cruelty free makeup

10 Cruelty Free Makeup Brands You Need to Try

Animal testing has historically been used in the cosmetics industry to see how ingredients and products affect humans. However, in recent years, the practice of animal testing has become highly criticized and scrutinized, and we are seeing an emphasis now being placed on cruelty free makeup. In fact, it is a competitive differentiator that many cruelty free makeup brands now tout very prominently on their websites and packaging.

California is Close to Banning Animal Testing for Cosmetics

If you’re one of the lucky people to live in California, then you probably know that that state recently passed a bill to ban the sale of products that have been tested on animals starting in 2020. If signed into law it will likely start a movement in other states, as well.  However, you don’t need to wait until 2020 to start buying from makeup brands that are cruelty free as there are many cosmetic companies that are already cruelty free and even vegan.

Cruelty Free Makeup Brands to Check Out Now

Here are ten makeup brands that are not only cruelty free, but are known for their colors, cheeky designs and quality ingredients.

1. Kat Von D Beauty

Kat Von D Beauty was created by vegan and animal activist Kat Von D. As a result, her cosmetic brand is not only 100% cruelty free but also 100% vegan. Kat Von D Beauty is most known for it’s collection of Tattoo Eyeliners that provide 24-hour wearability and are waterproof. In addition, Kat Von D is the creator of the only liquid liner that is made for inside the lash line.

Besides her eyeliners, she also is well known for her Everlasting Liquid Lipsticks which offer high intensity color in a long-wear formula that does not budge. Her most popular shade being Lolita which is flattering for almost every skin tone. Kat Von D also recently released a collection of Everlasting Liquid Lipsticks to benefit Farm Sanctuary, an organization committed to ending farm animal cruelty

2. Tarte

Tarte Cosmetics was started in 2000 with an emphasis on naturally derived ingredients. Tarte is known for its Amazonian Clay Foundation that is not only vegan but high performing with 12-hour wear, and it comes in 40 shades. Tarte works with cooperatives in the rainforest to ensure ingredients are sustainably sourced.

Tarte Cosmetics is also known for it’s cheeky designs which are just the cutest! Check out the Lets Flamingo Blush Set which is 100% vegan.

Also, try their Blush 101 Amazonian Clay Blush Palette, which included 8 blushes, 1 bronzer and 1 highlight. These would be so cute to pull out of your makeup bag!

Tarte also works with organizations such as Sea Turtle Conservatory, Habitat for Humanity, March of Dimes and Step Up so you can feel good about your purchase!

3. Charlotte Tilbury

Charlotte Tilbury created this cosmetic brand with the goal of inspiring women to feel beautiful, powerful and sexy with the use of makeup as one way to achieve this. Some of her best sellers include the Magic Cream moisturizer. With hyaluronic acid and anti-aging BioNymph Peptide Complex, it revives tired and dull skin instantly.

One of my favorite part about shopping on Charlotte Tilbury is her beauty finders. With the website’s easy-to-use Lipstick Finder, you can discover the perfect lipstick match, tailored to your skin tone and preferred finish.  And with her Foundation Finder, you can easily find your perfect foundation tailored to your skin needs, coverage and skin tone.

4. Too Faced

Too Faced Cosmetics was created by Jerrod Blandino and Jeremy Johnson and has become known for it’s innovative and cruelty free makeup. Their best sellers include the Clover Eyeshadow Palette. This limited edition eye shadow collection features 18 brand new matte and shimmer shades. Another best seller is the Natural Eyes Neutral Eyeshadow Collection which includes nine coconut butter-infused matte, pearl, and sparkle shadows in one palette.

Too Faced also has a number of 100% vegan cosmetics which you can shop here.

5. Hourglass

Hourglass Cosmetics was started in 2004 by Carisa Janes as a luxury cosmetics brand with a focus on active ingredients and exceptional functionality. Hourglass products are free from parabens and sulfates, predominantly vegan and never tested on animals. One of the most popular products from this brand includes the Veil Mineral Primer which has 400+ reviews on Nordstrom and 5,000+ reviews on Sephora. It’s an oil-free primer with a silky texture that leaves a smooth canvas for makeup, while reducing the look of redness, pores, and wrinkles. Another fan favorite is the Veil Translucent Setting Powder. This setting powder is ultra-refined and formulated with light-reflecting particles to blur imperfections.

While not all of it’s cosmetics can make the claim as vegan, Hourglass Cosmetics does carry a pretty large line of vegan products.

6. Urban Decay

Urban Decay is known for it’s commitment to cruelty free makeup and calls for the end of animal testing in general.  Additionally, the brand requires their suppliers to certify that the raw materials used in the manufacture of their products are not tested on animals. Urban Decay is certified by PETA as cruelty-free. The Naked Palette Collections by Urban Decay are a cult favorite and come in several editions. This collection features a neutral palette for every look—from bronze to taupe, rose to smoky, matte to shimmer, and everything in between. Every shade features UD’s Pigment Infusion System™, a vehicle for color that holds tightly to pigment and gives the formula its glide.

7. Bite Beauty

Bite Beauty is cruelty-free and Leaping Bunny certified. Bite Beauty is a boutique brand that solely creates products for the lips. Fan favorites include the Agave Lip Mask for succulent lips. Bite Beauty’s intensive nightly recovery lip mask is handcrafted with agave nectar and jojoba oil to hydrate and improve the texture of lips so they’re healthier-looking, soothed, and softer. Bite Beauty’s Agave Sugar Lip Scrub cleanses, exfoliates, and conditions lips with raw brown sugar, pineapple enzymes and exotic oils. Bite Beauty also offer Lip Labs in select cities where you can create your own customized lip color.

8. Laura Mercier

Laura Mercier was founded in 1996 and is famous for her “flawless face.” Laura Mercier’s collection includes makeup, skin care and fragrance, with a focus on natural beauty. The Laura Mercier collection has numerous cult favorites. One of my favorite products from Laura Mercier is their Lip Glace.

9. Smashbox

Smashbox was a beauty brand born out of a real photo studio—the legendary Smashbox Studios in L.A. Their Step-By-Step Contour Kit is a user-friendly contouring kit that teaches you how to sculpt and shape your face. Each palette has three shades for defining, bronzing, and highlighting. I am also a huge fan of their Photo Finish Primer Water. This 3-in-1 face primer and makeup setting spray hydrates, preps and refreshes skin.

10. NYX

NYX Professional Makeup is certified and acknowledged by PETA as a cruelty free makeup brand and is very inexpensive. For example, their #THISISEVERYTHING Lip Oil is an online exclusive that drizzles your pout with the perfect amount of shine. This luxurious lippie is infused with a rich blend of oils – including almond, avocado, rosehip, and jojoba – and features a soft vanilla-cherry blossom scent and is reasonably priced at only $5.99.

Buy Cruelty Free Makeup Now!

The best part of all these cruelty free cosmetic brands is that they all offer a risk-free buying experience with free returns.  So if you don’t like any of the products, even if you have opened and tried them, you can still return them no questions asked. Use the links above for the stores that offer this policy. Have fun trying some new products, knowing no animals have been tested on!

Let me know in the comments what are your favorite cruelty products from these brands.

You may also enjoy reading:

Ultimate Guide to Vegan and Cruelty-Free Make-up & Skincare Brands


  1. I don’t use makeup as I used to do only on weekends, because I work from home full-time. Thanks for sharing this wonderful and informative post

  2. Hello,

    I am slowly getting into makeup and I’m vegan, so this post is really helpful. I love the style of the items, but the one that caught my eye was Tarte.

  3. I love how easily accessible these brands are! I feel as though when I tried to research and buy vegan, curelty-free makeup just a few short years ago I had a much harder time finding things!

    1. I agree. There’s so many more vegan and cruelty free brands now!

  4. This is an awesome roundup! I’ve been interested in trying Tarte cosmetics for a while, especially since they’re gluten-free as well.

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