When you buy US makeup brands, cosmetic companies based in the United States that design, manufacture, and sell makeup products globally. Also known as American beauty brands, they dominate global shelves with everything from drugstore staples to high-end luxury lines. But not all are created equal. Some push innovation with clean ingredients, while others still test on animals or hide behind vague marketing. If you care about what’s in your lipstick or foundation, you need to know who’s doing what—and why it matters.
Many cruelty-free makeup, cosmetic products that aren’t tested on animals at any stage of development. Also known as non-animal-tested makeup, it’s a growing category with clear certifications like Leaping Bunny and PETA’s Beauty Without Bunnies. Brands like Fenty Beauty, Rare Beauty, and Milk Makeup lead this space, offering bold colors and skin-friendly formulas without animal testing. But here’s the catch: some brands claim to be cruelty-free while selling in China, where animal testing is required by law. Victoria’s Secret, for example, isn’t truly cruelty-free because of its China sales. And Olay? It’s owned by Procter & Gamble, which still tests on animals in certain markets. You can’t trust labels alone—you need to dig deeper.
Then there’s the vegan cosmetics, makeup that contains no animal-derived ingredients like beeswax, carmine, or lanolin. Also known as plant-based makeup, it’s not just a trend—it’s a lifestyle choice for millions. Vegan doesn’t always mean clean, though. Some vegan brands still use synthetic chemicals that irritate skin. The best options combine vegan formulas with transparent sourcing, like Dr. Hauschka or Ilia Beauty. These brands don’t just avoid animals—they avoid harmful additives too.
What you’ll find in the posts below isn’t just a list of names. It’s a breakdown of who’s honest, who’s misleading, and who actually delivers results. You’ll see how top US makeup brands stack up on ethics, performance, and value. Whether you’re switching to clean beauty, hunting for affordable drugstore finds, or just tired of greenwashing, these articles cut through the noise. No fluff. No hype. Just real info on what’s in your makeup—and who’s behind it.
Discover the 7 most famous cosmetic brands in the USA in 2025, from drugstore favorites like Maybelline to luxury icons like Estée Lauder and clean beauty disruptors like Drunk Elephant.
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