Jobaaj Stories
In 2025, the beauty industry in America is thriving with innovation, clean formulations, celebrity-founded labels, and a strong focus on inclusivity. Whether you’re a skincare enthusiast or a makeup lover, keeping up with the top beauty brands in 2025 can transform your self-care routine. Here’s a curated list of the must-have beauty brands in the U.S. this year that women everywhere are raving about.
1. Rhode Skin by Hailey Bieber
Why it’s trending: Minimalist skincare that works.
Rhode Skin has quickly become a favorite among Gen Z and millennials. Hailey Bieber’s brand focuses on dewy, healthy skin using hydrating, science-backed formulas. The Peptide Glazing Fluid is already a cult classic, loved for giving that “glazed donut” glow.
Top Picks:
Peptide Glazing Fluid
Barrier Restore Cream
2. Kylie Cosmetics by Kylie Jenner
Why it’s iconic: Still dominating the glam game.
Kylie Cosmetics remains a beauty powerhouse in 2025, thanks to consistent product innovation and bold launches. Known for its high-pigment lip kits and now clean-certified formulations, Kylie Cosmetics is all about confidence and glam.
Top Picks:
Matte Lip Kits
Power Plush Longwear Concealer
3. Rare Beauty by Selena Gomez
Why women love it: Beauty with purpose.
Rare Beauty combines high-performance makeup with mental health advocacy. Selena Gomez's brand is known for lightweight textures, radiant finishes, and inclusive shade ranges. The Soft Pinch Liquid Blush is a viral sensation on TikTok.
Top Picks:
Soft Pinch Liquid Blush
Positive Light Tinted Moisturizer
4. Fenty Beauty by Rihanna
Why it’s revolutionary: Beauty for all.
Fenty Beauty continues to set the bar for inclusivity in 2025. With a foundation range spanning over 50 shades, and ultra-pigmented formulas, Rihanna’s brand is a must-have for women of every skin tone.
Top Picks:
Pro Filt’r Soft Matte Longwear Foundation
Gloss Bomb Universal Lip Luminizer
5. e.l.f. Cosmetics
Why it’s winning hearts: Affordable and effective.
In 2025, e.l.f. (Eyes Lips Face) is proof that great beauty doesn’t have to break the bank. The brand’s commitment to clean beauty under $10, vegan ingredients, and cruelty-free products makes it a staple in every woman’s vanity.
Top Picks:
Power Grip Primer
Halo Glow Liquid Filter
6. Tatcha
Why it’s a luxury fave: Japanese beauty, perfected.
Tatcha continues to dominate luxury skincare with its fusion of ancient Japanese rituals and modern science. In 2025, its calming, hydrating, and gentle products are loved by women who value skin wellness and elegance.
Top Picks:
The Dewy Skin Cream
The Rice Polish Foaming Enzyme Powder
7. Glow Recipe
Why it’s hot: Fruity skincare that delivers glow.
Glow Recipe taps into K-beauty inspired skincare with fun, colorful packaging and real results. Their products are filled with fruit-derived antioxidants and clean ingredients that brighten and smooth the skin.
Top Picks:
Watermelon Glow Niacinamide Dew Drops
Avocado Ceramide Recovery Serum
8. Summer Fridays
Why women trust it: Clean beauty with sleek vibes.
Founded by influencers Marianna Hewitt and Lauren Gores, Summer Fridays is all about clean, multitasking skincare with a calming aesthetic. It’s become the go-to brand for Instagram-worthy packaging and clinically effective results.
Top Picks:
Jet Lag Mask
Lip Butter Balm
9. Anastasia Beverly Hills
Why it’s a brow game legend: Brow goals and beyond.
ABH remains a top player in the makeup scene, especially for eyebrow products. In 2025, it has expanded into complexion and eyeshadow products without losing its original cult following.
Top Picks:
Brow Wiz
Soft Glam Eyeshadow Palette
10. Tower 28 Beauty
Why it’s rising fast: Makeup for sensitive skin.
Tower 28 has carved a niche for hypoallergenic, non-toxic beauty that performs beautifully on sensitive skin. Dermatologist-approved and loved by makeup artists, it’s definitely a brand to watch in 2025.
Top Picks:
BeachPlease Luminous Tinted Balm
ShineOn Lip Jelly
Final Thoughts
With so many incredible brands leading the beauty space in 2025, it’s clear that women have more options than ever—whether they’re seeking luxury, clean ingredients, inclusivity, or trend-forward products. These top beauty brands in America are more than just products—they represent empowerment, self-expression, and self-care.
So, whether you're restocking your skincare shelf or revamping your makeup kit, these beauty brands are worth every dollar in 2025.
