5 of the most famous makeup brands in America (The most famous cosmetic brands in America)
As of 2025, the U.S. makeup industry showcases a dynamic blend of innovation, inclusivity, and celebrity influence. Here are five of the most prominent cosmetic brands making waves across America:
---
*1. Fenty Beauty*
Founded by Rihanna, Fenty Beauty revolutionized the industry with its commitment to inclusivity, offering an extensive range of foundation shades to cater to all skin tones. In 2025, the brand continues to set trends, notably partnering with the WNBA's New York Liberty, marking its first official team sponsorship. This collaboration underscores Fenty's dedication to diversity and empowerment .
---
*2. Rare Beauty*
Launched by Selena Gomez, Rare Beauty emphasizes self-expression and mental well-being. The brand's Soft Pinch Liquid Blush has become a cult favorite, contributing to its impressive sales, with net revenues surpassing \$400 million in the 12 months ending February 2024 .
---
*3. Charlotte Tilbury*
Renowned makeup artist Charlotte Tilbury's eponymous brand is synonymous with glamour and luxury. Celebrity endorsements from stars like Adele and Amal Clooney have propelled products like the Pillow Talk Lipstick and Hollywood Flawless Filter to iconic status. The brand's offerings are celebrated for delivering red carpet-ready looks
---
*4. Maybelline*
A staple in American households, Maybelline combines affordability with quality. Products like the Lash Sensational Sky High Mascara and Instant Age Rewind Concealer remain bestsellers, reflecting the brand's enduring appeal across generations .
---
*5. Dior Beauty*
Dior Beauty continues to epitomize elegance and sophistication in the makeup realm. Its innovative products, such as the Dior Addict Lip Maximizer and Backstage Face & Body Foundation, are favorites among both consumers and professionals, solidifying its position in the luxury beauty market .
---
These brands exemplify the diverse landscape of the American cosmetics industry in 2025, each bringing unique strengths and innovations to the forefront of beauty.