9 Non Toxic Makeup Brands Worth Trying (At Every Price Point)
Finding non toxic makeup brands used to mean compromising on performance.
The “clean” foundation didn’t match your skin tone. The natural mascara flaked by noon. Everything cost twice as much and performed half as well. That was five years ago. The landscape has completely changed.
Today, cleaner options exist at every price point, from $8 drugstore options to $54 luxury formulas. Many of them outperform their conventional counterparts. The problem isn’t availability anymore. It’s figuring out which ones are actually clean and which ones are just good at marketing.
We’ve tested a lot of them. Some are excellent. Some are overpriced. A few are genuinely revolutionary. Here are the nine non toxic makeup brands we keep coming back to, organized by price point so you can find something that fits your budget.
What Makes a Makeup Brand “Non Toxic”?
Quick definitions, because this space is confusing.
“Clean,” “natural,” and “non toxic” have no legal definition. Any brand can put these words on packaging without meeting any standard. So we use three filters:
1. Ingredient transparency. The brand publicly lists every ingredient and avoids the major offenders: parabens, phthalates, synthetic fragrance, formaldehyde releasers, talc, carbon black, and chemical UV filters.
2. Third-party verification. Certifications like EWG Verified, MADE SAFE, Leaping Bunny (cruelty-free), and COSMOS Organic actually mean something. An independent organization tested the products.
3. Performance. A clean product you don’t actually use doesn’t help anyone. Every brand below makes products that work as well as (or better than) their conventional equivalents.
Premium Non Toxic Makeup Brands ($30-$54)
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1. ILIA
ILIA is the brand most people discover first when switching to clean makeup, and for good reason. Their Super Serum Skin Tint ($48) is the product that proved clean beauty could actually be better than conventional. SPF 40, light coverage, squalane and niacinamide in the formula. It looks like skin, not makeup.
Best product: Super Serum Skin Tint
Also great: Limitless Lash Mascara, True Skin Serum Concealer
Who it’s for: People who want the “no makeup” makeup look with real skincare benefits
Certifications: EWG Verified (select products), Leaping Bunny
2. RMS Beauty
RMS Beauty was one of the original clean makeup brands. Founded by a makeup artist who worked in fashion for decades before seeing firsthand what conventional cosmetics did to models’ skin. Their products use food-grade organic ingredients. The “Un” Cover-Up concealer ($36) is their cult product for good reason.
Best product: “Un” Cover-Up Concealer
Also great: Living Luminizer (the highlighter that started the “lit from within” trend), Lip2Cheek
Who it’s for: People who prefer a dewy, luminous finish and minimal product
Certifications: MADE SAFE (select products), cruelty-free
3. Kosas
Kosas makes products that feel like skincare disguised as makeup. Their Revealer Concealer ($28) brightens and corrects while treating the under-eye area. The Wet Lip Oil Gloss ($22) is genuinely hydrating, not just shiny.
Best product: Wet Lip Oil Gloss
Also great: Revealer Concealer, Air Brow
Who it’s for: People who want color cosmetics that double as treatments
Certifications: Leaping Bunny, clean at Sephora
4. Crunchi
Crunchi is one of the most rigorously tested non toxic makeup brands on the market. Every product is EWG Verified, meaning it meets the strictest standards for ingredient safety. Their foundation gives buildable, natural coverage, and their mascara holds up all day without flaking.
Best product: Beautifully Flawless Foundation
Also great: Liquid Blush, Lip Crayon
Who it’s for: Anyone who wants salon-quality makeup with the cleanest possible ingredients
Certifications: EWG Verified, Leaping Bunny, Non-GMO Project Verified
Mid-Range Non Toxic Makeup Brands ($12-$28)
5. Tower 28
Tower 28 was founded specifically for sensitive skin. Every product is National Eczema Association accepted, which means even reactive skin can use it safely. Their ShineOn Lip Jelly ($15) comes in universally flattering shades.
Best product: ShineOn Lip Jelly
Also great: Swipe Serum Concealer, BeachPlease Tinted Balm (cheeks, lips, eyes)
Who it’s for: Sensitive skin, eczema-prone skin, anyone who reacts to conventional makeup
Certifications: National Eczema Association accepted, Leaping Bunny
6. Saie
Saie is the brand for people who want clean makeup to feel modern and fun, not crunchy. Their Glowy Super Gel ($25) gives the dewy look without shimmer. The Dew Blush ($25) blends like a dream.
Best product: Glowy Super Gel
Also great: Dew Blush, Slip Tint (tinted moisturizer with SPF 35)
Who it’s for: People who want that effortless “just came from yoga” glow
Certifications: EWG Verified (select products), clean at Sephora
7. Well People
Well People bridges the gap between drugstore prices and clean formulas. Available at Target, which makes it accessible. Co-founded by a makeup artist and a holistic doctor. Their Expressionist Mascara ($15) is one of the best clean mascaras at any price.
Best product: Expressionist Pro Mascara
Also great: Bio Tint SPF 30 Tinted Moisturizer, Nudist Multi-Use Color Stick
Who it’s for: People who want clean makeup at accessible prices without sacrificing performance
Certifications: EWG Verified, Leaping Bunny, available at Target
Your Makeup Is Just One Shelf
Your makeup bag is getting cleaner. But what about your shampoo, lotion, and the cleaning products under your sink? The 7-Day Non-Toxic Kickstart gives you one simple swap a day across your whole home.
Budget Non Toxic Makeup Brands ($5-$15)
8. Physicians Formula Organic Wear
Physicians Formula isn’t a fully clean brand, but their Organic Wear line specifically is formulated without the major offenders. Available at every drugstore. Their Tinted Moisturizer ($12) is a solid everyday base.
Best product: Organic Wear Tinted Moisturizer
Also great: Organic Wear Mascara, Organic Wear Lip Polish
Who it’s for: People on a strict budget who still want cleaner options than conventional drugstore brands
Note: Only the Organic Wear line meets our standards. Their other product lines contain conventional ingredients.
9. Burt’s Bees
Burt’s Bees is everywhere, which is actually its biggest advantage. You can grab a tinted lip balm at the grocery store checkout. Their lip products ($5-$10) are the easiest clean beauty swap that exists. Zero effort, zero research, available on the same shelf as the conventional options.
Best product: Tinted Lip Balm (any shade)
Also great: All-Aglow Bronzer Stick, Lip Shimmer
Who it’s for: People who want the absolute easiest entry point into clean beauty
Certifications: Leaping Bunny, Responsible Sourcing
The “Where Do I Start?” Answer
If you’re switching from conventional makeup and want one brand to try first:
If budget isn’t a concern: ILIA. The Super Serum Skin Tint and Limitless Lash Mascara replace your two most-used products in one order.
If you want mid-range: Tower 28 or Well People. Both are available at Sephora/Target respectively, so you can swatch in person before buying.
If you want the cheapest possible entry: Burt’s Bees tinted lip balm ($5) and Physicians Formula Organic Wear mascara ($10). Fifteen bucks and your two most-applied products are clean.
The best options aren’t the most expensive ones. They’re the ones you’ll actually use consistently. Start with one product. Replace as you run out. Within a year, your whole routine shifts without any single purchase feeling like a splurge.
For the full clean beauty swap guide covering skincare, body care, hair, and makeup, check out our complete clean beauty guide.
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Great list I like that you focused on ingredient quality because that’s where a lot of “clean beauty” brands can still be misleading. One thing that helped me was looking at curated platforms like Beauty Heroes, since they already vet brands based on stricter standards. Makes the whole process way less overwhelming.
You’re right! ‘Green-washing’ is so prevalent in clean beauty. Glad you liked the list.