Cruelty-Free Makeup Brands That Deserve a Spot in Your Routine
In today’s beauty world, where ethics and self-expression go hand in hand, cruelty-free makeup brands are the champions of both. No animals harmed, no compromises on quality—just pure, guilt-free beauty. Switching to cruelty-free makeup isn’t just about following a trend; it’s a powerful choice that reflects your values while still allowing you to slay every makeup look you try.
But navigating the beauty aisle can be overwhelming. With so many brands claiming to be cruelty-free, how do you know who’s truly walking the talk? We’ve done the research and consulted experts to bring you the ultimate guide to cruelty-free makeup. Here are the brands you need to know—and how they’re redefining the beauty industry.
Why Cruelty-Free Makeup Matters
Before diving into the brands, let’s address the “why.” Why is cruelty-free makeup a big deal? In short: animals shouldn’t have to suffer for your eyeliner. Traditional testing methods often involve subjecting animals to painful and invasive procedures to ensure product safety. But with advancements in technology, there are now humane and effective alternatives.
Going cruelty-free also pushes the beauty industry to embrace innovation. Many cruelty-free brands are committed to sustainability, vegan formulas, and ethical sourcing. Supporting these brands means contributing to a kinder, greener future.
Cruelty-Free vs. Vegan
It’s easy to confuse cruelty-free with vegan, but they’re not the same. Cruelty-free means that no animal testing is involved at any stage of product development. Vegan, on the other hand, refers to the absence of animal-derived ingredients like beeswax, carmine, or lanolin. A brand can be cruelty-free without being vegan, and vice versa.
Look for certifications from organizations like Leaping Bunny and PETA to ensure you’re supporting genuinely cruelty-free brands.
The Best Cruelty-Free Makeup Brands
1. Hourglass Cosmetics
Luxury meets ethics. Hourglass Cosmetics is committed to being 100% vegan by 2025, and they’ve already achieved cruelty-free certification. Known for their ambient lighting powders and skin-perfecting foundations, Hourglass proves that you don’t need to sacrifice performance for principles.
Expert tip: Their Veil Translucent Setting Powder ($49 on Amazon) is a cult favorite for achieving a flawless, airbrushed finish.
2. e.l.f. Cosmetics
Affordable and cruelty-free? Yes, please. e.l.f. Cosmetics offers high-quality products that won’t break the bank. From their hydrating Camo Concealer ($7 on Amazon) to their versatile Bite-Size Eyeshadow palettes ($6 on Amazon), e.l.f. proves that beauty can be accessible and ethical.
Pro tip: Keep an eye out for their skincare line, which is also cruelty-free and vegan.
3. Too Faced
Playful, bold, and cruelty-free—Too Faced is a brand that doesn’t take itself too seriously but takes its ethical commitments very seriously. Known for their iconic Better Than Sex Mascara ($29 on Amazon) and sweet-smelling eyeshadow palettes, Too Faced is a must-try for anyone who loves fun packaging and high-quality formulas.
4. Tarte Cosmetics
Tarte is practically synonymous with cruelty-free beauty. Known for its eco-chic packaging and high-performance formulas, this brand delivers everything from rich eyeshadow palettes to full-coverage foundations. Their best-selling Shape Tape Concealer ($27 on Amazon) is a fan favorite for good reason—it blends seamlessly and stays put all day.
But here’s the kicker: Tarte is also committed to vegan options. Many of their products, including the Amazonian Clay collection, are completely free of animal-derived ingredients. Plus, the brand uses natural ingredients like maracuja oil and Amazonian clay to nourish your skin.
5. Milk Makeup
Milk Makeup is all about creativity and self-expression. This cruelty-free brand is known for its multi-use products that simplify your routine without compromising on quality. Their Hydro Grip Primer ($20 on Amazon) is a game-changer for locking in makeup while keeping your skin hydrated.
The brand is also 100% vegan, using plant-based ingredients like hemp-derived cannabis oil and matcha green tea. Milk Makeup’s stick-format products—from blush to highlighter—make them perfect for on-the-go touch-ups.
6. Fenty Beauty
Founded by Rihanna, Fenty Beauty has taken the beauty world by storm with its inclusive shade ranges and innovative formulas. From their Pro Filt’r Soft Matte Foundation ($32 on Amazon) to their Gloss Bomb Universal Lip Luminizer ($21 on Sephora), every product is designed to work on all skin tones and types.
Fenty Beauty is cruelty-free, and while not all products are vegan, many are. The brand’s commitment to diversity and ethical practices makes it a standout in the industry.
7. KVD Beauty
KVD Beauty (formerly Kat Von D Beauty) has rebranded itself as a fully vegan and cruelty-free powerhouse. Known for bold, high-pigment products, this brand caters to anyone who loves dramatic, statement-making looks. Their Tattoo Liner ($19 on KVDbeauty) is a fan-favorite for creating precise, smudge-proof winged eyeliner.
The brand is also committed to sustainability, with many of their products now available in refillable packaging. Whether you’re after a bold red lipstick or a long-lasting foundation, KVD Beauty has you covered.
8. Anastasia Beverly Hills
Anastasia Beverly Hills (ABH) is the go-to brand for perfecting your brows. Their Brow Wiz ($25 on Amazon) pencil and Dipbrow Pomade ($21 on Amazon) are legendary among makeup enthusiasts. But ABH isn’t just about brows; their eyeshadow palettes and lipsticks are equally iconic.
While not every product is vegan, ABH is cruelty-free and offers a wide range of vegan-friendly options. Their commitment to quality and innovation keeps them at the forefront of the beauty industry.
9. Cover FX
Cover FX is a brand that puts skin first. Known for their clean, cruelty-free, and vegan formulas, they offer customizable products designed to work with your unique skin needs. Their Custom Cover Drops ($21 on Amazon) allow you to adjust the coverage of any foundation, while their Power Play Foundation ($20 on Amazon) provides a long-lasting matte finish.
Cover FX also avoids common irritants like talc, parabens, and fragrance, making their products ideal for sensitive skin. If you’re after clean beauty that performs, this is the brand for you.
10. ILIA Beauty
ILIA Beauty is where skincare meets makeup. This cruelty-free brand focuses on clean, natural ingredients without compromising on performance. Their Super Serum Skin Tint SPF 40 ($48 on Amazon) is a multitasking marvel that hydrates, protects, and evens out your skin tone.
ILIA’s commitment to sustainability is also worth noting. They use recyclable packaging and partner with programs to reduce waste. With products that enhance your natural beauty while caring for the planet, ILIA is a win-win.
How to Spot Truly Cruelty-Free Brands
Shopping for cruelty-free products isn’t always straightforward. Here’s what to look for:
- Certifications: Look for seals from Leaping Bunny, PETA, or Cruelty-Free International.
- Company Policies: Check if the brand sells in countries that require animal testing, like mainland China.
- Ingredient Transparency: Some brands share detailed information about their suppliers to ensure cruelty-free practices.
Common Myths About Cruelty-Free Makeup
“Cruelty-free products are more expensive.”
False! Many cruelty-free brands, like e.l.f. and ColourPop, offer affordable options without compromising on quality.
“They don’t perform as well.”
Another myth! Many cruelty-free brands, like Urban Decay and Fenty Beauty, are known for their exceptional performance and innovative formulas.
“It’s hard to find cruelty-free products.”
Not anymore. With major retailers like Sephora and Ulta expanding their cruelty-free offerings, it’s easier than ever to find ethical options.
Making the Switch
Final Thoughts
Switching to cruelty-free makeup is more than a beauty decision; it’s a lifestyle choice that aligns with compassion and sustainability. With so many amazing brands offering cruelty-free options, there’s no reason to compromise.
FAQs
What does “cruelty-free” mean in makeup? Cruelty-free makeup refers to products that are not tested on animals at any stage of their development. It ensures that no animals are harmed in the process of creating the product.
Are cruelty-free and vegan the same thing? Not necessarily. While cruelty-free means no animal testing, vegan means the product contains no animal-derived ingredients. Some products can be cruelty-free but not vegan, and vice versa.
How can I tell if a brand is cruelty-free? Look for certifications from organizations like Leaping Bunny, PETA’s Beauty Without Bunnies program, or Cruelty-Free International. These logos indicate the brand’s commitment to cruelty-free practices.
Why should I switch to cruelty-free makeup? Using cruelty-free makeup helps reduce the demand for animal testing, supports ethical brands, and aligns with a compassionate lifestyle. Many cruelty-free brands also prioritize clean and sustainable ingredients.
Do cruelty-free brands offer the same quality as other brands? Yes! Cruelty-free brands often deliver high-quality products that rival or exceed traditional brands. Many prioritize innovation and natural ingredients.
Can cruelty-free makeup still contain harmful chemicals? While cruelty-free means no animal testing, it doesn’t guarantee clean ingredients. Always check the product label if you’re looking for non-toxic or organic options.
Is it hard to find cruelty-free makeup? Not at all! Many major retailers like Ulta and Sephora have sections dedicated to cruelty-free products. Plus, online stores make it easier than ever to shop ethically.
What are some top cruelty-free certifications to look for? Certifications like Leaping Bunny, Cruelty-Free International, and PETA-approved are reliable indicators of a brand’s cruelty-free status.
Do cruelty-free brands test in countries where animal testing is required? No. Truly cruelty-free brands avoid selling in markets like China, where animal testing is mandated for certain products.