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.
Kaja Beauty
Kaja Beauty

Kaja is K-beauty for everyone, all skin types and skin tones. Kaja creates playful products so makeup is easy and fun.

About Face
About Face

Multi-dimensional makeup for everyone, everywhere created by Ashley Frangipane a.k.a. Halsey.

LoveSeen
LoveSeen

LoveSeen sells fake eyelash extensions. Lashes to fit lots of eye shapes, skin tones, ages & moods for special days or Tuesdays.

Birchbox
Birchbox

Birchbox understand that your life is so full, you probably don’t take the time to prioritize you enough. This is their real goal. Every month you get your Birchbox, it’s a reminder that you deserve time to care for you.

Saie
Saie

Saie makes products that are designed by experts, backed by industry secrets and made for beauty fans everywhere. Saie hello to clean makeup you’ll love.

Aisling Organics
Aisling Organics

Aisling Organics makes plant-based makeup that actually works. It's 100% cruelty-free and each ingredient is ethically sourced across the US.

NATASHA DENONA
NATASHA DENONA

NATASHA DENONA is a luxury makeup and skin care brand.

Hapa Kristin
Hapa Kristin

With Hap Kristin lenses, you'll have the moonlight in your eyes. Your eyes will shine brighter than a night full of stars. The best part is, nobody will know your little secret to the sparkle in your eye. Somethings are best kept a secret! Shhh!

Haleys
Haleys

Beauty made brilliant. Powered by both natural and advanced synthetic ingredients, Haleys picks the most skin-friendly, science-backed ingredients available to create the highest-performance products possible.

r.e.m. beauty
r.e.m. beauty

r.e.m. beauty is pop singer Ariana Grande's beauty brand! r.e.m sells innovative eye, face, and lip products that are accessible to all.

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.