When you’re pregnant, everyday products start to matter in a different way. Makeup isn’t just about coverage anymore. It’s about knowing what goes on your skin and what might reach your baby.
One study found that phthalates showed up in nearly every pregnant woman tested, and certain types were linked to developmental risks. Another study reported that oxybenzone, a chemical found in many sunscreens, was present in 85 percent of breast milk samples. That kind of absorption is a real concern.
The brands listed here focus on safer, simpler formulas that skip the questionable ingredients and keep transparency at the center.
Saie
Website: saiehello.com
Certifications: Leaping Bunny, EWG Verified, 1% for the Planet, Climate Neutral
Pregnancy-Safe Ingredients: Squalane, hyaluronic acid, vitamin E (tocopherol)
Location: United States
Saie is a US clean beauty brand whose formulas prioritize non-toxic, plant-derived ingredients. All Saie products are free of retinoids, parabens, phthalates, PEGs, formaldehyde donors and other flagged toxins. Instead they rely on mineral pigments, squalane, botanical oils and natural vitamins. For example, Saie’s tinted moisturizers use zinc oxide for SPF and avoid chemical UV filters; this follows guidance that topical vitamin-A derivatives should be avoided in pregnancy due to birth‐defect risks.
Its ingredient lists are fully transparent, and third-party reviewers confirm very low developmental-hazard scores. Major toxicology reviews (e.g. FDA/ACOG guidance) note that parabens and phthalates can act as endocrine disruptors, so Saie’s avoidance of these (and use of inert, food-grade oils) aligns with recommended pregnancy safety.
ILIA
Website: iliabeauty.com
Certifications: Leaping Bunny Cruelty-Free, Clean at Sephora, 1% for the Planet, Gluten-Free
Pregnancy-Safe Ingredients: Non-nano zinc oxide, titanium dioxide, hyaluronic acid
Location: United States
ILIA is a skin-centric clean-makeup line using organic, non-nano mineral sunscreens and mild botanicals. The brand explicitly formulates without parabens, phthalates, PEGs, talc, BHA/BHT or other restricted ingredients. Their Skin Tint serum uses zinc oxide and titanium dioxide for SPF, both of which do not penetrate the skin or enter the bloodstream.
Its founder notes she wore these products while pregnant, and the company states on its website that “all of our products are non-toxic and safe to use during pregnancy”. This is consistent with FDA/NIH guidance to avoid any retinoids or endocrine disruptors when expecting. ILIA’s formulas use gentle ingredients (e.g. jojoba oil, squalane, vitamin C derivatives) known to have favorable safety profiles.
Well People (W3LL People)
Website: wellpeople.com
Certifications: EWG Verified (many products), Dermatologist-Tested, Cruelty-Free, Vegan
Pregnancy-Safe Ingredients: Iron oxides, non-nano titanium dioxide, zinc oxide, plant oils (jojoba, marula, jojoba esters)
Location: United States
W3LL People is a plant-powered makeup brand developed by a dermatologist. It explicitly formulates without parabens, phthalates, sulfates, synthetic fragrances or dyes. Well People’s “Pregnancy Friendly” line uses natural oils (jojoba, grape seed) and mineral titanium dioxide as ingredients.
The brand cites studies on endocrine disruptors, and its marketing notes avoidance of any ingredient known to “act as endocrine disruptors”. This precaution matches NIH and ACOG recommendations to avoid such toxins during pregnancy. For example, with retinoids classified as Category C/X, W3LL People’s formulas contain no vitamin-A derivatives or chemical sun filters. Multiple products are EWG-verified and the brand is certified cruelty-free and vegan.
RMS Beauty
Website: rmsbeauty.com
Certifications: Cruelty-Free, Gluten-Free, Non-GMO, many EWG-Verified products, B Corporation
Pregnancy-Safe Ingredients: Coconut oil, buriti oil (pro-vitamin A), jojoba oil, vitamin E, mineral iron oxides, non-nano zinc oxide
Location: United States
RMS Beauty is a pioneer in “food-grade” makeup. Its formulas rely on organic oils and butters (coconut oil, buriti oil, shea butter, beeswax, cocoa butter) and mineral pigments. These ingredients are generally recognized as safe (e.g. the Cosmetic Ingredient Review panel concluded “both squalane and squalene are safe” at cosmetic concentrations).
RMS products contain no parabens, phthalates or chemical sunscreens, and their preservatives are minimal. For instance, RMS’s concealer uses food-grade coconut oil and iron oxides, providing coverage without any known teratogens. This matches FDA/NIH guidance that inert natural oils and pigments pose negligible risk. Most RMS color cosmetics are EWG-verified (low hazard) and Leaping Bunny certified. Their demonstrated stability and long use history imply no pregnancy-specific safety concerns; in fact, the brand advertises itself as “safe enough to eat” due to its clean recipe.
Juice Beauty
Website: juicebeauty.com
Certifications: USDA Organic (ingredients), Leaping Bunny, PETA, Climate Neutral
Pregnancy-Safe Ingredients: Acai berry, pineapple, and orange extracts (vitamin C), aloe vera, vitamin A (as carotenoids), zinc oxide, beeswax
Location: United States
Juice Beauty formulates with certified organic botanical juices and extracts as its base, eschewing synthetic additives. Many of its makeup formulas are USDA-organic certified and Leaping Bunny cruelty-free. Juice Beauty proudly avoids parabens and petroleum ingredients (phthalates) in all products. Its color cosmetics use plant-derived pigments (e.g. alkanet, carmine) and nourishing fruit oils and vitamin-rich juices.
By avoiding chemical sunscreens and harsh preservatives, Juice Beauty adheres to pregnancy-safety advice. In fact, its emphasis on vitamins (C, A from fruit) and antioxidants is supported by safety data showing no evidence of toxicity when applied topically.
Concerns: Some Juice Beauty color formulas use alkanet, a plant pigment containing pyrrolizidine alkaloids, which are unsafe in pregnancy due to liver toxicity risks. Most experts recommend avoiding it, especially in products applied near the mouth or absorbed through the skin.
Ecco Bella
Website: eccobella.com
Certifications: USDA Certified Organic ingredients, Natural Products Assoc. certified (flowers/waxes), Gluten-Free, Cruelty-Free
Pregnancy-Safe Ingredients: Jojoba oil, shea butter, olive oil, plant-based waxes (carnauba, candelilla), titanium dioxide, iron oxides, mica
Location: United States
When it comes to a long-standing organic makeup brand, Ecco Bella comes to the list. Its FlowerColor line uses fruit, vegetable and nut oils (jojoba, almond, avocado) along with shea and cocoa butters for hydration, and mica or iron oxides for pigment. Ecco Bella products are formulated without parabens, sulfates or petroleum; many ingredients are USDA-certified organic.
Although large studies on the brand are lacking, its ingredients are commonly used food/natural substances with no known teratogenic effects. For example, jojoba and shea butter are considered non-toxic and non-irritating in cosmetics. The brand emphasizes mineral and botanical actives; its lipsticks and blushes, for instance, use olive oil and plant waxes with no synthetic dyes. In line with pregnancy guidance, Ecco Bella avoids chemical sunscreens (using titanium dioxide when SPF is needed) and harmful preservatives.
Honest Beauty
Website: honest.com
Certifications: Leaping Bunny, Clean at Ulta, EWG Verified (on select products)
Pregnancy-Safe Ingredients: Mineral pigments, coconut oil, shea butter, vitamin E, rice bran wax, aloe, glycerin
Location: United States
Honest Beauty’s product labels emphasize “Made without parabens, phthalates, synthetic fragrances, dyes, formaldehyde donors…” The brand avoids retinoids in its formulas and does not use oxybenzone or octinoxate in its (limited) sunscreen products. Honest routinely advertises that its items are EWG-verified or meet EWG Cosmetic Standards.
They avoid paraben preservatives and phthalate-laden fragrances. In their place, Honest uses plant-based waxes, botanical oils (sunflower, coconut, jojoba) and mineral colorants. Though the company’s own “sensitive skin” claims are marketing-driven, their ingredient avoidance matches dermatological guidance.
Luv + Co (LUV & Co)
Website: luvandcompany.com
Certifications: Cruelty-Free (PETA), Vegan, Leaping Bunny
Pregnancy-Safe Ingredients: Almond oil, shea butter, cocoa butter, vitamin E, mineral iron oxides, mica
Location: United States
Luv + Co is a clean cosmetics brand catering especially to melanin-rich skin. Its formulas are free of talc, parabens, mineral oil, synthetic fragrance and preservatives. The product line relies on organic botanical oils (almond, avocado, argan), cocoa and shea butters, and mineral pigments (mica, iron oxide). They use no chemical UV filters or retinoids – only natural botanicals. These ingredients are all generally recognized as safe; for instance, the CDC and EWG note that avoiding parabens/phthalates improves pregnancy outcomes, which Luv + Co does.
The brand is PETA-certified cruelty-free and emphasizes allergy-friendly formulations. In practice, its Melanin Match foundation and matte lipsticks contain simple oils and clays with documented safety in topical use. Luv + Co’s transparency and ingredient profiles align with government guidance to use mineral sunscreens (titanium dioxide) and well-tolerated emulsifiers during pregnancy.
Tower 28
Website: tower28beauty.com
Certifications: PETA Cruelty-Free, National Eczema Assoc. Accepted, National Rosacea Society Accepted, Vegan
Pregnancy-Safe Ingredients: Prickly pear (cactus) extract, aloe vera, hyaluronic acid, shea butter, mineral pigments, squalane, vegetable glycerin
Location: United States
Tower 28 is a dermatologist-founded line for sensitive skin (acne/eczema). It maintains an “extensive no-no list,” banning all parabens, sulfates, mineral oils, petrolatum, formaldehyde releasers, phthalates, synthetic fragrances, essential oils and other irritants. All products are hypoallergenic, non-comedogenic, fragrance-free and dermatologist-tested.
Notably, Tower 28 uses only mineral colorants and 100% mineral sunscreens (titanium dioxide/zinc) – in line with the recommendation that chemical UV filters (like oxybenzone) be avoided in pregnancy. It also avoids benzophenones or oxybenzone in any product. Clinical guidance notes that chemical UV filters are endocrine-active and may cross the placenta, so Tower 28’s use of inert minerals is advantageous. These clean formulations (e.g. aloe, hyaluronic acid, prickly pear extract) have no known teratogenic effects.
Avoid These Ingredients in Makeup When You’re Pregnant
During pregnancy, even topical exposures matter. While many cosmetics are safe, certain ingredients in makeup can pose developmental risks to the fetus or disrupt maternal hormone function.
Leading health bodies such as the American College of Obstetricians and Gynecologists (ACOG), U.S. Food and Drug Administration (FDA), and National Institutes of Health (NIH) recommend avoiding the following.
Retinoids (Vitamin A derivatives)
Includes: Retinol, Retinyl Palmitate, Retinyl Acetate, Tretinoin, Isotretinoin
Why avoid: Linked to birth defects (especially craniofacial and neural tube abnormalities) when taken orally. Topical use may have lower absorption, but ACOG and NIH recommend avoiding all forms due to risk potential.
Source: (NIH) National Library of Medicine, (AAD) American Academy of Dermatology Association, (ACOG) American College of Obstetricians and Gynecologists
Chemical Sunscreen Filters
Includes: Oxybenzone, Avobenzone, Octinoxate, Octocrylene, Homosalate
Why avoid: Many are endocrine disruptors that may cross the placenta. Studies have linked oxybenzone to possible developmental toxicity and hormonal changes.
Preferred alternative: Mineral sunscreens like zinc oxide or titanium dioxide, which are classified as GRASE (Generally Recognized as Safe and Effective) by the FDA.
Source: NIH PubChem on Oxybenzone
Parabens and Phthalates
Common in: Preservatives and fragrances (look for methylparaben, butylparaben, diethyl phthalate)
Why avoid: Both are suspected endocrine-disrupting chemicals (EDCs) that can interfere with estrogen, testosterone, and fetal development.
Source: NIH NIEHS Phthalates Fact Sheet
Formaldehyde and Formaldehyde-Releasing Preservatives
Includes: DMDM hydantoin, Quaternium-15, Diazolidinyl urea
Why avoid: Known carcinogen and skin sensitizer. Formaldehyde exposure is linked to reproductive toxicity and is banned or restricted in many countries.
Source: NIH Formaldehyde Study
Lead and Heavy Metals in Pigments
Often found in: Lipsticks, eyeliners, and foundations, especially from unregulated sources.
Why avoid: Lead is a known neurotoxin, and even low-level exposure during pregnancy is linked to reduced fetal brain development and miscarriage risk.
Source: (WHO) World Health Organization, ScienceDirect’s Study of Lead Exposure at Each Stage of Pregnancy, (NIH) MotherToBaby Factsheets
Pyrrolizidine Alkaloids (e.g., Alkanet Root)
Found in: Plant-derived colorants
Why avoid: These compounds can be hepatotoxic and fetotoxic, and are listed by several global toxicology databases as unsafe for pregnant women.