Over the past twelve years, we’ve helped hundreds of thousands of readers move from the mainstream, big-box store brands to smaller brands that prioritize sustainability, nontoxic materials and ingredients, and quality design for longevity. Whether it’s a piece of furniture in our homes, a simple t-shirt, or a new face moisturizer, any purchase we make can help make a vote for what values we prioritize.

During my own time as an editor for The Good Trade (almost ten years!), I’ve come to understand more about how the ingredients in the beauty and skincare products we use every day can impact our bodies. And, frankly, making the change to organic and nontoxic skincare and makeup hasn’t cost me my favorite routines, nor has it ultimately cost me more money in the long run!

“After reviewing over 700,000 products purchased by readers in the past five years, we’ve narrowed it down to the top beauty and skincare sellers in each category.”

This is why I decided to scour as much data as I could to find out which products our readers have actually purchased โ€” and re-purchased throughout the years. Because when you get a recommendation from us, it doesn’t just mean that we’ve used it in our daily routines for weeks or months โ€” it also means that, somewhere, there’s a spreadsheet outlining which products we’ve tested and which ones are worth our time and money. (Anyone else love a good spreadsheet?)

So, after reviewing over 700,000 products purchased by readers in the past five years and then some, we’ve narrowed it down to the top sellers in each category. You’ll see that there are some very strong contenders for favorite brands (looking at you, ILIA and Well People!) but there are some other darlings that are worth trying โ€” everyone’s unique, so keep your skin type and routine needs in mind when selecting from these top favorites. Looking for something specific? Drop your questions in the comments and our team will get you a recommendation that suits your needs.

Here’s your directory of our all-time favorite beauty buys, straight from our readers’ shopping carts โ€” and makeup bags. Enjoy! ๐Ÿ’‹

Mascara

  1. Limitless Lash Mascara, ILIA ($29)
  2. Expressionist Volumizing Mascara, Well People ($20)
  3. Fruit Pigmentedยฎ Ultra Lengthening Mascara, 100% PURE ($28)

Read our comprehensive mascara review

Eyeshadow

  1. Power Palette Eyeshadow, Well People ($23)
  2. The Necessary Eyeshadow Palette, ILIA ($41)
  3. 100% Pure Fruit Pigmentedยฎ Pretty Naked Palette, 100% PURE ($55)

Read our comprehensive eyeshadow review

A tube of ILIA mascara with the wand applicator removed and standing upright in the tube, displayed on a reflective surface.
A hand holds an open eyeshadow palette with five shades; swatches of the colors are visible on the forearm.
ILIA’s Limitless Lash Mascara tops the chart for our readers’ favorite mascara, and Well People’s Power Palette
is your pick for eyeshadow

Brows

  1. In Frame Brow Gel, ILIA ($25)
  2. Expressionist Clear Brow Gel, Well People ($14)
  3. Expressionist Brow Pencil, Well People ($15)

Eye Liner

  1. Thru Line Waterproof Eyeliner, ILIA ($26)
  2. Fresh Lines Eye Pencil, Well People ($18)
  3. Clean Line Liquid Liner, ILIA ($29)
Close-up of a person smiling with clear skin, glossy lips, and a hand resting on their face against a neutral background.
Three arms of different skin tones display swatches of various makeup shades from light to dark, with the middle hand holding a dual-ended makeup pencil.
ILIA tops the charts again for the brow gel and eyeliner (I personally use the brow gel and love it!)

Lipsticks, Oils, And Balms

  1. Lush Lip Tinted Oil, Well People ($12)
  2. Balmy Tint Hydrating Lip Balm, ILIA ($29)

Read our comprehensive lipstick review

Liquid Foundations & Skin Tint

  1. Super Serum Skin Tint SPF 40, ILIA ($48)
  2. Bio Powder Foundation, Well People ($28)
  3. PHYTO-PIGMENTS Flawless Serum Foundation, Juice Beauty ($45)

Read our comprehensive foundation review

A person is putting lipstick on a wooden table.
The lush lip oil from Well People is an everyday staple for several of our editors, and ILIA’s Super Serum Skin Tint is a versatile, lightweight foundation that has a huge range of shade options!

SPFs

  1. Daily SPF, Cocokind ($25)
  2. Daygleamer Mineral Sunscreen Serum SPF 34, Well People ($26)

Read our comprehensive face sunscreen review

Concealers

  1. True Skin Serum Concealer, ILIA ($32)
  2. Bio Correct Concealer, Well People ($23)

Highlighters & Bronzers

  1. Sunshift Cream Bronzer + Lightshift Cream Highlighter, ILIA ($40 each)
  2. Supernatural Stick Bronzer + Supernatural Stick Highlighter, Well People ($22 each)

Blush & Multisticks

  1. Cream Multi-Stick, ILIA ($36)
  2. Supernatural Multi-Use Blush Stick, Well People ($22)
  3. Power Palette Powder Face Trio, Well People ($23)
Cocokind SPF 32 facial sunscreen lotion is shown on a hand.
Three hands of different skin tones hold round ILIA compacts, with three swatches labeled Glint, Arc, and Daze on each arm, showing the shades on various skin tones.
Cocokind makes the best of the best when it comes to reef-safe, affordable SPF for everyday wear, and we love the glow that ILIA’s highlighters give us

Setting Powders & Sprays

  1. Soft Focus Setting Powder, ILIA ($38)
  2. Loose Superpowder Brightening Powder, Well People ($21)
  3. Dew Your Makeup Mist 3-in-1 Setting Spray, Well People ($16)

Cleansers

  1. Fantastic Face Wash, Ursa Major ($46)
  2. Juice Cleanse Soothing Aloe Face Cleanser, Well People ($19)
  3. Clear Nourishing Cleanser, True Botanicals ($48)
  4. Oil To Milk Cleansing Balm, Cocokind ($18)

Read our comprehensive cleansers review

Moisturizers

  1. Golden Hour Recovery Cream, Ursa Major ($54)
  2. Electrolyte Water Cream, Cocokind ($20)
  3. Resurrection Polypeptide Cream, Cocokind ($27)
  4. Fresh Dew Snow Mushroom Gel-Cream Moisturizer, Well People ($23)

Read our comprehensive moisturizers review

An open jar of Ursa Major Golden Hour Recovery Cream sits on a textured fabric surface, with the white lid placed beside it.
Person with curly hair holds a translucent bottle of skincare product, eyes closed, smiling slightly, standing indoors near a bed and closet.
Ursa Major has long been our go-to for powerful, plant-driven skincare โ€” and you agree! The brand takes top of the lists for the best moisturizer and face wash

Serums 

  1. True Skin Radiant Priming Serum, ILIA ($52)
  2. Bio Brightener Priming Serum, Well People ($26)
  3. Chebula Active Serum, True Botanicals ($90)
  4. Vitamin C Glow Serum, Cocokind ($22)

Eye Cream

  1. Bright Start Retinol Alternative Eye Cream, ILIA ($46)
  2. Coffee Bean Caffeine Eye Cream, 100% PURE ($35)
  3. Revitalizing Dew Snow Mushroom Eye Gel-Cream, Well People ($19)
  4. Revitalizing Eye Cream, Cocokind ($19)

Read our comprehensive eye creams review

A close-up of a person applying a serum to their cheek with a dropper. The person has fair skin, blue eyes, and is wearing a gold hoop earring.
A blue tube of revitalizing eye cream with a metal applicator tip lies next to a dollop of cream on a light blue surface.
ILIA takes the cake yet again for serums and eye creams, but Cocokind is worth a mention for its affordable, powerful revitalizing eye cream (it costs less than $20!)

Shampoo

  1. H.A.P.I. Shampoo, Sienna Naturals ($28)
  2. Go Easy Shampoo, Ursa Major ($28)
  3. Embody Volumizing Shampoo, JVN Hair ($24)
  4. Glossy Locks Grow More Shampoo, 100% PURE ($34)

Read our comprehensive shampoo review

Conditioner

  1. Untangled Conditioner, Sienna Naturals ($32)
  2. Dew Magic Leave-In Conditioner, Sienna Naturals ($28)
  3. Go Easy Conditioner, Ursa Major ($30)
  4. Nurture Hydrating Conditioner, JVN Hair ($24)

Hair Treatments & Styling

  1. Dream Curl Cream, Sienna Naturals ($32)
  2. Plant Power Repair Mask, Sienna Naturals ($34)
A hand covered in suds holds a green bottle of Sienna Naturals H.A.P.I. Shampoo in front of a tiled shower wall.
Clear bottle of Ursa Major Go Easy Shampoo with a pump top, next to text listing its benefits: gentle cleansing, moisture boost, healthy scalp, and creamy, sulfate-free lather.
Sienna Naturals tops the list for shampoo and conditioner, but they’re followed close by Ursa Major’s shampoo and conditioners

Fragrance

  1. Travel Spray Duo, DedCool ($50)
  2. Full Collection Discovery Set, Henry Rose ($45)

Read our comprehensive perfume review

Body Care

  1. Sake Body Lotion, Cocokind ($23)
  2. Hoppinโ€™ Fresh Body Wash, Ursa Major ($26)
  3. Vanilla Bean Shower Gel, 100% PURE ($25)
  4. Undaria Algaeโ„ข Body Wash, Osea Malibu ($32)

Read our comprehensive lotion review and our guide to natural body washes

A bottle of DedCool Layering Fragrance Milk stands next to its box on a light wooden surface.
natural body lotion cocokind
To top it all off, DedCool has your heart (and your nose) when it comes to fragrance, and Cocokind’s Sake Body lotion is one we all keep buying on repeat โ€” especially now that winter is coming

Emily McGowan is the Editorial Director at The Good Trade. She studied Creative Writing and Business at Indiana University, and has over ten years of experience as a writer and editor in sustainability and lifestyle spaces. Since 2017, sheโ€™s been discovering and reviewing the top sustainable home, fashion, beauty, and wellness products so readers can make their most informed decisions. Her editorial work has been recognized by major publications like The New York Times and BBC Worklife. You can usually find her in her colorful Los Angeles apartment journaling, playing with her two cats, or crafting. Say hi on Instagram or follow along with her Substack, Pinky Promise.