Top 10 Makeup Brands in 2025: What Makes Them Stand Out
The makeup industry continues to evolve rapidly in 2025, with brands gaining recognition for innovations in inclusivity, clean beauty, viral performance, and social resonance. Based on brand performance indexes, editorial rankings, and audience engagement metrics, here are the top makeup brands you need to know this year.
1. Huda Beauty
Why it’s #1: Huda Beauty leads all makeup brands with over 67 million followers and unmatched engagement rates. (It ranked #1 in search volume and social buzz). Celebrated for its richly pigmented, long-wearing formulas like the Easy Bake powder and Faux Filter concealer, Huda Beauty remains a favorite with consistent innovation and international appeal.
View this post on Instagram
2. Fenty Beauty
What makes it iconic: Rihanna’s brand famously launched with 50 Pro Filt’r foundation shades and has continued to define inclusivity in makeup. Fenty consistently ranks in the top 3 of brand searches and remains influential across culture and social media
View this post on Instagram
3. NYX Professional Makeup
Why it ranks high: A subsidiary of L’Oréal, NYX is recognized for viral, affordable product drops and cruelty-free cosmetics, offering accessible performance across global retail markets
View this post on Instagram
4. Rare Beauty
Why it’s trending: Founded by Selena Gomez in 2020, Rare Beauty has rapidly grown to a $2.7 billion valuation by 2025. It’s delivered strong social media performance as the fastest-growing celebrity beauty brand Renowned for its liquid blushes and inclusive branding, Rare Beauty is consistently featured as a favorite by beauty editors and audiences alike.
View this post on Instagram
5. Charlotte Tilbury
What sets it apart: A consistent favorite in editorial reviews, Charlotte Tilbury’s Airbrush Flawless Foundation and Lip Cheat lip liners remain celebrated splurges in publications. Despite shifts in social media momentum, it retains prestige through Hollywood glam formulas and longevity among pro makeup artists
View this post on Instagram
6. Hourglass
The glow-with-consciousness choice: Known for vegan, cruelty-free luxury, Hourglass shines with products like the Ambient Lighting Palette and Vanish Airbrush Concealer. Its formulas help it stand out in the sustainability-forward beauty landscape. Its ethical branding and favorite performance have earned it consistent editorial praise in beauty titles and influencer content
View this post on Instagram
7. NARS
Why it’s essential: With icons like Orgasm Blush and radiant concealers, NARS remains a fixture in pro makeup kits. Often described as “bold classics,” its timeless, pigmented formulas continue to influence editorial picks and consumer favorites
View this post on Instagram
8. Dior Beauty
What defines it: With an emphasis on high-performance hybrid skincare makeup, Dior’s Teint Idole foundation and innovative blushes make it stand out among luxury beauty brands. While its brand searches fall slightly behind newer viral brands, its legacy and trust remain strong in prestige segments
View this post on Instagram
9. MAC Cosmetics
Why it’s classic: A heritage brand beloved by professionals since the 1990s, MAC’s lip liners, foundations, and pigments are constantly resurfacing as trending picks. Winner of multiple high-fashion and performance editor awards, MAC remains a reliable fixture in media and pro makeup circles
View this post on Instagram
10. e.l.f. Cosmetics
Why it’s great: With most products under $10, e.l.f. packs high utility and accessibility into vegan, cruelty-free formulas. Consumers and editors praise its inclusivity, accessibility, and surprising quality—making it one of the most influential mass brands of 2025
View this post on Instagram
Summary Table
| Brand | Why It Stands Out | Notable Products |
|---|---|---|
| Huda Beauty | Most searched & followed brand Q1 2025 | Baking powder, Faux Filter concealer |
| Fenty Beauty | Inclusivity pioneer, viral reach | Pro Filt’r foundation, Gloss Bomb |
| NYX | Affordable, TikTok viral, cruelty-free | Epic Ink liner, budget essentials |
| Rare Beauty | Fastest-growing celeb brand, mental health focus | Liquid blush, Hydra powder |
| Charlotte Tilbury | Editorial favorite, red carpet trusted | Airbrush Foundation, Lip Cheat |
| Hourglass | Vegan glow formulas, ethical branding | Ambient lighting palette |
| NARS | Bold pro formulas, iconic shade names | Orgasm blush, Radiant concealer |
| Dior Beauty | Luxury skincare-hybrid makeup | Teint Idole foundation |
| MAC Cosmetics | Legacy pro brand, touring viral again | Lip liner, MACFix powder |
| E.l.f. Cosmetics | Ultra affordable, viral content presence | Makeup essentials under $10 |
Final Thoughts
As of mid-2025, these ten brands represent the intersection of cultural relevance, product performance, inclusivity, sustainability, and affordability. Whether you’re targeting professional artistry (MAC, Dior) or viral Gen Z beauty (Huda, e.l.f., Rare), each brand provides proven value and consistent visibility in media and consumer space.
