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I tested and researched dozens of clean makeup brands — these are my top picks that are nontoxic and organic for a natural look.
As someone who’s been working from home for almost eight years, getting ready in the morning has become a thing of the past. I’m most productive in the AM, so most days I wake up, let my dog out, brush my teeth, make tea, and dive straight into work. This means I’m usually frantically throwing on a semi-professional top, splashing water on my face, and swiping on mascara in the last two minutes before morning Zoom calls.
When I had to go into the office — years ago now — I would actually get ready. I’d honor myself and prepare for the day with a full skincare routine, light makeup, blown-out hair, and a real outfit. But working from home made me abandon this ritual altogether. After all, who wants a full face of makeup at home?
Over the last 15 days, though, I’ve been testing the makeup brands below — and it’s had me getting ready in the morning again. Each day, I woke up, washed my face, blew out my bangs, put on a cute outfit, and applied makeup for my experiment.
And what I’ve found is twofold: First, most of these products are light, natural, and totally acceptable for everyday use — not the heavy, full-glam formulas I was avoiding. And second, what a confidence boost it is to get ready in the morning and show up to my calls — or even just run errands and hit the coffee shop — feeling like a slightly enhanced version of myself.
This product guide hasn’t just led me to my new favorite products. It reminded me that the everyday ritual of getting ready is worth it. And I’ll be continuing long after this project is over.
What are the benefits of switching to clean makeup?
Unfortunately for decades, makeup has been plagued with toxic chemicals that can have serious implications on our health. Ingredients like PFAS, formaldehyde, parabens, and SLS are prevalent across many of our beloved makeup products and can absorb through our skin causing adverse reactions like allergies, eye injuries, or worse.
Fortunately, many clean makeup brands are leading the way of crafting effective and safe makeup products that won’t harm your health. (And actually perform well, if not better than your conventional makeup go-to’s!) Clean makeup brands avoid the use of harmful chemicals and instead formulate their cosmetics with clean and organic ingredients like fruit and vegetable pigments, aloe vera, and cornstarch which are gentler and safer for our skin. Clean makeup brands also prioritize animal welfare and environmental initiatives as many are vegan, cruelty-free, and use sustainable packaging that minimizes harm to animals, the planet, and us!
What should you look for in a clean makeup brand?
So what ingredients should you be looking for and avoiding when it comes to makeup brands? It’s best to prioritize makeup products with transparent, safe ingredients and certifications from reputable sources. It can be overwhelming trying to figure out which ingredients are safe and which are not, which is why we recommend checking out Perelel’s Unclean15 list which reveals the most harmful substances found in cosmetics. You can also cross reference makeup products you own or are interested in through INCIDecoder, which allows you to snap a photo or copy and paste the ingredients of a product to help you understand the purpose and safety of each ingredient. We also love using CosDNA for analyzing a products ingredients to find out its comedogenic, irritant, and safety level, and CosIng, an online tool made by the European commission, which distinguishes ingredients from substances (typically toxins) in cosmetics. Lastly, The Beauty Brains podcast is a great resource where scientists educate us on the latest hot topics in the cosmetic industry.
Some of the key ingredients you should avoid include the following:
- BHA/BHT: BHA (butylated hydroxyanisole) and BHT (butylated hydroxytoluene) are synthetic preservatives commonly used to extend the shelf life of cosmetics by preventing oxidation. These should be avoided as they can cause hormone disruption, skin irritation, and may have carcinogenic properties.
- Parabens & Phthalates: Ingredients like methylparaben and propylparaben have the potential to disrupt hormones. Phthalates are commonly hidden in “fragrance” labels and can act as endocrine disruptors.
- Synthetic fragrances: These are best to be avoided, as they often contain undisclosed chemicals that can lead to allergies or skin sensitivity. It’s important to note that there are many factors in whether synthetic fragrances are absorbed by the skin. (Most skincare isn’t engineered to absorb fragrance into the skin since its effects are made to remain on the surface so you can smell it!) This doctor breaks down everything you need to know about fragrance in skincare.
- Heavy metals: Ingredients such as lead and cadmium can accumulate in the body over time and have toxic effects.
- Talc: This powdery ingredient is often contaminated with asbestos, which is a known carcinogen.
Our criteria & methodology:
To test these 11 makeup brands, I gave each one a dedicated day. Each morning before work, I’d wash and moisturize my face, take a “before” picture of my clean skin, and then apply the makeup. I’d note how the application felt, take an “after” photo of the final look, and then go about my day — work, Pilates, errands, dance class, even travel days to Arizona and Colorado and a big night out for a birthday dinner. Testing over 11 days was interesting because my skin looked different each day — depending on where I was in my cycle, how dry or hydrated I felt, and whether I had any blemishes.
At the end of the day, I’d take a picture of how the makeup held up — or didn’t. Some photos were taken in natural light – but some days were long and my end-of-day shot didn’t happen until 10 p.m. Safe to say, my testing process was rigorous and authentic.
On days when I wasn’t testing a specific brand, I was still using the products. As I found my favorites, I naturally wanted to mix and match from different companies — and eventually found my new stack of everyday products. It was actually hard to stay true to the brand-specific days because once I found something I liked, I was so excited that I wanted to start using it immediately. Still, I stayed disciplined. Below, you’ll get before/after/end-of-day and product shots for each brand — and as a bonus, my new everyday makeup routine mixing and matching by brand, with a little application tutorial for inspiration.
We regularly update this list with new favorites that meet our criteria:
- CLEAN/ORGANIC | These makeup brands are formulated with nontoxic and organic ingredients that are safe for even the most delicate areas of our face.
- PERFORMANCE | The brands on this list offer everything from natural “no makeup makeup” looks to highly pigmented products that you could use for a night out — and all of them wear well for hours.
- AFFORDABLE | This list includes clean makeup brands that are not only effective, but also easygoing on your wallet.
My daily staples after testing:
As I went through the testing process, I naturally found my favorites from each brand. There are truly SO many great products, but here’s the clean makeup routine I’m reaching for right now:
Read up on which ingredients to look for and which to avoid in makeup in our complete guide to clean beauty ingredients. Be sure to also not miss our guides for clean skin care brands, organic foundations, nontoxic lipsticks or lip balms, and organic mascara! And for our expecting readers, these pregnancy-safe makeup brands have your back through each trimester.
If you’re curious about going makeup-free, you’ll love this essay on how going makeup-free liberated our editor from beauty standards.
Table of contents
Best For Elevated Everyday Makeup: Merit Beauty ($17+)
Best For Glowy Finish, Cheek Tint, Mascara: Saie ($16+)
Best For Multi-Use Sticks, Serum Foundations: ILIA ($16+)
Best For Longevity, Glam: Kosas ($16+)
Best For Easy Everyday Makeup: Well People ($12+)
Best For Concealers & Highlighters: RMS Beauty ($15+)
Best For Miracle Balm, Brows: Jones Road ($24+)
Best For Fruit-Pigmented Tints, Pressed Powder: 100% Pure ($12+)
Best For Multi-Use Balms & Blushes: Axiology ($16+)
Best For Makeup That Gives Back: Cheekbone Beauty ($12+)
Best For Multi-use Sticks, Cream-Based Products: NOTO ($26)
1. Merit Beauty
Best For | Elevated everyday makeup
Clean Ingredients | Clean & EU compliant ingredients, free from parabens, sulfates, potential irritants, and more
EWG Rating | 1-3
Fragrance Free Options | Yes
Organic Certification | No
Product Range | Great Skin Serum, Perfecting Complexion Stick, Flush Balm, Tinted Lip Oil, Highlighting Balm, Mascara, Brow Gel
Price Range | $17 (lip oil) – $38 (mineral sunscreen)
Merit makes exactly what we need — no more, no less. The Los Angeles-based beauty brand offers a highly curated line of “well-edited essentials” (including a lengthening mascara and highlighting balm) that is free from over 1,400 potentially unsafe ingredients. Instead, its products boast skin-loving formulas that include plant-based squalane, vitamin B5, kaolin clay, and sea daffodil extract. Its shipment packaging is recyclable, reusable, or biodegradable; and Merit also volunteers, donates, and supports the nonprofit Baby2Baby. Be sure to check our our in-depth editor review of Merit Beauty.
Our Editor’s Review | “I discovered the Great Skin Serum over the summer — and it changed my makeup game forever. This hydrating serum leaves a dewy finish and acts as the ideal priming layer for makeup. I’ve already repurchased it multiple times. Besides that, I’d never used any of Merit’s makeup — but I was so pleasantly surprised. A new overall favorite! The Perfecting Complexion Stick was a great color and coverage match for my skin, and I could easily apply it by swiping the stick on any areas that needed it and blending with my fingers. The highlighter was beautiful, shimmery, and easy to blend. The Flush Balm was a great color and ideal blush to brighten up my complexion. Their mascara and brow gel came in beautiful packaging and are easy and casual for an everyday look. The products had serious staying power, and I found myself reaching for them every day.”
2. Saie
Best For | Glowy finish, cheek tint, mascara
Clean Ingredients | Clean & dermatologist-tested ingredients, free from BHAs, parabens, phthalates, sulfates, synthetic fragrances, petrolatum, GMOs & talc
EWG Rating | 1-4
Fragrance Free Options | Yes
Organic Certification | No; made with many organic ingredients
Product Range | CitySet Setting Spray (New!), Mascara, Glowy Super Gel, Slip Tint Concealer, DewBlush, SuperSuede Blush, Glossybounce
Price Range | $16 (mini mascara) – $38 (foundation)
Saie is shaking up the beauty scene with its skin-loving makeup products. From their Glowy Super Gel to their Hydrabeam concealer, these minimal and lightweight products will be your next holy grail cosmetic staple. Made with organic, fragrance-free ingredients and absolutely no allergens, carcinogens, endocrine disruptors, and parabens, you can breathe a sigh of relief that you’re only using the best of the best on your skin. For lovers of the no-makeup makeup look, this one’s for you. Read our detailed editor review here.
Our Editor’s Review | “Saie makeup has been in my daily rotation since they launched! I’m a big fan of Laney, the founder — she was one of the first clean beauty bloggers, and her products are the result of years of research and personal testing. It shows! Their mascara has been my natural everyday go-to and it’s easy to remove with regular face wash. Their iconic Glowy Super Gel is hydrating and leaves a “glazed donut” effect on your skin. The concealer is creamy and hydrated, and their Dew Blush is easy to blend and layer with your fingers. I tried their SuperSuede blush and it didn’t disappoint — boldly pigmented and stayed all day. I have five shades of their gloss and carry it in all my bags. It’s non-sticky and hydrating. They also just launched their setting spray, which I tested. It’s early to tell, but it seemed to help everything stay put a little longer.”
3. ILIA
Best For | Multi-use sticks, serum foundations
Clean Ingredients | Natural & organic ingredients, safe synthetics
EWG Rating | 1-6
Fragrance Free Options | Yes
Organic Certification | No; made with many organic ingredients
Product Range | Mascara, Hydrating Lip Gloss, Multi-stick, Soft Focus Blurring Blush, Sunshift Cream Bronzer, True Skin Radiant Priming Serum, Skin Rewind Complexion Foundation Stick
Price Range | $16 (mini mascara) – $54 (foundation)
The best makeup brands blend natural, effective ingredients with nourishing vitamins and oils. Enter ILIA. This natural cosmetic line is making formulas from scratch to ensure your makeup is the cleanest it can be, while being dedicated to sustainability and ethics every step of the way. We love the multi-purpose sticks for travel and the compact makeup collection. You can read our review of ILIA’s Super Serum Skin Tint here.
Our Editor’s Review | “Ilia’s products felt the most classic “makeup” of the bunch. I love their full range of products and options for powders or creams depending on your preference. A lot of their products are multi-use, which gives them more bang for your buck. Their cheek and lip multi-stick is now a part of my daily routine for a quick and easy makeup look, and their Skin Rewind Complexion Foundation Stick is great for all over coverage or just for specific spots like a concealer. Their Soft Focus Blurring Blush stayed all day, their glosses were dewy and pigmented, and their mascara was super lengthening with serious staying power. A team favorite brand.”
ALSO AVAILABLE AT:
Credo
4. Kosas
Best For | Longevity, glam
Clean Ingredients| Clean ingredients free from ingredients known to be skin sensitizers, disrupt hormones or cause harm to the environment, meets EU’s clean standards
EWG Rating | 1-5
Fragrance Free Options | Yes
Organic Certification | No
Product Range | Mascara, Concealer, Baked Blush, Baked Bronzer, Wet Lip Oil Gloss, Brow Gel
Price Range | $16 (mini concealer) – $45 (foundation)
Kosas is on a mission to reinvent our beauty routines through intentional formulas. Founded by a chemist dedicated to clean and quality cosmetics (sans 2,700 harmful ingredients), the brand’s natural beauty collection is filled with nourishing botanical ingredients. We especially love the dimensional colors you can achieve with their baked blush and the inclusive shades of their skin improving foundation.
Our Editor’s Review | “The day I did a full Kosas look, I had just picked at some blemishes — so I had more covering up to do than usual. Kosas concealer did not disappoint with its natural, high-coverage, creamy finish. Their baked blush added flattering, glam life to my cheeks, and their bronzer left my forehead sun-kissed. I’ve repurchased their clear brow gel at least 10 times — it’s been my go-to for years. Their mascara was great for layering and had serious staying power. At the end of the day, Kosas still looked intact — a front-runner for longevity.”
ALSO AVAILABLE AT:
Credo
5. Well People
Best For | Easy everyday makeup
Clean Ingredients | Natural & plant-based ingredients
EWG Rating | 1-4
Fragrance Free Options | Yes
Organic Certification | No; made with many organic ingredients
Product Range | Complexion Stick, Expressionist Curling Mascara, Peptide Lip Balm, Lip Tinted Oil, Highlighter Stick, SkinForia Serum Foundation (New!)
Price Range | $12 (lip oil) – $30 (foundation)
If you’re going for the perfect no-makeup look, Well People is the brand for you. The cruelty-free and natural cosmetics in this collection are designed to nourish and soothe your skin while also giving you the color and coverage you desire. In fact, our editor reports loving how nourishing and versatile their lip oils are! Plus, the line includes many vegan products we adore. We love how versatile and affordable Well People’s handcrafted cosmetics are, especially since 100+ products are EWG-verified. (You can find Well People in major drugstores!) Read our latest editor reviews of their new curling mascara and lip balm!
Our Editor’s Review | “Well People has been on my radar since I saw them at Whole Foods in the early 2010s, and I’m so impressed with how their product line has expanded over time. When I sent my Well People before-and-after to a friend, she thought I’d put a filter on! Their Complexion Stick and new Serum Foundation melted into my skin and left a hydrated, non-makeup-y finish. Then I layered on their multi-use blush to add color to my cheeks and finished with the super glossy, hydrating Peptide Lip Balm — a new everyday staple. And their Expressionist Curling Mascara? I found myself reaching for it to complete the look on days when I was testing brands that didn’t have mascara. At the end of the day, the mascara was intact and my cheeks still had a rosy glow.”
6. RMS Beauty
Best For | Concealers & highlighters
Clean Ingredients | Natural, food-grade & certified organic ingredients, free from GMOs, nanos, parabens, phthalates & sulfates
EWG Rating | 1-4
Fragrance Free Options | Yes
Organic Certification | No; made with many certified organic ingredients
Product Range | Revitalize Hydra Concealer, ReDimension Hydra Powder Blush, Volumizing Peptide Mascara, Lip Oil, ReDimension Hydra Dew Luminizer
Price Range | $15 (mascara) – $60 (foundation)
RMS Beauty is renowned in the beauty world, and it’s clear why. The brand’s cosmetic collection is produced with raw, food-grade, and organic ingredients that hydrate and illuminate your skin while enhancing and improving your already beautiful complexion. RMS is dedicated to transforming the way people use makeup, creating products that are not only nontoxic and GMO-free, but also healing and nourishing. We put RMS Beauty to the test on both 65-year old and 38-year old skin – read up on our results here!
Our Editor’s Review | “I’ve been using RMS since 2017 — I’ve always been a fan of their cult-favorite Living Luminizer and Concealer pots for a dewy, moisturized look. For this testing round, I wanted to try some new products. I opted for the Revitalize Hydra Concealer, which had excellent coverage and a perfect shade match for my skin. Their ReDimension Hydra Powder Blush was pigmented, shimmery, and beautiful, and I loved their Volumizing Peptide Mascara for long, full lashes that stayed all day. Their lip oil was glossy but required a few applications to reach my desired shine. RMS is a cult favorite for a reason.”
ALSO AVAILABLE AT:
Credo
7. Jones Road
Best For | Miracle balm, brows
Clean Ingredients | Clean, safe ingredients without parabens, phthalates, sulfates, petrolatum, PEGs, cyclic silicones, EDTA, or BPA
EWG Rating | 1-5
Fragrance Free Options | Yes
Organic Certification | No
Product Range | Miracle Balm, Face Pen, What The Foundation, Lip & Cheek Stain, Shimmer Face Oil, The Brow Pencil, The Brow Gel
Price Range | $24 (lip pencil) – $46 (foundation)
Makeup pioneer Bobbi Brown created Jones Road just four years after leaving her namesake company. “Why can’t I find makeup products that are both clean and high-performance- that don’t sacrifice one for the other?” she asked. Jones Road seeks to fill that gap in the market, with easy, multi-purpose products that can be used to achieve any look — from a natural, no-makeup look to a high-drama, ultra-glam one. Using even stricter guidelines than the E.U.’s, the carefully curated range of balms, sticks, and creams are the best of the best in high-impact clean beauty. You can read our full Jones Road review here.
Our Editor’s Review | “Jones Road products feel equal parts high-end and fit for everyday wear. I usually opt for spot concealing over foundation, but their “What The Foundation” was blendable and natural-looking — it didn’t look like I was wearing heavy makeup. Making sure your face is well-hydrated before applying makes the finish even better. I used their iconic Miracle Balm as blush and highlighter for a dewy finish. I also loved their Face Pen for spot concealing — I started carrying it in my purse. Their brow gel and brow pencil became everyday staples, and I reached for them on days when I was testing brands that didn’t include brow products.”
8. 100% Pure
Best For | Fruit-pigmented tints, pressed powder
Clean Ingredients | Naturally pigmented, nontoxic ingredients
EWG Rating | 1-3
Fragrance Free Options | Yes
Organic Certification | No; made with many organic ingredients
Product Range | 2nd Skin Concealer, Gemmed Luminizer, Cherry Lip & Cheek Stain, Blush, Long Last Brows, Cocoa Pigmented Bronzer, Maracuja Mascara
Price Range | $12 (lip balm) – $77 (eye palette)
100% Pure aims to create the world’s purest line of all-natural cosmetics, beauty products, and skincare. The brand’s vegan cosmetics are formulated with high-performing antioxidants, naturally occurring vitamins, and essential oils to give your skin maximum benefits. The brand even offers soaps, shampoos, and conditioners to complete your (nontoxic) beauty routine! Affordable, safe, and stunning.
Our Editor’s Review | “100% Pure’s products leave you with a rich, glowy look. You only need a tiny bit of the Cherry Lip & Cheek stain — I squeezed out a pea-sized amount and it was way too much. It has a nostalgic scent, like the ChapStick from my teenage years. The powders left an icy, shimmery finish that instantly woke up my face, and their concealer had serious coverage. Their mascara elongated and separated my eyelashes. I wore this makeup for a long travel day, and fared pretty well! My one complaint: All of these products come shrink-wrapped in plastic, which didn’t feel sustainable and was a pain to remove.”
9. Axiology
Best For | Multi-use balms & blushes
Clean Ingredients | Organic & minimal ingredients
EWG Rating | 1-2
Fragrance Free Options | Yes
Organic Certification | No; made with many certified organic ingredients
Product Range | 3-in-1 Balmie Crayon Super Fan Pack, Color Cream Multi-Stick, Tinted Dew Multi-Stick, Mushroom Foundation
Price Range | $16 (lip balm) – $42 (mushroom foundation)
For makeup that’s as fun as it is Earth-friendly, Axiology does it best. The Oregon-based brand makes creamy and colorful multi-use balms, lipsticks, and even mushroom foundation, doing so using minimal ingredients, consisting of clean oils, extracts, waxes, and butters. The entire collection is vegan, palm oil-free, and comes in boxes made by women in Bali from paper waste collected on the island.
Our Editor’s Review | “I’m impressed with Axiology. I was skeptical of these colored crayons compared to the other products I was testing — but the strong pigments and stay power surprised me. I started with the Mushroom Foundation, using my finger to dab a little on spots that needed concealing (a little goes a long way). Then I used the Color Cream Multi Stick for blush and lips, and shades from the crayon super pack to add contour, highlight, and eyeshadow. I finished with Well People’s mascara and a little lip gloss. By the end of the day, my cheeks still looked rosy and blemishes were covered.”
ALSO AVAILABLE AT:
Credo
10. Cheekbone Beauty
Best For | Makeup that gives back
Clean Ingredients | Clean & plant-based ingredients, free from parabens, phthalates, sulfates, formaldehyde, lead, talc, BHA, PEGs & more
EWG Rating | 1-6
Fragrance Free Options | Yes
Organic Certification | No
Product Range | Uprise Mascara, Complexion Multi-Stick, Illuminating Primer Stick, Harmony Lip Gloss, Courage Cream Lip & Cheek
Price Range | $12 (eyeshadow pencil) – $56 (face palette)
Cheekbone Beauty got its start when founder Jenn Harper was inspired to create a makeup brand that centered Indigenous Youth, in a space where Indigenous faces are not represented nearly enough. With strong values and the backing of an Indigenous investment firm, Cheekbone Beauty’s mission is to provide sustainable, high-quality, and cruelty-free cosmetics that are more than just beauty products – they are a symbol of hope and success for people from marginalized communities. Cheekbone Beauty gives back to organizations that support Indigenous communities including the First Nations Child & Family Caring Society and their own Cheekbone Beauty Scholarship Fund Program.
Our Editor’s Review | “Cheekbone carries all the essentials. I especially loved their illuminating primer stick — I used it on the tops of my cheekbones, eyelids, and under my eyebrows for some serious glow. Their lip & cheek product was creamy, hydrating, and buildable with easy application. I was traveling this day and took a short nap, and you’ll notice the mascara had less staying power than some of the other brands.”
11. NOTO
Best For | Multi-use sticks, cream based products
Clean Ingredients | Organic & botanical ingredients
EWG Rating | 1-2
Fragrance Free Options | Yes
Organic Certification | No
Product Range | Multi-Bene Stick for Lip & Cheek, The Contour Kit (Highlighter + Bronzer Duo), Glassa Balm
Price Range | $26 (multi-use sticks)
Based in Los Angeles, NOTO’s gender-fluid makeup was developed with minimalists in mind. From its pigmented lip & cheek stains to its highlighter for the face & body, the collection is vegan, crafted in small batches, and made from organic plant-based ingredients (like olive fruit oil and rosemary leaf extract). Its bottles are made of glass, the plastics of PCR material, and the boxes are biodegradable. If you’re in LA, NOTO offers a refill program so you can replenish your emptied bottles.
Our Editor’s Review | “NOTO is packing some serious pigment. Their collection is small, so at first I wasn’t sure if these sticks would be enough to create a full makeup look — but I was surprised by how far a little color goes to add glow and life to my face. They don’t carry mascara, so I added a light swipe of Cheekbone to complete the look for my before and afters. I used their contour kit to add dimension to my cheekbones and make my forehead and nose look a little sun-kissed. The Multi-Bene stick was perfect for cheeks and lips. Lastly, I love the minty fresh feel of the Glassa Balm — it’s super hydrating and leaves your lips glossy but not sticky.”
Grace Abbott is a LA-based freelance Brand & Marketing Strategist and a Contributing Editor at The Good Trade. She has a degree in Graphic Design from Parsons School of Design and is the founder of How To Go Freelance — a brand dedicated to empowering creatives to monetize their skills and build personal brands. Beyond work, she’s always studying a new spiritual modality, painting her bedroom a new color, practicing Pilates, hosting friends, or going on a nature walk with her chihuahua, Donnie. Find her on Substack or Instagram.
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