The makeup industry in 2025 is more vibrant than ever, with brands pushing boundaries in quality, inclusivity, and innovation. Whether you’re a beauty enthusiast or a casual user, finding trusted makeup brands can elevate your routine. Here’s our curated list of the top 10 makeup brands in 2025, featuring their standout products and the influence they’ve gained.

Comparison Table

1. Chanel

Chanel continues to reign as a luxury icon, known for its timeless elegance and consistent quality since its founding in 1910. Its global reputation and user loyalty make it a top choice for makeup lovers seeking sophistication. Endorsed by Margot Robbie, who showcased their mascara at the 2025 Oscars, Chanel saw a 15% sales spike after her Instagram post gained 5 million likes.
Standout Product: Le Volume de Chanel Mascara – Loved for its long-lasting, voluminous lashes that suit any look.
Reason for Recommendation: Chanel tops the list for its unmatched quality and reliability, making it a trusted choice for luxury beauty enthusiasts.

2. Fenty Beauty

Founded by Rihanna in 2017, Fenty Beauty revolutionized the industry with its inclusive shade ranges, earning massive popularity on TikTok and Xiaohongshu. In 2025, a collaboration with TikTok star Alix Earle led to a viral video with 10 million views, driving a 20% sales increase for their foundation. Fenty remains a leader for diversity-focused beauty.
Standout Product: Pro Filt’r Soft Matte Foundation – A lightweight, buildable foundation available in 50+ shades.
Reason for Recommendation: Fenty Beauty is recommended for its pioneering inclusivity, offering products that cater to all skin tones with viral appeal.

3. Guerlain

Guerlain, a French heritage brand since 1828, blends luxury with skincare innovation, making it a favorite for radiant makeup. Chinese actress Yang Mi’s 2025 Xiaohongshu tutorial featuring Guerlain gained 3 million views, boosting its Tmall sales by 12%. Its quality and glowy finishes keep it at the forefront.
Standout Product: L’Essentiel Natural Glow Foundation – A hydrating foundation that delivers a radiant, natural finish.
Reason for Recommendation: Guerlain is recommended for its luxurious, skincare-infused formulas that deliver a natural glow, perfect for radiant looks.

4. NARS

NARS, founded in 1994, is renowned for its bold colors and professional-grade products, maintaining a strong reputation among makeup artists. Makeup artist Patrick Ta used NARS Orgasm Blush for Zendaya’s 2025 Oscars look, causing a sell-out on Sephora for two weeks. It’s a go-to for iconic, long-lasting makeup.
Standout Product: Orgasm Blush – A peachy-pink blush with shimmer, universally flattering for all skin tones.
Reason for Recommendation: NARS earns its spot for its iconic, high-performance products that are staples in professional and everyday makeup kits.

5. Hourglass

Hourglass, launched in 2004, is celebrated for its cruelty-free, glow-enhancing products, gaining traction on Instagram in 2025. Beauty influencer Huda Kattan’s YouTube tutorial featuring their palette reached 2 million views, driving a 10% sales increase on Ulta. It’s a top pick for luminous makeup.
Standout Product: Ambient Lighting Palette – A trio of powders for a soft, lit-from-within glow.
Reason for Recommendation: Hourglass is recommended for its cruelty-free, glowy formulas, ideal for those seeking a radiant, ethical beauty option.

6. Charlotte Tilbury

Charlotte Tilbury, founded in 2013, brings Hollywood glamour to everyday beauty with sustainable packaging and high-performance products. Actress Lily Collins used their setting spray in a 2025 Emmy Awards prep video, leading to an 18% sales surge after her 4 million followers viewed it. It’s a favorite for flawless finishes.
Standout Product: Airbrush Flawless Setting Spray – A lightweight spray that locks makeup in place for 16 hours.
Reason for Recommendation: Charlotte Tilbury is recommended for its glamorous, long-lasting products and eco-friendly packaging, appealing to sustainability-conscious users.

7. Dior

Dior, a luxury staple since 1947, excels in makeup-skincare hybrids, maintaining a strong presence in 2025 despite some accessibility challenges in Europe. K-pop star Jisoo of BLACKPINK showcased their foundation in a 2025 Vogue Korea shoot, sparking a 25% sales boost in Asia. Dior remains synonymous with elegance.
Standout Product: Diorskin Forever Skin Glow Foundation – A radiant, long-wear foundation with SPF protection.
Reason for Recommendation: Dior is recommended for its innovative skincare-makeup hybrids, offering long-lasting elegance for luxury beauty lovers.

8. MAC Cosmetics

MAC, founded in 1984, is a professional favorite with wide availability and a strong market share in 2025. Rapper Cardi B wore their Ruby Woo lipstick at the 2025 Met Gala, with her Instagram Live shoutout (8 million views) causing a 15% sales spike. It’s a staple for bold, reliable makeup.
Standout Product: Ruby Woo Lipstick – A matte red lipstick with all-day staying power.
Reason for Recommendation: MAC is recommended for its professional-grade, versatile products that cater to both bold and everyday looks.

9. Sydney Grace

Sydney Grace, an indie brand, has surged in popularity in 2025 with its affordable, high-quality eyeshadows and frequent sales. YouTube beauty guru NikkieTutorials featured their eyeshadows in a 2025 video, driving a 30% traffic increase to their website after 1.5 million views. It’s a hidden gem for budget-conscious beauty lovers.
Standout Product: Sydney Grace Eyeshadow Singles – Vibrant, pigmented shadows in a range of finishes.
Reason for Recommendation: Sydney Grace is recommended for its affordable, high-pigment eyeshadows, making quality beauty accessible to all.

10. Rare Beauty

Rare Beauty, founded by Selena Gomez in 2020, combines inclusivity with mental health advocacy, gaining a massive TikTok following in 2025. Selena and influencer Charli D’Amelio’s TikTok challenge for their blush went viral with 12 million views, boosting sales by 22% on Sephora. It’s a Gen Z favorite.
Standout Product: Soft Pinch Liquid Blush – A buildable blush for a natural, seamless flush.
Reason for Recommendation: Rare Beauty is recommended for its inclusive, user-friendly products and meaningful advocacy, resonating with socially conscious users.

Conclusion

From luxury icons like Chanel and Dior to inclusive innovators like Fenty Beauty and Rare Beauty, these top 10 makeup brands of 2025 offer quality, popularity, and performance. Backed by influential endorsements, they’ve captured the hearts of beauty lovers worldwide. Explore their standout products to find your perfect match!

Trends in Makeup Brand Preferences: 2025 vs. 2024

In 2025, makeup brand preferences have evolved into a holistic, value-driven landscape, where consumers prioritize health, sustainability, cultural resonance, and technological innovation, reflecting a deeper desire for beauty that nurtures both the body and mind compared to the more surface-level trends of 2024:

• Color Trends – Healing and Harmony: Pantone’s 2025 Color of the Year, Mocha Mousse, centers on “harmony,” symbolizing calmness, contentment, and balance, resonating with current societal themes. This follows a shift from 2019’s vibrant Living Coral and 2024’s soft Peach Fuzz, reflecting consumer emotions moving toward more healing, comforting, and warm tones in 2025. Brands like NARS and Rare Beauty have embraced this with Mocha Mousse-inspired blushes, aligning with the demand for soothing, earthy shades.
• Health-Focused Products: Product trends in 2025 emphasize health and skincare integration, with online sales of products containing nurturing ingredients skyrocketing. Face makeup with ceramides (e.g., Dior’s Diorskin Forever), eye makeup with peptides (e.g., Sydney Grace eyeshadows), and lip products with squalane (e.g., MAC’s updated Ruby Woo formula) are highly sought after, catering to consumers prioritizing skin health alongside beauty.
• Cultural Fusion – Chinese-Inspired Trends: Global trends are increasingly intertwined, with a notable rise in Chinese-inspired “new national style” makeup and retro elements in 2025. The “Chinese style” keyword index has risen sharply compared to 2024, with brands like Guerlain (via Yang Mi’s influence) incorporating these aesthetics in their campaigns on Xiaohongshu, reflecting the popularity of new national wind makeup looks that blend traditional and modern elements.
• Natural and Minimalist Looks: In 2024, bold makeup looks were trending, but 2025 favors natural, glowy finishes, as seen with brands like Guerlain and Rare Beauty. This shift aligns with a broader preference for lightweight, skincare-infused makeup that enhances rather than masks.
• Mineral-Based/Physical Sunscreens: Bobbi Brown’s founder predicted that mineral-based sunscreens would dominate in 2025, and this has proven true. These sunscreens are becoming lighter, non-greasy, hydrating, and effective, with brands like Dior incorporating SPF into their Diorskin Forever foundation, aligning with this trend for protective, skin-friendly makeup.
• Neuro-Fragrances: In 2025, fragrances are evolving beyond lifestyle symbols to become memory triggers, with neuro-fragrances blending neuroscience, data science, and AI in development. While not directly tied to the listed makeup brands, this trend reflects a broader beauty shift that brands like Chanel and Guerlain, known for their fragrance heritage, are likely exploring in their product lines.
• Therapeutic Laziness: WGSN’s top beauty trend for 2025, “therapeutic laziness,” reflects modern consumers’ burnout and desire for skin healing during relaxation. Brands like Rare Beauty, with its minimalist, user-friendly products, and Guerlain, with its skincare-infused makeup, cater to this need for low-effort, therapeutic beauty routines.
• Biodegradable Wearable Nails: Wearable nails are trending toward sustainability in 2025, with durable, customizable, and biodegradable options gaining popularity. While none of the listed brands focus on nails, this trend highlights the broader push for eco-friendly beauty that brands like Charlotte Tilbury (with sustainable packaging) are part of.
• Skin-First Cosmetics: The philosophy of “everything starts with good skin” is more prevalent in 2025, leading to trends like serum-infused color correctors and SPF-infused tinted moisturizers. Dior’s Diorskin Forever foundation and Fenty Beauty’s Pro Filt’r (with lightweight, skin-friendly formulas) align with this skin-first approach, emphasizing healthy skin as the base for makeup.
• Ethereal Eye Makeup: Contrasting 2024’s darker, dramatic tones, 2025 embraces peach, pink, and orange hues for ethereal eye looks, with colorful mascaras and glossy shines as must-haves. Chanel’s Le Volume de Chanel Mascara and Sydney Grace’s vibrant eyeshadow singles are well-positioned to meet this trend, offering shades and finishes that create dreamy eye looks.
• Patches: According to WWD, patches for acne treatment, wrinkle prevention, and eye brightening are booming in 2025 due to their convenience and ease of use. This trend complements the skin-first movement, with brands like Hourglass (known for glowy, skin-enhancing products) potentially expanding into such innovations.
• Skincare-Grade Body Care: In 2025, body care with skincare-grade ingredients is gaining attention, extending high-quality formulations beyond the face. While not a focus of the listed makeup brands, this trend reflects the broader skin-first philosophy that brands like Dior and Guerlain, with their skincare expertise, are likely to embrace in their product extensions.
• AI Skincare Innovations: Following Gen Z’s use of AI tools like ChatGPT for personalized skincare routines in 2024, 2025 sees AI driving further innovation, such as microbiome and skin barrier research. This trend enhances the skin-first movement, with brands like Fenty Beauty potentially leveraging AI to refine their inclusive, skin-friendly formulations.
  These trends show how the 2025 list reflects a more diverse, value-driven, and culturally influenced beauty landscape compared to 2024, with a strong focus on health, sustainability, and technology.