Over the last few years, the clean beauty movement in the United States has grown significantly. More people are now paying attention not only to how makeup looks on the skin, but also to the ingredients behind the products, the philosophy of the brands, and the overall experience they offer.
Because of this, several American makeup brands have become especially popular for their more minimalist approach to beauty, skin-conscious formulas, and modern aesthetic. Many of them are also cruelty-free, vegan, or focused on more sustainable packaging and production practices.
If you’ve been wanting to discover makeup brands that feel a little more elevated, natural, and aligned with today’s beauty trends, these are definitely worth knowing about.
1. ILIA Beauty
Founded in California, ILIA Beauty has become one of the most recognized names within the clean beauty space in the US. The brand is known for combining makeup with skincare-inspired ingredients, creating products that feel lighter, fresher, and more natural on the skin.
One of the things people love most about ILIA is that their products are designed to enhance the skin instead of covering it completely. Their skin tints, mascaras, and multi-use sticks have become especially popular among people who prefer softer makeup looks and more natural finishes.
The brand is also cruelty-free and has made efforts toward more conscious packaging and ingredient transparency, which is one of the reasons it continues to stand out in the beauty industry.
If you like:
- glowy skin,
- soft makeup,
- minimalist beauty,
- “clean girl” makeup aesthetics,
ILIA is probably a brand you’ll enjoy exploring.
2. Saie
Saie is one of those brands that completely exploded in popularity over the last few years, especially across TikTok, beauty creators, and editorial beauty spaces.
Founded by Laney Crowell, the brand focuses on makeup that feels effortless, modern, and easy to wear in real life. Their products are known for creating fresh-looking skin, natural glow, and lightweight finishes that don’t feel overly heavy.
One of the reasons Saie has gained so much attention is because the brand strongly emphasizes cleaner formulas while still keeping the makeup trendy and wearable. Their Dew Blush and Glowy Super Gel products have become especially popular for achieving that healthy, luminous skin look that’s everywhere right now.
The overall aesthetic of the brand feels very:
- fresh,
- polished,
- effortless,
- modern beauty inspired.
And honestly, that’s exactly why so many people gravitate toward it.
3.Tower 28 Beauty
Tower 28 Beauty has become one of the most talked-about beauty brands for people with sensitive or reactive skin.
Founded by Amy Liu in Los Angeles, the brand was created with the idea that makeup should feel comfortable, simple, and less overwhelming for the skin. Many of their products are designed following stricter ingredient standards and are known for their lightweight textures and natural finishes.
Tower 28 is especially recognized for products like:
- their ShineOn Lip Jelly,
- cream blushes,
- facial sprays,
- and skin-friendly complexion products.
One thing that makes the brand stand out is how approachable it feels. The packaging is fun, the makeup is easy to wear, and the products work really well for everyday beauty looks that still feel polished.
It’s the kind of makeup that gives:
- effortless beauty,
- soft glam,
- healthy skin energy,
without looking overly dramatic.
4. Kosas
Kosas has built a strong reputation for combining makeup with skincare-focused formulas and modern beauty trends.
Founded by Sheena Yaitanes, the brand became especially popular because of products that help the skin look fresher and more radiant rather than heavily covered. Their concealers, powders, and lip oils are now some of the most recognized products within the clean beauty category in the US.
Kosas is also known for promoting a more relaxed and wearable approach to makeup. Instead of full heavy glam, the brand leans more into:
- breathable skin,
- natural glow,
- effortless finishes,
- and softer beauty looks.
Over time, the brand has also become associated with vegan formulas, cruelty-free practices, and ingredient-conscious beauty, which continues to attract consumers looking for more modern alternatives within the makeup industry.
Why clean beauty continues to grow
One of the biggest reasons clean beauty brands continue growing in the US is because beauty trends themselves have changed a lot in recent years.
Instead of overly heavy makeup, many people are now looking for:
- fresher skin,
- softer finishes,
- lighter formulas,
- skincare-focused makeup,
- and products that feel more natural overall.
And honestly, that shift has completely transformed the beauty industry.
At Foriu, we’ve also seen how many clients now prefer makeup that still feels elevated and polished for events, while allowing their skin and natural features to shine through. Because at the end of the day, makeup should help you feel confident—not hidden behind layers of produc