1. Maybelline
   L'Oréal
2. Revlon
   Chanel

This iconic slogan first appeared in L'Oréal ads in 1973, though it originated as "Because I'm worth it." It was changed to "Because you're worth it" in the mid-2000s. It also sometimes appears as "Because we're worth it."

1. CoverGirl
   Elizabeth Arden
2. Maybelline
   Wet n Wild

Maybelline was founded in 1915 by a young chemist who named the brand in honor of his sister, Maybel. She had given her brother the inspiration for his first product, Cake Mascara, when he saw her use of a combination of petroleum jelly and carbon dust to enhance her eyelashes and brows.

1. Tarte
   Youngblood Cosmetics
2. Bite Beauty
   BareMinerals

The world's first mineral makeup line, BareMinerals, was founded in 1995. The company became popular in 1997, when QVC began selling their trademark loose mineral powder. Since that time, they've expanded to offer a wide variety of makeup, including lipstick, eyeshadow, mascara and more.

1. Mary Kay
   Beautycounter
2. SeneGence
   Avon

Founded in 1886, Avon's groundbreaking direct-marketing sales system was the first of its kind. It provided women with an accessible opportunity to work outside the house at a time when it was very difficult to do so.

1. Clarins
   Clinque
2. Lancôme
   Tarte

Founded in 1954 by Jacques Courtin-Clarins, this French beauty brand was launched as a luxury skincare line. It debuted its first makeup collection in 1991 with the slogan "You, even more beautiful."

1. Bite Beauty
   Too Faced
2. Cover FX
   Urban Decay

On its website, Urban Decay describes itself as a line of cosmetics "created by makeup junkies, for makeup junkies." Launched in 1996, it's now the number-one selling eye shadow brand in the U.S.

1. NARS
   Revlon
2. CoverGirl
   MAC Cosmetics

This motto was part of a hugely popular ad campaign from the 1980s. The advertisements featured some of the decade's most unforgettable supermodels, including Christy Turlington, Beverly Johnson, Cindy Crawford and Jerry Hall.

1. Elizabeth Arden
   Laura Mercier
2. Chanel
   Guerlain

Beauty pioneer Elizabeth Arden opened her first full-service salon in New York City in 1910. By 1915, she was selling her products internationally. Today, the brand is available in more than one hundred countries around the world and is estimated to be worth close to $1.3 billion.

1. e.l.f.
   Fenty Beauty
2. Kylie Cosmetics
   Kat Von D Beauty

Founded in 2017 by superstar singer Rihanna, Fenty Beauty is all about inclusivity. The brand offers more than 50 shades of foundation to accommodate women of all skin colors and undertones.

1. Gucci Beauty
   Fresh
2. BECCA Cosmetics
   Hourglass Cosmetics

This cult beauty brand, founded in 2001 by Australian makeup artist Rebecca Morrice Williams, has become famous for its bestselling highlighters and bronzers. The company also carries foundation, lipstick, eyeshadow and more.

1. Buxom
   Smashbox
2. Bobbie Brown
   Shiseido

Makeup artist Bobbi Brown launched her eponymous makeup line in 1991 with a collection of 10 lipsticks, which were available exclusively at Bergdorf Goodman. Today, there are more than 30 free-standing Bobbi Brown cosmetics stores around the world.

1. Too Faced
   Benefit Cosmetics
2. Tarte
   Winky Lux

Founded in San Fransisco in 1976 by twin sisters Jean and Jane Ford, this popular beauty brand has become well-known for its playful product names, such as "They're Real!" lengthening mascara and "Watt's up!" cream highlighter.

1. LORAC
   NARS
2. Laura Mercier
   Smashbox

Created by celebrity makeup artists Carol Shaw, LORAC has been a favorite in Hollywood since 1995. Some of Shaw's most famous clients have included Nicole Kidman, Debra Messing and Rachel Bilson.

1. Avon
   Beautycounter
2. True Beauty
   Mary Kay

Originally launched under the name "Beauty by Mary Kay," this makeup company was founded by businesswoman Mary Kay Ash in 1963. Today, it's one of the biggest direct-sales cosmetics brands.

1. Bite Beauty
   La Bella Figura Beauty
2. RMS Beauty
   Ilia

Launched in 2011, this Canadian beauty brand specializes in lipsticks but also carries foundations and powders. All of its products are made with vegan ingredients that are food grade.

1. Lancôme
   Almay
2. Neutrogena
   Milani

This spirited slogan was created to accompany the 2018 launch of Lancôme's high-shine lip lacquer, Lancôme L’Absolu. The innovative lipstick-stain-gloss hybrid comes in a whopping 29 shades.

1. Estee Lauder
   Rimmel London
2. CoverGirl
   Almay

CoverGirl used this well-known slogan until 2017, when they replaced it with a new motto, "I am what I make up." The ad campaign for the rebranding featured popular entertainers such as Issa Rae, Katy Perry and Ayesha Curry.

1. Almay
   MAC Cosmetics
2. Max Factor
   L.A. Girl

Max Factor, an immigrant Polish cosmetician, launched his eponymous line in 1909. The brand became extremely popular with the then-burgeoning film industry and was responsible for developing what's now known as "pancake" makeup for the stage and screen.

1. Charlotte Tilbury
   Boots No7
2. Ciaté London
   Rimmel London

Founded as a perfumery in 1834, Rimmel London has become one of the world's biggest beauty brands. In 2017, its famous slogan was given a slight edit — it changed from "Get the London look" to "Live the London look."

1. ColourPop Cosmetics
   NYX
2. Wet n Wild
   e.l.f.

The majority of ColourPop's products retail for $5 to $8. Founded in 2014 by siblings Laura and John Nelson, the California-based brand is available at Ulta stores and online at Colourpop.com.

1. Estée Lauder
   Burberry Beauty
2. Chanel
   It Cosmetics

When Estée Lauder first launched in 1946, the American beauty brand carried just four skincare products. Today, in addition to offering its own full range of skin, makeup and fragrance products, the company owns some of the biggest beauty brands in the business, including Clinique, MAC and Smashbox.

1. Givenchy
   Chanel
2. NARS
   Guerlain

One of many mottos created by this iconic fashion and beauty band, this catchy slogan was used in print ads during the 1950s and '60s for the brand's hugely popular Chanel No. 5 fragrance.

1. Almay
   Mary Kay
2. Clinique
   Avon

The first dermatologist-developed cosmetics line, Clinique was created by the Estée Lauder company in 1968. It's become one of the biggest skin care and cosmetics brands in the world, with stores in 135 countries.

1. Shiseido
   SK-II
2. Shu Uemura
   Tatcha

Founded back in 1872 as the Shiseido Pharmacy, this beloved Japanese beauty brand carries a full range of makeup products, as well as skincare, fragrance and hair care.

1. Wander Beauty
   Tarte
2. Stila
   It Cosmetics

Founded by a makeup artist in 1994 Stila's name is derived from the Swedish word "stil," which means "style." According to the brand's website, they are founded on the belief that "the right makeup can turn even the simplest look into a statement as authentic as your signature."

1. Laura Mercier
   Kat Von D Beauty
2. Illamasqua
   Too Faced

According to the brand's website, tattoo artist, entrepreneur and animal activist Kat Von D created this makeup line so users could "conceal, contour and create with confidence — knowing your products aren’t harming animals."

1. Tarte
   Charlotte Tilbury
2. Kevyn Aucoin
   Shiseido

Born in London, celebrity makeup artist Charlotte Tilbury has worked with some of the world's biggest stars, including Kate Moss, Naomi Campbell, Penelope Cruz and Natalie Portman. She launched her beauty line in 2012.

1. Marc Jacobs Beauty
   MAC Cosmetics
2. Dior
   Giorgio Armani

On its website, MAC boasts that it "honors individuality and self-expression above all else." With more than 100 shades of high-performance makeup, the brand is indeed made for all ages, races and genders.

1. The Balm
   Winky LuxViolet Voss
2. Glossier
   Violet Voss

This online beauty company was founded in 2014 by Emily Weiss, creator of the popular "Into the Gloss" blog. While the brand's focus is on skin care, it also carries a full line of makeup, as well as a fragrance.

1. IMAN Cosmetics
   Black Opal
2. Black Radiance
   Black Up Cosmetics

In addition to makeup products including foundation, lipstick, mascara and eye shadow, Black Radiance carries a line of skin care that features a cleanser, an exfoliator, a beauty oil and a moisturizer.

1. Laura Geller
   Laura Mercier
2. RMS Beauty
   Pat McGrath Labs

Launched in 1996 by French makeup artist Laura Mercier, this beauty brand has become well-known for creating products that create a no-makeup makeup look, a.k.a. the "flawless face."

1. NYX
   MAC Cosmetics
2. e.l.f.
   It Cosmetics

An abbreviation of "Eyes, Lips, Face," e.l.f. is an American beauty brand that was launched in 2004 with just 13 pieces of makeup. Today, it carries more than 300 products, including lipstick, eyeliner, blush, bronzer and makeup brushes.

1. MUA Cosmetics
   NYC Cosmetics
2. Essence
   L.A. Girl

Founded by businesswoman Toni Ko in 1999, this Los Angeles, California-based beauty brand was named for Nyx, the Greek goddess of the night. In 2014, it was sold to L'Oréal for $500 million.

1. Honest Beauty
   Kjaer Weis
2. ILIA Beauty
   W3ll People

Launched in 2011, this all-natural Canadian beauty brand carries a full line of makeup products, including foundation, lip and cheek color, eye shadow palettes, highlighters and more.

1. Tarte
   Too Faced
2. Bésame Cosmetics
   Smashbox

Tarte's products are formulated with powerful ingredients designed to enhance performance and wear, including Maracuja oil, Amazonian clay, licorice root extract and mango seed butter.