People Can't Stop Buying These 14 Makeup Products—and They're 100% Nontoxic



Repeat after us: converting to a natural, nontoxic makeup routine doesn't have to be scary. The process can actually be really fun, and if you follow our guidance (and the reviews of fellow natural beauty enthusiasts), you just might love your new nontoxic product arsenal better than your former old faithfuls. That said, it can be intimidating to know where to start, especially since beauty brands touting clean and natural offerings are popping up at a seemingly exponential rate.

To help you dig through the weeds and ensure you end up with the all-star formulas you want, we're sharing the best natural makeup money can buy—the holy-grail brands shoppers, editors, and makeup artists stan, and the specific cult-favorite products from each that will help solidify what might otherwise be a rocky transition. Ahead, 14 natural makeup products that will pave the way for a cleaner and chicer makeup vibe this year. Keep scrolling!

1. The Primer

Meet the newest tool in your kit for instantly making your skin look 10 times better in a matter of seconds. This dew-enhancing skin perfector can be worn alone for ultra-sheer coverage or underneath your favorite foundation for a healthful skin boost (it contains SPF 20, vitamin C, black currant, and peony root extract) and a flawless finish. 

2. The Foundation

Sleek, chic AF packaging aside, Kjaer Weis's luxuriously creamy foundation compact is a best seller across sites like Credo, The Detox Market, and Violet Grey. It boasts buildable coverage and features skin-gifting organic ingredients like sweet almond, coconut, and jojoba oils. Plus, we love that the compacts are refillable—aka less waste!

3. The Concealer

We're not sure if any concealer (natural or otherwise) can top this iconic pot from RMS Beauty. We've seen it stashed in countless beauty editors' and makeup artists' bags, and it's a top-rated, best-selling nontoxic concealer across major beauty retailers. Oh, and did we mention it can work double duty as a foundation?

4. The CC Cream

Not a fan of foundation? If BB creams, CC creams, and/or tinted moisturizers are more your jam, this best-selling, SPF-spiked formula from Suntegrity will be your next favorite It item. It's created with certified-organic ingredients, gives skin a flawless finish, and plays nicely with all skin types—even the oil- and blemish-prone!

5. The Blush

When one of the most iconic makeup artists of all time creates her own beauty brand, you know the products are going to be amazing, but Gucci Westman's gorgeous offerings go above and beyond. Though her natural blush sticks are an investment, they'll A) last you forever (the teeniest bit goes the longest way) and B) give you the most believable, lit-from-within glow you've ever reaped from a blush. Both Who What Wear's very own co-founder, Hillary Kerr, and I are huge, huge fans. 

6. The Bronzer

This best-selling pressed bronzer from Lily Lolo comes in three ultra-flattering shades that range from matte to shimmer finishes, has a helpful hint of SPF, and is thoughtfully formulated with natural minerals and hydrating argan and jojoba oils. Its solid five-star rating on The Detox Market's website is the only proof you need. 

7. The Finishing Powder

Featherlight, nontoxic, and great for all skin types, this beloved finishing powder from Juice Beauty is our top recommendation for those who are Team Setting Powder. Unwanted shine is kept at bay, and skin maintains a practically airbrushed finish—even hours after your initial application. 

8. The Highlighter

You heard it here first. This is the most gorgeous highlighter you can get your hands on. In fact, it's so good that it's just another exciting perk that it's completely natural and created with super-luxe and nourishing ingredients. This chia seed oil–infused liquid luminizer comes in four different shades that can be worn on their own or on top of or underneath your makeup. Oh, and don't forget about your décolletage! 

9. The Brow Product

Brow products can be notoriously tricky, yet this one from EcoBrow seems to get a consistent five starts regardless of the retailer. This foolproof coloring wax is available in six different shades and mimics the look of your natural brows thanks to its lightweight texture and budge-proof formula. Plus, it's super easy to build so you can take your brows to whatever level of drama you so desire.

10. The Eye Shadow

We'll be honest: It's not too often that we seen natural makeup products make it all the way to the red carpet, but this dreamy formula from whimsical brand Rituel de Fille is the exception. (We've seen it on the lids like of Priyanka Chopra!) The colors are gorgeous, and the consistency is unique—think somewhere between powder and cream for the ultimate blendability and build.

11. The Eyeliner

Ilia's smooth and durable eyeliners already have a cult following, and if you try one of these gorgeously hued natural pencils, you'll understand why. Ilia is one of the best brands of natural makeup, and this pure, velvety pencil (it's enriched with luscious things like coconut oil, vitamin E, and clove) keeps your makeup routine organic and happy. 

12. The Mascara

When it comes to the best natural mascara, there's really no competition. This wand from W3ll People consistently wins awards, flies off the shelves, and maintains a stellar, almost-five-star rating. It's available in four shades (black, brown, purple, and blue) and has a real nice knack of making your lashes look 10 times longer and fuller than they are naturally—no extensions needed. 

13. The Lipstick

Regardless of whether or not you care if your lipstick is natural and nontoxic, this is still the best lipstick formula on the market. In fact, I can't shut up about it. The shades are flattering and perfect, the formula doesn't dehydrate your lips into shriveled prunes, and it's light and long-lasting. Essentially, this is your dream lipstick, and you'll never try another brand after your first swipe. 

14. The Lip Gloss

Believe me when I say these are the prettiest lip glosses you'll ever lay your pout on. I also say this as someone who normally despises lip gloss. Yes, they're infused with 50 milligrams of hemp-derived CBD, but they also have the silkiest, non-sticky textured paired with a flattering and shimmering finish. 

Next up: People Are Obsessed With These Best-Selling Natural Skincare Products


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