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The Best Cruelty-Free Makeup Brands to Add to Your Collection

By Ashley Locke

Published on Nov 5, 2025 • 16 min read

Courtesy of E.L.F. COSMETICS

As consumers, we’re more aware than ever before about what goes into the products we use. Over time, we’ve made it a habit to choose clean, cruelty-free beauty products in our routines. “Thankfully, because of the Internet, a lot of beauty consumers have become aware of the painful and unnecessary horrors animals go through when animal testing is conducted,” says vegan and cruelty-free makeup artist Jessica Hayes. “A shift in more ethical shopping habits and the availability of such high-quality, cruelty-free products has been a win for the animals, with so many more people choosing to only use cruelty-free beauty.”

Some brands have long been cruelty-free, while others are just now catching on. The number of animal-friendly products on the market is growing month by month, and it can be hard to sift through them all. We’re sharing 25 of the best cruelty-free makeup brands to start shopping, if you haven’t already. And if you’re new to the cruelty-free movement, we have a few things to look for when determining whether or not a brand is actually cruelty-free. Read on for all the deets on cruelty-free beauty!

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Jessica Hayes is a vegan and cruelty-free makeup artist, content creator, and makeup developer.

What Does Cruelty-Free Mean, Exactly?

Here is where things get tricky. Just because a product is labeled as cruelty-free, doesn't necessarily mean it's entirely free of animal testing. Even though the finished product may not be tested on animals, most animal testing actually occurs at the ingredient level.

To make sure your products are completely cruelty-free, all the way from ingredient formulation to finished product, look for a Leaping Bunny certification. This is the gold standard for cruelty-free products. For a brand to be Leaping Bunny certified, they must meet the company's strict set of standards, which state that the beauty brand is not testing on animals or sourcing ingredients from third-party companies that test on animals.

Also, it’s important to note that cruelty-free products and vegan products are not one in the same. Vegan makeup is free of all animal products—but technically could still be tested on animals and labeled as vegan. Alternatively, cruelty-free beauty products can still include animal by-products and/or animal-derived ingredients (such as beeswax or lanolin). The cruelty-free label only pertains to the actual act of testing on animals.

25 Best Cruelty-Free Makeup Brands

We’ve rounded up a handful of cruelty-free brands, but please know—this isn’t an exhaustive cruelty-free list. There are plenty of other awesome brands out there, but these are a great place to start.

1. ABOUT-FACE

Founded by Halsey, ABOUT-FACE was created to invite everyone to have fun with makeup again. Vegan, cruelty-free, and dermatologist-tested, the singer built a brand of high-performance makeup that meets the user where they’re at in their makeup journey.

2. ANASTASIA BEVERLY HILLS

What began as an eyebrow-focused company quickly grew into one of the world’s leading makeup brands with master makeup artist Anastasia Soare at the helm. Even better, the cruelty-free brand is certified by PETA, so you know none of their products are tested on animals.

3. BEAUTY BAKERIE COSMETICS

Blending baking with beauty, BEAUTY BAKERIE COSMETICS has some of the cutest cruelty-free cosmetics we’ve ever seen. From cruelty-free makeup to vegan-friendly skincare, the brand has a range of products for anything you’re looking for.

4. COVERGIRL

A trusted drugstore brand for over 60 years, COVERGIRL became Leaping Bunny Approved in 2018. Now, all their products comply with Cruelty-Free International criteria, so you can feel better about using their makeup.

5. DANESSA MYRICKS BEAUTY

Inspired to make beauty feel like a safe space for all, Danessa Myricks built DANESSA MYRICKS BEAUTY as a way to empower individuals to express themselves creatively and confidently.

6. E.L.F. COSMETICS

E.L.F. COSMETICS is one of our go-to brands, given how affordable (and amazing!) their products are. They make vegan, cruelty-free, clean beauty accessible for all. Both PETA and Leaping Bunny-certified, their products are free from animal ingredients, including beeswax and carmine.

7. HALF MAGIC BEAUTY

Created by Euphoria makeup artist Donni Davy, HALF MAGIC BEAUTY inspires makeup creativity in all. You don’t need to be an Emmy-winning MUA like Davy to create bold and dynamic looks that are all sorts of fun.

8. HOURGLASS COSMETICS

A cruelty-free and vegan brand, HOURGLASS COSMETICS makes luxury makeup and skincare accessibleTop Product Picks:

HOURGLASS COSMETICS Phantom Volumizing Glossy Balm: A lip balm, lip plumper, and lip gloss all rolled into one lip product that goes on smooth without feeling tacky or sticky on your lips.
HOURGLASS COSMETICS Ambient Soft Glow Foundation Brush: Featuring vegan fiber technology, the bristles make blending effortless for both professionals and beginners.
HOURGLASS COSMETICS Voyeur Waterproof Gel Eyeliner: Make high-impact eye makeup looks with these bold eyeliners that offer 12-hour wear.

9. ILIA BEAUTY

ILIA BEAUTY was built on creating clean, skin-centric products that boost your natural radiance. They use skincare-based ingredients in their products and focus on clean beauty ingredients for their skincare brand.

10. IT COSMETICS

IT COSMETICS partners with dermatologists and plastic surgeons to create cruelty-free products that help you feel confident in your complexion. From makeup to skincare, they make you see your real beauty.

[H4] Top Product Picks:

IT COSMETICS CC+ Nude Glow Lightweight Foundation + Glow Serum with SPF 40: Made of 90% skincare ingredients, this CC cream delivers an instant glow, while also brightening skin in as little as four weeks.
IT COSMETICS Bye Bye Under Eye Full Coverage Waterproof Concealer: One dot is all it takes to cover dark circles and under-eye bags with this highly-pigmented, waterproof concealer.
IT COSMETICS Confidence in a Cleanser: Combining the power of a cleanser with the hydration of a serum, this skincare essential is made with vegan ingredients that gently cleanse your complexion.

11. MILK MAKEUP

Hayes is a huge fan of this cruelty-free brand, sharing, “MILK MAKEUP is another vegan and cruelty-free brand that is easily accessible at Sephora and has high-quality and trend-based products.”

12. NYX PROFESSIONAL MAKEUP

NYX PROFESSIONAL MAKEUP makes professional makeup accessible to all skin types and skin tones. They’ve been 100% cruelty-free since they were founded in 1999, and became PETA certified in 2015. Now, they even offer vegan formulas, meaning their ingredient suppliers don’t use animal-derived ingredients.

13. PACIFICA BEAUTY

Another favorite of Hayes, she loves that PACIFICA is an “accessible brand with a lower price point and amazing skincare products that don’t break the bank.” They’ve been eco-friendly, cruelty-free, and vegan since their inception in 1996, and nothing has changed all these years later. Not only are they great for makeup products, but they also sell skincare, hair care, and other personal care productsTop Product Picks:

PACIFICA BEAUTY Waikiki Eye Shadows Palette: Infused with vitamin E, these shadows go on easily and offer long-lasting wear with an intense color payoff.
PACIFICA BEAUTY 11 in 1 Magical Leave-In Treatment: A weightless leave-in conditioner, the miracle treatment works to repair damage, seal split ends, boost shine, and more for all hair types.
PACIFICA BEAUTY Reusable Masks Eye & Brow Set: As seen on TikTok, these reusable masks utilize high-grade silicone to work with your serums and supercharge your skincare results.

14. PÜR COSMETICS

We love all the face products from PÜR COSMETICS, a brand that's suited for every skin tone and is 100% cruelty-free. It's also made without parabens, talc, gluten, or mineral oil. Instead, the formulas are packed with nourishing ingredients like natural moisturizers, vitamin C, and antioxidants.

15. RARE BEAUTY

Actress Selena Gomez is the brains (and beauty) behind RARE BEAUTY. With a mission to help everyone celebrate their individuality by redefining what beautiful means, they’ve done that with their range of cruelty-free products.

16. REALHER

Cosmetic formulator Bill Xiang was inspired to launch the clean beauty brand REALHER after the birth of his daughter. All the brand's products are made from natural, cruelty-free ingredients that will help make your makeup bag a little bit cleaner.

17. SERAPHINE BOTANICALS

This small-batch manufacturer produces makeup, skincare, and hair care products that prioritize high-quality ingredients. Products are vegan, cruelty-free, and made from fair trade and sustainably-sourced ingredients, so you can feel good about what you’re putting on your skin.

18. TARTE COSMETICS

This best-selling brand seamlessly fuses good-for-you ingredients into products that really do work. TARTE COSMETICS products are always formulated without parabens, mineral oil, phthalates, sodium lauryl sulfate, or gluten.

19. TOO FACED

TOO FACED is one of the leading brands in cruelty-free cosmetics, having been cruelty-free from the start. They provide you with the tools to paint your canvas however you like.

20. TOWER 28 BEAUTY

Named for a lifeguard stand at the crossroads of Santa Monica and Venice Beach, TOWER 28 BEAUTY is all about easy California beauty. The products are all meant to work for sensitive skin, so in addition to being vegan and cruelty-free, they’re formulated with non-irritating ingredients, too.

21. ULTA BEAUTY COLLECTION

Bet you didn’t know the entire ULTA BEAUTY COLLECTION is cruelty-free? Well, now you do. Confidently shop the store’s line of products.

22. UOMA BEAUTY

Founded by the late Sharon Chuter, UOMA BEAUTY has a philosophy of inclusive beauty and self-expression for people of all skin tones. All products are cruelty-free, and the indie brand says that it is working towards 100% vegan status as well.

23. URBAN DECAY

The cool California color brand, known for its cheeky Naked eyeshadow palettes, has never tested on animals and boasts several vegan-friendly makeup products as well.

24. WANDER BEAUTY

WANDER BEAUTY is a travel-inspired, multitasking beauty line that is also clean, cruelty-free, and free of parabens, phthalates, sulfates, mineral oil, and synthetic fragrance. The high-quality formulas are made with skin-loving ingredients that your skin will thank you for.

25. WET N WILD

Since 1979, WET N WILD has been creating high-performance essentials in the form of clean, cruelty-free products. The brand’s range of products is also affordable and accessible for all, one of the reasons we love them most.

The Best Way to Identify Cruelty-Free Products

If you’re shopping in-person, one of the things you should look for is certification: “Leaping Bunny is one of the most trusted cruelty-free certifications in the industry. Look for the Leaping Bunny logo on the back of products,” says Hayes. The PETA certification logo is another one to look out for.

If you’re shopping online, a quick Google search can help you determine if a brand is cruelty-free or not. “I always follow up my research with a Google search to see the brand's status,” shares Hayes. She also recommends heading to the Leaping Bunny website to search their database for brands.

“Unfortunately, there are a lot of brands who will use a similar bunny logo on their packaging but aren’t really cruelty-free,” Hayes tells us. So, be sure to do some extra research. Just because a brand slaps a cruelty-free logo on their packaging, doesn’t mean they actually are.

Most Common Cruelty-Free Makeup Questions

You may still have some lingering questions about cruelty-free beauty, so we wanted to answer those for you to put your mind at ease.

1. What does “cruelty-free” mean?

For those who still aren’t quite sure what cruelty-free actually means, Hayes defines it for you. “Cruelty-free means a brand’s ingredients and manufacturing process did not involve any animal testing along any part of the product’s development. Cruelty-free certifications track the brand’s animal testing status right from raw ingredients through to the final manufacturing.”

2. How can I tell if a brand is cruelty-free?

The easiest way to tell is if the brand has the Leaping Bunny or PETA certification logo on its packaging. Doing a quick Google search can also help you easily identify if a brand is ethical.

3. What are the best cruelty-free makeup brands available at drugstores?

There are numerous cruelty-free makeup brands at drugstores. “PACIFICA BEAUTY, NYX PROFESSIONAL MAKEUP, MILANI, COVER GIRL, and PIXI all have high-quality, cruelty-free products,” shares Hayes of her fave drugstore animal-friendly cosmetic brands.

4. Are the ULTA and SEPHORA collection brands cruelty-free?

The ULTA BEAUTY COLLECTION is cruelty-free, but the SEPHORA COLLECTION is not. SEPHORA does carry some cruelty-free brands, including “ILIA, HOURGLASS, MAKEUP BY MARIO, CALIRAY, and CHARLOTTE TILBURY,” according to Hayes.

ULTA also carries additional cruelty-free beauty brands, including “ANASTASIA BEVERLY HILLS, COLOURPOP, ABOUT-FACE, and HALF MAGIC,” says Hayes.

5. Are cruelty-free and vegan the same thing?

The short answer? No. Not every cruelty-free makeup brand is vegan, though they may offer vegan beauty products. “Cruelty-free simply means a brand has not conducted any animal testing. Vegan means a product has no animal-derived ingredients, such as lanolin, carmine, collagen, and other animal-based ingredients in the formula,” says Hayes.

She also stresses checking that any vegan brands you use are, in fact, cruelty-free. “I’ve seen a lot of commercial brands labeling their products as vegan, which means they have no animal-derived ingredients, but may still have undergone animal testing if the brand is not certified cruelty-free.”

Final Reminders: Cruelty-Free Beauty Is Everywhere

Animal-friendly cosmetic companies aren’t hard to find these days; in 2025, there’s an emphasis on cruelty-free beauty. If the list of 25 we shared isn’t enough, do some research on your own. Again, there are many brands out there that are cruelty-free. To find them, do a quick Google search, or check their packaging for PETA or Leaping Bunny certification.

Don’t forget to explore the IPSY Shop to find cruelty-free faves to add to your makeup routine. These ethical beauty brands are waiting for you to find them.

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