Clean beauty has slowly been building momentum over the past 10 or so years. “Clean beauty” stands for makeup and skincare products that are made from natural ingredients without the use of synthetic ones that are known or suspected to be harmful. Ethical standards also play a part in the “clean” labeling so many of these companies are cruelty-free or even vegan and sustainable, both environmentally and socially. But not all clean beauty brands are created equal. RMS Beauty is one of the original clean makeup brands, if not THE original, on the now over-saturated market, founded in 2009 and earning a cult following over the 12 years of its existence.

But even with its “cult favorite” label, we want to find out whether the US-based brand is really worth the investment as its products do not sell for cheap. In this RMS Beauty review, we are going to find just that, taking into consideration the company’s products, ingredients, philosophy, services and perhaps most importantly, existing customer reviews. So read on to find out the verdict.

About RMS Beauty

RMS Beauty is a New York City-based brand of clean makeup founded in 2009 by makeup artist Rose-Marie Swift, hence RMS being the founder’s initials. Swift is the fashion industry’s veteran when it comes to makeup, working with every high-profile model, actor and photographer in the industry and for prestigious publications like Vogue, Self Service or Purple Fashion long before starting her own brand. But it is exactly this life-long experience that the founder used and applied when creating RMS Beauty.

Besides being another clean beauty brand, as well as being one of the first, being a pioneer and setting the standards for the movement early on, RMS Beauty’s main selling point that sets it apart from the rest are the living ingredients that the brand uses in all its products. That is raw, organic and wild natural ingredients that are closest to their freshly picked state. That is what the brand refers to as living ingredients and which include things like kakadu plum, buriti oil or tamanu oil. These ingredients ensure that the makeup you apply to your skin doesn’t only cover your skin but also works to take care of it and improve it.

About RMS Beauty

RMS Beauty believes in simplicity which is evident in its aesthetic and packaging which is very minimalistic and clean. But its products too are uncomplicated on purpose, easy to use yet high-performance. Most of the products are versatile and multi-tasking, be it the Lip2Cheek, cream blush and lip stain in one, or the “Un” Cover-up concealer which can be used as both concealer and foundation, both for a natural sheer look and full coverage.

  • Clean natural ingredients
  • Free from synthetic ingredients, toxins and potentially harmful additives
  • Fragrance-free
  • Cruelty-free
  • Paraben, sulfate, phthalate and talc-free
  • Free from GMOs
  • Glass packaging
  • Offers free 1-on-1 virtual consultation
  • RMS Rewards - a programme in which you receive discounts and collect points which are then redeemable
  • Available in physical stores all over the world
  • Offers international shipping
  • Free shipping on US orders over $30 and Canadian orders over $100
  • Offers a scheme with Afterpay on all orders over $35 - buy now and pay later without interest over four installments
  • Wide range of products
  • High-end, sometimes luxury pricing
  • Range of shades could be wider
  • Still uses some plastic in its packaging
  • The brand doesn't cover return costs

RMS Beauty “Un” Cover-Up Cream Foundation Review

The RMS foundation called “Un” Cover-Up is a cream foundation that comes in a 30ml glass pot (as do most of the brand’s products). The foundation retails for $52 which puts this product, and perhaps the whole brand, on the more luxury end. The coverage is buildable so you can go both for a natural and a full-coverage look and customers agree that a little goes a long way.

The formula is designed to hydrate the skin, even out skin tone and texture, while also providing a flawless coverage that feels lightweight. This is achieved by a blend of moisturizing cold-pressed coconut oil, Brazilian wild buriti oil which is an antioxidant, jojoba oil and a blend of nine nourishing herbs, specific to RMS and selected by the founder herself.

With several brands on the market having 40 or more shades on offer, RMS Beauty’s range of 16 definitely leaves room for improvement. However, the shades the company does have at least cover a wide variety of skin tones.

RMS Beauty "Un" Cover-Up Cream Foundation Review

RMS Beauty Straight Up Volumizing Peptide Mascara Review

RMS Beauty’s new and third black mascara contains pro peptides which are inactive proteins that strengthen, nourish and redensify the lashes and leave them looking healthier and fuller. Something that RMS calls the “trilocking system” ensures the Straight Up mascara doesn’t smudge, flake or clump over the course of a 12-hour wear, during which it gives the lashes volume, lift and length. Just like most of the other RMS beauty products, this mascara is buildable so if after application you still crave more volume, you can always add more.

The mascara is available in two sizes –  a full 10ml size for $26 or 4.5ml travel size for $13.

RMS Beauty Straight Up Volumizing Peptide Mascara Review

RMS Beauty Luminizer Review

One of the brand’s all-time bestsellers, the RMS Luminizer is a cream highlighter creating a glowing dewy finish that makes your skin look healthy and lit from within and actually looks like skin, rather than glitter or shimmery makeup like some other highlighters do. The Luminizer is available in six different shades:

  • Living, the original luminizer that is completely sheer and gives skin a natural glow
  • Magic is a more golden shade with a more opaque shine
  • Champagne Rosé, a blush pink color
  • Peach is in the name with a warm bronze tint
  • Amethyst Rose, a cold lilac and rose hue
  • Gold which is a limited edition and is very rich and warm in color, very gold

The product is inspired by the founder’s work on photoshoot sets when she had to create those natural “no makeup” makeup looks when she couldn’t find a highlighter without glitter in it. It is recommended to apply on the cheekbones, on the inner corner of the eye and the cupid’s bow to achieve the best results. While the product naturally illuminates the skin, it nourishes it at the same time with a blend made from castor seed oil with anti-inflammatory properties which soothes the skin and is rich in fatty acids, coconut oil and vitamin E, an antioxidant that protects the skin derived from Spanish sunflowers.

The Luminizer comes in a 0.17oz glass jar and retails for $38, a rather high amount for a highlighter.

RMS Beauty Luminizer Review

RMS Beauty Oil Review

With this face oil, RMS Beauty ventured deeper into the world of skincare. The Beauty Oil is a lightweight mix of skin-nourishing and protecting oils that hydrates, boosts radiance and improves texture of the skin. The blend includes Brazilian buriti oil, hydrating jojoba oil and rosehip oil, which is full of retinol, vitamin C and fatty acids and firms, smooths and brightens the skin by increasing the levels of collagen and elastin in the skin.

Apply 3-4 drops to the skin following your moisturizer, as all face oils should be applied, to seal in all the moisture and treatments you have put on during your skincare routine. It also works particularly well as a base or skin prep for your makeup.

The oil is available in two sizes with two pretty high price tags – 30ml for $78 and a 15ml travel version for $39.

RMS Beauty Oil Review

RMS Beauty Wild with Desire Lipstick Review

Available in 16 shades, from nude to ruby red to black cherry color, the Wild with Desire lipstick is richly pigmented with a satin finish and extremely hydrating as it is infused with the RMS Beauty Oil blend. It is therefore packed with hydrating oils, protecting antioxidants and vitamins. The formula is designed for long-lasting wear without bleeding or feathering. The lipstick comes in a 0.15oz very simple silver tube packaging which could be redesigned in a more sophisticated way. It retails for $28 which is not that high of a price as far as lipsticks go.

The lipsticks can be paired with the brand’s lipliners for a more polished look or layered with the Luminizer, dabbed on top in the center of the lip which will make it look fuller, while also creating a new more pearlescent shade.

RMS Beauty Wild with Desire Lipstick Review

RMS Beauty Lip2Cheek Glow Quad Mini Review

This mini palette is a result of RMS Beauty taking four of its bestselling products and shades and putting them together into one compact with a mirror selling for $25 which is a bargain considering this brand’s price points. It is a versatile product that is perfect for when you’re traveling or on the go. The four products included are:

  • Luminizer in Champagne Rosé shade
  • Lip2Cheek, a cream formula designed as both a lip tint and a blush, in Spell – a dusty rose color
  • Lip2Cheek in shade Beloved, a vibrant red
  • Lip2Cheek in Lost Angel which is a coral pink with a gold undertone

RMS Beauty Lip2Cheek Glow Quad Mini Review

RMS Beauty Customers Reviews

Most of the customers’ feedback is positive with most products earning a rating of 5/5 based on several hundreds reviews, because as we said at the start, this brand has a large cult following. However, there are a few complaints we have come across along the way while doing our research. Most of them were in regards to the RMS foundation. Several customers have complained about the thickness of the formula, about it making their skin look flaky, enhancing their pimples or dry patches, while others said it made them look very greasy and shiny. Here are some examples of the RMS Beauty customer reviews:

“I also had high hopes for this foundation. Although it is heavily pigmented it still did not cover my redness well. It is extremely sticky and heavy and aged my face. I ran out of my Clarins foundation which glided on like silk (they no longer make it sadly). This RMS brand showed every pore on my face. If your skin is too dry it’s pasty and hard to apply. I tried every method recommended for application and still it looked terrible.. Now I am stuck with an extremely expensive jar of makeup I’ll never use :(“

“This has been a staple in my make-up routine for a few years. I recently tried another brand clean highlighter in a similar shade and it didn’t even compare to this RMS product. This highlighter blends so effortlessly and lasts all day. 10/10 recommend to all of my friends”

“I bought the foundation because I often used the concealer on a large area, so I thought the foundation would be better suited to my needs. I like the foundation a lot, but I think I prefer the concealer. I have somewhat dry skin, and the foundation feels like it’s a little too much, whereas the concealer blends nicely and feels more hydrating. That being said, I think the foundation will last longer, and therefore be cheaper in the end.”

“First of all this is the first time I used RMS mascara, I don’t like using any mascara before because they are flaking, crumbling and giving me raccoon eyes, but this one doesn’t! and I can say it is the best! and my eyelashes looked like I have an eyelash extensions plus it’s clean and non-toxic. It doesn’t irritate your eyes. Love love love this mascara. I am a forever fan and user of this product.”

RMS Beauty Customers Reviews

Sign Up for RMS Beauty

If you sign up for RMS Beauty’s newsletter, you will automatically receive 15% off your first order. The brand has also introduced the RMS Rewards scheme for which anyone can sign up for free. As a member, you will earn and collect points which are then redeemable for products and discounts.

Where to Buy RMS Beauty

RMS Beauty is available through the brand’s website which delivers worldwide, as well as several retailers around the world, both online and brick and mortar. In the US, it is most notably and easily found in Sephora. You can use the ‘Where to find’ tool on the site to find your nearest store.

Where to Buy RMS Beauty

RMS Beauty Shipping and Return Policy

All RMS orders are shipped from South Carolina where the products are manufactured. The brands offers free shipping on all US orders over $30 and charges a set fee of $4.95 for all domestic orders under that amount. Orders are delivered between 5 and 7 business days.

RMS also offers worldwide international shipping which takes between 4 and 7 business days to arrive. The fixed shipping fee is $12.95 with Canadian customers eligible for free delivery on orders over $100.


Products can be returned within 30 days of purchase and the items must be unused and unopened. The brand doesn’t cover any return costs.

Contact RMS Beauty

If you have any questions that we haven’t discussed in this RMS Beauty review, feel free to get in touch directly with the company via:

  • Email at [email protected]
  • Phone on 1-877-767-1147 from Monday to Friday 9am—5pm EST
  • Book a free One2One virtual consultation with one of the RMS Beauty experts
  • Instagram
  • Facebook
  • Twitter
  • YouTube
  • Pinterest

Contact RMS Beauty

RMS Beauty: Editors Verdict

So now to the most important questions of all – is RMS Beauty worth your money? While we believe there is still some room for improvement, especially since the prices are rather high, in terms of the shade range of the brand’s foundation and concealer and some of the packaging could use an upgrade, especially the lipstick tube, we are otherwise impressed by the company. Its ethos, high-quality ingredients and well performing formulas have all made us into fans, a few of many amongst its large following which we’ve alluded to and which includes the likes of Emma Watson, Miranda Kerr and Gisele Bündchen.

Frequently Asked Questions

Are RMS Beauty Products Non-GMO?

Yes, none of the brand's products include genetically modified organisms.

Is RMS Beauty Cruelty-Free?

Yes, the brand doesn't test on animals. Several of RMS Beauty's products are also vegan.

How Long Will My RMS Products Last?

The company recommend using the products within one year of opening. However, the brand's lab tests have shown that its products can last over two years.