15 Makeup Brands That Are Totally Cruelty-Free
Even in a world where more beauty brands champion a social cause — whether it's donating proceeds to Planned Parenthood or becoming as eco-friendly as possible — than don't, it's still not always easy to figure out if a brand you love is really doing what it says it's doing. From vaguely-worded promises to donate undefined portions of sales to the entirely-too-complex recycling systems that vary from state to state, reading the fine print is essential.
That's also the case when you're trying to figure out if a makeup brand is really, truly, completely cruelty-free. There are multiple labeling systems, along with a bevy of carefully-worded brand statements against animal testing that actually allow for the practice in some instances. So, even for those looking to support these brands, they’re not always easy to find.
To help navigate the waters, we've rounded up some of our favorite cruelty-free beauty brands for you. Ahead, find brands (some independently owned, some owned by a parent company) that don't engage in animal testing with either raw or finished materials and products. They also don't contract other parties to test on animals on their behalf, or sell any products in countries where animal testing is required. Some are drugstore brands, others luxe — but they’re all offering the kind of pigment payoff that’s certifiably lust-worthy, no matter where you stand on the issue.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission.
E.L.F. Cosmetics
Among the most budget-friendly makeup brands out there, E.L.F. Cosmetics only makes the deal sweeter by never testing on animals nor using animal products, with all of its brushes and false eyelashes comprised of synthetics.
e.l.f. Cosmetics Jelly Highlighter, $3, available at e.l.f. Cosmetics
Too Faced
When news of Estée Lauder’s 2016 acquisition of Too Faced broke, while some of us couldn’t help but marvel at the $1.45-billion price tag, others worried about the brand’s widely appreciated cruelty-free status: Would it remain intact under the Estée umbrella?
Three years later, Too Faced's dedication to being cruelty-free hasn't wavered, with the brand continuing to add products to its vegan lineup.
Too Faced Better Than Sex Waterproof Mascara, $12, available at Sephora
Tarte Cosmetics
With the PETA stamp of approval, Tarte is both cruelty-free and sells a variety of vegan products, including its revered Lash Paint mascara and best-selling Amazonian Clay Full Coverage Foundation.
Tarte Tarteist Lash Paint Mascara, $11, available at Ulta Beauty
Becca Cosmetics
Known for their highlighters and excellent selfie-ready foundations, Becca is clear about its cruelty-free status. Doubling down on that commitment, the brand also doesn't sell its products where animal testing is required by law.
Becca Shimmering Skin Perfector Pressed- Prismatic Amethyst, $38, available at Sephora
Pür Cosmetics
As a mineral-based brand that prides itself on being vegan and cruelty-free, we think it's safe to say that Pür is far too underrated. The products aren't just made for creating a great look, they also help you reach skin nirvana, thanks to natural, good-for-your skin ingredients. Plus, the brand's entirely against animal testing and more environmentally friendly than many.
PÜR Cosmetics Fully Charged Mascara, $22, available at Pur Cosmetics
RMS Beauty
This indie beauty brand has a massive cult following, thanks to skin-friendly formulations that use organic, virgin coconut oil and other naturals as their base. The range has quickly become a safe haven for those looking to reduce toxicity in their beauty routines. Makeup artist and founder Rose-Marie Swift has said her ultimate goal is to run a brand that is cruelty-, GMO-, nano-, soy-, and gluten-free.
RMS Beauty Lip Shine, $25, available at RMS Beauty
Wet N Wild
Who knew that one of our go-to drugstore makeup brands is cruelty-free? All the more reason to love it: This super-affordable line and its parent company, Markwins International, are even endorsed by PETA as being cruelty-free.
Wet n Wild Color Icon Eyeshadow 10 Pan Palette, $5.29, available at Ulta Beauty
Urban Decay
Some might be surprised to find out this major brand is entirely cruelty-free and committed to ending animal testing in the beauty market. Now, you can swatch on your Naked collection guilt-free.
Urban Decay Naked2 Palette, $54, available at Sephora
Cover FX
Makeup artists swear by this line’s vast range of foundation shades and customizable options, which make skin tone-matching a breeze. But there’s more to love: It’s also free of parabens, mineral oil, fragrance, talc, and gluten — as well as cruelty-free and PETA-approved.
Cover FX Custom Cover Drops, $29, available at Sephora
Chantecaille
Lots of luxury brands are owned by big conglomerates, but not this one. Instead, it's woman-owned, vegan, cruelty-free, and free of any animal byproducts. What’s more, it develops products that support animal conservation, like the team fighting elephant poaching at Space for Giants.
Chantecaille Matte Chic Lipstick, $39, available at Saks Fifth Avenue
Ellis Faas
We’ve long appreciated this brand — which was created by legendary makeup artist Ellis Faas — for its universally flattering lipsticks, eyeshadows, and foundation. Even better, since its inception, the independently owned, Amsterdam-based company has been cruelty-free; it tests on “supermodels only.”
Ellis Faas Hot Lips Lipstick, $33, available at Neiman Marcus
Antonym Cosmetics
We don't know what we love more: The beautiful (and sustainable) bamboo boxes that house Antonym’s powder blushes, foundations, and eyeshadow quads; the brand’s ridiculously soft (and vegan) brushes; or the fact that everything made by the company is eco-minded and cruelty-free.
Antonym Certified Organic Eyeshadow Quattro, $39, available at Sephora
Fluide
On top of being cruelty-free, Fluide is a brand worth watching thanks to its unisex messaging: makeup for him, her, them, everyone. Although the brand itself is still new to the game, it already offers lip gloss, seven-free nail polish, and lots of glitter.
Fluide Glitter in Electric Sea, $12, available at Fluide
PYT Beauty
This new beauty brand is looking to cut out all the B.S. (the "bad stuff" — and also the bullshit) by ignoring lackluster FDA standards for beauty products. Instead, PYT is EU-compliant and free of parabens, phthalates, and petrolatum while encouraging its customers to never settle for unsafe ingredients for high-quality formulas.
PYT Cosmetics No BS Eyeshadow Palette, $32, available at Ulta Beauty
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