Your complete guide to the safest, most effective clean beauty brands you can shop right now at Ulta — dermatologist-vetted and editor-approved.
You want to know the ultimate secret?
Ulta Beauty has quietly become one of the best destinations for clean makeup — stocking an ever-growing selection of brands that prioritize non-toxic ingredients, sustainable packaging, and performance that rivals conventional beauty.
Whether you’re new to clean beauty or a long-time devotee, this guide breaks down the top clean makeup brands at Ulta you should know about in 2025, with honest evaluations of formulas, ingredients, and value.
The basics – What makes a makeup brand “clean”?
Not all clean beauty claims are equal. Here’s what we look for when evaluating brands.
Ingredient transparency
Full ingredient lists disclosed, with no hidden fragrance blends or undisclosed processing aids.
Non-toxic formulas
Free from parabens, sulfates, phthalates, synthetic fragrance, and other known irritants or endocrine disruptors.
Dermatologist-friendly
Suitable for sensitive skin, tested for irritation, and ideally reviewed by dermatologists or clinical teams.
Our method – How we evaluate clean beauty brands
We cross-reference formulas with EWG’s Skin Deep database and flag any concerning actives.
Brands must disclose full ingredient sourcing, manufacturing practices, and any certifications.
Clean doesn’t mean it can’t perform. We test wear time, coverage, and finish on multiple skin types.
Available at Ulta, reasonably priced, and stocked in a range of shades for diverse skin tones.
Our top picks – Best clean makeup brands at Ulta
TOWER 28
SkinSafe certified, eczema-friendly formulas loved for their dewy finish and sensitive-skin focus.
PACIFICA BEAUTY
SkinSafe certified, eczema-friendly formulas loved for their dewy finish and sensitive-skin focus.
HONEST BEAUTY
SkinSafe certified, eczema-friendly formulas loved for their dewy finish and sensitive-skin focus.
W3LL PEOPLE
SkinSafe certified, eczema-friendly formulas loved for their dewy finish and sensitive-skin focus.
Brand comparison
| Brand | Price range | Key ingredients | Best for |
| Pacifica Beauty | $ | Vegan actives, no animal byproducts | Budget-conscious shoppers |
| W3LL People | $$ | EWG verified, biome-friendly | Skin-health-first routines |
| Honest Beauty | $$ | Clean actives, no parabens/SLS | Everyday wear, new to clean |
| Tower 28 | $$$ | SkinSafe, fragrance-free | Eczema / sensitive skin |
Keep reading – Our related guides
FAQs – Frequently asked questions
Is Ulta’s “clean” label reliable?
Ulta’s Clean Beauty standard excludes over 2,500 ingredients, making it one of the stricter retailer standards in the US. However, it’s worth noting that “clean” is still an unregulated term — Ulta’s list is a useful starting point, not a final certification.
Does clean makeup perform as well as conventional makeup?
Yes — the gap has closed significantly in recent years. Brands like Tower 28 and W3LL People consistently receive high marks in performance testing, often rivaling conventional counterparts in wear time, coverage, and pigmentation.
What ingredients should I always avoid?
Key ingredients to avoid include parabens (methylparaben, propylparaben), phthalates, synthetic fragrance/parfum, formaldehyde-releasing preservatives, oxybenzone, and PFAS (forever chemicals). All brands on this list avoid these.
Are all clean makeup brands also cruelty-free?
Not always — clean and cruelty-free are separate standards. Pacifica and W3LL People are both clean and cruelty-free. Always check for Leaping Bunny or PETA certification separately if cruelty-free matters to you.