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In recent years, natural makeup has become all the rage. People are caring more about what they put on their faces and body. They’re studying labels, researching brands, and learning about potentially harmful substances found in traditional makeup.

Consequently, people are turning toward natural makeup, like lipstick colored with fruit pigment. It’s also known as clean, green, or nontoxic makeup.

In this article, we’ll explore the differences between natural and regular makeup.

In the cosmetics industry, there’s no legal definition for the term “natural.” The Food and Drug Administration (FDA) has not established what a “natural” makeup product consists of.

This means companies do not need to meet certain guidelines or requirements to label their makeup as natural.

But in general, natural makeup products are cosmetics that contain ingredients from natural sources, like plants or minerals. These ingredients are also considered nontoxic and less likely to cause health problems.

Since many natural makeup brands prioritize nature, they often use eco-friendly packaging as well. This may include containers that are refillable or made of recyclable materials, like paper.

With so many options available, selecting natural beauty products can be overwhelming. To help you out, we rounded up 17 of the best natural makeup products online.

All of these products were chosen due to their ingredient quality. We selected cosmetics created by companies that are transparent about their ingredients. Specifically, we looked for brands that prioritize natural ingredients that are safe for both humans and the environment.

Additionally, we considered positive customer feedback to ensure each product has added value to people’s beauty routines.

Many of these products were also chosen due to their excellent ratings from the Environmental Working Group (EWG). The EWG rates cosmetics, toiletries, and skin care products based on their potential health hazards and concerns.

Pricing guide

  • $ = under $20
  • $$ = $20–$25
  • $$$ = over $25

Before you purchase a product on this list, check the size (they’re usually in ounces). Consider how often you may use it. This will give you an idea of how much the product will cost you over time.

Best mascara

Saie Mascara

  • Price: $$
  • Free of: parabens, phthalates, sulfates, synthetic fragrances, GMOs, talc, butylated hydroxyanisole (BHA), gluten, mineral oil, paraffin
  • Colors offered: 1
  • Pros: contains conditioning ingredients
  • Cons: available in one shade

Saie uses all-natural ingredients for its small, yet quality, line of makeup. This includes their Mascara 101, a thick and paraben-free mascara.

It relies on beeswax and quackgrass extract to strengthen, lengthen, and shape eyelashes. It also contains organic shea butter, which helps condition lashes.

This mascara is also free of propylene glycol. Users say it doesn’t irritate eyes or sensitive skin.

Best eyeliner

Mineral Fusion Eye Pencil

  • Price: $
  • Free of: parabens, phthalates, synthetic fragrances, talc, gluten, artificial colors, sodium lauryl sulfate
  • Colors offered: 5
  • Pros: large shade range and contains moisturizing ingredients
  • Cons: lines might not be as clean or sharp as liquid eyeliner

This eye pencil is a hypoallergenic, cruelty-free eyeliner designed to define. People also use it to create a smoky eye look, thanks to its smooth formula.

It contains skin-friendly ingredients like vitamin E, meadowfoam, and jojoba. It’s also hypoallergenic and fragrance-free, making it ideal for people with sensitive skin.

This natural eyeliner is also free of gluten, parabens, and phthalates. Plus, some people use it as a brow pencil, suggesting its potential as a multiuse product.

Best eye shadow

Mineral Fusion Eye Shadow Trio

  • Price: $
  • Free of: parabens, phthalates, synthetic fragrances talc, gluten, artificial colors, sodium lauryl sulfate
  • Colors offered: 10
  • Pros: large shade range
  • Cons: many of the colors are not vegan-friendly

This eye shadow trio is a natural, talcTrusted Source-free alternative to conventional eye shadow. It’s cruelty-free and contains no fragrance, gluten, parabens, or phthalates.

It features a blend of botanical ingredients, including aloe vera, white tea, and grapeseed. Some color options also contain chamomile and vitamin E, which can be soothing on the skin.

Most of the trios contain carmine, a dye made from dried bugs. If you’re vegan or allergic to carmine, check the ingredient list before purchasing.

Best concealer

W3LL PEOPLE Bio Correct Multi-Action Concealer

  • Price: $$
  • Free of: parabens, dimethicone, propylene glycol, sulfates, synthetic fragrances, synthetic fillers, preservatives, silicone, mineral oil, bismuth oxychloride, oxybenzone, avobenzone
  • Shades offered: 6
  • Pros: ideal for light coverage and “no makeup” makeup looks
  • Cons: limited color range

W3LL PEOPLE Bio Correct Multi-Action Concealer is a natural, non-GMO concealer with a mousse-like texture. It’s formulated to blend easily and provide coverage.

The active ingredients are pomegranate, coffee, and organic algae. It’s free of parabens, dimethicone, and propylene glycol.

Users love how natural it looks. They also say that it’s gentle and doesn’t cause irritation. This product comes in six shades.

Best powder foundation

Maia’s Mineral Galaxy Mineral Foundation

  • Price: $$
  • Free of: synthetic fragrances, parabens, talc
  • Shades offered: 22
  • Pros: large shade range
  • Cons: might be less ideal for dry skin types or full-coverage looks

In general, it’s difficult to find natural foundations in a wide range of shades. Maia’s Mineral Galaxy Minera Foundation has a variety — 22, to be exact.

This powder foundation is formulated to provide even, lightweight coverage. It contains a blend of pure minerals, along with organic arrowroot powder and kaolin clay, and is free of parabens.

Best liquid foundation

Rejuva Age Defying Liquid Foundation

  • Price: $
  • Free of: gluten, talc, soy, animal byproducts, mica
  • Shades offered: 6
  • Pros: affordable and contains moisturizing ingredients
  • Cons: contains coconut oil, which might cause acne in some people

This botanical liquid foundation is designed for all skin types. It provides moderate coverage and leaves a semi-dewy, natural finish.

If you prefer a liquid foundation to a powder one, this product could be a good choice. It comes in six shades.

Beneficial ingredients include coconut oil, sunflower oil, and aloe leaf juice. Keep in mind that while coconut oil is moisturizing, for some people it causes breakouts.

This product is formulated without gluten, talc, soy, or animal byproducts.

Best blush

Crunchi Make Me Blush

  • Price: $$$
  • Free of: gluten, GMO, phenoxyethanol, talc, Japanese honeysuckle, grapefruit seed extract, parabens, phthalates, BPA, synthetic fragrances
  • Colors offered: 4
  • Pros: packaged in biodegradable material
  • Cons: no dark blush shades

Crunchi Make Me Blush is a botanical, highly pigmented pressed blush. It’s packaged in biodegradable paperboard.

The blush is vegan, gluten-free, and non-GMO. Beneficial ingredients include organic virgin argan oil, rice powder, oregano extract, and lavender.

Users say the four colors look soft and natural on the skin. Some even use it as a lip stain or eye color.

Best highlighter

RMS Beauty Luminizer X Quad

  • Price: $$$
  • Free of: gluten, soy, GMOs, parabens, phthalates, talc, synthetic fragrances, talc, sulfates
  • Colors offered: 4
  • Pros: versatile and moisturizing formula
  • Cons: higher price point and contains coconut oil, which might be comedogenic for some people

This highlighter quad creates a natural glow. It’s made of plant-derived ingredients, including castor seed oil, coconut oil, and rosemary.

The shades, which can be mixed together, are free of gluten and soy. They’re also cruelty-free and non-GMO.

Since this product contains beeswax, it’s not vegan-friendly. It also contains coconut oil, which may clog pores in some people.

Best lipstick

Mineral Fusion Lipstick

  • Price: $
  • Free of: gluten, GMOs, parabens, phthalates, fragrance
  • Colors offered: 15
  • Pros: affordable and large shade range
  • Cons: contains coconut oil, which is potentially comedogenic

This lipstick adds color while providing hydration and moisture. Its active ingredients are shea butter, jojoba oil, and pomegranate, along with vitamins C and E.

Mineral Fusion Lipstick is pigmented with mineral colors instead of synthetic dyes. Like other Mineral Fusion products, it doesn’t contain parabens, phthalates, or artificial fragrances.

According to users, this lipstick feels smooth and has staying power.

Best lip gloss

C’est Moi Reflect Lip Gloss

  • Price: $
  • Free of: synthetic fragrance, talc, parabens, phthalates, sulfates, mineral oil, propylene glycol
  • Colors offered: 2
  • Pros: affordable and ideal for sensitive skin
  • Cons: limited color range

This paraben-free, sheer lip gloss adds shine and color. It contains a blend of moisturizing plant oils, including castor seed oil and sunflower seed oil. Many of its botanical ingredients are organic.

This gloss, along with the brand’s entire line, was created for people with sensitive and delicate skin.

Since this gloss is made with beeswax and carmine, it’s not vegan.

Best eye primer

ILIA Natural Brightening Eye Primer

  • Price: $$
  • Free of: gluten, synthetic dye, parabens, petroleum, mineral oil, talc, propylene glycol, cyclomethicones
  • Colors offered: 1
  • Pros: formulated with depuffing ingredients
  • Cons: limited color range

This natural eye primer from ILIA will help your eye makeup last longer. It can also help brighten your eyes area thanks to mineral pigments.

The product also contains arnica, aloe, and rose hip, which are meant to depuff and soothe the skin.

You can wear the ILIA Natural Eye Brightening Primer alone or beneath powder and cream eyeshadows.

Best face primer

Juice Beauty Phyto-Pigments Illuminating Primer

  • Price: $$$
  • Free of: parabens, phthalates, petroleum, propylene or butylene glycol, sulfates, artificial dyes, synthetic fragrances, dimethicone, silicone
  • Colors offered: 1
  • Pros: silicone-free, unlike many other primers
  • Cons: might add extra steps to your makeup routine

Designed for all skin types, this natural face primer helps create a smooth base for foundation. It can be used with all types of foundation, including cream, powder, and liquid formulas.

This paraben-free primer contains vitamins C and E, which are antioxidants. It also has witch hazel extract for oil control and coconut alkanes for hydration.

Additionally, this face primer from Juice Beauty is packaged in a recyclable glass bottle.

Best cream blush

MOB Beauty Cream Clay Blush

  • Price: $$
  • Free of: parabens, phthalates, gluten, talc, Japanese honeysuckle, mineral oil, silicones, sodium laureth sulfate, triclosan
  • Colors offered: 6
  • Pros: packaged in a refillable container
  • Cons: might not be ideal for oily complexions

MOB Beauty is a brand that offers natural cosmetics in refillable and reusable packaging. This means they provide refills for all their products, which can help you reduce waste.

This cream blush by MOB is extremely versatile, as it can be used on other parts of your face. It also contains avocado oil, sunflower wax, vitamins C and E, and chamomile.

Shoppers say the blush looks natural and smooth on the skin. Many users also enjoy the refillable feature of this product.

Best eyebrow pencil

Jones Road The Brow Pencil

  • Price: $$
  • Free of: parabens, phthalates, sulfates, petrolatum, GMOs, BHA, palmitate, oxybenzone, triclocarban
  • Colors offered: 5
  • Pros: no plastic casing
  • Cons: some users dislike the chubby pencil shape

Available in five shades, this natural brow pencil can be used to define or fill in your brows.

The formula, which is designed to be waterproof, contains vitamins A and E. It also has linoleic and stearic acids, which may help soothe the skin.

Users say the brow pencil is easy to blend and lasts for a long time.

Best multi-use product

Axiology Vegan Multi-Use Balmie

  • Price: $
  • Free of: gluten, fragrance, alcohol, palm oil, animal-derived ingredients
  • Colors offered: 14
  • Pros: zero-waste packaging and large shade range
  • Cons: no hard packaging to protect the product

Multi-use products, like Axiology’s Balmies, are essential for minimalist makeup kits. They can be used anywhere on the face, including the lips and cheeks.

These Balmies contain hydrating ingredients like castor oil, kokum butter, sunflower seed wax, and hemp seed oil. They also have vitamin E for moisture.

Available in 14 colors, Axiology’s Balmies are completely plastic-free. They come in a paper tube, which is designed to be peeled away as you use them.

Best bronzer

RMS Beauty Buriti Bronzer

  • Price: $$$
  • Free of: gluten, soy, GMOs, parabens, phthalates, talc, synthetic fragrances, talc, sulfates
  • Colors offered: 1
  • Pros: buildable formula
  • Cons: might be less ideal for oily complexions

The RMS Beauty Buriti Bronzer is formulated to give the skin a luminous glow. It can be mixed with foundation and used on the face or body.

Featuring ingredients like cocoa seed butter and shea butter, the product is highly moisturizing. It also contains buriti oil, which offers antioxidants.

According to shoppers, a little bit goes a long way. They say that it’s buildable and looks natural on the skin.

Best solid foundation stick

Westman Atelier Vital Skin Foundation Stick

  • Price: $$$
  • Free of: silicones, parabens, phthalates, talc, synthetic fragrances, polyethylene glycols
  • Colors offered: 21
  • Pros: large shade range
  • Cons: higher price point

This foundation stick contains skin-friendly ingredients like vegetable-derived squalene and camellia seed oil. It’s suited for sensitive skin and is available in 21 shades.

The formula is creamy and provides medium coverage. However, it’s buildable, so it can be used to create a full coverage look.

It’s important to note that this foundation contains coconut oil. In some people, this ingredient might cause breakouts.

The main difference between natural and regular makeup is the ingredients.

Generally, makeup is called “natural” if it contains ingredients from natural sources. It usually has a minimal amount of altered or synthetic substances.


Here are some ingredients you probably won’t find in natural makeup:

  • Synthetic preservatives. Natural makeup doesn’t contain preservatives designed to increase shelf life.
  • Artificial colorants. The bright colors of regular makeup depend on synthetic dyes and pigments. Clean makeup uses natural sources instead.
  • Artificial fragrances. A synthetic fragrance is a cocktail of chemicals, but brands don’t have to list them. These fragrances aren’t used in natural makeup.
  • Heavy metals. While heavy metals like lead and arsenic are found in nature, they’re linked to health problems at high doses. Natural makeup should meet the safety limits for these ingredients.


Typically, natural makeup costs more than regular makeup. That’s because natural cosmetics are often made with high quality ingredients and no cheap fillers. Plus, they’re usually manufactured in smaller batches rather than mass-produced.


No makeup, including natural makeup, is strictly regulated. The FDA doesn’t require companies to include specific ingredients or meet detailed standards. It’s the manufacturer’s responsibility to make sure their products are safe.

The word “natural” also doesn’t have a legal definition, so a brand can call their products this based on their own definition. This means something marketed as “natural” or “clean” can have a small amount of synthetic or potentially harmful ingredients.

It’s super important to do your own research and read labels and ingredient lists when buying makeup.

Pros of natural makeup

  • contains ingredients from nature
  • has fewer harmful synthetic ingredients
  • safe to use on sensitive skin
  • usually eco-friendly

Cons of natural makeup

  • shorter shelf life from a lack of synthetic preservatives
  • natural pigments usually less vibrant than synthetic dyes
  • smaller shade selections
  • usually more expensive
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Pros of regular makeup

  • longer shelf life
  • brighter due to synthetic pigments
  • larger shade selection
  • less expensive and widely available

Cons of regular makeup

  • may be linked to unfavorable health effects
  • contains more potentially harmful synthetic ingredients
  • higher risk of allergic reactions
  • can be harsh on sensitive skin
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While all “clean/natural” makeup isn’t created equal, there are some general benefits to using it.

1. Reduced exposure to harmful ingredients

Many people like natural makeup because it has fewer potentially harmful synthetic ingredients.

For example, parabens are synthetic preservatives often found in regular cosmetics. The body absorbs parabens through the skin and excretes them in urine. High paraben exposure leads to high levels in urine.

A 2016 study in Environmental Research compared the urinary paraben levels of 106 pregnant women to their blood levels of reproductive and thyroid hormones.

After analyzing the data, the researchers found a link between parabens and hormone disruption during pregnancy, which may increase the risk of adverse birth effects.

While more research is necessary, the EWG suggests avoiding parabens.

The EWG also recommends skipping cosmetics with potentially toxic ingredients, including:

  • formaldehyde
  • phthalates
  • ingredients listed as “fragrance” (aka artificial/synthetic scents)
  • toluene

By using natural makeup, you can minimize your exposure to these ingredients.

2. Fewer odor-induced headaches

Some companies scent their makeup with artificial fragrances. Usually, this is done to mask other ingredients or enhance the branding of the product.

According to a 2014 article, odors can trigger headaches in people who are prone to migraine. For some, this may include fragrances used in scented makeup.

Since natural makeup is often fragrance-free, it might be an ideal alternative if you’re sensitive to strong odors.

3. Lower risk of skin irritation

The preservatives, dyes, and fragrances in regular makeup can cause contact dermatitis. This involves an itchy red rash due to skin sensitivity or an allergic reaction.

In fact, cosmetics are the most common cause of fragrance-related contact dermatitis, according to a 2018 article.

Another 2018 study examined the risk of skin sensitivity of various products with fragrances. Compared to rinse-off products like shampoo and cleanser, items like lipstick and eye shadow are more likely to cause skin issues because they’re worn for a long period.

Using natural makeup without preservatives, dyes, and fragrances can limit your risk of skin irritation.

4. Safer for sensitive skin

Natural products are generally well tolerated by people with sensitive skin. Regular cosmetics, on the other hand, often trigger flare-ups and increase irritation.

For instance, people with eczema are encouraged to use products without synthetic dyes. Makeup with plant-based ingredients is also recommended.

Unlike traditional makeup, natural products are more likely to check these boxes.

5. Contains skin-healthy ingredients

In addition to enhancing your features, natural makeup can give your skin a healthy boost. Clean beauty products contain plant ingredients that could benefit your skin. Examples include:

These oils have anti-inflammatory, antioxidant, and skin-repairing properties, according to a 2017 article in the International Journal of Molecular Sciences.

Natural makeup is also colored with plant pigments like fruit extracts. While there isn’t hard evidence on the skin benefits of plant pigments, it’s thought these ingredients nourish the skin with vitamins and antioxidants.

With so many options to choose from, buying natural makeup can be overwhelming. Here’s what you can look for to make your shopping experience easier.


Since natural makeup varies from brand to brand, it’s important to check the packaging. Look for these labels to find the best natural product for your needs.

  • USDA Organic: A USDA seal means that the product is USDA-certified and 100 percent organic. “Organic” means that it contains at least 95 percent organic ingredients, while “made with organic ingredients” means that it has at least 70 percent organic ingredients.
  • Fragrance-free: Look for makeup without synthetic fragrance. Avoid “unscented” products, which often have chemicals that mask another fragrance.
  • Synthetic ingredients: Most natural products should be free of parabens, formaldehyde, and phthalates.
  • Possible allergens: Even natural ingredients can cause skin irritation or allergic reactions. Check the packaging to ensure that you’re not sensitive to the ingredients.
  • Cruelty-free: If you prefer cruelty-free makeup, look for the bunny logo on the packaging.

If you need help finding natural cosmetics, the following resources rate products based on their ingredients and safety:

Specific skin types

It’s also a good idea to buy products based on your specific skin needs. Below are tips for buying makeup for different skin types and needs.

Fair skin

While everyone should prioritize sun protection, it’s even more important if you have fair skin. Look for natural makeup with SPF. Products like lip gloss or eye shadow with SPF can protect parts of your face that normally aren’t covered with sunscreen.

Asian skin

Asian skin is prone to hyperpigmentation, especially after injury or inflammation. Color-correcting concealers are designed to minimize these pigmented areas. Use purple concealer to reduce dullness, yellow concealer for purple spots, and green concealer for redness.

Skin with more pigmentation

Look for brands with a wide selection of color options to match your skin tone.

It’s also recommended to use makeup with moisturizing ingredients. Keeping your skin hydrated can minimize dryness.

Makeup remover

To safely remove your makeup, look for gentle makeup removers without alcohol and fragrance. Makeup removers with natural oils will also dissolve the oil in makeup. If you have sensitive skin, use a soothing cleansing milk or micellar water to remove your makeup.

With clean beauty on the rise, it’s becoming easier to buy natural makeup. Here are several sites that specialize in clean products:

Some retailers like Nordstrom and Sephora have sections dedicated to natural makeup. Sephora displays a green leaf logo next to these products.

You can also find some products on Amazon.

Is natural makeup OK for sensitive skin?

In general, natural makeup is ideal for sensitive skin. That’s because it often contains ingredients that are gentle and non-irritating.

Should makeup beginners get natural makeup?

Natural makeup is a great choice for beginners and experts alike. It allows you to experiment with makeup without using potentially harsh ingredients.

Which natural makeup product is safe for sensitive skin?

All-natural makeup products are usually safe for sensitive skin. Sometimes, a product might indicate that it’s OK for sensitive skin on the packaging or product page. To be extra safe, check the label to ensure you’re not allergic to any of the ingredients.

If you’d like to “clean up” your beauty routine, consider using natural makeup. Clean beauty products are typically free of harmful ingredients like parabens, phthalates, and synthetic fragrances. They’re also safer for sensitive skin.

Remember, makeup isn’t strictly regulated. Brands can call their cosmetics “natural” or “clean” based on their own definitions. To find the best products, always research brands and read labels before purchasing.