5 Clean Makeup Brands You Should Know (Plus Hero Products to Try)

1. Jones Road

Founded by legendary makeup artist Bobbi Brown, Jones Road was born from a simple question: Why can't clean makeup also perform beautifully? Created as a response to an industry saturated with unnecessary products, Jones Road focuses on what truly works—strategic, high-grade formulations that are clean, effective, and designed for every skin type and tone.

With over 2,200 potentially harmful ingredients excluded—far beyond even E.U. standards—Jones Road proves that clean beauty is not only possible, it’s essential. The collection offers multi-use, intuitive staples that deliver the effortless "no-makeup makeup" look, all while feeling as good on your skin as they look. It’s makeup that simplifies your routine without compromising on performance.

Standout Product: Jones Road Miracle Balm — A dewy, light-catching balm that delivers a fresh, healthy glow—part highlighter, part blush, part bronzer, and endlessly versatile.

2. Kosas

Kosas is on a mission to shift the beauty mindset—from covering up to revealing your skin in its best light. Their clinically proven formulas are packed with active skincare ingredients that work to improve your skin over time—even when you’re not wearing makeup. It’s bold, breathable, and designed to be effortless: think “comfy glam” that enhances your natural features without ever feeling heavy.

With pigment-rich colors inspired by portrait painting and made for even the most sensitive skin, Kosas delivers makeup that’s fun, nourishing, and impossible to mess up. Every formula is rigorously tested, dermatologist-approved, and clean beyond the standard—so you can feel just as good wearing it as you do taking it off.

Standout Product: Soulgazer Mascara — A long-wearing, smudge-proof mascara and lash-boosting serum in one, this weightless formula lifts, lengthens, and defines for fuller lashes in just 6–8 weeks—no clumping, flaking, or irritation.

3. 100% Pure

100% PURE™ is more than a name, it’s a promise. Dedicated to the purest, healthiest ingredients and the highest ethical standards, every product is made with plant-based pigments, never tested on animals, and free from harsh or toxic chemicals. From sustainably sourced botanicals to biodegradable formulas and eco-conscious packaging, 100% PURE™ blends beauty with purpose, compassion, and a deep commitment to people, animals, and the planet. This is clean beauty that’s truly clean, inside and out.

Standout Product: Fruit Pigmented® Healthy Foundation — A full-coverage, fruit-pigmented® liquid foundation made with soothing aloe, antioxidant-rich superfruit oils, and oil-absorbing rice powder for a smooth, matte finish.

4. Alima Pure

Born in an attic in Portland, Oregon, Alima Pure was founded in 2004 by Kate O’Brien—a teacher and mother seeking safer, simpler beauty. Today, the brand continues to create luxurious, high-performance cosmetics made with clean, non-toxic ingredients that enhance your natural beauty without compromise.

Woman-founded and B Corp certified, Alima Pure believes makeup should be empowering, inclusive, and sustainable. Their extensive range of foundation shades is designed for all skin tones, and all products are free from parabens, sulfates, phthalates, and other harmful ingredients—never tested on animals. As proud members of 1% for the Planet and a carbon-neutral company since 2008, they’re committed to giving back to the earth through renewable energy, low-waste packaging, and a pledge to help plant one million trees by 2025.

Standout Product: Loose Mineral Blush — A richly pigmented, natural loose mineral blush that comes in luminous or matte finishes to give your cheeks a healthy, buildable flush of color.

5. Kjaer Weis

Kjaer Weis is where luxury meets conscious beauty. Founded on the belief that makeup should be as kind to the planet as it is to your skin, the brand blends high-performance formulas with certified organic ingredients and timeless, refillable packaging inspired by Danish minimalism. With every creamy blush, luminous foundation, and nourishing skincare product, Kjaer Weis proves that sustainability and sophistication can coexist—offering mindful, elevated beauty without compromise.

Standout Product: Kjaer Weis’ Lip Tint — A nourishing lipstick-lip-balm hybrid made with jojoba oil, castor seed oil, and sustainably sourced beeswax, offering buildable sheer color in a sleek, refillable compact.

Why These Brands Stand Out

• Ingredient integrity — All these brands limit or eliminate synthetic dyes, parabens, and harmful preservatives.

• Performance-forward — Clean doesn’t mean weak. Each brand delivers true wear and pigment.

• Ethical & sustainable practices — From refill systems to clean sourcing and packaging, these brands align beauty with responsibility.