Top Palette Picks: Best Brands to Color Your World

When it comes to creating stunning eye looks, having the right palette can make all the difference. With so many options available, selecting the best brand can be overwhelming. In this article, we’ve narrowed down the top brands known for their quality, pigment, and variety. Curious to find out which brands made the cut? Read on below to discover our top picks for palette perfection.

Illustration of palettes

Best brands of palettes in 2025

Anastasia Beverly Hills

Anastasia Beverly Hills is a leading cosmetics brand, particularly renowned for its high-quality palettes. Despite a decline in sales, with a nearly 30% drop in the first quarter of 2019, the brand remains a significant player, having generated a total Media Impact Value (MIV) of $79.5 million in March 2019. ABH's palettes, such as the 'Riviera' and 'Norvina' collections, continue to drive engagement, although the brand has faced challenges from consumer fatigue due to frequent product launches, including seven new eyeshadow palettes between January and September 2019. The brand's social conversation, though declining, still holds a substantial share, with 3.03% of all beauty conversations on Instagram in December 2019. ABH's products are widely available in over 25 countries and through major retailers like Sephora and Ulta. For more information about their products, visit their official website.

Urban Decay

Urban Decay is renowned as one of the best producers of eyeshadow palettes, particularly with the iconic Naked Palette, which has generated over a billion dollars in sales since its launch in 2010. The palette sold out on urbandecay.com in less than a month after its relaunch in 2024, selling three times as many units as the prior launch, and achieved almost 7 billion impressions through media coverage. The original Naked Palette was sold every six seconds and has over 169,000 4.5+ star reviews. The brand's marketing strategy, including a rolling campaign and partnerships with Ulta Beauty, has significantly boosted engagement, with social media interactions up by over 200%. The Naked Palette's success has been recognized with numerous awards, including *Vogue* Beauty Award and *Allure* Best of Beauty.

Morphe

Morphe is renowned as one of the best producers of eyeshadow palettes, known for their extensive shade ranges, high pigmentation, and affordable price points. With a brand awareness of 47% among cosmetics and make-up users in the United States, Morphe has successfully cultivated a loyal customer base through strategic collaborations with influencers and makeup artists. Their eyeshadow palettes offer a vast spectrum of vibrant colors and varied finishes, making them a favorite among makeup enthusiasts and professionals. Despite facing lawsuits over product safety, Morphe remains popular, with 9% of U.S. cosmetics users utilizing their products. The brand's commitment to quality and creativity has solidified its position as a trendsetter in the beauty community.

Too Faced

Too Faced is a leading brand in the eyeshadow palette market, known for its innovative and highly sought-after products. The brand's "Quickie Chronicles" and "Sweet Peach" eyeshadow palettes have been particularly successful, with the former featuring vintage-inspired artwork and the latter combining high-performance claims with a unique fruit theme, helping to differentiate it in the competitive cosmetics space. Too Faced boasts impressive brand awareness, with 27% among women and 32% among female Millennials, and a brand consideration of 18% for women and 21% for female Millennials. The brand's strategic use of social media and beauty blogger campaigns has fueled initial sales and created significant media coverage and hype around its limited-edition products. This approach has contributed to the brand's cult status and premium positioning in the market.

Huda Beauty

Huda Beauty is renowned as one of the top producers of makeup palettes, particularly notable for its successful launches and high consumer demand. In 2018, the brand achieved significant success with its New Nude Palette, selling one million units and generating $65 million in sales, which accounted for 15% of the company's total retail sales that year. The brand's entry into color cosmetics in 2017 marked a significant turning point in its growth, with products like the Innovative Liquid Matte Lipstick selling tens of millions of units. Huda Beauty's products are popular globally, with a strong presence in the UK where 9% of cosmetics and make-up users utilize the brand, and 67% of its users show loyalty. The brand's expansion into China through Tmall Global has also seen rapid success, with products selling out quickly and attracting large consumer interest. For more information, visit Huda Beauty's official website.

Natasha Denona

Natasha Denona is a highly acclaimed beauty brand, particularly renowned for its luxurious and ultra-pigmented eyeshadow palettes, which have garnered a cult following among makeup artists and enthusiasts. The brand's eyeshadows are praised for their vibrant and unique shades, with some palettes featuring a mix of matte and metallic finishes. Despite requiring specific application techniques, such as using a glitter adhesive, these shadows can produce spectacular results. Natasha Denona's products are popular among a predominantly female audience, with 84.34% of the brand's website visitors being female, and the site has seen a significant 74.56% increase in web traffic over the last month. The brand's high-quality products have made it a favorite in the beauty industry.

Tarte Cosmetics

Tarte Cosmetics is renowned as one of the best producers of palettes, offering a wide range of high-quality, eco-friendly products. Founded in 1999 by Maureen Kelly, Tarte has gained a significant following for its natural ingredients and innovative formulations. The brand is particularly famous for its Amazonian Clay 12-Hour Full-Coverage Foundation, which has a 4.5-star rating on the Tarte website. Tarte's palettes, such as the Tartelette in Bloom Eyeshadow Palette, are popular for their long-lasting wear and vibrant colors. With over 90% of its products being free from harsh chemicals, Tarte appeals to consumers seeking natural beauty solutions.

ColourPop

ColourPop is renowned as one of the best producers of makeup palettes, particularly appealing to Gen Z and Millennial consumers with its affordable pricing and wide range of products. The brand's success is evident in its ability to generate over seven figures in sales on a single Cyber Monday in 2015, exceeding its entire 2014 revenue. ColourPop's target audience, primarily young female consumers aged 18-34, is attracted to the brand's inclusivity and diversity, as reflected in their marketing campaigns featuring a wide range of skin tones and ethnicities. The brand's frequent product launches and successful influencer campaigns have made it a top brand in color cosmetics, with high product demand and a strong social media presence. ColourPop's website traffic indicates a strong appeal to female consumers, with 87.38% of visitors being female, and the majority coming from the 18-24 and 25-34 age groups. Explore their sales offers to find exciting deals and products.

Pat McGrath Labs

Pat McGrath Labs is a renowned luxury beauty brand, celebrated for its high-quality and innovative makeup products, particularly its eyeshadow palettes. Known for their high pigmentation and long-lasting wear, these palettes, such as the 'Mothership' series, are priced around $65 to $125 and have contributed significantly to the brand's annual revenue of approximately $100 million as of 2023. Limited-edition collections, which accounted for 40% of total sales in 2022, often sell out quickly, with sell-out rates exceeding 90% within the first week of release. The brand's products are available through its official website, high-end retailers like Sephora and Selfridges, and over 150 luxury beauty boutiques. Pat McGrath Labs' strong online presence and strategic marketing efforts have solidified its position as a leader in the beauty industry.

Fenty Beauty

Fenty Beauty, founded by Rihanna in 2017, stands out as a leading producer of makeup palettes, particularly noted for its inclusive shade range and high-quality products. The brand boasts a 53% brand awareness among U.S. cosmetics and make-up users, with 13% of these users actively using Fenty Beauty products. Its eyeshadow palettes are part of a broader product line that includes 40 different shades, catering to a diverse range of skin tones. Fenty Beauty's core audience is predominantly Millennials and Gen Z, with brand awareness among Millennials at 65%. The brand's commitment to diversity and inclusivity has earned it significant recognition, including being named one of the best innovations of the year by Time magazine.