The Best Cruelty-Free Makeup Brands to Support

Look, I’m going to be real with you—learning that some of my favorite makeup brands tested on animals was genuinely upsetting. Over 100 million animals are subjected to painful testing procedures every year in the name of beauty, and that’s just not okay. The good news? You don’t have to choose between having an incredible makeup collection and being ethical. The cruelty-free beauty movement is thriving, and there are more amazing options now than ever before.

But here’s where it gets confusing: cruelty-free certifications, vegan vs. cruelty-free, parent companies that test on animals, brands that used to be cruelty-free but aren’t anymore—it’s honestly a lot. I’m breaking down the best cruelty-free makeup brands you should actually be supporting, from drugstore favorites to luxury splurges, so you can shop with confidence.

What Does Cruelty-Free Actually Mean?

Before we dive into brands, let’s clear up some confusion. Cruelty-free means that a product and its ingredients haven’t been tested on animals at any stage of development. This includes testing done by the brand, their suppliers, or any third parties on their behalf.

Here’s what to look for: the Leaping Bunny logo (the gold standard), PETA’s cruelty-free logo, or the Choose Cruelty-Free logo. These are legitimate certifications from reputable organizations. Any other bunny symbols you see on packaging are usually just the brand’s own unofficial logo and don’t mean much.

Now, cruelty-free doesn’t automatically mean vegan. Vegan products don’t contain any animal-derived ingredients (like beeswax, carmine, or lanolin), but they could still technically be tested on animals. Conversely, cruelty-free products might include animal by-products but weren’t tested on animals. Ideally, you want both—but knowing the difference helps you shop smarter.

The Drugstore Heroes

Let’s start with the brands that won’t wreck your budget. These are available at most drugstores and are perfect if you’re just starting your cruelty-free journey.

e.l.f. Cosmetics

e.l.f. (eyes, lips, face) went absolutely viral on TikTok for good reason—their products are shockingly good for the price. They’re both PETA and Leaping Bunny certified, and most of their products are vegan. Their Power Grip Primer is iconic, and their Halo Glow foundation rivals luxury alternatives.

What makes e.l.f. even better is their accessibility. You can find them at Target, Walmart, Ulta, and pretty much anywhere that sells makeup. Nothing in their line costs more than $20, with most items under $10. They’ve proven that cruelty-free doesn’t have to be expensive.

Wet n Wild

Wet n Wild has been cruelty-free for years and offers an enormous range of makeup at incredibly low prices. They’re PETA-approved and clearly label their vegan products on their website. Their color palettes are wildly affordable, and their makeup brushes are made from synthetic fibers.

They also have some cult favorites like their Photo Focus Foundation and MegaGlo Highlighting Powder. If you’re on a tight budget and want to build a full makeup collection, Wet n Wild is your friend.

NYX Professional Makeup

NYX is PETA-certified cruelty-free and known for professional-quality makeup at drugstore prices. Many (though not all) of their products are vegan, so check labels if that’s important to you. Their range is huge, and they emphasize creativity with tons of colorful, bold options.

Their Epic Ink Liner and Soft Matte Lip Creams are cult favorites for good reason. The quality seriously rivals high-end brands, and you can find NYX at Ulta, Target, and CVS.

CoverGirl

CoverGirl became Leaping Bunny certified in 2018, which was huge news for a brand that’s been around for over 60 years. All their products now comply with Cruelty-Free International standards. They’re a trusted drugstore staple with products for every skin tone and type.

Their Simply Ageless foundation and Lash Blast mascara are longtime favorites. The fact that such a massive mainstream brand committed to being cruelty-free shows how much the industry is changing.

Essence Cosmetics

If you want to build an entire makeup routine for under $50, Essence is your answer. This German brand is extremely budget-friendly and completely cruelty-free. Their products are shockingly good quality for the price—like $3-$5 per item good.

You’ll find them at Ulta and select drugstores. Their mascaras are particularly beloved, and their nail polishes are amazing for the price.

The Mid-Range Must-Haves

These brands cost more than drugstore options but are still accessible for most budgets. They offer excellent quality and often have more innovative formulas.

ColourPop

ColourPop is internet-famous for their affordable, high-quality products and constant collaborations with franchises like Harry Potter, Twilight, and Pokémon. They’re cruelty-free and have a extensive list of vegan products on their website.

Their Super Shock Shadows are incredibly unique, and their palettes are ridiculously affordable (usually $12-$18). The brand prides itself on being “priced to play,” meaning anyone can afford to experiment with their colorful products.

Milani Cosmetics

For over 20 years, Milani has been making luxury-feeling makeup without luxury prices. They’re PETA-approved and Leaping Bunny certified, with a collection of vegan products clearly listed on their site. Their Baked Blush and cream bronzers have won multiple awards and gone viral for good reason.

You can find Milani at drugstores and Ulta, usually in the $8-$15 range. The quality feels much more expensive than it actually is.

Tower 28

Tower 28 makes clean, cruelty-free, and vegan makeup specifically designed for sensitive skin. They’re PETA-approved, and their products are accepted by the National Eczema Association. Their packaging is made from at least 50% post-consumer recycled plastic.

The brand focuses on fun, wearable colors that work for everyone. Their BeachPlease Cream Blushes and ShineOn Lip Jellies are cult favorites. Products range from $14-$28, which is reasonable for clean beauty.

Glossier

Glossier became a beauty empire with their minimalist packaging and “no-makeup makeup” approach. They’re completely cruelty-free and have been since day one. While not all products are vegan, many are, and they’re always transparent about ingredients.

Their Boy Brow, Cloud Paint blushes, and Lash Slick mascara are iconic. Glossier products typically range from $12-$25, and the aesthetic is chef’s kiss.

The Luxury Splurges

If you’re ready to invest in high-end makeup that’s also ethical, these brands deliver incredible quality without animal testing.

Fenty Beauty

Rihanna’s Fenty Beauty completely changed the makeup industry when it launched with 40 foundation shades. The brand is cruelty-free (though not all products are vegan), and the quality is absolutely exceptional. Fenty proved that inclusivity and ethics could coexist with luxury.

The Pro Filt’r Foundation, Gloss Bomb, and Killawatt Highlighters are all iconic. Products range from $18-$54, and every penny is worth it.

Charlotte Tilbury

Charlotte Tilbury is the luxury option for the cruelty-free crowd. While often associated with high-end glamour, the entire line is cruelty-free (though not 100% vegan). Makeup artists and beauty enthusiasts swear by these products.

The Pillow Talk lipstick and Hollywood Flawless Filter are legendary for good reason. Yes, you’ll pay $34 for a lipstick, but the formula and staying power are unmatched.

Rare Beauty

Selena Gomez launched Rare Beauty in 2020 with a mission to break down unrealistic beauty standards. The brand is Leaping Bunny certified and 100% vegan. Beyond being cruelty-free, 1% of all sales support mental health services.

Their Soft Pinch Liquid Blushes went absolutely viral (and for good reason—a little goes a ridiculously long way). Products range from $20-$32, and the formulas are genuinely innovative.

Hourglass Cosmetics

Hourglass became completely vegan in 2020, which was a huge deal for a luxury brand. They’re cruelty-free and known for innovative formulas and stunning packaging. Their products are on the pricier side ($30-$68), but the quality is exceptional.

Their Ambient Lighting Powders and Veil Primer are cult classics. If you’re going to splurge on luxury makeup, Hourglass is a brand you can feel good about supporting.

ILIA Beauty

ILIA balances clean beauty with high performance. They’re cruelty-free, and most products are vegan (they clearly label which ones aren’t). The brand focuses on skin-loving ingredients that actually work, and their packaging is as sustainable as possible.

Their Super Serum Skin Tint and Multi-Stick are favorites. Products range from $26-$54, positioning them in the luxury category but still somewhat accessible.

The Indie Innovators

These smaller brands are doing amazing things in the cruelty-free space and deserve your attention.

Axiology

Axiology is leading the charge in sustainable, cruelty-free beauty. They’re 100% vegan, palm oil-free, and completely plastic-free as of 2022. Their Multi-Sticks are made in compostable paper tubes, and their Balmies come in recyclable wrappers.

Founded by Ericka Rodriguez, the brand focuses on multi-use products with skin-loving ingredients like reishi and snow mushrooms. They’ve won awards from Cosmopolitan, Allure, and Harper’s Bazaar. Products are around $18-$28.

Pacifica

Since 1996, Pacifica has been about compassion—for animals, the environment, and consumers. They’re PETA-approved and completely vegan. Their packaging uses post-consumer recycled plastic, glass, or aluminum, and they partner with environmental causes.

Their range includes both makeup and skincare, all priced affordably (usually $8-$18). They’re proof that you can be ethical, sustainable, AND budget-friendly.

About-Face

Founded by Halsey, About-Face is all about creativity and experimentation. Everything is cruelty-free and vegan, with bright, saturated colors perfect for bold looks. They’re transparent about their “Made Without” list, which includes phthalates and parabens.

The brand celebrates artistic expression and is perfect if you love playing with color. Products range from $14-$28.

What About Parent Companies?

Here’s where things get complicated. Some cruelty-free brands are owned by parent companies that DO test on animals. For example, NYX is owned by L’Oréal, which tests on animals in certain markets. CoverGirl is owned by Coty, which also isn’t entirely cruelty-free.

Whether you support these brands is a personal decision. Some people feel that buying from cruelty-free subsidiaries shows parent companies that ethical beauty is profitable, potentially encouraging them to change. Others refuse to support these brands because they feel their money indirectly funds animal testing.

There’s no right answer—it’s about where you personally draw the line.

How to Shop Cruelty-Free

Shopping cruelty-free is way easier than it used to be. Here’s how to do it:

Check for certifications. Look for Leaping Bunny, PETA’s logo, or Choose Cruelty-Free symbols on packaging.

Use apps. The “Cruelty-Free” app by Cruelty-Free Kitty lets you scan barcodes to check if products are cruelty-free.

Research brands. Websites like Cruelty-Free Kitty, Logical Harmony, and PETA maintain updated lists of cruelty-free brands.

Read labels carefully. If a brand says they’re cruelty-free but sells in mainland China (where animal testing is required by law), they’re not actually cruelty-free.

Ask questions. If you’re unsure about a brand, email their customer service. Legitimate cruelty-free brands are usually happy to provide documentation.

The Bottom Line

Switching to cruelty-free makeup doesn’t mean sacrificing quality, color payoff, or variety. In 2025, there are more cruelty-free options than ever before, at every price point and for every makeup need.

Whether you’re rebuilding your entire collection or just want to make more ethical choices going forward, these brands prove that beauty doesn’t have to come at the expense of animal welfare. Start with one or two products from brands that excite you, and gradually build from there.

Your makeup routine can be gorgeous, high-performing, AND ethical. You don’t have to compromise, and honestly, that’s pretty amazing.