Well-groomed skin, beautiful hair, and a trim body – something that will never go out of fashion. Today it is not so difficult to prolong youth and maintain an attractive appearance. The world beauty industry is actively developing, offering highly effective cosmetics for face, hair, and body care, as well as all kinds of makeup products.
Of course, it is already quite difficult to surprise us with something new in the field of cosmetics, but the world’s leading companies are still trying. New names, new products, new packages, and new logos come up on the shelves of the stores and pharmacies on a daily basis.
The range of cosmetics available in stores is impressive. Today, products are manufactured in almost every country. Cosmetics differ in cost, composition, packaging, and many other parameters. Some manufacturers claim that the composition of their products is exclusively natural, while others promise an incredible effect.
It’s not hard to get confused. And in this article, we are unlikely to help you choose the perfect foundation that suits your skin, but we can evaluate the visual identity of cosmetic brands recognized as some of the most popular among buyers in the United States. Let’s get started.
Algenist is a relatively young American cosmetic brand, which became extremely popular due to the use of seaweed elements in its products. Scientists’ developments allowed to creation of a line of facial cosmetics with amazing regenerating and restorative properties based on an exclusive ingredient – alguronic acid. Its discovery marked the beginning of the brand’s success.
The visual identity of Algenist is a perfect depiction of a progressive and innovative brand. It is based solely on the bold uppercase lettering in a custom sans-serif typeface with uneven contours of the characters and slightly flared sharp ends of the lines.
The Aveda brand relies on eco-friendliness and transparent composition of its products. Not so long ago, the company overhauled its range and now all their products are vegan. Also, Aveda has launched a carbon offset program and partnered with Wholechain so that anyone interested can trace the entire journey of the brand’s products – from growing ingredients to delivery to stores.
In terms of visual identity, Aveda is rather minimalistic and has its own style in each line. The badge of the brand is based on the stylized uppercase lettering in a sharp geometric sans-serif typeface with the horizontal bars of both letters “A” replaced by solid dots, which balance the edginess of the bars and their angles.
BareMinerals is an American brand of mineral cosmetics, the history of which began in 1976 when Diane Richardson opened a small store of natural cosmetics in a small town in the state of California. The main idea of the company even then was to combine both decorative and care functions in cosmetics. Today, BareMinerals is the number 1 mineral cosmetics manufacturer in the world.
In terms of visual identity, the brand is also quite “bare”. The BareMinerals logo features just a black lettering written against a transparent background in the lowercase of a lightweight typewriter-styled font, with just the “M” capitalized.
The brand, founded by an expert makeup artist of the same name, offers some of the best cosmetic products available today. The range offered is quite large – foundations, shadows, mascara, concealers, blushes, lip products – in a word, everything that concerns decorative cosmetics. These are constantly updated collections, for every season and the holidays. There are bestsellers that won’t go away, as well as the Lux collection, which includes products for special occasions.
The logo of the famous cosmetic brand is set in a timeless black-and-white color palette, with the “Bobbi Brown” inscription in the uppercase set against a transparent background and executed in a narrowed geometric sans-serif typeface with quite a significant distance between the two parts of the brand’s name.
Charlotte Tilbury is one of the most popular makeup artists in the Hollywood Hills. Her clientele includes A-list stars such as Penelope Cruz, Kristen Stewart, Jennifer Lopez and Kate Moss. The Charlotte Tilbury brand offers a wide range of makeup products, from foundations and powders to lipsticks and eye shadows. All of the brand’s products are created with high-quality ingredients and special formulas that deliver perfect results.
The Charlotte Tilbury logo is a bit more complicated than the badges of the brand’s competitors, as it is composed of two elements — a wordmark and an icon, which is the “CT” monogram, executed in the same elegant sans-serif typeface with the slightly flared ends of the bars, as the title case inscription set at the bottom of the composition.
The Drunk Elephant brand relies on the biocompatibility of its ingredients. The formulas do not disturb pH, are easily absorbed, and preserve the acid mantle of the skin. The formulations are free of silicones, essential oils, alcohol, chemical filters, fragrances, and SLS. In 2019, the Drunk Elephant brand was bought by the Shiseido concern for $845 million.
The Drunk Elephant logo is impossible to not recognize. The badge of the modern cosmetic brand, executed in a minimalistic black-and-white color palette, is composed of an elegantly stylized image of an elephant, drawn in thin smooth strokes, and a bold uppercase lettering in a classy serif typeface. The “Est. 2012” datemark is set on the sides of the emblem.
Fenty Beauty was launched in 2017 with the support of famous singer Rihanna and French conglomerate LVMH. One of the key features of Fenty Beauty is its commitment to being an inclusive brand. From the beginning, Fenty Beauty set out to offer products that cater to the needs of the widest range of consumers. According to surveys, Fenty Beauty is the most favorite brand in the United States.
In terms of visual identity, Fenty Beauty has it all: the minimalistic wordmark with the full name of the brand, set in a clean and laconic sans-serif typeface, with the mirrored “N”, the sleek “FB” monogram in a sophisticated yet heavy serif font, and the “By Rihanna” tagline which leaves no doubts.
Cosmetics company Huda Beauty was founded in Dubai in 2013 by blogger Huda Kattan and initially produced only false eyelashes. The range was then expanded to include a full beauty line, which can be found in Sephora, Harrods, Selfridges, Cult Beauty, and the company’s own online store. According to Cosmetify.com, Huda Beauty was the most popular brand in the world in the first quarter of 2020.
The logo of the young yet super popular cosmetic brand Huda Beauty is executed in a bright and feminine pink and black color palette, with the stylized uppercase lettering executed in a lightweight sans-serif typeface, with the shortened horizontal bars of both “A”s and the first “A” overlapping the “B”.
Juice Beauty is an ethical organic cosmetics manufacturer that has been on the market since 2005. Juice Beauty was founded by wellness industry veteran Karen Behnke, who was previously a fitness and nutrition expert. The brand’s products are USDA Organic certified, and many of the ingredients are purchased locally from organic farmers. The company is committed to sustainability and the Peta and Leaping bunny badges are evidence of Juice Beauty’s ethical policy.
The Juice Beauty logo fully reflects the values of the brand and its ecological approach to the production of its cosmetics. The logo is composed of stylish mixed case lettering in a clean sans-serif typeface, with delicate dots above the “J” and the “I”; and an emblem, depicting a double drop in a light shade of green and white.
Kiehl’s is a well-known American cosmetics brand specializing in premium skin, hair, and body care products. Service and individual approach have been the strengths of the brand since the foundation of the eponymous pharmacy in 1851 in New York. Today, Kiehl’s is a cosmetics brand that has won the trust of women and men all over the world. Compared to its competitors, Kiehl’s Cosmetic focuses on the production of high-end natural cosmetics.
The iconic cursive Kiehl’s long underlined lettering was created long ago by a Japanese calligrapher whose name has unfortunately not survived to this day. The brand hasn’t changed its visual identity for decades, and this is more than understandable: the black inscription in the logo says everything about the approach and concept of the famous label.
La Mer is a Luxury skincare brand that maintains its status as a favorite among celebrities even in the face of ever-increasing competition. The company was founded by astrophysicist and natural biologist Max Huber, who created the formula for the brand’s iconic Crème de la Mer cream. According to Hubert himself, it took about 12 years and 6,000 experiments with the active ingredients of marine life before this legendary cream was created.
The luxury La Mer brand features one of the most elegant logos in the cosmetic industry. The uppercase lettering in a timelessly sophisticated serif typeface is written against a transparent background with a bold brush stroke in a very light shade of green. The solid dot at the end of the wordmark adds a final touch, emphasizing excellence and quality.
Origins is an American brand whose motto is the use of natural ingredients and advanced technologies. The launch of the brand was back in 1990, but in fact, the work on the creation of the brand began even earlier – in the 80s. Origins does not test cosmetics on animals, plants trees, and recycles product packaging, and by the way, not only the Origins ones, but of all the brands belonging to the Estee Lauder Corporation.
The visual identity of the Original brand fully reflects the natural side of its concept. The bold stylized wordmark is a geometric sans-serif typeface with slightly diagonal vertical bars underlined by a massive emblem, which depicts two silhouettes of trees.
The cosmetics brand Sunday Riley uses ingredients with scientifically proven efficacy and high asset content. You won’t find sulfates, parabens, synthetic fragrances, and mineral oils in the brand’s products: the formulations avoid anything suspicious. Sunday Riley, the founder of the eponymous cosmetics brand, formulates all her products herself. The brand is completely eco-friendly and cruelty-free, with fully recyclable packaging, plus around 1,000 trees are planted by Sunday Riley every year.
Just like most of its competitors, the Sunday Riley brand has chosen a black-and-white color palette for its logo. The badge features only the lettering, written in two lines, with the upper, “Sunday”, enlarged. Both levels are executed in the same elegant sans-serif typeface with some of the bars thinner than others.
The founder of the brand, Tata Harper, is known as The Queen of the Green. Since 2010, it has been launching skincare products that are 100% made up of natural, natural ingredients. By the way, the formula of each Tata Harper Skincare product consists of more than 50 herbal ingredients. There are many American and not only celebrities among the brand’s fans.
The Tata Harper logo stands out in the list of its competitors due to the use of a fresh and vivid green color. The tender and elegant composition of the badge features a very detailed emblem depicting various plants and a clean uppercase lettering in a modern geometric sans-serif typeface.
Too Faced is a family brand. It was founded in 1998 by Jerrod Blandino and Jeremy Johnson, a couple who love cosmetics. The peculiarity of the Too Faced products Is about brightness, which is relevant at all times. It was this concept that brought the brand to a pedestal among modern cosmetics manufacturers. Too Faced is totally cruelty-free. No products are tested on animals and all brushes are synthetic.
The visual identity of the Too Faced cosmetic brand is a combination of elegant and modern confidence. The logo is composed of two lines of lettering: the upper, enlarged one, executed in a bold cursive font, and the bottom “Cosmetics” in the uppercase of a minimalistic sans-serif typeface.
Estée Lauder is a renowned American premium cosmetics brand founded in 1946 by Estée Lauder and her husband Joseph Lauder. The brand is recognized globally for its high-quality skincare, makeup, fragrance, and hair care products. Estée Lauder’s logo is a sophisticated and elegant design, featuring a stylized “E” and “L” interwoven within a square frame. This design embodies the brand’s commitment to luxury and excellence.
The logo’s black and white color palette underscores its timeless and classic appeal, reinforcing Estée Lauder’s image as a prestigious and trustworthy brand in the cosmetics industry. The intricate interplay of the letters in the logo reflects the brand’s dedication to detail and quality, symbolizing the fine craftsmanship and superior formulation of its products. Estée Lauder continues to innovate and set trends in the beauty industry, maintaining its status as a leader in luxury cosmetics.
Chantecaille is a premium cosmetics brand known for its use of natural ingredients and commitment to environmental sustainability. Founded by Sylvie Chantecaille in 1997, the brand combines botanicals with advanced technology to create high-performance skincare and makeup products. The Chantecaille logo features four distinct icons – a lion, a bee, an elephant, and a coral – each representing the brand’s dedication to protecting endangered species and the environment.
The logo is sophisticated and elegant, with the brand name “CHANTECAILLE” written in a refined serif font, accompanied by the tagline “Wild About Nature.” This tagline emphasizes the brand’s passion for natural beauty and conservation efforts. The icons and text are in a minimalist black and white color scheme, reflecting Chantecaille’s clean and luxurious aesthetic. The brand’s products are cruelty-free and eco-friendly, resonating with consumers who value sustainability and high-quality, natural ingredients.
Clinique is a leading American skincare and cosmetics brand founded in 1968 by the Estee Lauder Companies. It is renowned for its dermatologist-developed, allergy-tested, and fragrance-free products designed to improve skin health. The Clinique logo is simple yet striking, featuring the brand name in bold, uppercase letters with a horizontal line above and below the text. This clean and modern design reflects Clinique’s commitment to clarity, purity, and scientific integrity.
The black and white color scheme of the logo underscores Clinique’s no-nonsense approach to skincare, emphasizing the brand’s focus on efficacy and safety. Clinique’s products are formulated to address various skin concerns, offering customized solutions for different skin types. The minimalist design of the logo aligns with the brand’s philosophy of delivering straightforward, effective skincare without unnecessary additives, making Clinique a trusted name in the beauty industry.
Becca is a premium cosmetics brand known for its high-quality makeup products that enhance natural beauty with a luminous finish. Founded in 2001 by makeup artist Rebecca Morrice Williams, Becca gained fame for its innovative complexion products, including highlighters, foundations, and primers. The Becca logo is straightforward and modern, featuring the brand name in uppercase letters with a simple and clean typeface.
The logo’s minimalist black and white design reflects Becca’s focus on creating versatile and user-friendly makeup that allows for a radiant, natural look. The brand emphasizes inclusivity, offering a wide range of shades to suit diverse skin tones. Becca’s products are beloved for their ability to provide a healthy, glowing complexion, making the brand a favorite among makeup enthusiasts and professionals alike. The logo’s simplicity conveys the brand’s dedication to high-quality formulations and timeless beauty.
GlamGlow is a Hollywood-based premium skincare brand founded in 2010 by Glenn and Shannon Dellimore. It is famous for its innovative, high-performance facial masks that deliver instant and visible results, often used by celebrities and professionals in the entertainment industry. The GlamGlow logo is bold and modern, featuring the brand name in uppercase letters with a star replacing the letter “A” in “Glam.”
The tagline “Hollywood, California” below the brand name highlights its glamorous origins and association with the entertainment world. The black and white color scheme of the logo exudes sophistication and luxury, aligning with GlamGlow’s image as a high-end skincare brand. The star symbol in the logo represents the brand’s promise to deliver star-quality skin, making it a go-to choice for those seeking transformative skincare solutions.
NARS is a high-end cosmetics and skincare brand founded in 1994 by makeup artist and photographer François Nars. Known for its bold colors, innovative formulations, and chic packaging, NARS has become a favorite among beauty enthusiasts and professionals. The NARS logo is distinctive and avant-garde, featuring the brand name in a unique, overlapping typeface that creates a sense of modernity and sophistication.
The minimalist black and white design of the logo reflects the brand’s elegant and edgy aesthetic. NARS products are celebrated for their high pigmentation, long-lasting wear, and wide range of shades, making them a staple in the beauty industry. The logo’s artistic design mirrors the brand’s commitment to creativity, self-expression, and high-quality makeup that empowers individuals to experiment with their looks.
Tarte Cosmetics is a popular American beauty brand founded in 1999 by Maureen Kelly. The brand is renowned for its use of natural, eco-friendly ingredients and its commitment to cruelty-free and vegan products. The Tarte logo is simple and modern, featuring the brand name in lowercase letters with a playful and approachable typeface.
The logo’s vibrant purple color reflects Tarte’s fun and youthful spirit, appealing to a wide range of consumers who value both performance and ethical practices in their beauty products. Tarte is known for its innovative formulations, high-quality ingredients, and whimsical packaging, which often incorporates themes of nature and fantasy. The brand’s dedication to sustainability and natural beauty is encapsulated in its logo, making Tarte a beloved name in the cosmetics industry.
Anastasia Beverly Hills is a prestigious cosmetics brand founded in 1997 by Anastasia Soare. The brand is widely recognized for its revolutionary brow products and high-quality makeup, which have garnered a loyal following among beauty enthusiasts and professionals. The Anastasia Beverly Hills logo features a stylized “A” with a crown-like design, encapsulated within a circular frame. Below the emblem, the brand name is written in an elegant serif font, emphasizing its luxurious and sophisticated image.
The black and white color scheme of the logo underscores the brand’s timeless elegance and commitment to excellence. Anastasia Beverly Hills is known for its innovative brow-shaping techniques and a wide range of makeup products that cater to diverse beauty needs. The logo’s regal design reflects the brand’s position as a leader in the beauty industry, offering products that enhance natural beauty with precision and artistry.
Smashbox Cosmetics, established in 1996 by Dean and Davis Factor, descendants of makeup legend Max Factor, is renowned for its high-quality, studio-tested makeup products that deliver long-lasting, flawless results. The brand began in a Los Angeles photo studio, where professionals needed reliable products that could withstand the intense lighting and lengthy photo shoots. Smashbox is now a beloved brand for its innovative primers, foundations, lipsticks, and more, which are all cruelty-free.
The Smashbox logo features a sleek, modern sans-serif typeface that exudes sophistication and elegance. The word “Smashbox” is written in lowercase, adding a touch of approachability, while the word “COSMETICS” beneath it, in uppercase, balances the design with a sense of professionalism and authority. The logo’s clean lines and minimalistic design reflect the brand’s focus on high-performance, no-nonsense beauty products that cater to both everyday consumers and professional makeup artists alike.
Hourglass, founded by Carisa Janes in 2004, is a luxury cosmetics brand celebrated for its commitment to innovation and cruelty-free beauty. The brand is known for its cutting-edge formulas, high-performance products, and focus on sustainable luxury. Hourglass has gained a loyal following for its sophisticated packaging, richly pigmented makeup, and advanced skincare-infused formulations that cater to a wide range of beauty needs.
The Hourglass logo features a bold, uppercase sans-serif typeface that commands attention and conveys a sense of modern elegance and luxury. The clean, straightforward lines of the logo reflect the brand’s dedication to creating timeless, high-quality products that blend science and beauty. The use of black for the logo adds a touch of sophistication and timelessness, aligning with the brand’s philosophy of creating products that not only perform exceptionally but also look stunning on any vanity.
Urban Decay, founded in 1996 by Sandy Lerner, Wende Zomnir, and David Soward, is a rebellious and edgy cosmetics brand that has made a name for itself with its bold, vibrant colors and unconventional approach to beauty. Known for its iconic Naked palettes, long-lasting eyeliners, and high-impact lipsticks, Urban Decay appeals to makeup enthusiasts who crave unique, statement-making looks.
The Urban Decay logo combines a gothic-inspired “UD” monogram with a refined serif typeface for the full brand name. The “UD” monogram features dramatic, stylized lettering that evokes a sense of mystery and rebellion, perfectly capturing the brand’s daring spirit. The accompanying “Urban Decay” text in a classic serif font adds a touch of sophistication and balance to the overall design. This juxtaposition of styles reflects the brand’s ability to blend edgy aesthetics with high-quality, professional-grade products.
MAC Cosmetics, originally founded in Toronto in 1984 by Frank Toskan and Frank Angelo, is a globally recognized brand known for its wide range of professional-quality makeup products. MAC, which stands for Makeup Art Cosmetics, has built a reputation for its vibrant color palettes, inclusive shade ranges, and commitment to diversity and self-expression.
The MAC Cosmetics logo features a modern, stylized wordmark with the letters “M.A.C” separated by distinctive dots. The sleek, geometric typeface exudes a sense of contemporary elegance and professionalism, reflecting the brand’s status as a leader in the beauty industry. The use of a black and white color scheme adds to the logo’s sophistication and timelessness, making it instantly recognizable and synonymous with high-quality makeup artistry.
Herbivore Botanicals, founded by Julia Wills and Alexander Kummerow in 2011, is a natural skincare brand dedicated to using plant-based, organic ingredients to create effective, luxurious products. The brand emphasizes transparency, sustainability, and self-care, offering a range of skincare solutions that are free from synthetic additives, fillers, and chemicals.
The Herbivore Botanicals logo features a clean, minimalist sans-serif typeface that underscores the brand’s commitment to simplicity and natural beauty. The word “Herbivore” is prominently displayed in bold letters, while “Botanicals” is written below in a more delicate, lighter font, creating a harmonious balance. The logo’s straightforward design and monochromatic color scheme reflect the brand’s focus on purity and efficacy, aligning with its ethos of providing high-quality, natural skincare solutions.
Tom Ford Beauty, launched by the renowned fashion designer Tom Ford in 2006, is a luxury cosmetics brand known for its sophisticated, high-performance products. The brand offers a wide range of makeup and skincare items, all designed with an emphasis on glamour, elegance, and innovation. Tom Ford Beauty has become a favorite among makeup enthusiasts and professionals alike for its luxurious formulas, striking packaging, and bold color palettes.
The Tom Ford Beauty logo features a bold, uppercase sans-serif typeface that exudes a sense of modern luxury and sophistication. The name “Tom Ford” is displayed prominently, with “Beauty” written beneath it in a slightly smaller size, creating a cohesive and balanced design. The logo’s sleek lines and minimalist approach reflect the brand’s commitment to timeless elegance and high-quality craftsmanship, making it instantly recognizable and synonymous with opulence in the beauty industry.
IT Cosmetics, founded by Jamie Kern Lima in 2008, is a brand known for its problem-solving, skin-loving products that combine makeup and skincare. The brand’s mission is to empower individuals with innovative products that deliver real results, with a focus on inclusivity and enhancing natural beauty. IT Cosmetics has gained a loyal following for its CC creams, concealers, and skincare-infused makeup, all developed with the help of plastic surgeons and dermatologists.
The IT Cosmetics logo features a modern, playful wordmark with a unique, handwritten-style “IT” and a clean, sans-serif “COSMETICS” beneath it. The contrasting styles of the two elements create a dynamic and approachable design, reflecting the brand’s blend of fun and efficacy. The logo’s black and white color scheme adds a touch of elegance and professionalism, making it easily recognizable and representative of IT Cosmetics’ commitment to high-quality, innovative beauty solutions.
Pat McGrath Labs, founded by the legendary makeup artist Pat McGrath in 2015, is a luxury cosmetics brand celebrated for its groundbreaking products and avant-garde aesthetic. The brand offers a range of high-impact makeup items, including eyeshadows, lipsticks, and foundations, all designed to push the boundaries of creativity and self-expression. Pat McGrath Labs is known for its richly pigmented formulas, innovative textures, and striking packaging.
The Pat McGrath Labs logo features a bold, uppercase typewriter-style typeface that conveys a sense of modernity and experimentation. The clean, straightforward lines of the logo reflect the brand’s focus on precision and high performance, while the unique font choice adds an element of artistic flair. The logo’s black and white color scheme enhances its timeless appeal, making it instantly recognizable and synonymous with cutting-edge beauty and innovation.