The Good Trade editors endorse products we’ve personally researched, tested, and genuinely love. Learn more about our methodology and business model here.

Have you noticed ‘natural’ and organic’ seem to be on every cosmetic label these days? We have, too. Unfortunately, lack of regulation means these marketing buzzwords don’t always reflect a product’s ingredients. (Check out what goes into an organic certification here).

Don’t worry, though—our editors have searched far and wide for the very best organic makeup brands and natural skincare products that are truly clean and cruelty-free, ranging in price and product. This list is updated regularly, so share your favorite makeup brands and products in the comments below.

And don’t miss our guides for natural skin care brandsorganic foundations, natural lipsticks, and organic mascara!


Best OverallMost Affordable | Most Nourishing  


1. ILIA

Best For | Multi-use sticks, serum foundations
Natural & Organic | Natural & USDA-certified organic ingredients, safe synthetics
Features | Sustainable & eco-friendly packaging, recycling program, gives back to 1% For The Planet & One Tree Planted, cruelty-free, vegan-friendly
Price Range | $24 (eye primer) – $54 (foundation)

The best makeup brands blend natural, effective ingredients with nourishing vitamins and oils in skin care. Enter ILIA. This natural cosmetic line is making formulas from scratch to ensure your makeup is the cleanest it can be, and it’s dedicated to sustainability and ethics every step of the way. We love the multi-purpose sticks for travel and a compact makeup collection.


2. WELL PEOPLE

Best For | Minimalist makeup
Natural & Organic | Natural & plant-based ingredients
Features | Sustainable practices & packaging, EWG verified, cruelty-free, vegan-friendly, made in the USA
Price Range | $10 (mini mascara) – $30 (moisturizer with SPF)

If you’re going for the perfect no-makeup look, WELL PEOPLE is the brand for you. The cruelty-free and natural cosmetics in this collection are designed to nourish and soothe your skin while also giving you the color and coverage you desire. Plus, the line includes many vegan products we adore. We love how versatile and affordable WELL PEOPLE’s handcrafted cosmetics are, especially since 35+ products are EWG-verified. (You can find WELL PEOPLE in major drugstores!)


3. 100% Pure

Best For | Fruit-pigmented lip & cheek tint
Natural & Organic | Naturally pigmented, nontoxic ingredients
Features | Recycled packaging, cruelty-free, gives back to various causes
Price Range | $8 (lip balm) – $55 (palette)

100% Pure aims to create the world’s purest organic and all-natural line of cosmetics, beauty products, and skin care. The brand’s vegan cosmetics are formulated with high-performing antioxidants, naturally occurring vitamins, and essential oils to give your skin maximum benefits. The brand even offers soaps, shampoos, and conditioners to complete your (nontoxic) beauty routine! Affordable, safe, and stunning.


4. RMS Beauty

Best For | Concealer & highlighters
Natural & Organic | Natural, food-grade, & organic ingredients
Features| Recyclable & reusable packaging, cruelty-free, nano- & GMO-free
Price Range | $20 (eye pencil) – $52 (cover-up foundation)

RMS Beauty is renowned in the beauty world, and it’s clear why. The brand’s cosmetic collection is produced with raw, food-grade, organic materials that hydrate and illuminate your skin while enhancing and improving your already beautiful complexion. RMS is dedicated to transforming the way people use makeup, creating products that are not only nontoxic and GMO-free but also healing and nourishing.


5. Kosas

Best For | Cream blush & highlighter duos, lipsticks & glosses
Natural & Organic | Botanical formulas & safe synthetics
Features | Botanically based skin care, eco-friendly packaging, cruelty-free, vegan-friendly
Price Range | $15 (eyeshadow) – $42 (face oil foundation)

Kosas is on a mission to reinvent our beauty routines through intentional formulas. Founded by a chemist dedicated to clean and quality cosmetics (sans 2,7000 harmful ingreidents), the brand’s natural beauty collection is filled with nourishing botanical ingredients. We especially love the dimensional colors you can achieve with the cream blush duos and the inclusive shades of face oil foundation.


6. Jones Road

Best For | Miracle balm
Natural & Organic | Clean, safe ingredients without phthalates, sulfates, petrolatum, PEGs, cyclic silicones, EDTA, or BPA
Features | Vegan options, cruelty-free, 100% recyclable Forest Stewardship Council®-certified post-consumer fiber packaging
Price Range | $18 (lip balm) – $44 (foundation

Makeup pioneer Bobbi Brown created Jones Road just four years after leaving her namesake company. “Why can’t I find makeup products that are both clean and high-performance- that don’t sacrifice one for the other?” she asked. Jones Road seeks to fill that gap in the market, with easy, multi-purpose products that could be used to achieve any look— from a natural, no-makeup look to a high drama, ultra glam one. Using even stricter guidelines that the E.U.’s, the carefully curated range of balms, sticks, and creams are the best of the best in high impact clean beauty.


7. Alima Pure

Best For | Powder foundations & primers
Natural & Organic | Natural, nontoxic ingredients
Features | Certified B Corp, carbon-neutral, reusable packaging, renewable energy-powered, cruelty-free, gives back to 1% For The Planet
Price Range | $18 (eyeshadow) – $48 (liquid primer) 

Alima Pure products are formulated with the purest ingredients for maximum impact—and the natural makeup brand never uses synthetic dyes or tests on animals. The B Corp also gives back each year to green initiatives and is fully carbon-free. We love the diverse shades and the team’s dedication to affordable natural and organic beauty. If you’re not ready to commit to its best-selling powder foundation, try a sample first!


8. Juice Beauty

Best For | Tinted moisturizer
Natural & Organic | Natural & USDA-certified organic ingredients
Features | Local sourcing, recycled packaging, solar & wind power operations, vegan, cruelty-free, gives back
Price Range | $15 (SPF lip moisturizer) – $44 (serum foundation)

Juice Beauty creates organic and natural, clinically validated skin care and vibrant plant-pigmented cosmetics. All of the products are vegan and cruelty-free, and the brand utilizes sustainable energy sources for production. These products are also USDA-certified organic, so you can feel good about what you’re putting on (and into!) your skin.


9. Axiology

Best For | Multi-use balms
Natural & Organic | Organic ingredients
Features | Eco-friendly packaging, recycling program, vegan, cruelty-free, palm oil-free 
Price Range | $14 (multi-use balm) – $28 (lipstick)

For makeup that’s as fun as it is Earth-friendly, Axiology does it best. The California-based brand makes creamy and colorful multi-use balms and lipsticks, and does so using only 10 (!) ingredients of clean oils, extracts, waxes, and butters. The entire collection is vegan, palm oil-free, and comes in boxes made by women in Bali from paper waste collected on the island.


10. Au Naturale

Best For | Bold lip colors
Natural & Organic | Nontoxic & USDA-certified organic ingredients
Features | Ethically sourced & purely processed colorants, recyclable packaging, cruelty-free, vegan, made in the USA, gives back to environmental causes
Price Range | $15 (tinted lip oil) – $42 (foundation)

Au Naturale has been a leader in the clean beauty revolution since 2011. Founded by a nuclear analyst looking for cosmetics that would be safe and nourishing for her skin, Au Naturale products are vegan, gluten-free, nontoxic, and paraben-free; these cosmetics are intentionally made to be non-irritating. We love the countless lip colors and the numerous shades of foundation.


11. Lily Lolo

Best For | Mineral-based makeup
Natural & Organic | Natural ingredients
Features | Nontoxic, recyclable packaging, vegan-friendly
Price Range | $12 (eyeshadow) – $26 (cream foundation)

London-based brand Lily Lolo specializes in mineral makeup, so you can rest assured that its entire line (of bronzers, blushes, BB creams, and more) is free from harsh chemicals like parabens, perfumes, dyes, and fillers. And because Lily Lolo is crafted to complement any skin type, whether dry or oily, its products provide you the most natural finish without clogging or irritation. Plus, the collection comes in plastic containers that are fully recyclable. 


12. NOTO

Best For | Multi-use stains
Natural & Organic | Organic ingredients
Features | Small batch, sustainable packaging, refill program, vegan, cruelty-free
Price Range | $19 (multi-use stick) – $28 (highlighter pot)

Based in Los Angeles, NOTO’s gender-fluid makeup was developed with minimalists in mind. From its pigmented lip & cheek stains to its highlighter for the face & body, the collection is vegan, crafted in small batches, and made from organic plant-based ingredients (like olive fruit oil and rosemary leaf extract). Its bottles are made of glass, the plastics of PCR material, and the boxes are biodegradable. If you’re in LA, NOTO offers a refill program so you can replenish your emptied bottles.


13. Burt’s Bees

Best For | Affordable makeup
Natural & Organic | Natural ingredients
Features | Carbon Neutral Certified, recyclable packaging, water offsetting, cruelty-free, recycling program, gives back
Price Range | $5 (tinted lip balm) – $17 (powder foundation)

Founded in 1984, Burt’s Bees has been making Earth-friendly personal care products for over 30 years, and its makeup collection upholds that same standard. Its eyes, lips, and face formulas include responsibly sourced ingredients like safflower seed oil, honey, and bamboo; and Burt’s Bees uses a percentage of PCR material in all its packaging. Naturally, its eponymous foundation supports honeybee health and biodiversity, and has given over $3.5 million in grants.


14. Merit Beauty

Best For | Minimalist makeup
Natural & Organic | Clean ingredients
Features | Nontoxic ingredients, sustainable packaging, vegan, cruelty-free, gives back
Price Range | $24 (lip oil) – $38 (complexion stick)

Merit makes exactly what we need—no more, no less. The Los Angeles-based beauty brand offers a highly curated line of “well-edited essentials” (including a lengthening mascara and highlighting balm) that is free from over 1,400 potentially unsafe ingredients. Instead, its products boast skin-loving formulas that include plant-based squalane, vitamin B5, kaolin clay, and sea daffodil extract. Its shipment packaging is recyclable, reusable, or biodegradable; and Merit also volunteers, donates, and supports the nonprofit Baby2Baby.


15. Erin’s Faces

Best For | Mineral makeup
Natural & Organic | Organic ingredients
Features | Paraben-free, cruelty-free, vegan-friendly, gives back
Price Range | $8 (tinted lip balm) – $40 (foundation)

Named for its founder, a former makeup artist, Erin’s Faces is on a mission to empower, educate, and include. Based in New Jersey, the skincare and mineral makeup brand crafts paraben-free essentials like mascara made with organic matcha, lip gloss made with organic strawberries, and a combo cream that’s tinted moisturizer, sunscreen, and antioxidant lotion. Plus, a percentage of Erin’s Faces sales goes towards nonprofits like One Tree Planted and the Trevor Project. Face the day effortlessly.


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