If you love turning your makeup routine into a moment of pure fun, you probably have a soft spot for Winky Lux. Known for its whimsical Glimmer Balms and flower-adorned packaging, Winky Lux makes beauty feel playful and delightful. Their approachability and cruelty-free formulas make their products an easy favorite.
For anyone who appreciates their vibrant, creative spirit and is looking for more brands that spark joy, we've got you covered. Here are 18 similar brands to check out for playful, must-have beauty products.
Glossier is the master of minimalist, "skin-first" beauty. Famous for its Cloud Paint blushes and Balm Dotcom, the brand champions a dewy, less-is-more look. While Winky Lux goes all-out with glitter and bright colors, Glossier nails the effortless, cool-girl vibe.
If you love Winky Lux for how it enhances your features, Glossier offers a more understated take on that philosophy. Its iconic pink-and-white packaging is just as 'grammable, but with a sleek, minimalist feel. It's the perfect brand for those days you want a fresh-faced, playful glow.
Shop now at glossier.com
If your love for Winky Lux is fueled by its fun, trend-driven, and affordable makeup, then ColourPop is your next obsession. This brand is known for dropping incredible collections - often in collaboration with beloved brands like Disney - that sell out in minutes. Their Super Shock Shadows are legendary for their unique bouncy texture and intense pigmentation.
ColourPop's prices are incredibly accessible, with most items under $20, encouraging you to experiment with bold new colors and finishes without hesitation. It shares Winky Lux's fun-loving spirit but dials up the trend factor and drops new products at lightning speed.
Shop now at colourpop.com
Lime Crime is unabashedly bold, colorful, and made for self-expression. Known for launching the liquid lipstick craze and its imaginative Venus eyeshadow palettes, this brand embraces a whimsical, almost fantastical aesthetic. Unicorn-inspired tubes and fairy-tale packaging? Check.
Compared to Winky Lux's sweet and playful vibe, Lime Crime is more edgy and avant-garde. It’s for the person who isn't afraid to rock a neon green eyeliner or a sparkling galaxy lip. If you're drawn to Winky Lux for its unique product concepts, Lime Crime takes that creativity to a whole new level.
Shop now at limecrimemakeup.com
Milk Makeup delivers cool, innovative makeup with a clean, skin-first vibe. Known for its on-the-go sticks - from their iconic Cooling Water to easy-to-blend cheek and lip tints - the brand is all about simplifying your routine. Their products are vegan, cruelty-free, and feel amazing on the skin.
While Winky Lux leans into a more overtly cutesy aesthetic, Milk offers a cool, minimalist edge. It shares that sense of innovative fun but packages it in sleek, modern components. It’s the perfect brand if you want effective, multi-tasking products that look effortlessly chic.
Shop now at milkmakeup.com
Fenty Beauty changed the game with its unapologetic commitment to inclusivity, but what keeps fans coming back is the combination of high-performance formulas and fun, bold products. Known for its incredible shade ranges, Fenty also delivers killer glosses like the Gloss Bomb and punchy highlighters that truly pop.
While Winky Lux masters playful whimsy, Fenty is all about feeling empowered and confident. The packaging is sleek and modern, often with a bold twist. If you love discovering beauty products that help you stand out, Fenty’s vibrant and innovative collection is a must-try.
Shop now at fentybeauty.com
Burt's Bees is a classic for a reason. Famous for its natural, beeswax-based lip balms, the brand offers simple, reliable formulas that feel great. While it’s certainly more natural and earthy than Winky Lux's sparkle, Burt's Bees delivers a similar sense of simple joy with products like their tinted lip balms that offer a hint of playful color.
This brand is perfect for anyone who prioritizes natural ingredients and eco-friendly products but still wants their beauty routine to feel good. Think of it as Winky Lux's down-to-earth cousin - less glitter, more gentle nourishment, but just as beloved.
Shop now at burtsbees.com
Kosas makes clean beauty feel incredibly cool and chic. This brand is known for its skincare-makeup hybrids, from their viral tinted face oil to gorgeous, hydrating lip colors. Products are packed with botanical ingredients designed to feel good and improve your skin over time.
If you love Winky Lux's approach to fun formulations but are leaning towards a more minimalist, sophisticated aesthetic, Kosas is the perfect next step. The vibe is sleek and modern, offering a refined twist on playful color with a focus on a healthy, radiant glow.
Shop now at kosas.com
ILIA Beauty offers a similar skincare-meets-makeup ethos as Kosas but with a slightly more polished, elegant feel. Their products, from their best-selling Super Serum Skin Tint to their Multi-Sticks for lips and cheeks, provide high performance with clean, skin-loving ingredients.
While Winky Lux is an explosion of playful fun, ILIA offers a more subtle kind of joy through its luxurious textures and effortless results. It’s for those who want that pop of color but prefer it in a sophisticated, minimalist package.
Shop now at iliabeauty.com
Step into the endlessly cute world of The Crème Shop. This K-Beauty inspired brand is filled with whimsy, featuring everything from Hello Kitty-themed sheet masks to plush teddy bear headbands. Their lineup is huge, covering skincare, makeup, and adorable beauty tools at super accessible prices.
The Crème Shop shares Winky Lux's love for irresistibly cute packaging and fun concepts but extends it even further into the skincare realm. It’s a pure treasure trove of sweet, effective, and playful essentials.
Shop now at thecremeshop.com
Besame offers a different kind of playful: a deep dive into vintage glamour. The brand meticulously recreates historical makeup shades in stunning, collectible packaging. Its bullet lipsticks are iconic, designed to look like they've come straight from a starlet’s vanity in the 1940s.
Unlike Winky Lux's trendy, modern fun, Besame's joy comes from nostalgia and romance. Each product feels like a special artifact. For anyone who appreciates the unique story-telling power of makeup, Besame is a beautiful brand to explore.
Shop now at besamecosmetics.com
Juvia's Place is a celebration of vibrant, highly-pigmented makeup inspired by African culture. Known for its legendary eyeshadow palettes packed with rich, buttery matte and shimmer shades, this brand is all about bold, unapologetic color. The Afrocentric art on the packaging is stunning and makes each piece feel special.
Like Winky Lux, Juvia's Place brings a powerful sense of fun and creativity to your makeup table. But where Winky Lux is whimsical, Juvia’s is regal and artistic, empowering users to create truly statement-making looks.
Shop now at juviasplace.com
Urban Decay has been the go-to for edgy, high-performance makeup for decades. Known for their cult-favorite Naked palettes and legendary All Nighter Setting Spray, the brand combines grown-up quality with a dose of rebellious spirit. Their packaging is sleek and has a hint of playful danger.
Compared to Winky Lux's sweetly vibrant feel, Urban Decay leans into a more saturated, nightlife-ready aesthetic. If you're looking for color and sparkle with an edge and formulas that truly last all night, UD is your brand.
Shop now at urbandecay.com
Beauty Bakerie is perhaps one of the most conceptually aligned brands with Winky Lux. With a sweet, dessert-inspired theme, Beauty Bakerie serves up products like smudge-proof Lip Whips in frosting-like tubes and Flour setting powders packaged in flour sacks. It's imaginative, inclusive, and incredibly fun.
Founder Cashmere Nicole's motto is "better, not bitter," and that sweet outlook shines through in every product. If the delicious whimsy of Winky Lux is what you crave, Beauty Bakerie’s delightful world will feel right at home.
Shop now at beautybakerie.com
Too Faced practically invented the concept of fun, playful makeup for a new generation. Known for their iconic Better Than Sex Mascara and dessert-scented palettes (like the original Chocolate Bar), this brand is unabashedly feminine, pink, and sparkly.
Too Faced shares Winky Lux’s belief that makeup should be a joy to use, from the delightful packaging to the feel-good formulas. It's the perfect brand for anyone who loves high-quality makeup that doesn't take itself too seriously.
Shop now at toofaced.com
Benefit Cosmetics charms with its quirky product names and retro-chic packaging. Known for its foolproof problem-solving products like the POREfessional Primer and Benetint, this brand makes beauty feel accessible and fun. They've perfected the blend of cheeky marketing and genuinely effective formulas.
Like Winky Lux, Benefit has a distinctively upbeat and whimsical personality. However, Benefit is less about sparkle and more about clever solutions with character. It's the go-to when you need a brow lift or bronzer that feels both reliable and delightful.
Shop now at benefitcosmetics.com
Tarte strikes a balance between being high-performance, natural-leaning, and having fun, collectable packaging. Famous for its Shape Tape concealer and Amazonian Clay blushes, Tarte creates products that deliver powerful results while being cruelty-free and formulated with skin-friendly ingredients.
While the overall vibe is a bit more polished than Winky Lux, Tarte's limited-edition collections often feature whimsical and playful designs. It's a great option when you want that fun feel backed by some seriously hard-working, eco-chic formulas.
Shop now at tartecosmetics.com
Kaja (Korean for “let’s go!”) is a K-Beauty brand designed to be bite-sized, playful, and perfect for life on the move. They are masters of adorable and innovative packaging, with products like their Bento-box eyeshadows, heart-shaped Cheeky Stamp blushes, and rollerball highlighters.
Kaja shares Winky Lux's spirit of making beauty an interactive, tactile experience. The focus on compact, multi-use products with irresistibly cute application methods makes it a dream brand for anyone who loves clever beauty that pops.
Shop now at kajabeauty.com
Created by Millie Bobby Brown, Florence by Mills is made for Gen-Z beauty lovers. The brand focuses on clean, easy-to-use skincare and makeup that is all about defining beauty on your own terms. The signature periwinkle packaging is super cute, and fun products like their peel-off masks and cream blushes make it special.
This brand captures the fresh, youthful energy of Winky Lux but with a stronger focus on accessible, everyday clean beauty. It's perfect for anyone looking for simple formulas that make you feel good.
Shop now at florencebymills.com
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