Finding cruelty-free drugstore brands isn’t easy. Target, Walgreens, CVS, and Walmart are flooded with non-cruelty-free makeup and all the big brands such as L’Oreal, Maybelline, Revlon, Rimmel London, and CoverGirl test on animals.

However there are plenty of cruelty-free alternatives out there! I’ve put together this list to help you make the right choices. Once you’re aware of the animal testing policies of these companies, you’ll find that it’s very easy to find good budget-friendly brands and products at your local drugstore.

The most common cruelty-free drugstore makeup brands are Wet’n’Wild, Physicians Formula, Milani, Hard Candy, Jordana, and Sonia Kashuk; the complete list can be found in the table below.

Choose these brands over L'Oreal, Garnier, Neutrogena, and others who test on animals.

As for cruelty-free skincare brands and personal care products, I personally do all of my shopping at Target, and I would recommend doing the same if you want the widest variety of brands that don’t test on animals. Target carries Yes To Carrots, Dr. Bronner’s, Alba Botanica, Kiss My Face, Avalon Organics, Jason, Giovanni, and Desert Essence. All of these companies except for Yes To Carrots are Leaping Bunny-certified.

Cruelty-Free Drugstore Makeup

Brand Cruelty-Free? Where to find
Almay No Tests on animals when required by law. Found on PETA’s list of companies that DO test on animals. Owned by Revlon, a company that is sold in China.
Annabelle Yes Annabelle is owned by Groupe Marcelle, a Canadian company that doesn’t test products or ingredients on animals nor sell in China. Most Canadian drugstores.
Ardell Yes Ardell International signed PETA’s cruelty-free pledge. Their products are cruelty-free and vegan. Most drugstores.
Bonne Bell Yes Signed PETA’s cruelty-free pledge. Most commonly found at Walmart.
Bourjois No Sold in China.
Burt’s Bees Yes Leaping Bunny-certified. Although Burt’s Bees doesn’t test on animals, the brand is owned by Clorox, a company that isn’t cruelty-free. Most drugstores.
CoverGirl No Owned by Procter & Gamble. Tests on animals.
e.l.f. Yes Signed PETA’s cruelty-free pledge. No parent company. All their product except some brushes made of animal hair are vegan. Walgreens, K Mart, and Target. Canada: Select Target stores.
EcoTools Yes Signed PETA’s cruelty-free pledge. All brushes are 100% vegan.
Flower Yes Signed PETA’s cruelty-free pledge. Maesa, Flower’s parent company, is cruelty-free. Only available at select Walmart stores.
GOSH Yes Signed PETA’s cruelty-free pledge. No parent company. Available in the UK and Canada.
Hard Candy Yes Cruelty-free, not sold in China, independent company. “As the formulator and manufacturer of Hard Candy products, we stipulate that we do not test any of our finished products on animals. We do not test any of our raw materials used in the manufacturing process on animals. We do not require or ask any third party to conduct this testing on our behalf.” Available exclusively at Walmart.
Jane Yes Signed PETA’s cruelty-free pledge. No parent company. “None of the products or ingredients have been tested on animals and that we adhere to a very strict no animal testing policy. ” Not sold in China. Available at Ulta.
Jordana Yes. Signed PETA’s cruelty-free pledge. Not sold in China. Owned by Milani, a Leaping Bunny-certified company.
L’Oreal No. Found on PETA’s list of companies that DO test on animals. Sold in China.
Makeup Academy  Yes. Cruelty-free and not sold in China. “We are pleased to confirm that our MUA products and their ingredients are not tested on animals.” UK: Superdrug. USA: CVS.
Marcelle Yes Marcelle is owned by Groupe Marcelle, a Canadian company that doesn’t test products or ingredients on animals nor sell in China. Most Canadian drugstores.
Maybelline No Found on PETA’s list of companies that DO test on animals. Sold in China.
Milani Yes Leaping Bunny-certified. No parent company. Most drugstores: CVS, Walgreens, K-Mart, Walmart.
Mineral Fusion Yes Leaping Bunny-certified. No parent company. Target, Ulta.
NYC No No clear stance against animal testing. Owned by Coty, a company that tests on animals and retails brands in China.
NYX Yes Signed PETA’s cruelty-free pledge. Not sold in China. Owned by L’Oreal, a company that tests on animals.  CVS, Target, Ulta.
Pacifica Yes Signed PETA’s cruelty-free pledge. Not sold in China. Select Target locations across the USA.
Physicians Formula Yes Signed PETA’s cruelty-free pledge. Not sold in China. Most drugstores.
Pixi Yes Signed PETA’s cruelty-free pledge. Not sold in China. Target (USA and Canada).
Prestige Yes Signed PETA’s cruelty-free pledge. Not sold in China in retail stores; online-only. Ulta.
Revlon No Found on PETA’s list of companies that DO test on animals. Sold in China.
Rimmel London No Test on animals when required by law. Owned by Coty, a company that tests on animals and retails brands in China.
Sonia Kashuk Yes “Please know that all of our products are cruelty-free and we are completely against harming any animals in any way for the production of our products. We also ensure our manufacturers and suppliers do not test on animals as we are extremely against it! (…) We are not sold in China.” Target (USA and Canada).
Wet’n’Wild Yes “We are happy to inform you that we do not test on animals at any point of our production nor do we purchase any materials from vendors who test on animals. Our products are made in China but not sold in China.” Most drugstores.


Further Reading

  • Emily NA

    Isn’t Milani now no longer cruelty-free?

    • Suzi

      Milani is still cruelty-free and their policy hasn’t changed. Not even 2 months ago in July, they claimed that their products or ingredients aren’t tested on animals at any point of production, and they haven’t entered the Chinese market (so far!). I know that it’s tricky to know for sure if a huge company is cruelty-free, but I have good reason to believe Milani still is.

    • I hope not. Being an inhumane company that goes cruelty-free is awesome. However, going from cruelty-free to inhumane? I just don’t get how in the world a company could do that, be ok with themselves and justify it. I’d file bankruptcy and live on the street before doing that if my company was somehow being forced into making noncruelty-free products. Trust me, I don’t put anything past big business but still… That would be horrible.

  • Destiny Miller

    Isn’t NYX no longer a cruelty free brand?

    • Suzi

      NYX is now owned by L’Oreal but the brand itself remained cruelty-free. They don’t sell in China right now, but if I hear anything and their status changes, I’ll be sure to update.

  • yollies

    This is great! Thnk you(:

    • Suzi

      Glad to help!

  • Madeline

    Hi, i visited Logical Harmony’s blog and they say Jordana isn’t cruelty free and it’s in their list of brands to avoid. Thought i should tell you cause i don’t know who to trust anymore ):

    • Suzi

      Jordana is owned by Milani, who is Leaping Bunny-certified! The Leaping Bunny is the most trustworthy cruelty-free certification available. Hope this helps!

    • Hanusia

      There was some confusing information about Milani and Jordana for a few months, as there was a statement accidentally released by them and there was a lot of confusion for awhile, which is probably when they were on the ‘brands to avoid’ list at Logical Harmony. However, Milani and Jordana recently obtained the Leaping Bunny certification, so they are cruelty-free.

  • Great to see this list. Hopefully one day it’ll be bigger and or completely unnecessary because all companies will be cruelty free!

    • Suzi

      Yes! Supporting cruelty-free companies at a large scale should help make this happen!

  • When a foreign cosmetics company decides to sell in China, their products must be tested on animals by law.

    • Michelle

      The only exception is Hong Kong, from my understanding. From lovelywitches.co.uk:
      “So when are cosmetics not subject to animal testing in China?
      – Products that are made and sold in Hong Kong. Although part of China, Hong Kong has separate animal testing laws, so cruelty-free companies can sell there. This why I specifically ask companies if they sell products in mainland China.

      – Products manufactured in China for foreign export only. If it’s not being sold to the Chinese public, their government says it’s ok. So there are cruelty-free companies who make their products in China, but don’t sell them there.

      – E-commerce. Products sold and posted directly to customers from e-commerce websites are not required to be tested on animals. So cruelty-free companies can sell to Chinese customers directly through their websites.”

  • It’s tricky, as some companies try to phrase things in a way that makes them appear cruelty-free. Rimmel is an example: if you read the fine print, they claim not to test on animals “unless required by law”.

  • SueW

    I am really bummed to hear about Revlon no longer being cruelty-free. I guess I’ll start the search for new eyeliners and creme blush. On another note, I love Ellen DeGeneres but am disappointed in her affiliation with CoverGirl. Being vegan coupled with her love of animals, I would think she would not have become a spokes-model for the company.

    • Carola Becker

      When was Revlon EVER cruelty free? And it is very sad to see so many of the Hollywood elite advertising products that are not cruelty free. Anything for a buck I guess.

      • SueW

        Revlon was cruelty free for many years but they now sell their products in China. I don’t know about the individual ingredients in their products but for a long time they did not test the final products on animals. That’s all changed now with their involvement in China.


    Burt’s Bee isn’t cruelty free.. they have beeswax in their products, in ALL OF THEM. Bees wax does not belong to us. Nice try tho.

    • Burt’s Bees isn’t vegan (because bees) but the brand IS cruelty-free, meaning that they don’t test on animals (although their parent company Clorox does).

      “Cruelty-free” isn’t a flexible term and only refers to animal testing by definition, and I agree that it doesn’t take into consideration other forms of cruelty, sadly.

      • gnomedepetit

        i’m sorry but there is nothing cruelty free about the harvest of bees wax. many bees die because of handling and most bee farmer’s rip the wings off the queen so they don’t leave the give and continue to reproduce. wax and honey is not cruelty free not any “cruelty free” product that has either in it. i won’t buy Bert’s for two reasons, this and because Clorox owns them and makes money off their sales. http://www.peta.org/about-peta/faq/whats-wrong-with-beeswax/

      • I don’t understand why you would choose to call a company like Burt’s Bees CF if they are a part of Clorox. I understand they say “they” don’t test, but being “owned by” a company means you are a part of the company. I don’t mean to sound rude, after all the hard work you do to find CF products, why give-in and perpetuate a company that profits from and contributes to a company who tests?

        • I’m aware this is an old comment, but you’re joking, right? You’re seriously bringing your ethics into something that has a set definition? Seriously? Cruelty-free means that they don’t test on animals. That’s it. Parent company has nothing to do it. Types of people using it has nothing to do with it. At the end of the day, Burt’s Bees is cruelty-free by definition and trade because they don’t test on animals nor do they sell in places that require testing on animals. Your morals and ethics are not really important when defining a company as cruelty-free. Support them or don’t because of their parent company all you want, but unless you have proof otherwise that they are testing on animals, they’re cruelty-free.

        • in the name of the moon

          idk why I’m joining an old argument, but I wanted to point out that that is why BB is listed in yellow, and not green. Yellow is companies that are concerning, like the parent company being horrid.

  • Krista

    Just so you know, Hard Candy is owned by LMVH, who are not cruelty free. 🙁

    • Not quite right! LVMH sold Hard Candy in 2003. They only briefly owned them.

  • Mandy

    This list is great and very helpful. Quite surprising really how many companies are now doing the right thing. Anyone know if PurMinerals sells in China. I’m hoping not as they have great make up.

    • They don’t sell in China!

  • Candice Rose

    It should be noted that the term “cruelty free” just refers to the testing. The products may still contain animal ingredients. If it’s not strictly a vegan brand, be on the safe side and check the ingredients.

  • Thanks so much for the kind words!! I’m so glad you found this helpful! There are definitely budget-friendly cruelty-free gems at the drugstore. 🙂

  • Ammi TheOctane

    I see Prestige is cruelty free. But in their official website I see they has retail store in China. Are they still really cruelty free?

    • It’s only sold through a website! They have no physical retail stores in the country. The regulation doesn’t apply to online stores. 🙂

  • Carola Becker

    Thank you for this list. I am passionate about animal welfare and so many people have absolutely NO idea of the misconceptions on the labels of products. You really have to read between the lines. Cruelty free is only the beginning. I love when they say they don’t condone animal testing, like that makes a difference! And it is very important to find out if their ingredients were in any way animal tested as well. I am happy to be vegan and feel better about my choices in all that I eat, wear and use in my daily life and glad to see many others share my view.

    • That’s wonderful and I fully agree with you. Thanks for your support! 🙂

  • Kats5dogs

    I was told elf now sells in China

    • They make their stuff in China, but they don’t sell it there!

  • Spyridoula

    This post was really helpful, but I was wondering if Apivita is cruelty- free. If anyone knows please let me know.

  • Yes!

  • S.B.

    I just posted and came back, and now my comment is gone ( or is not showing up ) VO5 shampoos and conditioners say ‘not tested on animals’ on the back lower left hand corner of the bottle in small print.
    They are very inexpensive, and i see them nearly everywhere. I wanted to try the Paul Mitchell brand ( curious ), but just went their web site. The front page spread has a guy ( Paul Mitchell ) on the left side of the screen. On the right is a beautiful seductive woman with the text ” live beautifully ” .
    She is wearing a fur.
    What’s up with that ???
    I think I’ll stick to my cheap VO5.

    • I get where you’re coming from, but unfortunately the fact remains that V05 does test on animals while Paul Mitchell doesn’t. 🙁

      Paul Mitchell hasn’t tested on animals since the company was born and they’re very involved with various causes like animal rights and preserving the environment. I agree that the fur in their marketing is a bit off-putting, but they’re higher-priced and are looking for a more luxurious vibe. On the up side, the actual piece she’s wearing is probably faux fur.

      It’s totally fine if you choose to support V05 instead of Paul Mitchell and to each their own! Just know that V05’s labeling is misleading and they do test on animals under some circumstances.

  • Kyla ruchi amora

    Is City Color and BYS cruelty free?

  • Michelle

    LA Girl is also cruelty-free, as are Makeup Geek (even though I don’t support the brand because the owner is shady) and Real Techniques. 🙂

  • Beth Brootality

    Hey Suzi, me again. I know back in the day I was under the impression that CVS brand was cruelty free, and actually picked up their generic of the Simple Sensitive Wipes (since Simple isn’t CF) because I needed oil-free makeup wipes for my lash extensions (synthetic, don’t worry). Now that I’m sitting here using one, I’m googling because I’m wondering if they’re still cruelty free and I can’t find info on it that is recent. Have you ever reached out to them?

    • I did reach out to CVS within the past year and their responses indicated that they’re cruelty-free. I don’t have the e-mail at hand right now but I’ll try to find it!

      • Adry


        I’m constantly in contact with companies and this is the reply I got from CVS:

        “From: no-reply@cvs.com
        Date: 07/21/15 14:21:34
        Subject: Hello from CVS Customer Relations

        Dear Adry,

        Thank you for taking the time to contact CVS/pharmacy regarding CVS brand products.
        All CVS Health suppliers must comply with state and federal environmental laws and regulations as well as with our Suppliers Ethics Policy, which establishes the environmental and social criteria required of all suppliers.
        We also care about the ethical treatment of animals and have requirements that state that animal testing is strictly prohibited.
        For your convenience I have also attached the link to our CVSHealth.com page. Please refer to page 61 of the document.
        We appreciate your business and look forward to serving you again in the future.


        CVS Customer Relations”
        Thank you for all your work on this website :)!

  • Metal Guru

    “Our products are made in China but not sold in China.”
    I don’t understand wet’n’wild. if products are made in china, they probably use animals it doesn’t matter, if it sells or not.

    • Check out my post on animal testing laws in China!

    • Jade-Yue-Ryu

      China does not require products MADE there to be tested, only if a product is being sold to Chinese consumers. As WNW is not sold on the Chinese drugstore market they are not required to do so.

  • Mira

    NYX has a large range of vegan friendly items, though they’re not certified there was a girl who wrote a blog post on when she contacted them and made a google doc of ALL their vegan (even Carmine free) products. Stinks to hear L’Oreal got their filthy hands on one of my favorite makeup brands. Also, Pacifica is entirely vegan to my knowledge, they don’t use carmine either. 🙂

  • Hong Kong is exempt from the animal testing laws! This means that any company that is sold in Hong Kong but not mainland China can still be cruelty-free. 🙂

  • Thanks! 🙂 Rimmel is still not fully cruelty-free though. If you read the fine print, you’ll see that they still test on animals when required by law, unfortunately.

    • disqus_2Q2ezUuL79

      That’s unfortunate…I just bought mascara from them. Can anyone reccomend a good mascara brand? I used to buy maybelline volum express, and would be looking for something comparable but without the cruelty

      • My favorite is Too Faced’s Better Than Sex mascara, I also love Buxom, and in terms of drugstore brand- Pacifica has an Aquarian Gaze Water Resistant Long Lash Mineral Mascara 🙂 I didn’t love LUSH, and I think ecco bella is just okay. Wet n Wild may be another good option to try out! 🙂

  • Alie

    Essence cosmetics also state that they are cruelty free!

  • Susan Von Scoville

    What is the column with yes and no? What am I missing?

    • The cruelty-free status. 🙂

  • Lol I know, I’m just hoping really hard they’ll come back!!

  • Hey Vic! In order for companies to sell their products in China, they HAVE to be tested on animals according to Chinese law. This applies to mainland China only (not Hong Kong). Hope this helps! I wrote a post about it.

  • Sarah Bakker

    L’oreal has actually recently become cruelty free. So anything under L’oreal should also be treated as cruelty free.

    • L’Oreal is still not cruelty-free, unfortunately.

  • No problem! Urban Decay was bought by L’Oreal a few years ago. This doesn’t affect UD’s cruelty-free status and they’re still certified by the Leaping Bunny, but its parent company L’Oreal is NOT cruelty-free. I hope this helps! Feel free to ask if there’s anything else you want clarified!

  • it’s crazy how much i’ve gotten into (and LOVE) making my own products for skincare and home cleaning things once I decided to avoid animal testing by using this method!

  • They sell in china. Hate when a company would mislead, it’s really a disgusting practice!

  • That still counts as testing, and is never okay. I’d happily go with a different brand!

  • Eveline Hecklinger

    I am so glad you brought this up. My husband and I aren’t vegans, neither are our children, but we are planning on establishing two hives on our property. Bees are dying out and we are planning on eating their honey, but I would never rip wings off of any animal. We have chickens and we eat their eggs and let me tell you, they couldn’t care less. They only go broody so many times a year and the rest would go to waste, but then I am not vegan nor vegetarian. That doesn’t mean I condone testing on animals for my beauty purposes.

  • Mariel

    Is Tarte still cruelty free? It’s surprisingly hard to find cruelty free brands here in Northern Europe:/ Fortunately we can order most of them online at least 🙂 And Thanks for your good work ❤️

  • Thank you Sophia! Really glad it’s helpful to you!

  • InsaneJane

    So this is a lot of work and dedication, and I think you very much. I am transitioning, and my question today is what about the Up-n-Up and Kroeger store brands that mimic mainstream producst at a reduced cost? Walmart too I suppose, although I don’t know what their store brand is off the top of my head.

  • Adry

    I have received a reply from Target last year about their “Up & Up” brand and also from Walmart regarding their Equate brand. Both companies stated that these brands are cruelty-free. They also confirmed that their products are made in the USA and not sold in China, only distributed in the United States.
    I do not have the emails anymore from them unfortunately.

  • Hi Jennifer! China has a law that requires all foreign cosmetics to be tested on animals. This means that any brand selling in China can’t be cruelty-free.

  • Hi Kay – L’Oreal still tests on animals in some cases, such as where required by law.

  • Attitude is on my cruelty-free list!

  • Jessica Wong

    For anyone who has sensitive eyes and also hates that disgusting oily feeling of makeup removers.
    Marcelle’s Instant eye-makeup remover (oil free) is literally the best remover I have tried in life. It gets rid of makeup soooo easily and it feels GOOD on the skin. No oily mess and it doesn’t irritate and i seriously cannot emphasize how good it is along with how AFFORDABLE it is.

  • Trish

    I see they don’t test on animals but are they vegan products?

  • Seren Ford

    I had a question about the parent companies. If they have a child company that DOESN’T test on animals, why do they? I mean I would love the parent companies if they didn’t test on animals 🙁

  • amanda perez

    Is Coty Airspun Cruelty Free ?

    • Havi

      Unfortunately no. Coty is not a cruelty free brand. Apparently they even make their products in China now instead of in the USA. Recently found this out and am so disappointed because i love airspun 🙁

    • Meg B

      “Coty, a company that tests on animals and retails brands in China.”
      ^^ Found this under the NYC brand description. So sorry, not cruelty free:(

  • tsukinon

    I know it’s late, but I just wanted to add that my understanding is that China’s law doesn’t require the companies themselves to test the products. Instead, either the government or a third-party handles it (not sure which). Thus is significant because some companies use this technicality to try to make it look like they’re not testing on animals. You’ll see statements like “X company does not test our production animals but we comply with all relevant laws for the safety of our customers.” They make it sound unavoidable, but in reality,they choose whether to see in markets that require animal testing. That’s why it’s really important to carefully read all the company’s statements and look for outside confirmation if needed. Unless the testing statement is something like “We don’t test in animals nor do we allow others to do it on our behalf,” there’s a good chance something questionable is happening.

  • Charlotte Parnell

    I live in Harrison, AR. Not one animal testing free product is sold in the local Walgreens, as far as makeup is concerned.

  • Ciao Bella

    Is airspun cruelty free?;o

  • sazza

    Just to let you know, L’Oreal doesn’t test on animals anymore, and it’s actively trying to change the way China tests products: http://www.loreal.com/sustainability/l'oréal-answers/the-question-of-animal-testing

    • “An exception could only be made if regulatory authorities demanded it for safety or regulatory purposes.”
      That means they do when it’s required by law. Selling in China, where it is required by law, is a choice — one one is forcing L’Oréal to sell in China. Since they sell there, nothing they say in regards to not agreeing with animal testing makes any difference — they still fund animal testing by choice.

  • According to what I read on wiki, I believe the Airspun powder is Coty’s (Coty Inc, who tests on animals). It has the original packaging, hence the different logo. Unfortunately. 🙁

    • You can look up and compare the logos on older packages of Airspun [with the blocky-looking logo, not the newer script-looking logo], and several Coty perfumes/colognes, such as Coty Muguet des Bois — they’re the same.

  • Mooncaptor

    How about Profusion cosmetics?? I see on their website they say they are both cruelty free and vegan but I don’t see them on your list/ at logicalharmony.net

  • Brandy Alexander

    Rimmel London claims to be free of animal testing except in countries where it’s mandatory.


  • Sharonj31

    Hi! I noticed that you don’t include Boots No.7 on your cruelty-free list. This line maintains that they do not test on animals and do not out source animal testing to third parties. As a bonus, it’s available at Target!

  • Bethany

    Thank you for the list. It would be nice for the sake of looking on a small phone screen if the chart ONLY contained the list of companies which ARE cruelty free. It would make comparing while in the store much easier. Thanks!

  • Chrissie Kevin Clawson

    Thank you so very much..im weeding thru all the makeup i have and buying all new items that are not tested on animals…next is all my house and body care items :). I cant wait till more companies decide to go cruelty free…i would rather see “tested on humans” than animals…test on death row criminals or something to that matter…not animals…they are innocent and cannot speak out for themselves to say NO YOU CANT DO THAT TO ME!!!…