Choosing the right makeup shades is just as important as selecting the right brands when buying cosmetics in bulk. Whether you’re selling online, in-store, or through social platforms like TikTok Shop, knowing which shades resonate with your customers can make the difference between fast turnover and slow-moving inventory.
At Factory Makeup Wholesale, we supply a wide variety of authentic, brand-name cosmetics at wholesale prices, and we’ve seen what colors consistently perform well across different markets.
Here’s your guide to the best makeup shades to stock for resale, backed by consumer trends, seasonal demand, and resale data.
1. Best-Selling Lipstick Shades
Lipsticks are one of the most purchased beauty items — and when you choose the right shades, they move fast. Here’s what sells:
Nude/Neutral Tones: Universally flattering and ideal for daily wear, nude shades like mauve, beige, or soft rose sell well across all skin tones.
Classic Reds: A bold red lip never goes out of style. Look for blue-based reds (flattering on cool undertones) and true reds (neutral).
Deep Berries & Plums: Especially popular in fall and winter, these dramatic shades are top picks for seasonal collections.
Peach & Coral: Bestsellers in spring/summer and perfect for warm-toned customers.
Pro Tip: Offer shade bundles (e.g., nude trio, red collection) to increase AOV and make the buying process easier for customers.
Overview of Available Colors Best-Selling Makeup Shades by Product Category
| Lipsticks | Nude, Mauve, Soft Pink, True Red, Deep Burgundy, Coral, Rosewood, Classic Wine |
| Lip Glosses & Tints | Clear Gloss, Sheer Pink, Peachy Nude, Golden Shimmer, Cherry Tint |
| Eyeshadow Palettes | Warm Neutrals (Brown, Taupe, Champagne) Cool Neutrals (Gray, Silver, Soft Lilac) Statement Shades (Emerald, Sapphire, Violet, Gold) |
| Foundations & Concealers | Light Beige, Natural Ivory, Warm Sand, Honey Beige, Deep Cocoa (Offer a wide range from light to deep tones to ensure inclusivity.) |
| Eyeliners | Jet Black, Brown, Navy Blue, Emerald, White (for waterline), Metallic Bronze |
| Blush Shades | White, Black, Green, Yellow, Red, Purple |
| Bronzers & Contour Kits | Warm Tan, Deep Bronze, Cool Mocha, Caramel |
| Highlighters | Champagne, Rose Gold, Soft Gold, Icy Pearl |
| Nail Polishes | Classic Red, Nude Beige, Baby Pink, Jet Black, French White, Metallic Gold, Deep Plum, Coral, Teal Blue |
| Mascaras | Intense Black, Brown Black, Waterproof Black, Volumizing formulas in Blue or Plum |
2. Eyeshadow Palettes That Always Sell
Eyeshadow palettes are high-margin items and ideal for retail. The best palettes for resale include:
Neutral/Nude Palettes: Matte and shimmer nude palettes are your best bet for mass appeal. Think beige, brown, champagne, taupe.
Smokey Eye Sets: Perfect for evening wear, special occasions, or pro kits. Grey, charcoal, and black shades sell well.
Warm Tones (Terracotta, Golds, Copper): Popular in both pro and influencer-led looks, especially in fall.
Pop Color Palettes: Bright blues, pinks, and purples work well in curated collections or when targeting younger, trend-driven buyers.
3. Top-Selling Foundation & Concealer Shades
Foundations and concealers can be trickier — but stocking the most in-demand shades pays off. Here’s how to approach it:
Focus on bestsellers in light to medium tones — these typically move fastest in most Western markets.
Offer inclusive options — don’t neglect deep shades; offer a range to appeal to all skin tones.
Bundle popular shades — sell sets that include light, medium, and deep tones for makeup artists or pro kits.
Make sure to only source fresh, batch-verified products to avoid oxidation or poor shelf life.
4. Blush, Highlighter & Bronzer Shades That Perform
Blush: Warm pinks, peach, and soft coral shades are the most universally flattering and highest-selling.
Highlighter: Champagne and gold tones work across skin types and dominate seasonal trends.
Bronzer: Medium-to-warm bronzers in matte or satin finishes are ideal for everyday sculpting.
Look for multi-pan palettes that allow buyers to mix and match — great for both beginners and professionals.
5. Seasonal & Trend-Driven Color Picks
Just like fashion, beauty trends shift by season. Use this general guide for your wholesale buying strategy:
Spring/Summer: Coral, peach, pink glosses, bronzed glows, pastel eyeshadows.
Fall/Winter: Deep reds, wine tones, plum eyeshadows, matte finishes, and bold lips.
Holiday Season: Glitter eyeshadows, metallic highlighters, bold red or berry lipsticks.
Track beauty influencer trends to see what colors are trending on social media and plan your stock accordingly.
Why Shade Selection Matters for Resellers
Choosing the right shades helps you:
Move inventory faster
Increase customer satisfaction
Avoid returns due to mismatch
Build brand trust and repeat buyers
Maximize margins with trending products
At Overflow Cosmetics Factory Wholesale, we help resellers source authentic branded cosmetics with color collections that are curated for performance — not just availability.