The beauty industry is a dynamic and ever-evolving landscape, constantly adapting to the changing needs and preferences of consumers. As we approach 2024, it’s clear that the industry is embracing diversity and inclusivity more than ever before, while also prioritizing skincare. This article presents an expert-vetted list of the best makeup brands for 2024, showcasing a range of companies that are setting new standards in the industry.
From established global brands to innovative startups, these companies are redefining beauty with their unique products and commitment to quality. Whether you’re a makeup enthusiast or a professional in the industry, this comprehensive guide offers valuable insights into the top makeup brands to watch out for in 2024.
Editor’s Top Choice: Traceless Foundation Stick
Tom Ford Beauty is a luxury brand renowned for its collection of cosmetics and fragrances. The brand was first introduced by Estée Lauder Companies (ELC) in 2006, reflecting the singular vision of modern glamour by its founder, Tom Ford. The products are crafted with the ultimate in quality and luxury, embodying Ford’s unique perspective on elegance and style. In 2004, Ford and his business partner Domenico de Sole launched a cosmetics line, marking the inception of the Tom Ford retail brand concept. In 2020, Estée Lauder completed its acquisition of the Tom Ford brand, becoming the sole owner of all its intellectual property.
Rinna Beauty is a luxury makeup and beauty brand created by actress Lisa Rinna. The brand, which has been nearly a decade in the making, reflects Rinna’s personal style and taste. Rinna Beauty offers a range of products including lip kits, lipsticks, and lip glosses. The brand has seen significant success since its launch in Fall 2020, with 25% sales gains month-over-month and projected sales of $10 million for the year.
Editor’s Top Choice: Lip Kits, Eyeshadow Kits and Lip Oil
IL Makiage is a New York-based, tech-focused beauty brand that was founded in 1972 by makeup artist Ilana Harkavi. The company was relaunched in 2018 by Oran Holtzman and Shiran Holtzman-Erel after L Catterton purchased a minority stake for $29 million. Dmitri Kaplun currently serves as the CEO. IL Makiage uses AI and machine learning to match users with beauty and skincare products. The company has made several acquisitions to enhance its technology, including Israeli AI company NeoWize Inc. and computer vision startup Voyage81.
Editor’s Top Choice: Next Gen Full Coverage Foundation and Hydrating Setting Spray
Founded in 1952 by designer Hubert de Givenchy, Givenchy Beauty is a renowned French luxury fashion and perfume house. The brand is known for its haute couture and ready-to-wear clothing, accessories, perfumes, and cosmetics. Givenchy’s style is characterized by elegance and simplicity, often standing in contrast to the fashion trends of the time. The brand is currently owned by luxury conglomerate LVMH.
Editor’s Top Choice: Le Rouge Sheer Velvet
CoverFX is a cosmetics brand that was acquired by AS Beauty in its fourth major acquisition since 2019. Born in a Toronto clinic specializing in skin issues and sensitivities, CoverFX products were developed to treat and cover every skin type. The acquisition of CoverFX increased the parent company’s size by 20% and was expected to boost overall revenue by 40% by 2023.
Editor’s Top Choice: Total Cover Cream Foundation
CTZN Cosmetics is a brand that was launched in 2019 by three LA-born Muslim sisters—Aleena, Aleezeh, and Naseeha Khan. CTZN Cosmetics is dedicated to creating the perfect shades for all complexions. Their products are cruelty-free, vegan-friendly, and extensively tested across all skin tones and undertones. The brand’s Nudiversal Lip Duo, an award-winning dual-ended product offering both matte lipstick and hydrating lip gloss, is a testament to their commitment to inclusivity.
Editor’s Top Choice: Nudiversal Lip Duo
Black Radiance is a renowned beauty brand that has been serving the cosmetic needs of women of color for over three decades. Established in 1993, the brand has dedicated itself to uplifting the inner beauty and outer allure of women of color, celebrating their heritage and perspectives both globally and within their communities. The brand’s product line is specifically designed to cater to the unique needs of black and brown skin tones, offering a diverse range of colors and tones that enhance their natural beauty. From dramatic eyeshadow colors to foundations and blushes that complement dark skin tones, Black Radiance’s products are always cruelty-free and glow on dark and black skin.
Editor’s Top Choice: True Complexion Contour Palette and Baked Blush
Range Beauty, is a brand that was formed to cater to people of all skin tones, types, and genders who have felt left out or underrepresented. Range Beauty combines skincare with makeup, providing a range of shades for melanin-rich, acne, and eczema-prone skin. The brand ended 2020 with about $330,000 in revenue and is expanding its reach through platforms like Amazon.
Editor’s Top Choice: True Intentions Hydrating Foundation and Bali Face & Body Glow
Chanel Beauty is a division of the luxury fashion house Chanel, known for its women’s ready-to-wear, luxury goods, and accessories. The brand is particularly famous for its No. 5 perfume and the “Chanel Suit”. Chanel Beauty also licenses its name and branding to Luxottica for eyewear.
Editor’s Top Choice: Rouge Coco Lipstick and Highighters
Winky Lux, based in New York City, is known for its clean, cruelty-free products and joyful approach to beauty. The brand’s Glimmer pH Lip Balm, which provides subtle shimmer and personalized pink color while hydrating the lips, is a standout product. Winky Lux’s commitment to sustainability is evident in their plastic-neutral and thoughtfully sourced products.
Editor’s Top Choice: Cheeky Rose Cream Blush and pH Lip Balm
Omolewa Cosmetics is a Washington D.C.-based makeup brand that empowers women through bold life and looks. The brand has garnered significant popularity, with over 4,000 likes on its Facebook page and a strong community presence.
Editor’s Top Choice: Face Your Fears – an iFace Palette
Urban Decay is a makeup brand known for its expressive longwear makeup. The brand was started in 1996 from co-founder Wende Zomnir’s Laguna Beach bungalow and has since become a global makeup brand owned by L’Oréal. Urban Decay’s radically lasting and pigmented makeup liberates fearless expression, with products like the 24/7 Eyeliner, the iconic All Nighter Setting Spray, and Naked Palettes.
Editor’s Top Choice: All Nighter Waterproof Setting Spray
Lise Watier is a Canadian prestige cosmetic company and brand, launched in 1972 by Madame Lise Watier. The company started 40 years ago and has been purchased by another local cosmetics and skincare heavyweight, Groupe Marcelle, making it the largest Canadian company in the beauty industry. Lise Watier, an only child, grew up in Montreal and made feminine beauty her life’s work.
Tonal Cosmetics offers a unique blend of skincare actives and sun protection. Their medium buildable coverage foundation is a prime example, featuring five types of Hyaluronic Acid for skin hydration and a patented blend of sebum-reducing actives for a long-lasting, natural matte finish.
Editor’s Top Choice: Skin Perfecting Foundation
The name M2U stands for Makeup 2 You, reflecting the brand’s commitment to its customers. M2U NYC prides itself on being a makeup brand that deviates from the norm, offering a unique New York City vibe to its products. The brand’s journey began with a frustration towards the exorbitant markups traditional beauty brands placed on their products. This led to the creation of M2U NYC, a brand that eliminates unnecessary costs, making high-quality, vegan, cruelty-free makeup accessible to all.
Editor’s Top Choice: Liquid Eyeliner
Hi Beautiful You is a new brand in the beauty industry, launched by Richard Anderson, the founder of Per-fékt. Anderson returned to the beauty industry after consumer healthcare company Synergy CHC purchased Per-fékt from Cosmetic Design Group. At its peak, Per-fékt generated $4 million in annual sales. Hi Beautiful You aims to sell fast-acting makeup products.
Editor’s Top Choice: Skin Perfecting Conceal and Skin Perfecting Tint
Voodoo Makeup is a beauty brand known for its Coconut Cream Foundation. The brand focuses on using only the best natural ingredients available to promote beauty and skincare as one. The foundation formula is the first of its kind, offering a supple texture and promoting skincare alongside beauty.
Editor’s Top Choice: Bronzée Powder Bronzer
SeneGence is a privately owned network marketing company that develops personal care products sold through an independent sales network. SeneGence takes product formulation to a new level with their revolutionary lines of skincare and cosmetics, based on the SenePlex® anti-ageing complex of ingredients and the latest technologies. The brand is committed to no animal testing, ensuring their products are as kind to animals as they are to your skin.
Editor’s Top Choice: MakeSense Original Foundation
Didi Beauty, founded by Doyinsola Afolabi in 2018, is a rapidly growing African cosmetic brand. Born and raised in Nigeria, Afolabi was introduced to the art of makeup by her father. She later became a makeup artist and, unsatisfied with the available products for women of color, she sought to create an all-inclusive, high-quality yet affordable makeup product. Didi Beauty now boasts over 200 distributors across three continents and thousands of products sold.
Editor’s Top Choice: Browgasm Brow Pencil