The beauty industry continues to evolve as more consumers demand cleaner, eco-conscious, and skin-friendly options. In 2025, natural makeup is no longer a niche—it’s a movement. With innovative formulations, sustainable packaging, and inclusive shade ranges, many brands are stepping up to redefine beauty. Here are the top natural makeup brands that are set to make a major impact in 2025.
1. Ilia Beauty
Ilia continues to lead the charge in clean beauty innovation. Known for its skin-centric formulas that blend skincare and makeup, Ilia’s cult favorites like the Super Serum Skin Tint and Limitless Lash Mascara are beloved by beauty experts and casual users alike. Expect expanded shade ranges and SPF-infused formulas in 2025.
2. RMS Beauty
Founded by makeup artist Rose-Marie Swift, RMS Beauty focuses on raw, food-grade ingredients. Their Un Cover-Up Concealer and Living Luminizer are classics in the natural makeup world. The brand is expected to push further into refillable packaging and pro-level formulations in 2025.
3. Kjaer Weis
Kjaer Weis is redefining luxury natural beauty. With high-performance, organic ingredients housed in sleek, reusable metal compacts, this brand is a favorite among sustainability advocates. In 2025, look out for new multitasking cream formulas and extended clean certifications.
4. 100% Pure
With an emphasis on fruit-pigmented cosmetics, 100% Pure offers truly clean formulations with minimal preservatives and synthetic ingredients. From mascaras to lipsticks, their vibrant, natural hues will continue to grow in popularity, especially as more users prioritize ingredient transparency.
5. Alima Pure
This minimalist mineral makeup brand is beloved for its foundation powders and customizable palettes. With refillable compacts and eco-packaging, Alima Pure is poised to expand its shade offerings and complexion products in 2025.
6. Ere Perez
Ere Perez combines natural botanicals with performance-driven makeup. Their Oat Milk Foundation and Carrot Color Pots have gained a cult following. In 2025, anticipate launches focused on antioxidant-rich ingredients and lightweight textures perfect for humid climates.
7. Tower 28 Beauty
This accessible clean beauty brand bridges the gap between affordability and performance. With allergy-tested and sensitive skin-friendly products, Tower 28’s BeachPlease Cream Blush and ShineOn Lip Jelly are staples. 2025 will likely bring more multifunctional and travel-friendly additions.
8. Juice Beauty
A pioneer in organic makeup, Juice Beauty combines clinically validated skincare with makeup infused with fruit stem cells and botanical extracts. Expect the brand to make waves in 2025 with more hybrid products and bold pigmentation using only natural dyes.
9. Well People
Well People’s dermatologist-developed formulas are EWG-verified and wallet-friendly. The brand focuses on inclusivity, ease of use, and clean formulations. In 2025, look for new complexion products and improved sustainability efforts.
10. Beautycounter
Known for lobbying for safer beauty laws and promoting transparency, Beautycounter remains a leader in clean cosmetics. Their performance-oriented makeup line is expanding with long-wear options and high-performance skincare-makeup hybrids designed for daily wear.
Final Thoughts
In 2025, the natural makeup landscape is defined by more than just “clean” ingredients—it’s about ethical sourcing, sustainability, and efficacy. Whether you prefer minimal tints or buildable coverage, these brands offer something for everyone who values both beauty and health. Keep an eye on them—they’re shaping the future of cosmetics, naturally.