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Wet n Wild

Cruelty-free drugstore cosmetics brand since 1979 offering 300+ products, all under $10.

KVD Beauty

Formerly Kat Von D, a bold vegan and cruelty-free makeup brand known for long-wear liquid lipstick and eyeliner.

Beautylish

Curated beauty retailer carrying professional and luxury makeup, skincare, and tools from niche brands.

Beautycounter

Clean beauty brand with rigorous ingredient screening. Skincare, makeup, and body care with safety-first standards.

Maybelline

L'Oréal's mass-market cosmetics brand known for Great Lash mascara and affordable drugstore makeup.

Ulta Beauty

Largest US beauty retailer carrying mass-market and prestige cosmetics, skincare, and fragrances with in-store salons.

$$$$·ulta.com
IT Cosmetics

L'Oréal-owned makeup brand developed with dermatologists, known for the CC Cream and full-coverage products.

Club Clio

Official store for Korean beauty conglomerate Clio Cosmetics, carrying Clio, Peripera, Goodal, and Healing Bird.

Victoria Beckham Beauty

Victoria Beckham's luxury clean beauty line offering cruelty-free makeup, skincare, and fragrance.

Rituel de Fille

LA-based sisters making small-batch, clean color cosmetics with fewer than 20 ingredients each — mystical aesthetic, no synthetic dyes.

Benefit Cosmetics

Fun, playful prestige cosmetics brand. Known for brow products, hoola bronzer, and cheeky packaging.

Pai Skincare

UK-based certified organic skincare line built specifically for sensitive skin, founded by a woman who developed chronic hives.