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The Ultimate Guide to Non-Toxic Makeup Brands

CEO Tinh Phung
In today's beauty world, finding truly non-toxic makeup brands can be a challenge. With so many misleading claims and greenwashing tactics, it's important to know which brands are truly committed to using clean and safe...

In today's beauty world, finding truly non-toxic makeup brands can be a challenge. With so many misleading claims and greenwashing tactics, it's important to know which brands are truly committed to using clean and safe ingredients. That's why we've compiled a list of the best organic makeup brands that prioritize your health without compromising on performance.

Unveiling the Truth Behind "Clean" Marketing

Many natural makeup lists on the internet include brands that aren't truly clean. Beautycounter, ILIA, and Kosas are popular examples. But are they truly non-toxic? Unfortunately, the answer is no. It's crucial to navigate through the sea of inaccurate information and misleading marketing claims. That's why we've created this non-toxic makeup guide to help you make informed choices.

best clean makeup Caption: Discover the best clean makeup brands.

Embracing Truly Non-Toxic Brands

To truly prioritize your health and well-being, it's important to steer clear of makeup brands that compromise on ingredients. Brands like Beautycounter, Kosas, ILIA, and others may not be 100% natural and may contain questionable ingredients. In fact, most popular clean makeup brands today use synthetics, plastics, petroleum byproducts, fragrance, and artificial dyes in their products. These shortcuts help them cut costs, increase profits, and improve product performance. However, they do so at the expense of your health.

The Toxic Ingredients to Avoid

Toxic ingredients can have detrimental effects on your overall health. Be mindful of avoiding the following harmful ingredients commonly found in makeup:

  1. Parabens: Linked to hormone disruption and potential health risks.
  2. Phthalates: Associated with potential reproductive and developmental issues.
  3. Formaldehyde: Linked to skin irritation and potential carcinogenic effects.
  4. Talc: Associated with potential respiratory issues and possible asbestos contamination.
  5. Synthetic Fragrance: Can potentially cause allergies, skin irritation, and hormonal disruption.
  6. Mineral Oil: Can clog pores and potentially cause acne or other skin issues.
  7. BHA & BHT: Can cause liver, thyroid, and kidney problems and act as a tumor promoter.
  8. Petrolatum or Petroleum Jelly: Can be contaminated with polycyclic aromatic hydrocarbons (PAHs).
  9. Polyethylene (PEGs): Linked to various types of cancer.
  10. Diethanolamine (DEA): Causes skin and eye irritation and is labeled harmful by the European Union.
  11. Triclosan: Not considered safe for humans, despite fighting bacterial contamination.
  12. Siloxanes or Silicones: Some are considered toxic and can harm hormone function.

Understanding Organic Makeup

When it comes to organic makeup, brands must have at least 70% organic ingredients in their products. Look for the USDA Organic Seal, which guarantees at least 95% organic ingredients. While certifications are the best way to ensure the organic nature of a product, not all brands can afford costly certifications. Therefore, it's important to check the product's packaging or label for information on the percentage of organic ingredients.

The Top Non-Toxic Makeup Brands

Now that we've covered the essentials, let's dive into the ultimate list of 18 non-toxic makeup brands dedicated to providing 100% natural and safe products:

INIKA Organic

Inika Organic makeup Caption: Experience the high-performance makeup of INIKA Organic.

INIKA Organic is a standout brand that offers high-performance makeup with truly organic formulas. Not only are their products safe, but they also meet the demands of mature skin. INIKA Organic's commitment to clean makeup is evident in their 70% organic formulas and multiple certifications. Their sleek and minimalist packaging adds an extra touch of luxury to your beauty routine. Be sure to try their BB Cream, Foundation, and bronzer for a flawless and healthy complexion.

100% Pure

100% pure makeup Caption: Discover the beauty of 100% Pure's clean makeup products.

If you're in search of clean makeup products that truly deliver, look no further than 100% Pure. This brand is an OG in the natural makeup industry and offers some of the best clean products available. Their face products, like foundation, primer, and tinted moisturizer, are must-haves. What sets 100% Pure apart is their commitment to using natural colorants derived from berries, plants, and seeds instead of artificial dyes.

HAN Cosmetics

han cosmetics makeup Caption: Experience affordable and non-toxic makeup with HAN Cosmetics.

For those on a tight budget, HAN Cosmetics offers affordable yet high-quality non-toxic makeup. Their products are made with the best clean ingredients and are free from any questionable additives. HAN Cosmetics was created by a pregnant mother who needed safe and non-toxic makeup, making this brand a trustworthy choice. Indulge in their range of products, from lip glosses to eyeshadows, all made with your health in mind.

Root Pretty

root pretty foundation Caption: Experience affordable and natural makeup with Root Pretty.

Root Pretty is the go-to brand for affordable non-toxic makeup that never compromises on quality. Their products are made with ethically sourced natural and organic ingredients, making them vegan and gluten-free. With a wide range of fun shades, Root Pretty offers something for everyone. So go ahead and explore their collection of foundations, eyeshadows, and more.

RMS Beauty

rms natural makeup Caption: Discover the creamy and natural formulas of RMS Beauty.

RMS Beauty is a brand that has remained committed to natural and organic formulas despite recent changes. While some of their newer color products may contain colorants, their cult favorites like the Living Luminizer and UnCoverup still retain their all-natural formulas. RMS Beauty offers creamy, moisturizing, and well-pigmented products that ensure a radiant and natural-looking finish.

Juice Beauty

juice beauty natural makeup Caption: Experience the power of organic ingredients with Juice Beauty.

Juice Beauty is renowned for using only organic, natural, and plant-derived ingredients in almost all of their makeup products. With a wide range of options, Juice Beauty offers natural cream blushes, jumbo lip crayons, and much more. You can even find Juice Beauty products at your local ULTA store, allowing you to experience their makeup in real life before making a purchase.

Olio E Osso

olio e osso balm Caption: Keep your lips, cheeks, and eyes nourished with Olio E Osso.

Olio E Osso is a brand that combines affordability and natural ingredients. Their Tinted Balm in shade Spring is a personal favorite, offering a moisturizing and multipurpose solution for lips, cheeks, and eyes. With just four natural ingredients and mineral-based pigments, Olio E Osso ensures that their makeup is suitable for even the most sensitive skin. Handcrafted in small batches in Portland, Oregon, this brand embraces simplicity and effectiveness.

ZAO Organics

zao organic makeup Caption: Experience the eco-luxe packaging and pure formulas of ZAO Organics.

ZAO Organics is a certified organic and natural makeup brand that stands out with its pure and sustainable approach. Their eco-luxe packaging, made from controlled harvested bamboo, adds a touch of luxury to your beauty routine. ZAO Organics' commitment to pure formulas and quality ingredients ensures that their makeup not only looks great but is also safe for your skin.

Araza Beauty

araza organic makeup Caption: Nourish your skin with Araza Beauty's organic makeup.

Araza Beauty is a brand dedicated to creating makeup that not only looks good but also heals your skin. Their products are made with an impressive percentage of organic ingredients, ranging from 95% to 98%. Araza Beauty's focus on healthy fats, organic plant-based ingredients, and minerals ensures that your skin receives the nourishment it deserves. Indulge in their Cream Foundation and Mango Cream Color Pot for a truly organic and rejuvenating makeup experience.

Au Naturale

au naturale clean makeup Caption: Join the movement with Au Naturale's natural and non-toxic makeup.

Au Naturale is not only committed to creating clean makeup but also to fighting for stricter regulation of cosmetic products in the United States. This brand's cosmetics are organic, non-toxic, and free of harmful additives like parabens, nano-particles, carmine, gluten, and sulfates. With their own proprietary lab, Au Naturale ensures quality control from start to finish.

Kjaer Weis

kjaer weis makeup Caption: Experience luxury and sustainability with Kjaer Weis.

Kjaer Weis is the epitome of luxury and sustainability in the organic makeup industry. This brand combines European luxury and American innovation to deliver exceptional performance. Hand-inspected batches, free of parabens, silicones, petrochemical emulsifiers, and synthetic fragrances, ensure a product that not only looks stunning but also prioritizes your health. Made in Italy, Kjaer Weis products are certified natural or organic and formulated with the highest standards.

Fitglow Beauty

fitglow beauty serum Caption: Experience clean and anti-aging makeup with Fitglow Beauty.

Fitglow Beauty has been a trusted brand for 10 years, providing clean and organic makeup products. Their clean concealer and anti-aging lip gloss are among the best in the industry. Fitglow Beauty's commitment to luxury, vegan, and organic skincare and makeup is unparalleled. Treat yourself to their advanced and effective products and see the difference for yourself.


sappho organic makeup Caption: Discover the affordable luxury of Sappho's organic makeup.

Sappho is a lesser-known brand that offers affordable luxury in the organic makeup realm. Their makeup line is vegan and organic, free of known carcinogens and endocrine disruptors. What sets Sappho apart is their commitment to transparency, with certifications from various organizations. Their commitment to using low heavy metal ECOCERT® minerals and responsible mica suppliers reflects their dedication to creating safe and effective products.

Lily Lolo

lily lolo natural makeup Caption: Embrace affordable and natural beauty with Lily Lolo.

Lily Lolo is a UK-born natural makeup brand that has gained popularity in the US. Their range of products includes 100% natural mineral makeup, including eyeshadow palettes, foundation, and mascara. Lily Lolo is an award-winning brand committed to clean and vegan mineral makeup crafted with naturally-derived ingredients. Say goodbye to harsh chemicals, talc, synthetic dyes, fillers, fragrance, and preservatives.


lovinah natural makeup Caption: Indulge in the luxury and effectiveness of Lovinah's natural makeup.

Lovinah uses ancient African wisdom and ingredients to create luxury skincare and makeup that's safe and effective. Their commitment to using the highest quality natural ingredients sets them apart. Handcrafted in small batches, Lovinah's products prioritize the health and nourishment of your skin. Experience their liquid eyeliner for a clean and stunning eye makeup look.


zuzuluxe eyeliner Caption: Enjoy affordable and natural makeup with ZUZULUXE.

If you're on a strict budget, ZUZULUXE is the brand for you. Founded 25 years ago, ZUZULUXE has been a pioneer in affordable non-toxic makeup. Their products are made from 100% natural ingredients without any synthetic chemicals or animal byproducts. With a focus on quality and affordability, ZUZULUXE's mineral powder makeup, lipsticks, and liquid eyeliners are must-haves.

Hynt Beauty

hynt beauty makeup Caption: Discover full coverage concealers and SPF primers with Hynt Beauty.

Hynt Beauty is a brand founded by a breast cancer survivor who couldn't find truly natural cosmetics to meet her needs. This brand is all about all-natural and organic makeup that never contains artificial colorants or preservatives. With most products being PETA certified vegan, Hynt Beauty offers some of the best full coverage concealers and SPF primers available.

Alima Pure

alima pure makeup Caption: Embrace minimalism and purity with Alima Pure's clean makeup.

Alima Pure is a certified B Corp that focuses on luxury mineral makeup without harmful additives. Their emphasis on minimalism extends to both ingredients and packaging. Alima Pure's powder face products are a favorite among natural beauty enthusiasts. Say goodbye to dimethicone, petroleum, talc, and bismuth oxychloride with Alima Pure.

Mango People

mango people clean makeup Caption: Discover the Ayurveda-inspired beauty of Mango People's makeup.

Mango People is a new 100% natural makeup brand that draws inspiration from Ayurveda. Despite being a newcomer, they've already made their mark by being available at Sephora. Their Mango Cream Blush & Lip Multistick and bronzers boast nourishing ingredients like Ashwagandha, Bibhitaki Fruit Extract, Amalaki Fruit Extract, and more. Mango People is all about clean beauty, using butters, oils, fruit extracts, and Ayurvedic ingredients to create amazing products.

Elate Cosmetics

elate beauty tinted balm Caption: Experience vegan and sustainable beauty with Elate Cosmetics.

Elate Cosmetics is a vegan and sustainable cosmetic brand that offers a wide range of beauty products. Their clean, cruelty-free, and eco-friendly makeup enhances your natural beauty while considering the environment. Elate Cosmetics uses natural ingredients derived from plants and minerals, ensuring their products are safe for both you and the planet.

non-toxic makeup brands Caption: Discover the best organic makeup brands.


When it comes to non-toxic makeup, it's essential to choose brands that prioritize your health and adhere to clean ingredient standards. From INIKA Organic to Elate Cosmetics, these top non-toxic makeup brands offer a wide range of products that are safe and effective. Embrace their offerings and enjoy the beauty of clean makeup without compromising on quality or performance.