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Mid Range Beauty Brands – Page 8

Brands 169–181 of 181. Back to page 1 · Browse brands A–Z

181 brands

Caliray

United States · Est. 2020 · Mid-range

Caliray is an American clean beauty brand founded in 2020 by Wende Zomnir, the co-founder of Urban Decay, and it carries the confidence of someone who has built a category-defining brand before. Dreamed up in California and shaped by a surf-and-wellness sensibility, its philosophy is summarised in three words: less makeup, more living. The range covers eyes, face, cheeks and lips, from the widely praised mascara and eyeliner to primer, setting spray, bronzer, illuminator and SPF lipguard. Formulas favour effortless, lived-in finishes over full coverage, with multitasking products designed for movement rather than the mirror. Caliray is Leaping Bunny certified cruelty-free and meets the requirements for the CLEAN at Sephora seal, with the majority of products vegan. Its exclusion list is explicit, ruling out parabens, sulfates, phthalates, microplastics, nanomaterials, cyclic silicones, BPA and mineral oil, alongside responsibly sourced palm oil. Sustainability is where the brand is genuinely ambitious. Packaging uses post-consumer recycled materials, sugarcane bioplastics and mono-materials chosen for recyclability, with FSC-certified recycled paper and no foils or coatings that compromise it. Refills are sold, empties can be returned through the Pact Collective mailback programme, and emissions are offset via Cloverly. Priced in the mid-range tier, Caliray is a strong answer for anyone seeking vegan, paraben-free, sulfate-free American beauty from a women-owned brand where the sustainability commitments are specific, measurable and unusually well documented.

#vegan #cruelty-free

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Black Moon Cosmetics

United States · Est. 2015 · Mid-range

Black Moon Cosmetics is an American indie makeup brand that took the goth and alternative aesthetic seriously long before the mainstream caught up. Launched in early 2015 and based in Burbank, California, it has built a devoted following on deeply pigmented colour that most mass brands will not touch. The catalogue is led by liquid lipsticks, including the cult Black Metal range, alongside eyeshadow palettes, face products, body glitter, false lashes, press-on nails and accessories. The brand's language, ethereal, lunar, darkly colourful, is matched by the products, which run from wearable neutrals to shades genuinely difficult to find elsewhere. Every Black Moon product is 100% vegan, containing no animal-derived ingredients, and the brand holds certification from both Leaping Bunny and PETA, a double credential relatively few independents bother to obtain. Formulations are paraben-free and gluten-free. Manufacturing is unusually transparent for a brand this size: all lipsticks and eyeshadows are developed and manufactured in Los Angeles, with accessories designed in LA and produced by long-standing partners abroad. Pricing keeps the range accessible, with most colour products between twelve and eighteen dollars, though the eyeshadow palettes sit higher. That places Black Moon among the more affordable routes into genuinely high-pigment makeup. For shoppers seeking vegan, paraben-free, certified cruelty-free American beauty with a distinct point of view and colour that refuses to be safe, Black Moon Cosmetics remains one of the strongest independents in the space.

#vegan #cruelty-free

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Birch Babe

Canada · Est. 2017 · Mid-range

Birch Babe Naturals is a Canadian skincare brand handmade in small batches in Northbrook, Ontario. Founded by Debbie and run with her two daughters, Kelsey and Lindsay, it is a family business in the literal sense, and every product is formulated, made and packed by the people who own it. The range is broad but coherent: cleansers, micellar water, toners, serums, face oils, creams, masks and mineral sunscreen, alongside body bars and oils, muscle balm, beard care, a baby line and a small collection of lip and cheek tints. Formulations are certified All Natural by CertClean, an independent verification that separates the brand from the many labels using "natural" without proof, and the founder holds diplomas in organic skincare formulation and advanced organic cosmetic science. Products are vegan and Leaping Bunny certified cruelty-free, made with ethically sourced, organic and certified natural ingredients. Packaging is almost entirely plastic-free, with a stated commitment to recyclable and sustainable materials and shipping that avoids unnecessary waste. Sitting in the mid-range tier and made entirely in Canada, Birch Babe is positioned for everyday, low-waste self-care rather than clinical intervention, with formulas gentle enough for babies and sensitive skin. For shoppers looking for natural, organic, vegan and cruelty-free skincare that is genuinely handmade, women-owned and locally made rather than outsourced, Birch Babe is one of the most transparent small brands operating in Canadian clean beauty today.

#natural #organic

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Bésame Cosmetics

United States · Est. 2004 · Mid-range

Bésame Cosmetics is an American beauty house devoted to a single idea: that the glamour of the twentieth century is worth reviving properly. Founded in 2004 by Gabriela Hernandez, a cosmetic historian and author who emigrated from Buenos Aires, and run with her husband Fergus, the brand recreates archival formulas and packaging from the 1920s through the 1970s. This is not retro styling applied to modern products. Bésame researches original formulations and reissues them, from a cake mascara revived from a hundred-year-old formula to lipsticks named for the year of their shade, such as Enamorada 1947. Gold-plated compacts, cream rouge and loose face powders are made as collectible objects, and the brand's telling of the 1912 suffrage red lipstick story has become part of its identity. Disney and Marvel collections sit alongside the archive. Formulations are free from harsh chemicals, parabens, mineral oils and gluten, and the brand is 100% cruelty-free with no animal testing. Hernandez works directly with the chemists. Bésame has also operated sustainably for over seventeen years, using reusable and refillable packaging and biodegradable materials, which suits a brand designed to be kept rather than discarded. Priced in the mid-range tier at roughly ten to thirty-six dollars, it competes on craftsmanship rather than novelty. For shoppers seeking paraben-free, cruelty-free, women-owned American beauty with genuine historical depth and packaging built to last, Bésame is without real equivalent.

#heritage #women-owned

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Bellapierre Cosmetics

United Kingdom · Est. 2005 · Mid-range

Bellapierre Cosmetics is a mineral makeup specialist that has spent over a decade arguing pigment does not require compromise. Founded by David Orencyr and centred in London with teams across the United States and Europe, the brand began as a fully mineral-based cosmetics company and has expanded into skincare while keeping mineral formulation at its core. The range is extensive: mineral foundations, cheek and eye products, lip colour, nail products, palettes, brushes, kits and a growing skincare line including vitamin C treatments. Loose and pressed mineral formulas remain the signature, valued for buildable coverage and their suitability for sensitive skin. Its formulation standards are stated plainly. Bellapierre products will never contain talc, parabens or bismuth oxychloride, three ingredients common in conventional mineral makeup and frequent causes of irritation. The brand is Leaping Bunny approved under the Cruelty Free International programme, with a fixed cut-off date policy, and maintains a dedicated vegan collection running to more than fifty products, though the full range is not vegan throughout. Bellapierre also states a commitment to fair trade and social corporate responsibility in its sourcing, and sits in the mid-range tier with products from around ten to forty-five dollars. For shoppers searching for natural, paraben-free, Leaping Bunny certified cruelty-free makeup with a serious mineral heritage and an ethical sourcing position, Bellapierre remains one of the better-established names in the category and a reliable option for reactive skin.

#natural #vegan

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Beauty For Real

United States · Est. 2011 · Mid-range

Beauty For Real is an American beauty brand founded on the working knowledge of a professional makeup artist. Leslie Munsell spent years in editorial before launching the line, and the brand's positioning follows directly from that: no-fuss staples that simplify a daily routine rather than complicate it. The range covers skincare oils, serums and primers, eye products including mascara, liner, brow and shadow, a well-regarded lip category of oils, glosses, balms and liners, plus bronzer, tinted moisturiser and highlighter. Multi-use and portable formats dominate, built for what the brand calls the active woman on the go. Products are vegan and cruelty-free, with the brand listed in PETA's cruelty-free database, and formulations are paraben-free. Organic oils appear through the skincare range, and the brand markets itself under a clean standard without overclaiming certification it does not hold. Sitting in the mid-range tier with core products between roughly sixteen and thirty-six dollars, Beauty For Real is priced for repeat purchase rather than occasional treat. Its minimalist philosophy is explicit: just a few perfect products, used often. The brand is women-owned and, notably, age-inclusive in a category that rarely is. Munsell founded it in her sixties and markets to women who have been buying makeup for decades. For shoppers looking for vegan, paraben-free, women-owned American beauty designed for genuine everyday use by someone who has applied makeup professionally for a living, Beauty For Real is an unusually practical choice.

#women-owned #vegan

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Beauty by Earth

United States · Est. 2014 · Mid-range

Beauty by Earth is an American natural beauty brand that has grown from a self-tanner specialist into a full personal care range without loosening its formulation standards. Founded in 2014 by Prudence Millsap and based in Texas, it now covers self-tan, mineral sunscreen, facial skincare, body care, hair care, lip care and bath. Its credentials are unusually concrete. The brand is Leaping Bunny Certified cruelty-free, and products carrying the USDA Organic mark are fully certified organic rather than simply organic-adjacent. Formulations are paraben-free, sulfate-free, gluten-free and free of phthalates, phenoxyethanol, synthetic fragrance and GMOs, with plant-based ingredients throughout. The range is vegan with a single stated exception, a boar bristle hair brush. Sustainability is handled with similar specificity. Beauty by Earth has been Plastic Neutral Certified through rePurpose Global since 2022, and its cartons are made from fully recyclable materials with soy-based inks on SFI-certified board. All formulations are made in the United States. Sitting in the mid-range tier and priced from around ten dollars, the brand is built for daily use rather than occasional treatment, and the mineral sunscreen and self-tan lines in particular have made it a fixture for families avoiding conventional chemical formulas. For shoppers searching for natural, organic, paraben-free and sulfate-free American beauty from a women-owned business with third-party certification behind the claims, Beauty by Earth is one of the most substantiated options in clean personal care.

#natural #organic

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BASMA Beauty

United States · Est. 2021 · Mid-range

BASMA Beauty is an American colour cosmetics brand built around a problem its founder knows intimately. Basma Hameed spent years as a paramedical tattoo specialist restoring skin for burn survivors, drawing on her own experience of facial burns, before turning that expertise in pigment and skin tone into a makeup line. The result is a range organised around shade accuracy rather than trend. BASMA's foundation stick spans forty-two shades, supported by an online shade-match quiz, and the wider collection of bronzer, cream blush, lip liner and liquid lipstick is designed to sit naturally on skin rather than sit on top of it. Finishes are skin-like and buildable, aimed at everyday wear. Formulations are vegan and cruelty-free, and products are made without parabens, talc or fragrance, with acne-safe formulation a stated priority. Several products are made in Italy. The brand is self-funded and, in its own words, run entirely by an all-female team — unusual in a category dominated by conglomerate-owned labels. Priced in the mid-range tier, BASMA is positioned for people who want a small, considered routine rather than a drawer of single-use products. The minimalist approach is deliberate: a handful of multitasking pieces, matched properly, worn daily. For shoppers looking for vegan, paraben-free, women-owned American beauty with real depth of shade range and a founder whose expertise is clinical rather than editorial, BASMA is a genuinely distinctive option.

#vegan #cruelty-free

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Axiology Beauty

United States · Est. 2013 · Mid-range

Axiology is an American beauty brand that treats packaging as seriously as formulation. Founded by Ericka Rodriguez and based in Bend, Oregon, it built its reputation on a simple provocation: why should a lipstick arrive wrapped in plastic that outlives the person wearing it? The answer became the brand's signature. Axiology products ship in boxes handmade by a women's cooperative in Bali from collected street waste — entirely plastic-free, compostable and recyclable. Its best-known products, the multi-use Balmies crayons, come with no plastic component at all, working across lips, eyes and cheeks so one item replaces three. Formulations are fully vegan and cruelty-free, built on a short list of plant-based, ethically sourced ingredients rather than long synthetic ones. The range now extends beyond colour into foundation and mushroom-infused serums, but the discipline holds throughout: fewer ingredients, fewer products, less waste. Priced in the mid-range tier, Axiology sits alongside conventional prestige makeup while operating to a zero-waste standard almost nobody at that price matches. Its upcycled packaging programme has drawn recognition from Allure, Cosmopolitan and Forbes, and the brand remains women-owned and founder-led. For shoppers searching for vegan, cruelty-free and genuinely sustainable American beauty, Axiology is one of the few brands where the environmental claim is structural rather than cosmetic. If you want ethical makeup that works as hard on waste as it does on pigment, this is the reference point.

#vegan #cruelty-free

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Au Naturale Cosmetics

United States · Est. 2011 · Mid-range

Au Naturale is an American clean beauty brand that manufactures the way almost no one else at its scale still does: by hand, fresh, daily, in its own laboratory. Founded by Ashley Prange and based in Green Bay, Wisconsin, the brand built its name on the argument that colour cosmetics deserve the same ingredient scrutiny shoppers now apply to skincare. The range is comprehensive for an independent: foundations, concealers and powders, lipsticks, glosses, stains and lip oils, eyeshadows, mascaras, liners and brow products, multi-use blushes, bronzers and highlighters, plus brushes and reusable bamboo rounds. Formulations are vegan and cruelty-free, and the exclusion list is unusually specific, with products made without parabens, sulfates, gluten, carmine and nano-particles. Ingredients are described as naturally derived, ethically sourced and non-toxic, with organic inputs used throughout. Making products in-house rather than through contract manufacturers gives the brand direct control over that sourcing, which is precisely what its Clean Beauty Revolution positioning depends on. With most products priced between twenty and forty-eight dollars, Au Naturale sits in the mid-range tier, competing with prestige colour cosmetics on performance while holding to a stricter formulation standard. It ships free within the United States above a modest threshold and internationally as well. For shoppers looking for vegan, paraben-free and sulfate-free American makeup from a women-owned, ethically minded independent, Au Naturale remains one of the most complete natural and organic colour ranges available.

#natural #organic

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Antipodes

New Zealand · Est. 2006 · Mid-range

Antipodes is a New Zealand skincare brand that has spent two decades proving natural formulation and clinical evidence can coexist. Founded in Wellington by Elizabeth Barbalich, it remains New Zealand founded, owned and made, drawing on native botanicals including mānuka honey, harakeke and avocado oil alongside actives such as plant-derived hyaluronic acid, bakuchiol and vitamin C. The brand describes itself as scientifically validated, and the distinction matters. Where much of the natural beauty market relies on ingredient storytelling alone, Antipodes commissions clinical testing on its formulations and publishes the results. Several products carry certified organic status, and the brand maintains a separate certified vegan collection for customers who need it, though the wider range includes mānuka honey and is not vegan throughout. The catalogue spans moisturisers, serums, cleansers, masks, eye creams, toners, mineral SPF and haircare, with a small colour range. Formulations are cruelty-free, and sustainability runs through ingredient sourcing and packaging alike, including recyclable glass and patented recyclable haircare bottles. Sitting in the mid-range tier, Antipodes is priced above supermarket naturals but well below prestige skincare, which has made it a gateway brand for shoppers moving toward organic and ethical beauty without abandoning results. As a women-owned business with a twenty-year track record and an unusually rigorous approach to proof, it remains one of the most credible names in natural New Zealand skincare and a reliable answer for anyone seeking certified organic products with clinical backing.

#natural #organic

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Amy Jean

Australia · Est. 2004 · Mid-range

Amy Jean Brows is an Australian brow and lash specialist that built its reputation on treatments first and products second. Founded by Amy Jean, who has spent more than twenty years working as a brow artist, the business now operates studios across Sydney, Melbourne, Brisbane and the Gold Coast, alongside an in-house academy training the next generation of technicians. What separates it from the broader Australian beauty market is a refusal to treat brows as one-size-fits-all. Every service, brow sculpting, lamination, cosmetic tattooing, lash extensions and laser removal, begins with an assessment of the individual face. That bespoke approach carries into the retail range through Brow ID, a personalisation tool that matches customers to the right pencil, gel, liner or lash essence rather than leaving them to guess. The product line stays tightly focused: brow gels and pencils, precision liners, lash essences, care masks and the professional tools the studios use themselves. Priced in the mid-range tier, it is positioned as an extension of the treatment experience rather than a standalone cosmetics range, which is why the formulas reward technique. As a women-owned business founded and led by its namesake, Amy Jean has attracted a client list including Rita Ora, Kylie Minogue and Delta Goodrem while remaining recognisably specialist. For anyone searching for custom, expert-led Australian beauty in a category dominated by generalists, it remains the country's best-known name in brows and lashes.

#custom #women-owned

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100% PURE

United States · Est. 2005 · Mid-range

100% PURE is an American natural beauty brand built on an unusual founding idea: that colour should come from food, not petrochemicals. Launched in 2005 in San Jose, California by Susie Wang, James Wang and Ric Kostick, the brand pioneered its trademarked Fruit Pigmented technology, drawing pigment from berries, vegetables, tea and cocoa instead of synthetic dyes. Two decades on, that approach still defines a range spanning makeup, skincare, haircare, body care and SPF. The formulations are where the brand earns its place among cruelty-free beauty labels worth knowing. 100% PURE is certified cruelty-free and commits to never testing on animals at any stage, and it goes to considerable lengths to keep animal-sourced materials out of its supply chain. Products are paraben-free, sulfate-free and silicone-free, and the brand leans on plant-based actives such as fruit acids, cold-pressed botanical oils and antioxidant-rich extracts in place of the fillers common at this price. Positioned in the mid-range tier, 100% PURE occupies useful ground for anyone moving away from conventional cosmetics without stepping into luxury pricing. The range is deliberately everyday: buildable foundations, mascaras, cleansers and moisturisers made for daily use rather than occasional statement looks. Its ethical positioning extends past formulation, taking in sustainability commitments, careful ingredient sourcing and unusual transparency about what goes into each product. For shoppers searching for natural, paraben-free American beauty brands with real longevity behind the claims, 100% PURE remains one of the category's most established names.

#natural #plant-based

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