These brands aren’t just following the rules of modern makeup, they’re rewriting them. From accessible packaging to artist-grade pigments and radically inclusive shade ranges, each NB100-winning brand brings a fresh perspective to what beauty can look and feel like today. Whether minimalist or maximalist, clean or bold, this is makeup on its own terms.
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ciele Cosmetics
Combining complexion-perfecting coverage with built-in SPF, ciele delivers breathable, skin-protecting makeup that moves with you.
2 / 16
LYS Beauty
LYS Beauty leads with inclusivity and intention, offering clean, skin-care-infused makeup that celebrates every tone and texture.
3 / 16
Sarah Creal Beauty
Created for women 40+ but loved by all, Sarah Creal Beauty blends luxury textures with smart, high-performance formulas that work.
4 / 16
Tilt Beauty
With ergonomic packaging, braille labeling and skin-safe formulas, Tilt Beauty is setting a new standard for accessible, inclusive makeup.
5 / 16
ONE/SIZE
Founded by Patrick Starrr, ONE/SIZE champions bold self-expression with high-performance makeup made for every identity and experience.
6 / 16
DIBS Beauty
With smart, multi-use products and a “blend the rules” attitude, DIBS makes everyday makeup feel fun, easy and totally foolproof.
7 / 16
Haus Labs by Lady Gaga
Powered by skin-tech innovation and Gaga-level artistry, Haus Labs delivers clean, high-performance makeup that feels as good as it looks.
8 / 16
Jones Road
Minimalist, clean and endlessly wearable, Jones Road makes it easy to look fresh and polished with just a few essentials.
9 / 16
VIOLETTE_FR
With a French-girl philosophy and painterly approach, VIOLETTE_FR turns makeup into a celebration of individuality and self-expression.
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Makeup by Mario
From sculpting sticks to shimmer shadows, Makeup by Mario brings pro-level payoff to everyday routines—no glam squad required.
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MERIT
With a less-is-more approach and a cult celebrity following, MERIT makes clean, minimalist makeup feel like a luxury.
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Patrick Ta Beauty
Designed to deliver glow from head to toe, Patrick Ta’s celeb-loved formulas make it easy to shine like a star.
13 / 16
Polite Society
With cheeky names and skin-loving formulas, Polite Society proves clean makeup can be bold, playful and seriously effective.
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Rare Beauty
Rare Beauty pairs high-performance formulas with a mission of self-expression and mental wellness, making every product feel personal.
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Tower 28
Fun, colorful and made for sensitive skin, Tower 28 creates clean makeup that’s as inclusive as it is joyful.
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Victoria Beckham Beauty
Every swipe from Victoria Beckham Beauty feels like a masterclass in modern luxury—elevated, effortless and undeniably chic.
