The Rise of Cruelty-Free Beauty: More Than a Trend
Cruelty-free is no longer niche; it’s the new normal for conscious consumers. In 2025, more shoppers are prioritizing brands that don’t test on animals—and luckily, they no longer have to compromise on performance, pigment, or staying power.
Brands are now being held accountable by certifications like Leaping Bunny and PETA. But beyond the label, we asked: Do they actually deliver professional-level results?
Let’s break down the top 10 that earn their spot.
1. e.l.f. Cosmetics
One of the most affordable cruelty-free brands on the market, e.l.f. is proof that high-performance doesn’t have to come with a high price tag.
- 100% cruelty-free and vegan
- Excellent pigmentation across all product lines
- Constantly updated product drops that follow trends
_”The Holy Hydration! Face Cream? A total dupe for $50 moisturizers.”
Why We Love It: Accessible, effective, and ethically spotless.
Ready to upgrade your basics without breaking the bank? Start here.
2. Rare Beauty
Founded by Selena Gomez, Rare Beauty is more than a celebrity brand—it’s a movement toward inclusivity and clean beauty.
- Cruelty-free and vegan
- Lightweight, skin-enhancing formulas
- Mental health initiative through product sales
Why We Love It: Its Liquid Touch Weightless Foundation melts into the skin, creating a real-skin finish that lasts all day.
Feel good inside and out? That’s rare.
3. Hourglass Cosmetics
Luxury meets consciousness. Hourglass has committed to being entirely vegan, with a focus on performance.
- Leaping Bunny certified
- High-tech pigments and long-wear formulations
- Luxurious packaging and experience
Why We Love It: The Ambient Lighting Palette is a holy grail among makeup artists for a reason.
Looking to glam without guilt? This is your go-to.
4. ILIA Beauty
A pioneer in clean beauty, ILIA blends skincare and makeup effortlessly.
- Cruelty-free, with many vegan options
- Uses skin-loving ingredients like squalane and niacinamide
- Focuses on natural finishes and lightweight wear
Why We Love It: The Super Serum Skin Tint offers SPF, light coverage, and hydration in one dreamy bottle.
Give your skin a break without sacrificing your look.
5. Milk Makeup
Bold, innovative, and unapologetically fun.
- Vegan and cruelty-free
- Best known for multi-use sticks and easy application
- Clean ingredients and eco-conscious packaging
Why We Love It: The Cooling Water stick is a wake-up call in a tube.
Who said clean beauty had to be boring?
6. Lush Cosmetics
Though best known for bath bombs, Lush also offers standout cruelty-free makeup.
- Handmade and 100% cruelty-free
- Offers refillable packaging for many products
- Known for intense pigments and playful options
Why We Love It: Their Slap Stick foundation bars are a game-changer in sustainable beauty.
Love makeup and Mother Earth? Lush has your back.
7. Cover FX
Created by a former MAC chemist, Cover FX delivers pro-level performance with clean ethics.
- Cruelty-free and vegan
- Great for sensitive skin and custom coverage
- Offers customizable drops and clean primers
Why We Love It: Custom Cover Drops = your dream skin tone, perfected.
Tired of mixing three foundations? Say no more.
8. Tower 28 Beauty
A Gen Z darling, Tower 28 is simple, clean, and cool.
- Cruelty-free, vegan, and dermatologist-approved
- Allergy-tested and safe for eczema-prone skin
- No fragrance, essential oils, or irritants
Why We Love It: The ShineOn Lip Jelly is a cult favorite for a reason.
Sensitive skin? This brand feels like a hug.
9. Aether Beauty
The brand is built on sustainability, and it shows.
- 100% cruelty-free and vegan
- Uses recycled materials in all packaging
- Clean ingredients + strong pigment payoff
Why We Love It: The Rose Quartz Crystal Gemstone Palette looks like a dream and wears even better.
Eco-beauty that sparkles? Yes, please.
10. Thrive Causemetics
A brand with purpose: for every product purchased, one is donated to a woman in need.
- Vegan and cruelty-free
- Award-winning mascara and lipsticks
- Partners with women’s shelters and cancer patients
Why We Love It: Their Liquid Lash Extensions Mascara lives up to the hype.
Make your choice count for something more!
Before You Go: What to Look for in Cruelty-Free Makeup
When shopping cruelty-free, make sure to:
- Look for certifications (Leaping Bunny, PETA)
- Check for vegan labels if you’re avoiding animal-derived ingredients
- Research a brand’s parent company (some are not cruelty-free)
- Be cautious of greenwashing—not all marketing claims are honest
Want to build a routine with these brands? Check out our 5-Minute Everyday Makeup Routine for Busy Professionals for easy implementation.
Next, don’t miss: Mastering Smokey Eye Looks: Step-by-Step Tutorial for Beginners to elevate your evening look with cruelty-free flair.
Hi! I’m Katia Luján, an SEO and Content Marketing expert with over 10 years of experience helping websites grow organically and get approved by Google AdSense.
I’ve worked in Google’s Trust & Safety team for AdSense and have helped more than 100 websites comply with monetization policies. Currently, I’m the strategist behind Buzzlix—creating SEO-optimized, high-quality content on beauty, skincare, and self-care.
I’m passionate about empowering others with actionable, sustainable, and accessible beauty content.