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Best Makeup Brands

One of the best performing subcategories in eCommerce is makeup. The key to winning here is to highlight how magical your product is & really justify why it must be purchased online. Exclusivity and community are levers to pull to achieve this. Check out r.e.m beauty as one example.
Jones Road
Jones Road

Jones Road was founded by makeup artist Bobbi Brown on the philosophy that the world doesn’t need more beauty products. It needs better beauty products. Clean, strategic, high-grade formulations that work on every skin type and tone.

Doe Lashes
Doe Lashes

Doe lashes are handcrafted silk lashes meant for all-day comfort and wearable 15+ times with care. Experience the softest and most comfortable lashes.

Alleyoop
Alleyoop

Alleyoop is a beauty brand with products that are extremely efficient. With its reimagined razors and multitasking makeup brush and versatile formulas, Alleyoop is made for women with no time or space to spare.

ILIA
ILIA

ILIA Beauty leads the clean beauty movement with conscious, award-winning products.

Kylie Cosmetics
Kylie Cosmetics

Kylie Cosmetics by Kylie Jenner sells makeup including Kylie’s infamous "Lip Kit," consisting of a matching liquid lipstick and lip liner to create the perfect Kylie pout.

Kosas
Kosas

Kosas is the next-level clean beauty that makes comfy & clinically tested makeup that improves the quality of bare skin.

Personal Care
Kylie Cosmetics
Kylie Cosmetics by Kylie Jenner sells makeup including Kylie’s infamous "Lip Kit," consisting of a matching liquid lipstick and lip liner to create the perfect Kylie pout.
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What Are Direct-To-Consumer (D2C/DTC) Makeup Brands?

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.

What Are The Best Direct-To-Consumer Makeup Brands?

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.

What Are Current Trends In The Direct-To-Consumer Makeup Category?

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.