Clean Beauty 2025: The Best Non-Toxic Makeup Brands & Shopping Tips

If you’ve ever stood in a beauty aisle wondering which “clean” claims are real, this list is for you. Researching each brand can feel overwhelming, so I created this guide to help you know which brands you can trust. Consider it a shortcut to a cleaner, safer beauty routine, no endless label reading required. These brands deliver gorgeous color and skin-loving formulas while keeping ingredient standards high.

Why Non-Toxic Makeup Matters

Most of us don’t realize how many chemicals touch our skin before lunch. From shampoo to body lotion to makeup, studies show the average woman exposes herself to over 150 different chemicals a day. While not every ingredient is harmful, many conventional formulas still contain substances linked to hormone disruption, allergies, or long-term health issues.

Your skin is your body’s largest organ, and it absorbs a portion of what you put on it every day. Many conventional cosmetics contain endocrine-disrupting chemicals (EDCs) such as parabens, phthalates and synthetic fragrances.

EDCs can interfere with your body’s natural hormone signals, and research links long-term, repeated exposure to potential health concerns like:

• Reproductive issues (irregular cycles, fertility challenges)
• Thyroid dysfunction, which can affect metabolism and energy
• Increased risk of hormone-related cancers such as breast or ovarian cancer
• Metabolic changes, including weight gain and insulin resistance

One swipe of lipstick won’t cause illness, but daily exposure from multiple products adds up, especially when combined with chemicals in food, cleaning supplies, and the environment.

Common ingredients to avoid & why

• Parabens: Preservatives linked to potential hormone disruption.
• Phthalates (often hidden as “fragrance”): May impact hormone balance.
• Formaldehyde-releasing preservatives: Known carcinogens.
• Synthetic Fragrances: Can contain undisclosed chemical blends that trigger allergies, asthma, and skin irritation.
• Talc: Sometimes contaminated with asbestos; inhalation can irritate lungs and raise long-term health concerns.
• Toluene: A solvent that can affect respiratory and nervous systems.
• Heavy metals (lead, mercury): Accumulate in the body over time and can be toxic.

Lowering Your Daily Toxic Load

Switching to clean beauty helps reduce your “toxic load,” the cumulative amount of potentially harmful chemicals your body absorbs over time. Our livers and kidneys work hard to filter everything we breathe, eat, and apply to our skin. Giving those organs a break can mean:

• Healthier skin barrier with less irritation and breakouts.
• Better hormone balance, thanks to avoiding endocrine disruptors like parabens and phthalates.
• Lower overall chemical exposure, supporting long-term wellness.

Small swaps matter. You don’t have to overhaul your entire routine overnight. Replacing even two or three products, like your daily foundation or lipstick, can significantly cut your chemical exposure. Think of it as cleaning up your diet, but for your cosmetics bag: every single cleaner choice lightens the load your body has to process each day.

My Favorite Clean Beauty Brands

Below are the brands I reach for again and again, with their stories, hero products, and shopping info.

1. Merit Beauty

• Vibe: Minimalist, five-minute makeup.
• About: Founded in 2021 by Katherine Power to simplify beauty routines.
• Why It’s Clean: EU-standard ingredient restrictions, recyclable packaging, Leaping Bunny–certified.
• Hero Products: Flush Balm Blush, The Minimalist Complexion Stick.
• Where to Shop: Sephora, meritbeauty.com.

2. Saie

• Vibe: Radiant skin meets skincare science.
• About: Launched in 2019 to merge skincare actives with makeup.
• Why It’s Clean: No parabens, phthalates, or synthetic fragrance; carbon-neutral shipping and refillable packaging.
• Hero Products: Glowy Super Gel, Slip Tint Concealer.
• Where to Shop: Sephora, saiehello.com.

3. Ilia

• Vibe: High-performance color + skincare benefits.
• About: Vancouver-based pioneer proving clean can rival luxury cosmetics.
• Why It’s Clean: Organic botanicals, responsibly sourced mica, sustainable packaging; 1% for the Planet member.
• Hero Products: Limitless Lash Mascara, Cheek & Lip Tint.
• Where to Shop: Credo, Sephora, iliabeauty.com.

4. Well People

• Vibe: Affordable, plant-powered classics.
• About: Started in Austin in 2008 by a makeup artist, a dermatologist, and a wellness entrepreneur.
• Why It’s Clean: EWG-verified formulas, organic botanicals, cruelty-free.
• Hero Products: Bio Stick Foundation, Expressionist Mascara.
• Where to Shop: Amazon, Ulta, wellpeople.com.

5. RMS Beauty

• Vibe: Dewy, editorial glow.
• About: Founded by makeup artist Rose-Marie Swift after health issues linked to cosmetic toxins.
• Why It’s Clean: Food-grade, raw, and organic ingredients with minimal processing.
• Hero Products: Living Luminizer, “Un” Cover-Up.
• Where to Shop: Credo, Nordstrom, Ulta.

6. Kosas

• Vibe: Makeup that doubles as skincare.
• About: Created by Sheena Yaitanes to blend actives with bold, wearable color.
• Why It’s Clean: Clinically active botanicals, recyclable packaging, third-party safety testing.
• Hero Products: Revealer Concealer, Wet Lip Oil Gloss.
• Where to Shop: Credo, Sephora, Nordstrom.

7. Tower 28

• Vibe: Fun, beachy, dermatologist-approved for sensitive skin.
• About: Amy Liu developed this line for eczema-prone skin.
• Why It’s Clean: National Eczema Association–approved, fragrance-free, hypoallergenic.
• Hero Products: ShineOn Lip Jelly, BeachPlease Cream Blush.
• Where to Shop: Credo, Sephora.

8. Westman Atelier

• Vibe: Luxe artistry with a conscience.
• About: Celebrity makeup artist Gucci Westman fuses skincare ingredients with couture-level textures.
• Why It’s Clean: EU-standard ingredient vetting, sustainably sourced pigments, recyclable packaging.
• Hero Products: Baby Cheeks Blush Stick, Vital Skin Foundation Stick.
• Where to Shop: Credo, Sephora, westman-atelier.com.

9. Ogee

• Vibe: Organic, spa-like indulgence.
• About: Founded by former Burberry execs to create USDA-certified organic luxury cosmetics.
• Why It’s Clean: Every product is USDA Organic, cruelty-free, and sustainably packaged.
• Hero Products: Sculpted Face Stick, Tinted Lip Oil.
• Where to Shop: Nordstrom, ogee.com.

10. 100% Pure

• Vibe: Fruit-pigmented color and antioxidant-rich skincare.
• About: California-based pioneers who use natural fruit pigments instead of synthetic dyes.
• Why It’s Clean: USDA-certified organic where possible, vegan, cruelty-free, and free of synthetic chemicals and fragrances.
• Hero Products: Fruit Pigmented Lip Gloss, Coffee Bean Caffeine Eye Cream.
• Where to Shop: Revolve, Amazon.

My Quick Safety Check

Personally, if I am unsure about a product, I like to check the Environmental Working Group (EWG) Skin Deep® database. It’s an easy way to see ingredient scores and learn which formulas are safest.

It’s also worth noting that not every product from a “clean” brand is truly non-toxic, even the best companies sometimes release items with ingredients I prefer to avoid.

The Bottom Line

Switching to clean beauty doesn’t have to be all or nothing, every single swap counts. Whether you start with a new lipstick or overhaul your entire makeup bag, these trusted brands make it easy to glow without the guesswork.

Here’s to a makeup routine that loves your skin AND your health!

Your Turn!
What’s your ride-or-die clean makeup product? Drop your favorite picks in the comments, I’m always looking for my next holy-grail find.

Gina