With so many beauty brands making waves in the industry, it’s hard to guess which one reigns supreme. According to a study by beauty, wellness and lifestyle booking app Hey Goldie, the most popular makeup brand in the United States is Huda Beauty. Hey Goldie analyzed more than sixty brands across Google searches and Instagram mentions to determine which brand secured the top spot. Then, they divided the sum by the years the brand has been in business. 

Per the booking app’s parameters, here’s the top five beauty brands in the United States:

  1. Huda Beauty, established in 2013, with 3,039,855 searches
  2. Anastasia Beverly Hills, established in 1997, with 990,026 searches.
  3. Fenty Beauty, established in 2017, with 965,421 searches.
  4. MAC Cosmetics, established in 1984, with 760,625 search results.
  5. Morphe, established in 2008, with 56,235

Now that you know the rankings, 21Ninety wants to help you shop each company’s best products. Here’s a curated a list of the must-have items from these makeup heavy hitters.

Huda Beauty

Huda Beauty’s Faux Filter Crease Proof Concealer is one of the brand’s most highly rated products, according to Sephora. Available in 29 shades, this full-coverage concealer is meant to stay put with a matte finish. The vegan formula claims to be long-wearing and waterproof.

Anastasia Beverly Hills

While Anastasia Beverly Hills makes a range of makeup products, brows are what really solidified the brand as a top choice for consumers. As more natural looking brows continue to trend, 21Ninety recommends trying out the Brow Wiz Ultra-Slim Brow Pencil. Available in 12 shades, the pencil has a precision tip that allows you to fill out your brows as much as you want.

Fenty Beauty by Rihanna

It’s no surprise that Fenty Beauty by Rihanna made the most popular beauty brands list. To celebrate Rihanna’s third place spot, give the Gloss Bomb Universal Lip Luminizer in the shade “Hot Chocolit” a try. The brown shade leaves a shimmer finish that makes lips look full and glossy. The lip luminizer also is formulated with shea butter to condition your lips.

With this gloss bomb, you can say bye-bye to dry and cracked lips.

MAC Cosmetics

Photo Courtesy of MAC Cosmetics

One of the MAC Cosmetics’ most popular products is the Macstack Mascara. The item has over 13,000 five star reviews. The mascara features a custom microbrush that has a combination of shorter and longer bristles to get to every lash. Customers especially love its ability to give lashes volume and length with its buildable clump-free formula.


Photo Courtesy of Morphe

Morphe rounds out the study’s top five and is a brand that has gained traction through an array of influencer collaborations. It has managed to stay popular by offering effective products at an affordable price.

The Continuous Setting Mist is one of those products. The setting spray leaves a radiant finish while topping off the skin or a super-styled glam look. It has vitamins E and B5, and it comes in three sizes. With the mini, regular and jumbo sizes, you will always have this product on hand.

Our editors love finding you the best products and offers! If you purchase something by clicking on one of the affiliate links on our website, we may earn a commission at no extra cost to you.