BUXOM is a bold beauty brand known for its plumping lip products, high-shine finishes, and vibrant color payoff. With a playful, unapologetic attitude, BUXOM empowers self-expression through makeup that turns heads. From lip glosses to eye palettes, it’s beauty that brings the drama.
bareMinerals has been redefining beauty with clean, skin-loving formulas long before it was trendy. Founded on the belief that makeup should be good for your skin, the brand revolutionized the industry with its iconic mineral foundation—free from harsh chemicals, fillers, and unnecessary additives. Every product, from lightweight foundations to nourishing skincare, is packed with high-performance ingredients that enhance, not mask, natural beauty. More than just makeup, bareMinerals is about confidence, simplicity, and embracing who you are—flaws and all. Because when your skin feels good, you feel good.
Kosas is the next-level clean beauty that makes comfy & clinically tested makeup that improves the quality of bare skin.
Milk Makeup is a clean, vegan beauty brand known for its bold, multi-use products designed for self-expression and effortless application. With skincare-infused formulas and a commitment to cruelty-free ingredients, Milk Makeup delivers high-performance color and glow. It’s makeup made to move with you, from bold looks to bare-faced moments.
Lush creates fresh, handmade cosmetics that prioritize ethical sourcing and eco-friendly practices. From bath bombs to skincare, their products are crafted with natural ingredients and designed to deliver luxurious, sensory experiences. Pamper yourself with Lush’s innovative and sustainable beauty solutions.
Maelys Cosmetics focuses on body-enhancing beauty products that deliver real results. Their best-sellers include the B-Tight Lift & Firm Booty Mask and the B-Flat Belly Firming Cream, which target specific areas to firm, smooth, and improve skin appearance.
Be Coyote is a natural, cruelty-free cosmetics brand offering high-performance makeup and skincare made from ethically sourced ingredients. With a focus on clean beauty and long-lasting results, Be Coyote empowers users to feel confident while caring for their skin.
Sculpted by Aimee is an award-winning Irish beauty brand created by makeup artist Aimee Connolly, offering easy-to-use, multi-purpose products for a flawless, radiant look. With a focus on skin-loving ingredients and versatile formulas, the brand empowers beauty routines that are both effortless and effective. It’s smart, sculpted beauty for everyday confidence.
Patrick Ta Beauty is a luxury makeup brand known for its glowy, sculpted, and red carpet-ready looks. Created by celebrity makeup artist Patrick Ta, the brand focuses on high-performance formulas, innovative textures, and effortless application to help everyone achieve that signature luminous glow. Designed for all skin tones, Patrick Ta Beauty embodies luxury, artistry, and effortless elegance, making it a go-to for beauty lovers who want to achieve a flawless, sculpted look with minimal effort.
EADEM is a science-backed skincare brand focused on creating gentle yet effective products specifically formulated for melanin-rich skin. Their Smart Melanin™ Technology ensures that every formula addresses hyperpigmentation, skin sensitivity, and barrier health without irritation. Founded by women of color chemists and validated by dermatologists, EADEM’s products are clinically tested across all Fitzpatrick skin types to guarantee results. With a direct-to-consumer approach, the brand makes high-performance skincare accessible, inclusive, and proven to work.
Direct-to-consumer (D2C or DTC) makeup brands are revolutionizing the beauty industry by selling their products directly to consumers through online platforms, bypassing traditional retail channels. This innovative approach allows these brands to offer high-quality beauty products at more accessible price points, foster closer relationships with their customers, and rapidly adapt to consumer feedback and trends.
Brands like Glossier and ILIA Beauty have led the way, emphasizing authenticity, inclusivity, and community-driven product development. By leveraging social media and digital marketing, D2C makeup brands have created vibrant communities where customers can share experiences, tips, and engage directly with the brands, making beauty more interactive and personalized than ever before.
Among the standout D2C makeup brands, Glossier is celebrated for its minimalist approach to beauty, focusing on enhancing natural beauty rather than covering it up. Their products, from the iconic Boy Brow to their skin-first makeup philosophy, have garnered a cult following for their simplicity and effectiveness. ILIA Beauty shines with its commitment to clean, sustainable makeup, blending skincare benefits with beautiful pigments.
Their transparent approach to ingredients and packaging has set a new standard for environmentally conscious beauty. Both brands have mastered the art of building strong, engaged online communities, offering a personalized shopping experience that resonates deeply with today’s beauty consumers. Their success is a testament to the power of direct consumer engagement, high-quality products, and a clear, authentic brand ethos.
The direct-to-consumer makeup category is witnessing several influential trends, shaped by changing consumer values and technological advancements. There's a growing demand for clean, sustainable beauty products, with consumers increasingly concerned about the environmental impact and ingredient transparency of their makeup. Personalization is another significant trend, with brands leveraging data and AI to offer customized product recommendations, shades, and formulations.
Moreover, the rise of virtual try-on technology and augmented reality (AR) is enhancing the online shopping experience, allowing customers to experiment with products from the comfort of their homes. These trends reflect a broader shift towards more ethical, inclusive, and technologically integrated beauty experiences, highlighting the D2C makeup industry’s commitment to innovation, sustainability, and customer empowerment.
Everything you need to build a better D2C brand, business and tech stack.
