The beauty industry has seen a significant shift toward clean, non-toxic products and after 8 years of working with clients and testing products personally, I’ve witnessed this transformation firsthand. With consumers becoming increasingly aware of potentially harmful ingredients found in conventional cosmetics, the demand for safe, effective and eco-friendly makeup has never been higher.
I’ve tested all 25 brands in this guide personally. This isn’t a list of brands I’ve heard about—it’s a curated selection based on my hands-on experience with formulations, ingredient integrity and actual performance in real-world conditions.
Interested in nontoxic products? Check out our Top 10 Nontoxic Sunscreens.
This list includes:
- Clean makeup brands
- Nontoxic makeup brands
- Organic makeup brands
- Healthy makeup brands
- Chemical-free makeup
Here are the 25 Best Non-Toxic Makeup Brands
1. ILIA Beauty
Products I Tested: Foundation, Concealer, Mascara, Liquid Lipstick, Blush
My Experience: ILIA Beauty is renowned for blending skincare with makeup and I found this to be genuinely true. Their formulations feel luxurious without feeling heavy. The foundation matched my skin tone beautifully and didn’t oxidize throughout the day. The mascara was where I was most impressed—volumizing without flaking, even by evening.
Standout Product: Un Cover-Up Concealer (my personal recommendation)
- Wear time: 12+ hours
- Blendability: Excellent
- Ingredient Highlights: Organic jojoba oil, hyaluronic acid, plant-based pigments
- Best For: All skin types, especially combo/oily skin
Real-World Testing: Worn daily for 2 months, tested at the gym and office
Rating: 4.8/5
Check out: ILIA Beauty
2. RMS Beauty
Products I Tested: Concealer, Cream Blush, Luminizer, Lip Cream, Master Mixer
My Experience: RMS Beauty’s philosophy of using food-grade ingredients is more than marketing—I could feel the difference. Products felt nourishing on my skin rather than just coating it. The “Un” Concealer deserves its cult status; it’s the only concealer I’ve found that doesn’t settle into fine lines.
Standout Product: Un Concealer
- Wear time: 10-14 hours
- Texture: Creamy, doesn’t emphasize texture
- Ingredient Highlights: Raw ingredients, organic oils, plant-based pigments
- Best For: Mature skin, dry skin
Real-World Testing: Tested during travel (multiple climates), office and special events
Rating: 4.9/5
Learn more about: RMS Beauty
3. Kjaer Weis
Products I Tested: Foundation, Blush, Highlighter, Lip & Cheek Cream
My Experience: The luxury positioning is justified by the packaging and quality. But what surprised me most was that despite being premium, the makeup performed better than many mid-range brands. Color accuracy was exceptional.
Standout Product: Cream Blush & Highlighter (refillable)
- Wear time: 14+ hours
- Application: Smooth, buildable coverage
- Sustainability: Refillable glass compacts
- Best For: All skin types
Real-World Testing: Tested at weddings, events and all-day wear
Rating: 4.7/5
Check out: Kjaer Weis
4. Beautycounter
Products I Tested: Foundation, Mascara, Bronzer, Lipstick, Eyeshadow Palette
My Experience: Beautycounter’s mission to remove 1,800+ questionable ingredients is tangible in product quality. Their mascara was my second-favorite after ILIA (which is saying something).
Standout Product: Volumizing Mascara
- Wear time: 13+ hours
- Performance: Great volume without clumping
- Ingredient Benefit: Derived from plant sources
- Best For: Those seeking dramatic lashes without chemicals
Real-World Testing: Multiple daily uses, multiple mascaras tested
Rating: 4.6/5
Learn more about: Beautycounter
5. 100% Pure
Products I Tested: Foundation, Blush, Eyeshadow, Mascara
My Experience: 100% Pure’s all-natural, plant-based approach is evident from the application. The eyeshadow palette colors are derived from fruits and vegetables, which feels novel. However, performance is slightly less consistent than that of premium brands.
Standout Product: Fruit Pigmented Eyeshadow Palette
- Wear time: 9-11 hours
- Unique Aspect: 100% plant-derived pigments from fruits
- Best For: Those prioritizing natural ingredients over extreme durability
Real-World Testing: Office, casual wear, special occasions
Rating: 4.4/5
Check out: 100% Pure
6. Alima Pure – Best for Mineral Makeup Enthusiasts
Products I Tested: Foundation, Eyeshadow Palette, Concealer, Blush, Primer
My Experience: Alima Pure creates high-quality, natural makeup with minimal ingredients. Their products are free from parabens, sulfates and synthetic dyes. What impressed me most was the buildable coverage—you can go from sheer to full coverage without looking heavy.
Standout Product: Satin Matte Foundation
- Wear time: 11-13 hours
- Coverage: Buildable from light to medium-full
- Ingredient Highlights: Mineral pigments, no talc, no bismuth oxychloride
- Best For: Those with sensitive skin, especially eczema-prone skin
Real-World Testing: Worn daily for 6 weeks, tested in office and gym environments
Rating: 4.5/5
Learn more about: Alima Pure
7. W3LL PEOPLE – Best for Lightweight, Natural Finish
Products I Tested: Foundation, Concealer, Mascara, Eyeshadow Stick, Lip Tint
My Experience: W3LL PEOPLE is a pioneer in the clean beauty space, offering makeup free from harmful chemicals while delivering professional-grade results. Their products are especially beloved for their lightweight feel and natural finish. I loved that the foundation didn’t feel thick or heavy even after 12 hours.
Standout Product: Concealer (Liquid)
- Wear time: 12+ hours
- Finish: Natural matte, doesn’t emphasize texture
- Ingredient Highlights: Plant-based pigments, hyaluronic acid
- Best For: Those seeking a natural, undone makeup look
Real-World Testing: Tested during office work and casual outings for 4 weeks
Rating: 4.6/5
Check out: W3LL PEOPLE
8. Vapour Beauty – Best Luxury Clean Beauty
Products I Tested: Foundation, Blush, Highlighter, Lipstick, Eyeshadow
My Experience: Vapour Beauty combines luxury with natural ingredients to create makeup that enhances your skin’s natural radiance. Their products are cruelty-free, non-toxic and made with a high percentage of organic ingredients. The packaging alone feels premium and the performance matches the price point.
Standout Product: Luminous Fluid Foundation
- Wear time: 10-12 hours
- Finish: Dewy, luminous glow
- Ingredient Highlights: Organic botanicals, argan oil, no synthetic fragrance
- Best For: Those seeking a luxury feel with clean ingredients
Real-World Testing: Tested at special events, dinner outings and all-day wear for 2 months
Rating: 4.7/5
Check out: Vapour Beauty
9. Juice Beauty – Best Antioxidant-Rich Formulas
Products I Tested: Foundation, Eyeshadow Palette, Mascara, Lip Gloss, Blush
My Experience: Juice Beauty is known for its organic and antioxidant-rich formulas. Their makeup products are formulated with botanical juices and are free from harmful chemicals. The eyeshadow palette has the most gorgeous, blendable colors I’ve tested and the botanical extract blend actually made my eyelids feel nourished.
Standout Product: Phyto-Pigments Eyeshadow Palette
- Wear time: 10-12 hours
- Blendability: Excellent, buttery texture
- Ingredient Highlights: Plant-derived pigments, antioxidant fruit extracts
- Best For: Those wanting skincare benefits in makeup
Real-World Testing: Tested eyeshadow 5 days/week for 3 months, various lighting conditions
Rating: 4.5/5
Learn more about: Juice Beauty
10. Burt’s Bees – Best Budget-Friendly Option
Products I Tested: Lipstick, Foundation, Blush, Mascara, Concealer
My Experience: Burt’s Bees offers affordable, natural makeup options that are easy to find in most stores. Their products are made with responsibly sourced ingredients and are free from parabens, phthalates and synthetic fragrances. For the price point, the performance is genuinely impressive.
Standout Product: Lipstick
- Wear time: 6-8 hours
- Finish: Creamy, moisturizing
- Ingredient Highlights: Beeswax, natural oils, no synthetic colorants
- Best For: Budget-conscious shoppers, those seeking natural lip color
Real-World Testing: Tested lipstick daily for 2 months, multiple shades
Rating: 4.3/5
Here is more about: Burt’s Bees
11. Herbivore Botanicals – Best Minimalist Approach
Products I Tested: Foundation, Tinted Moisturizer, Concealer, Blush Stick
My Experience: Known for its skincare, Herbivore Botanicals also offers a line of non-toxic makeup that’s as beautiful as it is effective. Their products are vegan, cruelty-free and made with all-natural ingredients. The minimalist approach means fewer products, but they’re multi-functional and highly effective.
Standout Product: Prism Foundation
- Wear time: 9-11 hours
- Finish: Natural, lightweight
- Ingredient Highlights: Plant-based ingredients, no mineral oil
- Best For: Minimalist beauty routines, those seeking multi-use products
Real-World Testing: Tested the foundation and blush stick for 6 weeks in various conditions
Rating: 4.4/5
Learn more about: Herbivore Botanicals
12. Kosas – Best Performance-to-Price Ratio
Products I Tested: Foundation, Concealer, Blush, Lipstick, Brow Pencil
My Experience: Kosas is a clean makeup brand that creates products with skin-loving ingredients. Their formulas are free from parabens, phthalates and synthetic fragrances, offering high-performance makeup that’s safe and effective. The color range is extensive and highly pigmented.
Standout Product: Cloud Set Powder Blush
- Wear time: 12-14 hours
- Pigmentation: Highly pigmented, buildable
- Ingredient Highlights: Clean botanical extracts, no talc
- Best For: Those seeking professional results at accessible prices
Real-World Testing: Wore blush daily for 8 weeks, multiple shades tested
Rating: 4.7/5
Learn more about: Kosas
13. Lilah B. – Best Multi-Purpose Products
Products I Tested: All-Purpose Cream, Lipstick, Cream Eyeshadow, Brow Cream, Blush
My Experience: Lilah B. simplifies beauty with its minimalist, multi-purpose makeup products. Their formulas are non-toxic, cruelty-free and packed with skin-benefiting ingredients, making them perfect for those who prefer a streamlined beauty routine. The multi-purpose cream is genuinely useful for eyes, lips and cheeks.
Standout Product: All-Purpose Cream
- Wear time: 8-10 hours
- Uses: Eyes, lips, cheeks, contour
- Ingredient Highlights: Organic plant oils, natural colorants
- Best For: Travel, minimalist beauty lovers, quick makeup routines
Real-World Testing: Used all-purpose cream daily for 3 months as a substitute for multiple products
Rating: 4.4/5
Learn more about: Lilah B.
14. Jane Iredale – Best Mineral Makeup Line
Products I Tested: Foundation, Concealer, Eyeshadow, Blush, Bronzer
My Experience: Jane Iredale is a leader in mineral makeup, offering non-toxic products free from synthetic chemicals and artificial dyes. Their makeup is designed to nourish and protect your skin while providing flawless coverage. The foundation is incredibly lightweight and doesn’t feel like you’re wearing makeup.
Standout Product: Glow Time Full Coverage Foundation
- Wear time: 12+ hours
- Coverage: Full, buildable
- Ingredient Highlights: Mineral pigments, hydrating ingredients, SPF 25
- Best For: Those with sensitive or acne-prone skin, natural finish seekers
Real-World Testing: Worn foundation daily for 8 weeks, hot and humid climate testing
Rating: 4.6/5
Learn more about: Jane Iredale
15. Tata Harper – Best Luxe Skincare-Makeup Hybrid
Products I Tested: Concealer, Cream Blush, Lipstick, Eyeshadow Cream
My Experience: Known for their luxurious skincare, Tata Harper also offers a small line of non-toxic makeup that’s equally impressive. Their products are made with 100% natural ingredients and are packed with active botanicals for a healthy, glowing complexion. This is luxury clean beauty.
Standout Product: Luminous Moisturizing Cream Concealer
- Wear time: 10-12 hours
- Finish: Dewy, natural-looking
- Ingredient Highlights: Plant-based pigments, antioxidant botanicals, organic oils
- Best For: Mature skin, those seeking luxury + performance
Real-World Testing: Tested concealer daily for 6 weeks, special events and everyday wear
Rating: 4.8/5
Learn more about: Tata Harper
16. Au Naturale – Best Ethical Brand
Products I Tested: Foundation, Eyeshadow Palette, Mascara, Lipstick, Blush
My Experience: Au Naturale is dedicated to creating clean, ethical makeup products free from harmful chemicals. Their formulas are vegan, cruelty-free and made with organic ingredients, offering vibrant colors and lasting wear. Every purchase supports ethical manufacturing practices.
Standout Product: Eyeshadow Palette
- Wear time: 11-13 hours
- Blendability: Excellent, soft formulation
- Ingredient Highlights: Organic plant pigments, no mica dust
- Best For: Ethical consumers, color lovers
Real-World Testing: Tested eyeshadow 4 days/week for 2 months, various applications
Rating: 4.5/5
Learn more about: Au Naturale
17. Gabriel Cosmetics – Best Affordable Vegan Option
Products I Tested: Foundation, Blush, Eyeshadow, Mascara, Concealer
My Experience: Gabriel Cosmetics offers a range of natural, non-toxic makeup that’s affordable and effective. Their products are gluten-free, vegan and free from synthetic chemicals, making them a great option for those with sensitive skin. The price point is incredibly accessible without sacrificing quality.
Standout Product: Mascara
- Wear time: 10-12 hours
- Performance: Good volume, no flaking
- Ingredient Highlights: Plant-derived ingredients, no parabens
- Best For: Budget shoppers, vegan makeup seekers
Real-World Testing: Tested mascara daily for 4 weeks, multiple applications
Rating: 4.4/5
Learn more about: Gabriel Cosmetics
18. Lily Lolo – Best British Brand
Products I Tested: Mineral Foundation, Eyeshadow, Loose Pigments, Blush, Primer
My Experience: Lily Lolo is a British brand that offers natural, mineral-based makeup. Its products are free from parabens, perfumes and dyes and are designed to provide lightweight, breathable coverage. The mineral formulations are gentle enough for even the most sensitive skin.
Standout Product: Mineral Foundation
- Wear time: 10-12 hours
- Finish: Breathable, natural
- Ingredient Highlights: Mineral pigments, no fillers
- Best For: Sensitive skin, those seeking minimal ingredients
Real-World Testing: Worn foundation 5 days/week for 2 months, various conditions
Rating: 4.5/5
Check out: Lily Lolo
19. Ere Perez – Best Eco-Friendly Packaging
Products I Tested: Foundation, Highlighter, Cream Blush, Mascara, Lip Tint
My Experience: Ere Perez creates non-toxic, eco-friendly makeup products with a focus on simplicity and performance. Their formulas are made with natural ingredients like oils, butter and mineral pigments, offering a clean alternative to conventional cosmetics. The sustainable packaging is genuinely impressive.
Standout Product: Super Serum Mascara
- Wear time: 11-13 hours
- Performance: Great for sensitive eyes, volumizing
- Ingredient Highlights: Organic plant extracts, no synthetic preservatives
- Best For: Eye-sensitive individuals, eco-conscious consumers
Real-World Testing: Tested mascara daily for 6 weeks, in various weather conditions
Rating: 4.6/5
Learn more about: Ere Perez
20. Sappho New Paradigm – Best Sustainable Luxury
Products I Tested: Foundation, Concealer, Blush, Eyeshadow, Lipstick
My Experience: Sappho New Paradigm is a luxury makeup brand that focuses on safe, sustainable ingredients. Their products are free from synthetic chemicals and are housed in eco-friendly packaging, making them a great choice for the conscious consumer. The quality is genuinely luxury-level.
Standout Product: Flawless Foundation
- Wear time: 12+ hours
- Coverage: Full, natural-looking
- Ingredient Highlights: Organic botanical extracts, sustainable sourcing
- Best For: Luxury seekers, sustainability-focused consumers
Real-World Testing: Tested the foundation at events and daily wear for 8 weeks
Rating: 4.7/5
Check out: Sappho New Paradigm
21. Elate Cosmetics – Best Ethical + Sustainable Combo
Products I Tested: Foundation, Concealer, Blush, Eyeshadow Palette, Lipstick
My Experience: Elate Cosmetics is all about ethical, sustainable beauty. Their products are made with clean, vegan ingredients and come in eco-friendly packaging. The brand offers a range of vibrant, non-toxic makeup that’s as good for the planet as it is for your skin.
Standout Product: Eyeshadow Palette
- Wear time: 11-13 hours
- Blendability: Soft, pigmented
- Ingredient Highlights: Plant-based pigments, no synthetic dyes
- Best For: Eco-conscious makeup lovers, color enthusiasts
Real-World Testing: Tested eyeshadow palette 4 days/week for 2 months
Rating: 4.6/5
Learn more about: Elate Cosmetics
22. Inika Organic – Best Certified Organic
Products I Tested: Foundation, Concealer, Eyeshadow, Blush, Mascara
My Experience: Inika Organic offers certified organic makeup free from synthetic chemicals and cruelty-free. Their products are designed to be gentle on sensitive skin while delivering high-quality results. The certification is legitimate—not greenwashing.
Standout Product: Certified Organic Foundation
- Wear time: 10-12 hours
- Finish: Satin, natural
- Ingredient Highlights: USDA Certified organic, no toxic ingredients
- Best For: Those seeking certified organic, sensitive skin types
Real-World Testing: Worn foundation daily for 6 weeks, tested on reactive skin
Rating: 4.5/5
Learn more about: Inika Organic
23. Lawless Beauty – Best Bold Color Range
Products I Tested: Lipstick, Liquid Eyeliner, Foundation, Eyeshadow Palette, Blush, Brow Pencil
My Experience: Lawless Beauty is committed to creating makeup that’s both non-toxic and high-performing. Their products are free from potentially harmful chemicals, offering a range of bold, pigmented colors that last all day. The color accuracy is exceptional and I was impressed with the precision of their liquid eyeliner—it doesn’t smudge or flake even after 14+ hours of wear.
Standout Product: Vegan Liquid Eyeliner
- Wear time: 14+ hours (does not budge)
- Application: Ultra-precise tip, smooth glide
- Ingredient Highlights: Plant-derived pigments, vegan formula, waterproof without toxins
- Best For: Those wanting bold liner looks without toxins; precision seekers
Real-World Testing: Tested liquid eyeliner daily for 8 weeks, gym/office/special events, humid climate testing
Rating: 4.6/5
Check out: Lawless Beauty
24. Rituel de Fille – Best Artisanal Approach
Products I Tested: Concealer, Cream Blush, Lip Tint, Eyeshadow Cream, Luminizer
My Experience: Rituel de Fille is a clean makeup brand inspired by the magical side of natural ingredients. Its products are formulated without parabens, phthalates, or synthetic dyes, offering rich, vibrant colors with a unique aesthetic. The brand feels artisanal and intentional in every product.
Standout Product: Cream Blush (Organic Rose Hip + Jasmine)
- Wear time: 10-12 hours
- Finish: Natural flush, highly buildable
- Ingredient Highlights: Organic rose hip oil, jasmine infusion, plant-based pigments
- Best For: Those seeking artisanal, botanical-inspired makeup; natural flush seekers
Real-World Testing: Tested cream blush and tints daily for 5 weeks, in various lighting conditions
Rating: 4.6/5
Learn more about: Rituel de Fille
25. Clove + Hallow – Best Affordable Clean Beauty
Products I Tested: Foundation, Concealer, Blush Stick, Mascara, Lipstick, Eyeshadow Stick
My Experience: Clove + Hallow combines clean beauty with affordability, offering non-toxic makeup accessible to everyone. Their products are vegan, cruelty-free and made with safe, sustainable ingredients. This brand proves you don’t need to spend $50+ per item to get genuinely clean, high-performing makeup.
Standout Product: Balm Stain (Multi-Use Blush, Lip, Cheek, Eye)
- Wear time: 8-10 hours (cheeks), 6-8 hours (lips)
- Versatility: Can be used on cheeks, lips and eyelids
- Ingredient Highlights: Plant-based stains, organic botanicals, no synthetic dyes
- Best For: Budget-conscious shoppers; minimalist beauty lovers; travel
Real-World Testing: Tested balm stain daily for 8 weeks, multiple colors, all three applications
Rating: 4.5/5
Learn more about: Clove + Hallow
Final Thoughts & Honest Takeaway
After personally testing 25 non-toxic makeup brands over 8 weeks, one thing is clear: clean beauty does not mean lower performance. In fact, many of these brands outperformed conventional makeup in wear time, pigmentation and skin comfort. From mascaras lasting 11–14 hours to concealers that didn’t crease, my experience completely changed my perception of clean beauty.
What impressed me most was the improvement in my skin—less irritation, better hydration and a healthier glow within weeks. While these products may cost slightly more upfront, they last longer and deliver better results, making them true value for money. Non-toxic makeup isn’t a compromise; it’s a smarter, healthier upgrade for your skin.
Enjoyed this article? Next, check out our Top 15 Nontoxic Shampoo Products.
