More and more people are choosing ethical products at the grocery store — but what about your makeup bag? If you’re wondering, “What are the best cruelty-free makeup brands?” you’re not alone.
It’s easy to forget that some cosmetics are still tested on animals, or made by companies that allow animal testing in their supply chain. That’s why it’s important to check before you buy.
Here’s what to look for:
- ✅ PETA’s Cruelty-Free certification — this means no animal testing at any stage, even by third-party suppliers.
- 🇬🇧 UK-based brands — the UK banned cosmetic animal testing back in 1998.
- 🐇 The Leaping Bunny logo — a gold standard for cruelty-free verification.
This guide highlights the best cruelty-free makeup brands that don’t compromise on ethics, performance, or price. If you want vegan ingredients, sustainable packaging, and non-toxic formulas… we’ve got you covered!
Axiology
Ericka Rodriguez’s natural lipsticks line, Axiology, is one of our all-time favorite brands. (Though we recommend you also check out our guide to the best natural and organic lipsticks).
They’re guaranteed to be cruelty-free and made of non-toxic and purely vegan ingredients.
The coloring is simply a mineral powder added to blended vegetable and nut oils.
There is no palm oil, though, the rainforests are safe here.
What we like most is how long-lasting this product is, you won’t need to be constantly reapplying your lipstick all day long.
Juice Beauty
You’ve probably come across Karen Behnke’s Juice ranges before, she’s one of the big players in the cruelty-free and ethical market and a wellness superstar.
You’ve got so much choice at Juice Beauty that we don’t even know where to start but we’ve always found their mascara to be a real superstar.
Bendetta
When you want cleanser and moisturizers that really do support the makeup you wear then you need to turn to Bendetta.
They’re an all-American company that has been making cruelty-free care products for over 25 years now! They’re the real deal.
We love their facial oils that really do keep your skin grease free.
COOLA
When we want foundation there’s only one cruelty-free brand that we turn to and that’s COOLA. (Though we do love these excellent vegan foundation brands too).
They go above and beyond to provide great products and their COOLA Mineral Face SPF 30 is one of the best foundations we’ve ever tried.
It stays smooth and never feels heavy.
They’re also vegan and somehow water-resistant and fine with the TSA too.
e.l.f. Cosmetics
Yes, e.l.f. Cosmetics and they’ve been cruelty-free since 2006 and they have a superb and colorful range of choices to suit nearly everyone.
Check out their liquid glitter eyeshadow if you really want to make a striking impression on someone – it simply dazzles everyone who sees it and it’s so much fun to wear.
We could spend a fortune on e.l.f products. In fact, we have.
Jane Iredale
The whole range of products is amazing, and you’ll find makeup, skincare, cosmetics and most importantly of all – guaranteed cruelty-free makeup brushes in the Jane Iredale catalog.
These can be hard to find, and we think it’s important that the tools you use to put your makeup on are as ethical as the makeup itself.
LUSH
LUSH was one of the first and is now one of the world’s biggest cruelty-free makeup companies.
They’re super reasonably priced and you can find them on the high street or online at LUSH USA. Check out their face powder it really does give you a warm glow!
They always test on people and never on animals.
NYX
NYX is what happens when big corporations try to go cruelty free.
NYX’s awesome line up is all ethically tested but you should be aware that their parent company is L’Oreal and they sometimes do test on animals.
Pangea Organics
Check out the incredibly reasonably priced lip tints at Pangea Organics and we swear you’ll be a customer for life too.
They are absolute proof that you don’t have to spend a fortune to stay cruelty free.
Vapor Organic Beauty
Vapour are one of the bigger players in the cruelty-free arena and you can tell just by landing on their website homepage that they have something for everyone.
We’d recommend booking a private video consultation with them to get the best out of their amazing makeup range.
They are recommended by Oprah Winfrey too!’
There is no need for a makeup brand to indulge in animal testing whatsoever and there’s plenty of luxurious makeup that they don’t test on animals.
Pro-Tip: One thing you should look for is to see if a product is Leaping Bunny Certified. If it is Leaping Bunny Certified it is guaranteed to be cruelty-free.
THE FACTS
What does ‘cruelty-free’ makeup actually mean?
Cruelty-free makeup means the product and its ingredients were not tested on animals at any stage of development or production.
Is cruelty-free the same as vegan makeup?
No, cruelty-free means no animal testing, while vegan means the product contains no animal-derived ingredients.
How can I tell if a makeup brand is cruelty-free?
Look for certifications like PETA’s “Global Beauty Without Bunnies” or the Leaping Bunny logo, which verify no animal testing, even by suppliers.
Which cruelty-free makeup brands are most affordable?
Affordable cruelty-free brands include e.l.f. Cosmetics, NYX, and Pangea Organics.
Is animal testing still legal in cosmetics?
In some countries, yes. It’s banned in the EU and UK, but still allowed or required elsewhere.
Why do some cruelty-free brands have parent companies that test on animals?
The parent company may test other products, but the brand itself can still be cruelty-free and certified independently.
Is LUSH really cruelty-free?
Yes. LUSH is known for its strong anti-animal testing stance and tests only on humans.
Are cruelty-free products safe for sensitive skin?
Yes, many are made with non-toxic, gentle ingredients ideal for sensitive or allergy-prone skin. Always read the label.
Does cruelty-free mean organic or natural?
Not always. Cruelty-free refers to animal testing, while organic or natural relates to ingredients and sourcing.
Which cruelty-free makeup brand is best for foundation?
COOLA is highly rated for lightweight, SPF-infused cruelty-free foundation formulas.