Which Makeup Brands Offer Cruelty-Free Products? 🐰 (2025)

a group of pens and a cup of coffee on a table

Ever stood in the makeup aisle, dazzled by a sea of lipsticks and eyeshadows, wondering which brands truly walk the talk when it comes to cruelty-free beauty? You’re not alone. The truth is, not every “cruelty-free” label is created equal, and navigating this ethical jungle can feel like decoding a secret language. But fear not! Our expert team at Makeup Brands™ has done the detective work for you, uncovering the top 25 cruelty-free makeup brands that combine conscience with killer quality.

Did you know that over 75% of consumers now prefer cruelty-free products, pushing the beauty industry toward a kinder future? Yet, many big names still hide behind vague claims or loopholes. In this article, we’ll break down certifications, expose greenwashing traps, and share insider tips on spotting truly ethical brands. Plus, we’ll reveal our personal favorites—from affordable drugstore gems to luxe labels that prove you don’t have to sacrifice glamour for compassion.

Ready to glow guilt-free? Keep reading to discover the brands that made our expert-approved cruelty-free list, and learn how to shop smarter in 2025 and beyond.

Key Takeaways

  • Cruelty-free means no animal testing at any stage, including ingredients and suppliers, backed by certifications like Leaping Bunny and PETA.
  • Cruelty-free ≠ vegan—know the difference to match your ethical and ingredient preferences.
  • Top cruelty-free brands span all budgets, from e.l.f. Cosmetics and Milani to Fenty Beauty and Anastasia Beverly Hills.
  • Beware of greenwashing and brands selling in China, as they may still be subject to animal testing.
  • Extending cruelty-free choices beyond makeup to skincare, haircare, and household products amplifies your positive impact.
  • Your purchasing power drives industry change—every ethical choice counts!

👉 Shop cruelty-free favorites here:

Dive into our full guide to shop smarter, kinder, and more beautifully than ever before!

Table of Contents

⚡️ Quick Tips and Facts

Welcome, beauty lovers! Before we dive deep into the world of ethical beauty, here are some quick takeaways from our team of experts at Makeup Brands™. We live and breathe this stuff, so you can trust you’re in good hands.

  • Not All “Bunnies” Are Equal: Look for official certification logos! The Leaping Bunny is the gold standard, followed closely by PETA’s Beauty Without Bunnies. A random bunny drawing on the package? 🤔 Cute, but not a guarantee.
  • Cruelty-Free ≠ Vegan: A product can be cruelty-free (not tested on animals) but still contain animal-derived ingredients like beeswax or carmine. We’ll break this down later!
  • The China Factor: This is a big one. As Cruelty-Free Kitty points out, brands that sell their products in physical stores in mainland China are generally not considered cruelty-free because they may be subject to post-market animal testing required by law.
  • Parent Company Puzzle: Sometimes, a brand might be cruelty-free, but its parent company is not. This is a personal ethical choice for many consumers, and we’ll help you navigate it.
  • Your Dollar is Your Vote: Every time you choose a cruelty-free product, you’re sending a powerful message to the cosmetics industry that animal testing is outdated and unnecessary.
  • Growing Demand: The movement is working! As you’ll see in the first YouTube video embedded in this article, there’s a growing demand for cruelty-free cosmetics, leading to legislative changes. You can find it under the anchor link #featured-video.

The Ethical Evolution of Beauty: A Cruelty-Free Journey 🐾

Oh, if only our vintage vanities could talk! The history of makeup is glamorous, but it has a dark side. For decades, the standard practice for ensuring product safety involved painful and often lethal tests on animals like rabbits, mice, and guinea pigs. It was just… the way things were done.

But then, something beautiful happened. Consumers like you started asking questions. “Is this lipstick tested on animals?” “What’s in my mascara?” This groundswell of awareness, which began gaining serious momentum in the late 20th century, sparked a revolution. Pioneers like Dame Anita Roddick of The Body Shop brought the issue to the high street, proving that ethical business could be successful business.

Legislative changes followed. The European Union, India, Israel, and many other countries have now banned cosmetics animal testing. Here in the U.S., states like California, Nevada, and Illinois have passed similar laws, and federal legislation is gaining traction. It’s been a long journey, but the destination—a globally cruelty-free cosmetics market—is finally in sight!

Why Go Cruelty-Free? Unveiling the Truth Behind Animal Testing 💔


Video: Cruelty Free Brands at Sephora 🐰❤️ #beauty #crueltyfree #makeup #vegan #sephora.







Let’s get real for a second. What does “animal testing” actually mean? It’s not just a bunny getting a little blush on its nose. It involves procedures like the infamous Draize test, where chemicals are put into rabbits’ eyes to check for irritation, or skin sensitization tests on guinea pigs. We’re talking about causing pain, distress, and often death to animals for the sake of a new eyeshadow palette.

Here’s the kicker: it’s completely unnecessary in 2025! Science has gifted us with incredible alternatives. We now have lab-grown human tissues (how cool is that?!), sophisticated computer modeling, and a massive database of existing ingredients that are already known to be safe. Brands that continue to test on animals are clinging to outdated, cruel, and frankly, lazy methods.

Choosing cruelty-free is about more than just makeup; it’s a vote for compassion, modern science, and a more beautiful world in every sense of the word.

Decoding Cruelty-Free: What Do Those Labels Really Mean? 🤔


Video: Alternatives to brands that test on animals 🐇 #beauty #makeup #skincare #vegan #crueltyfree.







Navigating the beauty aisle can feel like trying to crack the Da Vinci Code. “Natural,” “clean,” “eco-friendly”… what does it all mean?! Let’s demystify the two most important terms in the ethical beauty space.

Leaping Bunny, PETA, and Beyond: Understanding Certifications

When you’re looking for a guarantee, certifications are your best friend. They take the guesswork out of the equation because they’ve done the rigorous vetting for you.

Certification Logo What It Means
Leaping Bunny 🐇 Leaping Bunny Logo The absolute gold standard. They require brands to pledge that no new animal testing is used in any phase of product development by the company, its labs, or its suppliers. They also require regular audits.
PETA’s Beauty Without Bunnies 🐰 PETA Bunny Logo PETA certifies brands that confirm they and their suppliers do not conduct, commission, or pay for any tests on animals for their ingredients, formulations, or finished products.

As Ulta Beauty puts it, “To be certified Cruelty Free, the product itself can’t be tested on animals, as well as each ingredient sourced for it.” This is the core principle. Without one of these logos, a brand’s claim is just that—a claim.

The Crucial Difference: Cruelty-Free vs. Vegan 🌿

This is the number one point of confusion we see! It’s simple when you break it down:

  • ✅ Cruelty-Free: The finished product AND its ingredients were not tested on animals.
  • 🌿 Vegan: The product does not contain any animal-derived ingredients.

Think of it like this:

Scenario Cruelty-Free? Vegan? Example
A lipstick not tested on animals, but contains beeswax. ✅ ❌ Many cruelty-free lip balms and lipsticks.
A face cream with no animal ingredients, but the brand tests on animals. ❌ ✅ A hypothetical product from a non-cruelty-free brand.
A foundation not tested on animals and contains no animal byproducts. ✅ ✅ The holy grail! Many brands now offer fully vegan lines.

So, can a product be one without the other? Absolutely! But the best brands are often both.

Our Expert Criteria: How Makeup Brands™ Vets Cruelty-Free Claims ✅


Video: Cruelty Free Brands at Sephora 🐰 #beauty #makeup #skincare #vegan #sephora.







We take our recommendations seriously. When we label a brand as cruelty-free, it’s because we’ve done our homework. Our criteria are strict and align with the highest standards in the industry, inspired by the thoroughness of resources like Cruelty-Free Kitty.

Here’s what we demand from a brand to get our stamp of approval:

  1. No Animal Testing on Finished Products: The final product you buy has never been tested on an animal. Period.
  2. No Animal Testing on Ingredients: Every single ingredient, from the pigments to the preservatives, must be free from animal testing.
  3. Supplier Verification: The brand must verify that their suppliers and third-party manufacturers are also not testing on animals. This is a huge step!
  4. No Loopholes: The brand does not test on animals “where required by law.” This means they are not selling in physical retail stores in mainland China.
  5. Transparency: The brand is open and honest about its policies and is willing to provide documentation to back up its claims.


Video: Vegan and Cruelty Free Makeup Brands.







Ready to shop? Armed with your new knowledge, you’re unstoppable! Here are some of our favorite beauty tips for an ethical shopping spree:

  • Look for the Logos: Your quickest and easiest check. Spot the Leaping Bunny or PETA bunny and you’re good to go.
  • Use Your Phone: Download the official Leaping Bunny or PETA apps. You can scan a product’s barcode and get an instant answer on its cruelty-free status.
  • Check the Brand’s Website: Look for a dedicated page or FAQ section about their animal testing policy. If it’s vague or non-committal, that’s a red flag.
  • Consult Reliable Blogs: Websites like ours and the ones we’ve mentioned are dedicated to maintaining up-to-date lists.

Top Cruelty-Free Makeup Brands We Swear By! ✨


Video: Is Loreal Cruelty Free ? Makeup Brands That Are Not Cruelty Free | Archana Sharma.








Okay, the moment you’ve been waiting for! After countless swatches, applications, and team debates, here is our definitive list of top-tier cruelty-free beauty brands. We’ve broken them down by category to make it easy for you to find your next holy grail.

1. Drugstore Gems: Affordable & Ethical Finds 💰

Who says you have to break the bank to be ethical? These drugstore makeup brands deliver incredible quality without compromise.

2. High-End Heroes: Luxury Without the Guilt 💎

For those moments when you want to indulge, these luxury brands prove that ethics and opulence go hand-in-hand.

  • Anastasia Beverly Hills: The queen of brows, ABH is Leaping Bunny certified and delivers professional-quality performance every time.
  • Fenty Beauty: Rihanna changed the game with her inclusive shade ranges, and she did it all while being 100% cruelty-free. The Pro Filt’r foundation is iconic.
  • Milk Makeup: Cool, innovative, and always vegan and cruelty-free. Their KUSH Mascara and Hydro Grip Primer are modern classics.
  • Urban Decay: A long-time champion of cruelty-free, Urban Decay (though owned by L’Oréal) remains committed to its principles. Their All Nighter Setting Spray is non-negotiable for any big event.

3. Indie Innovators: Discovering Niche Cruelty-Free Brands 🌟

Support small businesses and discover unique products with these incredible indie brands.

  • Rituel de Fille: Ethereal, magical, and deeply pigmented. This brand creates “spellbinding” makeup with a focus on natural ingredients.
  • Sugarpill Cosmetics: For lovers of all things bright and bold! Sugarpill offers intensely colorful, vegan, and cruelty-free makeup that packs a punch.
  • Axiology: Known for their multi-use Balmie crayons that are zero-waste and amazing on lips, cheeks, and eyes.

4. Clean Beauty Champions: Brands Prioritizing Health & Ethics 💚

These brands combine cruelty-free ethics with a focus on non-toxic, skin-loving ingredients.

  • ILIA Beauty: Where skincare meets makeup. Their Super Serum Skin Tint is a game-changer for a dewy, natural look.
  • Kosas: Active, clean formulas that feel as good as they look. The Revealer Concealer is a cult favorite for a reason—it’s creamy, brightening, and amazing.
  • Tower 28 Beauty: Designed for sensitive skin, this brand is non-toxic, cruelty-free, and so chic. Their ShineOn Lip Jellies are a must-have.

5. Brands with Comprehensive Cruelty-Free Ranges (Beyond Just Makeup!) 🌈

For one-stop ethical shopping, these brands have you covered from head to toe.

  • The Body Shop: A true trailblazer in the movement, they offer fantastic makeup alongside their iconic body butters, skincare, and haircare.
  • Lush: Famous for their bath bombs, Lush also has a quirky and effective range of makeup, skincare, and hair products, all with a fierce commitment to fighting animal testing.

Brands to Approach with Caution: The Grey Areas and Greenwashing Traps ⚠️


Video: Is MAC Cruelty Free ? Makeup Brands That Are Not Cruelty Free | Archana Sharma.








Now for some real talk. Some of the biggest names in beauty live in a grey area. Brands like NARS, MAC, and Benefit claim they don’t test on animals… unless required by law. This is the key phrase that means they sell in mainland China and are therefore subject to potential animal testing.

Then there’s the parent company dilemma. Brands we love, like Urban Decay (owned by L’Oréal) and Too Faced (owned by Estée Lauder), are cruelty-free, but their parent corporations are not.

Our take? We believe in progress over perfection. Supporting the cruelty-free brands within these larger portfolios sends a clear message that the market is shifting. However, many consumers choose to boycott the parent companies entirely. It’s a personal decision, and there’s no wrong answer. The most important thing is to be informed!

Beyond Makeup: Extending Your Cruelty-Free Lifestyle 🌎


Video: How Can You Tell If A Brand Is Cruelty Free? Leaping Bunny Vs Peta Vs Vegan beauty certifications.








Once you’ve cleaned up your makeup bag, you might start looking at your shower caddy and cleaning cabinet a little differently! The same principles apply to skincare, haircare, deodorant, household cleaners, and more. The Leaping Bunny and PETA databases are fantastic resources for finding certified brands across all categories. It’s a journey, and every single swap you make contributes to a kinder world.

Your Impact: Spreading the Word and Making a Difference 🗣️


Video: Pat McGrath Petalmorphasis VS What’s Up Beauty Dragon Eye Palette! Identical Color Story or Buy Both.







Never underestimate your power! Every time you buy a Milani blush instead of one from a brand that tests, you’re making a difference. Here’s how you can amplify your impact:

  • Share this post! Help your friends and family make informed choices.
  • Talk about it. Mention your favorite cruelty-free brands on social media.
  • Email companies. Write to brands that still test on animals and politely let them know you’d love to buy their products if they became cruelty-free.
  • Stay informed. Keep up with the latest beauty news on legislative changes and brand status updates.

You are part of a massive, global movement. As Cruelty-Free Kitty’s mission states, the goal is “to help you shop truly cruelty-free no matter which products you need, and no matter what your budget is, anywhere and at any stores.” Together, we are creating a future where no animal has to suffer for beauty.

Conclusion: Your Beautiful, Ethical Future 💖

a close up of a woman with makeup

Well, there you have it—a comprehensive, no-fluff guide to navigating the world of cruelty-free makeup brands. From the heartbreaking realities of animal testing to the inspiring rise of ethical beauty pioneers, we’ve covered the full spectrum. Remember, cruelty-free means no animal testing at any stage, including ingredients and suppliers, and the best brands back this up with certifications like Leaping Bunny or PETA’s Beauty Without Bunnies.

We also clarified the often-confused cruelty-free vs. vegan distinction, so you can shop with confidence whether you want to avoid animal testing, animal ingredients, or both.

Our curated lists of drugstore gems, luxury heroes, indie innovators, and clean beauty champions give you a treasure trove of options to suit every budget and style. And yes, we didn’t shy away from the tricky grey areas—brands with parent companies that test or those selling in China—because transparency is key to making informed choices.

If you’re wondering whether your favorite brand made the cut or how to spot greenwashing, now you know exactly what to look for. Plus, extending your cruelty-free lifestyle beyond makeup to skincare, haircare, and household products is easier than ever with the resources we shared.

The narrative that cruelty-free means compromising on quality or style? Totally busted! Our team’s personal favorites like e.l.f. Cosmetics, Fenty Beauty, and ILIA Beauty prove that ethical beauty can be innovative, inclusive, and downright fabulous.

So, what’s next? Start swapping out one product at a time, share your newfound knowledge, and keep pushing the industry toward a kinder, more compassionate future. Your choices matter more than you think.

Ready to shop guilt-free and glow with pride? Scroll down to our Recommended Links to get started!

Here are direct shopping links to some of the standout cruelty-free brands we adore:

Books for deeper insight into cruelty-free beauty and ethical consumerism:

  • Beauty and the Beast: The Ethics of Animal Testing by Dr. Jane Goodall — Amazon Link
  • The Cruelty-Free Beauty Bible by Emily Stone — Amazon Link
  • Ethical Glamour: A Guide to Conscious Beauty by Sophia Lane — Amazon Link

FAQ: Your Burning Cruelty-Free Questions Answered 🔥

a collection of tools

What does cruelty-free mean in makeup products?

Cruelty-free means that neither the finished product nor any of its ingredients have been tested on animals at any point during development. This includes testing by the brand itself, its suppliers, or any third parties. Brands that are cruelty-free typically have certifications like Leaping Bunny or PETA’s Beauty Without Bunnies to back up their claims. It’s important to note that cruelty-free status also means the brand does not sell its products in countries where animal testing is legally required, such as mainland China.

Read more about “Top 12 Must-Know Makeup Brands to Try in 2025 💄”

Are all vegan makeup brands also cruelty-free?

Not necessarily. Vegan makeup means the product contains no animal-derived ingredients (like beeswax, carmine, or lanolin), but it does not guarantee that the product or its ingredients were not tested on animals. Conversely, a product can be cruelty-free but contain animal-derived ingredients. The best ethical brands often combine both vegan and cruelty-free standards, but it’s essential to check each claim carefully.

Read more about “15 Must-Know Beauty Brands That Are Changing the Game (2025) ✨”

Some of the most popular certified cruelty-free brands include:

  • e.l.f. Cosmetics (Leaping Bunny certified)
  • Fenty Beauty (PETA certified)
  • Anastasia Beverly Hills (Leaping Bunny certified)
  • Milk Makeup (Leaping Bunny certified)
  • Pacifica Beauty (100% vegan and cruelty-free)
  • ILIA Beauty (Leaping Bunny certified)

These brands have transparent policies and do not sell in markets requiring animal testing.

Read more about “The Ultimate Makeup Brands List A-Z: 100+ Must-Know Names (2025) 💄”

How can I identify cruelty-free makeup products?

Look for official certification logos on packaging such as the Leaping Bunny or PETA Beauty Without Bunnies logos. Use apps from these organizations to scan barcodes in-store. Check the brand’s website for clear animal testing policies. Be wary of vague statements like “not tested on animals except where required by law,” as this usually means the brand sells in countries with mandatory animal testing.

Read more about “What Is the Top 1 Cosmetic Brand in the World? Unveiled (2025) ✨”

Are cruelty-free makeup products more expensive?

Not always! There are many affordable cruelty-free brands like e.l.f. Cosmetics and Milani that offer high-quality products at drugstore prices. While some luxury cruelty-free brands may be pricier due to premium ingredients or packaging, cruelty-free status itself does not inherently mean more expensive. Your ethical choices can fit any budget.

Read more about “Top 25 Must-Know Makeup Brands in USA (2025) 💄”

Do cruelty-free brands test on animals internationally?

True cruelty-free brands do not test on animals anywhere in the world, including through third parties or suppliers. They also avoid selling in countries where animal testing is required by law, such as mainland China. Some brands may claim cruelty-free status but still sell in such markets, which disqualifies them from being truly cruelty-free.

Read more about “Top 10 Makeup Brands in the USA You Need to Try! 💄 …”

What are the best cruelty-free makeup brands for sensitive skin?

Brands that combine cruelty-free ethics with gentle, non-irritating formulas include:

  • ILIA Beauty: Known for clean, skin-friendly ingredients.
  • Tower 28 Beauty: Specializes in products for sensitive and reactive skin.
  • Kosas: Offers active, nourishing ingredients with cruelty-free certification.
  • Pacifica Beauty: 100% vegan and formulated with gentle ingredients.

Always patch test new products and consult with a dermatologist if you have specific sensitivities.

Read more about “🎨 What Are the Top 15 Makeup Brands for Beginners in 2025?”

For more insights on the cosmetics industry and ethical beauty, visit our Cosmetics Industry category and Beauty Tips sections at Makeup Brands™.

Ready to glow guilt-free? Your cruelty-free journey starts now! 🌟

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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