All-Natural Makeup Brands With Products That Really Deliver

It’s no secret that natural or “clean” beauty has blown up in recent years. Consumers care about non-toxic ingredients and are making a conscious effort to pay close attention to harmful chemicals commonly found in makeup products, like parabens, that could be wreaking havoc on their bodies. But let’s get real: What does “natural beauty” even mean anymore? Increased demand for clean, cruelty-free, and vegan makeup and beauty products has, sadly, caused brands to use suspicious marketing tactics, slapping “natural” and “organic” labels on their products without legitimate certifications.

Plus, it’s difficult to decipher if “natural” makeup brands are being completely transparent when it comes to refraining from harsh chemicals and animal testing. This is why organizations like PETA  (opens in new tab)and Leaping Bunny (opens in new tab) are so important—both websites offer tools to search which brands are truly using organic, cruelty-free, and ethically sourced ingredients. 

I have one more thing to address before we move on: There’s a huge misconception that natural makeup products are incapable of delivering glamorous results. That might have been true, like, a decade ago, but today there are plenty of brands creating buildable, high-impact products that over-deliver in the shade department. Natural makeup brands are on the rise, and here are my all-time favorites.

LYS Beauty

After more than a decade spent in the clean beauty industry, Tisha Thomspon decided she’d had enough of the lack of diversity in natural makeup. LYS Beauty launched in 2019 on Sephora as the first Black-owned clean beauty brand to receive Sephora’s stamp of approval, instantly becoming a sold-out favorite for its formula and powerful pigment targeted towards skin of color. Each product is made to be skin-focused first, ingredient wise, with focus on skin affected by hyperpigmentation and dark marks. 

shop LYS Beauty (opens in new tab)

(opens in new tab)

LYS Beauty Higher Standard Satin Matte Cream Blush

(opens in new tab)

LYS Beauty Aim High Pressed Highlighter Powder

(opens in new tab)

LYS Beauty Triple Fix Serum Foundation

(opens in new tab)

LYS Beauty Secure Skin Gripping Serum Primer

Milk Makeup

An offset of Milk Studios, Milk Makeup has been in the clean beauty space since the beginning, focusing their branding and message on galactic-feeing products that are made for effortless beauty vibes. Their dedication to improving their formulas and packaging, not to mention their refillable and natural ingredient-focused products, helps explain why most TikTokers have at least one item from the brand.

shop Milk Makeup (opens in new tab)

(opens in new tab)

MILK MAKEUP Bionic Liquid Blush

(opens in new tab)

MILK MAKEUP KUSH Clear Brow Gel

(opens in new tab)

MILK MAKEUP Electric Glossy Lip Plumper

(opens in new tab)

MILK MAKEUP Sunshine Vitamin C + Squalane Face Oil

Westman Atelier

Gucci Westman, renowned makeup artist and the brand’s namesake/founder, created Westman Atelier to bring a luxurious aesthetic to clean beauty. With sustainability in the foreground, natural ingredients are a major pillar in the identity of this cosmetic brand. The refillable durable packaging and creamy products with plant-powered ingredients make them a favorite for IG-worthy shelf shots and product that works well, trusted by clean beauty store Credo (opens in new tab). 

shop Gucci Westman

(opens in new tab)

Westman Atelier Lip Suede Lipstick Palette

(opens in new tab)

Westman Atelier Squeaky Clean Liquid Lip Balm

(opens in new tab)

Westman Atelier Baby Cheeks Blush Stick

(opens in new tab)

Westman Atelier Vital Skin Foundation Stick

Minori Beauty

“Minimalist” and “clean” are two words that perfectly describe this essentials-only beauty brand. Anastasia Bezrukova founded Minori Beauty for those who want to declutter their beauty drawer and focus on the few key products for simple, natural wear. Creamy blushes and highlighters offer multi-use effects for flushed looks and cottagecore darling dreams, while the straightforward formulation makes it simple to figure out what exactly is in the product. 

shop Minori Beauty

(opens in new tab)

Minori Cream Blush in Orchid

(opens in new tab)

Minori Cream Highlighter in Golden

(opens in new tab)

Minori Cream Blush in Scarlet

(opens in new tab)

Minori Lip Gloss in Dream

True + Luscious

Good.Clean.Glam is the tagline of this indie beauty brand, founded by long-time beauty entrepreneur, Mehir Sethi. As a 100 percent vegan brand, the focus is on the product formulation with simple packaging and dedicated items that make for an easy switch for any non-clean beauty product. 

shop True + Luscious (opens in new tab)

(opens in new tab)

True + Luscious Angel Eyes Eyeshadow Primer

(opens in new tab)

True + Luscious Super Moisture Lipstick in Honeydew

(opens in new tab)

True + Luscious Brow Luxe Definer Pencil

(opens in new tab)

True + Luscious Super Moisture Lipstick in Orange Punch

Athr Beauty

A reminder that clean beauty can be bright and shimmery (without the chunky plastic glitter), Athr Beauty is bringing fun to natural beauty with their gemstone-inspired palettes and Taylor Swift-worthy red lippies. Sustainable practices are found from beginning to end with durable zero-waste packaging, fair-trade ingredients, and of course, vegan and cruelty-free formulas. 

shop Athr Beauty (opens in new tab)

(opens in new tab)

Athr Beauty Desert Illuminating Face & Body Oil

(opens in new tab)

Athr Beauty Moonlight Crystal Eyeshadow Palette

(opens in new tab)

Athr Beauty Radiant Ruby Lip Crème

(opens in new tab)

Athr Beauty Rose Quartz Crystal Gemstone Eyeshadow Palette

Wander Beauty

Multi-use products are one thing, but cosmetic items designed for multitasking take innovative packaging and dual-use makeup to a new level. Duo eyeshadows and double-sided highlighters feature cruelty-free, paraben-free, and synthetic fragrance-free ingredients that don’t cake on the skin, instead leaving a soft-touched glam. Their sustainable choices don’t stop at formulation; they’re also actively working to have more environmentally-safe initiatives in production. 

shop Wander Beauty (opens in new tab)

Shop My Favorite Wander Beauty Products

(opens in new tab)

Wander Beauty Unlashed Volume & Curl Mascara

(opens in new tab)

Wander Beauty Double Date Lip and Cheek Tint

(opens in new tab)

Wander Beauty Wanderlust Powder Foundation

(opens in new tab)

Wander Beauty On-The-Glow Blush and Illuminator

Freck Beauty

What started with a desire to create a freckle cosmetic product turned into a skincare and makeup brand that is favored amongst Gen Z, influencers, and beauty lovers alike. Founded by Remi Brixton in 2017, all products are vegan and cruelty-free, with natural ingredients like cactus, shea butter, and flower water highlighted. The brand’s website proudly states: “We are the bold, clean beauty brand for anyone that cares about ingredients, respects the process, and doesn’t care about the rules.”

shop Freck Beauty (opens in new tab)

(opens in new tab)

Freck Beauty Cheekslime Blush + Lip Tint with Plant Collagen

(opens in new tab)

Freck Beauty Freck The Original Freckle

(opens in new tab)

Freck Beauty Rich Bitch Cactus + Vitamin C Moisturizer

(opens in new tab)

Freck Beauty SLIMELIGHT Highlighter

lilah b.

This clean beauty brand has strict guidelines for the ingredients they allow in their gorgeous, Instagram-worthy products. Everything in the line is vegan-friendly and cruelty-free, and formulated without gluten, parabens, phthalates, sulfates, and synthetic fragrances. Many of the products are multi-use, and each compact feels heavy and luxurious in your palm—and is gorgeous to boot.

shop lilah b. (opens in new tab)

(opens in new tab)

lilah b. Lovingly Lip™ Tinted Lip Oil

(opens in new tab)

lilah b. Glisten + Glow™ Skin Illuminator

(opens in new tab)

(opens in new tab)

lilah b. Virtuous Veil™ Concealer & Eye Primer

Kosas

Kosas is the makeup brand for skincare lovers who want their cosmetics to complement their skincare regime. Whether you’re looking to be extra hydrated, soothe irritated skin, or brighten dull skin, each makeup product contains ingredients that works with that goal, while also delivering enviable color payoff. Kosas has banned the use of over 2,700 different ingredients that they swear to never put into their formulas. The Leaping Bunny certified brand claims their line is “loose, quick, active clean beauty that works the way you want it to.”

shop Kosas (opens in new tab)

(opens in new tab)

Kosas The Big Clean Volumizing + Lash Care Mascara

(opens in new tab)

Kosas Crème Cream Blush & Highlighter Duo

(opens in new tab)

Kosas The Sun Show Moisturizing Baked Bronzer

(opens in new tab)

Kosas Revealer Concealer Super Creamy + Brightening Concealer

Bite Beauty

Bite Beauty’s motto is that clean doesn’t have to mean boring. Their lip products bring the boldness and intense color, without harmful or sensitizing ingredients. Superfoods replace harmful chemicals in their formulas, so you don’t have to sacrifice anything for your beauty look. Licensed toxicologists review all the products that Bite puts out and test them for safety, allergens, and efficiency. When your makeup artist has a lab coat on, you know the dedication is real.

shop Bite Beauty (opens in new tab)

(opens in new tab)

Bite Beauty Power Move Hydrating Soft Matte Lipstick

(opens in new tab)

Bite Beauty Changemaker Supercharged Micellar Foundation

(opens in new tab)

Bite Beauty Upswing Full Volume Mascara

(opens in new tab)

Agave+ Nighttime Vegan Lip Therapy

Tower 28 Beauty

Tower 28 doesn’t want to limit who can use their products, which is why every single item is formulated with sensitive skin in mind. This dermatologist-tested brand is hypo-allergenic, non-comedogenic, and gluten-free. From their truly poppin’ lip glosses to their glowing highlights, this brand uses ingredients that are safer for even the most sensitive consumer. Tower 28 Beauty follows the National Eczema Association’s ingredient guideline, which is a rarity in the beauty world. So if your sensitive skin has been holding you back from getting into the beauty world, this brand is perfect for you.

shop Tower 28 Beauty (opens in new tab)

Shop My Favorite Tower 28 Products

(opens in new tab)

Tower 28 Beauty ShineOn Milky Lip Jelly Gloss

(opens in new tab)

TowTower 28 Beauty BeachPlease Tinted Lip + Cheek Balm

(opens in new tab)

Tower 28 Beauty SOS Save.Our.Skin Daily Rescue Facial Spray

(opens in new tab)

Tower 28 Beauty SuperDew Shimmer-Free Highlight Balm

Vapour Beauty

Vapour Beauty isn’t just dedicated to providing stunning makeup products that are stunning—they care for the planet, too. They regularly work with incredible organizations, like Lipstick Angels, that provide beauty services to cancer patients. They also have a recycling program that encourages consumers to send back their empty products so the brand can safely recycle them. Not to mention, all the ingredients that the brand uses are organic and natural.

shop Vapour Beauty (opens in new tab)

(opens in new tab)

Vapour Beauty Velvet Gloss

(opens in new tab)

Vapour Beauty Eyeshadow Quad

(opens in new tab)

(opens in new tab)

Vapour Beauty Soft Focus Foundation

Beautycounter

Not only does Beautycounter up the game when it comes to clean beauty, but they’re transparent about their progress, even going so far as to put out an annual Social Mission report listing their accomplishments. While the brand is dedicated to teaching their consumers about the benefits of clean beauty, they are also working to change laws and national guidelines for beauty ingredients. Beautycounter regularly supports nonprofits and is dedicated to constantly improving their formulas and environmental impact.

shop Beautycounter (opens in new tab)

(opens in new tab)

Beautycounter Brilliant Brow Gel

(opens in new tab)

Beautycounter Sheer Genius Conditioning Lipstick

(opens in new tab)

Beautycounter Satin Powder Blush

(opens in new tab)

Lawless Beauty

Annie Lawless, the brains behind Lawless Beauty, knows the benefit of clean beauty. As a child suffering from debilitating eczema and gluten allergies, she sought to create a clean makeup brand that wasn’t exclusively for beauty minimalists. “I started Lawless Beauty with the mission to create highly pigmented, full coverage, and long-wearing clean makeup with a no tolerance policy for sheer, wimpy, no-makeup makeup formulas and any kind of potentially toxic ingredients,” Lawless says on the brand’s website. If minimal isn’t your style, then Lawless has you covered—in an ethnical, clean way.

shop Lawless Beauty (opens in new tab)

(opens in new tab)

Lawless Beauty Make Me Blush Talc-Free Velvet Blush

(opens in new tab)

Lawless Beauty The Little One Eyeshadow Palette

(opens in new tab)

Lawless Beauty Satin Luxe Classic Cream Lipstick

(opens in new tab)

Lawless Beauty Lip Shine Lip Gloss

Juice Beauty

During her first pregnancy, Juice Beauty founder Karen Behnke saw how necessary effective, clean beauty brands are. Every ingredient in her skincare and makeup line is certified organic and ethical, with farm-to-beauty sourcing. From their cult favorite CC cream to their lash-boosting mascara, Juice Beauty has you covered. The brand even owns a farm in Northern California where they harvest natural products to use in their beauty line. It doesn’t get more natural than that!

shop Juice Beauty (opens in new tab)

(opens in new tab)

Juice Beauty Last Looks Blush

(opens in new tab)

Juice Beauty Stem Cellular CC Cream SPF 30

(opens in new tab)

Juice Beauty Ultra-Natural Mascara

(opens in new tab)

Juice Beauty Cream Shadow Stick

Rituel De Fille

Los Angeles-based clean makeup brand Rituel De Fille knows what it takes to create a captivating glow. Seriously—their cult-favorite highlighters leave a supernatural-looking finish on the skin that’ll make an onlooker do a double-take. Dreamed up by three sisters, this brand uses the magic of natural ingredients to make pigment-rich products that you can apply almost anywhere. “We approach our formulation like potion-making,” the sisters write on their website. In other words, you can trust that each product is crafted with care, are completely natural, and made with minimal ingredients.

shop Rituel De Fille (opens in new tab)

Rituel De Fille Rare Light Crème Luminizer in Phosphene

Rituel De Fille Celestial Sphere Eye Soot in Pyxis

Rituel De Fille Forbidden Lipstick in Written in Blood

Rituel De Fille Inner Glow Crème Pigment in Frenzy

& Other Stories

You may know this stylish Swedish brand for their minimalist clothing, but you should get to know their beauty products, which are equally as elevated and clean. & Other Stories has two international ateliers, in Paris and in Stockholm, with color cosmetics that are paraben-free and cruelty-free with over 85-percent natural ingredients. “Each product in the range has a formulation with a bespoke blend of hand-picked active ingredients with certified origin from France,” Catarina Åberg, senior cosmetics chemist at & Other Stories told Vogue Arabia in an interview (opens in new tab). Many of the colors mimic the clothing, and there’s also body products and makeup products a part of the collection. You’re guaranteed to glow with their dazzling eyeshadows, creamy feel-good formulas, and shine-blinding lip products.

shop & Other Stories (opens in new tab)

(opens in new tab)

& Other Stories Pretty Peach Cream Blush

(opens in new tab)

& Other Stories Nail Polish in Dark Jade

(opens in new tab)

& Other Stories Lipstick in Nude Carmin

(opens in new tab)

& Other Stories Eye Colour Cream in Sienna Stardust

RMS Beauty

On a scale of one to 10 of freaking amazing products in the natural makeup space, RMS Beauty is a big 10. The company was dreamed up by esteemed makeup artist Rose-Marie Swift, who values health and wellness just as much as cosmetics. She’s taken this ethical approach a step further, creating concealers, highlighters, and lipsticks formulated with raw, food-grade, and organic ingredients in their purest state. You can expect these good-for-you ingredients to make your skin glow from the inside out.

shop RMS Beauty (opens in new tab)

(opens in new tab)

(opens in new tab)

RMS Beauty Wild With Desire Lipstick

(opens in new tab)

RMS Beauty Un Cover-Up Concealer/Foundation

(opens in new tab)

Alima Pure

Unsurprisingly, I was drawn to Alima Pure when I found out the brand was birthed in my beloved hometown of Portland, Oregon. There are many great things about Portland, but one of the city’s most admirable characteristics is its dedication to eco-friendliness. Alima Pure is an authentic extension of Portland’s DNA, which is grounded in sustainability. The brand boasts a “less is more” mentality, producing mineral-based makeup products with minimal ingredients free of toxins, irritants, or preservatives. Even better: They’ve managed to thoughtfully formulate a full and inclusive shade range of satin matte foundation, which happens to be their best-selling product.

shop Alima Pure (opens in new tab)

(opens in new tab)

Alima Pure Pressed Eyeshadow

(opens in new tab)

Alima Pure Cream Blush in Crush

(opens in new tab)

Alima Pure Natural Definition Eye Pencil

(opens in new tab)

Alima Pure Satin Matte Foundation

Beauty Bakerie

Let’s set this straight: If you turn down food-themed makeup, you and I can’t be friends. But if this combination sounds enticing, you’re welcome to keep reading. Indie brand Beauty Bakerie was founded in 2011 by Cashmere Nicole (opens in new tab), and their dessert-themed makeup will make you feel happy inside. Most importantly, the pillars of the brand are rooted in good-for-you formulas. Nicole overcame breast cancer, which inspired her to go paraben-free, vegan, and cruelty-free with all of her products.

shop Beauty Bakerie (opens in new tab)

(opens in new tab)

Beauty Bakerie HD Flour Setting Powder

(opens in new tab)

Beauty Bakerie Cotton Candy Champagne Blush Palette

(opens in new tab)

Beauty Bakerie Coffee & Cocoa Bronzer Palette

(opens in new tab)

Beauty Bakerie Matte Lip Whip

Ilia

Make it a point to be intentional about what you’re putting on your face. Ilia makes it easy to be more mindful with makeup choices. The luxurious packaging is made from recyclable aluminum and each product is carefully crafted with health-conscious ingredients. They’re on a mission to make clean beauty the norm, and are aware that not all natural products are created equal. With shades that range from neutral to vibrant, trust that these will do right by your skin.

shop Ilia (opens in new tab)

(opens in new tab)

ILIA Limitless Lash Mascara

(opens in new tab)

ILIA Color Haze Multi-Use Pigment

(opens in new tab)

ILIA Color Block High Impact Lipstick

(opens in new tab)

The Necessary Eyeshadow Palette

W3LL People

W3LL People believes in combining skincare and makeup to create something beautiful. If you’re a no-makeup makeup lover, you’ll appreciate how their products will enhance your natural beauty. Staying true to its natural roots, all products are handcrafted in small batches, which means when you receive each product you can trust that it’s been made to ensure the safest, freshest experience.

shop W3LL People (opens in new tab)

(opens in new tab)

W3LL PEOPLE Optimist Lipstick

(opens in new tab)

W3LL PEOPLE Bio Bronzer Powder

(opens in new tab)

W3LL PEOPLE Expressionist Liquid Eyeliner

(opens in new tab)

W3LL PEOPLE Nudist Eyeshadow Palette

Kjaer Weis

One look at Kjaer Weis’ shiny, chic packaging will convince you that natural makeup products can indeed look sophisticated and deliver gorgeous results. As a long-time makeup artist, founder Kirsten Kjaer Weis experienced the struggle of not having high-performing organic products for clients with sensitive skin. This brand is a crowd favorite because it uses only top-tier organic ingredients that won’t ever compromise the health of your skin. You get elegance and clean formulas without any parabens, silicones, petrochemical emulsifiers, or synthetic fragrances.

shop Kjaer Weis (opens in new tab)

(opens in new tab)

(opens in new tab)

(opens in new tab)

The Lip Bar

Natural makeup products should be accessible and inclusive. Period. Creator of The Lip Bar, Melissa Butler, recognized that need after growing incredibly frustrated with the beauty industry’s lack of diversity. Her brand offers 100 percent vegan and cruelty-free ingredients in an array of shades suited for all skin tones. Oh, and did I mention everything is under $20?

The Lip Bar (opens in new tab)

(opens in new tab)

The Lip Bar Metallic Lipstick

(opens in new tab)

The Lip Bar Metallic Lipstick

(opens in new tab)

The Lip Bar Matte Liquid Lipstick

(opens in new tab)

The Lip Bar Matte Liquid Lipstick

P/Y/T Beauty

P/Y/T Beauty takes natural makeup seriously: they’ve banned over 1,300 harsh chemicals from their products and source their materials sustainably, but maintain bold and inclusive shades. Whether you’re going for a simple look or something a bit more exciting for the ‘gram, P/Y/T has you covered at an affordable price point. Best of all, their concealer is formulated with nourishing ingredients like shea butter and olive oil. According to P/Y/T, “the result is safe, better-for-you makeup that looks damn good!”

shop P/Y/T Beauty (opens in new tab)

(opens in new tab)

P/Y/T Beauty The Upcycle Eyeshadow Palette in Rowdy Rose Nude

(opens in new tab)

P/Y/T Beauty Glow Me Liquid Eyeshadow

(opens in new tab)

P/Y/T Beauty Swipe Right 12 HR Mascara

(opens in new tab)

P/Y/T Beauty Wingman Liquid Liner

Saie

Clean beauty brand Saie is known for their surprisingly long-lasting and flake-free oil-based mascara, but that doesn’t mean their other products can’t share the spotlight. With their tinted, SPF-enhanced moisturizer, dewy highlighters, and glassy lip balms, Saie lets you paint your face without worrying about harmful additives or lackluster performance.

shop Saie (opens in new tab)

(opens in new tab)

(opens in new tab)

Saie Slip Tint Dewy Tinted Moisturizer

(opens in new tab)

Saie Mini Glowy Super Gel Lightweight Dewy Highlighter

(opens in new tab)

Saie Liquid Nourishing Beeswax Lip Balm Gloss