Welcome back to The Velvet Runway and this feature about 10 Best Clean Makeup Brands: Editor-Approved Picks (2025)
In the ever-evolving world of beauty, finding the best clean makeup brands can be a game-changer for those who want high performance without compromising on ingredient integrity. Clean beauty has become a movement, and this 2025 guide brings you ten editor-approved picks that merge ethical formulation with stunning results.
Whether you’re searching for cruelty-free, vegan, or natural makeup brands, these selections represent the pinnacle of skin-friendly cosmetics available internationally.
10 Best Clean Makeup Brands: Editor-Approved Picks (2025)
In the beauty world, “clean” has moved far beyond a buzzword — it’s now a movement reshaping the way we shop for makeup. Today’s beauty lovers want formulas that are not only high-performing but also kind to our skin, bodies, and the planet. Clean makeup doesn’t mean compromising on pigment, wear, or finish. In fact, some of the most innovative formulas in recent years have come from brands leading the clean beauty charge.
Before we dive into the 10 Best Clean Makeup Brands: Editor-Approved Picks (2025), let’s look at the key ingredients you should look out for and those you should avoid.
Clean Beauty Ingredient Glossary
Ingredients to Seek Out
- Hyaluronic Acid: Deeply hydrates by attracting water into the skin.
- Niacinamide: Calms redness, brightens tone, supports skin barrier.
- Squalane (plant-derived): Lightweight moisturiser that mimics skin’s natural oils.
- Shea Butter & Murumuru Butter: Rich emollients for soft, smooth skin.
- Mineral SPF (Zinc Oxide, Titanium Dioxide): Physical sun protection without harmful chemical filters.
- Oat Milk Extract: Soothes irritation and supports skin barrier function.
- Mica (ethically sourced): Adds luminous finish without synthetic glitter.
Ingredients to Avoid in Clean Beauty
- Parabens: Preservatives linked to potential hormone disruption.
- Phthalates: Often hidden in fragrance; linked to health concerns.
- Synthetic Fragrance: Can cause irritation, especially in sensitive skin.
- Talc (unless certified asbestos-free): Potential respiratory hazard.
- Formaldehyde-releasing Preservatives: Found in some older cosmetic formulas; potential carcinogen.
- Petrolatum (unless USP grade): Non-renewable resource; can be contaminated with harmful byproducts.
Pro Shopper’s Tip: When in doubt, check the brand’s ingredient list against a trusted resource like the Environmental Working Group (EWG) Skin Deep Database or the Yuka app. “Clean” is not legally regulated, so definitions can vary widely.
10 Best Clean Makeup Brands: Editor-Approved Picks (2025)
From luminous skin tints to buttery lip balms and artful eyeshadows, here’s my curated list of the ten best clean makeup brands — each with a hero product worth trying and a quick look at what makes them truly “clean.”
- Ilia — Super Serum Skin Tint SPF 40
- Kosas — Cloud Set Baked Setting Powder
- Westman Atelier — Eye Pods
- Hourglass — Ambient Lighting Blush
- Summer Fridays — Lip Butter Balm
- RMS Beauty — “Un” Cover-Up
- Ere Perez — Oat Milk Foundation
- Saie — Glowy Super Gel
- Tower 28 — Sculptino Bronzer
- Alima Pure — Satin Matte Foundation
1: Ilia — Super Serum Skin Tint SPF 40
Category: Foundation/Skin Tint
Why it’s clean: Ilia is known for radical ingredient transparency and eco-consciousness, using skin-nurturing actives like niacinamide, squalane, and hyaluronic acid. Free from parabens, phthalates, and synthetic fragrance, it’s also Leaping Bunny certified cruelty-free—and stocked in major clean beauty shops worldwide.
About the product: This cult-favorite hybrid sits somewhere between skincare, SPF, and makeup. Packed with niacinamide, squalane, and hyaluronic acid, it delivers a sheer-to-light coverage that evens tone and gives skin a radiant, dewy finish. The mineral sunscreen offers broad-spectrum SPF 40 protection, and the dropper bottle makes application a breeze.
Pro Tip: Warm a small amount between your fingertips before applying to ensure seamless blending and boost luminosity.
2: Kosas — Cloud Set Baked Setting Powder
Category: Setting Powder
Why it’s clean: Formulated with skin-friendly botanicals and free from talc, silicones, and fragrance, this powder is also dermatologist-tested to be non-comedogenic. It’s available in flagship clean beauty stores across the US, Major London retailers, and several French clean beauty sites.
About the product: Cloud Set lives up to its name — it’s airy, weightless, and never chalky. This baked powder blurs imperfections and sets makeup without altering your base or adding heaviness. It’s perfect for oilier areas while still letting skin look like skin.
Pro Tip: Use a light dusting on your T-zone and skip over your cheeks for a dewy, skin-like finish.
3. Westman Atelier — Eye Pods
Category: Eyeshadow
Why it’s clean: Founded by celebrity makeup artist Gucci Westman, this brand focuses on skin-friendly blends of plant oils, butters, and waxes, devoid of harsh synthetics. Their products are clean, cruelty-free, and sustainably packaged.
About the product: The Eye Pods are trios of velvety cream-powder shadows designed to be applied with fingers. The shades are wearable yet elevated, and the formula glides effortlessly while delivering serious colour payoff.
Pro Tip: For subtle dimension, apply the deepest shade near the lash line, the mid-tone across the lid, and tap the lightest into the inner corner.
4. Hourglass — Ambient Lighting Blush
Category: Blusher
Why it’s clean: Hourglass has committed to going fully vegan and cruelty-free, phasing out animal-derived ingredients like beeswax and carmine in favour of innovative plant or mineral alternative.
Their Ambient Lighting range, including this blush, is widely available internationally.
About the product: A hybrid of blush and glow, this talc-free, marbleized powder uses photoluminescent technology for a soft-focus effect. It combines the brand’s signature Ambient Lighting Powder with vibrant pigments for a soft-focus, lit-from-within flush. The finely milled texture blends effortlessly for a natural, radiant finish.
Pro Tip: Sweep across both apples and high points in one go with a swirl brush—this delivers beautifully diffused, natural warmth.
5. Summer Fridays — Lip Butter Balm
Category: Lip Balm/Gloss
Why it’s clean: Summer Fridays avoids mineral oil, parabens, and sulfates, uses recyclable packaging, and is completely vegan—making it a smart fill for clean-lip lovers across the globe. They also focus on recyclable packaging and gentle, nourishing ingredients.
About the product: Silky, hydrating, and sheer, this balm comes in tinted and clear versions. Packed with shea and murumuru butters, it’s a luxurious treat for your lips any time.
Pro Tip: Use it as an overnight mask—your lips will feel cushion-soft by morning.
6. RMS Beauty — “Un” Cover-Up
Category: Concealer/Foundation
Why it’s clean: RMS is known for food-grade, organic ingredients like coconut oil and cocoa seed butter, steering clear of synthetic preservatives.
About the product: A blendable, creamy concealer that doubles as light foundation. Infused with coconut oil and cocoa seed butter, it blends seamlessly and looks like real skin.
Pro Tip: Warm between your fingers before applying to make it glide like silk—especially kind to under-eye skin.
7. Ere Perez — Oat Milk Foundation
Category: Foundation
Why it’s clean: This Australian brand champions botanical-based formulas and ethical sourcing. Their products are cruelty-free, non-GMO, and free from synthetic fragrances and parabens.
Available in most international clean beauty portals.
About the product: The Oat Milk Foundation is a nourishing, medium-coverage liquid that soothes and hydrates while evening out skin tone. Oat milk is rich in antioxidants and calming compounds, making it ideal for sensitive or reactive skin.
Pro Tip: Mix in a drop of your favourite facial oil to customise hydration and glow—perfect for dry seasons.
8. Saie — Glowy Super Gel
Category: Liquid Highlighter/Glowy Tint
Why it’s clean: Saie creates high-performance formulas with a focus on sustainability and safe synthetics where necessary. Their products are free from known endocrine disruptors and are packaged in eco-friendly materials.
About the product: A water-based, dewy gel that can be worn solo, mixed into foundation, or tapped on as a highlighter. It gives skin a healthy, holographic gleam with no sparkle.
Pro Tip: Mix a pump into your face cream for an understated, lit-from-within base—ideal for no-makeup makeup days.
9. Tower 28 — Sculptino Bronzer
Category: Bronzer
Why it’s clean: Tower 28 is dedicated to sensitive skin-friendly formulas, following the National Eczema Association’s ingredient guidelines. All products are vegan and cruelty-free and avoid common irritants like fragrance, essential oils, and alcohol. All products are dermatologist-tested and hypoallergenic.
About the product: A silky, cream-to-powder bronzer that gives skin a natural warmth without harsh lines or orange tones, Sculptino is a creamy bronzer that blends effortlessly for natural-looking warmth and definition. It’s buildable, easy to work with, and never patchy.
Pro Tip: Use a tutored light hand and build slowly—bronzer should warm up, not muddy, your complexion.
10. Alima Pure — Satin Matte Foundation
Category: Foundation
Why it’s clean: Alima Pure is a mineral makeup brand committed to natural, non-toxic ingredients. Their products are vegan, cruelty-free, gluten-free, and free from parabens, synthetic dyes, and talc. They prioritize simple, skin-friendly formulations and eco-friendly packaging.
About the product The Satin Matte Foundation is a finely milled mineral powder foundation that offers buildable medium coverage with a natural matte finish. It’s long-wearing, lightweight, and suitable for all skin types, including sensitive skin.
Pro Tip: Use a dense kabuki brush to buff the powder in small circular motions for flawless, natural-looking coverage that lasts all day.
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Final Thoughts on
10 Best Clean Makeup Brands: Editor-Approved Picks (2025)
There you have it, the 10 Best Clean Makeup Brands: Editor-Approved Picks (2025): sold across key global markets, they’re as accessible as they are ethical.
Clean beauty isn’t just about cutting out questionable ingredients — it’s about embracing products that are thoughtfully made, kinder to our bodies, and often better for the planet. From the luminous skin-perfecting power of Ilia’s Super Serum Skin Tint to the nourishing comfort of Summer Fridays’ Lip Butter Balm, these ten brands prove that clean makeup can be every bit as chic and high-performing as its conventional counterparts.
Choosing from the best clean makeup brands ensures you don’t have to sacrifice radiance or style for clean ingredients and embracing clean makeup brands not only benefits your skin but supports a more ethical and sustainable industry.
Whether you’re new to clean beauty or already a devotee, these picks offer the perfect starting point to refresh your makeup bag without compromising on your values — or your look.
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I try to use only clean products and this post is such a helpful reference! Iila and Kosas are two of my favorites!
Jill – Doused in Pink
Thank you Jill. They are two of my favourites as well! I was only recently introduced to the Summer Fridays Lip Balm and I love that too!
Thanks for sharing all of these great products! I need to try some of them!
I have tried them all and I can definitely recommend them. I have an app called ‘Yuka’ which gives me a rating for how clean products are but I’m not sure if the app is available in the US.
Threw out all the cosmetic stuff a few years ago…don’t want any or very little of chemicals on my daily routines..now I am only using tallow soap, tallow cream and caster oil.
I agree to eliminating or reducing chemicals in daily routines, which is why I have been researching clean beauty and focusing on the ingredients. I have honestly found some great products that don’t contain any “nasties”.
I just pinned this post so I can come back to it, Julia!! Out of all of the posts I’ve read about clean beauty products, I’ve never seen one that broke down what to and not to look for on the ingredients list, and give you all the best specific products to choose from. I love this so much and is so helpful for someone like me that wants clean products, but I don’t know a ton about what to avoid specifically!
Wishing you a wonderful day my friend!
Make Life Marvelous
Thank you Ashley. I’m so glad that you found this post helpful. I have been making a really conscious effort to switch to clean beauty (skincare as well as makeup so I will be sharing my clean beauty skincare faves soon too!) xo