Cruelty-Free Makeup Brands You Need to Know in 2025

Conscious beauty is more than a trend—it's a movement. In 2025, choosing cruelty-free makeup means supporting brands that refuse to test on animals while delivering stunning results. Whether you're a long-time ethical beauty advocate or just starting your journey, these cruelty-free brands deserve a spot in your makeup bag.

What Does Cruelty-Free Really Mean?

Cruelty-free brands don't test their products or ingredients on animals at any stage of production. Look for certifications from Leaping Bunny or PETA to verify claims. Note: cruelty-free doesn't always mean vegan—some products may contain animal-derived ingredients like beeswax or carmine.

Top Cruelty-Free Makeup Brands for 2025

1. e.l.f. Cosmetics

Affordable and accessible, e.l.f. has been cruelty-free since day one. Their viral products like Halo Glow Liquid Filter and Power Grip Primer prove you don't need to spend big for quality makeup. 100% vegan and PETA-certified.

2. Milk Makeup

This clean beauty pioneer offers innovative stick formulas perfect for on-the-go application. Their Hydro Grip Primer and KUSH Mascara are cult favorites. Leaping Bunny certified and mostly vegan.

3. ColourPop

Bold, trendy, and wallet-friendly, ColourPop delivers high-pigment eyeshadows and lipsticks without animal testing. Their frequent collaborations and new launches keep makeup enthusiasts coming back for more.

4. Anastasia Beverly Hills

Famous for brow products and stunning eyeshadow palettes, ABH maintains cruelty-free status while delivering luxury-quality makeup. Their Brow Wiz and Modern Renaissance Palette are industry staples.

5. Rare Beauty by Selena Gomez

This inclusive brand focuses on mental health advocacy while offering cruelty-free, clean formulas. The Soft Pinch Liquid Blush and Positive Light Liquid Luminizer are instant classics.

6. Urban Decay

A cruelty-free veteran, Urban Decay revolutionized the beauty industry with their ethical stance. The iconic Naked Palettes and All Nighter Setting Spray remain bestsellers. Leaping Bunny certified.

7. Too Faced

Playful packaging meets serious performance. Too Faced has been cruelty-free since 1998, offering everything from Better Than Sex Mascara to Born This Way Foundation.

8. Fenty Beauty

Rihanna's groundbreaking brand champions diversity and ethics. With 50+ foundation shades and innovative formulas, Fenty proves inclusivity and cruelty-free beauty go hand in hand.

Building Your Cruelty-Free Makeup Collection

Start with the basics: foundation, mascara, and a versatile eyeshadow palette. These brands offer complete ranges, making it easy to transition your entire makeup routine to cruelty-free options.

Why It Matters

Every purchase is a vote for the kind of world you want to live in. By choosing cruelty-free makeup, you're supporting innovation without animal suffering. The beauty industry is listening—more brands go cruelty-free every year.

Shopping Tips

Always verify certifications, as companies can change policies. Download apps like Cruelty-Free Kitty or Bunny Free to check brands while shopping. Read labels carefully if you're also seeking vegan products.

Ready to make the switch? These cruelty-free makeup brands prove that beauty and ethics belong together!