10 Cruelty Free Makeup Brands, Recommended by Experts

We get asked by readers all the time “What are the best cruelty free makeup brands?” Everyone we know shops for ethical products in the supermarket these days. It’s often harder to find or even remember to check our makeup for it’s sustainable and ethical creds.

And what should we look for when we do want to buy cruelty-free makeup?

Well, a good place to start is to watch out for PETA’s “cruelty-free” mark which means that the makeup company won’t allow animal testing even in their supply chain.

Or you could just buy British because the UK made animal testing for makeup illegal in 1998.


Free Makeup Brands

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

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.


benedetta logo

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.


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.

eyes lip face

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

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 fresh makeup


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 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

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 logo

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.