Great makeup does more than just make you look beautiful – it’s also good for your body and the planet. In recent years, trendsetting natural and organic makeup brands have been changing the industry with consciously made products. With these brands, you can feel comfortable knowing that you’re using safe, ethically sourced ingredients every time.
Many of the ingredients in conventional beauty products can irritate the skin or even cause long-term health issues. One of the most crucial ingredient groups to avoid are parabens, which were traditionally used as preservatives to extend the shelf life of beauty products. Parabens can mimic the effects of estrogen in the body, causing breast cancer as well as hormonal issues. Other toxic ingredients to avoid include sulfates, phthalates, aluminum, and synthetic fragrances, all of which can cause irritation and have been linked to long-term health problems.
There are so many excellent natural and organic makeup brands on the market today. Many of them offer niche products that mainstream beauty companies don’t offer. Here are 15 of the top natural and organic makeup brands to add to your beauty collection today.
1. 100 Percent Pure
100 Percent Pure offers natural, ethically sourced products without toxic ingredients. All products are cruelty-free and most are vegan.
100 Percent Pure is a California-based company that focuses on offering products that are completely free of toxins. Many mainstream beauty products contain irritants that can have harmful long-term effects on the skin and body. They use natural fruit pigments in their makeup instead of dyes and other harsh colorants that can cause allergic reactions.
The 100 Percent Pure brand is also committed to fighting for effective social change. They do not use animal testing of any kind, and their ingredient sourcing process is set up to avoid sourcing ingredients from animals. Most of their products are currently vegan, and they are working towards becoming an all-vegan brand in the near future.
The brand partners with animal rescue and welfare organizations to help provide food to shelter dogs. They also are committed to offering environmental sustainability and work with Trees For The Future, an organization that promotes environmental welfare.
100 Percent Pure’s makeup line is known for its rich, nourishing formulas. Their makeup is very lightweight and is perfect for an everyday natural look. One of their most popular products is their Fruit Pigmented Ultra Lengthening Mascara, which contains green tea and berry extracts. This natural mascara nourishes the lashes, making them look long and defined, and also has a delicious berry scent as a result of the natural ingredients. While it isn’t waterproof, it is very durable and is designed to stay on all day.
2. Rejuva Minerals
Rejuva Minerals offers non-toxic, organic mineral makeup that is never tested on animals.
Founder Brenda Hyre created Rejuva Minerals after years of struggling to find makeup that didn’t irritate her sensitive skin. Instead of using harsh, irritating ingredients, Rejuva Minerals creates makeup products that are entirely mineral-based. The mineral formula is very gentle on the skin, and it doesn’t contain any talc or parabens. They also have several products that are specified mica and titanium dioxide-free, for those who have allergies to these specific ingredients. Their products are not tested on animals and come in eco-friendly packaging.
One of Rejuva Minerals’ most popular products is their Multi-Task Loose Powder, which we reviewed. This colorless powder is a lightweight, easy way to set your makeup. It is made with organic tapioca as well as antioxidants derived from natural oils. This powder prevents shine and also prevents your makeup from sliding around on your face throughout the day.
Additionally, Rejuva Minerals has a full selection of pressed natural eyeshadows in natural shades, which are excellent for an everyday work look.
3. W3ll People
W3ll People offers non-toxic and organic products that are gluten-free. They are also sustainably made and packaged, and they offer several vegan options.
The W3ll People brand takes a unique approach to makeup – their makeup products are designed to double as nourishing skincare products. Their products are completely clean and completely plant-based, making them great for your skin as well as for the environment.
The brand was founded by a makeup artist, a dermatologist, and an entrepreneur, and they were able to combine their expertise to develop a makeup brand that is truly revolutionary. W3ll People also takes a minimalist approach to makeup, and many of their products are multipurpose and can be used on the entire face.
One of their most popular multi-use products is their Nudist Cream Stick, which comes in three versatile colors and can be used on the lips, cheeks, and eyes. They also make the Narcissist Foundation Stick, a natural foundation which is available in nine different shades. Both of these stick formulas are very nourishing and are an excellent choice for those with dry skin. The brand has a luxury feel, and all of the packagings are very elegantly designed. Although W3ll People is very eco-friendly, they also have a sleek, modern look that will stand out in your makeup collection.
4. Juice Beauty
Juice Beauty offers certified organic, plant-based makeup products that are sustainable, vegan, and cruelty-free.
Juice Beauty founder Karen Behnke was inspired to start the brand when she experienced pregnancy for the first time at the age of 40. When she couldn’t find organic, healthy makeup products that performed well, she decided to create her own. She founded Juice Beauty with a ‘farm to table’ mission, ethically sourcing natural ingredients. Behnke has worked with chemists and biologists to take a scientifically savvy approach to skincare. As a result, most of Juice Beauty’s makeup products have skincare benefits as well.
Juice Beauty is known for their Phyto-Pigments Flawless Serum Foundation. It is very lightweight and easy to blend and comes in 13 different shades. This foundation contains a serum that is full of healing antioxidants as well as coconut alkanes, which are very soothing and moisturizing. The foundation uses Juice’s Phyto-Pigments technology, which derives color from plants and uses cold-pressed organic oils for pure nourishment.
5. Honeybee Gardens
Honeybee Gardens offers natural cosmetics that are paraben-free, non-GMO, gluten-free, PETA certified, and sustainably made.
Honeybee Gardens was one of the early innovators in organic makeup, getting their start in 1995. Founder Melissa J. Buckley was interested in herbalism and developed a line of personal care products that were soothing and appropriate for sensitive skin. Honeybee Gardens makes entirely natural makeup products, many of which come in bright, vibrant shades. Honeybee Gardens also stands out among natural makeup brands because they are affordable. Although they use high-quality ingredients, items are accessibly priced.
One of Honeybee Gardens’ standout items is their Complexion Perfecting Blush. It comes in three versatile shades and contains marajuca oil, which helps the product apply smoothly and gives it a flattering sheen. They are pigmented enough to show up on a variety of skin tones, but aren’t overpowering and blend easily.
6. Lilah B.
This brand offers minimalist makeup rich in natural ingredients. Their products do not contain parabens, sulfates, phthalates, gluten, or synthetic fragrances. They are also cruelty-free and offer vegan products.
Lilah B. stands out for their minimalist approach to cosmetics. Not only do their products have short ingredients lists, but their packaging is sleek and simple. They encourage customers to build a makeup collection of long-lasting essentials, as opposed to investing in products they’ll only use once or twice. Many of their products focus on achieving a dewy, fresh-faced glow and have moisturizing elements.
Lilah B’s Bronzed Beauty Bronzer Duo is a great choice for those who have fair skin tones and want a nice glow without looking orange or muddy. They can also double as a light, natural eyeshadow. Like many of Lilah B’s products, this natural bronzer contains aloe and coconut oil, which give it a smooth, blendable texture. This product is very easy to apply and can work for both everyday or special occasions. The one downside to this product is that it is not yet available in darker shades.
7. Bite Beauty
This brand offers face and lip products that are clean and made with natural ingredients. Their products are also cruelty-free and vegan as well as gluten-free.
Bite Beauty took the beauty world by storm when they launched in 2012, offering deeply pigmented natural lipsticks that smelled great and used food-grade ingredients. The lipsticks quickly became bestsellers, and although they have enjoyed mainstream success, they continue to focus on clean, healthy lip products. Bite Beauty is also known for their lip labs, where customers can work with makeup experts to create their own custom shade. In recent years, Bite has expanded to offer face products in addition to lip products.
Bite’s standout product is their lip crayons, which come in a huge variety of shades. They are available in both shimmer and matte colors, and range from light, natural pinks and nudes to bold purples, reds, and oranges. They have a very creamy texture, and the crayon shape makes them very easy to apply. Ingredients like Pomegranate Oil and Wild African Mango soothe the lips, and even the matte shades are comfortable for long-term wear.
8. Au Naturale
This brand offers organic, cruelty-free, vegan, non-toxic, and paraben-free makeup.
One of the biggest challenges with developing natural makeup is getting a strong color payoff. Au Naturale’s founder, Ashley Prange, founded the brand to give beauty junkies bold, colorful makeup products that use safe and ethically sourced ingredients. Not only does Au Naturale offer brightly pigmented lip, cheek, and eye products, but they also offer a wide shade range for their foundations and concealers. This makes them very accessible to people of different skin tones and ethnic backgrounds.
The Su/Stain Matte Lip Stain from Au Naturale is one of their standout products. This natural lip stain comes in 10 different colors, with both subtle and bold options. The formula is very long-lasting and ideal for all-day wear. Although the stain is matte, it still contains nourishing ingredients, so it isn’t as drying as the matte lip stains from many competitor brands. Organic ingredients like jojoba oil, shea butter, and castor seed oil give this lip stain its thick, nourishing texture.
9. Lawless Beauty
This brand offers clean beauty products that do not contain potential carcinogens, irritants, or hormone disrupters. All products are cruelty-free.
Lawless Beauty is a groundbreaking beauty brand that is committed to truly clean products that everyone can use. Founder Annie Lawless struggled with Celiac disease and other allergies as a teenager, which lead to a passion for health and wellness.
After making a name for herself in the wellness industry with her own blog, health coaching service, and cold-pressed juice brand, Annie decided to start Lawless Beauty to make products that were completely clean without sacrificing pigmentation. What’s unique about Lawless Beauty is that they go above and beyond to remove any hormone-disrupting ingredients to reduce the risk of long-term health issues. The brand’s motto is “Clean AF”, showing the world that they don’t mess around when it comes to product safety.
Lawless Beauty’s standout product has been the Woke Up Like This Flawless Foundation, a full coverage base that is available in 20 different shades. Many natural foundations only provide a light to medium coverage, so clean beauty junkies have really taken to this product as an option for more intense makeup looks. This foundation is available in a wide range of colors and undertones, so it’s accessible to people of different backgrounds. Although this foundation is full coverage, it contains nourishing ingredients like shea butter that keep it from feeling cakey or uncomfortable.
10. RMS Beauty
This brand offers beauty products made with food-grade, organic ingredients that are free of chemicals, preservatives, and GMOs.
RMS Beauty makes products that aren’t just clean, but that is actually healthy and hydrating for the skin. The brand’s founder, Rose-Marie Swift, is a successful makeup artist turned clean beauty advocate. She founded RMS Beauty in 2010 after learning just how many chemicals are in many of today’s mainstream makeup products. Over the years, the brand has created a line of luxe makeup products as well as skin care products and supplements. RMS Beauty takes a holistic approach to personal beauty and well-being.
The product that gave RMS Beauty cult-favorite status is their Luminizer, a bold cream highlight that creates an eye-catching glow. It is available in six shades with both warm and cool undertones. Castor seed oil adds hydration to the skin, while vitamin E soothes and heals. It’s very easy to apply with your fingers and the result is a healthy, youthful look.
11. Tower 28
This brand offers clean beauty products designed specifically for sensitive skin. Their products do not contain any toxins, fragrances, or animal by-products.
Tower 28 is a bold new makeup brand that has taken the industry by storm. Not only are their products clean and made with high-quality natural ingredients, but they are also designed specifically for sensitive skin. Founder Amy Liu was inspired to start the company after struggling to find high-quality products that worked for her eczema and sensitive skin. Tower 28 has quickly become a cult favorite, thanks to their gentle, ultra-hydrating formulas and bright color selection.
The ShineOn Lip Jelly is one of Tower 28’s most popular products, and for good reason – they combine the moisturizing properties of a lip balm with the high shine of a gloss. This product is available in a clear shine and clear shimmer as well as sheer pink, orange, berry, and red. As the name implies, it has a soothing jelly texture that isn’t sticky.
12. Vapour Beauty
Vapour Beauty offers products made from organic and natural ingredients with minimal processing. Their products are cruelty-free, and Vapour is committed to sustainability in both their production process and their packaging.
Vapour is a luxury beauty brand that is committed to both health and sustainability. Founders Krysia Boinis and Kristine Keheley were inspired by the natural beauty of Taos, New Mexico when developing the products. Their collection is full of deep shades inspired by the natural landscape, and each product is made with safe, nourishing ingredients to support skin health. Vapour reaches beyond expectations for a natural beauty brand, with products that meet mainstream beauty standards for pigmentation and blend-ability.
One of Vapour’s standout products is the Aura Multi-Stick, which can be used on both lips and cheeks for a radiant glow. There are six shades available in both warm and cool tones, and it’s an ideal product to keep your purse and brighten up your look throughout the day. The formula contains shea butter, avocado oil, and jojoba oil, which serve as moisturizers, as well as bamboo extract and amino acids to strengthen and protect the skin.
13. Alima Pure
Alima Pure offers mineral makeup made without parabens, sulfates, and other irritants. Their products are not tested on animals, and they are committed to long-term sustainability with carbon-neutral operations and refillable packaging.
Alima Pure was one of the earliest natural beauty brands, debuting in 2004. Founder Kate O’Brien was working as a teacher when she decided to start Alima Pure out of her house. The brand’s philosophy is simple – products to enhance your natural beauty instead of covering it up. Alima Pure focuses on mineral makeup, which is safe for sensitive and acne-prone skin. Mineral makeup products are also very simple and don’t have many additives that can clog pores or have harsh long-term health effects.
Alima Pure’s Loose Mineral Blush is a great addition to an everyday makeup routine. It is vegan and does not contain nuts, gluten, fragrance, or other potential irritants. This blush is very subtle and easy to blend but can be built up for a more dramatic look. It is available in eight matte shades and five shimmer shades. The formula has excellent longevity and will stay put all day, making it an excellent choice for workwear.
14. Kosas Cosmetics
Kosas offers clean, non-toxic beauty products that are free of parabens, phthalates, and other irritants. They are also free of eggs and are cruelty-free, and many of their products are vegan friendly.
Kosas is a sleek, modern brand that has taken Instagram by storm over the past few years. Their products contain nourishing oils and other natural ingredients, but don’t sacrifice pigmentation or longevity. Their products are suitable for people with many different skin types, including sensitive skin. Founder Sheena Yaitanes has taken her fine art background to develop a bold color palette with options for many different skin tones. The brand name is inspired by the concept of the five Kosas of self, which are layers of our identity and personality.
While Kosas has a complete line of face, lip, and cheek products, one of their most popular items is the Super Creamy + Brightening Revealer Concealer. This full-coverage concealer is available in 19 different shades and is effective for both retouching and contouring. It contains a number of healing ingredients, including arnica to calm acne-prone skin, peptides to plump, and hyaluronic acid to hydrate. Caffeine helps to brighten the under eyes and dull areas of the skin. The creamy texture makes this concealer easy to blend.
15. Ilia Beauty
Ilia Beauty offers clean beauty products that contain natural ingredients and focus on sustainability.
Ilia Beauty takes the same approach to create makeup that they do to skincare, with formulas that focus on skin health. Founder Sasha Plavsic is a life-long health and wellness enthusiast and decided to start Ilia Beauty when she discovered that her favorite lip balms contained potentially unsafe ingredients. The brand has since expanded to offer a wide range of products, including several efficient multi-use items. While not all of their items are completely natural, they do use many natural ingredients and avoid carcinogens and irritants.
It can be very difficult to find clean mascara that works well, but Ilia Beauty’s Limitless Lash Mascara is changing the game with a lush lengthening formula that’s ideal for daily wear. It’s made with organic bee and carnauba waxes to keep the lashes healthy. It accentuates each lash without weighing them down, and the formula doesn’t irritate the skin or flake off throughout the day. This mascara has received awards from Allure and Glamour magazines.
These natural and organic makeup brands are proving that you don’t have to sacrifice quality or pigmentation to take care of your skin. With so many excellent organic products on the market, many consumers now expect safe natural formulas and are holding brands to a higher standard.
This article was last updated on May 8, 2023 .