Top 10 Affordable Makeup Brands Trending in the U.S. 2025 reveals the brands delivering performance, innovation, and inclusivity—without the luxury price tag. Let’s dive in!
1. e.l.f. Cosmetics
e.l.f. continues to thrive—especially in 2025—thanks to viral favorites like the Halo Glow Liquid Filter and its vegan, cruelty-free formulas. Retailers such as Dollar General and Target make access easy across America.Reuters
2. ColourPop
ColourPop shines with vibrant, high-pigment shades and trend-forward releases. Their direct-to-consumer model keeps them affordable and irresistibly stylish.Wikipedia
3. Milani
A bridge between drugstore and high-end, Milani is adored for its luxurious packaging and ultra-pigmented products—especially the Baked Blushes and primers.Unify Cosmos
4. NYX Professional Makeup
NYX delivers pro-quality tools and a vast shade selection. From Butter Gloss to Can’t Stop Won’t Stop foundation, their formulas perform like high-end counterparts but remain accessible.American Cosmetic AssociationWikipedia
5. Essence Cosmetics
Essence has wowed fans with mascaras under $5 that deliver dramatic results. Their fun, playful approach makes them perfect for beauty experimentation on a budget.AMC Aesthetics
7. L’Oréal Paris
As a classic standout, L’Oréal keeps evolving. Their True Match foundation lineup continues to win users over because of wide shade inclusivity and dependable performance.Ethan Supple Makeup
8. Wet n Wild
A reimagined favorite, Wet n Wild regained momentum by going animal-friendly and delivering affordable hits like MegaGlo Highlighters and Photo Focus Foundation.AMC Aesthetics
8. The Ordinary
Though known for skincare, The Ordinary’s minimalist makeup is skyrocketing. Their affordable foundations and concealers deliver transparency and simplicity that resonates.Ethan Supple Makeup
9. Revolution Beauty
Revolution is trend-responsive with dupes of high-end favorites. Their fast-launch palettes and inclusive options keep them at the forefront of affordable beauty.WikipediaBest Picks Daily
10. Maybelline New York
A timeless staple, Maybelline consistently delivers with hits like Great Lash and Sky High Mascara. Their innovation meets tradition and remains a trusted drugstore choice.
For more budget beauty breakdowns, check out our guide on Summer Self-Care Routines—packed with wallet-friendly picks.