Note: I originally created this guide several years ago, and it now grew to almost 150 cruelty-free brands! I’ve had to remove some which are no longer cruelty-free, which is unfortunate, but I’ve also added many more since the guide was published. Thank you to everyone who has shared and used this guide to shop cruelty-free! I’m so glad to see that it’s been helpful to you. If you love this guide, please consider sharing it with your friends!
Who said there aren’t many cruelty-free and vegan makeup brands?! I created this guide containing 101 brands to show you that it’s possible to find quality cruelty-free makeup for every budget, from high-end to drugstore!
I included my personal experience with these brands, but I also remained objective about my recommendations. If some products really suck, I made sure to tell you about it. If you’re a makeup beginner, I hope this guide will be helpful to you!
I divided the guide into 4 sections:
- Mid-Range and High-End Brands
- Drugstore Brands
- Natural and Organic Makeup Brands
- Independent or Indie Makeup Brands
The last section contains brands that are not sold in stores and mostly online-only. Other sections might include independent brands in the purest sense of the word (brands not owned by another company) but I chose to split it this way. The mid-range and high-end sections contain popular brands that are sold in stores, while the indie section contains brands that are not (yet) carried by big stores.
2017 UPDATE: I added more brands to the list! I also now mention ALL cruelty-free brands regardless of parent companies. If a brand is owned by a company that isn’t cruelty-free, you’ll find a * beside the brand and the parent company will be clearly marked.
2018 UPDATE: Vegan products for top brands were added! The biggest brands now have their vegan products listed below.
2019 UPDATE: Over 40 new cruelty-free makeup brands were added! Click here to jump to the list of new brands.
Clicking the brands below will take you to their little section on this page.
- 1. Becca*
- 2. Anastasia Beverly Hills
- 3. Hourglass*
- 4. Urban Decay*
- 5. Illamasqua
- 6. Too Faced*
- 8. Milk Makeup
- 10. Marc Jacobs Beauty*
- 11. Kat Von D*
- 12. Josie Maran
- 13. Tarte*
- 14. Cover FX
- 15. OCC
- 16. Bite
- 17. theBalm
- 18. Pur Cosmetics
- 19. IT Cosmetics*
- 20. FACE Atelier
- 21. Ciate
- 22. Besame
- 23. Perfekt
- 25. Blinc
- 26. Cargo
- 27. Duwop
- 28. Bareminerals*
- 29. Buxom*
- 30. The Body Shop
- 31. Lush
- 32. Eyeko
- 33. Ardency Inn
- 34. Edward Bess
- 35. Korres
- 36. Catrice
- 37. Japonesque
- 38. Chantecaille
- 39. Ellis Faas
- 41. Rouge Bunny Rouge
- 42. ELF
- 43. Hard Candy
- 44. Milani
- 45. Physicians Formula
- 46. Sonia Kashuk
Wet n Wild
- 48. NYX*
- 49. Jordana
- 50. Flower
- 51. Jane
- 52. Prestige
- 53. Pixi
- 54. Pacifica
- 55. Mineral Fusion
- 56. Essence
- 57. Barry M
- 58. Gosh
- 59. Marcelle
- 60. Annabelle
- 61. W3ll People
- 62. RMS Beauty
- 63. ILIA
- 64. Kjaer Weis
- 65. Vapour
- 66. Red Apple Lipstick
- 67. Jane Iredale
- 68. 100% Pure
- 69. Sappho
- 70. Au Naturale
- 71. Alima Pure
- 72. Everyday Minerals
- 73. Youngblood
- 74. Lily Lolo
- 75. Inika
- 76. Antonym
- 77. Bellapierre
- 78. Zuii Organic
- 79. Makeup Geek
- 80. Colourpop
- 81. Glossier
- 82. BH Cosmetics
- 83. Zoeva
- 84. Natasha Denona
- 85. Rituel De Fille
- 86. Aromi
- 87. Sugarpill
- 88. Gabriel Cosmetics
- 89. Melt
- 90. Dose Of Colors
- 91. Coloured Raine
- 92. Girlactik
- 93. Cate McNabb
- 94. Cailyn Cosmetics
- 95. Concrete Minerals
- 96. Suva Beauty
- 97. Silk Naturals
- 98. Fairy Girl
- 99. Gerard Cosmetics
- 100. Limecrime
- 101. Shiro
New Brands Added!
Since so many new brands have been added in 2019, I’m going to list them all here. This way, you can easily spot the new brands if you’re a returning visitor to this post.
- 102. Aether Beauty
- 103. Afterglow Cosmetics
- 104. Axiology
- 105. Beautyblender (they launched a foundation!)
- 106. Ben Nye
- 107. Black Radiance
- 108. Butter London (they now sell cosmetics)
- 109. Chi Chi Cosmetics
- 110. Clove & Hallow (green beauty)
- 111. Copycat Beauty
- 112. Covergirl (I verified that they’re truly cruelty-free!)
- 113. CYO Cosmetics
- 114. Deck of Scarlet
- 115. Doll 10
- 116. Elate (green beauty)
- 117. Emani
- 118. Fiona Stiles
- 119. Grande Cosmetics
- 120. HAN (green beauty)
- 121. Hynt Beauty (green beauty)
- 122. Jeffree Star
- 123. Jouer
- 124. Juvia’s Place
- 125. KKW Beauty
- 126. Kylie Cosmetics
- 127. Kosas
- 128. Kryolan
- 129. LA Girl
- 130. Lilah B. (green beauty)
- 131. Linda Hallberg
- 132. Lit Cosmetics
- 133. Lunar Beauty
- 134. Mehron
- 135. Nabla Cosmetics
- 136. Nude by Nature
- 137. Palladio
- 138. Pupa Milano
- 139. Sleek
- 140. Stargazer
- 141. Thrive Causemetics
- 142. Wander Beauty
Becca is very well-known for their gorgeous highlighters. They offer high-quality makeup and a great selection of products. They specialize in base products; their highlighters, bronzers, foundations, primers, and blushes are beautiful!
They recently came up with color correctors as well, which have pretty good reviews. Check out their red or peach correctors for undereye circles. Their green corrector is great to cover up redness, and their lavender corrector is great for dull and sallow skintones.
Becca uses Carmine as a pigment in some products, but the following products are vegan-friendly.
- Aqua Luminous Perfecting Foundation – All Shades
- Perfect Skin Mineral Powder Foundation – All Shades
- Ultimate Coverage Complexion Crème – All Shades
- Shimmering Skin Perfector Pressed – Moonstone, Opal, Topaz, Champagne Gold, Pearl, Blushed Copper
- Lowlight Highlight Palette Pressed
- Shadow and Light Bronze Contour Perfector
- Bronzing Skin Perfector
- Mineral Blush – Sweet Pea, Wild Honey, Lantana, Nightingale
- Backlight Targeted Colour Corrector – All Shades
- Backlight Priming Filter
- Ever Matte Poreless Priming Perfector
- Eye Priming Perfector
- Lip Priming Perfector Ever Matte Shine Proof Foundation – All Shades
- Resurfacing Primer
Anastasia specializes in brow products and makes some of the best ones on the market. These are available in multiple formats (pencil, pomade, powder) but also in a ton of shades. If you have eyebrows that are hard to fill out or colormatch, Anastasia has your back.
They expanded their collection way beyond brow products now, and they offer a full makeup line. For instance check out their contour palette.
P.S. Dipbrow will change your brow game! It’s perfect if you want sleek, structures brows.
High-quality and luxurious makeup, beautiful packaging. Three of their face products are definitely cult favorites: their Ambient Lighing Powder (great for all skin types and tones), their Veil Mineral Primer, and their Immaculate Liquid Powder Foundation (both great for oily skin).
Their full range of brushes is 100% vegan and made from synthetic Taklon hair. Here’s a list of all the current vegan Hourglass products:
- Ambient Lighting Palette
- Immaculate Liquid Powder Foundation
- Veil Fluid Makeup Foundation
- Opaque Rouge Liquid Lipstick – All Shades
- Arch Brow Sculpting Pencil
- Mineral Veil Primer
- Nº 28 Primer Serum
- Nº 28 Lip Treatment Oil
Urban Decay markets itself as bold and edgy, but they also have a ton of neutrals and staple products. Primer Potion is a great eyeshadow primer suitable for oily lids and their All-Nighter Setting Spray is the best setting spray around for oily skin.
Note that Urban Decay is cruelty-free and Leaping Bunny-certified, but their parent company L’Oreal still tests on animals.
Illamasqua is about self-expression through the art of makeup. They offer rich pigments and bold colors, but also many products suitable for natural looks. Most of their collection is solid in terms of quality.
A popular favorite is their Hollow Cream Pigment for contouring, especially for lighter skintones. They have a huge selection of nail polish and their formula is fantastic. Their powder blushes are also worth checking out.
Some of their products aren’t vegan-friendly as they contain Carmine. However, all their Nail Polish, Brushes and Fake Lashes are vegan. Their Freak Fragrance is also vegan. Here’s a list of all the current vegan products from Illamasqua:
- Skin Base Foundation
- Gleam Highlighter in Supernatural
- Gel Sculpt in Silhouette
- Gel Colour in Charm and Fluster
- Radiance Veil
- Hydra Veil
- Matte Veil
- Reflection Eyeshadow Palette
- Precision Gel Liner in Infinity
- Precision Ink Eyeliner (Abyss, Wisdom, Glister, Scribe, Wisdom, Alchemy)
- Vintage Metallix (Embellish, Bibelot, Courtier)
- Pure Pigment in Zeitgeist
- Brow Gel (Strike, Stare, Glimpse, Awe)
Too Faced is great for those who prefer natural-looking makeup with a little edge. They offer mostly neutral colors, and their packaging is super cute!
Especially popular for their pressed powder products, namely their Chocolate Bar Eye Palette (neutral colors, smells like chocolate), Primed & Poreless Pressed Powder (good for oily skin), as well as several convenient eye and face palettes. Better Than Sex is one of the best cruelty-free mascaras I’ve come across.
Their Teddy Bear Brushes and Mr. Right brush are 100% synthetic and vegan-friendly. Other vegan-friendly options from Too Faced:
- Born This Way Foundation – All Shades ($)
- Cocoa Powder Foundation – All Shades
- Absolutely Flawless Concealer (Honey, Perfect Nude and Vanilla)
- Primed & Poreless Loose Powder
- Primed & Poreless Pressed Powder
- Chocolate Soleil Matte Bronzer (3 shades)
- Bronzed & Poreless
- Cocoa Contour Palette
- Endless Summer 16 Hour Long-Wear Bronzer
- Soul Mates (both shades)
- Sweethearts Perfect Flush Blush – All Shades
- Love Flush Blush (How Deep is Your Love, Your Love is King)
- Hangover Primer
- Primed & Poreless Pure Primer
- Primed & Poreless Face Primer
- Better Than Sex Mascara
- Perfect Eyes (Perfect Black, Perfect Brown, Perfect Purple, Perfect Storm, Perfect Peacock, Perfect Moss, Perfect Espresso)
- 3*Way Lash Lining Tool
- Instant Attitude Brow Bone Highlighting Pencil
- Melted Chocolate Liquified Lipstick – All Shades
- Melted Liquified Long Wear Lipstick – All Shades
- Melted Metal Liquified Metallic Lipstick – All Shades
- La Crème Color Drenched Lipstick (Except Lollipop and Mean Girls)
- Lip Injection Extreme
- Lip Injection Power Plumping Lip Gloss
- Lip Insurance Glossy
- Lip Insurance Lip Primer
- Tinted Beauty Balm – All Shades
- Borderline Anti-Feathering Lip Pencil
- Perfect Lips Lip Liner (Perfect Berry, Perfect Red, Perfect Spice, Perfect Nude)
NARS is unfortunately no longer cruelty-free as they decided to start selling in China as of June 2017.
Known for pigmented products and rich colors, sometimes on the shimmery side. NARS is cruelty-free although their parent company Shiseido is not.
Their newest lip products have also been getting a lot of hype lately. Some of their eyeshadows are underwhelming.
Milk Makeup is a new makeup brand available at Sephora. They’re all about “quick” makeup, mostly on the natural side. They have a lot of cream and stick products, like the Lip + Cheek stick.
Charlotte Tilbury was unfortunately moved to the grey area.
This is a high-end brand from the UK, founded by makeup artist Charlotte Tilbury. Their products are high-quality, and the price point definitely reflects that. In the USA, their makeup can be found at Nordstrom, though Charlotte Tilbury is very popular in the UK.
- Magic Foundation
- Full Fat Lashes
- Brow Lift
- Mini Miracle Eye Wand
- Wonderglow Primer
- Take It All Off
- Goddess Skin Clay Mask
This makeup line is definitely on the luxurious side. Gotta love the sleek, black packaging and the high-quality pigments. If you want a wonderful full coverage foundation, check out their Re(marc)able Foudation. They also offer a lot of beautiful and high-quality Eyeshadow Palettes.
Marc Jacobs Beauty is cruelty-free, but please keep in mind that their perfumes are not. They belong to a different brand, Marc Jacobs Fragrances (not cruelty-free).
“While the majority of the products are free of animal byproducts, Marc Jacobs Beauty is not considered a vegan line: there are a small number of product ingredients in the line that contain ingredients of animal origin, such as beeswax & carmine.”
The vegan list is pending.
This is a very versatile makeup line by tattoo artist Kat Von D. Their products are high-quality yet still fairly-priced, and they offer everything from neutrals and nudes to bold and colourful items. Plus, they make the best matte eyeshadow palette ever for those who love matte neutrals. Kat Von D Beauty is my cruelty-free brand of the year for 2017!
They have an amazing selection of liquid lipsticks. Their Shade + Light contour palettes for both face and eyes are best-sellers and great products.
Kat Von D is working on reformulating ALL their makeup to be vegan. Right now, here’s a list of all their vegan products:
- Everlasting Liquid Lipstick – All Shades
- Studded Kiss Lipstick – All Shades
- Alchemist Holographic Palette
- Tattoo Brow
- Tattoo Liner
- Lightning Liner (Amadeus, Bach, Fyfe, Gould, Hex, Hyde, Jett, Juno, Ludwig)
- Ink Liner
- Metal Crush (Doce, Electric Warrior, Paranoid, Thrasher, Thunderstruck)
- Lock-It Concealer – All Shades
- Lock-It Concealer Creme – All Shades
- Lock-It Liquid Foundation – All Shades
- Lock-It Powder Foundation – All Shades
- Lock-It Setting Powder
- Lock-It Featherweight Primer
- Lock ‘N Load Setting Mist
- Unlock-It Makeup Remover Wipes
Josie Maran’s makeup and skincare is all about feeling luxurious without compromising ethics. They offer great products for natural looks, and their ingredients are also on the natural side.
One of their key ingredients is pure organic fair-trade argan oil, which is also present in their face, lip, and cheek products, even their Coconut Watercolor Cheek Gelee.
Here are all the current vegan products from Josie Maran. I also included their skincare, body, and hair products.
- Argan Beautiful Eyes In Beautiful Nudes
- Coconut Water Color Cheek Gelee
- Argan High Gloss Lip Quench
- Argan Illuminizer
- Magic Marker Argan Liquid Liner
- Argan Tinted Moisturizer
- Argan Matchmaker Powder Foundation in Fair/Light, Light/Medium, Medium/Dark
- Argan Matchmaker Serum Foundation in Fair/Light, Light/Medium, Medium/Dark
- Argan Oil
- Argan Bear Naked Wipes
- Argan Cleansing Bar in Mint Chocolate/Vanilla/Be Beautiful (lavender)/ Be True (Unscented)/ Be Loved
- (Jasmine)/ Be Strong (Ginger)
- Argan Cleansing Oil
- Argan Exfoliating Powder
- Whipped Argan Oil Body Butter in Apricot Vanilla and Sweet Citrus
- Argan Body Oil in Balance/Calm/Be Loved/Be Strong/Be Giving
- Argan Cleansing Oil for Body
- Bear Naked Nail Wipes in Grapefruit
- Argan Sugar Balm Body Scrub
- Argan Hot Oil Treatment
- Argan Bohemian Waves Hair Mist
- Argan Hair Serum
Tarte offers makeup free of parabens, synthetic fragrance, petrochemicals, GMOs, and gluten. Their Amazonian Clay 12-Hour Blushes are super-pigmented, long-lasting, and non-chalky. I especially love the shade Exposed because it works with ANY eye and lip look!
Check out their In Bloom palette (pictured above), which has been getting a lot of love.
Offering foundations and concealers in a huge number of shades and undertones, and formulated for those with sensitive skin, acne, rosacea, or other skin conditions. Their Total Cover Cream Foundation is available in whooping 28 shades, and perfect if you’re looking for a true full coverage foundation. All Cover FX products are 100% vegan.
All Cover FX products are 100% vegan, but some brushes might contain natural animal hair.
Unfortunately OCC seems to have gone out of business, but they’re still available at certain retailers such as Nordstrom. If you’re interested in their products, grab them now before they permanently go out of stock.
Everything from OCC including the brushes is 100% vegan.
Offering high-quality lip products that are also “healthy enough to eat”. Their lipsticks contain less synthetics and potentially harmful ingredients than other mainstream brands. Huge choice of lip products and shades, highly-pigmented. Bite Beauty is Leaping Bunny-certified!
Unfortunately Bite doesn’t have any lipsticks that are 100% vegan, as all their products either contain Beeswax, Carmine, or Lanolin. The following is their only vegan product right now, and I’ll make sure to update this list if there’s any change.
- Lush Lip Wipes
Quality makeup with a retro feel and packaging, and a good alternative to Benefit (which isn’t cruelty-free). Top picks include their awesomely glowy highlighter Mary-Lou Manizer, their pigmented and long-wearing Instain blushes, their Bahama Mama bronzer, and their underrated Nude Tude palette.
Their brushes are vegan and synthetic, but I wasn’t impressed with the ones I’ve tried and wouldn’t recommend them. Here’s a list of The Balm’s current vegan items:
- Mary-Lou Manizer (Highlighter, Shadow & Primer)
- Sexy Mama (Anti Shine Translucent Powder)
- Bahama Mama (Bronzer)
- Read My Lips (Lip Glosses)
- Overshadows (Eyeshadow)
- What’s Your Type? (Mascaras)
- Schwing (Eyeliner)
- INSTAIN (blushes)
- balmShelter (tinted moisturizer)
- Put a Lid On It (eyeshadow primer)
- Stainiac (Lip & Cheek stain)
- Mr. Write Now – except Raj and Scott (Eyeliner)
PUR Cosmetics is found in some drugstores as well as Ulta. They offer pressed powder products and are considered “the complexion authority”, but they’ve expanded their line way beyond that. They use non-toxic ingredients, but also effective ones.
They offer an interesting line of products called the 4-in-1 range, which has both makeup and skin care products that are multi-tasking.
IT Cosmetics was developed by Jamie Kern Lima (above) with the intention of providing more than just cover-up makeup. She wanted a product that also treats skin conditions such as rosacea, and acts as a problem to common skin problems. IT Cosmetics mostly focus on a flawless base (from foundation to concealer to contour products) and also offer skincare. You can buy IT Cosmetics from Ulta here.
IT Cosmetics isn’t a vegan brand, but they do offer a few vegan options. Note that their brushes are 100% synthetic and vegan. All their vegan products are:
- Eye Lift in a Tube
- My Sculpted Face
- Vitality Blush Stain
- Heavenly Luxe Brushes
Leaping Bunny-certified pro-quality independent brand. Their best-selling Ultra Foundation provides medium to full coverage and doesn’t require a primer. It’s also available in “adjuster” shades such as pure white, deep brown, and red. Some of their brushes are made from natural animal hair.
Face Atelier is transitioning to a line that’s 100% vegan. In the meantime, please be aware of the following animal ingredients in products.
1. Their lipsticks contain lanolin.
2. Beeswax is still found in their Lip Glaze, Lip Putty, Lip RX, and Sculpt HD Mascara.
3. Carmine is found in the following products:
- Eye shadow – african violet, azure, ice burg, iced amethyst, purple haze, plum glaze, raspberry satin
- Shimmer – pink glaze
- Lip glaze – ice
- Pencil – tango, rubis
- Lipstick – berry sorbet, chilled cabernet, cool coral, crystal berry, pink cashmere, plum sorbet
Originally a nail polish brand, Ciate has moved on to makeup! A few stand-out products include their Liquid Velvet Moisturizing Matte Liquid Lipstick (13 shades), The Pretty Eyeshadow Palette, and their Bamboo Bronzer Longwear Bronzing Powder.
Besame is bringing back vintage makeup with their retro packaging and products inspired by classic products. They even make their products in the USA. A must-have is their Brightening Setting Face Powder, and their Classic Color Lipstick is also getting rave reviews.
Perfekt aims to simplify the beauty routines of our super busy lives! They’re a relatively new brand and can be found at Sephora. They offer many versatile and multi-use products, and everything is free from parabens, synthetic fragrance, and talc. They’re made in the USA.
Nudestix is unfortunately no longer cruelty-free. You can read more here.
Nudestix is all about no-makeup makeup and easy, natural looks. Models and sisters Ally and Taylor (above) are the faces of the brand. They believe that each face is beautiful and unique, and doesn’t need to be covered up with a ton of makeup! Nudestix is available at Sephora.
Blinc focuses solely on luxury eye products, specifically mascaras, brow products, and eyeliners. You can buy Blinc from Sephora, where they have fairly good reviews.
Cargo is a Canadian makeup brand that’s also available in the US at Kohl’s. Their focus is “simple, professional results that would be easy enough for all women to achieve”.
DuWop is an independent makeup company that stands out by offering some cool, nifty items such as their super-popular Lip Venom lip plumper, their Reverse Lip Liner (a product for lining the ouside of your lips, preventing your lipstick from bleeding and giving your lips a sharp line), and their awesome-looking and hydrating Icedteas Lip Treatments.
BareMinerals became popular for their mineral foundation, but have now branched out and offer a lot more mineral-based products. BareMinerals is owned by Bare Escentuals, which is owned by Shiseido. While Shiseido isn’t cruelty-free, Bare Escentuals still is.
Buxom is also a part of Bare Escentuals, but they specialize in non-mineral stuff, especially lip products. Check out their cool Full-On Lip Polish lip plumpers if you’re into plumping products that tingle! It’s their best-seller. Again, Bare Escentuals is owned by Shiseido, which isn’t cruelty-free.
The Body Shop is a great cruelty-free alternative. Their makeup is comparable to some mid-range brands. They have a great bronzer available in several shades (Honey Bronze Bronzing Powder, 20$). I also love their Lip Care ($14) moisturizer which actually comes in a bullet and looks like lipstick. Their complete range of brushes is vegan!
Lush mainly makes skin and body products, but they do offer a small selection of makeup as well.
More Mid and High-End Brands
For luxury cruelty-free makeup brands, check out (38) Chantecaille, (39) Ellis Faas, (40)
By Terry(NO LONGER CRUELTY-FREE), and (41) Rouge Bunny Rouge and (42) Perricone MD! All of these are cruelty-free and don’t retail in mainland China and offer top quality makeup and beautiful, luxurious packaging.
E.l.f. offers inexpensive products (typically around 1$ to 3$ per individual item) in sleek packaging that mimics higher-end brands. They’re a hit or miss brand and the prices mostly reflect the quality, meaning their makeup most often doesn’t measure up to high-end brands, but they do have some great products and very decent dupes. Their affordable prices make them a great brand for those on a budget, or just starting out with makeup. Note that NOT all of their brushes are cruelty-free, as some are made of natural animal hair.
This brand is a Walmart exclusive, and you can find it both in the United States and Canada. Their products are inexpensive and sometimes on the bold or shimmery side. Their Fast & Fabulous Setting Spray is a good drugstore setting spray and is very affordable.
An overall solid and good quality drugstore brand that’s also certified cruelty-free by the Leaping Bunny. Check out their Baked Blushes (Luminoso in particular is a popular favorite), eyeshadows and eyeshadow primer, pencil and liquid eyeliners, as well as lip products; most of these are long-lasting and very pigmented. They have a great selection of both natural and bold colors, and some good makeup staples!
Physicians Formula specialize in “hypoallergenic” makeup that’s also mostly paraben-free. Some of their products do however contain ingredients such as talc or fragrance; always check the ingredients, which are easy to find on their website! Most of their mascaras are great if you have sensitive eyes, and they make a Shimmer Bricks (highlighters which you can use for face and eyes). Also noteworthy is their Eye Booster liquid eyeliner for ultra-black and precise lines.
Sonia Kashuk is exclusively available at Target and offers wearable, more natural makeup. This brand is best known for their high-quality yet affordable makeup brushes.
Please note however that some of them are made from natural animal hair which I don’t view as cruelty-free, even though the company claims that the brushes are obtained in humane ways — it’s up to you whether or not you trust this claim.
A great synthetic brush I would recommend is their Synthetic Flat Top Multipurpose Brush.
Unfortunately, Wet n Wild is no longer cruelty-free.
Wet’n’Wild is a very commonly available and inexpensive drugstore brand. Their products are hit or miss but they do have some gems: they have some great eyeshadows, especially their popular Walking on Eggshells palette which has dupes for MAC’s eyeshadows in Shroom, Cork, and Naked Lunch. Their popular MegaLast lipsticks are also worth checking out: great color selection (and some shades are MAC dupes) for only around 2$. Their Mega Eyes Creme Eyeliner is also a great find, but stay away from their waterproof liquid liner or eye makeup remover.
NYX remains cruelty-free despite their acquisition by L’Oreal in 2014. This is another good quality drugstore makeup brand, offering highly pigmented products in both natural and bold shades. Their lip products are particularly worth checking out, especially the Soft Matte Lip Creams and lip glosses. Their blushes and eyeshadows are also a good bang for your buck. Their Jumbo Eye Shadow Pencil in Milk is a big favorite, cheap, and versatile: you can use it as an eyeshadow primer, highlighter, and lid concealer. It’s a must-have if you want to make less-pigmented shadows pop!
More Drugstore Brands
There are a few other cruelty-free drugstore brands worth mentioning, such as (49) Jordana (owned by Milani), (50) Flower (Drew Barrymore’s line, exclusively available at Walmart), (51) Jane, and (52) Prestige (both available at Ulta).
Target also carries (53) Pixi, (54) Pacifica, and (55) Mineral Fusion. Pacifica is not only cruelty-free, but also 100% vegan and a greener beauty brand. Pixi offers higher quality makeup, and Mineral Fusion is certified by the Leaping Bunny.
Another very affordable cruelty-free brand is (56) Essence, which is available in many drugstores across North America and Europe. There’s also (57) Barry M for UK shoppers.
For Canadian cruelty-free shoppers (and some American locations), there’s also the UK-based makeup brand (58) GOSH that’s available at Shopper’s Drug Mart: mostly good quality and a great alternative to the Canadian brand Quo, which isn’t cruelty-free. (59) Marcelle and (60) Annabelle are also commonly available in drugstores and cruelty-free.
This is one of the top green makeup brands out there. They offer high-quality makeup that you’ll love if you’re into more natural looks, and everything is free of petrochemicals, artificial preservatives, GMOs, parabens, dyes, fragrance, sulphates, phtalates, glycols, and nano particles. Their brushes are also synthetic and cruelty-free! Check out their Narcissist Stick Foundation!
Another established green makeup brand offering awesome, minimalist makeup! Their range mainly consists of versatile paintpot-like items for face, cheeks, lips, and eyes. A popular option is their lip2cheek paintpot in Smile (below). RMS Beauty is a great brand for those into organic makeup and glowy skin!
More reknown for their lipsticks and lip products, ILIA is a Leaping Bunny-certified natural and organic makeup company that also offers some staples such as their Mascara that’s available in several shades, and nifty multi-use sticks. Everything is high-quality, both in terms of ingredients and final products.
Kjaer Weis is the crème de la crème of green makeup. This is a luxury brand that offers beautiful, sturdy, sleek packaging along with high-quality products. Their makeup is organic, eco-friendly, and sustainable, and their containers are refillable. If you like luxurious makeup on the natural side, look into their foundations and cream blushes, especially Blossoming.
Another great brand that’s both Leaping Bunny-certified and organic! Vapour Organic Beauty offers an attractive line of cruelty-free makeup, but they have a big skincare line as well. Their Atmospheric Soft Focus Foundation is great for mature skin.
This Leaping Bunny-certified company markets itself as “the skin care makeup”. Jane Iredale offers a very wide range of makeup made from nourishing ingredients free of harsh synthetics and parabens. They have a very wide range of makeup, mostly in natural shades and finishes but they also offer some shimmery or colorful items. Their pressed mineral foundation is available in 24 shades.
This brand is mostly vegan except for the products that contain honey, and free from harmful synthetics such as parabens and fragrance. They also use fruit and vegetable dyes as their makeup pigments! For instances, their Blackberry Mascara uses blackberry as pigment and their Fruit Pigmented Blush uses cranberry pigment. Their foundations and face products are also high in antioxidants.
Natural and organic makeup including a fantastic liquid foundation as well as fully synthetic and cruelty-free makeup brushes that are very good quality. Based in Canada.
Au Naturale (100% VEGAN) offers both mineral-based and cream-based makeup for natural makeup lovers. They also have a line of cruelty-free and 100% vegan brushes. Everything is made in the United States and 100% VEGAN.
More Natural Brands & Mineral Makeup
There are many mineral makeup brands out there; don’t hesitate to comment if you think a company should be added to this section. A popular one is (71) Alima Pure, but they’re on the pricier side. Another great option is (72) Everyday Minerals; especially check out their ultra-soft brushes as well. (73) Youngblood, and (74) Lily Lolo offer mineral makeup products in addition to a wide selection of pressed items, lipsticks, and creams.
Popular especially for their good quality and MAC-like eyeshadows at very decent prices! They also offer a good selection of blushes as well as 100% vegan and cruelty-free brushes.
Affordable good-quality makeup. They currently offer lip products and eyeshadows, both in a huge color selection. Their eyeshadows are highly pigmented and available in several finishes.
Glossier is all about fresh, easy, minimalistic makeup. They’re somewhat new on the market but their products have been getting a lot of buzz. Check out their whole makeup line if you’re into natural, dewy looks!
BH Cosmetics offers a wide range of makeup at SUPER affordable prices! They have huge and inexpensive eyeshadow palettes, contour palettes, and more, and they’re Leaping Bunny certified.
Zoeva is a popular German makeup brand that also offers a huge selection of makeup brushes. They have an international presence as well. They offer some vegan products including their brushes, but not everything is vegan.
This brand has been gaining popularity for their luxurious, ultra-pigmented eyeshadows. They offer multiple eyeshadow palettes and the quality is fantastic although the price is a bit steep. They’re now available at Sephora.
Rituel de Fille is “a new vision for beauty inspired by the magical side of natural ingredients, where pigment is elemental, ceremonial and powerful”. Beautiful and pigmented lipsticks, cream blushes, and eye makeup. Click here to take a look at my review!
Mainly known for their highly-pigmented vegan lipsticks, Aromi also make over 25 vegan solid fragrances for both men and women, as well as a few liquid perfumes.
Known for their bright, colorful, super-pigmented eyeshadows. Everything is made in the United States and they also have an adorable set of 100% vegan brushes and a huge selection of false lashes!
This brand is 100% vegan and Leaping Bunny-certified. They also own ZuZu Luxe. Both of these lines are natural and paraben-free.
Melt is a popular brand offering lipsticks in bold and unusual colors. They also have eyeshadow stacks that are greay quality, and many of their products are vegan (some contain Carmine).
Dose of Colors offers beautiful liquid and creamy lipsticks as well as fake lashes, eyeshadows, and highlighters. They have a vegan section on their website.
Coloured Raine is “an edgy collection of bold eye shadows, nail polishes, lipsticks and glosses that break all barriers in the cosmetic world”.
Girlactik focuses on “color, shimmer, and glowing beautiful skin.” They offer everything from face products to body shimmer.
Another Leaping Bunny-certified company! All their makeup is paraben-free and made with ingredients that won’t clog pores. Natural, wearable products for eyes, lips, and face.
Leaping Bunny-certified company offering beautifully-crafted mineral makeup, cream products, and more, in sleek packaging. Their O! Wow foundation brush (similar to MAC’s, which is not cruelty-free) is 100% vegan.
An independent company that makes cruelty-free and vegan makeup! They have beautiful loose pigments, and they offer free worldwide shipping.
They offer a big selection of pressed eyeshadows from shimmery and matte, as well as cream eyeshadows bases and liners. Beautiful bold colors as well as neutral shades, great for makeup artists.
Independent company offering a wide range of mineral-based makeup; several eyeshadow and lipstick MAC and Urban Decay dupes, including full Naked palettes. They also have a stick foudation available in several neutral, warm, and cool tones. All their products are inexpensie and good quality.
This is a new brand, and they offer a big collection of lipsticks in beautiful shades. They’re Leaping Bunny certified and they also use natural and organic ingredients.
Gerard Cosmetics is a cruelty-free brand.
Limecrime has a controversial past, but hey, they’re currently cruelty-free and certified by Leaping Bunny.
One of the most popular indie makeup brands, and 100% vegan. Known for their rich and ultra-pigmented eyeshadows in a multitude of colors, shades, and finishes.