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3 Best Clean Makeup Brands

As we become more mindful of what we put in our bodies, more of us are turning to clean makeup brands and cosmetic products. While the performance of these cosmetics used to be inferior to that of our favorite beauty counters, several 100% plant-based makeup firms are now producing products that are deeply colored, apply flawlessly, and last as long as their synthetic counterparts. 


Some of these you may already be utilizing without even realizing it. Organic cosmetics have had a significant influence on the beauty industry. We’ve seen many new businesses emerging with labels like “natural,” “clean beauty,” and “sustainable” – a testament to how far the clean movement has progressed, given that these same goods were consigned to the dusty bottom shelf. 


It’s partially due to the fact that we’re getting more discriminating and well-informed about what constitutes beautiful. But it’s also because of a few trailblazing businesses that have shown the rest of the industry how to do it well. Here are the topics you can look forward to in our guide:

Our guide will help you pick the best natural face exfoliator and clear any doubts you may have. Here is what our guide includes:

Top 3 Clean Makeup Brands

More companies are taking the initiative to provide us with the information needed to figure out what’s in their products. We now know what to look for in clean makeup brands as well as what to avoid. Some brands do it better than others, much like in the non-natural beauty market. The best clean makeup brands that don’t sacrifice quality for natural ingredients include ILIA, 100% Pure, and RMS Beauty. 

Reviews of the Best Clean Makeup Brands

We looked high and low for the top organic cosmetics brands that are really cruelty-free and completely clean. Our top three picks are listed below.

clean makeup brands


  • ILIA believes in natural-looking skin and developing products that are suitable for every skin type. ILIA Beauty has pushed the frontiers of clean beauty since 2011, providing high-performing cosmetics that they claim are healthy for the skin. Sasha Plavsic, the line's founder, focuses on easy-to-apply, multi-use products packaged in simple, elegant packaging that approaches the design style of more traditional, high-end brands.

The indisputable performance of ILIA Beauty is unmistakable. There are practically no compromises when it comes to their mascara, which provides length, volume, definition, and foundation, which is unrivaled in terms of wearability, erasing blemishes, and amplifying the glow. ILIA is for the consumer who refuses to accept any excuses in terms of the application and quality of their products.


  • Uses TerraCycle's Zero Waste Box system for recycling difficult-to-recycle materials.
  • Gluten-free certified cruelty-free products (except the True Skin Radiant Priming Serum).
  • In their marketing, they emphasize a range of ages and diversity.
  • Shade ranges are always growing.
  • You can find it at a local Sephora.


  • It's not entirely vegan.
  • Some synthetic substances are used.

Despite its higher-than-average pricing, Ilia is a high-quality cosmetics brand that is absolutely worth trying. It provides cosmetics with the highest quality components, resulting in a clean and natural appearance. Most of their products are simple to apply with your fingertips, making them ideal for on-the-go use.

clean makeup brands

RMS Beauty

  • RMS Beauty creates color cosmetics that are both clean and natural. Their cosmetic products, founded by well-known makeup artist Rose-Marie Swift (RMS), provide moisture and lighting to the skin, helping to bring out your natural radiance. Swift launched RMS Beauty in 2008 as a non-toxic alternative to the market's typically harmful, quick-fix cosmetic goods.

RMS also stands for "Real Makeup Secrets" and "Right Mental State," which aligns with the brand's goal statement which is "to produce healthy sumptuous beauty with only the highest-quality clean ingredients, precisely sourced and tested for perfect purity." RMS Beauty employs "Real Makeup Secrets" to produce their products, such as utilizing high-quality organic oils and avoiding high temps in the production process to protect the vitamins and antioxidants in the oils.


  • Nutrient-dense oils, raw, organic ingredients, and organic preservatives.
  • Non-GMO and free of animal testing.
  • Excellent for those with sensitive skin.
  • Get 15% off if you sign up for their newsletter.
  • You may earn points to get free items and discounts through the rewards program.
  • Installment payments are possible with Afterpay.


  • High-end pricing.
  • They could expand the color palette.
  • Plastic is still used in some packaging.
  • Return charges are not covered.

RMS believes in originality and simplicity, which reflect in its basic and clean look and packaging. However, its products are purposefully simple, easy to use, and high-performing. The Lip2Cheek, lip stain and cream blush in one, and the "Un" Cover-up concealer, which you can use as both a foundation and concealer for a sheer natural appearance and full coverage, are examples of two of their multi-tasking products.

clean makeup brands

100% Pure

  • 100% Pure is a clean beauty business with a goal to provide the purest, healthiest products possible while also educating customers on the importance of utilizing products that contain natural, non-toxic components. The brand defines "Natural" as an ingredient or formula made up of the plant, mineral, and marine vegetation that has undergone chemical transformations through biological processes, including fermentation, distillation, and cold processing.

100% Pure formulates its skincare products using a mix of substances rather than focusing on a single main ingredient. The brand follows high purity guidelines and avoids using harsh or hazardous substances. The brand provides one bowl of vegan dog chow to shelter dogs or a tree to one of their partnering charities, Trees for the Future, for every order placed. Customers can designate where their donation will be used throughout the checkout process.


  • Natural pigments from vegetables, fruit, cocoa, and tea.
  • All of their goods are vegan and cruelty-free.
  • There are no harsh or hazardous substances in the products.
  • Makeup corrects, heals, and nourishes the skin.
  • Each transaction results in the donation of one tree or vegan dog food.
  • Collaboration with community-based groups.


  • Not all products are vegan

One of the first clean beauty brands in the United States was 100% Pure. During its 16 years in business, the company has created a line of cosmetics, skincare, personal care, and wellness products that have helped to change the way we think about and feel about beauty. Overall, we enjoy that 100% Pure contains organically certified natural components. Consumers who desire to enhance their health by using non-toxic personal care products might choose this brand.

Why Are Clean Makeup Brands So Popular?

The concept of working out and eating healthy and then slathering yourself with chemicals, parabens, and silicones isn’t appealing. Conventional beauty products include all sorts of harmful substances. It’s a convoluted assertion that’s difficult to verify completely, but it’s a message that’s wreaked havoc on the cosmetics industry. 


People are reacting to valid worries about chemicals such as BPA and phthalates. Consumers have become fearful of chemicals and have begun seeking “natural” or “safe” items. The beauty industry did not take it seriously since it was a very particular niche. 


However, slick new businesses promoting themselves as “cleaner” alternatives to the mainstream are emerging right now. Meanwhile, client demand has resulted in more mainstream firms and stores paying lip service to the notion of clean beauty.

What Sets Clean Makeup Brands Apart from Others

The Food and Drug Administration (FDA) in the United States has hazy definitions of what defines a natural product. Because “natural” is not a regulated term in the cosmetics industry, it can be used only as a marketing phrase. This implies that just because a product is labeled “natural” in brand marketing doesn’t guarantee it’s healthier or safer for you. 


“Natural-based” could be a better word, as long as most of the elements are drawn from nature. The FDA does not have a definition for “organic,” as neither the Federal Food, Drug, and Cosmetic Act nor the Fair Packaging and Labeling Act, which it utilizes as guidelines. ‘Organic’ typically refers to USDA-approved food products as opposed to skincare. 


There’s a limited amount of organic green goods that any brand can produce. “Clean beauty” is a better word for consumers because the products are non-toxic yet effective. “Non-toxic” denotes “free of the Environmental Working Group’s list of unfavorable substances.” This is preferable to using the terms ‘natural’ or ‘organic,’ as these are items that work without jeopardizing safety. That is what distinguishes them apart from others. 

How We Picked Our Top Selection

When we look at “clean” products, we not only take into consideration the ingredients the brand uses in products but also whether they test on animals, use a “green” approach to the environment, and how they regulate their products. Our selections include a wide range of cosmetics product categories. 


This list includes a mix of some of the most well-known and buzzed-about clean companies, which we selected based on various goods, aesthetics, price points, and availability. We looked at what each company had to offer in the sector, how it brought the clean beauty goal to life in a new and exciting way, the product quality, and how well it performed and delivered on its promises.

Factors to Consider When Buying Clean Makeup Brands

It’s never been more crucial for us as customers to prioritize what we want in our cosmetics. It’s also never been simpler to avoid contentious substances because there’s a clean choice for switching out every product in your beauty routine these days. Thankfully, more companies are taking the initiative to provide us with the information we need to figure out what’s in their products. 


We now know what to avoid (controversial compounds such as parabens, phthalates, and PEGs) and what to search for (sustainable packaging and cruelty-free certifications). Nobody likes to find out that their favorite personal care items include dangerous substances. 


There are two simple things you can do to decrease harmful exposure to your skin.


Choose items with fewer synthetic ingredients and shorter ingredient lists. By avoiding items containing the word “scent” on the label and using fewer products overall, you can avoid synthetic fragrance.


You must conduct your own study to determine which products are the safest. There are no regulatory criteria for personal care products marketed as “clean,” “natural,” or “organic,” so read labels carefully and look beyond the marketing promises.

Cleaner is Better

These brands are a wonderful place to start if you’re interested in clean beauty and want to try some more natural choices. They all meet our strict criteria for what constitutes clean beauty, so you can be certain that you’re paying for actual clean products rather than marketing fluff. While the prices may be pricier than you’re used to, you’ll notice a difference in how these products look, feel, and smell, especially if you’ve never used clean beauty products before.


After going through our extensive guide on the best clean makeup brands, how we selected our favorites, and how you should select the ones you use. We’d love to hear your opinions on what brands and products you use, personal reviews, and recommendations. And your opinion on the regulation (or lack thereof) within the “clean” makeup industry. 

FAQ About Clean Makeup Brands 

Here are some of the questions our readers ask most and their answers.

What distinguishes a product as "clean beauty"?

Clean beauty, in a nutshell, refers to products that are "free of hazardous substances." This typically indicates that clean beauty firms choose natural components over synthetic ones that have been declared safe for customers' health and the environment.

Is the industry of clean beauty regulated?

No, cosmetics are not approved by the Food and Drug Administration before being put on the market; hence the industry is self-regulated.

Why should you wear clean makeup brands?

Parabens, phthalates, formaldehyde, lead, and other cancer-causing chemicals are allowed to be used in conventional makeup. Clean brands and products do not include these chemical components.

Why is it important to use clean makeup brands?

Choosing healthy cosmetics is one of the most important health decisions you can make since as much as 60% of the products (or chemicals) you put onto your skin go into your system. Clean-beauty brand products are made with natural, nutritious components, have wonderful fragrances, textures, and sensations, and function effectively.

Is it safe to use clean makeup brands?

Clean beauty products are free of substances that have been demonstrated or are suspected of being harmful to human health or the environment. However, natural substances may cause adverse responses in certain people.

Is it true that natural beauty is beneficial for the environment?

Simply said, clean beauty does not relate to environmentally beneficial or sustainable activities. Clean beauty concentrates on the product's formula, guaranteeing that it is free of dangerous substances and suitable for even the most delicate skin types.

Is it true that clean beauty is anti-science?

Cosmetics is and will always be a scientific profession, with scientific techniques used to determine the components used in product formulations. However, "Clean Beauty" is a notion developed by communicators or the marketing department of cosmetic companies rather than scientists.

Who came up with the concept of clean makeup brands?

CoverGirl's "Clean Make-up" ad in the 1970s popularized the word, which referred to the no-makeup natural face image. With the development of skincare brands like Ren – the Swedish term for clean – in the 2000s, the word took on a new meaning.

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The Green You


Cindy Lowry

Cindy Lowry


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