51 Cruelty-Free Makeup Brands For The Conscious Consumer

The company is cruelty-free as certified by Leaping Bunny and PETA. The 100% pure company doesn't test its finished products on animals, and their suppliers and third parties don’t test on animals either.

Verdict: Despite committing the common cosmetics sin of slightly misleading marketing wording without proper clarification, their fundamental focus is pointing in the right direction.

This is one of many companies that finds inventive ways to get around the use of synthesized chemicals, such as how their un-petroleum jelly contains beeswax, and beeswax in lip gloss instead of fish scales.

Verdict: Those with an eye for science and macroeconomics will see how Alba Botanica is earth-friendly almost by accident. For example, their purchases of beeswax are helping to support endangered bees.

This company has a makeup brand cruelty-free policy alongside an earth-friendly policy. They have vegan options, are gluten free, vegetarian, are non-GMO, and mostly nature-derived. All of which shows a genuine commitment.

Verdict: There’s no evidence that plant stem cells in cosmetics are good, useful, or healthy for humans. However, there’s no proof showing that they do “not” have a health benefit, so it’s up to you to find out. Plus, their products are 98% nature derived, which is very good for a cosmetics company.

Their heavy reliance on their organic selling point results in the overuse of herbs and fruits in their products. This may sound like a negative, but it means regular users have an almost 24-hour pleasant smell to their body and hair. They offer makeup brands that are cruelty-free, and most products are vegan.

Verdict: Their investments in the organic industry are helping to drive organic farming, which is good for the environment and a sustainable future. Their organic certifications are difficult to come by, and yet they manage it easily.

This company hit upon a few high-quality foundation formulas in the mid-90s and have built a fairly ethical business from their early success. As it stands, their practices and research are both earth-and-animal friendly.

Verdict: A great company for middle- to high-end foundations and skin cosmetics. They have been cruelty-free since the mid-1990s, and their research hasn’t required the use of animal testing or animal-killing byproducts.

Established in 1975, this company has worked to find ways of manufacturing cosmetics in a way that doesn't require animal or insects to die. These days the company conforms to a more cruelty-free label, in that their products aren’t tested on animals.

Verdict: Many brands featured in this article could be accused of jumping on the bandwagon by being green, sustainable, cruelty-free, and so forth. However, this company has cruelty-free so ingrained in its brand that it hardly even mentions it. For example, the fact they use recycled materials where possible isn’t in a banner, or on a poster, it’s in their small print on the “About Us” page.

This company has a massive range with very low prices. They achieve this through their use of different ingredients and product suppliers. All of which is fine, but it makes it difficult for them to track ethical cruelty-free behavior, which is why they’re not deemed as 100% certified cruelty free.

Verdict: Aimed at younger people and students. They’re affordable but aren’t as cruelty-free or vegan as many of the others on this list. They’re playing their part, but their online wordage allows for plenty of legal wiggle room when it comes to how they define their practices. This company isn't a bad company, but it does have dirt under its fingernails.

Founded in 1961 by a chemical company, they have had to grow and move with the times as they were bought out time and again. They’re now certified as cruelty-free as part of them moving with the times.

Verdict: Their range is amazing, their product varieties are better than most companies on this list, and their online transparency is excellent. It’s difficult to find things to complain about with this company.

This company has been around for many years and is very earth-friendly, from its recyclable packaging to its investments in organic farming. Their products are mostly natural, their carbon footprint is comparatively tiny, and even their tea tree oils are steam distilled rather than chemically distilled.

Verdict: They’re winners in some areas, and complete losers in others. They offer cruelty-free products that are mostly natural. However, some of their products simply don’t work as people have come to expect. For example, their toothpastes have no active ingredients. On the other hand, their non-breakage shampoo has numerous awards.

Founded in the 1940s, this massive company produces a range of eco-friendly and cruelty-free products. Despite their mind-numbingly poor marketing and graphic design, this company manages to earn a revenue of at least $120 million per year.

Verdict: A middle-of-the-road company that has made a fortune by being just okay. Some people enjoy the company for its fair-trade and cruelty-free status, and others shop with them because they’ve earned a lot of goodwill over the years.

The DryBar company was only founded in 2008, but it’s a great example of how a modern cosmetics company should be operated and marketed.

Verdict: Trendy, stylish, and cruelty free. This is a company for hip people who don’t want to spend a fortune, but who are also not afraid to make an investment in hair and cosmetics.

This is a research company that tries to replace modern chemicals with natural or biodegradable chemicals to help create a sustainable tomorrow.

Verdict: This is a brilliant company at innovating and finding powerful replacements for powerful chemicals. They are also very focused on being biodegradable. Their cruelty-free process is almost an afterthought by comparison.

This company is cruelty-free somewhat by accident. By opting for vegan tools, a.k.a. tools that don’t have parts derived from animals, they’ve avoided products that were tested on animals.

Verdict: There’s nothing to shout about and nothing to complain about. Their range is ethical but is no more special than what you find in your local grocery store. They should push their eco-selling points a little more to really get the message out there.

Started in 2001, this brand of cosmetics has kept things simple, and it’s worked for them. It’s less about overly wordy marketing, and more about choice, variety, and low prices.

Verdict: The company is ethically sound, and even though they don’t sell in China, they do buy from China, which is why 5% of their ingredients chain is unregulated. Yet, they donate to charity and seem to have the right attitude regarding animal cruelty.

Despite their almost tragic inability to market themselves correctly, this company is probably one of the most ethical, upstanding, earth and human friendly on this entire list.

Verdict: Partially through good corporate responsibility, and partly through manufacturing in the USA, this company is one of the most transparent about ingredients, eco-friendliness and so forth. Everything from their 100% biodegradable packaging to their soy ink shows a genuine and very thorough love for the earth, animals and their customers.

A fairly new cosmetics company, Herbivore Botanicals needs to find its place in the world. It almost seems to know this since one of its newsletters reads, “Evolve with us.” So, maybe this is a company to keep an eye on in the coming years.

Verdict: This company needs to solidify its brand and figure out if it wants to be earth-friendly, animal-friendly, sustainable, or natural. It seems to have jumped on the bandwagon without fully understanding it. This brand is more for the homeopathic customer.

Launched in 2005, this company is far larger and corporate than its public image suggests. Yet, the big-money behind the project means they can spend a little more on cruelty-free research.

Verdict: Try their products as much as you can before buying. This company buys from organic and sustainable farms, so they’re powering the organic sector.

The company is cruelty-free as certified by Leaping Bunny and PETA. The 100% pure company doesn't test its finished products on animals, and their suppliers and third parties don’t test on animals either.

Verdict: They have a deceptively large range — if their website was a little better. Nevertheless, this company has women’s products suitable for a wide range of people.

This company has 20 patents and over 150 awards. Their product line is well curated and pretty strong. They are also cruelty-free and have several albeit small eco-initiatives.

Verdict: Here’s another example of a professional company doing its job correctly. Their online marketing has seemingly halted, but their supply chain is very active, so one assumes their company is still doing well.

This company claims that its products are born from ancient Hawaiian recipes. It’s a holistic branded company, but is very clear on the fact its products aren’t meant to treat illnesses or diseases.

Verdict: There’s probably something for you with this company, but it’s going to take a lot of experimenting before you find out what works for you.

Founded in 2007, it was a place for BWX to offload its foundation products that it couldn’t sell beside is other brands. It took very little effort for the company to become allergen-  and cruelty-free.

Verdict: Even though the brand has nowhere to grow, it doesn't matter because it is doing everything right. Sometimes it is okay for a smaller company to stay small if it’s doing its job correctly.

Not as natural as it first appears, what with its use of Guar Hydroxypropyltrimonium Chloride, Glyceryl Undecylenate and Phenoxyethanol. Nevertheless, this company is very suitable for people with delicate skin.

Verdict: They have a nice line of mild products. This company is taking eco-friendliness seriously, but don’t be surprised if your friends haven't heard of them.

Founded in 2010, this corporation is headed by two women who have managed to penetrate many younger-person publications and media outlets in order to grow their brand.

Verdict: This company's appeal to younger women is obvious. They have a strong set of products that may alienate older people but are cruelty-free and aren’t exploitatively marketed.

Founded in 2010, it has a mixed online reputation thanks to so many worldwide cosmetics retailers having the word “Honest” in its name, not to mention the many spam sites containing the word “Honest.”

Verdict: Good products with strong credulity-free and anti-slavery policies. It’s only a shame they’re not more transparent about their eco activities, such as their carbon footprint, supply chain infinite, and so forth.

NYX Professional Makeup is certified by PETA as being cruelty free. They offer lower-mid to low prices that typically suit students, but they dabble with products for people of different ages, ethnicities, and even professions.

Verdict: A low-cost company that still offers pretty good products but is sadly let down by the customer service department.

This company created a fairly good range of exfoliating and skincare products, that are still popular today. Their other makeup brand cruelty-free products aren’t as exciting or as effective.

Verdict: The company as a whole isn’t forthcoming with the details of its internal workings, but it is cruelty free. They’re a strong choice for people interested in skin care.

This company produces safe, nonpolluting skincare products that are cruelty-free. Founded in 1996. In 2002, OSEA became the first company to sign “The Compact for Global Production of Safe Health and Beauty.”

Verdict: Though people have their own favorites, it’s their bath products that stand out. They’re a good company to choose if you’re interested in nonpolluting products.

Their cruelty-free policy is both real and proven, but their primary branding goal is to stock items that are completely free of irritants. Founded in 2006, this company is slowly growing.

Verdict: This company's slow rate of growth and its inability to penetrate online media means you should probably watch this company over the coming years to see if it flowers or flounders.

Founded fully in the early 2000s but based on work stemming back as far as 1937. This company offers good products at fair prices but has plenty of room for improvement on both on customer facing and systemic fronts.

Verdict: If you’re willing to dig around their website, you’ll find some brilliant products at very fair prices.

A small company that’s Leaping Bunny certified as cruelty free. It’s also certified as vegan, which is normally a very tough certificate to gain. However, it was easier for this this company because it has very few products.

Verdict: This is a very small company that has few products, most of which are unproven, with the exception of their bars of soap. These are almost magical when it comes to exfoliating body skin, especially if the user has ground-in dirt on their body.

Despite being in business for over 45 years, this company has a fairly small selection of products. But they don’t use artificial colors, flavors, fragrances or preservatives.

Verdict: If you’re looking for bath-time products that are derived from natural sources, then this is the company for you. If it does need to dramatically increase its stocks and its product effectiveness before it becomes a beloved company.

One of the newest companies on this list, W3LL People was founded in 2017. It offers mid-priced products to women aged 20+.

Verdict: Keep your eye on this company because they’re trying to curate their product line to stuff that works really well. As a result, they have a very small product line. If this company does well, then it may grow into a very competitive makeup brand cruelty-free company.

Here’s a company that’s cruelty-free and has hard-to-get certifications for being natural and organic. They’re also one of the most transparent when it comes to ingredients and business practices.

Verdict: A brilliant and very ethical company. The only downside is that you need to use their products frequently if you wish to feel their benefits.

Founded in 2006, this company targets younger women. It focuses on makeup cosmetics, and on products for blemish-prone skin.

Verdict: This company has been doing very well under the radar. It has even sneakily outsold L’Oréal in some areas. Their products are 95% natural and are effective for the most part.

The starting company behind Milani has been operating for 25 years. Their products, inspired by Milan fashion, are of a high-quality despite their slightly lower prices.

Verdict: This company offers some very good products at lower-mid to lower prices.

Founded in 2018, this is a very small company that has some room to grow. Their range is very limited, but the company is very good at online marketing, so they’re doing rather well.

Verdict: Like a company on auto-pilot, they have almost automated every element of their production. They don't even search out new ingredients, they simply ban unwanted/cruel ingredients (currently over 1,300) and tell their suppliers to do the substituting. Nevertheless, this company is cruelty-free and partially natural.

A very popular brand thanks to its intensive social media marketing. Their prices are very reasonable per unit, and their customization tools are near innovative since so few other cosmetic companies do it.

Verdict: The products being sold aren’t bad, but they’re better suited for heavy users. This is because their reasonably priced gift boxes contain a lot of makeup.

This is a very modern company that adopts cosmetics industry trends as par for the course. As a result, they offer products that are 100% vegan, cruelty free, and free from phthalates, parabens, nonylphenol ethoxylates, hydroquinone, triclosan and triclocarban.

Verdict: A good low-priced cosmetics company that offers ethical and safe products at a fairly low price. They’re also transparent about their China supply chain.

Founded in 1998, this company was born on the principle that people should be able to pick their own look. This brand is now sold in 30 different countries.

Verdict: A strong company that has plenty of international pull. It’s not an eco-friendly company, but it does work to ensure its products are not tested on animals.

Founded in the year 2000, this company is aiming for semi-affluent women in their early 20s. They often promote a hip, young, and stylish theme. They often run sales to as to not alienate young women who have a smaller income.

Verdict: This company offers ethical products for younger career women. Its products are aimed at a younger market, despite never being frivolous, bold or over the top in nature.

Originally built as a company that appeals to more affluent middle-aged women, this company has slowly opened its demographic a little to include younger women. Plus, they have lowered their prices several times so as to not alienate younger women.

Verdict: This company offers a very good product, but their online product examples can only be achieved if the product is applied very well by the user. Nevertheless, this is a good and ethical company with a great product line.

This company has dedicated itself to very low prices, and that is exactly what it delivers. Even its free shipping offer only requires a purchase of $25.

Verdict: This company isn’t eco-friendly, but it’s very wallet-friendly because it has some of the lowest prices of all the products on this list.

This brand started out around 20 years ago with the hopes of challenging the status quo within the prestige beauty market. Their hope was to bring new colors and styles into the mainstream market.

Verdict: There’s a big emphasis on invisible makeup, which is the sort of skin-colored makeup that’s supposed to fool people into thinking you’re not wearing makeup. They offer some great products for people interested in the natural look.

The company behind Becca is rather small and new. They have mastered the art of a great website but are struggling to keep up with larger and more powerful companies. This company has the potential for growth through its ability to be stocked by well-known companies.

Verdict: Despite its limited range, Becca has won awards, so perhaps keep an eye on this company. It has made its way into large and branded stores, so will probably be around for a long time.

Created by a photo studio in LA, the hope was that the company could create products that allow models to look flawless on photos. Its parent company is now Estée Lauder.

Verdict: This company has committed to being animal cruelty-free but is lagging behind a little in other eco areas. Nevertheless, this company is a fine option for people who want good products at reasonable price.

Here’s a company that’s doing most things right. Their loyalty program is fair, their products work well, and their prices are just right.

Verdict: In terms of eco-friendliness, this company is on the right track and even offer to recycle your product packaging for you. You also get loyalty points when you recycle your products.

With a range of mid- to high-priced cruelty-free products, this company pulls in customers from all over the world. Their products aren’t bad, but they’re not world beaters either.

Verdict: This company is worth a try because their products don’t contain essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, or SLS.

Founded in 1995, this company expanded quite a bit in the late-90s. The brand is all about having fun while remaining 100% vegetarian.

Verdict: Despite hiding their light a little, this company is actually very ethical and very eco-friendly. Plus, despite the occasional rise in price, they still offer good value for money.

Jumping on the Rihanna trend from the 00s, this company started creating matte products that they thought matched her brand and has evolved slowly ever since.

Verdict: Fenty Beauty is an unremarkable company. They’re not doing very much right or wrong. Still, they have a fairly large following, so they’ll probably be around for a long time.

The underlying brand principle is, “Small prices and small portions.” Their website is littered with very low-priced items, if the amount you get for your money isn’t always as much as it seems.

Verdict: This company keeps it simple and isn't afraid to be honest. It needs a few lessons in recycling but is otherwise a fantastic company that has a brilliant online reputation.

Started in 2008, the company started out with the philosophy of natural products and has slowly moved towards that goal over the last ten years. They now feature many products with 100% natural ingredients.

Verdict: Yet another company that posts honest reviews on its own website, even if they are scathing. The products on offer are well above average and are deserving of their slightly inflated price tags.