When I embarked on my clean beauty journey, it wasn’t just about following a trend. It was a deeply personal decision rooted in my desire to make better choices for my fertility. As I began to scrutinise the products I was putting on my skin, I realised that my makeup routine needed a serious overhaul. This quest for cleaner, safer cosmetics led me to discover a world of innovative brands that don’t compromise on performance or style.
In recent years, the beauty industry has seen a significant shift towards clean, eco-friendly products. More and more consumers, like myself, are becoming acutely aware of the ingredients in their cosmetics and their potential impact on both personal health and the environment. This article explores nine of the best clean makeup brands that have not only transformed my beauty routine but also cater to the eco-conscious beauty enthusiast.
Disclosure: If you make a purchase through my links I am compensated at no cost to you.
What Makes a Makeup Brand “Clean”?
Before diving into our top picks, it’s essential to understand what qualifies a makeup brand as “clean”. As I delved deeper into my clean beauty journey, I discovered that “clean” encompasses a range of factors:
- Ingredient Safety: Clean makeup brands prioritise non-toxic, safe ingredients. They typically avoid:
- Parabens: Synthetic preservatives linked to hormone disruption
- Phthalates: Plasticisers that may interfere with hormone function
- Sulfates: Harsh cleansing agents that can irritate skin
- Synthetic fragrances: Potential allergens and irritants
- Formaldehyde: A known carcinogen used as a preservative
- Mineral oils: Petroleum-based ingredients that can clog pores
- Natural and Organic Ingredients: Many clean brands focus on using natural, plant-based, and often organic ingredients. These can include botanical extracts, natural oils, and minerals.
- Transparency: Clean beauty brands are typically more transparent about their ingredients, sourcing practices, and manufacturing processes. They often provide detailed ingredient lists and explanations.
- Ethical Considerations:
- Cruelty-free: Products and ingredients not tested on animals
- Vegan: Free from animal-derived ingredients
- Environmental Responsibility:
- Sustainable sourcing of ingredients
- Eco-friendly packaging (recyclable, biodegradable, or refillable)
- Reduced carbon footprint in production and distribution
- Efficacy: Clean makeup doesn’t compromise on performance. Brands invest in research to ensure their products work as well as, if not better than, conventional alternatives.
- Minimal Processing: Many clean brands avoid over-processing their ingredients, preserving natural benefits.
- Skin-friendly Formulations: Clean makeup often includes skincare benefits, with formulations that nurture and protect the skin rather than potentially harm it.
It’s important to note that “clean” isn’t a regulated term in the beauty industry. Each brand may have its own definition, so it’s crucial to research and understand a brand’s specific standards and practices.
As someone particularly concerned about fertility, I pay extra attention to ingredients that might disrupt hormones or potentially affect reproductive health. This personal focus has made me appreciate brands that go above and beyond to ensure their products are safe for all aspects of health.
What are the Best Clean Makeup Brands?
As I’ve explored the world of clean beauty, I’ve discovered a treasure trove of brands that not only align with my values but also deliver exceptional results. Each of these brands has its own unique story and standout products that have earned a permanent place in my makeup bag. From innovative formulations to multi-tasking marvels, these clean beauty brands offer something for everyone, whether you’re just starting your clean beauty journey or you’re a seasoned clean beauty enthusiast. Here are the products that have truly impressed me along the way.
Please note that these are not in any particular order, they all are great clean beauty makeup brands that I or people close to me have personally used
ILIA Beauty
ILIA Beauty has revolutionised the clean beauty space with its “skincare-powered makeup” approach. Founded in 2011 by Sasha Plavsic, ILIA has consistently pushed the boundaries of what clean beauty can achieve.
Star Products:
- Super Serum Skin Tint SPF 30: This product combines a serum, light coverage foundation, and broad-spectrum SPF in one. It provides a dewy, natural finish while also delivering skincare benefits like hydration and sun protection.
- Limitless Lash Mascara: Known for its buildable, long-lasting formula, this mascara separates and lifts lashes without clumping. It’s enriched with organic shea butter and arginine to nourish and strengthen lashes.
- Multi-Stick: A versatile product that can be used on the lips, cheeks, and eyes. It’s creamy, easy to blend, and offers a natural, fresh-faced look.
Brand Philosophy: ILIA believes in creating multi-use products that not only enhance your appearance but also benefit your skin over time. They’re committed to using safe, ethically sourced ingredients and sustainable packaging.
Personal Experience: I’ve found ILIA’s products to be particularly gentle on my skin, which has been perfect for my sensitive skin. The Mascara has become a daily staple, giving me the lift I need without compromising on my lash health.
Haus Labs by Lady Gaga
Haus Labs, founded by pop icon Lady Gaga in 2019, initially launched as a vegan and cruelty-free brand. In 2022, the brand relaunched with a renewed focus on clean, high-performance makeup.
Star Products:
- Le Monster Lip Crayon: A creamy, pigmented lip crayon that provides full coverage in one swipe. It’s infused with hydrating ingredients like mango seed oil and ceramides.
- Bio-Radiant Gel-Powder Highlighter: This highlighter offers a luminous glow with a lightweight gel-powder formula. It’s enriched with squalane and hyaluronic acid for a smooth application.
- Triclone Skin Tech Medium Coverage Foundation: A medium coverage foundation that offers a natural finish and skin care benefits. It’s formulated with fermented arnica to reduce redness and inflammation. With 51 shades there is a match for everyone!
Brand Philosophy: Haus Labs aims to create innovative, high-pigmented products that are clean, vegan, and cruelty-free. They focus on marrying bold, artistic expression with skin-loving formulas.
Personal Experience: What stands out to me about Haus Labs is how they prove that clean beauty doesn’t have to be boring or neutral. Their vibrant colour offerings which are both diverse and inclusive of all skin tones allow for creative expression without compromising on clean ingredients. As someone who occasionally wants a bolder look, I appreciate having a clean option that doesn’t hold back on colour payoff.
Kosas
Kosas, founded by Sheena Yaitanes in 2015, brings a scientific approach to clean beauty. The brand is known for its high-performance formulas that don’t compromise on clean ingredients.
Star Products:
- Revealer Skin-Improving Foundation SPF 25: A medium coverage foundation that offers a natural, radiant finish. It’s enriched with hyaluronic acid, niacinamide, and peptides to improve skin texture, hydrate, and protect with SPF 25.
- Revealer Concealer: A concealer that not only provides coverage but also acts as an eye cream and spot treatment. It’s enriched with caffeine, peptides, and hyaluronic acid to reduce puffiness and hydrate.
- Weightless Lipstick: Known for its creamy texture and full-coverage colour payoff. The formula contains nourishing oils like mango seed butter and cocoa seed butter.
Brand Philosophy: Kosas aims to create “makeup for skincare freaks,” focusing on active, nourishing ingredients that benefit the skin while providing excellent colour payoff.
Personal Experience: Kosas’s Revealer Concealer provides great coverage for dark circles under my eyes and I love knowing that it’s feeding my skin with beneficial oils while providing coverage.
RMS Beauty
RMS Beauty, founded by makeup artist Rose-Marie Swift, is a pioneer in the organic beauty movement. The brand’s ethos is rooted in the belief that makeup should be an extension of skincare.
Star Products:
- “Un” Cover-Up Concealer: A lightweight, hydrating concealer that doubles as a foundation. It blends seamlessly to cover imperfections while nourishing the skin with coconut oil.
- Legendary Lipstick: This lipstick is known for its rich, long-lasting colour and hydrating formula. It’s infused with RMS Beauty’s signature blend of oils, including jojoba oil, shea butter, and cocoa seed butter, to keep lips moisturised and comfortable.
- Lip2Cheek: This dual-use product provides a pop of colour that can be applied to both the lips and cheeks. It’s formulated with organic oils and beeswax to keep the skin moisturised.
Brand Philosophy: RMS Beauty focuses on raw, food-grade, organic ingredients. They believe in the power of living ingredients to nourish and rejuvenate the skin.
Personal Experience: The Legendary Lipstick is my go-to stick when I want a pop of colour but still want my lips moisturised.
Milk Makeup
Milk Makeup, launched in 2016, emerged from Milk Studios, a fashion photography studio in New York City. It quickly gained popularity for its innovative, multi-use products and inclusive approach.
Star Products:
Hydro Grip Primer: A hydrating primer that grips makeup for long-lasting wear. It’s formulated with aloe water, hyaluronic acid, and cannabis seed extract for a smooth, dewy finish.
Kush Mascara: This mascara is known for its volumising and conditioning properties, thanks to the inclusion of hemp-derived cannabis seed oil. It’s also formulated with heart-shaped fibres that provide extra lift.
Lip + Cheek Tint: A multi-use stick that provides a sheer wash of colour for both lips and cheeks. It’s enriched with mango butter and avocado oil for hydration.
Brand Philosophy: Milk Makeup is all about quick, easy, multi-functional products for the on-the-go lifestyle. They focus on creating vegan and cruelty-free formulas with good-for-you ingredients.
Personal Experience: The Hydo Grip Primer is chef’s kiss! This primer will have your makeup sticking all day, and combined with the setting spray it completes my makeup routine to perfection.
W3LL PEOPLE
W3LL PEOPLE, co-founded by makeup artist Shirley Pinkson, entrepreneur James Walker, and dermatologist Renee Snyder, brings a unique blend of expertise to clean beauty.
Star Products:
- Bio Tint Multi-Action Moisturizer SPF 30: A tinted moisturiser that offers light coverage, hydration, and sun protection. It’s infused with coconut oil, algae extract, and zinc oxide for a natural, dewy finish.
- Expressionist Volumizing Mascara: A plant-based mascara that volumises and lengthens lashes without using harsh chemicals. It’s enriched with castor seed oil and sunflower seed oil to nourish lashes.
- Supernatural Stick Multi-Use Blush: A creamy blush stick that provides a radiant, luminous glow. It’s enriched with natural ingredients like jojoba oil and green tea, making it easy to blend while nourishing the skin.
Brand Philosophy: W3LL PEOPLE focuses on creating “no-makeup makeup” looks with high-performance, plant-based formulas. They aim to prove that natural makeup can be just as effective as conventional products.
Saie Beauty
Saie (pronounced “say”) was founded in 2019 by Laney Crowell, a former fashion editor and clean beauty blogger. This relatively new brand has quickly made a name for itself in the clean beauty world.
Star Products:
- Slip Tint Dewy Tinted Moisturizer SPF 35: This tinted moisturiser provides sheer coverage and a dewy finish, with added SPF for sun protection. It’s infused with hyaluronic acid and liquorice root extract for hydration and brightness.
- Dew Blush: A blush that gives a wet, glossy sheen to the skin. It’s easy to apply and blend, perfect for a natural, dewy look.
- Mascara 101: A clean mascara that lengthens, lifts, and separates lashes. It’s formulated with organic beeswax and shea butter to nourish and protect.
Brand Philosophy: Saie is committed to creating “clean essentials” – everyday makeup products that are safe, effective, and easy to use. They focus on creating multi-use products that simplify beauty routines while maintaining high performance.
Personal Experience: What I love about Saie is their commitment to sustainability. Their products not only perform well but also come in thoughtfully designed, eco-friendly packaging. The formulations feel lightweight and nourishing on my skin, the Tinted Moisturizer is great for no makeup, makeup days
Honest Beauty
Honest Beauty, founded by actress Jessica Alba in 2011, is part of The Honest Company, which offers a wide range of clean lifestyle products.
Star Products:
- Extreme Length Mascara + Lash Primer: A dual-ended product that includes a lash primer to boost length and volume and a mascara to define and separate lashes. It’s enriched with jojoba esters and shea butter.
- Creme Cheek + Lip Color: A versatile, creamy product that provides a natural flush of colour for both cheeks and lips. It’s formulated with ingredients like raspberry, grape, and blackberry extracts to nourish and hydrate the skin.
- Fresh Flex Concealer: A lightweight, buildable concealer that offers medium coverage with a natural finish. It’s enriched with hyaluronic acid and provides a flexible, breathable formula that hydrates and smooths the skin.
Brand Philosophy: Honest Beauty is driven by a commitment to transparency, safety, and accessibility. They aim to create clean beauty products that are effective, affordable, and widely available.
Personal Experience: I appreciate Honest Beauty’s approach to making clean beauty more accessible. Their products are often more budget-friendly than other clean beauty brands, which makes it easier to maintain a clean beauty routine consistently. The formulations are gentle and effective, suitable for everyday use.
Alima Pure
Alima Pure, founded in 2004 by Kate O’Brien, is one of the OG mineral makeup brands in the clean beauty space. They’re known for their extensive shade ranges and minimalist approach.
Star Products:
- Satin Matte Foundation: A loose mineral foundation that provides buildable coverage with a natural, matte finish. It’s lightweight and ideal for sensitive skin.
- Pressed Eyeshadow: Offers a range of richly pigmented shades with a smooth, blendable texture. Made with natural ingredients, these shadows are free from synthetic dyes and chemicals.
- Natural Definition Mascara: A mascara that enhances lashes without clumping or smudging. It’s formulated with natural waxes and oils to condition and strengthen lashes.
Brand Philosophy: Alima Pure is committed to creating pure, minimalist products with ethically sourced ingredients. They also have a strong focus on sustainability, operating as a carbon-neutral company.
Personal Experience: Although I have not tried this brand personally my friend constantly raves about the Alima Pressed Eyeshadow and I must admit she slays on a night out!
Why Choose Clean Makeup Brands?
As I’ve delved deeper into my clean beauty journey, I’ve discovered that opting for clean makeup brands isn’t just a trend; it’s a transformative choice that affects not only our personal well-being but also the world around us. Here’s why I believe making the switch to clean beauty can be so impactful:
- Holistic Health Approach: By choosing clean makeup, we’re aligning our beauty routines with a holistic approach to health. I’ve found that using products free from potentially harmful ingredients supports my body’s overall wellness, not just my skin’s appearance.
- Mindful Consumption: Embracing clean beauty has led me to more mindful consumption habits. I now use products more intentionally, appreciating their ingredients, and I’ve found myself reducing my overall product use.
- Support for Ethical Business Practices: Many clean beauty brands prioritise ethical sourcing and fair labour practices. When we support these brands, we’re encouraging responsible business models in the beauty industry.
- Innovation Driver: Our demand for clean beauty pushes companies to innovate, developing new, safe alternatives to traditional cosmetic ingredients. It’s exciting to be part of this progress in the beauty industry.
- Simplified Routines: I’ve noticed that clean beauty brands often focus on multi-use products, which has helped simplify my beauty routine. This saves me time, reduces clutter, and minimises waste.
- Long-term Skin Health: While traditional makeup might offer quick fixes, I’ve found that clean makeup often focuses on long-term skin health. Many products I use now contain nourishing ingredients that benefit my skin over time.
- Allergen Reduction: Clean makeup products typically contain fewer potential allergens. This has been particularly beneficial for my sensitive skin.
- Environmental Advocacy: Choosing clean beauty often means supporting brands that advocate for environmental causes. It’s empowering to know that our purchases can contribute to broader environmental protection efforts.
- Education and Awareness: As we delve into clean beauty, we become more educated about ingredients and their effects. I’ve found this knowledge empowering, helping me make informed decisions across all aspects of my life.
- Alignment with Personal Values: For me, choosing clean beauty is about aligning my purchasing decisions with my personal values of health, sustainability, and ethical consumption.
- Potential Cost Effectiveness: While some clean beauty products might have a higher upfront cost, I’ve found their focus on quality ingredients and multi-use formulations can make them more cost-effective in the long run.
- Community and Movement: By choosing clean beauty, we become part of a growing community of conscious consumers. I’ve found this provides a sense of connection and shared purpose.
Conclusion
Remember, transitioning to clean beauty doesn’t have to happen overnight. Even small changes in our makeup routines can have a positive impact on our health and the environment. As we explore these clean makeup brands, we’re not just changing our beauty routines – we’re participating in a larger movement towards more conscious, sustainable living. In my journey, every step towards cleaner beauty has felt like a step towards a healthier, more mindful lifestyle.
My journey into clean beauty began with a focus on fertility, but it’s evolved into so much more. As I’ve explored these nine incredible brands – from ILIA’s skin-centric approach to Haus Labs’ bold artistic vision – I’ve discovered that clean beauty doesn’t mean sacrificing quality, performance, or style.
Each of these brands offers something unique, whether it’s RMS Beauty’s organic formulations, Kosas’s vibrant colours, or Milk Makeup’s innovative stick products. They’ve shown me that it’s possible to look good while also feeling good about what I’m putting on my skin.
Remember, everyone’s skin is different, and everyone’s journey is unique. Don’t be afraid to experiment with different clean makeup brands to find the perfect products for your beauty routine. It took me time to find my favourites, and the process of discovery was part of the joy.
By supporting these clean makeup brands, we’re not just taking care of our skin – we’re contributing to a more sustainable and health-conscious beauty industry. We’re making choices that align with our values, whether those are focused on personal health, environmental sustainability, or both.
For me, this journey has been about more than just makeup. It’s been about taking control of my health, making conscious choices, and feeling empowered in my beauty routine. I hope that by sharing these brands and my experience, I can inspire others to start their own clean beauty journey. After all, when we make better choices for ourselves, we often end up making better choices for the planet too.
Frequently Asked Questions
As I’ve navigated my clean beauty journey, I’ve encountered many questions along the way. Here are some of the most common ones I’ve come across, along with the answers I’ve found:
- Q: Are clean beauty products less effective than traditional makeup? A: Not at all! In my experience, many clean beauty products perform just as well as, if not better than, their traditional counterparts. Brands like ILIA and Kosas have shown me that clean formulations can offer excellent pigmentation, longevity, and skincare benefits.
- Q: Are all-natural ingredients safe for skin? A: While natural ingredients are often beneficial, it’s important to remember that “natural” doesn’t always mean “safe” for everyone. I always patch test new products and research ingredients, as even natural substances can cause allergic reactions in some people.
- Q: Are clean beauty products more expensive? A: While some clean beauty products can be pricier upfront, I’ve found that many are competitively priced, especially considering their high-quality ingredients. Brands like Honest Beauty offer more budget-friendly options. Plus, the multi-use nature of many clean products can make them cost-effective in the long run.
- Q: How do I know if a product is truly “clean”? A: Since “clean” isn’t a regulated term, I’ve learned to look beyond the marketing. I check ingredient lists, research the brand’s ethos, and look for third-party certifications. Resources like the Environmental Working Group’s Skin Deep database can be helpful.
- Q: Can clean makeup products cater to all skin types and tones? A: Absolutely! The clean beauty industry has made great strides in inclusivity. Brands like ILIA, Kosas, and Haus Labs offer wide shade ranges and formulations for different skin types.
- Q: Do clean beauty products have a shorter shelf life? A: While some clean products may have shorter shelf lives due to the absence of certain preservatives, I’ve found that most last just as long as traditional products when stored properly. Always check the product’s Period After Opening (PAO) symbol.
- Q: Can I transition to clean beauty gradually? A: Definitely! I started my journey by replacing one product at a time. It’s a personal journey, and there’s no need to overhaul your entire routine at once.
- Q: Are all clean beauty products vegan? A: Not necessarily. While many clean beauty products are vegan, some may contain animal-derived ingredients like beeswax or carmine. Always check the product details if being vegan is important to you.
- Q: How do clean beauty brands approach sun protection? A: Many clean beauty brands, like ILIA with their Super Serum Skin Tint SPF 30, use mineral sunscreens (like zinc oxide) instead of chemical ones. These are generally considered safer for both our bodies and the environment.
- Q: Can clean makeup products be long-lasting? A: Yes! I’ve found many clean makeup products to be just as long-lasting as traditional ones. Brands are constantly innovating to improve the wear time of their products while maintaining clean formulations.
