So you’ve decided to make the switch to clean beauty products, but where do you start with clean makeup brands? Well you could spend hours scouring the internet or you could check out the list I put together of my favorite non toxic makeup brands.
*Affiliate Disclosure: I do have affiliate links in this blog post. If you purchase something from my link, I will receive a small commission from the sale. This comes at no cost to you, but is paid by the company. I do not take becoming an affiliate with any company lightly. If I am, it’s because I believe in the company and their product.
*Suzi(Gurl Gone Green) is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to amazon.com.
What is a clean makeup brand?
A clean makeup brand is essentially a brand that sells non-toxic beauty products. However, as you probably have experienced in the world of clean beauty, there are levels of “clean”. Products that contain questionable ingredients that technically are not toxic, but you probably wouldn’t want to make it a part of your daily beauty routine.
One example of this is with the ingredient, phenoxyethanol. If it’s from a clean source it’s fine, but if it doesn’t come from a clean source then it can be contaminated with 1,4 dioxane, which is a known carcinogen.
Phenoxyethanol is only considered to be an irritant to the skin, eyes, and lungs when it’s a stand-alone ingredient in a concentration of 100%. However, in a finished product its concentration is 1% if not less.
One of the strictest standards in clean beauty is Credo’s Clean Standard.
It doesn’t allow or restricts over 2,700+ ingredients and goes beyond the usual “ this product is free of” list.
Brands aiming to adhere to Credo Beauty’s Clean Standard must exhibit transparency in various aspects, including clean ingredients, safety, sustainability, sourcing, and ethics.
The EWG’s Skin Deep database is a good source if you want to dig a little to find out what ingredients are cause for concern and what ingredients are considered safe.
Related Content: Best Affordable Clean Beauty Brands
Ingredients To Avoid
- Synthetic fragrance – a blanket term that can hide a multitude of harmful ingredients.
- Phthalates – these hormone disruptors and in some cases like Dibutyl phthalate, potentially carcinogenic, are used to manipulate the texture of products.
- PEG-10 Laurate – this hormone disruptor is found in creamy makeup products and moisturizers to name a few.
- Ethanolamines – monoethanolamine (MEA), diethanolamine (DEA), or triethanolamine (TEA) – DEA can react with other ingredients to form a carcinogen called nitrosodiethanolamine (NDEA). Both DEA and TEA have been shown to promote cancer in the liver of female mice. Animal studies with DEA and MEA found that they can promote tumors and cause developmental abnormalities to an unborn fetus. The European Commission has banned the use of DEA in cosmetics.
- Butyl, propyl, and ethyl parabens – these hormone disruptors that have also been associated with increased risk of cancer can be found in many personal care products as a preservative.
- Triclosan – an endocrine disruptor that is usually found in liquid beauty products as an antibacterial agent.
- Petroleum – is a known carcinogen used to preserve moisture. Basically any products that include parabens, PEG’s, MEA, DEA, propyl-containing words or any other toxic ingredient is likely petroleum-based. Other words to look for are paraffin wax, mineral oil, toluene, benzene, methanol, butanol and words with “butyl”.
- Butylated hydroxyanisole (BHA) – this known carcinogen and hormone disruptor is used as a preservative and fragrance.
Are there organic makeup brands?
Products in addition to being non-toxic can also be organic.
Here’s the labeling breakdown according to the USDA.
- 100% organic indicates that every ingredient in the product is organic.
- Organic indicates that at least 95% of the product is produced from organic ingredients.
- Made with organic ingredients indicates that at 70% or more of the product is made with organic ingredients.
15 Best Clean Makeup Brands
Beautycounter
Beauty Counter is setting a new standard for clean with their in-house team of scientists that screen their ingredients and packaging so they can deliver clinically proven results, unmatched ingredient safety, sustainably designed products, and on top of that they are constantly advocating for more health-protective legislation.
3rd Party Certifications
- EWG Verified
- Certified B Corporation
- Leaping Bunny certified
- Chemical Footprint Project
Price Range: $10-$422
Standout Products
- Skin Twin Concealer
- Skin Twin Foundation
- Cheeky Cream Blushes
- Sheer Genius Conditioning Lipstick
- Dew Skin Tinted Moisturizer
- Mattifying Powder
- Clean Swipe Hyaluronic Lip Balm
Related Content: Beautycounter Review (Product Hits & Misses)
TOK Beauty
TOK beauty is an affordable, high-end, plant-based beauty line with multi use products. They also ship their orders in compostable mailers or recycled unit cartons and shipper boxes.
3rd Party Certifications
- Leaping Bunny Certified.
Price Range: $20-$75
Standout Products
- Lash Enhancing Mascara
- Lip Tonic
- Brow Tok Volumizing Brow Gel
Tower 28
Tower 28’s motto is #ItsOkayToBeSensitive and they have gone the extra mile to create products that are non-toxic, free of sensitizing irritants, full of calming, nourishing ingredients, and a whole lot of fun. Their products are also vegan and cruelty-free.
3rd Party Certifications
- PETA certified
Price Range: $15-$88
Standout Products
- Make Waves Mascara
- BeachPlease Luminous Tinted Balm
- SunnyDays Tinted SPF Sunscreen Foundation
- ShineOn Lip Jelly
- OneLiner Multi-Liner
Related Content: Tower 28 Beauty Review
Exa Beauty
EXA Beauty is the brain child of the clean beauty retailer, Credo Beauty. Their goal is to add more color and future forward thinking to the world of clean beauty without compromising Credo’s clean ingredient standard.
3rd Party Certifications
- Credo Clean Standard
Price Range: $14-$99
Standout Products
- All Smiles Universal Glow Lip Oil
- High Fidelity Foundation
- High Fidelity Balancing Color Corrector
- Ten 18 Lash Amplifying Mascara
Crunchi
Crunchi products are made with a combination of safe, certified-organic, and EcoCert ingredients centered around performance. They are also leading the safe cosmetics movement by educating others on how ingredients work in products and the effect they can have on our health.
3rd Party Certifications
- Leaping Bunny Certified
- Tested for Heavy Metals
Price Range: $3-$396
Standout Products
- Beautifully Flawless Foundation
- My Alibi Concealer
- Makeup Me Blush
- Crunchi Eyeshadow
Westman Atelier
Westman Atelier creates luxurious, clean beauty products that replenish and balance the skin with plant-based actives and cutting edge science. Makeup artist and founder, Gucci Westman, is known for her second-skin approach to makeup, proving that luxury, efficacy, and clean can coexist.
Price Range: $32-$590
Standout Products
- Bonne Brow Eyebrow Pencil
- Vital Skin Foundation Stick
- Baby Cheeks Blush Stick
- Face Trace Contour Stick
- Beauty Butter Powder Bronzer
- Vital Skincare Complexion Drops
Related Content: Westman Atelier Review And Guide
Kosas
Kosas is next-level clean in their skincare ingredients and use minimal ingredients for maximum impact. Besides being talc-free, they also ban over 2,700 ingredients and adhere to the EU, Sephora and Credo clean standards.
3rd Party Certifications
- Cruelty-free
- Leaping Bunny Certified
Price Range: $14-$48
Standout Products
- Weightless Lipsticks
- Revealer Super Creamy + Brightening Concealer
- 10-second Eye Gel Watercolor Eyeshadow
Related Content: Kosas Makeup Review
Ilia
Ilia provides clean, skin-centric beauty products that protect the skin from environmental stressors through safe and potent formulas. Ilia also has a fuss-free philosophy, which means their products are easy to use.
3rd Party Certifications
- Leaping Bunny Certified
- 1% for the Planet
Price Range: $20-$60
Standout Products
- True Skin Serum Foundation
- Limitless Lash Mascara
- Liquid Chromatic Eyetints
Related Content: Ilia Beauty Review
RMS Beauty
RMS Beauty has been a pioneer in the clean beauty movement since 2009. Their RMS rules include, skin-loving clean ingredients, quality and transparency, a health-first mindset, and a sustainable future.
Price Range: $5-$140
Standout Products
- Eyelights Cream Eyeshadow
- UnCoverup Concealer
- Lip2Cheek
- UnCoverup Cream Foundation
Juice Beauty
Juice Beauty uses organic farm-to-beauty ingredients to create skincare and makeup products that perform better than conventional products. Juice Beauty is transforming the chemistry of natural formulations with clinically proven results.
3rd Party Certifications
- EWG Verified
- Leaping Bunny Certified
- PETA Cruelty-Free certified
- Certified VEGAN
- USDA Organic
- California Organic Products Act
Price Range: $15-$40
Standout Products
- Phyto-pigments Flawless Serum Foundation
- Stem Cellular CC Cream
- Phyto-pigments Last Looks Cream Blush
Alima Pure
Alima Pure was founded by mother and kindergarten teacher, Kate O’Brian, who believed makeup should enhance not hide what you love most about yourself. Alima Pure is a certified B Corporation and was one of the first brands to create beauty products with clean, non-toxic ingredients.
3rd Party Certifications
- Certified B Corporation
- 100% Carbon Neutral
- 1% for the Planet
- Leaping Bunny Certified
Price Range: $2-$48
Standout Products
- Satin Matte Foundation
- Pressed Eyeshadow
W3LL People
Well People, create award-winning beauty from premium, ethically-sourced, plant-powered ingredients. They are a pioneer in the natural beauty industry and have 35+ and growing EWG-Verified products to underscore their commitment to super clean products.
3rd Party Certifications
- Leaping Bunny
- PETA certified
- EWG Verified
- Fair Trade Certified
Price Range: $10-$87
Standout Products
- Bio-Correct Concealer
- Power Palette Eyeshadow
- Expressionist Volumizing Mascara
Hynt Beauty
Hynt Beauty creates state-of-the-art formulations that both feel and look good on the skin. Hynt Beauty uses high performing natural ingredients, such as naturally-derived or organic, beneficial to skin, efficacious, eco-conscious, cruelty-free, and clearly disclose ingredients on all products.
3rd Party Certifications
- Leaping Bunny certified
- PETA certified
Price Range: $3-$79
Standout Products
- Duet Perfecting Concealer
- Flyrt Mascara
- Eyebrow Definer
Fitglow Beauty
Fitglow Beauty creates makeup and skincare that work together to provide an extended treatment plan that lasts all day. Fitglow Beauty is a women-owned and women-led, small, independent company who use plant-based science along with skin experts and chemists to develop effortless beauty built for a sustainable future.
3rd Party Certifications
- Leaping Bunny certified
Price Range: $12-$348
Standout Products
- Conceal +
- Lip Colour Serum
- Night Lip Serum
Saie Beauty
Saie Beauty is a new clean beauty brand that uses transformative and nourishing ingredients in their award-winning, yet sustainable and planet conscious formulas. Saie Beauty products are formulated by experts, backed by industry secrets and made for beauty fans.
3rd Party Certifications
- Climate Neutral Certified
- 1% for the planet
- Certified Plastic Negative
- Carbon Neutral Club
- Leaping Bunny Certified
Price Range: $16-$84
Standout Products
- Glowy Super Skin
- Slip Tint
- Dew Blush
- Lip Blur
Related Content: Saie Beauty Review
Did I miss your favorite clean makeup brand? Share below!
If you like this post, check out these past posts:
Have you ever researched Arbonne? I’m curious why it’s not included in your 15 best clean brands and/or 18 best skincare brands.
Hi Jana,
I have and they have some ingredients that I don’t love in their products.
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Hello,
SO glad I found your website! Looking to transition over to clean products. However I was surprised to see the ingredients on an ilia product. How come the following products are allowed in a clean product that is considered clean. I am learning please let me know. Thanks, Juile red 27 lake (ci 45410)+- || red 6 lake (ci 15850)+- || titanium dioxide (ci 77891)+- || yellow 5 (ci 19140)+-
Hi Julie,
These are typically found in makeup products that have pigment(color) The actual amount it very miniscule. If you don’t like artificial dyes in your makeup, check out Crunchi- they don’t use them- just mineral earth pigments.
I recently purchased an eyebrow pencil from Well People that contains Black 2. Is that a concern?
Hi Mallory,
It’s really up to you. The actually amount in the product is very minimal since it’s at the very bottom of the ingredient list. It is created by combustion of aromatic petroleum oil feedstock. The process can involve coal tar, cracking tar, ethylene and even vegetable oil. It’s better that it’s not in a form that can be inhaled.
Have you tried withSimplicity? LOVE their products! Definitely worth giving them a try!
Hi Danielle,
I haven’t! But thanks for letting me know. 🙂
Hi! What do you think of the brand Merit beauty?
Suzi has a full review on Merit Beauty you can read here: https://gurlgonegreen.com/2023/04/29/merit-beauty-review/
What’s the safest liquid eye liner that’s waterproof ?
Hi Penny,
I don’t know of a waterproof eyeliner that is safe.
Hi there,
Thank you for this information, what do you think of https://axiologybeauty.com
Suzi features Axiology in her Best Talc Free Makeup Brands post. You can check it out here: https://gurlgonegreen.com/2023/06/21/best-talc-free-makeup-brands/