Ethical & Cruelty-Free Makeup Brands
Animal testing is the ugly side of the beauty industry, and we firmly support companies that choose not to participate in it. These 14 cruelty-free and vegan-friendly makeup brands do not test their cosmetics on animals or use animal products, and many of them use natural ingredients that are good for you and good for the earth.
Some are completely vegan, and all are at least vegan-friendly, so if you’re avoiding animal ingredients (including beeswax), there are plenty of beautiful options to choose from. All of the brands on this list are dedicated to creating ethical makeup you’ll love using every day, and none of them test their raw ingredients or final products on animals, ever.
We've arranged these cruelty-free makeup brands to span a range of prices and types of products. Looking to switch to a natural beauty routine? Check out our guides to the best organic makeup and all-natural hair care brands!
1. 100% Pure
Best For | Organic fruit dyed makeup
Ethics | Cruelty-free, vegan, organic & all-natural, made in the USA, recycled packaging
Price Range | $20 (eye shadow) - $47 (tinted moisturizer)
100% Pure aims to create the world’s most pure, organic and all-natural line of cosmetics, beauty products and skincare. Their vegan cosmetics are formulated with high-performing antioxidants, naturally occurring vitamins and essential oils to give your skin maximum benefits. Plus, none of their products or even individual ingredients are ever tested on animals. 100% Pure is our one-stop shop for all things beauty—including skincare, soaps, and shampoos.
2. Real Purity
Best For | Affordable all-natural makeup
Ethics | Cruelty-free, vegan-friendly, all-natural, made in the USA
Price Range | $15 (mascara) - $31 (cream foundation)
Real Purity's all-natural cosmetics are created with organic, botanical and wildcrafted ingredients that enhance natural beauty. The company has a tremendous commitment to quality and purity and never tests on animals, and their products are free from parabens, sulfates and other toxic chemicals. The cosmetic line also offers inexpensive samples of most Real Purity items, as well as monthly free samples.
3. Juice Beauty
Best For | Anti-aging products
Ethics | Cruelty-free, vegan, USDA Organic, local sourcing, recycled packaging, gives back
Price Range | $20 (eyeliner) - $44 (serum foundation)
At Juice Beauty, they believe that caring for your skin should not prevent you from caring for your health or for the planet. They harness the best of certified organic & natural ingredients to deliver clinically validated results that do not compromise your well-being or the earth's. Juice Beauty's well-loved products are all Leaping Bunny Certified Cruelty-Free and they’re PETA-compliant vegan as well.
4. Love Goodly
Best For | Vegan beauty subscription box
Ethics | Cruelty-free, vegan, organic, eco-friendly
Price Range | Starting at $29.95 per box
Love Goodly is on a mission to help you discover natural, nontoxic, and vegan beauty brands so you can vote with your wallet towards a more conscious beauty industry. Their bimonthly subscription boxes include nontoxic beauty and wellness products you’ll love—plus, if you love a certain product, you can shop your favorites directly through Love Goodly’s store. All of their brands are vegan, cruelty-free and are free from harmful synthetic ingredients like parabens, phtalates, BPA, and more.
Best For | Affordable vegan makeup
Ethics | Cruelty-free, vegan, uses natural ingredients
Price Range | $5 (lip tint) - $18 (foundation)
Pacifica is known as one of the most innovative makeup lines on the market today. All Pacifica products are gluten-free, 100% vegan, and cruelty-free. Their mission is to deliver the best performing products, using the safest ingredients, in recyclable packaging and components to the largest possible audience of beauty consumers. In addition to being cruelty-free, they’re also free of phthalates, parabens, sulfates and other ingredients you don’t want on your skin.
6. e.l.f. Cosmetics
Best For | Vegan makeup brushes
Ethics | Cruelty-free, vegan, partners with PETA
Price Range | $2 (eyeliner) - $50 (19-piece brush set)
e.l.f. is the perfect brand for beginners and pros alike—they believe that every woman should have access wide variety of high-quality beauty products that look and feel fantastic without sacrificing her budget. The cosmetics company never tests on animals and their products are made without animal byproducts. Plus, they’ve partnered with PETA in the Caring Consumer Project and support the Humane Society of the United States.
7. RMS Beauty
Best For | Organic multi-use makeup
Ethics | Cruelty-free, vegan-friendly, uses organic ingredients, minimal & recyclable packaging
Price Range | $20 (eyeshadow) - $48 (luminizer quad)
RMS Beauty is dedicated to transforming the way women use makeup, creating a product that is not only nontoxic, but that actually heals and nourishes skin with organic, natural ingredients. Their multi-use products, while not entirely vegan because of the beeswax, are particularly well-loved. The company is committed to product packaging that is 100% reusable or recyclable, and none of their products are ever tested on animals.
8. W3LL People
Best For | Vegan multi-use makeup
Ethics | Cruelty-free, vegan-friendly, uses natural ingredients, made in the USA
Price Range | $15 (lip gloss) - $29 (tinted moisturizer)
W3ll People was founded thoughtfully by an elite makeup artist, a cosmetic dermatologist, and a tree-hugging entrepreneur. This beauty brand recognizes that our skin is our largest organ and absorbs about 80% of what we put on it. Their cosmetics are created without using the potentially harmful artificial chemicals found in most conventional makeup, are never tested on animals, and most of their best-selling products are also vegan.
9. Wander Beauty
Best For | Cruelty-free makeup for travel
Ethics | Cruelty-free, vegan-friendly gluten-free
Price Range | $21 (brow pencil) - $56 (powder foundation & brush duo)
Wander Beauty is helping jet-setting ladies stay gorgeous on the go with their travel-friendly, cruelty-free makeup and skincare. Their products are designed simply and created with skin-nourishing ingredients to keep our skin glowing and healthy even while we’re on the road. From multi-use sticks to eyebrow pencils to under-eye masks for ultimate hydration, Wander Beauty has a place in our carry-on.
10. ZuZu Luxe
Best For | Eco-friendly vegan eyeshadows
Ethics | Cruelty-free, vegan, 100% natural, made in the USA, gluten-free
Price Range | $11 (eyeshadow refill) - $31 (oil-free liquid foundation)
ZuZu Luxe, a makeup line developed by vegan and cruelty-free company Gabriel Cosmetics, is made for the eco-chic warrior who loves a little color. All of their products are made from 100% natural ingredients, without the addition of any harmful synthetic chemicals and are never tested on animals. Plus, they have eco-friendly packaging and the mica that gives their shadows a little sparkle is purchased fair trade—so shine on!
11. Atomic Makeup
Best For | Bold, colorful vegan lipstick & lipgloss
Ethics | Cruelty-free, vegan, made in USA
Price Range | $10 (glimmer eye shadow) - $18 (gloss + matte lip duo)
If you’re on the hunt for something bold, Atomic Makeup has a wide range of unique colorful lip products you’ll be obsessed with. From long-lasting matte lips in shades of greens and blues to glimmering pinks and purples, this rock n’ roll-inspired vegan brand has it all at an affordable price! Play dress up in their sparkling eye and body glitters as well for an unforgettable cruelty-free look.
12. Hynt Beauty
Best For | Vegan concealer in many shades
Ethics | Cruelty-free, PETA-certified vegan, carcinogen-free, all-natural
Price Range | $18 (lip gloss) - $89 (radiance-boosting powder)
A brand that looks just as good on the bathroom counter as it does on your face, Hynt Beauty is formulated for the conscious woman without harmful (or questionably harmful) ingredients. Their mission is to be honest and transparent about every ingredient in their carcinogen-free cosmetics (which are all vegan except the mascara, which they make sure to mention). One swipe of their award-winning perfecting concealer and you’ll be hooked.
13. Sappho New Paradigm
Best For | Organic eye & eyebrow makeup
Ethics | Cruelty-free, vegan, eco-friendly practices, free of synthetic preservatives
Price Range | $21 (eye shadow) - $62 (liquid foundation)
Founded by an Emmy-nominated makeup artist, Sappho New Paradigm is a luxuriously natural makeup line made from certified organic ingredients, infused with phyto-nutrients and tested by professional makeup artists. They believe in ethical treatment of both humans and animals, which is why they are dedicated to healthy ingredients and are completely cruelty-free and vegan.
Best For | Acne-safe mineral makeup
Ethics | Cruelty-free, vegan-friendly, gluten-free
Price Range | $18 (anti-blemish powder) - $44 (acne-safe tinted SPF)
If you have acne-prone skin, you—and your skin—will adore PRIIA’s cruelty-free mineral makeup! Guaranteed to not cause breakouts, this full line of non-comedogenic and non-acnegenic cosmetics is perfect for those of us with sensitive skin. PRIIA does not test on animals, nor do they purchase raw ingredients from suppliers that do, and they offer many vegan-friendly products.