It should come as no surprise that, as a beauty editor, I've tried and judged my fair share of makeup brands. From my endless attempts to find the best mascara or my ongoing search for the glowiest blusher—my career led me to uncover plenty of new names in the industry, all while reminding me that some brands are OGs for a reason.
So, although I'm loyal to my favourites, I never shy away from trying something new, which also means that the contents of my makeup bag are always in rotation. Plus, since interviewing founders and professional MUAs is part of my job too, I've gathered more than enough intel to know what is it that actually makes a makeup brand good.
I'd also be lying if I told you that my years of experience didn't make me picky. Truth be told, I'm not easily impressed with any average bronzer, mascara or lip gloss. Apart from the formula itself, I always take note of factors like innovation, inclusivity and value for money before even thinking about whether or not it deserves to join my roster of go-to makeup products. After all, even if I loved the foundation's finish and coverage, if it doesn't offer an inclusive shade range, you won't find me writing a glowing recommendation.
With this in mind, I, alongside the rest of the Who What Wear beauty team, have curated my newly updated edit of all the best makeup brands that have repeatedly earned my seal of approval—the crème de la crème, if you will.
16 of the Best Makeup Brands, Chosen by an Editor
1. Charlotte Tilbury
Trying to compile this list wasn’t easy, as every single Who What Wear editor had Charlotte Tilbury at the top (or close to the top) of their list. Deputy editor Maxine Eggenberger has been quoted as saying that she won’t let any other makeup brand near her lips. Elsewhere, beauty contributor Denise Primbet claims that she's yet to try a product from Charlotte Tilbury that wouldn't impress her. "I've been swearing by Charlotte Tilbury products for most of my career in the beauty industry, and with good reason. Each formula is crafted with artistry and innovation in mind. It's also all about enhancing rather than covering up your features," she says.
Available in varying depths of nude to suit different skin tones, Charlotte Tilbury Matte Revolution lipstick in Pillow Talk is one of the most-loved lipsticks out there.
One of the most recent launches to have joined the Charlotte Tilbury line-up, this cream blush is ideal for those looking for a dewy finish. It offers just the right amount of pigment to deliver a healthy wash of colour without looking too intense on the skin.
2. Dior
Dior Beauty is one of the few premium brands that's actually worth the splurge. The quality and the innovation behind some formulas are unmatched—be it a liquid lipstick that reveals a shimmery veil when you smack your lips together or a pH-adapting cream blush that leaves the dewiest sheen imaginable.
"There aren't many bronzers that I adore just as much as this number from Dior. Its buttery nature makes easy work of blending it into the skin without leaning too orange or patchy," shares Denise.
A favourite of Hailey Bieber's, this stick foundation from Dior offers impressive coverage and a skin-like finish. "This formula is my go-to for special occasions. I can always rely on its weightless feel and wow-factor coverage. Plus, the fact that it comes in the form of a stick means that it will last me a lot longer compared to the standard liquid formulas," says Denise.
3. Merit Beauty
The ultimate 'clean girl' makeup brand, Merit Beauty has been making waves ever since it launched in the UK, and deservedly so. From the brand's epic cream bronzer that effortlessly melts into the skin to the fabulous blushers that are known and loved in the Who What Wear office, it's safe to say that each formula is nothing short of impressive.
"I've been swearing by the Merit bronze balm for years now, and with good reason. I love how seamlessly it blends, without looking patchy or muddy whatsoever. The result? A holiday-ready glow and a naturally bronzed complexion," says Denise.
Having just launched earlier this year, this tinted SPF has already become a firm favourite of beauty editors and makeup enthusiasts alike. Sure, it may not give you a full coverage finish, but it excels at evening out your skin tone while still letting your natural skin peek through.
4. Rare Beauty
Founded by Selena Gomez, Rare Beauty has turned into a whole makeup phenomenon, and deservedly so. Made popular by the insanely pigmented liquid blushers, the brand is now home to quite a few hero products, including mascara, foundation, brow gel, and, most recently, a lip gloss.
The most recent launch to have joined the Rare Beauty line-up, this formula is far from your average lip gloss. Packed with hydrating, skin-loving ingredients, it comes infused with light-reflecting pearlescent pigments that can elevate any lip combo in an instant.
One little dot of this ultra-pigmented liquid blusher, and you're good to go. Whether you're team brush, fingers or a sponge, the application and blending process is super easy—all thanks to the incredibly creamy and nourishing formula.
5. Huda Beauty
Huda Beauty is one of the few brands out there that puts innovation at the forefront of their formulations. From the epic eyeshadow palettes that took the beauty industry by storm (courtesy of their impressive pigment and creamy texture) to the iconic Eazy Bake setting powders, this makeup brand is ideal for those who love a full glam look. "I always whip out my Huda Beauty formulas whenever I'm looking for something impressive and long-lasting," says Denise.
"As a lip stain obsessive, I was very much intrigued by this launch from Huda Beauty the moment it landed on my desk," says Denise. "I loved the shade range and the unique applicator tip, which makes creating a precise lip outline an absolute breeze. It's, by far, the longest-lasting lip product I own," she says.
You don't need to be a makeup expert to recognise the Easy Bake loose powder. This icon of a formula is a must for the blurriest finish that doesn't look cake-y. Plus, it also comes in quite a few colour iterations if you're after a colour-correcting or a brightening effect.
6. Glossier
It would hardly be a list of the best makeup brands out there without Glossier, now, would it? Known for its minimalist approach, this brand is all about being effortlessly chic, without a bunch of unnecessary steps or overcomplicated formulas. Managing Director Hannah Almassi says, "I’m an incredibly low-maintenance and no-makeup-makeup kind of woman, and Glossier’s lightweight products really work for me.”
"I swear by Lash Slick mascara for long-lasting but subtle lash improvement all day,” says Hannah.
Hannah considers Boy Brow to be unparalleled in its brow-boosting abilities. The tiny brush allows you to get right to the root for impressive lift, and the formula doesn’t go crispy or cake-y, either.
7. Fenty Beauty
Fenty Beauty is, hands down, one of the best makeup brands that champions inclusivity. In fact, it made history when it first dropped its iconic foundation in an extensive shade range to tailor to all skin tones and undertones. Elsewhere, its makeup products always deliver the most impressive shimmer and pigment, making it great for those not afraid to make a statement.
"Whenever anyone complements my lip combo, I'm almost always wearing my trusty Fenty lip gloss. I love the glass-like finish and the nourishing formula that instantly revives my lips. Plus, the shimmer never fails to impress, either," says Denise.
"The Fenty contour sticks are the best for a natural chiseled look. The formula doesn't look patchy or drying at all. Rather, the creamy consistency helps it blend into the skin like a dream, leaving me with a mess-free contoured look that guarantees compliments," shares Denise.
8. Rhode
Although the brand's makeup range isn't as wide, each launch from Rhode is nothing short of quality. From the creamy blushers to the tinted lip treatments and the lip liners, all formulas very much echo the brand's minimal approach to makeup that we've come to associate with Hailey Bieber.
"As much as I love a precise lip liner look, I'm not always in the mood for it, which is exactly when I reach for the Rhode Peptide Lip Shape. Acting as a blurring lip-contouring formula, it helps enhance the shape of my natural lips without the intense 'drawn-on' look, making it particularly handy for those 'no makeup' makeup days," shares Denise.
"I've always said that if there's one Rhode product that I will never get tired of recommending, it's the brand's cream blusher. The formula leaves a gorgeous dewy sheen and the pigment is easily buildable if you want a more dramatic look. Lately, I've been enjoying the newly launched 'sun soak' shade, which is a beautiful orange-y colour that's perfect for the summer," says Denise.
9. MAC
Every makeup obsessive knows that when it comes to sheer choice, MAC really can’t be beaten. Its shade range is extensive, and there is genuinely a product for every makeup want and need.
"Say what you will about MAC, but its lip liners are not to be messed with. I love that it comes in a wide range of shades to suit all skin tones and undertones. The formula is incredibly long-lasting and it feels super creamy when applied," says Denise.
MAC has a range of so many great neutral shades that you're guaranteed to find your perfect 'your-lips-but-better' lipstick. This matte formula offers a soft-blurred finish without feeling too drying on the skin.
10. Makeup By Mario
With none other than Mario Dedivanovic himself as a founder, is it really that surprising to see his namesake brand become one of the most talked-about in the biz?
From the outstanding complexion products to the best-selling eyeshadow palettes and even makeup brushes, the Makeup By Mario products should be on every beauty lover's radar.
If you find the process of blending a traditional eyeshadow formula a tad stressful, allow us to introduce you to the the newly released cream iteration from Makeup By Mario. Available in six shades, this cream eyeshadow doesn't result in any creasing or flakiness whatsoever.
Often hailed as the most versatile makeup tool out there, the F4 from Makeup By Mario is a dual-ended brush that can buff and blend any (and all) complexion products (be it a foundation, a bronzer or a blusher).
11. Westman Atelier
Founded by MUA Gucci Westman, Westman Atelier is responsible for creating some of our most-loved cream makeup products. From stick blushers and contour sticks to creamy highlights and nourishing lip shines, every single product in the Westman Atelier line-up is pure gold.
"Not a day goes by that I don’t blot this onto my cheeks in the morning. The packaging is hefty, but I take it with me everywhere I go. Just dab and blend with your fingers. It really is that easy,” says Who What Wear beauty director Shannon Lawlor.
"I wouldn’t usually endorse spending £35 on a tinted lip balm, but I make an exception for this one. It leaves a glossy sheen on the lips that is balmier than it is sticky. They’re my go-to birthday gifts for friends, and I have got everyone I know hooked on them,” Shannon says.
12. Hourglass
A favourite of Sofia Richie, Hourglass is a brand that's garnered quite a reputation. Be it the luxurious packaging, the quality formulas that melt into the skin like butter or the universally flattering shades that adapt to all skin tones and undertones, we can name you more than a handful of reasons why Hourglass deserves your attention.
This tubing mascara coats lashes in a water-resistant layer, meaning it doesn’t run or smudge. It's also incredibly easy to remove and swipe off with some water and very gentle coaxing. Plus, it’s one of the most lash-lengthening mascaras around.
With a subtly pearly finish, the Ambient Lighting Blushers smooth the appearance of the skin, while leaving your complexion looking lit from within. Hands down, the best powder blushers we've tested.
13. e.l.f. Cosmetics
While we all love luxury beauty products, sometimes it’s the more affordable brands that do the hard work best, and that rings truer than ever when it comes to e.l.f. Cosmetics. From foundation to concealer, this brand's base products are unbeatable when it comes to quality, finish and pigment.
"I'm a sucker for a skin tint, which also means I'm not easily impressed. Yet, this e.l.f. product has become one of my most-loved makeup-skincare hybrids of 2025, and with good reason. I love the flexible coverage and the dewy finish, which is exactly why it's become my go-to for the summer," shares Denise.
"I'm very particular about my lip oils; however, this formula from e.l.f. is yet to let me down. The beautiful shade range includes everything from juicier reds and pinks to the more neutral nudes and striking shimmers, and its affordable price makes it all the more easy to stock up on multiple iterations," says Denise.
14. Milk Makeup
When it comes to convenient packaging and a natural finish, Milk Makeup really is considered the best of the best—and that’s why we love it. The brand’s your-skin-but-better approach to all of its formulas guarantees a glowing finish that still leaves your skin looking like...well, skin.
Having gone viral last year, this lip stain also doubles as a blusher and has a satisfying jelly-like consistency that feels nice and cooling when applied.
This primer is a bestseller for a reason. Ideal for when you need your makeup to last (weddings, birthdays and the works), this formula seamlessly grips onto the skin to ensure a smooth blend and a lasting hold.
15. Laura Mercier
Few makeup brands have quite as many cult products under their belts as Laura Mercier. From the brand’s iconic Tinted Moisturiser to the makeup artist and celeb favourite Loose Setting Powder, Laura Mercier has all of your base needs covered.
Weightless, medium-coverage and glow-boosting, this formula is flexible enough to work for any occasion. While it's not the most affordable, it's one of the rare cases when the quality genuinely justifies the price.
This loose powder is a cult-favourite product of practically every MUA and makeup lover. The finely milled formula leaves a soft-blurred look that still manages to look natural and not at all cakey.
16. Simihaze
"Simihaze is one of my best makeup brand discoveries to date," says Denise. Everything from the brand's chic and unique packaging to quality formulations screams "cool girl," and Who What Wear beauty editors agree.
Whether you're after a more natural look or you're team "all out glam," you'll love this highlighter. Its creamy formula is an absolute breeze to apply using just fingers, which helps it melt into the skin that much more, helping you achieve that coveted "glazed" look in seconds.
A nourishing yet matte lipstick/balm hybrid, this formula will help blur out imperfections and fine lines with ease, delivering a soft-focused look that will effortlessly elevate any makeup look.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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