15 makeup brands to add to your collection in 2025

Get ready to explore more makeup brands this new year. We have listed some popular and well-loved makeup brands for you to add to your collection. We have also included new and upcoming makeup brands to look out for in 2025. Explore them here and start adding them to your wishlist.

1) Charlotte Tilbury

Charlotte Tilbury is a renowned makeup brand founded by celebrity makeup artist of the same name. What makes Charlotte Tilbury's products sought after is the versatility and universality of the shades and formulations. Charlotte Tilbury products help you achieve an amazing everyday makeup look and they wow everyone when you have to turn your glam face on.

2) Too Faced

Too Faced makeup products aim to empower you and make you feel beautiful with a dash of fun. Not only are their products amazing, but they also have quirky packaging with cheeky product names. Remember their Better Than Sex mascara, Creamsicle Tickle Lip Injection Gloss, and Killer Liner Eye Pencil? We are planning to add those products to our 2025 makeup bag again.

3) Phlur

Phlur was founded by Chriselle Lim, the owner and creative director of the perfume brand. Phlur is all about expressing yourself through fragrances. Start browsing Phlur's list of fragrances and scents, you might just find your signature scent for 2025. You can also find body care products and candles to make your home smell gorgeous.

4) Dior Beauty

Dior is a beauty mogul when it comes to luxurious makeup products. Fans are drawn to this brand not just because of their opulent products, but also the luxe packaging that comes with it. It feels like owning a piece of art. If you want to add a Dior Beauty product to your collection, the Dior Addict Lip Glow is a great item to start with.

5) Makeup by Mario

Makeup by Mario is created and owned by Mario Dedivanovic, a leading individual in the beauty industry. Celebrities, beauty influencers, and beauty enthusiasts in general are all leaning towards Makeup by Mario products. Here are some of his favorites: Master Mattes Eyeshadow Palette: The Neutrals, SoftSculpt Bronzing & Shaping Serum, MoistureGlow Plumping Lip Serum, and Soft Pop Plumping Blush Veil.

6) Beauty of Joseon

Beauty of Joseon is a Korean skincare brand that is making waves across international borders. It focuses on "clean, innovative formulas designed to transform your skincare routine." All these formulations are passed down from the Joseon dynasty. Beauty of Joseon is crafting products that you might want to check out!

7) Haus Labs by Lady Gaga

Lady Gaga's brand. Haus Labs was founded in 2019 and is the first big beauty line to launch exclusively on Amazon. Later in 2022, Haus Labs joined Sephora as another retail partner. Haus Labs products are vegan and cruelty-free, making sure the makeup you use is made with love.

8) Rhode

Rhode was founded by American model, socialite, and businesswoman, Hailey Bieber in 2022. According to Hailey Bieber, "Rhode is dedicated to making products based in science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare". Additionally, the main focus of Rhode is "Simplicity. Affordability. Authenticity. Quality. Transparency".

9) Rare Beauty

Rare Beauty, another new and groundbreaking makeup brand in the industry was founded by American actress and singer, Selena Gomez, who is dedicated to breaking down the "unrealistic standards of perfection". The note from Rare Beauty's Founder, Selena Gomez reads, "I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness".

10) Fenty Beauty

Fenty Beauty was founded by Barbadian singer, actress, and businesswoman, Rihanna, in 2017. The main reason why Rihanna decided to start her own makeup brand is because even after working with big names in makeup, she found them lacking in including different skin types and tones, as well as hair textures. Fenty Beauty is black-girl friendly so make sure you add it to your collection if you are a woman of color.

11) Summer Fridays

Marianna Hewitt and Lauren Ireland are two beauty influencers who have been looking for products that will tick all their boxes. After not finding the one, they decided to start Summer Fridays. These products are known for their easy-to-use and clean ingredients. Products like the Lip Butter Balms and the Jet Lag Mask have garnered an immense following and should be checked out by interested buyers.

12) Merit Beauty

If there is a beauty brand that condones the "less is more" idea, Merit Beauty is it. Since the whole focus of Merit Beauty is on minimalist makeup, it believes "in creating impossible-to-mess-up products that are designed to meet the reality of your daily routine." Merit Beauty is a clean, vegan, and cruelty-free beauty brand.

13) Glossier

Glossier started out as Into the Gloss before they started making makeup products in 2014. Glossier's philosophy is "Skin First. Makeup Second". The makeup brand also believes that makeup should be a form of expression, creativity, and fun. Makeup is meant to enhance your features and not cover them up.

14) Milk Makeup

Milk Makeup is a NYC-based makeup brand founded by Mazdack Rassi and Dianna Ruth. The core of Milk Makeup is using good ingredients that are vegan, cruelty-free, and paraben-free. This year, you could check out the Hydro Grip + Glow Primer, Cooling Water Jelly Tint, and Lip + Cheek cream blush from Milk Makeup for your collection.

15) Laneige

Laneige is a groundbreaking Korean makeup beauty brand that has been in the industry since the 90s. Laneige created the first innovative cream-based toner. The main focus of Laneige is to produce clinically proven products that focus on improving the skin's barrier. Some of the main products you might want to add to your routine this year are the Bouncy & Firm Sleeping Mask, Water Bank Blue Hyaluronic Cream Moisturizer, and Lip Glowy Balm.