Makeup Brands in 2025: Trends, Top Picks & Video Marketing Tips

The evolution of beauty: Navigating the 2025 makeup landscape

The beauty industry in 2025 is embracing a new era of mindful innovation, where quality, ethics, and personal expression go hand in hand. From skincare-infused foundations to sustainable packaging, makeup brands are responding to the demand for cleaner, smarter, and more inclusive products. Consumers are more informed than ever, valuing transparency and purpose just as much as performance. As trends shift toward skin-first beauty, minimalist routines, and AI-powered shopping experiences, the competition among the best makeup brands continues to rise, reshaping what it means to look and feel beautiful today.

This article explores the best makeup brands of 2025 across categories like non-toxic, natural, Korean, and luxury. You'll also learn how to create compelling marketing videos for your makeup brand using Pippit, an innovative AI-powered video tool for modern beauty marketing.

Craft engaging marketing videos for makeup brands with Pippit

Pippit is a free AI video maker online designed to help brands turn products into high-converting marketing content in minutes. Whether you're a small business owner, content creator, or part of a growing makeup brand, Pippit makes it easy to craft product-focused videos without any editing experience. With use cases ranging from product launches to seasonal promotions, it offers customizable templates, AI visuals, and a built-in stock library. For the best makeup brands aiming to stand out in a competitive space, Pippit is the perfect tool to simplify video marketing. Let's walk through how to create your first video using it.

Steps to generate promotional videos for makeup brands in Pippit

Creating promotional videos for your makeup brand is quick and hassle-free with Pippit. Follow the simple steps listed below to turn your products into scroll-stopping video content.

STEP 1
1. Enter a product link or add media

Begin by launching Pippit and heading to the “Video Generator” tab in the left-hand menu. Paste your makeup brand product link or upload your images and video clips, then hit “Generate” to let Pippit's AI instantly craft a professional, ready-to-share marketing video for you.

A window titled “How do you want to create a video?” will appear, where Pippit's AI automatically pulls visuals and product details from your link. Enhance the presentation using the Auto Enhance feature, which applies a clean white background for a sleek, professional look. Scroll down to choose your preferred video type and customize elements like Smart Avatars, voiceovers, language, and video length. You can tailor every setting to match your brand's tone, or simply click ‘Generate’ to instantly create a polished makeup brand marketing video.

STEP 2
1. Edit and customize your video

After your branded video is generated, explore a range of themed styles like product showcases, trending memes, or TikTok-inspired formats. To personalize the video, hover over your chosen style and click the pencil icon or select “Quick Edit” to refine visuals, update product text, and customize key elements to reflect your brand’s tone and visual identity.

In the editing panel, you can completely customize your e-commerce video by editing the script, choosing AI avatars, and fine-tuning the voice settings to align with your brand’s tone. Take it a step further by uploading your own media, updating product descriptions, and adjusting fonts, caption colors, and transitions. For more in-depth edits, click “Edit More” in the top-right corner to unlock advanced tools that enhance both the visual impact and overall effectiveness of your makeup brand's video.

Clicking “Edit More” opens Pippit’s complete creative suite, offering an expanded workspace and a powerful set of advanced editing tools. Here, you can fine-tune your video frame by frame, add background music, control audio levels, adjust animations, and modify aspect ratios. These enhanced capabilities let you create highly polished, visually compelling e-commerce marketing videos that are optimized for social media, elevating brand presence, increasing audience engagement, and strengthening your market positioning.

STEP 3
1. Export your video

When your edits are complete, click “Export” in the top-right corner to finalize your video. You can select “Publish” to share it instantly or “Download” to save it for offline use. Before exporting, take a moment to adjust settings like resolution, quality, frame rate, and format, ensuring your video is perfectly optimized for performance across platforms.

Key features of Pippit for makeup brands

• Utilize the AI video generator

Pippit’s AI video generator transforms simple product links or uploaded files into professionally edited videos within minutes. It eliminates the need for manual editing, making content creation fast, intuitive, and visually consistent.

• Explore customizable templates

With a wide range of ready-to-use image and video templates, users can easily maintain brand aesthetics and adapt content for any occasion. These templates save time while ensuring high-quality results for social media, ads, or product launches.

• Access advanced AI editing tools

From auto-cropping and smart transitions to dynamic text animations and background music syncing, Pippit offers robust tools that require no editing experience. These features help users produce polished videos that engage audiences effectively.

• Stock library of images and music

Access a vast collection of royalty-free images, background tracks, and sound effects directly inside Pippit's platform. This built-in library enhances your video without the need to source external assets.

Pure beauty: 2025's standout non-toxic makeup brands

As consumers grow more conscious about what goes on their skin, the demand for non-toxic makeup brands is at an all-time high. These products are crafted without harmful chemicals, focusing on clean, sustainable, and ethical beauty. From vegan makeup brands to cruelty-free makeup brands, the shift towards transparency and wellness continues to redefine beauty standards. In 2025, natural makeup brands are no longer niche; they're the new norm.

Top picks:

• ILIA Beauty: ILIA stands out for its innovative fusion of skincare and clean cosmetics, offering foundations, lipsticks, and tints that not only enhance your look but nourish your skin with active botanicals, perfect for those seeking both performance and purity.
• Kosas: Known for its breathable, dermatologist-tested formulas, Kosas creates vibrant, skin-improving makeup that's free of harsh chemicals, making it a go-to for those who want rich pigments and clean, vegan ingredients all in one.
• Tower 28: Designed with even the most sensitive skin in mind, Tower 28's toxin-free and dermatologist-approved products are built around fun, dewy finishes while strictly adhering to the National Eczema Association's clean beauty standards.
• LYS Beauty: As Sephora's first Black-owned clean beauty brand, LYS Beauty leads with inclusivity and transparency, delivering luxurious, cruelty-free makeup infused with skin-benefiting ingredients at an accessible price point.
• Alima Pure: Rooted in minimalist formulas and refillable packaging, Alima Pure creates richly pigmented, all-natural makeup for those who prioritize sustainability and ingredient integrity without compromising on elegance.

Benefits of non-toxic makeup:

Non-toxic products minimize exposure to harmful chemicals, making them ideal for sensitive or reactive skin. Many of these brands also support ethical practices, offering cruelty-free and vegan makeup options that align with conscious consumer values. They're not just better for you, but also better for the planet.

K-Beauty goes global: The allure of Korean makeup brands

In recent years, Korean makeup brands have become global sensations, loved for their innovation, affordability, and skin-friendly formulations. Known for blending skincare benefits with vibrant pigments, K-beauty products cater to a wide range of skin tones and types. From cushion compacts to water tints, these offerings deliver radiant, natural finishes that define everyday glam.

Top picks:

• Etude House: Known for its playful packaging and wide shade range, Etude House offers budget-friendly products that make experimenting with makeup easy and exciting. From lip tints to cushion compacts, their formulas are gentle and perfect for beginners or anyone seeking a youthful glow.
• Innisfree: Focused on eco-conscious beauty, Innisfree combines natural ingredients from Jeju Island with innovative K-beauty technology. Their makeup line includes breathable foundations and subtle tints designed to enhance natural beauty while nourishing the skin.
• Clio: A go-to for bold, high-performance makeup, Clio is loved for its pigmented eyeliners, foundations, and lip products. Their long-lasting formulas and edgy branding appeal to those who want dramatic results with professional-grade quality.
• Peripera: Famous for its airy ink tints and bright shades, Peripera brings fun and affordability together in travel-sized packaging. With a focus on vibrant color and lasting wear, their products suit trend-driven consumers on a budget.
• HERA: As a luxury Korean brand, HERA delivers premium textures and high-end finishes inspired by Seoul's runway trends. Their sophisticated makeup blends skincare and cosmetics, making it ideal for a polished, modern look.

Benefits of Korean makeup:

Korean makeup brands are praised for their skincare-infused formulations, lightweight coverage, and affordability. They emphasize healthy, glowing skin and provide budget-friendly options without compromising quality, making them top picks for both beauty enthusiasts and minimalists alike.

High-end elegance: Top luxury makeup brands defining beauty

In 2025, luxury makeup is more than just aesthetics; it's about innovation, prestige, and experience. Consumers are leaning toward high-end products that offer superior formulas, elegant packaging, and results that justify the price. From runway-inspired collections to skincare-infused foundations, luxury makeup brands are setting new beauty benchmarks across the globe.

Top picks:

• Chanel Beauty: Renowned for timeless sophistication, Chanel delivers impeccably crafted makeup, from silky lipsticks to luminous foundations, that combines fashion-house prestige with everyday functionality. As one of the top makeup brands globally, it continues to define elegance with innovation.
• Dior Beauty: Fusing artistic flair with cutting-edge skincare, Dior's makeup range includes radiant complexion products, bold pigments, and cult-favorite mascaras. Their luxury offerings elevate both daily routines and special occasions with opulent precision.
• Tom Ford Beauty: A staple in the luxury makeup category, Tom Ford is known for its rich textures, sensual color palettes, and statement-worthy packaging. Each product, whether a lipstick or highlighter, is a reflection of high fashion and bold personal style.
• YSL Beauty: Yves Saint Laurent offers high-performance makeup that doesn't compromise on glamour. Their foundations and lipsticks provide all-day wear, bold color payoff, and a signature scent that makes them instantly recognizable and indulgent.
• Guerlain: Blending tradition and luxury, Guerlain crafts makeup enriched with skin-benefiting ingredients and fine fragrances. From their meteorite powders to luminous bases, their products deliver elegance in every swipe.

Benefits of luxury makeup:

Luxury makeup brands often use higher-quality ingredients, resulting in smoother application, longer wear, and a more refined finish. Many also integrate skincare into their formulations, offering dual benefits for beauty and skin health. Additionally, exquisite packaging and prestige branding offer a heightened sense of self-expression and confidence, making these top makeup brands a favorite among discerning beauty enthusiasts.

Conclusion

In 2025, the beauty industry continues to thrive with diverse offerings, from clean and non-toxic options to luxurious and innovative formulas. Whether you’re drawn to Korean trends, ethical choices, or high-end elegance, there's a makeup brand tailored to every preference and lifestyle. As competition rises, marketing plays a vital role in standing out. Tools like Pippit make it easy to craft engaging, professional videos that showcase your brand effectively. Try Pippit today to transform your makeup brand marketing and captivate your audience with ease.

FAQs

1
1. What are the best makeup brands that offer cruelty-free and vegan options?

Cruelty-free and vegan makeup brands like e.l.f., Milk Makeup, and Rare Beauty offer ethical and high-quality products. These brands avoid animal testing and use plant-based ingredients. You can highlight their unique values in branded content using Pippit's AI-powered video tools.

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1. Which affordable makeup brands are safe for sensitive skin?

Affordable brands such as Burt's Bees, Physicians Formula, and Almay are formulated for sensitive skin and avoid harsh ingredients. They deliver quality without the high price tag. Use Pippit to create trustworthy, skin-safe product videos that build audience confidence.

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1. Are Korean makeup brands good for natural and clean beauty routines?

Yes, Korean makeup brands like Innisfree, Etude House, and Missha are known for gentle, skin-nourishing formulas with natural extracts. They support minimalist and clean routines. Pippit can help showcase these qualities with visually compelling product storytelling.