Makeup enthusiasts are always on the lookout for quality brands that can deliver both vibrant and long-lasting results. Today, the beauty industry is brimming with innovative brands, each offering a unique take on cosmetics, from eco-friendly options to high-performance professional lines. Whether you are a fan of classic luxury or cutting-edge trends, finding the perfect match for your beauty needs can make all the difference in your daily routine. Ready to discover some of the best brands that the makeup world has to offer? Explore the list below to find your new makeup must-haves.
Illustration of makeup products
Best brands of makeup products in 2025
Estée Lauder
Estee Lauder is renowned as one of the leading global beauty manufacturers, particularly excelling in the makeup and skincare segments. In 2023, the company generated nearly $16 billion in sales, with skincare and makeup being its most profitable product categories. Clinique, one of Estee Lauder's brands, ranks eighth among the leading personal care brands worldwide based on brand value and holds over 20% market share in the United States. The company's brand portfolio, including MAC Cosmetics, Origins, and La Mer, has significant brand awareness, exceeding 70% in the United States. Estee Lauder's global presence is marked by operations in over 150 countries and a strong online presence through e-commerce websites in multiple regions.
MAC Cosmetics
MAC Cosmetics is a leading brand in the cosmetics industry, renowned for its high-quality and innovative makeup products. Since its founding in 1984, the brand has established a strong global presence, operating in 105 countries and catering to a diverse customer base, with women making up 51.8% of its demographic. MAC Cosmetics is particularly popular among millennials aged 23-38, and it is known for its extensive shade range, including 45 shades for brown and black tones. The brand enjoys a significant brand awareness of 52% among beauty and health online shop users in the United States, with 13% of these users actively using MAC Cosmetics products. Its strong online presence is highlighted by over 8.2 million visits to its website in the last three months.
NARS
NARS Cosmetics is a renowned brand in the makeup industry, founded in 1994 and known for its high-quality products. With a brand awareness of 51% among cosmetics and make-up users in the United States, NARS is liked by 25% of those who know the brand and used by 10% of U.S. cosmetics users, demonstrating a loyal customer base where 70% of users are likely to use NARS again. The company generates an estimated annual revenue of $75 million and employs around 1,677 people. NARS has also made strides in sustainability, such as introducing refillable lipsticks, although there is room for improvement in this area. The brand is expanding its market presence, with key markets including the US, travel retail, and China, and plans to elevate India to one of its top 10 markets within five years. Discover more about their offerings on their official website.
Fenty Beauty
Fenty Beauty, founded by Rihanna in 2017, has revolutionized the makeup industry with its inclusive and high-quality products, particularly the Pro Filt'r Longwear Foundation, which comes in 50 shades to cater to a wide range of skin tones. The brand is valued at $2.8 billion, with Rihanna owning 50% of the company, and it generates an annual revenue of $582 million. Fenty Beauty has been ranked as the number one celebrity beauty brand in the world since 2021 and boasts over 12 million followers on Instagram. Its success is attributed to its commitment to inclusivity and innovative marketing strategies, including a strong social media presence. The brand has also seen significant growth, with a media brand value increase of $5 million following Rihanna's Super Bowl LVII performance.
Urban Decay
Urban Decay is a highly recognized and popular makeup brand in the United States, with a brand awareness of 56% among cosmetics and make-up users. The brand is used by 11% of these users, and 91% of its users show loyalty to the brand. Known for its prestige positioning and successful products like the Naked eyeshadow palettes, Urban Decay has seen significant growth, including a 26% increase in online revenue over the past three months. The brand's website, urbandecay.com, attracts approximately 384,900 visits per month, with a bounce rate of 40.85% and an average visit duration of 1 minute and 55 seconds. Urban Decay's products cater to customers looking for bold and edgy cosmetics.
Maybelline
Maybelline, a leading global brand in the cosmetics industry, was founded in 1915 by Thomas Lyle Williams and acquired by L'Oreal in 1996. Targeting women aged 15 to 45, the brand offers a comprehensive range of products for the face, eyes, lips, and nails, boasting a strong presence in 129 countries. Maybelline has experienced significant growth, with a 16% year-over-year sales increase in the fourth quarter of 2022, and it continues to dominate social media buzz, particularly with its Sky High Mascara on TikTok. For more details, explore their offerings on their official website.
Charlotte Tilbury
Charlotte Tilbury is a leading luxury beauty brand, renowned for its high-end makeup, skincare, and fragrance products. Founded in 2013 by the celebrated makeup artist Charlotte Tilbury, the brand has achieved remarkable success, with a turnover of £448.5 million in 2023, a 45% increase from the previous year. It boasts a strong online presence, with 6.9 million Instagram followers and 1.7 million on TikTok, along with 25.92 million annual Google searches. The brand's iconic Pillow Talk collection and best-selling Magic Cream have contributed significantly to its growth. Charlotte Tilbury's global expansion, including new launches in Poland, Sweden, and the Middle East, has further solidified its position in the beauty industry. For more information, explore their luxury beauty brand products.
Too Faced
Too Faced Cosmetics is a renowned brand in the beauty and cosmetics industry, celebrated for its high-quality makeup products. With a dynamic online presence, the brand's website attracts approximately 449.6K total visits per month, showcasing a remarkable web traffic increase of 59.6% compared to the previous month. The audience of Too Faced Cosmetics is predominantly female, as 82.89% of visitors are women, with the largest age group being 25-34-year-olds. The brand generates significant revenue, estimated between $200M to $500M annually, and employs around 825 individuals, with 82% being women and 46% minorities.
Dior
Christian Dior is a leading luxury brand in the makeup industry, known for its high-performance and highly engaging marketing strategies. In 2022, Dior's perfumes and cosmetics revenue reached EUR7.72 billion, indicating a significant growth in the beauty segment. The brand's success is partly due to its diverse voice split, with influencers accounting for 39% of their media impact, particularly mid-tier influencers who generated $7.47 million in Media Impact Value (MIV) in August 2019. Dior's global presence, with 390 stores in 51 countries, further solidifies its position in the market. The brand's revenue is diversified, with 35% coming from Asia, 26% from the United States, and 15% from Europe (excluding France).
Huda Beauty
Huda Beauty is a leading cosmetics brand, renowned for its high-quality makeup products and strong brand awareness. With 44% of cosmetics and make-up users in the UK recognizing the brand, Huda Beauty boasts a 9% usage share among these users, and an impressive 67% of its users show loyalty to the brand. Founded in 2013 by Huda Kattan, the company has achieved significant growth, including $400 million in retail sales in 2018 and a valuation of $1.2 billion. Huda Beauty dominates social media, particularly on Instagram, where it has garnered almost 14 million engagements and a 2.08% engagement rate, significantly higher than the median beauty brand engagement rate. The brand's expansion into skincare and fragrance, such as the launch of its skincare sub-brand Wishful in 2020, further solidifies its position in the beauty market.
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