Many people are becoming more aware that concerns such as hormone imbalance, sensitive skin, breakouts, and irritation may be connected, at least in part, to the products they apply to their face every day.
As “clean” beauty becomes more mainstream, shoppers are also learning that many conventional makeup products can contain questionable ingredients. Some of these chemicals may contribute to or worsen health concerns such as endocrine disruption, increased skin sensitivity, diminished ovarian reserves, and even cancer.
The good news is simple:
- Switching to safer makeup is one practical way to reduce everyday toxic exposure.
- There are now many clean makeup brands that offer safer formulas without sacrificing performance.
This guide highlights non-toxic makeup brands that are easier to shop, enjoyable to use, and made with ingredient standards that go beyond conventional beauty.
What this Guide Covers:
- Distinguishing Between “Natural,” “Organic,” and “Clean” Cosmetics
- My Picks for Non-Toxic Makeup Brands (that are affordable & perform well)
- 1. Ilia
- 2. rms beauty
- 3. 100% Pure
- 4. Honest
- 5. W3LL People
- 6. Axiology
- 7. Jones Road
- 8. Juice Beauty
- 9. Tower 28 Beauty
- Even more non-toxic makeup brands to try
- Or… Check out these clean beauty marketplaces!
This guide contains affiliate links, which means we may earn a commission if you choose to make a purchase. Not every link is affiliate-based, and all recommendations are genuine. Featured Image Credit: rms beauty
Distinguishing Between “Natural,” “Organic,” and “Clean” Cosmetics
The terms “natural,” “organic,” “non-toxic,” and “clean” are often used as if they mean the same thing. They are related, but there are important differences to understand before choosing clean makeup products.
- Natural cosmetics contain only natural ingredients.
- Organic cosmetics are made primarily with certified organic ingredients. However, not every ingredient can be certified organic, especially those that are mined or sourced from the earth rather than grown and harvested.
- Products labeled “100% organic” must be made only with organically produced natural ingredients and processes, except for water and salt. Many makeup brands, however, use a combination of natural and organic ingredients.
- “Non-toxic” and “clean” cosmetics are broader categories. They can include natural and organic products, but they may also contain carefully selected synthetic ingredients that are considered safer.
- The challenge is that there is no single legal or universal definition of “clean” or “non-toxic.” Each brand may define clean beauty a little differently, which can make shopping confusing.
In general, clean makeup avoids common toxic ingredients that raise health or environmental concerns. Most non-toxic makeup brands publish a list of banned ingredients, and the ingredients listed here are some of the main ones to watch for.
Choosing between fully natural makeup and clean makeup that includes safer synthetics is a personal decision. One is not automatically better than the other. It depends on your skin, your values, your budget, and the type of performance you expect from your products.
For that reason, this guide focuses on clean and non-toxic makeup brands that may use safe synthetic ingredients. If you prefer products that are completely natural or organic, this separate guide covers those options.
My Picks for Non-Toxic Makeup Brands (that are affordable & perform well)
Below are several non-toxic makeup brands that balance safer ingredient standards with strong performance. These brands offer products that are practical for everyday use, from foundation and mascara to lip color, blush, and multi-use balms.
Some of the brands listed below use synthetic dyes and/or phenoxyethanol, a preservative used in some cosmetics. Some shoppers are comfortable with these ingredients, while others prefer to avoid them. Notes are included where relevant so you can make the choice that best fits your standards.
1. Ilia
What makes it different: Ilia offers one of the broader clean makeup collections, and many of its products have a large number of customer reviews to help you evaluate performance before buying.
Although Ilia also sells skincare, the brand is especially known for makeup designed to support the skin while you wear it. Many formulas include ingredients such as hyaluronic acid, niacinamide, and plant-based squalane, which can help skin feel hydrated, balanced, and comfortable.
*Uses phenoxyethanol and some D&C colors.
2. rms beauty
What makes it different: rms beauty has a large product range and many customer reviews, making it easier to find clean makeup options for different skin tones, preferences, and routines.
Like the other clean beauty brands featured here, rms beauty does not test on animals. The brand also follows its own clean ingredient standards and prohibits more than 2,700 ingredients from its formulas to help maintain product safety.
You can also book a consultation for free makeup advice from their artists, which can be helpful if you are trying to choose shades or build a clean makeup routine.
*Uses some D&C colors.
3. 100% Pure
What makes it different: 100% Pure uses many plant-based ingredients across its makeup, skincare, and haircare collections.
Many of the brand’s products are formulated with mineral, plant, and/or marine vegetation ingredients that have undergone natural processes such as distillation, cold pressing, or fermentation. This makes 100% Pure a good choice for shoppers who prefer formulas that lean strongly toward naturally derived ingredients.
The brand offers more than makeup, so it may be convenient if you want to shop clean beauty products for multiple parts of your routine in one place.
4. Honest
What makes it different: Honest is one of the more affordable and accessible non-toxic makeup brands, and it is available at major retailers such as Target.
Founded by Jessica Alba, Honest Beauty focuses on safer, sustainable, and cruelty-free ingredients. The brand has a No List of more than 3,500 chemicals it does not use in its products. Its makeup is designed to be approachable, affordable, and effective for everyday wear.
Celia’s review: Honest Beauty’s Tinted Lip Balm in Blood Orange is a favorite for daily use. It gives a subtle, fresh wash of color and feels creamier and more hydrating than a traditional lipstick, especially during dry seasons.
Abbie’s review: Honest has been a reliable option over the years. The mascara, which includes a primer on the other end, is a standout, along with the lip colors and skincare products. It is also convenient that Honest Beauty is easy to find in big-box stores. You can read the in-depth Honest review here.
*Uses phenoxyethanol and some D&C colors, but sparingly. For example, phenoxyethanol appears to be used in their Calm & Porefect Serum.
5. W3LL People
What makes it different: More than 100 W3LL People products are EWG Verified.
W3LL People is a strong option if you want affordable clean makeup that is relatively easy to find. The brand is also sold at Target, which makes it more accessible than many niche clean beauty brands.
Celia’s take: The Expressionist Volumizing Mascara in brown is a great choice for a softer, more understated look. It creates long, clump-free lashes and does not flake throughout the day. It is one of the first brown mascaras tested and remains a favorite.
*Uses some D&C colors.
6. Axiology
What makes it different: Axiology stands out for its low-waste, plastic-free approach.
If sustainable packaging is a priority, Axiology is worth considering. The brand’s packaging is 100% plastic-free, which makes it especially appealing for anyone trying to reduce waste in their beauty routine.
Axiology offers crayon-style lip colors and multi-purpose balms made with naturally derived ingredients. These products are designed to deliver rich color while being easy to use on the lips, cheeks, and eyes.
The brand is vegan, cruelty-free, and focused on creating more earth-friendly beauty products.
Abbie’s review: Axiology’s “balmies” have been a go-to for years. They really can be used on the eyes, cheeks, and lips in one quick routine. They are especially useful on lighter makeup days when you want a bit of color without doing a full face. The main downside is that the product can crease on the eyelids after a few hours of wear.
Code: THEFILTERY for 20% off.
7. Jones Road
What makes it different: Jones Road was founded by professional makeup artist Bobbi Brown.
Bobbi Brown created Jones Road with the idea that the beauty industry needs better products, not simply more of them. The brand bans more than 2,700 chemicals from its formulas and does not test its products on animals.
The collection is designed to be multi-functional, wearable, and high-performing, making it a good option for people who prefer a streamlined makeup routine with versatile products.
*Uses phenoxyethanol and some D&C colors.
8. Juice Beauty
What makes it different: Juice Beauty offers many skincare products, including anti-aging options, so it may be convenient if you want to buy both makeup and skincare from the same brand.
Juice Beauty uses a “farm-to-beauty” approach and focuses on safe, cruelty-free, and sustainable products. The brand publishes an unacceptable ingredient list that identifies chemicals it avoids in its formulas.
The makeup range is not as extensive as some other clean makeup brands in this guide, but it covers the essentials and may work well for anyone who wants a simple, cleaner beauty routine.
9. Tower 28 Beauty
What makes it different: Tower 28 Beauty has a fresh, modern feel and is especially popular with younger clean beauty shoppers.
Tower 28 Beauty is one of the newer brands in the clean makeup space. Its products are made without common sensitizing irritants and are designed to be suitable for sensitive skin. The brand follows the National Eczema Association’s Ingredient Guidelines.
The formulas emphasize calming ingredients that are intended to work well for easily irritated skin types. Tower 28 products are also cruelty-free and vegan.
*Uses phenoxyethanol and some D&C colors.
Even more non-toxic makeup brands to try
If you are still looking for the right clean makeup brand, these additional options may be worth exploring:
- Alima Pure
- Crunchi
- Kosas
- Shaklee
Or… Check out these clean beauty marketplaces!
Not every product in these online stores can be guaranteed to meet the same exact standards, but clean beauty marketplaces can be helpful if you want a convenient place to browse multiple non-toxic makeup brands. Each of the retailers below has ingredient standards designed to avoid many of the most concerning chemicals, including phthalates and other commonly restricted ingredients.
- Credo Beauty
- The Detox Market
- Grove Co.
- Well.ca (if you’re in Canada)
- Content (if you’re in the UK/EU)