SHIV SHARMA
8min read
Beauty, Beauty & Cosmetics, Brands, Top Posts
Makeup brands are everywhere—but which ones truly lead the market in the USA?
Are you loyal to brands like Fenty Beauty or MAC? Or do you love affordable options from e.l.f. or NYX? With so many makeup and skincare brands launching new products every season, it’s tough to keep up.
But the demand is real. According to reports, the USA cosmetic market is expected to reach $91 billion by 2025. And within this, cosmetic skincare and makeup brands are seeing major growth. From vegan formulas to tech-driven skincare hybrids, brands are innovating faster than ever.
In this blog, we’ll list the top 20 makeup brands in the USA, explain their hero products, and share key facts. Whether you’re a daily makeup user or just starting out, you’ll find practical product tips here.
Also, if you’re building your own skincare brand, you’ll find help through Maker’s Row. It offers tools to connect with USA-based manufacturers that specialize in beauty products.
Top 20 Makeup Brands & Their Products in USA – Facts & FAQs
1. Maybelline New York
- Headquarters: New York City, New York
- Established: 1915
- Top Product: Fit Me Matte + Poreless Foundation
- Specialty: Affordable, versatile complexion products
- Why It’s Popular: Drugstore pricing with high-end performance; available in over 120 countries.
2. Fenty Beauty
- Headquarters: San Francisco, California
- Established: 2017 (by Rihanna in partnership with LVMH)
- Top Product: Pro Filt’r Soft Matte Longwear Foundation
- Specialty: Inclusive shades for all skin tones
- Why It’s Popular: Groundbreaking diversity in foundation shades; celebrity brand with substance.
3. MAC Cosmetics
- Headquarters: New York City, New York (Owned by Estée Lauder Companies)
- Established: 1984 in Toronto, Canada (entered USA in 1990s)
- Top Product: Studio Fix Fluid SPF 15 Foundation
- Specialty: Professional-grade makeup for artists
- Why It’s Popular: Bold colors, long-lasting pigments, trusted by makeup professionals.
4. e.l.f. Cosmetics
- Headquarters: Oakland, California
- Established: 2004
- Top Product: Halo Glow Liquid Filter
- Specialty: Affordable, vegan, cruelty-free products
- Why It’s Popular: TikTok-friendly, budget-friendly, and surprisingly high-quality.
5. L’Oréal Paris USA
- Headquarters: New York City, New York
- Established: 1909 (France), USA operations strong since 1953
- Top Product: Voluminous Lash Paradise Mascara
- Specialty: Skin-first formulas with scientific backing
- Why It’s Popular: Combines dermatology with beauty; strong global distribution.
6. NYX Professional Makeup
- Headquarters: Los Angeles, California
- Established: 1999
- Top Product: Soft Matte Lip Cream
- Specialty: Trendy, bold makeup at drugstore pricing
- Why It’s Popular: Known for vibrant colors and social media campaigns.
7. Rare Beauty
- Headquarters: El Segundo, California
- Established: 2020 (by Selena Gomez)
- Top Product: Soft Pinch Liquid Blush
- Specialty: Minimalist beauty with a focus on self-acceptance
- Why It’s Popular: High engagement online, inclusive shade range, viral packaging.
8. Tarte Cosmetics
- Headquarters: New York City, New York
- Established: 1999
- Top Product: Shape Tape Concealer
- Specialty: Vegan, high-performance naturals
- Why It’s Popular: Cult-favorite formulas and eco-conscious branding.
9. NARS Cosmetics
- Headquarters: New York City, New York (Owned by Shiseido)
- Established: 1994
- Top Product: Orgasm Blush
- Specialty: Bold and luxurious color palettes
- Why It’s Popular: Trend-defining colors; cult status among artists and influencers.
10. Estée Lauder
- Headquarters: New York City, New York
- Established: 1946
- Top Product: Double Wear Stay-in-Place Foundation
- Specialty: Luxury beauty with dermatological focus
- Why It’s Popular: Trusted for consistency, longevity, and high-quality ingredients.
11. Glossier
- Headquarters: New York City, New York
- Established: 2014
- Top Product: Boy Brow
- Specialty: “No-makeup makeup” with skincare infusion
- Why It’s Popular: Direct-to-consumer model with millennial and Gen Z appeal.
12. IT Cosmetics
- Headquarters: Jersey City, New Jersey (Owned by L’Oréal)
- Established: 2008
- Top Product: Your Skin But Better CC+ Cream with SPF 50
- Specialty: Skincare + Makeup hybrid
- Why It’s Popular: Co-developed with plastic surgeons, ideal for sensitive skin.
13. Too Faced
- Headquarters: Irvine, California
- Established: 1998
- Top Product: Better Than Sex Mascara
- Specialty: Glam makeup with playful packaging
- Why It’s Popular: Fun names, aesthetic branding, and high-performance formulas.
14. Huda Beauty
- Headquarters: Los Angeles, California (Founded in Dubai)
- Established: 2013
- Top Product: Faux Filter Foundation
- Specialty: Ultra-pigmented glam makeup
- Why It’s Popular: Global following, especially on Instagram and YouTube.
15. Urban Decay
- Headquarters: Newport Beach, California
- Established: 1996 (Owned by L’Oréal)
- Top Product: Naked Eyeshadow Palette
- Specialty: Edgy color cosmetics
- Why It’s Popular: Known for eye makeup and counter-culture branding.
16. Clinique
- Headquarters: New York City, New York
- Established: 1968 (by Estée Lauder Companies)
- Top Product: Even Better Makeup SPF 15
- Specialty: Allergy-tested, fragrance-free skincare makeup
- Why It’s Popular: Dermatologist-developed and perfect for sensitive skin.
17. Anastasia Beverly Hills
- Headquarters: Los Angeles, California
- Established: 1997
- Top Product: Brow Wiz
- Specialty: Brow products and contour kits
- Why It’s Popular: Revolutionized brow shaping for home users.
18. Charlotte Tilbury
- Headquarters: New York City, New York (Founded in UK)
- Established: 2013
- Top Product: Airbrush Flawless Finish Setting Powder
- Specialty: Hollywood glam and glowing skin
- Why It’s Popular: High-end makeup with flawless finish.
19. Pat McGrath Labs
- Headquarters: New York City, New York
- Established: 2015
- Top Product: Mothership Eyeshadow Palettes
- Specialty: High-fashion pigments and runway finishes
- Why It’s Popular: Founded by the “Mother of Makeup,” Pat McGrath herself.
20. Milani Cosmetics
- Headquarters: Los Angeles, California
- Established: 2002
- Top Product: Baked Blush
- Specialty: Luxury-inspired makeup at affordable prices
- Why It’s Popular: Delivers high pigmentation at a fraction of the cost.
How Maker’s Row Can Help You Start a Makeup Brand
If you’re planning to enter the beauty industry, sourcing is key. That’s where Maker’s Row becomes essential. It’s a trusted platform that connects beauty startups with verified USA manufacturers. Whether you’re developing skincare brands or looking to create cosmetic skincare and makeup brands, Maker’s Row offers guidance, support, and a network of experts.
From prototyping to packaging, you can build your brand with confidence. Many successful makeup brands have used this platform to go from concept to shelf.