In today’s beauty world, the demand for cruelty free products has never been stronger. More and more people are choosing cosmetics that not only deliver flawless results but also align with their ethical values. Animal testing in cosmetics is a practice that many believe belongs in the past. The good news is that cruelty free beauty is thriving, with a wide range of brands leading the charge for more compassionate practices in the industry.
In this comprehensive guide, I deep dive into some of the best cruelty free makeup brands on the International and Australian market. I will focus on those that are certified by Leaping Bunny, Cruelty Free International and Beauty Without Bunnies (PETA), all globally recognised certifications for cruelty free companies, as well as brands that, although not officially certified, are committed to ethical production and refuse to test on animals. Whether you’re looking for a new lipstick, foundation, or eye shadow, these brands will help you make beautiful, ethical choices.
Why Choose Cruelty-Free Makeup?
Choosing cruelty free makeup is about more than just good intentions, it's about being part of a larger movement to end unnecessary animal suffering. Every year over 110 million animals, including rabbits, guinea pigs, mice and dogs, including Beagles because of their placid and docile nature, are subjected to painful testing procedures in the name of beauty. The tests they endure are often cruel, outdated, and unnecessary, especially when there are humane, alternative testing methods available.
By choosing cruelty free products, you're voting with your dollar and sending a clear message to the beauty industry that animal testing is unacceptable. Plus, in today's market, cruelty free cosmetics are just as high-performing and luxurious as their counterparts. So why not choose compassion and beauty at the same time?
What Does Cruelty Free Mean?
Cruelty Free generally means that a product and its ingredients have not been tested on animals at any stage of development. It’s important to note that this is different from being vegan, which refers to a product not containing any animal-derived ingredients. While cruelty free products are often vegan, it’s not always the case so I always recommend checking product labels and packaging if you're seeking both cruelty free and vegan products.
To ensure you're truly purchasing cruelty free, it's helpful to look for recognised certifications. The three most trusted Cruelty Free certifications are:
- Leaping Bunny (US/Canada): An internationally recognised program that requires brands to comply with strict standards across the entire supply chain, ensuring no animal testing occurs from raw ingredients to final product.
- Leaping Bunny by Cruelty Free International (UK/EU): some standards as above but ensure they are aligned to laws and regulations in the United Kingdom and Europe.
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PETA’s Beauty Without Bunnies: While less stringent than Leaping Bunny, it’s still a great indication that a brand does not test on animals.
Understanding Certifications
While Leaping Bunny is considered the gold standard, some brands may not be certified but still operate with cruelty free principles. These brands often skip certification due to the cost or complexity but make strong public commitments to avoid animal testing and are worth considering.
Top Cruelty Free Makeup Brands Certified by Leaping Bunny or Beauty Without Bunnies (PETA)
Let's start with the brands that have been verified through Leaping Bunny’s rigorous cruelty-free certification process. These brands have proven that neither they nor their suppliers test any of their products or ingredients on animals.
1. Rare Beauty (available from Sephora)
Rare Beauty launched in 2020 with a mission to break down unrealistic standards of perfection in the beauty industry and to promote self-acceptance. Selena Gomez created the brand to challenge traditional beauty norms by offering makeup that enhances, rather than hides, what makes individuals unique. Beyond its cruelty free credentials, Rare Beauty also emphasises inclusivity, offering a wide range of shades and products that cater to all skin tones and types.
Rare Beauty is also a 100% vegan brand, meaning that all of its formulas are free from animal-derived ingredients, making it a perfect option for those who are seeking both cruelty-free and vegan products.
Hero Products:
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Soft Pinch Liquid Blush: Rare Beauty's Soft Pinch Liquid Blush has become a fan favourite due to its highly pigmented formula and blendable, natural finish. Available in both matte and dewy finishes, this blush delivers a beautiful flush that lasts all day.
- Liquid Touch Weightless Foundation: This lightweight, medium-coverage foundation is available in 48 shades, ensuring that everyone can find their perfect match. The formula blends effortlessly into the skin, providing a natural, breathable finish that doesn’t feel heavy or cakey.
2. Charlotte Tilbury (available from Mecca)
Though often associated with luxury, Charlotte Tilbury’s line is cruelty free and highly regarded by makeup artists and beauty enthusiasts alike. From the iconic Pillow Talk lipstick to the Glowgasm face palette, Charlotte Tilbury offers high-performance products with a glamorous edge.
While they’re not 100% vegan, many Charlotte Tilbury products are.
Hero Products:
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Pillow Talk Lipstick: A universally flattering pink nude.
- Hollywood Flawless Filter: A complexion booster that gives skin a luminous glow.
3. Makeup by Mario (available from Sephora)
Mario Dedivanovic, often referred to simply as "Mario," is renowned for his work with celebrities like Kim Kardashian and for setting some of the biggest beauty trends of the last decade. When he created Makeup by Mario, his goal was to offer professional-quality products accessible to everyone, from makeup beginners to seasoned artists.
The brand quickly made waves with its range of innovative products that embody Mario's signature techniques. But beyond the impressive performance, Makeup by Mario is also committed to ethical beauty, ensuring that no animals are harmed in the production of its makeup.
Though not fully vegan, many Makeup by Mario products are formulated without animal-derived ingredients, making it a conscious choice for consumers who prioritise cruelty-free beauty.
Hero Products:
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Master Mattes Eyeshadow Palette: The Master Mattes Eyeshadow Palette is a collection of 12 universally flattering matte shades inspired by human skin tones. This palette is designed to be versatile and easy to blend, perfect for creating both everyday looks and dramatic, professional-level artistry. The soft, finely milled powders work across a variety of skin tones, making it an essential in any makeup kit.
- SoftSculpt Shaping Stick: A modern take on contouring, the SoftSculpt Shaping Stick is a dual-ended contour stick that helps define and sculpt the face with precision. The creamy formula glides on smoothly and blends effortlessly, giving you the control to achieve subtle or bold contouring, depending on your preference.
4. COVERGIRL (available from Priceline)
COVERGIRL has been a staple in the beauty world for decades, offering affordable, high-quality makeup products that cater to a wide range of skin tones and preferences. Known for its famous tagline “Easy, Breezy, Beautiful,” COVERGIRL is synonymous with inclusivity, innovation, and accessibility. Over the years, the brand has expanded its offerings to include a vast array of cosmetics, from foundations and mascaras to lipsticks and eyeshadows.
In 2018, COVERGIRL became the largest makeup brand to receive Leaping Bunny certification from Cruelty Free International, marking a significant shift in the beauty industry. This certification assures consumers that COVERGIRL’s entire supply chain, including ingredients and finished products, is free from animal testing.
This move towards cruelty free practices was not just a marketing strategy but a genuine effort to meet the growing demand from conscious consumers. By receiving Leaping Bunny certification, COVERGIRL demonstrates that affordable, accessible beauty can also be ethical.
COVERGIRL’s commitment to being cruelty free aligns with a broader shift in the beauty industry toward more ethical practices. The brand has publicly stated that its cruelty free journey wasn’t just a one-time achievement but a continuing promise to uphold these values in the long term. This includes ensuring that all of its suppliers, labs, and manufacturers comply with cruelty-free standards, as well as avoiding partnerships in markets that require animal testing.
While not every COVERGIRL product is vegan (some may contain animal-derived ingredients like beeswax or carmine), the brand is continuously working towards offering more vegan options, making it easier for conscious consumers to find ethical products. It is also important to note that COVERGIRL is owned by Coty who is a non-Cruelty Free parent company.
Hero Products:
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Lash Blast Volume Mascara: A cult favorite, the Lash Blast Volume Mascara delivers dramatic volume and length for bold lashes. This mascara is known for its smudge-proof formula and large brush that coats every lash for a fuller look.
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Clean Fresh Skin Milk Foundation: COVERGIRL’s Clean Fresh Skin Milk Foundation is perfect for those looking for a lightweight, dewy finish. Formulated with ingredients like coconut milk and aloe extract, this foundation is hydrating, making it suitable for dry skin types.
5. Anastasia Beverly Hills (available from Sephora)
ABH began with a focus on brow products, with founder Anastasia Soare introducing her Golden Ratio Eyebrow Shaping Method, which quickly became popular among both professionals and everyday consumers. The brand’s eyebrow products became industry staples, and ABH expanded to include a full range of cosmetics, including eyeshadow palettes, foundations, lipsticks, and highlighters.
Being certified by PETA as part of its Beauty Without Bunnies program means that ABH does not conduct or commission any animal testing for its products. PETA’s certification ensures that the brand, its suppliers, and third parties involved in the production process adhere to cruelty-free standards. ABH proudly displays the PETA cruelty free logo, signalling their commitment to ethical practices in the cosmetics industry.
While PETA certification is a respected standard, it is important to note that it does not require the same level of independent audits or verification as Leaping Bunny certification, which some consumers may prefer for a more stringent cruelty-free guarantee. However, ABH’s transparency and alignment with cruelty-free values make it a trusted option for those who prioritise animal welfare in their beauty choices.
Though not all of Anastasia Beverly Hills’ products are vegan, the brand does offer a selection of vegan-friendly products. ABH is continually expanding its vegan offerings, making it easier for conscious consumers to find products that align with both cruelty-free and vegan standards.
Hero Products:
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Brow Wiz: Another eyebrow hero, Brow Wiz is an ultra-slim retractable pencil that allows for precise application and natural-looking strokes. The fine tip mimics the appearance of individual brow hairs, making it perfect for defining and filling in sparse brows.
- Modern Renaissance Eyeshadow Palette: One of ABH’s most iconic products, the Modern Renaissance Palette features 14 highly pigmented shades inspired by the colours of the Renaissance. With a mix of warm neutrals and bold berry tones, this palette allows for endless eye looks, from subtle to dramatic.
Cruelty Free Brands Without Certification But Strong Ethics
While some brands are not certified by Leaping Bunny or PETA, they are still committed to cruelty free principles and have built their reputations around ethical practices. These brands deserve recognition for their commitment to creating cruelty free products, even if they haven't undergone formal certification.
1. Glossier (available from Mecca)
Glossier is well-known for its minimalist beauty products that enhance natural beauty. The brand is cruelty-free, and while they are not Leaping Bunny certified, Glossier has made clear commitments to ethical practices. They are continuously moving toward becoming more sustainable and cruelty-free across their entire line.
Hero Products:
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Boy Brow: A creamy wax that grooms and fills brows for a natural finish.
- Cloud Paint: A gel-cream blush that blends seamlessly for a soft, dewy finish.
2. Tarte Cosmetics (available from Sephora)
Tarte is an industry favourite, offering a wide range of high-performance cruelty-free products. They emphasise their use of naturally-derived ingredients and have a strong commitment to sustainability. Though not Leaping Bunny certified, Tarte’s cruelty free philosophy is clear, and they have many vegan options available.
Hero Products:
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Shape Tape Concealer: A cult-favourite concealer known for its full coverage and long wear.
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Amazonian Clay 12-Hour Blush: A highly pigmented, long-lasting blush available in a variety of shades.
3. Too Faced (available from Mecca)
Too Faced is a playful, bold brand that has gained a loyal following thanks to its vibrant packaging and innovative formulas. The brand is cruelty free and offers an array of vegan-friendly products. Though not Leaping Bunny certified, Too Faced consistently voices their stance against animal testing.
Hero Products:
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Better Than Sex Mascara: One of the best-selling mascaras that delivers voluminous, lifted lashes.
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Chocolate Soleil Bronzer: A matte bronzer infused with real cocoa powder for a radiant glow.
4. Milk Makeup (available from Sephora)
Milk Makeup is known for its clean, innovative, and cruelty-free products. They proudly avoid any form of animal testing and have a predominantly vegan lineup, with only a few exceptions. Though not Leaping Bunny certified, Milk Makeup’s values and practices align with cruelty free ethics.
Hero Products:
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Hydro Grip Primer: A hydrating, long-wear primer that grips makeup in place all day.
- Lip + Cheek Stick: A multitasking cream blush and lip color that’s perfect for on-the-go touch-ups.
Beauty Brands That Are Cruelty Free and Vegan
If you’re seeking cruelty free brands that are also fully vegan, meaning they don’t use any animal-derived ingredients like beeswax or carmine, here are some fantastic options.
1. e.l.f. Cosmetics (available from Priceline, Kmart and Coles Supermarkets)
Affordable and accessible, e.l.f. Cosmetics is both cruelty free and 100% vegan. They offer a wide range of products that rival high-end competitors but at a fraction of the price. From primers to eyeshadow palettes, e.l.f. is a great choice for budget-conscious beauty lovers.
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Poreless Putty Primer: A smoothing primer that minimises the appearance of pores.
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Camo Concealer: A full-coverage, long-wear concealer with a matte finish.
2. KVD Beauty (available from Sephora)
KVD Beauty is a fully vegan and cruelty free brand that’s known for its bold, highly pigmented products. With a commitment to artistry and self-expression, KVD Beauty offers long-wear makeup that makes a statement.
Hero Products:
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Tattoo Liner: A waterproof liquid eyeliner with a precise, flexible tip for easy application.
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Everlasting Liquid Lipstick: A long-lasting, matte liquid lipstick available in a variety of shades.
3. Lime Crime (available online)
Lime Crime is a bold, unapologetically vibrant brand that’s both vegan and cruelty free. Their high-pigment formulas and playful packaging make them a favorite among those who love to experiment with colour.
Hero Products:
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Venus XL Eyeshadow Palette: A richly pigmented palette with a range of bold, warm shades.
- Matte Velvetines: A long-wearing liquid lipstick with a velvety matte finish.
Top Australian Cruelty Free Makeup Brands
Australia is home to some fantastic cruelty free makeup brands that combine ethical practices with high-quality beauty products. Whether they’re certified or uphold strong cruelty-free values, these Australian brands are great examples of local, compassionate beauty options.
If you prefer to shop local and support Australian Cruelty Free Makeup brands then you will enjoy the following:
1. Ere Perez Cosmetics (available from Wild & Cruelty Free)
Ere Perez is a clean, green, and cruelty free brand founded by Mexican-born Ere Perez in Australia. This brand specialises in simple, natural makeup that enhances your beauty without harming animals or the environment. Ere Perez uses plant-based ingredients, and their products are cruelty-free, ethical, and non-toxic.
Hero Products:
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Lychee Créme Corrector: An ultra creamy, creaseless liquid corrector concealer that brightens and illuminates your complexion.
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Carrot Colour Pot: A versatile, creamy balm for lips and cheeks made with natural, hydrating ingredients.
2. Eye of Horus (available from Wild & Cruelty Free)
Inspired by ancient Egyptian beauty rituals, Eye of Horus is an Australian makeup brand that combines cruelty free practices with luxurious, natural ingredients. Their products are designed to enhance your natural beauty while keeping the planet and animals in mind and is thoughtfully housed in eco-friendly packaging.
Hero Products:
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Lash Lift Mascara: A creamy, volumising mascara that is 100% vegan and made with 98% organic and naturally derived ingredients for optimal lash health.
- Brow Define Pencil: A slimline, retractable pencil that glides over the hairs, depositing the perfect amount of product for natural looking brows and a long-lasting finish.
3. Kylie's Professional (available from Wild & Cruelty Free)
Kylie's Professional is an Australian cruelty free makeup brand that has gained recognition for its high-quality, ethical, and natural products. Founded by professional makeup artist Kylie Eustace, the brand is known for offering professional-grade cosmetics while maintaining a strong commitment to cruelty free practices and natural ingredients. Kylie's Professional has become a favourite among conscious beauty consumers who want products that are not only kind to animals but also effective and safe for all skin types.
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Mineral Goddess Luxury Cream Foundation: This multi award-winning foundation melts into the skin to create a flawless, dewy base. Formulated with nourishing natural ingredients, this makeup-skincare hybrid provides a sheer to full buildable coverage, and provides a radiant finish, making it perfect for personal and professional applications.
- Mineral Goddess Blush: Another star product that offers a natural, radiant flush to the cheeks. Made from finely milled minerals, the blushes blend seamlessly into the skin, giving a healthy, glowing complexion. They come in a variety of shades to complement different skin tones and can be layered for more intensity.
4. LAMAV Organic Makeup
Known for its luxurious, scientifically formulated skincare and makeup, LAMAV combines natural ingredients with cutting-edge technology to create effective, toxin-free products that prioritise both beauty and wellness.
Founded in 2009 by Dr. Tarj Mavi, a PhD in Biochemistry, LAMAV was created with a vision to provide clean, ethical beauty solutions that are rooted in science and respect for nature. Dr. Mavi's personal experience with health issues motivated her to investigate the harmful effects of chemicals commonly found in beauty products, which led her to develop LAMAV as a safe alternative. The brand is grounded in the belief that beauty should not come at the expense of health, animals, or the environment.
LAMAV also takes its cruelty-free commitment a step further by ensuring that all of its products are 100% vegan. This means that none of its formulations contain animal-derived ingredients, making it a true vegan beauty brand. Whether you’re choosing a foundation or skincare product, you can be confident that no animals were harmed or used in its creation.
What sets LAMAV apart is its focus on certified organic ingredients and its commitment to avoiding harmful chemicals. The brand uses a combination of natural botanicals, antioxidants, and bio-actives to deliver effective skincare and makeup results without the need for synthetic chemicals. LAMAV’s products are free from parabens, synthetic fragrances, sulfates, and other potentially harmful ingredients that can irritate the skin or disrupt health.
LAMAV also integrates Ayurvedic principles into its formulations, using plant-based ingredients known for their healing and rejuvenating properties. This holistic approach to beauty focuses not only on achieving cosmetic results but also on nourishing the skin from within.
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Organic BB Cream: This all-in-one product acts as a foundation, moisturizer, and sun protection (SPF 15), making it ideal for daily use. The BB Cream offers a smooth, natural coverage that evens out the complexion while hydrating and protecting the skin. Formulated with natural bio-actives, such as Kakadu Plum and Hyaluronic Acid, it also provides anti-aging benefits while leaving the skin looking radiant.
- Mineral Foundation Powder: A lightweight, breathable foundation that offers buildable coverage and a natural, matte finish. Made from pure, finely milled minerals, this foundation is gentle on the skin and perfect for those who prefer a minimalistic makeup routine. The non-comedogenic formula ensures that it won’t clog pores, making it a great option for acne-prone or sensitive skin types.
5. Holme Beauty
Holme Beauty is a newer Australian cruelty free makeup brand that has made a significant impact by offering luxurious, high-performance beauty products that are kind to both animals and the environment. The brand focuses on creating premium-quality, natural cosmetics that are designed to enhance beauty without compromising on ethics or health. With a commitment to being cruelty-free and ethical, Holme Beauty has quickly gained popularity among conscious consumers who value both quality and responsible beauty practices.
The formulations focus on using ingredients that promote skin health while offering long-lasting makeup performance. Holme Beauty emphasises simplicity in their ingredients, ensuring that their products are free from toxins and unnecessary additives.
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Base Primer: A tinted, illuminating primer packed with skin-loving ingredients. Multi-use, it can be worn alone for a stress-free experience to an even complexion, or with makeup to increase radiance and longevity.
- Embodiment Blush: A smooth, creamy fluid formulated to glide effortlessly across the cheek, the Embodiment Blush combines rich pigment with subtly light-reflecting particles for a result as natural as it is beautiful.
Making Conscious and Ethical Beauty Choices
Choosing cruelty free makeup is one of the simplest and most impactful ways to contribute to a more compassionate world. The brands listed in this guide offer high-quality, ethically made products, proving that beauty and kindness can coexist. Whether you opt for certified brands or those that exemplify cruelty free values without formal recognition, you’ll be helping to pave the way for a future where no animal has to suffer for our cosmetics.
In an age where consumers hold significant power, your decision to support cruelty free makeup brands sends a strong message to the industry. As more people prioritise ethical consumption, it’s likely that more companies will move away from animal testing altogether. Beauty is a celebration of individuality and creativity, and it can—and should—be cruelty free.
When shopping for beauty, always check for cruelty free certifications, and if a brand isn’t certified, don’t hesitate to research its animal testing policies. With the growing demand for cruelty-free cosmetics, more brands are making the switch, and every purchase helps contribute to a more ethical beauty industry.
So, next time you're on the hunt for your new favourite lipstick or foundation, take a moment to consider the values behind the brand. With so many cruelty-free options on the market, it's never been easier to make kind, conscious choices while still looking fabulous.
Who are your favourite Cruelty Free makeup brands? Let me know in the comments so we can all discover ethical products that are kind to people and the planet.