50 D2C Beauty Brands in USA You Should Know About

The United States is a melting pot of beauty brands, each offering unique products that cater to a wide array of beauty needs and preferences. From iconic companies that have shaped global beauty standards to innovative startups disrupting the industry, the landscape is vibrant and diverse. Here are 50 D2C beauty brands that call the USA home:

1. Estée Lauder:

 A titan in the beauty industry, Estée Lauder has been synonymous with elegance and luxury. Their extensive range of skincare, makeup, and fragrance products continues to set benchmarks for quality and innovation.

A screenshot of Estee Lauder home page consisting pictures of beauty products and play now button.

2. Clinique: 

Launched by Estée Lauder in 1968, Clinique became the first-ever line of dermatologist-developed skincare. It emphasizes allergy-tested and 100% fragrance-free beauty products that cater to every skin type and concern.

A screenshot of Clinique home page, consisting picture of beauty products and dermatologist tested claim and discover now button.

3. Anastasia Beverly Hills: 

Known for revolutionizing brow products, Anastasia Beverly Hills now offers a full range of cosmetics that uphold the precision and quality that made them a household name.

A screenshot of Anastasia Beverly Hills home page.

4. Tarte Cosmetics: 

With a commitment to delivering cruelty-free and eco-friendly beauty solutions, Tarte Cosmetics has carved a niche for itself with its highly pigmented and long-lasting makeup products.

Home page of Tarte Cosmetics, showcasing Tarte Cosmetics beauty products and an option as virtual try on

5. Urban Decay: 

Famous for its edgy, high-performance makeup, Urban Decay champions bold shades and innovative formulations. Their Naked Palettes have achieved cult status among beauty enthusiasts.

Home page of Urban Decay, with Spring Fling sale of 25% off sitewide and shop now button consisting Urban Decay beauty products.

6. Glossier: 

Born from a beauty blog, Glossier emphasizes skincare-first makeup that celebrates natural beauty. Their minimalist approach and direct-to-consumer model have won over a loyal following.

Home page of Glossier, with a popup message saying it's still cozy season.

7. Morphe: 

Offering professional-grade makeup at accessible prices, Morphe has become a go-to for both makeup artists and beauty lovers. Their collaborations with influencers have set trends and expanded their reach.

Home page of Morphe with 25% off and shop now button as well as a picture of makeup brush.

8. Olaplex: 

A revolution in haircare, Olaplex's patented technology repairs and protects hair from damage. It's a favorite among stylists and consumers for its restorative properties.

Home page of Olaplex and a picture of a women with Olaplex product.

9. Drunk Elephant: 

This skincare brand focuses on clean, effective ingredients that benefit the skin's health. Drunk Elephant has quickly risen to prominence for its commitment to transparency and results-driven products.

Home page of Drunk Elephant with beauty product of Drunk Elephant.

10. Fenty Beauty: 

Founded by Rihanna, Fenty Beauty broke new ground by offering an inclusive range of foundation shades. It has since expanded into a full cosmetics line praised for its quality and inclusivity.

Home page of Frenty Beauty with a picture of girl doing facial makeup.

11. Kiehl's: 

Since its inception as a New York pharmacy in 1851, Kiehl's has focused on high-quality skincare products backed by science. Their naturally inspired, scientifically proven formulations have a loyal global following.

Home page of Kiehl's webpage and its products as well as picture of a girl applying cream on her face

12. Too Faced: 

Renowned for its playful, innovative makeup products and commitment to cruelty-free practices, Too Faced blends the fun with the functional, offering everything from highly pigmented eyeshadows to groundbreaking mascaras.

Too Faced home page with products and shop now button.

13. The Ordinary: 

Part of the Deciem family, The Ordinary offers straightforward, ingredient-focused skincare at affordable prices. Their approachable, no-frills attitude towards complex skincare ingredients has demystified beauty routines.

The Ordinary website home page picture a product image of The Ordinary.

14. CeraVe: 

Developed with dermatologists, CeraVe's skincare range is celebrated for its ceramide-based formulations that replenish and reinforce the skin's natural barrier. Its accessibility and efficacy make it a staple in many skincare routines.

Cerave home page, declaring long lasting hydration and pictures of its product

15. ColourPop: 

Known for its trendsetting makeup products at wallet-friendly prices, ColourPop excites with its wide range of colors and formulas, consistently releasing new, innovative products that cater to the ever-changing beauty trends.

ColourPop home page showcasing a girl with its beauty products and a get pump button .

16. OPI: 

A leader in the nail polish industry, OPI is beloved for its long-wearing formulas, extensive color palette, and cleverly named shades. Professionals and consumers alike praise the brand for its commitment to quality.

O.P.I home page picture with flowers and a hand holding on O.P.I beauty products as well as spring sale of 20% of

17. Supergoop!: 

With a mission to stop the epidemic of skin cancer, Supergoop! focuses exclusively on creating innovative, effective sun protection products that fit seamlessly into daily routines.

A home page of Supergoop!. It also has the every day lotion, glow screen and unseen sunscreen pictures as well as a shop bestsellers products.

18. Lip.Lab: 

Emphasizing the idea that what you put on your lips should be as good as what you put in your mouth, Lip.Lab specializes in lip products made from food-grade ingredients that are as nourishing as they are vibrant.

Lip.Lab home page picture with the Lip.Lab beauty Products and shop now button

19. Fresh: 

Combining natural ingredients, ancient rituals, and modern science, Fresh offers skincare and beauty products that are as indulgent as they are effective. Their use of natural ingredients like soy, sugar, and rose offers a sensorial experience.

home page of Fresh webpage with the products of Fresh and shop now button

20. IT Cosmetics: 

Developed with plastic surgeons, IT Cosmetics creates makeup and skincare products designed to solve beauty problems. Their CC creams and concealers, in particular, have garnered a strong following for their coverage and skincare benefits.

Home page of it Cosmetics with the picture of mother and children and the beauty products of It-Cosmetics

21. Becca Cosmetics: 

Famous for its highlighters that create a perfect glow, Becca Cosmetics has become a go-to for makeup that emphasizes natural beauty with a touch of shimmer.

A home page of Becca cosmetics with its beauty products and  two girl models hugging each other.

22. Smashbox: 

Originating from a photo studio, Smashbox is known for its primer and foundation products designed to withstand the rigors of photography, making them a favorite for a flawless look.

Home page of Smashbox with the picture of Smashbox product with picture of a lady.

23. BareMinerals: 

Pioneering the use of mineral makeup, BareMinerals focuses on clean beauty, offering products that promise purity and skin-improving benefits alongside stunning aesthetics.

A home page of BareMinerals with the picture of bareminerals original pure serum and shop now button

24. Jack Black: 

Specializing in men's skincare and grooming products, Jack Black combines high-quality, natural ingredients with convenient, easy-to-use packaging and formulations.

Home page of Jack Black with three piece gift offer and shop now button consisting pictures of Jack Black beauty Products.

25. Sigma Beauty: 

Initially known for its revolutionary makeup brushes, Sigma Beauty has expanded into a full range of professional-quality makeup products, beloved by beauty enthusiasts and professionals alike.

Home page of Sigma Beauty with the makeup product and makeup brush of Sigma Beauty.

26. Almay: 

Dedicated to creating hypoallergenic makeup, Almay offers a simple, sensitive skin-friendly approach to beauty that doesn’t compromise on color or performance.

Home page of Almay webpage with Almay Moisturizing makeup cleanser, Skin perfecting Tint an Colo & Care Lip Gloss products


27. Elf Cosmetics: 

With a philosophy that beauty should be accessible to everyone, Elf Cosmetics provides affordable, high-quality makeup and skincare products, making it a staple brand for budget-conscious consumers.

Elf Cosmetics home page with the half picture of a girl and the half picture of the beauty product of Elf Cosmetic with shop now button.

28. Pacifica: 

Specializing in 100% vegan and cruelty-free beauty products, Pacifica stands out for its commitment to sustainability and clean ingredients, offering everything from skincare to makeup and fragrance.

Home page of Pacifca webpage with the picture of sliced Lemons and Pacifica bestseller product.

29. Josie Maran: 

Centered around the benefits of argan oil, Josie Maran's product line is dedicated to natural, eco-friendly beauty solutions that nurture the skin.

Josie Maran home page with picture of a smiling lady and beauty products of Josie Maran.

30. Peter Thomas Roth: 

Merging state-of-the-art ingredients with effective technologies, Peter Thomas Roth offers a comprehensive range of skincare products designed to address every skin concern.

Home page of Peter Thomas Roth website with exclusive bundles of its products and a bag.

31. Bliss: 

Known for bringing the spa experience into homes, Bliss offers a range of skincare and body care products that are both effective and indulgent, emphasizing transformative results with a playful approach.

Home page of Bliss with the Bliss product and shop moisturizers button with the message Beat the Elements.

32. Philosophy: 

Combining skincare science with inspirational messaging, Philosophy's products are designed to enhance the skin and uplift the spirit, offering a holistic approach to beauty.

Home page of Philosophy with products of Philosophy and shop now button.

33. NYX Professional Makeup: 

Beloved by makeup artists and enthusiasts for its wide range of colors and high-quality formulas, NYX Professional Makeup offers professional-grade products at an accessible price point.

Home page of NYX Professional Makeup with the picture of a cake as well as balloon and a lady.

34. Dermalogica: 

As a brand that emphasizes skin health over beauty, Dermalogica provides a line of skincare products developed by skin therapists, focusing on education and personalized skin care solutions.

Home page of Dermalogica website with the pictures of Dermalogica products..

35. Cover FX: 

Pioneering inclusive beauty, Cover FX offers an extensive range of foundation shades and formulas, ensuring that everyone can find their perfect match for a flawless complexion.

Home page of Cover FX with the picture of two girl one side face comparing with each other and shop now button.

36. Milk Makeup: 

With its innovative, multi-use products and commitment to clean beauty, Milk Makeup appeals to a younger, more conscientious generation looking for quick, effective, and ethical beauty solutions.

Home page of Milk Makeup with its products picture and shop now button..

37. Mario Badescu: 

Renowned for its facial sprays and acne solutions, Mario Badescu offers a straightforward approach to skincare with products that have stood the test of time.

Home page of Mario Badescu with its Lip Mask Skin care and shop now button.

38. Herbivore Botanicals: 

Emphasizing natural ingredients and minimalist packaging, Herbivore Botanicals crafts skincare products that are as beautiful on the outside as they are effective on the inside.

Home page of Herbivore Botanicals and its products pictures and shop now button

39. Laura Mercier: 

Famous for creating the 'flawless face', Laura Mercier offers luxury skincare, makeup, and body products that prioritize natural-looking beauty and skin health.

Home page of Laura Mercier with the girl holding Laura Mercier beauty product and free 3 pieces gift.

40. Sunday Riley: 

Combining advanced, clinically proven ingredients with botanicals, Sunday Riley's high-performance skincare products are aimed at producing immediate and long-lasting results.

Home page of Sunday Riley with its beauty products and shop now button.

41. Tatcha: 

Inspired by ancient Japanese beauty rituals, Tatcha infuses traditional ingredients into modern skincare products, offering a luxurious experience that nourishes the skin deeply.

Tatcha home page with its products and shop now button.

42. The Balm: 

With its retro-inspired packaging and high-quality products, The Balm offers a range of makeup items that combine fun and functionality, appealing to those who love a bit of whimsy in their beauty routine.

The Balm home page with its product and a picture of a lady.

43. Huda Beauty: 

Although founded by a Dubai-based makeup artist, Huda Beauty's global influence and availability in the USA have made it a favorite for its high-quality eyeshadows and innovative makeup products.

A home page of Huda Beauty and its beauty products.

44. Kat Von D Beauty: 

Renowned for its long-wear, high-pigment makeup, Kat Von D Beauty offers a range of products that cater to those looking to make a bold beauty statement.

Kat Von D Beauty and a half picture of a lady.

45. Stila: 

Known for its modern, sophisticated approach to beauty, Stila's products, from stay-all-day eyeliners to convertible color blushes, are designed for

Stila home page and its beauty product as well as a girl model.

46. Beautycounter: 

Leading the charge in clean beauty, Beautycounter is committed to transparency and safety in cosmetics, offering products free from over 1,500 harmful or questionable ingredients. Their mission extends beyond beauty, aiming to educate and advocate for health and safety standards in the industry.

Beautycounter home page with its beauty products and find my regimen button.

47. First Aid Beauty: 

Specializing in skin care products for sensitive skin, First Aid Beauty (FAB) combines gentle, nourishing ingredients with cutting-edge science. Their range, from ultra-repair creams to facial radiance pads, addresses skin concerns while being suitable for all skin types, including those with eczema, acne, and other sensitive conditions.

Home page of First Aid Beauty with picture of its beauty product and a girl model applying the product on her face.

48. Glow Recipe: 

Famous for its fruit-infused skincare that's as fun to use as it is effective, Glow Recipe focuses on natural ingredients, clean formulas, and sensorial experiences. Their watermelon glows sleeping mask and blueberry bounce cleanser are cult favorites, embodying the brand's commitment to delivering hydration and glowing skin.

Glow Recipe with its products pictures and shop best-sellers button.

49. Ilia Beauty: 

At the forefront of the clean makeup movement, Ilia Beauty offers products that blend skincare and makeup. Prioritizing organic and natural ingredients, their range from tinted lip conditioners to serum foundations not only beautifies but also nourishes the skin.

Ilia Beauty and its product picture with the shop now button.

50. Kylie Cosmetics: 

Founded by Kylie Jenner, Kylie Cosmetics skyrocketed to fame with its lip kits. The brand has since expanded its collection to include a full range of makeup products, known for their high-quality formulas, trendsetting shades, and luxurious packaging. Kylie Cosmetics continues to dominate social media and beauty conversations, appealing to a young, style-conscious audience.

Kylie Cosmetic with a picture of a girl applying beauty product and shop now..

These D2C brands, each with its own unique approach to beauty and skincare, highlight the vast diversity and innovation present in the American beauty industry. From luxury to clean beauty, and high-tech skincare to playful makeup, these companies are setting trends and changing the way consumers think about beauty. Whether through sustainable practices, groundbreaking formulations, or inclusive shade ranges, these brands demonstrate the dynamic and evolving nature of beauty in the United States.

Ashwin Kumar
Co-Founder & CEO of CustomFit.ai