These Are The Best Natural Makeup Brands Right Now

Rising awareness of what lies within our makeup products has sparked a new wave of conscious consumerism. It’s no longer enough for products to promise longevity, colour payoff and tiptop texture; now our mascara, foundation, bronzer and lipstick brands have a responsibility - to care for our skin (plus the planet) as they enhance, conceal and correct it.

Most of us are starting to scan packaging as we hunt for the perfect lip shade. Natural, non-toxic, vegan and organic are just some of the key words on our radar. But what do each of these terms actually mean, and how can they benefit our skin (if at all)?

Natural, Non-Toxic, Vegan or Organic…

What is natural makeup?

“Natural ingredients mostly come from nature. The skin and body can synergistically relate to these ingredients easier than some of the synthetic versions,” explains RMS Beauty founder, Rose-Marie. Of course, natural ingredients can have their downfalls - expiration date being one.

It’s also important to know your own skin type when dealing with natural makeup ingredients, adds makeup artist and brand founder Ruby Hammer MBE. “If you are allergic to fragrance and scent in products, a natural rose-based ingredient will not be beneficial to you. Same goes for essential oils,” she tells us.

What is Non-Toxic makeup?

“Why would you carry on using a toxic product if you knew it was so?” questions Ruby. She has a point. But unfortunately, it’s not always as easy as searching for ‘non-toxic makeup’ on the packaging. Luckily, if you want to delve deeper into the topic, “a very well executed website for further information is Cosmetics Database as well as several apps that can be found online,” says Rose-Marie.

What is vegan makeup?

“Vegan means a product that has no animal products (beeswax, honey etc),” says Rose-Marie. These products are committed to aligning with vegan beliefs on an ethical level and have animal protection at their core. It’s all a case of personal preference. “One of my most important tips is to ask yourself. You own this brand, what is their philosophy, does it resonate with me and are they trustworthy,” says Rose-Marie.

What is organic makeup?

“When you have organic ingredients, you will have a product that is non-GMO, and grown with no pesticides, insecticides and is certified hopefully by a respected certifying agency,” Rose-Marie outlines. For a COSMOS ORGANIC stamp for instance (a leading international certification for organic cosmetics), products would have to comply with a list of standards, plus contain the required percentages of organic ingredients.

Best Natural Makeup Brands for 2024

Here are a few kind-to-skin products we rate, best natural makeup brands, vegan beauty brands, and non-toxic makeup included. Just remember, the important thing is to consider ingredients and claims that hold personal importance for your skin and lifestyle. Let’s shop.