need a Warm" palette, feature innovative formulas like the "slip cream matte" and include a mix of matte and shimmer shades, making them versatile for various skin tones and makeup looks. The brand's products are cruelty-free, talc-free, and made in Italy, ensuring high quality and ethical standards. With availability at major retailers like Sephora and Ulta Beauty, Natasha Denona continues to be a favorite among makeup enthusiasts.

Huda Beauty

Huda Beauty is a leading brand in the eyeshadow palette market, known for its high-quality and innovative products. In 2018, the company's New Nude Palette, an 18-shade eyeshadow palette, generated $65 million in sales, accounting for over 15% of Huda Beauty's total retail sales that year. The brand's eyeshadow palettes, such as the Mercury Retrograde, have seen rapid sell-outs, including a stock clearance in just one second on Tmall Global in China. Huda Beauty's products are popular globally, with the brand sold in over 2,000 retailers and a strong online presence. The company's success is further highlighted by its rapid growth and inclusion in significant market trends, such as the 40% year-over-year increase in eyeshadow sales in China. For more details, visit their official website.

Tarte Cosmetics

Tarte Cosmetics is renowned for its high-quality eyeshadow palettes, particularly the Tartelette series, which offers a range of neutral and warm shades with a mix of matte and shimmer finishes. The brand has experienced significant growth, with annual sales increasing from $2 million in 2003 to $68 million by 2013 and $91.6 million in internet sales alone by 2017. Tarte's products are formulated without parabens, mineral oil, phthalates, and other harsh chemicals, although some criticisms exist regarding their natural and cruelty-free claims. The Tartelette palettes, such as the Tartelette in Bloom and Tartelette Toasted, are highly praised for their pigment and blendability. With a strong online presence and over eight million followers on Instagram, Tarte remains a leading brand in the cosmetics industry.

Pat McGrath Labs

Pat McGrath Labs is renowned for its high-quality and innovative eyeshadow palettes, particularly the Mothership series, which features highly pigmented shades, diverse textures, and mesmerizing finishes. Launched in 2015, the brand quickly gained a $1 billion valuation by 2018, thanks to its rapid growth and successful products like the Gold 001 pigment, which sold out in just six minutes. The Mothership Palettes, housed in elegant black lacquered cases, offer a curated selection of 10 eyeshadows suitable for various skin tones and makeup styles. These palettes are praised for their buttery soft, intensely pigmented formula and seamless blendability, making them a favorite among both beginners and professionals. With retail sales expected to reach over $60 million in 2018, Pat McGrath Labs has solidified its position as a leader in the luxury makeup industry.

Too Faced

Too Faced is a leading brand in the eyeshadow palette market, known for its innovative and cruelty-free products. The brand's success can be attributed to its unique product launches, such as the Sweet Peach Eyeshadow Palette, which combined high-performance claims with an indulgent, food-inspired theme, helping it achieve a "cult" status. Too Faced's marketing strategies, including extensive social media and beauty blogger campaigns, have significantly fueled initial sales and created a buzz around limited-edition products. The brand is part of the broader eyeshadow market, which is expected to grow at a CAGR of 6.8% from 2024 to 2030, reaching nearly USD 4.93 billion by 2030. For a look at their best-selling products, visit their website.

ColourPop

ColourPop is renowned as one of the best producers of eyeshadow palettes, particularly appealing to Gen Z and Millennial consumers aged 18-34 years old, who make up 51.56% of their website traffic, with 27.29% from the 18-24 age group and 24.27% from the 25-34 age group. The brand's success is attributed to its affordable pricing, with products typically ranging from $5 to $20, and its commitment to inclusivity and diversity, featuring a wide range of skin tones and ethnicities in their marketing campaigns. ColourPop's extensive product variety, including innovative eyeshadow palettes like the Super Shock Shadow, has been a key factor in its popularity, with the brand generating significant online sales revenue, such as $4,365,145 in July 2024. The brand's strong market presence is also reflected in its high brand awareness of 46% in the United States, with 13% of cosmetics users utilizing their products and a loyalty rate of 69% among users.

Morphe

Morphe is renowned as one of the best producers of eyeshadow palettes, known for their high-quality, affordable, and versatile products. With a brand awareness of 47% among U.S. cosmetics and make-up users, Morphe's eyeshadow palettes are popular for their extensive shade ranges and high pigmentation, contributing to a 9% usage share in the market. The brand's strategic collaborations with influencers, such as James Charles, have been highly successful, with products like the James Charles Artistry Palette selling out quickly upon release. Despite facing lawsuits over product safety, Morphe remains a dominant player in the beauty industry, particularly among younger audiences. The brand's social media campaigns and influencer partnerships have been instrumental in its success.

Fenty Beauty

Fenty Beauty is renowned for its innovative and inclusive eyeshadow palettes, such as the Galaxy Eyeshadow Palette, which features 14 high-glitter shades ranging from pinks and reds to blues and greens, launched as part of Rihanna's makeup line in 2017. The brand boasts a 53% brand awareness among U.S. cosmetics users, with 13% of users actually using Fenty Beauty products, and 77% of these users showing loyalty to the brand. Fenty Beauty's commitment to diversity is evident in its wide range of shades, including the iconic Pro Filt'r Foundation available in 40 shades. The brand's success is also attributed to its strong social media presence and engagement, which helps in solidifying its luxury positioning. With its chic and modern packaging, Fenty Beauty stands out as a leader in the cosmetics industry.