A high percentage of female consumers in the U.S. reported they would very likely stop purchasing from their favorite brand if it tested on animals.
That is why the cruelty-free makeup market is growing, as the report valued the market at $14.84 billion in 2025 and projects it will reach $23.54 billion by 2030, with a CAGR of 6.8%.
There are many brands that prefer cruelty-free methods of manufacturing products. It means that they don’t harm animals in any way while making their products. Besides this, these brands are also known to use fewer levels of chemicals in their products compared to other brands.
This is the reason why these brands have become the first choice of slow fashion promoters. If you’re looking for such brands, you’re at the right place. In this article, I am going to discuss the top 10 cruelty-free makeup brands that are worth every penny.
What Does Cruelty-Free Really Mean?
Cruelty-free means that a product and its ingredients were not tested on animals at any stage of development. It also means the brand does not allow animal testing, even if required by law in certain countries.
But the term “cruelty-free” isn’t legally regulated, so brands can make claims without following strict standards unless they’re certified by trusted third parties.
Cruelty-Free ≠ Vegan
- Cruelty-Free: Not tested on animals
- Vegan: Does not contain any animal-derived ingredients (e.g., beeswax, carmine, lanolin)
A product can be one but not the other. For example:
- A product might be cruelty-free but still contain animal-based ingredients.
- A product might be vegan but still tested on animals (not cruelty-free).
10 Best Cruelty Free Makeup Brands
1. e.l.f
- Launch year: 2004
- Founder: Joseph Shamah & Scott Vincent Borba
- Best Products: Power Grip Primer, Halo Glow Liquid Filter
e.l.f is one of the biggest makeup brands in the market that focuses on cruelty-free means of making products. The material they use in the products is completely vegan.
It means that most items used in makeup come from vegan sources. The brand is famous for offering a range of different products. You can buy skincare items, makeup items, and beauty tools from this brand. Its quality is pretty amazing as well, which means you won’t regret spending money on it. It can be considered one of the most affordable cruelty free makeup brands to some extent.
2. Urban Decay
- Launch year: 1996
- Founder: Sandy Lerner & Wende Zomnir
- Best Products: Naked Eyeshadow Palettes, All Nighter Setting Spray
Urban Decay has gained a lot of popularity in the market for being a completely cruelty-free makeup brand. It is famous for its high-quality products. The brand does not shy away from being bold and introducing amazing product lines every now and then.
It is one of those vegan cruelty free makeup brands that are certified by PETA. It does not involve the use of animals in the making of products. Besides this, it does not even test its products on animals. As for the product range, you can buy almost any type of makeup or skincare product from here.
3. Tarte Cosmetics
- Launch year: 2000
- Founder: Maureen Kelly
- Best Products: Shape Tape Concealer, Amazonian Clay Blush
Tarte Cosmetics is another one of the best cruelty free makeup brands. It uses 100% vegan materials to create its products. The brand has been in the industry for more than two decades now.
During this time, it has released different product lines for makeup lovers. The range of its products is truly exceptional. You can purchase things like foundations, concealers, blushes, etc., from here. The brand’s quality is pretty amazing as well. Its products are known for being long-lasting and skin-friendly.
4. Too Faced
- Launch year: 1998
- Founder: Jerrod Blandino & Jeremy Johnson
- Best Products: Born This Way Foundation
Too Faced is a famous brand known for its cruelty-free approach to manufacturing products. Over the years, the brand has created a very authentic image in the industry. Besides being authentic and cruelty-free, it is also famous for being a fun brand.
It uses attractive and fun packaging for its products. Besides this, Too Faced markets its products in a fun as well as authentic way. It’s a perfect pick for people who like playful brands that are also conscious about animal cruelty.
5. Fenty Beauty
- Launch year: 2017
- Founder: Rihanna
- Best Products: Pro Filt’r Foundation, Gloss Bomb Lip Luminizer
Fenty Beauty is a great pick for people who are looking for a wide range of beauty products. This brand was launched by Rihanna and is considered to be 100% cruelty-free. The Hollywood icon Rihanna created this brand back in 2017.
The main purpose of Fenty Beauty is to provide high-quality products to customers while keeping both the animals safe. Fenty Beauty comes with a range of high-quality beauty products. Fashion lovers can find products that are perfectly suitable for their skin in order to elevate their looks.
6. Glossier
- Launch year: 2014
- Founder: Emily Weiss
- Best Products: Boy Brow, Milky Jelly Cleanser
Glossier is one of the biggest makeup brands working in the market. It is famous for its authentic products that are designed for different types of skin. Glossier is a certified cruelty-free brand and does not harm animals during its manufacturing procedures.
Glossier was launched by a successful beauty blogger, Emily Weiss. Emily used to run her beauty blog “Into The Gloss”. Later on, she focused her expertise towards creating Glossier and giving people the best cruelty-free makeup products available in the market.
7. Hourglass
- Launch year: 2004
- Founder: Carisa Janes
- Best Products: Ambient Lighting Powder, Veil Mineral Primer
Hourglass is a perfect pick for anyone looking for a makeup brand that contributes to society. Since its launch, the brand has prided itself on being an authentic, cruelty-free company. It focuses on creating products in advanced ways without harming animals. Besides this, the company donates its 1% annual profit to the Nonhuman Rights Project.
Despite being a vegan brand, Hourglass doesn’t ignore quality. It uses advanced formulas to create high-quality products. This is the reason why it is available in 32 different countries around the world.
8. Charlotte Tilbury
- Launch year: 2013
- Founder: Charlotte Tilbury
- Best Products: Pillow Talk Lipstick, Magic Cream
If you’re looking for a luxury, cruelty-free makeup brand, Charlotte Tilbury is the right pick for you. This brand is created by celebrity makeup artist Charlotte Tilbury herself. It means all of its products are made with proper expert knowledge.
This makeup brand is of a luxury level. Most of the celebrities and makeup artists use Charlotte Tilbury products. The brand has a huge range of beauty products. Besides makeup items, Charlotte Tilbury also creates fragrances that are of a high quality.
9. Milk Makeup
- Launch year: 2016
- Founder: Georgie Greville, Mazdack Rassi, and Zanna Roberts Rassi
- Best Products: Hydro Grip Primer, Cooling Water Stick
Milk Makeup is another one of the animal cruelty free makeup brands that is worth every penny. It is a certified brand and does not harm animals in product manufacturing in any way. Milk Makeup’s Hydro Grip Primer became an instant hit and was declared one of the most viral primers on TikTok.
They range from primers to mascaras. However, their professional and certified staff members designs their products. Some of its bestsellers include hydro grip primer and cooling water. This brand’s products are worth and ideal for people who prefer high-quality products.
10. KVD Beauty
- Launch year: 2008
- Founder: Kate Von D
- Best Products: Lock-It Foundation, Everlasting Liquid Lipstick
Last but not least, KVD Beauty is another top brand famous for its cruelty-free approach. It is mainly famous for selling high-quality eyeliners and foundations. Besides this, it also has a range of other beauty products, including lipsticks.
The best thing about KVD Beauty is its purpose behind product manufacturing. The brand focuses on creativity as well as ethical values. It is a perfect pick for people who prefer wearing high-quality, bold makeup in a completely cruelty-free way.
Pro Tips to Check a Brand is Cruelty-Free
If you’re unsure whether a brand is truly cruelty-free, check:
These platforms maintain verified cruelty-free brand lists.
Cruelty-Free Certifications to Trust
| Logo | Organization | What It Means |
|---|---|---|
| 🐰 | Leaping Bunny | Gold standard: covers brands, suppliers, ingredients, and requires audits |
| 🐰 | PETA’s Beauty Without Bunnies | Self-certification; less strict, but still a trusted indicator |
| 🐨 | Choose Cruelty-Free (CCF) (Australia) | For Australian brands; very strict standards |
Final Summary
Due to public awareness, many people are preferring cruelty-free makeup brands. The discussed names are some of the best brands in this regard. They are known for manufacturing products without harming animals in any way. Their product quality is pretty amazing as well. Each item is lasting and skin-friendly.
Any person who prefers companies that do not have a bad impact on the environment can consider shopping from these brands. Their quality products will convince you that every penny you spend on them is worth it.
People Also Ask
No. L’Oréal is not considered a completely cruelty-free brand.
Different makeup brands manufacture cruelty-free lipsticks. Some of the major ones include Urban Decay and Too Faced.
There are many cruelty-free makeup brands working in the market. Urban Decay, Too Faced, and e.l.f., are some of the top ones.
Yes. Huda Beauty is considered to be a cruelty-free brand.
Yes. Rihanna launched Fenty Beauty, and now she co-owns it.
About Author
Loraine Couturier is a passionate lifestyle writer at WiseToast, sharing insights on fashion, beauty, wellness, and balanced living. She is interested in investigating habits that nurture both body and mind, she inspires readers to create meaningful daily living with style. Her engaging content blends practical advice with positivity to live with intention, confidence, and joy.
