The world of makeup is evolving at a rapid clip. New, fresh and innovative cosmetic brands are exploding onto the scene every day. Equally exciting, many of these brands are built on strong social and environmental philosophies and their products are not only making women look fabulous, but are helping to make the world a bit more beautiful too. Today’s hottest brands were created by a mix of professional makeup artists, celebrities and regular people who just love makeup. All the brands that made our list are cruelty free and many sell vegan and gluten free products. And most lovely of all, the brands listed all feature products that will make wearers look gorgeous and glam. Here is our ultimate guide to help you navigate the world of cosmetics in 2019.
Top Cosmetic Brands that are trending right now
1. The Crayon Case
Encouraging customers to treat their face as if it’s a blank canvas, this bold makeup line was created by entrepreneur and internet sensation Raynell Supa Steward. Their flagship product, the box of crayons palette, contains 18 bright shades that regular people and make up artists alike will adore. This popular product is often sold out, so check the website frequently.
2. Too faced
A top selling international brand, Too faced was launched in the 1990’s by founders who wanted to create makeup that was both glamorous and feminine. Some Too Faced products are vegan but all are cruelty free. Makeup mogul Kylie Jenner reportedly uses Too Faced Born This Way Foundation.
3. Ilia Beauty
Focused on “clean beauty,” Ilia’s philosophy is that not every natural product is good for the body and similarly not every synthetic product is bad. We love the beautiful packing and the very reasonable prices. Some products are vegan and the whole line is 100% cruelty free.
4. e.l.f. Cosmetics
One of the fastest growing beauty companies in America, e.lf. creates high quality products that are affordable for all. Students can even apply for a 15% discount on purchases! E.l.f. products can be found at their free standing stores in New York, New Jersey and California and products are also sold at Target and Walmart.
5. Dose of Colors
Founded in 2013, Dose of Colors may be best known for their collaboration with Disney to celebrate Mickey Mouse’s 90th birthday. The Mickey collection features beautiful, classic shades for lips and eyes. Many Dose of Colors lovers also claim to be addicted to the line’s Matte Liquid Lipstick.
6. Fenty Beauty
Created by superstar Rhianna, Fenty is best known for its wide range of products suitable for all skin tones and especially for extensive products available for consumers with dark skin. Fans can also shop easily for Rhianna’s personal favorite products on the Fenty website.
7. Beauty Counter
Started by a mom on a mission to create products free of harmful chemicals, Beauty Counter has a “never list” of 1500 questionable products that they pledge not to use. The company offers skincare, makeup and bath products and users can search the website by concern, meaning whether it’s acne, dryness or combination skin which is a problem, the site will filter results to show products which are suitable.
8. Tarte Cosmetics
With a nifty loyalty program, tartlettes, as Tarte customers are known, can earn reward points when purchasing online and by posting on social media about the line. The Tarte website also features a foundation finder questionnaire of sorts allowing shoppers to choose the right foundation based on skin type and desired look. Products are not tested on animals and are gluten free. Some Tarte products are also vegan.
9. Kylie Cosmetics
When entertainment mogul Kylie Jenner launched her makeup line a few years ago, fans famously “broke the internet” as they furiously rushed to purchase Kylie’s Lip Kit. The line, which is one of the fastest growing cosmetic brands in the world, now includes a full range of makeup items which help wearers mimic Kylie’s ultra cool, glamorous and always on point aesthetic. Kylie cosmetics are not tested on animals.
Vegan Cosmetic Brands
10. Plum & York
So unique, Plum & York sells nothing but lipstick and their products are only available online. Plum & York is cruelty free, gluten free, and vegan and every purchase helps a woman in need through one of three charities that this company supports.
11. Milk Makeup
Cruelty free and 100% vegan, Milk Makeup boasts products that create “fresh-face street vibes to full-face studio looks.” Recently voted one of Teen Vogue’s coolest beauty brands, Milk Makeup and skin care products are available online and at Sephora.
12. Thrive Causemetics
@thrivecausemetics / Instagram
No that’s not a typo. With every product sold, a donation is made to a cause that helps women thrive. This luxury brand recently donated over $25 million worth of products to charity partners across the U.S. All products are vegan, cruelty free, paraben free and sulfate free. The brand is loved by makeup artists, including Ashley Donovan, a celebrity makeup artist who has worked with Kelly Clarkson and other celebs.
13. Lime Crime
If for no other reason, you should check out Lime Crime for their cool tagline, ”makeup for unicorns.” The vegan, cruelty free Lime Crime products include not only makeup but award winning hair color. The company’s mission; to create products and experiences that transport you to a magical world where you can express yourself unapologetically, experiment with every color of the rainbow and escape from looking like everyone else. That sounds fun to us!
14. Kat Von D Beauty
@katvondbeauty / Instagram
Super cool American tattoo artist, model and musician Kat Von D. launched her makeup line in 2014 and her bold products have been evolving ever since. Kat is an animal lover and the line became 100% vegan in 2018. Von D. is intimately involved in every aspect of development and production including personally testing formulas and creatively naming shades. A true makeup lover, Kat says she never lets anyone see her without her makeup.
International Cosmetic Brands
15. Oriflame Cosmetics
This Swedish direct sales brand is available through more than 3 million independent consultants worldwide. While the company is not new (it was founded in 1967) it’s commitment to social and environmental well being make Oriflame products very relevant today. Acne sufferers will love the Oriflame SOS spot gel which testers say reduces blemishes within 24 hours of application. For U.S. baed customers Oriflame products are easily purchased through Amazon.
16. Charlotte Tilbury
Founded by British makeup artist Tilbury in 2013, this U.K. based brand’s bold motto is “give a woman the right makeup and she can conquer the world.” Tilbury knows cosmetics and her celebrity clients have included Kim Kardashian, Kate Moss and Amal Clooney.
17. Makeup Forever
This French brand was created by professional makeup artist Dany Sanz for professional use but the products are loved by everyday makeup wearers as well. Fans adore the line’s Mat Velvet + Foundation which hides imperfections and helps create flawless looking skin.
Luxury Cosmetic Brands
@sumbodyskincare / Instagram
Sumbody. Skin care, bath products, haircare and makeup. Sumbody has it all. This brand’s ultimate goal...ensure their customers have great, healthy skin. Sumbody products are produced in small batches and contain no chemicals and no fillers. Not all of their products are vegan, but the brand is 100% cruelty free.
@realhermakeup / Instagram
Created by a former makeup executive who was inspired when he became a dad for the first time, the REALHER company mission is to “inspire and bring out the best in the modern woman.” All products are cruelty and paraben free and each product comes complete with an inspiring affirmation such as the Eye am Beautiful mascara.
20. Sugarpill Cosmetics
@sugarpill / Instagram
Made for “beauty rebels that want to stand out from the crowd” this bold line of cosmetics is cruelty free and many but not all of their products are vegan. Available online and at Ulta Beauty stores, Sugarpill sells a lot of edgy and unique products. We like their gold, orange and green lipsticks.
There are so many fun, bold, interesting, cruelty free, natural and simply gorgeous cosmetics available today. We encourage you break out of your cosmetics comfort zone and try some new products and some new looks!