Best independent cosmetics brands in North America (2026)
Last updated: September 2026 · Independently curated by damigrow
The standout independent cosmetics brands in North America right now are Rare Beauty, Fenty Beauty and e.l.f. Cosmetics — loved for their results and consistently well reviewed.
Comparison at a glance
| # | Brand | Known for | Price | Rating | Buy | Save |
|---|---|---|---|---|---|---|
| 1 | Rare BeautyRare Beauty | Soft Pinch Liquid Blush | $8.00 | — | rarebeauty.com ↗ | |
| 2 | Fenty BeautyFenty Beauty | Inclusive complexion range | $140.00 | — | fentybeauty.com ↗ | |
| 3 | e.l.f. Cosmeticse.l.f. Cosmetics | Affordable makeup dupes | $9.00 | ★★★★★ 4.7 | elfcosmetics.com ↗ | |
| 4 | GlossierGlossier | Cult minimalist beauty | $65.00 | — | glossier.com ↗ | |
| 5 | Drunk ElephantDrunk Elephant | Clean clinical skincare | $79.00 | — | drunkelephant.com ↗ | |
| 6 | Youth To The PeopleYouth To The People | Superfood skincare | See price on store ↗ | — | youthtothepeople.com ↗ | |
| 7 | KosasKosas | Clean complexion makeup | $32.00 | — | kosas.com ↗ | |
| 8 | ILIA BeautyILIA Beauty | Skin-first clean makeup | $52.00 | ★★★★★ 4.8 | iliabeauty.com ↗ | |
| 9 | Tower 28Tower 28 | Sensitive-skin makeup | $18.00 | ★★★★★ 4.7 | tower28beauty.com ↗ | |
| 10 | TopicalsTopicals | Chronic-skin care | $90.00 | — | mytopicals.com ↗ | |
| 11 | SaieSaie | Clean everyday makeup | $80.00 | — | saiehello.com ↗ | |
| 12 | Merit BeautyMerit Beauty | Minimalist clean makeup | $185.00 | — | meritbeauty.com ↗ | |
| 13 | Westman AtelierWestman Atelier | Luxury clean makeup | $85.00 | — | westman-atelier.com ↗ | |
| 14 | Milk MakeupMilk Makeup | Vegan cruelty-free makeup | $32.00 | ★★★★★ 5.0 | milkmakeup.com ↗ | |
| 15 | Summer FridaysSummer Fridays | Skincare-makeup hybrids | $36.00 | — | summerfridays.com ↗ | |
| 16 | NaturiumNaturium | Affordable actives | $23.40 | — | naturium.com ↗ | |
| 17 | VersedVersed | Clean affordable skincare | $35.99 | — | versedskin.com ↗ | |
| 18 | Hero CosmeticsHero Cosmetics | Acne patches | $23.78 | — | herocosmetics.us ↗ | |
| 19 | StarfaceStarface | Star acne patches | $6.99 | — | starface.world ↗ | |
| 20 | NecessaireNecessaire | Elevated body care | $56.00 | — | necessaire.com ↗ | |
| 21 | Bubble SkincareBubble Skincare | Gen-Z skincare | $18.00 | — | bubbleskincare.com ↗ | |
| 22 | CeremoniaCeremonia | Latina-founded haircare | $39.00 | — | ceremonia.com ↗ | |
| 23 | Ami ColéAmi Colé | Melanin-rich makeup | See price on store ↗ | — | amicole.com ↗ | |
| 24 | TatchaTatcha | luxury skincare inspired by Japan | $75.00 | ★★★★★ 4.8 | tatcha.com ↗ | |
| 25 | BeautycounterBeautycounter | clean beauty and safe ingredients | $68.00 | — | beautycounter.com ↗ | |
| 26 | BiossanceBiossance | Squalane-based skincare products | $64.00 | ★★★★☆ 4.5 | biossance.com ↗ | |
| 27 | Peach & LilyPeach & Lily | K-beauty inspired skincare | $149.00 | — | peachandlily.com ↗ | |
| 28 | Herbivore BotanicalsHerbivore Botanicals | Natural and cruelty-free skincare | $93.00 | — | herbivorebotanicals.com ↗ | |
| 29 | Osea MalibuOsea Malibu | Seaweed-based skincare products | $148.00 | ★★★★★ 4.7 | oseamalibu.com ↗ | |
| 30 | Alima PureAlima Pure | Natural mineral makeup | See price on store ↗ | — | alimapure.com ↗ | |
| 31 | 100% Pure100% Pure | Fruit pigmented cosmetics | $58.00 | ★★★★★ 4.7 | 100percentpure.com ↗ | |
| 32 | RitualsRituals | Luxury skincare and body care | See price on store ↗ | — | rituals.com ↗ | |
| 33 | True BotanicalsTrue Botanicals | Clean and effective skincare | $99.00 | — | truebotanicals.com ↗ | |
| 34 | WildlingWildling | Facial tools and skincare | $150.00 | ★★★★☆ 4.0 | wildling.com ↗ | |
| 35 | Kopari BeautyKopari Beauty | Coconut-based skincare | $6.00 | — | koparibeauty.com ↗ | |
| 36 | Lime CrimeLime Crime | Vibrant, cruelty-free makeup | $999,999,999.00 | — | limecrime.com ↗ | |
| 37 | Tula SkincareTula Skincare | Probiotic skincare products | $123.20 | — | tula.com ↗ | |
| 38 | Eminence Organic Skin CareEminence Organic Skin Care | Organic skincare solutions | $41.00 | — | eminenceorganics.com ↗ | |
| 39 | Lunar BeautyLunar Beauty | Innovative makeup collections | $52.50 | — | lunarbeauty.com ↗ | |
| 40 | Kari GranKari Gran | Luxury organic skincare | $193.50 | — | karigran.com ↗ | |
| 41 | Boreal FolkBoreal Folk | Natural skincare with wild ingredients | $115.00 | — | borealfolk.com ↗ | |
| 42 | FollainFollain | Clean beauty marketplace | $12.00 | ★★★★☆ 3.8 | follain.com ↗ | |
| 43 | Aether BeautyAether Beauty | Eco-friendly makeup products | $10,195.00 | — | aetherbeauty.com ↗ | |
| 44 | RMS BeautyRMS Beauty | Natural cosmetics with organic ingredients | $109.00 | ★★★★★ 4.9 | rmsbeauty.com ↗ | |
| 45 | Sappho New ParadigmSappho New Paradigm | Eco-friendly makeup products | See price on store ↗ | — | sapphonewparadigm.com ↗ | |
| 46 | AxiologyAxiology | Vegan and cruelty-free lip products | $9.29 | — | axiologybeauty.com ↗ | |
| 47 | Heritage StoreHeritage Store | holistic skincare and wellness products | $21.02 | — | heritagestore.com ↗ | |
| 48 | ThayersThayers | witch hazel toners and remedies | See price on store ↗ | — | thayers.com ↗ | |
| 49 | Eminence Organic Skin CareEminence Organic Skin Care | Organic fruit-based skincare | $20.00 | — | eminence.com ↗ | |
| 50 | Cocoon ApothecaryCocoon Apothecary | natural and eco-friendly skincare | $40.00 | — | cocoonapothecary.com ↗ | |
| 51 | One Love OrganicsOne Love Organics | organic skincare with clean ingredients | $109.00 | — | oneloveorganics.com ↗ |
1. Rare Beauty — Soft Pinch Liquid Blush
Claw Clip · $8.00 · Buy on rarebeauty.com
2. Fenty Beauty — Inclusive complexion range
The Fenty Flex Routine · $140.00 · Buy on fentybeauty.com
3. e.l.f. Cosmetics — Affordable makeup dupes
Halo Glow Liquid Filter · $9.00 · 4.7/5 (2,922) · Buy on elfcosmetics.com
4. Glossier — Cult minimalist beauty
The Glossier Icons · $65.00 · Buy on glossier.com
5. Drunk Elephant — Clean clinical skincare
Protini Polypeptide Cream · $79.00 · Buy on drunkelephant.com
6. Youth To The People — Superfood skincare
Superfood Cleanser · See price on store ↗ · Buy on youthtothepeople.com
7. Kosas — Clean complexion makeup
Mini Blush is Life · $32.00 · Buy on kosas.com
8. ILIA Beauty — Skin-first clean makeup
The Overglaze Lip Gloss Duo · $52.00 · 4.8/5 (888) · Buy on iliabeauty.com
9. Tower 28 — Sensitive-skin makeup
Brush 03 - Baby Blender Brush · $18.00 · 4.7/5 (64) · Buy on tower28beauty.com
10. Topicals — Chronic-skin care
Faded Serum · $90.00 · Buy on mytopicals.com
11. Saie — Clean everyday makeup
The Travel Case · $80.00 · Buy on saiehello.com
12. Merit Beauty — Minimalist clean makeup
The Complexion Set · $185.00 · Buy on meritbeauty.com
13. Westman Atelier — Luxury clean makeup
The Mimi Duo · $85.00 · Buy on westman-atelier.com
14. Milk Makeup — Vegan cruelty-free makeup
Blending Brush · $32.00 · 5.0/5 (10) · Buy on milkmakeup.com
15. Summer Fridays — Skincare-makeup hybrids
Marshmallow Minis · $36.00 · Buy on summerfridays.com
16. Naturium — Affordable actives
Double Cleanse Builder · $23.40 · Buy on naturium.com
17. Versed — Clean affordable skincare
Face · $35.99 · Buy on versedskin.com
18. Hero Cosmetics — Acne patches
The Daily Defenders · $23.78 · Buy on herocosmetics.us
19. Starface — Star acne patches
star balm® bday cake · $6.99 · Buy on starface.world
20. Necessaire — Elevated body care
The Hand-Lip Moisture Duo · $56.00 · Buy on necessaire.com
21. Bubble Skincare — Gen-Z skincare
Drop N' Dunk · $18.00 · Buy on bubbleskincare.com
22. Ceremonia — Latina-founded haircare
Mercado Trio · $39.00 · Buy on ceremonia.com
23. Ami Colé — Melanin-rich makeup
Skin-Enhancing Tint · See price on store ↗ · Buy on amicole.com
24. Tatcha — luxury skincare inspired by Japan
The Starter Ritual · $75.00 · 4.8/5 (6) · Buy on tatcha.com
25. Beautycounter — clean beauty and safe ingredients
Counter x Kassatex Beach Towel · $68.00 · Buy on beautycounter.com
26. Biossance — Squalane-based skincare products
New arrival · $64.00 · 4.5/5 (473) · Buy on biossance.com
27. Peach & Lily — K-beauty inspired skincare
Rooted in Ritual Nourish & Sculpt Set · $149.00 · Buy on peachandlily.com
28. Herbivore Botanicals — Natural and cruelty-free skincare
NOVA Skincare Set · $93.00 · Buy on herbivorebotanicals.com
29. Osea Malibu — Seaweed-based skincare products
30 Years of Bestsellers Set · $148.00 · 4.7/5 (6,268) · Buy on oseamalibu.com
30. Alima Pure — Natural mineral makeup
31. 100% Pure — Fruit pigmented cosmetics
New arrival · $58.00 · 4.7/5 (1,436) · Buy on 100percentpure.com
32. Rituals — Luxury skincare and body care
33. True Botanicals — Clean and effective skincare
Mindful Mama Kit · $99.00 · Buy on truebotanicals.com
34. Wildling — Facial tools and skincare
Aura Collection · $150.00 · 4.0/5 (5) · Buy on wildling.com
35. Kopari Beauty — Coconut-based skincare
Mini Sun Shield Soft Glow Daily Face SPF 30 · $6.00 · Buy on koparibeauty.com
36. Lime Crime — Vibrant, cruelty-free makeup
TEST Product · $999,999,999.00 · Buy on limecrime.com
37. Tula Skincare — Probiotic skincare products
The Ultimate Luminous Skin Routine · $123.20 · Buy on tula.com
38. Eminence Organic Skin Care — Organic skincare solutions
New arrival · $41.00 · Buy on eminenceorganics.com
39. Lunar Beauty — Innovative makeup collections
Lippie Love - Choose Any 5 · $52.50 · Buy on lunarbeauty.com
40. Kari Gran — Luxury organic skincare
The Essential Trio · $193.50 · Buy on karigran.com
41. Boreal Folk — Natural skincare with wild ingredients
Ultimate Skin Ritual · $115.00 · Buy on borealfolk.com
42. Follain — Clean beauty marketplace
Everything Soap Lemongrass · $12.00 · 3.8/5 (6) · Buy on follain.com
43. Aether Beauty — Eco-friendly makeup products
New arrival · $10,195.00 · Buy on aetherbeauty.com
44. RMS Beauty — Natural cosmetics with organic ingredients
Color Capsule: The Summer Sangria Edit · $109.00 · 4.9/5 (17) · Buy on rmsbeauty.com
45. Sappho New Paradigm — Eco-friendly makeup products
New arrival · See price on store ↗ · Buy on sapphonewparadigm.com
46. Axiology — Vegan and cruelty-free lip products
Not!ce Mini Aline Hair Serum · $9.29 · Buy on axiologybeauty.com
47. Heritage Store — holistic skincare and wellness products
The Bombshell Bundle · $21.02 · Buy on heritagestore.com
48. Thayers — witch hazel toners and remedies
49. Eminence Organic Skin Care — Organic fruit-based skincare
Eminence Premium Tone 100% Cotton T-Shirt · $20.00 · Buy on eminence.com
50. Cocoon Apothecary — natural and eco-friendly skincare
New arrival · $40.00 · Buy on cocoonapothecary.com
51. One Love Organics — organic skincare with clean ingredients
Botanical A Refill Bundle · $109.00 · Buy on oneloveorganics.com
Frequently asked questions
What is the best cosmetics brand in North America?
Rare Beauty is the most recommended, followed by Fenty Beauty.
How are these North America brands selected?
Brands are chosen for their standout products, strong customer reviews, and an easy path to buy on their own store.