Finding the perfect makeup brand for tweens can be a delightful yet challenging task, as it's important to consider both quality and age-appropriateness. Many parents are looking for products that offer a gentle introduction to cosmetics, ensuring they're suitable for young, delicate skin. Options ranging from light lip balms to colorful eyeshadow palettes are popular among brands that cater specifically to younger audiences. Below, discover our curated list of the best makeup brands that balance safety, fun, and style for tweens.
Illustration of makeup for tweens
Best brands of makeup for tweens in 2025
Glossier
Glossier has emerged as a leading brand in the beauty industry, particularly among tweens, by leveraging a customer-centric approach and innovative marketing strategies. Founded by Emily Weiss in 2014, Glossier has disrupted the traditional beauty market by creating products based on customer feedback, as seen with their best-selling Milky Jelly Cleanser. The brand boasts a 54% brand awareness among cosmetics and make-up users in the United States, with 12% of these users actively using Glossier products. Glossier's strong online presence, including 2.6 million Instagram followers, and its engagement with customers through user-generated content, have contributed to its success. This approach has resulted in 70% of their online sales and traffic coming from peer-to-peer referrals.
e.l.f. Cosmetics
e.l.f. Cosmetics has solidified its position as a leading makeup brand for tweens, particularly among Gen Z and Gen Alpha, with a significant 38% market share among teens, a 16-point increase from the previous year. The brand has been the number one cosmetic brand among teens for the fifth consecutive season, according to Piper Sandler's "Taking Stock With Teens Survey" in 2024. e.l.f. Cosmetics has also seen a 77% year-over-year growth in net sales in fiscal 2024, reaching $1.02 billion, and a 71% increase in Q4 net sales to $321 million. The brand's popularity is attributed to its affordability, quality, and alignment with the values of young consumers. e.l.f. has also expanded its international presence, with a 116% year-over-year growth in international net sales. For more details about their product offerings, check out e.l.f. Cosmetics' official website.
Pixi by Petra
Pixi by Petra, founded by makeup artist Petra Strand in 1999, has emerged as a notable brand for makeup and skincare, including products suitable for tweens. Although the brand itself does not specifically target tweens, its natural and easy-to-use products align well with the growing demand for beauty products among this age group, where 80% of US 9-11 year olds use beauty and personal care products. Pixi's success is evident from its global sales exceeding $100 million, achieved partly through successful social media campaigns like Pixi Pretties in 2017, 2018, and 2019. The brand is known for its high-quality, natural ingredients and is available in over 50 countries, making it a global and accessible choice. With its expansion into mass market retailers like CVS, Walgreens, and Ulta Beauty, Pixi continues to grow its presence. Explore their full product range online.
Burt's Bees
Burt's Bees is a renowned brand that excels in producing high-quality, natural makeup products, making it an ideal choice for tweens. Founded over 25 years ago, the company has been committed to using safe, non-toxic ingredients, ensuring consumer health and environmental sustainability. Their products, such as the Lip Shimmer and Tinted Lip Balm, are popular among young users due to their natural ingredients and affordability. The brand's partnership with Amazon Ads has also driven a 53% uptick in sales, highlighting their effective marketing strategies. With a strong focus on consumer-generated content, Burt's Bees has seen significant growth, with cosmetics accounting for 21% of all sales on their site within six months of launch.
NYX Professional Makeup
NYX Professional Makeup is a highly regarded brand for tweens, celebrated for its affordable, high-quality products. With a brand awareness of 58% among cosmetics and make-up users in the United States, NYX has firmly established itself as a favorite, particularly among younger consumers who appreciate its drugstore-friendly prices, featuring products like lip liners and eyeliners starting at just a few dollars. The brand's innovative approach to packaging and pricing, initiated by founder Toni Ko in 1999, has democratized high-end makeup, making it accessible to a wider audience. NYX's offerings are popular, with 12% of U.S. cosmetics users opting for the brand, and 83% of its users demonstrating loyalty. This strong affinity positions NYX as an essential choice for tweens stepping into the world of makeup.
ColourPop
ColourPop is renowned as one of the best makeup brands for tweens, leveraging influencer marketing and social media to achieve remarkable success. With 46% brand awareness and 13% usage share among U.S. cosmetics and make-up users, ColourPop has solidified its position in the market since its inception in 2014. The brand's innovative products, such as the Super Shock Shadows, and collaborations with popular influencers like KathleenLights, have contributed to its popularity. ColourPop's affordable prices, with products like eyeshadows starting at $5 and face products at $8, make it highly accessible to a younger audience. The brand's strong social media presence, including 4.4 million followers on Instagram, further enhances its appeal to tweens. To explore their exciting and affordable makeup collection, visit ColourPop's website.
Wet n Wild
Wet n Wild is a highly regarded brand for makeup among tweens, offering a range of affordable and high-quality products. Since 1979, the brand has made budget beauty accessible to mass audiences, with popular items including lipsticks, nail polishes, and eyeshadows. Notably, more than half of US 12-14 year olds use products like mascara and eye shadow, and Wet n Wild's Photo Focus Dewy Foundation and concealer are favorites for their good coverage and non-comedogenic formula. The brand is also animal cruelty-free, adding to its appeal. Wet n Wild products are widely available at stores like Target, Walmart, Ulta, and CVS. For a deeper understanding of the brand, consider reading this insightful article.
Tarte Cosmetics
Tarte Cosmetics is a leading brand in the makeup industry, particularly popular among tweens and millennials, known for its high-quality and diverse product range. Since its acquisition by Kose Corporation in 2014, Tarte has seen steady growth, with a forecasted 4% growth in FY2024 on a local currency basis. The brand maintains its number one market share in the concealer category in North America and has seen significant growth in lip products and mascara. Tarte's products, such as the Creaseless Creamy Concealer, combine skincare ingredients with makeup, offering 12-hour wear and 24-hour hydration, available in 34 shades. The brand's strong online presence, including its TikTok store launched in September 2023, enhances its appeal to younger consumers.
Kaja Beauty
Kaja Beauty has emerged as a standout brand for makeup targeted at tweens, particularly through its explosive growth on TikTok in 2020, where the brand's follower count skyrocketed from 3,827 to 1,471,914, a staggering 38,435% increase. Known for its playful, sensorial, and affordable products, Kaja highlights unique K-beauty features such as heart-shaped blush stamps and vibrant colors, resonating strongly with Gen Z audiences. The brand's content strategy, driven by an in-house team, focuses on organic engagement, achieving a 24% engagement rate on TikTok without any paid advertising. Kaja's products are also cruelty-free, vegan, and free from harmful chemicals like parabens, making them a safe choice for young users. This approach has led to significant increases in both their TikTok following and e-commerce traffic. Explore their exciting offerings like the Sweetest Pair for more delightful K-beauty creations.
Clinique
Clinique, though not specifically targeted at tweens, is a well-known brand in the skincare and makeup industry, with a high brand awareness of 74% among face care users in the United States. However, the brand's appeal to tweens is more indirect, as it is generally recognized for its broad range of products. Around 21% of U.S. face care users utilize Clinique, and the brand is known for its dermatologist-developed products, which could be beneficial for young skin. Despite this, brands like No Nasties are more intentionally creating gentle, effective lines formulated for tween complexions, indicating a gap in Clinique's direct appeal to this demographic.
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