10 Best Clean Makeup Brands You’ll Fall in Love With in 2025

Remember the days when choosing a makeup product was just about the shade and the finish? For a growing number of us, that’s no longer the case. We’re now peering at ingredient lists, wondering what those long, chemical names actually mean for our skin and our health. If you’ve found yourself down that rabbit hole, you’re not alone. The shift towards clean beauty isn’t just a trend; it’s a movement towards mindful consumption.

But let’s be honest—the term “clean” can feel a bit murky. Is it natural? Is it organic? Is it just marketing fluff? In this guide, we’ll cut through the noise. We’re exploring the best clean makeup brands that deliver on their promises, without sacrificing an ounce of performance. For those in a hurry, a few standout names to know are Ilia Beauty for skin-like foundation, Tower 28 for sensitive skin, and Kosas for that perfect “your skin but better” glow.

Ready to demystify your makeup bag? Let’s dive in.

1. What Does “Clean Makeup” Actually Mean?

At its heart, clean makeup is about a simple promise: safer, non-toxic ingredients. It means the brand has made a conscious effort to formulate products without ingredients shown to have potential links to irritation, hormone disruption, or other health concerns. It’s a proactive approach to what you’re putting on your body’s largest organ—your skin.

It’s crucial to note that “clean” isn’t a regulated term. This is where your own knowledge becomes power. Look for brands that are transparent about their “no-no” lists. Trustworthy players often align with certifications like EWG Verified™, which signifies a product meets the strictest health standards, or Leaping Bunny, which guarantees it’s cruelty-free. Key ingredients you’ll rarely find in a truly clean product include:

• Parabens: Common preservatives linked to endocrine disruption.
• Phthalates: Often found in fragrances, these are plasticisers with potential health risks.
• Sulfates (SLS/SLES): Harsh cleansing agents that can strip the skin.
• Formaldehyde-releasing preservatives: Used to prevent bacterial growth.
• Talc: Sometimes contaminated with asbestos; many clean brands use alternatives like corn starch or rice powder.

Think of it this way: clean beauty is about being selective, not perfectionistic. It’s about making better choices, one product at a time.

2. Why Your Skin Will Thank You for Switching

The benefits of switching to clean makeup extend far beyond a clear conscience.

First and foremost, it’s a game-changer for those with sensitive, reactive, or acne-prone skin. By eliminating common irritants and pore-clogging fillers, you’re giving your skin a chance to breathe and rebalance. Many of my clients with rosacea and eczema have found that switching to clean complexion products significantly reduces their flare-ups.

Then there’s the long-term play. While more research is always needed, reducing your overall exposure to potentially controversial chemicals is a prudent choice for your long-term health. It’s a classic case of the precautionary principle.

Finally, the clean beauty ethos almost always goes hand-in-hand with an eco-friendly and cruelty-free approach. These brands tend to be more mindful of their packaging, use sustainably sourced ingredients, and firmly believe that no animal should suffer for our lipstick. It’s a feel-good approach, inside and out.

3. The 10 Best Clean Makeup Brands You Can Trust

This isn’t just a list; it’s a curated guide. Having tested countless formulas over the years, these are the brands that consistently deliver on performance, purity, and purpose.

1. Ilia Beauty: The pioneer of the “super serum” skin tint. Ilia made clean makeup chic and high-performance. Their Limitless Lash Mascara is a cult-favorite for a reason—it delivers volume and length without any flaking or irritation. They are EWG Verified and Leaping Bunny certified.
   • Pros: Incredible shade range, skin-care infused formulas.
   • Cons: The packaging can feel a bit delicate; some find the scents strong.
2. Kosas: If you want a lit-from-within glow, Kosas is your brand. Founded by a former artist, their products are all about revealing your best skin. The Revealer Concealer is legendary for its creamy, hydrating, and non-creasing formula.
   • Pros: Innovative formulas, great for dry skin.
   • Cons: Shorter shelf life due to fresh, active ingredients.
3. RMS Beauty: A true icon, RMS practically invented the dewy, glass-skin look. Their “un” cover-up cream foundation is a multi-tasking marvel. They use raw, food-grade ingredients in their formulations.
   • Pros: Incredibly pigmented, a little goes a long way.
   • Cons: The oil-based formulas can be too rich for very oily skin types.
4. Beautycounter: The advocacy leader in the clean space. Beautycounter is as known for its high-performing products as it is for its fierce lobbying for stricter beauty industry laws. Their Skin Twin Featherweight Foundation is a dream for a natural, buildable finish.
   • Pros: Unmatched ingredient transparency and advocacy.
   • Cons: The direct-to-consumer model isn’t for everyone.
5. Saie: A relative newcomer that has taken the world by storm with its curated, easy-to-use products. The Slip Tint is a lightweight, dewy tinted moisturiser that feels like a second skin.
   • Pros: Beautiful, user-friendly formulas; chic, sustainable packaging.
   • Cons: Limited shade ranges in some products.
6. Tower 28: A brand built specifically for sensitive skin. All of their products are compliant with the National Eczema Association’s ingredient guidelines. Their SOS Daily Rescue Facial Spray is a game-changer for calming redness and breakouts.
   • Pros: Truly non-irritating, fun, vibrant colour cosmetics.
   • Cons: The glossy lip formulas can be a bit sticky.
7. Honest Beauty, founded by Jessica Alba, makes clean beauty accessible and affordable. Their Everything Primer is a multi-tasking hero that blurs, mattifies, and hydrates.
   • Pros: Drugstore price point, readily available.
   • Cons: Formulas can be hit-or-miss for some.

1. W3LL PEOPLE: A fusion of clean ingredients and dermatologist-level expertise. This brand is a favourite for minimalist, high-impact makeup. Their Expressionist Mascara gives incredible definition without any clumps.
   • Pros: Hypoallergenic, great for those with allergies.
   • Cons: Smaller product line than some competitors.

1. Lawless Beauty: Don’t let the “clean” label fool you—Lawless delivers serious, high-pigment colour. If you love a bold lip or a dramatic eye, this is your brand. Their Velvet Lipstick is richly pigmented and surprisingly comfortable.
   • Pros: High-fashion colour, vegan formulas.
   • Cons: The bold shades aren’t for the faint of heart.

1. Juice Beauty: Where organic farming meets stem-cell science. Juice Beauty uses a base of organic botanical juices instead of filtered water. Their Phyto-Pigments Flawless Serum Foundation is a skincare-makeup hybrid that improves skin over time.
   • Pros: Certified organic, clinically validated results.
   • Cons: The texture can feel different from traditional foundations.

4. Finding Your Perfect Clean Makeup Match

With so many great options, how do you choose? It all comes down to your individual needs.

• For Oily Skin: Look for brands like Saie and Ilia that offer soft-matte and natural finishes. Avoid overly dewy or oil-based formulas like those from RMS if you’re very oily.
• For Dry Skin: You’ll thrive with the hydrating formulas from Kosas, RMS Beauty, and Ilia.
• For Sensitive Skin: Tower 28 should be your first stop, followed by W3LL PEOPLE.
• On a Budget: Honest Beauty at the drugstore is your best friend.
• Allergy Concerns: Always check ingredient lists meticulously. Brands that are 100% fragrance-free, like Tower 28, are your safest bet.

5. Where to Shop for Clean Makeup with Confidence

Thankfully, finding clean makeup is easier than ever.

• Sephora: Their “Clean at Sephora” seal makes in-store shopping a breeze. You can quickly identify products free from a long list of questionable ingredients.
• Credo Beauty: The gold standard. Credo has the strictest ingredient policy in the industry. If it’s on their shelf, you can trust it’s clean.
• Brand Websites & Amazon: Buying direct often gets you the best deals and full product lines. On Amazon, always ensure you’re buying from the official brand store to avoid counterfeits.

6. Your Clean Makeup Questions, Answered

Is clean makeup better for your skin?
For many people, yes. By removing common irritants and pore-clogging ingredients, it can reduce inflammation, breakouts, and sensitivity.

Is clean makeup always organic?
Not at all. “Clean” focuses on what’s not in the formula (toxins), while “organic” refers to how the ingredients are farmed. A product can be clean but not organic, and vice versa.

Is it good for acne-prone skin?
Absolutely. Many clean brands avoid comedogenic (pore-clogging) ingredients and use skin-loving alternatives that can actually help calm acne.

Embrace the Change, One Product at a Time

Transitioning to a clean makeup bag doesn’t have to be an all-or-nothing overhaul. That can be expensive and overwhelming. The best strategy is to start slow. Next time your favourite mascara runs out, replace it with a clean version from this list. When your foundation is empty, try a sample of Ilia or Kosas.

It’s a journey of discovery, not a race. Your skin—and your body—will thank you for every mindful choice you make. Why not start today? Browse the recommended products and find one that calls to you. Your new favourite, and healthiest, makeup awaits.