Wondering if there are clean makeup products that actually work? Wonder no more. I’m sharing the best organic makeup brands in the USA that use only non toxic & clean ingredients. I’ve tested dozens of brands over the years and am sharing products I use daily and stand by – and which clean makeups are guilty of greenwashing!

Here’s why I made the switch. If it’s going on your face, your lips, your eyes, etc you want to make sure you’re applying healthy ingredients. Aka healthy makeup equals healthy skin equals healthy body equals happy mind.

Keep reading to learn what exactly organic makeup is, which toxic ingredients to look out for, clean makeup brands you should avoid (if you want truly nontoxic makeup) and a list of the top-rated natural makeup brands. These are my favorite picks if you want the safest, chemical-free makeup only.

Clean makeup Brands that greenwash

It’s easy to get confused with so much misleading “clean” marketing being done. Most natural makeup lists on the web include brands that aren’t truly clean, like Beautycounter, ILIA and Kosas. When I see that, I go really?  There’s so much inaccurate information floating around the web, so I wanted to create a non toxic makeup guide that will equip you to make the best choices FOR YOU.

These are popular clean makeup brands that are not 100% natural: Beautycounter, Kosas, ILIA, Tower 28, Well People, Saie Beauty, Jones Road, Westman Atelier and Exa Beauty.

Brands like Beautycounter are known for using questionable ingredients and synthetics in their makeup. Plus, most popular Sephora clean makeup brands are not 100% natural.

In fact, I would say almost all clean makeup brands today use synthetics, plastics, petroleum byproducts, fragrance and artificial dyes in their products. They’re able to cut down on costs, increase profits and improve product performance by cutting corners wherever possible. You want to look for the brands that don’t compromise your health for profits and are committed to creating the best possible products (something that’s increasingly rare to find these days).

Toxic Ingredients to Avoid in Makeup

Below are the most common toxic ingredients in makeup you should avoid:

1. Parabens: They are preservatives used in many cosmetics and personal care products. Some studies have linked parabens to hormone disruption and potential health risks.
2. Phthalates: These chemicals are often used to enhance fragrance in cosmetics and can also be found in certain plastics. Phthalates have been associated with potential reproductive and developmental issues.
3. Formaldehyde: This preservative is used to prevent bacteria growth in makeup. Prolonged exposure to formaldehyde has been linked to skin irritation and potential carcinogenic effects. Avoid DMDM hydantoin, polyoxymethylene urea, diazolidinyl urea, bromopol, imidazolidinyl urea, glyoxal, methenamine, quaternium-15, and sodium hydroxymethylglycinate.
4. Talc: A mineral ingredient widely used as a filler in various cosmetic products. Talc has been associated with potential respiratory issues and possible contamination with asbestos.
5. Synthetic Fragrance: Synthetic fragrances are a mix of chemicals that can potentially cause allergies, skin irritation, and even hormonal disruption. Companies don’t have to disclose fragrance ingredients by law because they’re deemed “trade secrets.”
6. Mineral Oil: Derived from petroleum, mineral oil is often used in cosmetics as a moisturizing agent. However, it can clog pores and potentially cause acne or other skin issues.
7. BHA & BHT: These are preservatives that can cause liver, thyroid and kidney problems and act as a tumor promoter.
8. Petrolatum or petroleum jelly: Petrolatum can be contaminated with polycyclic aromatic hydrocarbons (PAHs).
9. Polyethylene (PEGs): These have been linked to various types of cancer.
10. Diethanolamine (DEA): DEA can cause skin and eye irritation and is classified as harmful by the European Union
11. Triclosan: This is an ingredient that fights bacterial contamination, but is not considered safe for humans.
12. Siloxanes or silicones: Some are considered toxic and can harm hormone function.

What is Organic Makeup?

Organic makeup brands must have at least 70% organic ingredients in their products. Makeup with the USDA Organic Seal must have least 95% organic ingredients. Be sure to check the back of the product packaging or the label to see the percentage of ingredients that are organic. Certifications are really the only way to know for certain if a product is truly organic. But, these organic certifications can be extremely costly for brands to obtain, so not all of them will have certifications even if they are organic.

Best Organic Makeup Brands

I tried Inika Organic

One of favorite organic makeup recommendations is INIKA, because they make very high performance makeup with truly organic formulas. This is an amazing organic makeup brand for mature skin as well and one of the most committed clean makeup brands with 70% organic formulas and multiple certifications to back up their claims. They have a chic and minimalist look with a more luxury price point. 100% of the ingredients used by Inika Organic are ethically sourced, natural and derived from botanicals or minerals.

My faves: I recommend INIKA’s BB Cream, Foundation and bronzer (best dupe to the Hoola bronzer). Their non-toxic eyeshadow quads are excellent too.

Shop Here

I tried 100% Pure

100% Pure is an amazing all natural makeup brand that uses organic ingredients and offers some of the best clean makeup products you can buy. If you’re looking for a face product like foundation, primer or tinted moisturizer, I highly recommend 100% Pure. They’re an OG natural makeup brand that’s all natural, and the color in their products are made from berries, plants and seeds NOT artificial dyes. From five different kinds of natural and organic foundations to face palettes and eyebrow gels to luminizers, 100% Pure has a wide range of clean makeup products and beautiful shades without the use of any synthetics.

My faves: I recommend their organic foundation.

ORGANICBEAUTYLOVER saves 20%

Shop Here

I tried Lily Lolo (budget friendly!)

Lily Lolo is another great natural makeup brand for those of you on a tight budget. This affordable brand makes 100% natural mineral makeup, including eyeshadow palettes, foundation and mascara. I like their mascara and have a full review of how their eyeshadow palette compares to other clean eyeshadow brands.

My faves: I recommend trying their mascara.

• Award-winning OG natural makeup
• Clean and vegan mineral makeup brand
• Uses only clean, naturally-derived ingredients with mineral-based technology
• No harsh chemicals, bismuth oxychloride, talc, synthetic dyes, fillers, fragrance and preservatives

OBL saves 10%

Shop Here

I tried Kjaer Weis (luxe!)

If you want true sustainability and luxury, I adore Kjaer Weis’ eco-luxe makeup products. There’s a lot of refillable products in the line and most products are 100% natural. Kjaer Weis is a luxury certified organic makeup brand that has placed performance and sustainability at the forefront of their line. Almost all of Kjaer Weis products have been Certified Natural or Certified Organic by the stringent standards of the Italy’s certification body, the Controllo e Certificazione Prodotti Biologici. Every batch of makeup has been inspected by hand and remains free of parabens, silicones, petrochemical emulsifiers and synthetic fragrances.

My faves: I recommend their foundation, blush (I looove the shade Happy), lipstick, eyeliner and eyeshadow.

Shop Here

I tried OGEE (certified organic)

I always wondered whether Ogee makeup is any good, so I recently started using their products in my routine. Their products are 100% natural, certified organic, luxe, and free of harsh chemicals, parabens, sulfates, and synthetic fragrances. I’m not a fan of their mascara, but am pretty impressed by their Complexion Perfecting Tinted Serum, Sculpted Complexion Stick, and bronzer! Each product is certified to contain at least 70% organic ingredients, which is a feat most brands don’t attempt. I also love that their makeup is infused with actives that improve skin like butters, oils, Gooseberry Fruit, Hyaluronic Acid, Daisy Flower, and Vitamin C Concentrate.

My faves: I recommend their Complexion Perfecting Tinted Serum, Sculpted Complexion Stick, and bronzer.

Shop Here

I tried RMS Beauty

This chemical-free makeup list wouldn’t be complete without RMS Beauty, even though I know many purists no longer stan them. They were recently bought out, and may not offer the same quality anymore, but most of their formulas seemed to have stayed 100% natural. I find the RMS Lip2Cheek to be creamy, moisturizing and well pigmented. They use natural formulas with many organic ingredients though some of their newer color products may use colorants. Their cult products like Living Luminizer, UnCoverup and more have retained their original all-natural formulas, but please check as formulations may change over time.

Shop Here

I tried Juice Beauty

Almost all Juice Beauty makeup products are made using only organic, natural and plant-derived ingredients with just a couple exceptions in the complexion category. You can actually see and test Juice Beauty makeup in real life at your local ULTA store, which I always recommend doing! If you’re looking for a natural cream blush, Juice Beauty makes a great all natural one, and they have the best jumbo lip crayons made with the best ingredients.

My faves: I recommend their face products like their foundation, primer, and cc cream.

Shop Here

I tried Olio e Osso

I personally love carrying the Olio e Osso Tinted Balm in shade Spring everywhere I go. Their moisturizing must-sticks are great for lips, cheeks and eyes. Olio E Osso is relatively affordable and made with just 4 natural ingredients along with minerals for pigment. The brand was founded by a makeup artist who makes their sensitive skin-friendly makeup by hand in small batches in Portland, Oregon.

I tried Araza Beauty

Araza Beauty is one of my favorite new organic makeup discoveries! I love that they are dedicated to not only creating 100% natural formulas but also nearly 100% organic. Araza Beauty was created to deliver makeup that heals skin so there’s a ton of moisturizing butters and oils. Their Cream Foundation is made of 95% organic skin superfood ingredients and their Mango Cream Color Pot is 98% organic. Araza prioritises formulating products with healthy fats, organic plant based ingredients and minerals that all work together to feed and nourish your skin.

OBL saves 15%

My faves: I recommend their cream bronzer and their foundation is their most popular product though I have to warn you it is quite rich.

I tried Fitglow Beauty

I’ve used Fitglow Beauty for 10 years and have full trust in the company, their ethics and their organic makeup products. They make one of the best clean concealers I’ve tried and the most luxurious, anti-aging organic lip gloss. Luxury vegan & organic skincare and makeup brand Fitglow Beauty is an OG natural beauty brand that always innovates to bring their loyal following the most advanced organic makeup.

My faves: I recommend their concealer and lip serums.

OBL15 saves 15%

Shop Here

I tried HAN Cosmetics

If you’re on a tight budget but still want makeup that’s 100% natural, HAN Cosmetics is one of my top picks and recommendations. They’re wildly affordable and use the best clean ingredients. The color from all HAN products comes from plant and mineral-based pigments for a healthy and safe alternative to artificial colorants. HAN was started by a pregnant mother who needed safe and nontoxic makeup without any iffy ingredients. You can trust that HAN is committed to keeping synthetics and questionable ingredients out of their line.

My faves: I recommend their multi-stick.

Sappho New Paradigm

Sappho is lesser known, but I enjoyed their lip gloss and foundation. Niche organic makeup brand Sappho is an affordable luxury, vegan and organic makeup line, free of known carcinogens and endocrine disruptors. I love that this small Canadian makeup brand is next level transparent:

• No known harmful or hormone disruptive ingredients
• Vegan & Cruelty Free certified by PETA
• Made with low heavy metal ECOCERT® minerals
• Mica suppliers are members of the Responsible Mica Initiative
• Produced and formulated in Canada, in a zero carbon footprint facility
• Loaded with phytonutrients and antioxidants
• Offer a diverse, global shade range
• Foundations PFAS free

I tried Lovinah

I highly recommend trying Lovinah’s liquid eyeliner if you haven’t found a clean liquid eyeliner you love yet. Lovinah’s natural makeup products are so luxe and high quality! Lovinah uses ancient African wisdom and ingredients to create luxury skincare and makeup that’s safe and effective. They’re an innovative and advanced line that handcrafts their products using the highest quality natural ingredients.

I tried ZUZULUXE

If you’re looking for natural makeup on a strict budget Zuzuluxe (and sister company Gabriel Cosmetics) are worth checking out. Founded by Gabriel Santino, ZUZULUXE has been making affordable nontoxic makeup for the last 25 years. All products are made from 100% natural ingredients with no synthetic chemicals or animal by products. ZUZULUXE’s mineral powder makeup, lipsticks and liquid eyeliner are winners in my book.

I tried Hynt Beauty

Hynt offers one of the best 100% natural full coverage concealers and SPF primers. This clean makeup brand was founded by a breast cancer survivor who couldn’t find truly natural cosmetics that met her needs. Hynt Beauty is an all-natural and organic makeup brand that never contains artificial colorants or preservatives. All products except the mascara are PETA certified Vegan.

I tried Alima Pure

Another great affordable clean beauty brand, Certified B Corp Alima Pure is a line of luxury mineral makeup without dimethicone, petroleum, talc, and bismuth oxychloride. They make natural makeup with a focus on minimalism, both in ingredients and packaging. I recommend trying their powder face products.

I tried Au Naturale

Au Naturale is a natural & non-toxic makeup brand that’s just as passionate about bringing healthy cosmetics to people as they are in fighting the political battle to demand stricter regulation of cosmetic products in the United States. Au Naturale was one of the first truly organic makeup brands I tried. The company was recently hit with a setback when their warehouse was run into by a car, but keep an eye out on them.  Needless to say, each ingredient they use is scrutinized and the entire line is organic, non-toxic, and free of parabens, nano-particles, carmine, gluten, and sulfates. Au Naturale products are made in the company’s own proprietary lab so the entire process is quality controlled.

Mango People

Mango People is a new 100% natural makeup brand that’s Ayurveda-inspired and already at Sephora. Their Mango Cream Blush & Lip Multistick is full of butters, oils, fruit extracts and Ayurveda ingredients like Ashwagandha, Bibhitaki Fruit Extract, Amalaki Fruit Extract and more. Mango People’s bronzers and highlighter sticks boast the same all natural ingredients!

Root Pretty

If you’re tight on cash, Root Pretty makes nontoxic makeup using only ethically sourced natural & organic ingredients – and they’re SO affordable. Everything is vegan and gluten free, and they have an incredible range of fun shades for your girl to play with.

ZAO Organics

Certified organic and natural makeup brand ZAO Organics is 100% natural without any synthetics, petrochemical derivatives or questionable ingredients. I love their eco luxe packaging, made from controlled harvested bamboo and pure formulas that get the job done.

Elate Beauty

Elate Cosmetics is a vegan and sustainable cosmetic brand that offers a wide range of beauty products. They are highly committed to creating clean, cruelty-free, and eco-friendly makeup that enhances natural beauty. This Canadian brand uses natural ingredients derived from plants and minerals, ensuring their products are safe for both the user and the environment.