US makeup brands

11 US Makeup Brands That You Should Have in Your Beauty Collection

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If you’re looking for the best makeup from USA, you’re in luck. There are plenty of incredible American beauty brands that offer everything, from foundation and lipstick to eyeshadow and mascara. In this article, I’ll reveal the 11 top US makeup brands that are worth checking out, as well as the US makeup brands not available in the UK.

Let’s dive in.

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The Best 11 US Makeup Brands To Try 

If you’re looking for the best US-based makeup brands, I’ve got you covered. In this US makeup brands list, you’ll find the very best US makeup brands that you should know about, as well as some of the top products to try. 

1. Anastasia Beverly Hills

Anastasia Beverly Hills was originally known for its eyebrow products, including the awesome Brow Wiz, but has since expanded its range to include lipsticks, eyeshadows, and other makeup products. Some of the best products include bronzers and eyeshadow palettes. 

2. Rare Beauty

Rare Beauty is a newer brand on the list, with a wide range of easy-to-use products for an effortless look. If you like natural-looking makeup, then this brand is for you. I’ve reviewed the Eyeshadow Sticks but I will say that their base products perform much better. 

3. E.l.f Cosmetics

E.l.f is one of the most popular American drugstore makeup brands with a vast range of affordable makeup (and skincare). From lipsticks to eyeshadows to foundations, e.l.f has everything you need to create a full makeup look. Their products are also cruelty-free and vegan, making them an excellent choice for those who are conscious about animal welfare. I’ve reviewed some of their eyeshadow palettes here and here

4. Urban Decay

A US-based brand known for its edgy and bold makeup products, Urban Decay has gained a global following. The brand’s products are known for their long-lasting formulas, including foundations and concealers. The best of these US makeup brands products also include the brow products and the Naked eyeshadow palettes. 

5. NYX

NYX is an affordable US-based makeup brand, founded in 1999. With a wide range of everything from foundation to lipsticks, they’re fast becoming an influencer favorite. Some of my loved products include the Butter Lip Gloss, Plump Right Back Primer and Sweet Cheeks Blush. 

7. Glossier

Glossier has the millennial pink packaging that everyone used to obsess over. While I don’t see them raved about quite so much since their launch, they still have some brilliant quality products, including the Cloud Paint Blush which is a cult favorite. Glossier also offers a range of skincare products that are gentle and effective. Their Milky Jelly Cleanser, for example, is perfect for those with sensitive skin.

8. Revlon

Revlon is another one of the most popular US makeup brands that offers affordable products made in the USA. Their foundations are always a good choice – in fact, they have a great shade range for those with pale skin. I generally find most drugstore foundations lean orange toned but I’ve never had that problem with Revlon. I’d also recommend the lipsticks too. 

9. ColourPop

ColourPop is an affordable US-based makeup brand, founded in 2014. While you can’t get their products in the UK, they do ship here so I suggest waiting until there’s an offer on which will save you a little extra money. I think shipping tends to come in around $10 and upwards. The ColourPop shadows, blushes and highlighters are all brilliant products. Whether you’re looking for bold eyeshadows or long-lasting lipsticks, ColourPop has something for everyone.

10. Bobbi Brown

Bobbi Brown is a luxe makeup brand that was founded by the makeup artist of the same name. Bobbi Brown’s makeup line includes everything from eyeshadow to lipstick and is known for its innovative formulas and chic packaging. The base products are some of the best on the market, especially the creamy concealers. They tend to get overlooked by other brands but they are great value for money. 

11. Benefit

If there was an award for cute packaging, Benefit would absolutely win. They’re one of the most iconic US makeup brands and many of the products are highly nostalgic. I remember using the High Beam highlighter from 16 onwards and it’s a classic for adding a pearl pink glow. The mascaras are also a favorite of mine, especially the original Bad Gal. 

Additional Top Cosmetic Companies in USA

If you’re looking for more top US makeup brands, take a look at the list below:

  • Tarte
  • Kylie Cosmetics
  • KVD Beauty
  • CoverGirl
  • Rem beauty
  • Maybelline
  • Wet ‘n’ Wild 
  • Physicians Formula
  • Neutrogena
  • Hourglass
  • Haus Labs
  • Kosas
  • GXVE

What To Buy in America on Holiday

If you’re heading to the states on holiday, then you may be wondering what US makeup brands you can buy that aren’t available in the UK or Europe. Well, here are a few of the best affordable US makeup brands to check out that you’ll find in drugstores. 

  • CoverGirl
  • ColourPop
  • Moira Beauty
  • Hard Candy
  • Smashbox – discontinued in UK
  • Ulta beauty collection – own brand
  • Persona
  • Lorac


What is the most popular makeup brand in the USA?

Maybelline, Rare Beauty and e.l.f cosmetics are three of the most popular makeup brands in the USA. 

What is the biggest cosmetics company in the USA?

Estee Lauder, which is US-based, is the biggest cosmetics company, owning Bobbi Brown, M.A.C, Too Faced, Deciem, and more. 

What are the beauty retail companies in the US?

Beauty retail companies in the US include Ulta, Sally’s, Sephora, Walmart, CVS, and Walgreens. 

US Makeup Brands: To Sum Up

Now that you’ve read about the best US makeup brands, you can start to form an idea of some staples that you may like in your collection.

Whether you want something minimal like Glossier or a little more glam like you might find at ColourPop, there are some fantastic US makeup brands out there that can help you achieve the makeup look you desire. 

I generally find that no one brand is cohesive across the board, so you’ll likely discover that you adore many different products across a wide spectrum of brands. Have fun finding new makeup and let me know if you purchase any of my recommendations – I’d love to know your thoughts!

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