The 12 best clean makeup brands we reviewed

We’re living in a “greenwashed” world, and things are often not what they seem to be. Since about 2017 (when the clean beauty movement exploded) it’s become more and more difficult to discern truly clean beauty products from their greenwashed counterparts — those simply relying on terms like “natural” in the title or pastel-y, minimalist packaging to evoke a feeling of “good for you” beauty…without actually being good for you.

Even in a universe of beauty where ingredients can sound like a science experiment, these clean makeup brands are like a breath of fresh air. We’re talking about formulations that steer clear of the nasty stuff, cruelty-free testing, and packaging that’s not just pretty but easy on Mother Earth.

“Greenwashing is when a brand uses misleading language or imagery to seem more sustainable or ‘non-toxic’ than they actually are,” Christina Ross, director of science and policy at Credo Beauty, whose career revolves around product safety, sustainability and transparency. “‘Non-toxic,’ ‘natural’ and ‘eco-friendly’ don’t mean much without real standards behind them.”

According to Ross, the best way to tell if a product is actually clean is to look for standards that are scientifically backed, like the Credo Clean Standard, and see how the companies talk about how their products adhere to those standards. “If a company is saying something too good to be true, it probably is,” she added. 

I’ve been testing beauty products for five years and it wasn’t until the past few years when I really started paying attention to ingredients. However, just because cruelty-free is slapped onto the packaging, doesn’t mean it’s a good-for-you product.

It’s the end product that matters, and it certainly takes trial and error to understand which are the most long-lasting, hydrated or flattering on your skin type. As someone with sensitive and combination skin (aka, I’m an Oreo of dry and oily skin), my epidermis is a little bit of everything. That’s why you’ll find detailed review notes on each brand and individual products that are worth shopping for — stat.

“Clean beauty is about progress, not perfection. It’s not just a trend — it’s a movement pushing the beauty industry toward safer, more sustainable and more transparent practices,” Ross highlighted. “At Credo Beauty, we challenge brands to do better and created our Credo Clean Standard where we truly define clean. 

Best Clean Makeup Brands

Axiology

Axiology is a cruelty-free, vegan makeup brand founded on the principles of sustainability and clean beauty. The brand is best known for its high-quality lip products, which are formulated using natural, organic ingredients. Its lipsticks are some of the most beautifully pigmented options that are clad with a moisture-matte fragrance. Its products are also free from synthetic dyes, parabens and phthalates, so it’s safe for you and the environment.

The brand has built a loyal following by offering luxurious, highly products that cater to those who value both beauty and the ethics from which they were derived. If you couldn’t already tell, the brand stands out in the beauty world because of its commitment to minimalism, both in terms of ingredients and packaging. Axiology’s products are carefully crafted with fewer but more effective ingredients, which is ideal for consumers who are conscious of what goes into their skincare and makeup.

On that note, its lipsticks are housed in recyclable or compostable packaging, which further reduces their carbon footprint. Axiology’s dedication to eco-friendly practices is a core part of their ethos, and the products look stunning once applied.

Take the Axiology Lip-to-Lid Balmie ($15), for example. Each “crayon” contains plum and hemp oil for nourishing hydration. That’s it — no B.S. ingredients and a straightforward, natural approach to giving your pout a bit of color. They’re also clad with organic sunflower oil to support the skin barrier and lock in moisture, and organic castor oil to add luster to the lips and skin. I love swiping a bit on my cheeks for a natural flush, and even to my lids, depending on the hue.

Who the brand is good for: Anyone who wants a multipurpose product collection

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Ere Perez

Ere Perez is a clean beauty brand that’s flying underneath the radar, but shouldn’t be. Founded by Ere Perez in 2007, the brand focuses on harnessing the power of plants and natural ingredients to deliver products that are both effective and kind to the skin. With a philosophy rooted in sustainability, Ere Perez offers a wide range of cruelty-free, vegan and eco-conscious makeup options that cater to a variety of skin tones and types.

Lightness and buildable coverage are the crux of the brand, as Ere Perez has gained popularity for its commitment to using natural, non-toxic ingredients while still delivering products that meet the demands of modern beauty routines.

The Australian-owned clean makeup line prides itself on its sustainability mission, with the motto “natural makeup for clean, conscious living.” Ere Perez’s makeup line includes everything from foundations and concealers to lip tints, eyeshadows and blushes. What I love most about this brand since the day I tried it is its commitment to crafting all products with hand-selected ingredients oil, plant extracts and minerals blended with antioxidants to create a gentle, highly effective finish.

One of my favorite products that is ultra-perfect for beginners to eyeliner pencils is the Jojoba Eye Pencil ($24) that’s available in an array of shades. I personally love “Earth” for a more natural finish, as well as “Bronze” that make my light brown eyes pop.

The products aren’t as pigmented, which may steer beauty users away from the brand, but their buildable nature makes the brand one of my most-recommended for beginners and a staple in your makeup bag if you’re opting for more natural products in your routine.

Who the brand is good for: Anyone who really wants to focus on the eye area

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Gen See

One of the most revolutionary clean beauty brands is Gen See, touted for its high-performance, multi-tasking clean makeup. Uniquely, the “Gen” in Gen See speaks to the generations that come before and after — “our mothers, grandmothers, friends and children, their influence on our love of beauty,” the brand writes in its product description on Credo Beauty’s website. The “See” in Gen See speaks to seeing people — “not just our customers, but also insisting on diverse, inclusive practices in our company and throughout our supply chain,” the brand continues to write.

Founded in the UK in February 2021, the company meets consumers where they want to be with cruelty-free, vegan, and clean formulations, ensuring that its poducts are good for both users and the planet. Its products simplify your makeup routine without compromising quality.

The brand offers a wealth of different shades and each of its formulations are long-lasting and user-friendly. It’s quite amazing, actually; I find myself reaching for the Arch Support Brow Powder Gel ($22). It’s a surefire dupe for Glossier’s Boy Brow, BTW — and the same price. This one is a bit more natural and I prefer it more, as Glossier’s tends to come out too stamp-y and pigmented at first, which may require more Q-tip cleanups.

Its minimalist packaging supports its clean beauty mission. Everything about Gen See is about reducing race and making things easier, and its products are compact and perfectly travel-friendly. Because of Gen See’s commitment to natural processes and top-quality ingredients, it’s creating a niche for itself as a branad that is climbing up the ranks in both beauty and sustainability. Each time I use the brand’s products, I feel like my natural beauty is showing — not that I’m overly covering up with makeup.

Among all that I’ve tested, the only product I wasn’t a fan of is the Gen See Comfort Level Lip Mask ($28). Cute packaging and all (and any lip mask is better than none, if I’m being honest) but I’ve reviewed way too many that were less goopy and, some, less expensive.

Who the brand is good for: Anyone who’s down for trying a trendy TikTok brand that’s actually worth the hype

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ILIA

ILIA is one of the more popular clean beauty brands with a crystallized focus on creating natural beauty products.The brand was founded in 2011 by Sasha Plavsic and, soon enough, the brand emerged from a truly natural desire to marry luxury beauty with a clean dynamic.

What I love most about ILIA’s product offerings is its ode to enhance natural beauty while also caring for the skin. Products like the Super Serum Skin Tint SPF 40 ($48) and the True Skin Serum Concealer ($32) glide on effortlessly and without fault. They’re totally buildable, well-formulated and offered in an array of shades to suit any skin tone.

What’s more, its products are cruelty-free, gluten-free and many are made with recyclable or reusable packaging, further solidifying its eco-conscious reputation. ILIA is one of the groundbreakers in the industry, hands down. It’s easy to want to try all of the brand’s formulations as it’s somewhat difficult to choose a favorite. Being a consumer of ILIA is almost like taking a clean living vow, of sorts; your skin will feel good, and you’ll simultaneously feel good using its products.

ILIA’s sophisticated, minimalist aesthetic and natural yet modern vibe have contributed to its rise in popularity, especially among those seeking beauty products that align with a more sustainable, holistic lifestyle. Its loftily transparent, making shoppers like myself trust the brand even more. The price tag is a bit higher compared to some other clean beauty brands, but ILIA is a brand that can work for teenagers just as much as it can for mature skin.

Who the brand is good for: Anyone who’s new to clean beauty and wants a seamless transition into new products

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Jenny Patinkin is a luxury beauty brand founded by professional makeup artist Jenny Patinkin and is renowned for its top-tier tools that are both simple and sustainable. The brand’s philosophy centers on creating beauty products that cater to a wide range of skin tones and types, focusing on enhancing natural beauty rather than masking it — which is likely why it landed on Oprah’s Favorite Things list.

Jenny Patinkin is committed to crafting formulas that are both effective and gentle, with an emphasis on clean beauty and cruelty-free practices. This is evident with the premium-grade brushes and tools she offers. Each time I use Jenny Patinkin brushes, I feel like a pro makeup artist.

The design of the brushes is ergonomic, lending themselves to being just as user-friendly as they are beautiful. Whether I’m using a foundation brush or an eyeshadow brush, I have a smooth and precise application every time.

Let’s talk about their bristles. They’re made with synthetic, vegan bristles that are both soft and durable. The entire ethos of the brand is luxury, even though it comes with a high price tag. Though, if you take good care of them — especially with the brand’s Spray Away Instant Brush Cleaner ($19) that I love — they’ll last the long haul.

Better yet, the brand is available on Amazon, which just adds brownie points to your shopping experience, especially if you’re a Prime member.

Who the brand is good for: Anyone who needs beauty tools and is more conscious about what they sweep onto their face

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MERIT

Found: the cool girl beauty brand.

MERIT is more than just a TikTok obsession; it’s a clean beauty brand known for its minimalist approach to skincare and makeup, offering products designed to enhance natural beauty with a focus on simplicity and ease. Let’s be real — beauty routines can quickly become exhausting without us realizing it, but MERIT stands out for its clean aesthetic, streamlined products and commitment to offering top-performance formulas without unnecessary steps or ingredients.

On that note, the brand emphasizes effortless beauty that allows me to feel confident in my own skin, starting with its Day Glow Highlighting Balm ($32), which helps to create a polished yet understated look that is suitable for every day. It provides the right amount of sparkle without looking like a disco ball.

At the heart of MERIT is the concept of “less is more,” crafting products that can be mixed and matched to create a personalized routine with minimal fuss. Each product is designed to serve multiple purposes (a trend in clean beauty, as you can tell), simplifying the beauty process without compromising on quality.

The brand’s curated collection includes essentials like foundation sticks, highlighters and brow gels — but it’s about the luminous finish they create. With each swipe of primer or glide of a brow product, I find each product to be versatile, long-wearing and natural.

How it compares to other brands? The price point is fairly on-par, veering on steep for some, but has a quality that showcases effortlessly bouncy skin and a refreshed, rejuvenated vibrancy. Start with the blush (you won’t be sorry about that).

Who the brand is good for: Anyone who loves the idea of wearable Hollywood glam

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LYS Beauty is a makeup brand founded by beauty industry veteran Tisha Thompson, with a unique origin story. The brand’s name, LYS, is inspired by the French word “Lys,” meaning “lily,” symbolizing purity and beauty. LYS Beauty was created with a focus on inclusivity and self-care, emphasizing the importance of self-love and creating products that are accessible to everyone — regardless of skin tone, type or budget.

The brand offers a wide range of products, including foundations, concealers, blushes and skincare-infused formulas that cater to a diverse range of skin tones. Its standout products, after reviewing the brand for more than four years, include its bronzers, second-skin bases and makeup brushes.

Beyond makeup, LYS Beauty encourages a holistic approach to beauty, focusing on creating products that nourish and support the skin’s health. The brand promotes self-confidence, mindfulness and authenticity, which makes me love using its roster of products even more. Each product is long-lasting as well, which I aprpeciate.

Who the brand is good for: Anyone who wants a daily confidence boost and a vast shade range

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An FAQ on Clean Beauty

What does it mean for a brand to be “clean”?

“There are so many different versions of what a ‘clean beauty standard’ is — and it’s more confusing than ever,” Carmindy Beauty told The Post. “Some brands describe clean as being 100% natural, organic, vegan and totally chemical free and some claim that just eliminating a certain list of ingredients makes them clean. A few big retailers have even fallen victim to lawsuits as their version of what clean means didn’t suit a consumer’s version.”

Since certain ingredient inclusions are still up for debate, it’s important to note particular brands’ definitions of “clean” and discern whether or not they align with your own. Ross helps us with this difference: “A brand is Credo clean,” she said, “when it complies with our Credo Clean Standard, the strongest clean beauty standard in retail. Credo vets all of our products against our Clean Standard, so customers can be assured that what they’re buying is the highest expression of clean.”

“Our standard requires brands to formulate according to our Dirty List,” Ross continued, “which bans over 2,700+ ingredients that are of concern to human health or the environment. But going further than our Dirty List, our Clean Standard asks brands to run specific safety testing, heavy metal testing, and categorize or disclose all fragrance ingredients so customers can know exactly what is in their fragranced products.”

“Credo believes clean also means more sustainable products, too,” Ross stated. “At Credo, the products we sell also use post-consumer recycled packaging and is free of single-use materials, as per our Sustainable Packaging Guidelines.”

Typically, however, to be clean is to have a general aversion to ingredients that don’t necessarily benefit the skin. But what are these ingredients?

What ingredients should a clean brand be free from?

“Yes, there are some ingredients that once existed in our beauty products that were found to be either linked to health issues or downright proven to be,” Carmindy stated, “and most manufacturers have eliminated the use of many of those dangerous ingredients like formaldehyde, coal tar, mercury, and lead.”

Now that all those truly harmful ingredients have already been eliminated from the cosmetic production process, what more is there to look out for? Carmindy lists 12 ingredient categories to be weary of when shopping for your makeup, all of which align with the Credo Clean Standard as well.

• Parabens
• Coal Tar
• Formaldehyde
• Lead
• Aluminum
• Phthalates
• Petrolatum
• Synthetic fragrances
• Talc
• Hydroquinone
• Triclosan
• Mercury

Are all these ingredients truly bad for you?

“Some synthetic ingredients are proven to be totally safe and even make the product more efficient and effective, but might not be deemed ‘clean’ based on different research. So, they become vilified and called ‘toxic’,” Carmindy mentioned. “Also, the tiny amount of these non-clean synthetic ingredients would never be enough to harm you.” In fact, Carmindy goes on to say that “many fully clean products just don’t work as well and might even cause irritation, allergic reactions, etc.”

“Just because it’s natural doesn’t mean it’s perfect for you as everyone’s skin is different.“

Carmindy

Carmindy goes on to say, “BHA is a perfect example of hypocrisy in the current clean beauty movement. It’s on the naughty list, but can be found in most clean brands [rebranded as] salicylic acid, but it’s the exact same thing. We have to be rational about this, so if you have sensitive skin stay away from products containing synthetic fragrance; if you have eczema don’t use propylene glycol, and if you don’t want to do your own research, then stick with the 100% clean, organic, vegan brands.”

How do you easily discern a clean beauty product from a non-clean product?

“The best way for a consumer to research quickly what a brand deems ‘clean’,” Carmindy advised, “is to visit the website Environmental Working Group or use an app like Think Dirty.”

My favorite clean skincare brands, for more shopping

Clean makeup is one thing, but a “clean face” starts with skincare. Below, find some of my favorite brands I’ve been using:

• Alpyn Beauty: I can’t rave about this brand enough (as per my full Alpyn Beauty review). Each product contains wild-crafted plants mixed with clinical ingredients for an effective yet calming end formulation.
• iota: This brand isn’t talked about enough. With the most divinely moisturizing body washes and lotions, each product is a pure yet sweet-smelling treat to dry skin.
• Le Paradis: If you want a trip to a tropical resort, pick up this brand. Its Tahiti Body Balm and Mykonos Watermelon Lip Balm, just based on their names alone, are heavenly.

How I tested

After reviewing the best of clean beauty for five years straight, here’s the testing criteria I kept in mind with each product:

• Formulation: Some clean brands are notorious for “not making a difference,” so I paid close attention to each product’s formulation, ensuring eyeshadows were pigmented and buildable, while foundations weren’t too runny.
• Longevity: I wanted to see if clean makeup brand measured up to the more household names you’d find at beauty counters. In doing so, I assessed how long each lasted.
• Efficacy: With any product, you want it to be effective. Since opting for clean makeup may be different from the “normal” stash of products you’d just grab and go, I put each to the test depending on their product category.

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This article was written by Victoria Giardina, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best vitamin C serums on the market, and a rinse-and-repeat review of the best shampoos of 2025. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.

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