Talk makeup brands, and you’ll probably start a friendly feud. Everyone’s got their go-to, but if you keep your eyes open while you shop or scroll Instagram, you’ll notice there’s one brand name you just can’t miss—Maybelline. This cosmetic icon isn’t just old-school; it’s everywhere. From TikTok get-ready-with-me videos to the purses of both teenagers and busy moms like me, Maybelline claims a front-row seat in the makeup world year after year. Why is it everywhere? Simple: it delivers. Clean formulas, wallet-friendly prices, and the right amount of shade diversity keep everyone coming back. But Maybelline isn’t alone at the top. Dive deeper, and you’ll spot a few more brands battling for top place. Let’s get into who’s really winning the makeup game right now, and why it matters to your face—and your budget.
The Reigning Queen: Who Tops the List of Most Used Makeup Brands?
If you’ve ever strolled down a beauty aisle—or scrolled through #makeuphacks on social media—you’ve seen the name. Maybelline still reigns supreme as the most used makeup brand worldwide, according to Nielsen’s 2025 Global Beauty Analysis. Their numbers are staggering: over 24 million units of Maybelline’s Fit Me Foundation sold just in the last six months. Those drugstore shelves aren’t lying—this brand does not rest. The secret? They’ve nailed both quality and accessibility. Maybelline’s focus on inclusivity proved way ahead of the curve, banking on a huge shade range years before it was cool, and making sure their products land in just about any store, from chain supermarkets in Iowa to tiny kiosks in Mumbai.
But numbers only tell part of the story. Maybelline isn’t just popular with everyday shoppers; it’s also a staple for makeup artists creating glam looks on movie sets or models at Fashion Week. Its famed Lash Sensational Mascara made it into across-the-board must-have lists, and guess what? It’s not even the most expensive mascara on the shelf. Here’s a quick stat rundown:
| Brand | 2025 Global Sales (in millions USD) | Best-Selling Product |
|---|---|---|
| Maybelline | 3,400 | Fit Me Foundation |
| L’Oréal Paris | 3,200 | True Match Foundation |
| MAC Cosmetics | 2,500 | Studio Fix Fluid |
| Estée Lauder | 2,100 | Double Wear Stay-in-Place |
| Fenty Beauty | 1,800 | Pro Filt’r Foundation |
Maybelline sits at the top, but L’Oréal Paris isn’t far behind, especially since they own Maybelline as part of their beauty empire. MAC is still huge, especially for people who want bold or editorial looks—they’re the color kings and queens. And you can’t ignore Fenty Beauty, the indie success founded by Rihanna that basically forced every other brand to rethink foundation shade ranges for real.
Why These Brands Are So Popular—And What Real Women Love
The smartest brands know that people want products that work and fit their real lives. Maybelline’s Fit Me Concealer is practically magic for hiding “I stayed up too late with my kids” dark circles, believe me. L’Oréal Paris True Match wins over new makeup lovers because you’re almost guaranteed to find your shade without a fuss. And MAC is the ride-or-die for anyone who wants that photo-ready finish or bold statement lips (seriously, Ruby Woo is basically legendary at this point).
Here’s what’s key: All of these brands have learned to keep up with trends and listen to their fans. When everyone wanted clean beauty—Maybelline brought out Clean Glow products and expanded their vegan-friendly range. Fenty made bigger waves by launching more diverse shades, shaking up the whole industry, and pushing the giants to catch up. Brands that pay attention, update their formulas, and launch new shades not just once a decade (but every few months, it seems) earn loyalty. And those endless TikTok tutorials have turned random products—like L’Oréal’s Telescopic Mascara—into overnight obsessions.
You’ll see that popularity isn’t just about appearing pretty on the outside, but about creating cult followings by making makeup fun, inclusive, easy, and effective. Orla is seven and already obsessed with YouTube reviews of the latest trendy lip balms, and while Zephyr is only three, I caught him painting “rainbows” on the bathroom mirror after peeking into my makeup bag. Reach extends across generations and styles.
Smart Shopping: Best-Selling Products and Tips for Getting the Most for Your Money
Even though Maybelline and its rivals pull in huge sales, they’re also known for products people actually finish—how many times have you bought a palette and only used two shades? Smart shoppers stick with brands and items that deliver. Here’s a quick cheat sheet for the busiest makeup buyers:
- Maybelline Fit Me Matte + Poreless Foundation: best for oily to normal skin, medium buildable coverage, tons of shades, never-cakey.
- L’Oréal Voluminous Lash Paradise: delivers thick, fluffy lashes with zero clumping, under $15.
- MAC Studio Fix Powder Plus Foundation: the makeup artist go-to for flawless, long-lasting finish.
- Fenty Beauty Gloss Bomb Universal Lip Luminizer: the shiniest gloss, universally flattering shade, cruelty-free.
- e.l.f. Cosmetics Camo Concealer: internet favorite for high coverage on any budget, vegan, and available practically everywhere.
If you want to get more out of your shopping, don’t sleep on multipurpose products. The most used makeup brand, most used makeup brand, offers the kind of basics you can use for eyes, lips, and cheeks—the classic Maybelline Baby Lips balm works as a subtle blush in a pinch, just dab and blend. And go big on travel-sized deals; these let you sample trendy formulas before you commit to a full size. The best part? If you pick up a super-hyped mascara or a viral blush stick and it’s a total fail, most drugstore retailers now offer “no questions asked” returns for opened beauty products (just keep the receipt and be quick about it).
Pro tip: Stick to a color family that works for your undertone, and you’ll always look put-together, even if you’re only using three products. The most-used brands are loaded with classics in warm, cool, and neutral tones, so it’s easier than ever to make your picks.
What’s Next for Makeup Brands? Future Trends and How the Big Players Stay on Top
The future isn’t just glowy skin and bold brows anymore. Makeup giants are racing to roll out even more personalized, skin-friendly products. Expect to see AI-powered foundation matching (it’s being tested in Japan!), adaptive formulas that react to your skin throughout the day, and eco-refillable packaging becoming the norm. Maybelline’s SmartMatch system, which rolled out in select international markets, uses a digital scanner to find your real-life skin twin—a dream for anyone exhausted by endless swatching.
Younger buyers, like teens just getting into makeup or Gen Zers making viral tutorials, want cruelty-free everything, no shady ingredients, and instant “wow” payoff. It’s why you’re seeing more vegan formulas and less fuss packaging every year. Fenty racked up awards for both innovation and inclusivity, and now rivals from MAC to Estée Lauder are jumping on board with expanded ranges and better diversity in their campaigns. And don’t forget the influencer collab effect. Social influencers like Alix Earle and Mikayla Nogueira pump up sales with a single review—rarely has social proof been so immediate. In 2024, L’Oréal Paris sold out their limited-edition Hello Kitty highlighter after a few TikTok reveals and a thousand shares.
If you want to keep ahead, sign up for brand newsletters and loyalty programs—they’ll tip you off about flash sales, birthday gifts, or first looks at new products long before they trend online. Or just do what I do: make a group chat with your makeup-loving friends and swap reviews in real time. Zephyr once accidentally FaceTimed my sister while wearing half a stick of cream blush. She bought it ten minutes later.
The real story? The most used makeup brand isn’t just a name on a tube or compact. It’s a community of people of all backgrounds, budgets, ages, and tastes looking for their best skin day, their brightest red lip, or maybe just a little coverage for those “no sleep, lots of life” mornings. It’s tried, true, affordable, and everywhere—and in the rapidly changing world of beauty, that’s pretty rare. Just don’t blame me if Orla raids your makeup bag next.
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