Best Non-Toxic Makeup Brands for 2025
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I’ve been covering natural, clean beauty and non-toxic makeup more lately as it’s such a powerful area you can take back in terms of controlling the chemicals you put in and on your body. Luckily, these days there are a ton of amazing brands for clean skin care and non-toxic makeup.
Today, I’m going to share with you my top 4 favorite non-toxic makeup brands for 2025 as well as a few other brands that I haven’t personally used but have heard amazing things about and meet my standards for clean formulations.
If you’ve seen my recent post on my complete non-toxic makeup routine, you’ll notice the list was dominated by a couple of these brands. That’s because they’re super clean and perform well at the same time. That’s so important to me!
Let’s dive in to the best non-toxic makeup brands for 2025.
I want to start by stating that almost all of these brands use synthetic dyes and lakes to color their products. It’s still standard practice in clean beauty and considered safe. If you prefer to completely avoid synthetic colors, stick with 100% Pure and Au Naturale, as they do not use them.
ILIA
Again, if you saw my recent post on my complete non-toxic makeup line-up, you saw ILIA in there over and over. I love ILIA’s makeup products, especially their mascara and their multi stick for lips and cheeks. If I can only pick 3 makeup items for the rest of my life, it’d be ILIA mascara, multistick, and WellPeople’s brow gel.
I will say this is a brand that EWG doesn’t mark everything as low as I think they should. A lot of the basic products rank low, but EWG has a problem with some oils and a couple other ingredients that ILIA uses that based on my research are perfectly safe and non-irritating to a majority of people.
Now, they do have a couple fragranced products, and I would avoid these. Most of their products, however, are fragrance free.
Toups & Co.
This brand is clean, clean, clean. They also make my favorite tallow balm ever.
They have a great but simple line of cosmetics to fill all your needs from foundation to lipstick to mascara. I have used a lot of their different products and loved them and continue to use several of them. My favorites are probably the eyeliner and tinted lip balm, but I also love the eyeshadow.
100% Pure
This is probably one of the cleaner brands out there and I love that they avoid synthetic coloring. I was skeptical at first that a fruit-pigmented cosmetic would actually work well but I can say they really do. Their lipstick is probably my favorite product, but they have a ton of amazing products for everything you need. They have been having manufacturing issues so some of my favorite products are unavailable right now, but I’m hopeful that will change soon.
WellPeople
This is such a solid company with clean products that work so well. Their eyebrow gel is a daily go to for me. I pretty much don’t leave the house without it. They have so many great products to choose from, you can’t go wrong.
Other highly recommended brands
These are brands I haven’t personally tried (other than an eyeshadow palette from Honest, which I do like) but people highly recommend and are super clean. Honest Beauty, Beauty Counter, and Attitude are all EWG verified and Kosas, Saie, and Au Naturale have consistently low toxicity rankings in the EWG Skin Deep database. (As I’ve said in other posts, I don’t completely follow EWG, but find it a helpful guide.)
They all have a really great variety of products and colors and I haven’t found any of their products to fall short of my standards for clean beauty products (though I can’t guarantee that because I haven’t closely looked at every single product from these brands.
That’s all for this post. Much simpler and shorter than most of our posts, I know! I hope this was a helpful review and that you found a couple brands to browse and that you love their products as much as I do.
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