These Clean Beauty Brands Made Us Ditch Our Old Products ASAP
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It’s time to face the truth: Makeup expires. Think of how many items you have in your medicine cabinet, everyday makeup bag, “extras” stash, and your travel bag—do you remember when you bought them? Do you know how often you should be swapping them out? Even an unopened product may have expired and should be removed from your pile.
According to Today.com, eye makeup should be retired after six months and most other products should be tossed after one year, including skincare! (Of course, makeup brushes should be regularly cleaned and sponges should be replaced every three months.) While the end of the year is a great time to tidy up your collection, tossing old items is a process that you’ll want to do every few months—unless you only buy products at the end of the year.
We recommend purging your products every three months (or once per quarter). There are several bonuses to cleaning out your makeup and skincare, too: you can see what items you actually use, which can inform your shopping and save you money. You are also more motivated to use what you already have instead of allowing it to hide under your sink until its turn, and, maybe best of all, you have the opportunity to replace your products with items that align with your values.
That last point is a nod to sustainable beauty, which takes several forms and can look different for each of us. Before diving into top “clean” makeup brands, it’s imperative to note that the beauty industry isn’t strictly regulated, meaning terms like “clean,” “natural,” and “cruelty-free,” can mean different things to different companies. There are some beauty retail sites, like Sephora, Credo Beauty, and Ulta, that allow you to search through items with a clean stamp of approval, but even those standards differ between retailers and may not always be as transparent as you would expect.
It’s easy to fall victim to clean beauty greenwashing. You're not alone! While some items we recommend may not fit your idea of clean beauty or represent the values that you uphold—whether that be finding products that are cruelty-free, vegan, paraben-free, natural, from women-owned brands, sustainable, or something else—it’s important to research before you buy or search using a site you trust.
We rounded up a dozen affordable clean makeup and skincare brands you can rely on for new products as you ditch your empties and expired items. Spend your money where it counts!
Ilia
Ilia is one of the top clean beauty brands and one that our beauty team personally loves. The brand has a welcoming, diverse approach to makeup, and you can see people of all ages and races on the brand’s social media, which provides representation, while simultaneously allowing you to see what Ilia’s makeup actually looks like on different skin tones.
The brand makes a wide array of clean beauty products that includes foundation, lip colors, eye shadow palettes, mascara, and several skincare-focused products. Ilia is part of 1% For the Planet—an international organization founded to prevent greenwashing and whose members donate 1% of sales annually to environmental causes—and is Leaping Bunny Certified.
Ilia also has a recycling program where you can send in “10 empty beauty products per month” from any brand to be recycled properly.
Popular Products:
Image: Sephora
Limitless Lash Lengthening Clean Mascara
A long-wearing mascara with shea butter that doesn’t feel heavy on your lashes.
Image: Nordstrom
Clean Line Liquid Eyeliner
A fine-tip liquid liner that goes on smoothly.
Image: Sephora
NightLite Bronzer Powder
A powder that comes in four rosy-to-rich brown shades and leaves skin silky.
Image: Sephora
Super Serum Skin Tint SPF 40 Foundation
One of the brand’s bestsellers, this skin tint is part-SPF and part-foundation and is sold in dozens of shades for a close match to most (if not all) skin types.
Beauty Counter
BeautyCounter is a Certified B-Corporation, one of the hardest and highest standards to meet in terms of sustainable and all-around ethical practices. The brand has helped introduce clean beauty standards to the U.S., with some refillable product options, such as their cream blush.
The brand also reports transparent ingredient sourcing, by using mica, vanilla, and “environmentally-friendly palm oil.” BeautyCounter has a myriad of makeup products, as well as skincare items, and a bath and body line.
Popular Products:
Image: Beauty Counter
Skin Twin Featherweight Foundation
A jojoba plant-infused foundation that absorbs into skin and isn’t greasy.
Image: Beauty Counter
Sheer Genius Conditioning Lipstick
A weightless and buildable lip color that will last for hours.
Image: Beauty Counter
All Bright C Serum
Using both vitamin C and turmeric, this serum will help brighten and even your skin tone as well as protect against environmental stressors.
Image: Beauty Counter
Instant Eye Makeup Remover
An EWG-Certified makeup remover that won’t bother sensitive skin.
Merit
The Los Angeles-based beauty brand, Merit, makes clean beauty that has non-toxic ingredients and sustainable packaging, as well as using ingredients like plant-based squalane and Vitamin B5 in its products. Merit beauty is vegan and Leaping Bunny Certified. Products like creamy blushes, lengthening mascaras, eyeshadows, and skin-perfecting sticks will keep your routine simple and minimal and produce high quality looks.
Popular Products:
Image: Sephora
Flush Balm Cream Blush
An easy-to-apply cream blush that’s buildable for a light flush or noticeable color.
Image: Sephora
Day Glow Dewy Highlighting Balm
A dewy, glowy highlighter in three metallic shades.
Image: Sephora
Brow 1980 Volumizing Eyebrow Pomade Gel
This eyebrow gel is long-lasting and will keep your brows in place.
Image: Sephora
Signature Lip Lightweight Lipstick
A vegan and cruelty-free lipstick that comes in eight different shades.
Vapour
Vapour creates beauty products using natural & USDA-certified organic formulas, and its packaging and shipping materials are FSC-certified and recyclable. Vapour even has an Ingredient Glossary where it breaks down chemicals and natural ingredients into simpler terms and notes which products are plant-derived.
Only 92% of Vapour’s products contain water, which certainly reduces how much water is used as an ingredient and in the production process. Vapour’s products are sleek and minimal, but cover everything you’d need for a full-face look.
Popular Products:
Image: Skinstore
Lip Nectar
Looking for a lightweight lippy? This lipstick is as light as a gloss and hydrates your lips while wearing it.
Image: Nordstrom
Soft Focus Foundation
A liquid foundation with sunflower and castor oil that provides a light layer of coverage.
Image: Amazon
Eyeshadow Quad
Four is better than one! This eyeshadow quad comes in several different combinations, giving you just the right matte and glittery shades all in one.
Image: Amazon
Blush Powder
This blush powder is smooth and lightweight, making it easy to layer and build.
Burt’s Bees
You’re probably familiar with Burt’s Bees’ popular minty chapstick or even its baby-safe lotion formulas. However, the brand’s makeup line deserves the same amount of acclaim as one of the top affordable clean makeup brands. Its products are a longtime go-to of mine, especially lipsticks in rich colors, like Crimson Coast and Russet River.
Burt’s Bees uses 99% natural ingredients in almost every product, and it gives back to wildlife and honeybee biodiversity efforts. Many product packaging materials are made of recycled and/or post-consumer plastic, and many products are in only cardboard packaging rather than plastic film.
Popular Products:
Image: Amazon
Mattifying Powder Foundation
A lightweight foundation powder that absorbs excess oils without drying skin.
Image: Amazon
Lengthening Mascara
Jojoba oil and Glycerin mascara that comes in Brown-Black and Black tones.
Image: Amazon
Russet River Lipstick
My go-to lip color that’s reminiscent of Elaine Benes and the perfect dark red.
Image: Amazon
Natural Moisturizing Lip Shimmer
A moisturizing shimmery version of the brand’s best-selling color-infused lip balms.
Saie
Saie is a clean beauty brand with a number of sustainable certifications: Climate Neutral, Plastic Negative, Carbon Neutral, Leaping Bunny Certified, and is part of 1% For the Planet. The brand’s formulations are based on European beauty regulations—which are stricter than in the United States. Saie also accepts its products back via mail or at participating Sephora stores to be recycled via Pact Collective (the same partner that Ilia works with!). Saie’s makeup is widely loved and ranges from subtle lip blurs to glowy highlighters and brow gel.
Popular Products:
Image: Sephora
Dew Blush Liquid Cheek Blush
An easy-to-apply blush that gives you perfect rosy cheeks.
Image: Sephora
Slip Tint Dewy Tinted Moisturizer SPF 35 Sunscreen
A combo product that provides light coverage with hyaluronic acid for hydration and SPF for some sun protection.
Image: Sephora
Hydrabeam Brightening + Hydrating Under Eye Concealer
Vegan concealer that you can rely on day or night.
Image: Sephora
Lip Blur Soft-Matte Hydrating Lipstick
With bright, berry-like shades this hydrating lipstick goes on smooth and looks great with any makeup palette.
W3ll People
Well People makes EWG-verified products that are also dermatologist-approved. Its clean beauty products are plant-powered and cruelty-free (Leaping Bunny and PETA-certified). You can find everything from serums to creamy face trios to makeup brushes at Well People. Its beauty products are produced in Fair Trade Factories and packaged in recycled or recyclable containers and shipping parcels.
Popular Products:
Image: Ulta
Expressionist Pro Mascara
An everyday mascara with sunflower seed oil and castor seed oil for a nourished and defined finish.
Image: Ulta
Supernatural Stick Bronzer
Bronzers are easy to use, especially in stick form. Simply swipe this shimmery shade across your skin and gently rub it in with a brush or your fingers for a sunkissed glow.
Image: Ulta
Bio Stick Foundation
This foundation stick comes in five shades and is a creamy consistency that rubs in easily for on-the-go application.
Image: Ulta
Superpowder Brightening Powder
A lightweight powder that smoothes the look of skin and sets your makeup.
Kjaer Weis
Kjaer Weise claims to be the first brand to launch with refillable products in 2010 and has since continued its efforts to create beauty products sustainably. The brand has an in-depth ingredient library to research, as well as recyclable and refillable products in metal containers. The brand avoids excess materials in its packaging, and the beauty product formulas themselves are organic, cruelty-free, and gluten-free.
Popular Products:
Image: Credo
The Beautiful Tint
A tinted moisturizer for all skin types formulated with mica and squalane.
Image: Credo
The Red Edit Lipstick
A perfect red lipstick with shea butter and rose hip oil.
Image: Credo
Lip Pencil
Lip liners are back on-trend, so buy one from a clean brand. This easy-to-use pencil comes in shades ranging from pink to orange to brown.
Image: Credo
Refillable Cream Blush
A sustainable blush compact that you can keep and switch out with one of 13 different shades.
Kosas
Kosas is a standout name in the world of clean beauty. This brand embodies a unique fusion of skincare and makeup and has a list of planet-positive qualities like being cruelty-free and Leaping Bunny Certified, packing in tree-free or FSC-certified cartons, and using tubes that are made from biomaterials.
Kosas' approach to beauty revolves around the concept of "The 10-Second Routine," emphasizing quick, natural, and effective makeup application. Their products are carefully crafted with nourishing ingredients, and the brand takes pride in offering a range of complexion-enhancing items, such as tinted face oil, creamy blushes, and lipstick shades that cater to various skin tones.
With a commitment to clean, non-toxic formulations, Kosas is the go-to brand for those who seek effortless beauty and healthier, radiant skin.
Popular Products:
Image: Credo
Revealer Super Creamy + Brightening Concealer
This medium-coverage concealer is a TikTok favorite, thanks to its lightweight formula and smooth applicator.
Image: Credo
LipFuel Hyaluronic Lip Balm
Lip balms are underrated, especially a reliable one like this hyaluronic-infused balm that will soften lips.
Image: Credo
Revealer Skin Improving Foundation SPF 25
Kosas’ foundation is also a bestseller, and with over 30 shades, you’re sure to find a close match. Clinical results showed the foundation helped make skin smoother, while 97% of users say it blends in easily.
Image: Credo
GrowPotion Fluffy Lash + Brow Serum
Not all brow serums are created equal, but this lash booster will set your brows in place and help them look fluffier.
The Inkey List
The Inkey List is a skincare brand that's making waves in the industry by providing accessible, effective, and affordable skincare solutions. While clean beauty is often associated with makeup, this brand takes a slightly different approach by offering an impressive lineup of skincare products.
The Inkey List's philosophy revolves around simplifying skincare, providing consumers with clear, straightforward product descriptions and high-quality ingredients. From hyaluronic acid serums to retinol treatments, The Inkey List has garnered a reputation for being affordable, yet effective and is a Certified B Corporation and Leaping Bunny Certified.
Popular Products:
Image: Sephora
Caffeine De-puffing + Dark Circle Eye Cream
Caffeine eye creams help your under-eyes look brighter and more awake, and this de-puffing formula is a fraction of the price of many similar alternatives.
Image: Sephora
Hyaluronic Acid Hydrating Face Serum
Hyaluronic acid is a superpower skincare ingredient that helps lock in moisture, making this face serum something you’ll want to always have on hand.
Image: Sephora
Peptide Moisturizer
If you’re looking for a new moisturizer, consider this fast-absorbing product that works with all types of skin.
Image: Sephora
Oat Cleansing Balm
A gentle cleanser can make a huge difference in your skincare (and makeup) routine. This oat kernel oil and colloidal oatmeal formula helps soothe skin year-round.
Tula Skincare
Tula Skincare is a brand that exemplifies clean beauty, focusing on skincare solutions. Known for its probiotic-infused products, Tula has gained a loyal following. The brand's emphasis on balancing the skin's natural microbiome sets it apart, and in terms of sustainability, it is Leaping Bunny Certified, SFI Certified, FSC Certified, ships carbon neutral, and has a product recycling partnership with Terracycle.
Tula offers a wide range of skincare essentials, from cleansers to serums, all designed to promote healthy, glowing skin. With a commitment to clean and non-toxic ingredients, Tula is perfect for those seeking a balanced approach to beauty that prioritizes your skin’s health.
Popular Products:
Image: Sephora
So Smooth Resurfacing & Brightening Enzyme Mask
This enzyme face mask provides gentle exfoliation, unveiling skin that appears brighter and smoother after each use.
Image: Sephora
Sensitive Skin Treatment Drops Calming Vitamin B Serum
Tula’s serum for sensitive skin contains four varieties of vitamin B to alleviate discomfort and diminish irritation while protecting skin for the future.
Image: Sephora
So Poreless Deep Exfoliating Blackhead Scrub
Everyone loves a good blackhead-erasing product. This scrub has probiotic extracts, raspberry leaf, and volcanic sand to exfoliate and reduce the look of pores.
Image: Sephora
No Place Like Chrome Eye Balm Duo Set
A step above an eye serum, this duo of rose-gold and champagne chrome eye balms hydrate and cool the eyes with a hint of color.
Youth to the People
Youth to the People is a brand that not only champions clean beauty, but also stands firmly for sustainability and social responsibility. They take a holistic approach to skincare, offering a selection of vegan and cruelty-free products that harness the power of superfood ingredients. Almost all items are packed in glass to avoid single-use plastics, and any boxes used are FSC-Certified. From their bestselling kale and green tea cleanser to adaptogen-rich serums, Youth to the People is embraces the concept of clean beauty, making it a brand dedicated to the well-being of the planet and all of its inhabitants.
Popular Products:
Image: Sephora
Superfood Gentle Antioxidant Cleanser
This superfood cleanser is packed full of skin-nourishing ingredients and leaves your face feeling soft and clean.
Image: Sephora
Kombucha + 10% AHA Exfoliant
Use this glycolic acid peel overnight to help exfoliate your skin and promote an even skin tone.
Image: Sephora
Superberry Hydrate + Glow Dream Night Cream
For ultra-hydrated skin, turn to this thick night mask that will make your skin feel plump, moisturized, and glowy.
Image: Sephora
Youth Stacks: Plump It Up
This time of year can be rough for many due to cold temps, wind, and dry air. If that’s you, try this duo that will soothe and hydrate skin for a dewy look.