Roundup Review: Pregnancy Safe Makeup Brands

Soon-to-be moms worry about the chemicals they might be consuming that they’re transferring to their babies, and rightfully so. A lot of these chemicals are in our day-to-day makeup.

That’s why I’ve written a list of pregnancy-safe makeup brands out there, which offer everything from pregnancy face wash to fragrance-free lipstick.

Let’s get started.

All About Pregnancy-Safe Makeup Brands

I’ve already mentioned that our makeup contains a lot of chemicals, but why is that an issue? What should pregnant women look out for and choose instead?

I’ll be taking you through this point by point, but first, let’s talk about why you should make the change to pregnancy-safe makeup.

Is Makeup Safe During Pregnancy?

You’re probably wondering, “why should I change my makeup to be pregnancy-safe?”

The answer is in the question! The reason you should make the change to pregnancy-safe makeup brands is that most brands are the exact opposite.

Besides the makeup industry being under-regulated in terms of safety, our day-to-day makeup contains chemicals that may be safe to use for most, but certainly not for those of us who are pregnant.

Taking into consideration that skin is the body’s largest organ, its ability to absorb is the highest of all, and skin happens to absorb anything that touches it.

This means that the chemical-full makeup you’re applying to your face is ending up in your bloodstream, and will eventually make its way to your developing baby.

Thankfully, more and more makeup brands are catching up to the needs of an expecting mom and her baby.

What Ingredients to Avoid During Pregnancy

What you should avoid when using makeup during pregnancy isn’t so much about the brand as it is about the ingredients.

So what ingredients should you avoid during pregnancy?

  • Retin-A, Retinol and Retinyl Palmitate
  • Benzoyl Peroxide and Salicylic Acids
  • Essential Oils
  • Hydroquinone
  • Chemical Sunscreens
  • Dihydroxyacetone
  • Parabens
  • Phthalates
  • Fragrance
  • Triclosan
  • Bisphenol A (BPA)
  • Diethyl phthalate (DEP)

All of the above ingredients can be found in most or all cosmetic and beauty products.

While their risks may vary in seriousness, all of them should be avoided when you’re pregnant to decrease the chances of negatively affecting your baby, including after-birth health issues such as weight issues.

Where To Buy Pregnancy-Safe Makeup Brands

A lot of stores carry pregnancy-safe makeup brands, as buyers are starting to become more aware of what they should and shouldn’t be using.

This means that makeup that’s safe for you and your baby can be found easily and you don’t have to look too far to find the products you need.

Here are some stores where you’re most likely to find pregnancy-safe brands.

The Best Pregnancy Safe Makeup Brands: A Full Review

Here’s my review of the five brands, plus a list of their strong points and shortcomings.

1. Beautycounter

Pregnancy Safe Makeup Brands - Beauty Counter
Beautycounter is a US-based brand that specializes in cosmetics and other beauty products.

The brand is also highly dedicated to being free of harmful chemicals. The website includes a full list of all the ingredients used in their products.

A major plus is The Never List, which is a list of dangerous ingredients that the brand never uses in its product line.

As for the makeup, the product line is very versatile. It includes everything from lipsticks and toners to makeup brushes and full box sets.

One of the brand’s most popular products is the Dew Skin Tinted Moisturizer, which includes SPF protection and is available in five different skin tones.

Plenty of online reviews have reviewed the product, and many stated its lightweight feel on the skin. Another common comment is that the tinted moisturizer lasts throughout the day.

The products are available online on the brand’s website where they ship to any location within the US. Products are also available on Amazon and at physical stores such as Target.


  • Leaping Bunny certified, meaning products are not tested on animals
  • EWG Verified, meaning products are reviewed against strict safety standards
  • Sustainable and environmentally-friendly brand
  • Offers a lightweight sensation after makeup application


  • Doesn’t offer all types of makeup brushes
  • Less affordable than pregnancy-safe competitors

2. W3ll People

Pregnancy Safe Makeup Brands - W3ll People
The W3ll People brand was founded by a trio made up of an A-list makeup artist, an environmentally-conscious entrepreneur, and a cosmetic dermatologist.

The brand is all about being healthy and toxic-free, both for consumers and the planet.

But what really sets this brand apart is that it’s completely plant-powered, meaning it’s vegan. This may drastically decrease the amount of harmful ingredients and chemicals used in their products.

A couple of their bestsellers include the Bio Tint Multi-Action Moisturizer with SPF 30, and the Bio Brightener Invisible Powder.

As always, I’ve checked online for reviews. Those who have tried the Bio Brightener Invisible Powder mention that it helps makeup set really well, and that it’s especially great for dry skin.

I personally wish I had known earlier about the Bio Tint Multi-Action Moisturizer with SPF especially, because I was so used to skipping SPF and opting for a regular moisturizer instead.

Shop the brand at Target, Ulta Beauty, and Amazon.


  • Highly affordable compared to other pregnancy-safe brands
  • Plant-based and entirely cruelty-free
  • Available in many stores


  • Liquid eyeliner applicator is too thick and compromises accuracy
  • Kabuki brush doesn’t distribute makeup equally

3. RMS Beauty

Pregnancy Safe Makeup Brands - RMS Beauty

RMS Beauty is another brand making it a point to be transparent in their ingredients list.

It was actually founded by makeup artist Rose-Marie Swift, who decided to create her own organic brand when she learned that a lot of the toxic chemicals and heavy metals in her system were also found in today’s beauty products.

The brand has its ingredients list readily available on its website, enabling you to double check what you could be consuming when using their products.

RMS Beauty’s product line is unique in its versatility, offering over 30 categories of makeup products. The brand also has a skincare section for maintenance.

One of their most popular products is the one I really feel like trying. The Lip2Cheek Smile doubles as both a lip balm and a cheek tint, so it’s multi-use nature makes it a good investment.

One of the best reviews about the Lip2Cheek describes how the color is highly pigmented, as well as its effectiveness as a multi-use product.


  • Wide price range and affordable
  • The website offers local and worldwide shipping
  • Free choice of sample with every order on the website
  • Available in stores such as Amazon and Sephora


  • Some products are available only online

4. Juice Beauty

Pregnancy Safe Makeup Brands - Juice Beauty

Juice Beauty is a 20-year-old brand that offers all types of beauty products, including makeup.

The Phyto-Pigments collection is the most popular, and it’s also the one that caught my eye the most!

From that collection, the Illuminating Primer is one of the bestsellers.

As you probably know, primer is an important step in the makeup application process that shouldn’t be overlooked! It helps in adding extra moisture to your skin while helping your makeup stay on for longer by offering a strong base.

Another bestseller is the Last Looks Cream Blush, which is vegan and available in four different colors. It also doubles as a sheer lip tint, which is super convenient.

A popular review online claims that the product offers smooth application and a more natural finished look.


  • Reasonably priced for its quality
  • The website offers local and worldwide shipping
  • Organic ingredients
  • “Bestsellers” category available for easy viewing
  • Accessible and can be purchased on Amazon, Ulta Beauty, and more


  • Some products have a sticky texture
  • Certain reviews claim excessive oil residue after application

5. Ilia Beauty

Pregnancy Safe Makeup Brands - Ilia Beauty

Ilia Beauty is an LA-based, vegan, and cruelty-free makeup brand that offers local and worldwide shipping.

The brand offers many different categories of makeup, and my favorite is the multi-use section. Multi-use products are a great way to gain multiple benefits while sparing a few dollars, so it’s no surprise that one of the brand’s bestsellers is the Color Haze Multi-Use Pigment.

It’s available in five different shades of mauve, and it can be used on both your lips and your cheeks. It’s also won the Best Cream Blush Award from NewBeauty and the Best Lipstick Award from PureWow!

One of the reviews of this award-winning pigment blush celebrates its seamless multi-use feature and how you only need to apply a little to get your desired look.


  • Affordable compared to competitors in the market
  • All products are made with skincare in mind, meaning they contain SPF to protect from environmental stressors
  • Vegan, cruelty-free and Leaping Bunny certified
  • Available in physical stores and online on Amazon, Sephora, and Nordstrom


  • Variety of products not as big as competitors
  • Packaging can be inconvenient when applying makeup


Now that we’ve finished the roundup review of pregnancy-safe makeup brands, it’s time to crown the clear winner.

I kept going back and forth between Ilia and Beautycounter. However, after plenty of consideration, I’ve decided that my final go-to brand is Beautycounter. I especially like the brand’s versatility and its ways of transparency as a company.

I remember when I was pregnant and how nervous I was making purchases that could possibly harm my child. so I really appreciate Beautycounter’s use of non-toxic products, and its effort to further educate women on harmful ingredients we may be consuming.

While some products may be less affordable than others, I personally don’t mind. As I find that us pregnant women tend to decrease our makeup application anyway.

The product line is also advantageous, as you can come across plenty of multi-use products that’ll serve you for a long time.


I’m Princila, founder of Check Ovulation and a proud mom of two. I’m an alumna of James Lind Institute. After working in clinical jobs, my passion for writing took its toll, and I ended up switching careers to work in the medical publishing industry. I also have a passion for healthy food, which prompted me to take several online courses in nutrition and health offered by Wageningen University. (I still haven’t completed the courses thanks to my busy mommy schedule!). When I’m not writing/editing scientific and medical manuscripts or taking care of my family, I use my free time to research, learn, and write about healthy living. I have also authored a few books in the self-help niche using the pen names Princila Murrell or PN Murray. Protection Status