Top 20+ Cruelty-Free Makeup Brands To Feel Good About Using

Beauty Without The Guilt

Makeup is more than just about looking good—it’s a reflection of what we care about. More and more beauty brands are incorporating purpose into their products, making a positive impact beyond just cosmetics. Here are 20 animal-friendly brands that not only enhance your beauty routine but also align with your values.

1. The Body Shop

Since 1986, The Body Shop has helped change UK law by campaigning against animal testing. The founder, Anita Roddick, contributed to the public momentum to achieve the 1998 ban on this in the UK. Their Tea Tree Oil range became a cult favorite, aligning with their ethical stance.

2. Urban Decay

Urban Decay launched with edgy nail colors and names like "Smog" to protest the boring beige beauty scene. UD has been cruelty-free from day one, driven by a punk spirit. The bestselling All Nighter Setting Spray cemented their reputation for making ethics part of glam.

3. Too Faced

This brand said no to animal testing and yes to bold, peachy palettes and playful glitter. Too Faced co-founder Jerrod Blandino, inspired by drag glam and cruelty-free beauty, built the brand on fun and compassion. They've never tested on animals and never outsourced it either.

4. Tarte

Founded in 1999 by Maureen Kelly, Tarte set out to create natural, high-performance makeup. The brand embraced clean ingredients like sustainably sourced Amazonian clay, as highlighted in its marketing. Early in the 2000s, Tarte committed to cruelty-free practices and is now a PETA-approved brand, offering a wide range of vegan-friendly formulas.

5. E.L.F.

They are affordable, humane, and fully vegan from the get-go. E.l.f. stands for eyes, lips, and face. Accessibility is their thing: budget pricing without harming animals, backed by major drugstore distribution and Gen Z loyalty.

6. RMS Beauty

After battling mercury poisoning, makeup artist Rose-Marie Swift launched RMS Beauty to help detox everyday beauty routines. Known for ingredient transparency and a commitment to cruelty-free practices, RMS Beauty set a new standard for conscious cosmetics.

7. Fenty Beauty

Fenty Beauty launched in 2017 and quickly revolutionized the makeup industry. Rihanna’s brand introduced 50 foundation shades, setting a new standard for inclusivity that made other brands scramble to catch up. The success of the Pro Filt'r foundation line proved that diversity in beauty products sells. 

8. ILIA

ILIA blurred the lines between skincare and makeup without greenwashing. They launched with tinted lip conditioners made from organic botanicals and a strict no-animal-testing pledge. The Super Serum Skin Tint, packed with niacinamide and squalane, took over Instagram shelves and skincare vanities alike.

9. KVD Beauty

After Kat Von D's exit, KVD Beauty ditched controversy and doubled down on pigment. Now, it is 100% vegan and compassionate. This bold call led to the viral Tattoo Liner and Everlasting Liquid Lipstick. KVD Beauty also prides itself on eliminating animal-derived ingredients commonly found in cosmetics.

10. ColourPop

Born in LA, ColourPop skipped retail markups and launched online first. Their $7 Super Shock Shadows are high-impact pigments that are humane and affordable. They became a Gen Z staple by collaborating even with Sailor Moon—all while staying Leaping Bunny certified.

11. Thrive Causemetics

Karissa Bodnar created a movement with her beauty brand, Thrive Causemetics, focusing on ethical practices and giving back. Every supplier the brand works with must meet animal-friendly standards, ensuring ethical sourcing throughout production. With every purchase, Thrive donates to women's causes.

12. Sappho New Paradigm

Canadian makeup artist JoAnn Fowler created a line of high-performance, camera-ready formulas that are also clean and ethical. Named after the ancient poet Sappho, the vegan, cruelty-free range ensures no animal testing and uses mica certified to be free from child labor.

13. Glossier

Glossier, founded by Emily Weiss from her beauty blog, quickly became known for its signature "no-makeup makeup" look, with products like Boy Brow leading the way. The brand has maintained a global commitment to cruelty-free practices, choosing not to sell in countries where animal testing is required by law. 

14. Pacifica

Zodiac lovers, this one's for you. Pacifica's prettily packaged products come with legitimate plant science. Their Alight Clean Foundation comes in 30+ shades. A longtime vegan and animal-friendly brand, they leaned into ethical beauty early, driven by a belief that compassion should extend to animals and humans.

15. Lush

Before buzzwords like "clean beauty" appeared, Lush was hand-pressing ethical makeup in fresh batches. Founded in the UK in 1995, Lush is a fierce campaigner against animal testing. Its Emotional Brilliance color line is highly pigmented and vegan. Plus, this brand refuses to sell in countries that require animal testing.

16. Jane Iredale

The OG of skin-friendly makeup, Jane Iredale, launched her line in 1994 for sensitive, post-procedure skin. Dermatologists backed it immediately. All formulations are carefully vetted to exclude animal-derived ingredients and tests, aligning the entire supply chain with humane standards.

17. Rare Beauty

Selena Gomez designed Rare Beauty to shift the conversation around self-worth. RB is PETA-certified, meaning none of the products are tested on animals at any development or production stage. Their Soft Pinch Liquid Blush is available in many shades, each designed to complement any skin tone.

18. Saie

Saie is Climate Neutral Certified, uses sugarcane-based tubes, and is compassionate to animals. The Slip Tint SPF is a skin-loving favorite, with ingredients like argan oil and pansy flower extract. Skipping most animal-derived ingredients except for ethically sourced beeswax, they maintain their vegan commitment to all their other ingredients.

19. Haus Labs

Lady Gaga relaunched Haus Labs in 2022 with a biotech makeover. The Triclone Skin Tech Foundation made waves in the market with 51 shades. The brand uses fermented arnica to reduce redness without animal testing. It is Leaping Bunny certified, where Haus Labs' Gaga aesthetic meets lab-approved science.

20. Beautycounter

While most brands just clean up formulas, Beautycounter hits Capitol Hill. They've helped pass more than 10 legislative measures for safer beauty in the US. As part of the #StopAnimalTesting campaign, they partner with advocacy groups pushing for permanent testing bans in the US.