So accurate 👌🏻😂✨ (via

So accurate 👌🏻😂✨ (via

So-called “Cruelty-free” products have become increasingly popular in the last couple of years, but let’s take a step back and ask, what exactly does it mean when cosmetics, personal care, and household cleaning products are labeled as “cruelty-free”?
Products that are labeled as “Cruelty-Free” generally means they weren’t tested on animals, however, there is no standard or legal definition as to what is and isn’t allowed to be labeled as “cruelty-free”. So companies can call themselves and their products “cruelty-free” and it can mean whatever THEY want.
Misleading? — Yes.
Illegal? — No.
The FDA, responsible for regulating cosmetics labeling in the US, states on its website, “Consumers sometimes ask about use of claims such as “Cruelty-Free” or “Not Tested on Animals” on cosmetic labeling. Some cosmetic companies promote their products with claims of this kind in their labeling or advertising. The unrestricted use of these phrases by cosmetic companies is possible because there are no legal definitions for these terms.”
Unrestricted Use. No Legal Definition. — “Cruelty-Free” is now being used as a buzzword by marketers wanting to cash in on the trend.
But not ALL cruelty-free companies are liars and imposters. Some brands are genuinely committed to not testing their finished products and ingredients on animals, anywhere in the world.
But HOW do we know which cosmetic brands are telling the truth and are truly cruelty-free in 2020?
❶ Ask brands if their products or ingredients are tested on animals either by the company, their ingredient suppliers or commissioned to a third party and if they allow animal testing when required by law.
❷ Look for @leapingbunnyprogram brands --the most trusted cruelty-free certification program available!
❸ Check @ethicalelephant’s Cruelty-Free Brand Directory List where we have verified each and every brand's cruelty-free status before we list them (link in bio!)
 Together, we can end animal testing for cosmetics once and for all!
Thank you for choosing cruelty-free! 🐘 💕

So-called “Cruelty-free” products have become...

Lazy Sundays 💖 Laying in bed and wondering why you haven’t gone cruelty-free in 2020 yet 🤔✨
(📸 via @niu.body)

Lazy Sundays 💖 Laying in...

I love you all for going vegan! ✨ Happy Valentine’s Day! 💕 (via @sassyspudshop)

I love you all for...

What can I say..? I’m just a hopeless ramen-tic! 🍜
(📸 via

What can I say..? I’m...

THIS. 🙌🏻
“It’s not about being perfect! And we don’t know any vegans who walk around saying that they are, or that they cause zero harm. Veganism doesn’t mean causing ZERO harm (that would be delusional)... but it definitely means causing a lot less of it!! And causing LESS harm than before (before being vegan) is definitely worth celebrating and continuing to advocate for.

Don’t let the vegan haters get you down. Usually the people pointing their fingers and trying to find a flaw in veganism are the ones who simply don’t understand it or don’t know what it takes to stand for something.” (Words by @vegan_boss, 📸 via @unmeatfuture)

THIS. 🙌🏻 . “It’s not...

Show your love & support for vegan businesses in the comments by @ tagging some of your fave brands so we can follow and discover them too! 💚 (📸 via @brightzine)

Show your love & support...

Cruelty-free is the only way to be!🐇✨

Cruelty-free is the only way...

A quick and easy way to find out if your shoes are VEGAN and whether they were made from animal OR non-animal materials! 👠🌿
Once you know, you'll never forget! ✨ I've been using this guide for YEARS now and it has saved me so much time and hassle! 💗
Swipe 👈🏻 to see what each symbol means and which ones are considered vegan materials! 🌱
NOTE: This pictogram does NOT guarantee whether the glue used contain animal products, please contact the shoe manufacturer/companies to inquire about the source of their glue.
Shoes: old from @callitspring

A quick and easy way...

Never too late for a fresh start ✨ doing something is better than doing nothing 🌱
I had failed to meet my personal goals to living minimally and more sustainably this month, but I will keep trying to do better — even if it means making some mistakes along the way! 🌎 (via @createcultivate)

Never too late for a...

Most Affordable Cruelty-Free & Vegan Make-up Brands

This post may contain affiliate links.

List of 9 affordable vegan-friendly makeup brands!

One of the most popular comments I hear is, “I want to go cruelty-free with my makeup but it’s so expensive!” and “Why does vegan makeup have to be so expensive!”

I will admit the drugstore is full of products from giant cosmetic brands that sadly do continue to test on animals like L’Oreal, Rimmel, Maybelline, etc.

And if you don’t really know what you’re looking for, it’s sort of hard to spot the small shelf of cruelty-free makeup! But as I always like to do, I’m here to make that process a whole lot easier for ya!

Here’s a list of the most affordable cruelty-free and vegan make-up brands. Please note that most of these brands are not entirely 100% Vegan because they also do carry products that contain beeswax, lanolin, carmine, and other animal-derived ingredients. I’ve provided links to where you can find more information on which of their products are vegan.

Cruelty-Free and Vegan Makeup Brands

wet n wild beauty is a super affordable cruelty-free and vegan makeup option!

wet n wild (some vegan options!)

Update: May 2019. wet n wild is no longer considered cruelty-free as they were recently caught selling their products in mainland China where post-market animal testing may be conducted on their products. We no longer recommend any of wet n wild products as a cruelty-free option.

Jordana is a super affordable cruelty-free and vegan makeup option!

Jordana (some vegan options!)

Jordana cosmetics is another affordable cruelty-free brand and you’ll be happy to hear they have over 30 vegan products! For a full list of Jordana’s vegan-friendly products,  find it here! It seems as though Jordana cosmetics is limited to only US customers where you can easily find Jordana in-stores at Walgreens or Wal-mart however they do ship to Canada through their website!

Glamour Dolls is a super affordable cruelty-free and vegan makeup option!

Glamour Dolls (100% Vegan!!)

Glamour Dolls is a relatively new cruelty-free brand I just heard about and when I found out that their entire makeup line is 100% VEGAN.. I nearly lost it because they’re all super inexpensive too!! YAAAAS. See for yourself, yo! Check out their website here.  They also ship worldwide!

elf cosmetics is a super affordable cruelty-free and vegan makeup option!

e.l.f. cosmetics (some vegan options!)

e.l.f. cosmetics is one of the most popular and accessible cruelty-free and vegan make-up brands, you can find their products at your local drugstore, many online shops also carry e.l.f. products like iHerb, Amazon, and

All of e.l.f. cosmetics are vegan and they’re switching over to making only synthetic makeup brushes however you may find some of their animal hair brushes still available from select retailers.

bh cosmetics is a super affordable cruelty-free and vegan makeup option!

BH Cosmetics (some vegan options!)

BH cosmetics is well-known for their quality yet affordable makeup palettes. When I say affordable, I really do mean it– you can get a 28-pan eyeshadow palette for only $12!! I was also pleasantly surprised to learn BH cosmetics has over 40 vegan products and they now offer a full line of vegan makeup brushes! For a full list of their vegan products, click here!

Barry M is a super affordable cruelty-free and vegan makeup option!

Barry M (some vegan options!)

Barry M is well-known in the UK for being a cruelty-free makeup brand with several vegan options! You can spot which of their products/shades are vegan simply by clicking the “ingredients” tab on each product page and you’ll want to see this green VEGAN symbol at the end of the list.

You can also find Barry M cosmetics at Superdrug!

Milani is a super affordable cruelty-free and vegan makeup option!

Milani (some vegan options!)

Milani has really stepped it up in recent years, not only is there makeup reasonably-priced but the quality of their products have continued to be a favourite among beauty gurus and have even been compared to high-end brands! With their sleek packaging and quality formulas, you wouldn’t be able to tell Milani was an affordable cruelty-free brand!

They usually have a list of their products that are considered vegan on their website but currently it says they’re updating this list. In the meantime, you can use this list from Vegan Beauty Review.

Colourpop is a super affordable cruelty-free and vegan makeup option!

ColourPop (some vegan options!)

Colourpop has really taken the beauty world by storm in the last couple years! With their super affordable range of makeup that is growing on a daily-basis, which also means their list of vegan-friendly products continues to grow! They’ve kindly listed which of their products are not vegan on their FAQ page, here.

GOSH cosmetics is a super affordable cruelty-free and vegan makeup option!

GOSH (some vegan options!)

Although GOSH cosmetics is a little hard to come by in the US and Canada, but their cruelty-free products (with several vegan products) is well-known elsewhere in the world! For a full list of their vegan products, check out this list right here!

You can also find GOSH cosmetics at Superdrug!

Not-So-Vegan-Friendly Affordable Makeup Brands

Remember how cruelty-free and vegan doesn’t always mean the same thing? Sadly the following brands are cruelty-free however they’re not-so-vegan-friendly. I’ve been in contact with each brand and they were unable to give out generalized information about the source of their ingredients.

Therefore I cannot categorize the following cruelty-free brands to be vegan-friendly.

  • Flower
  • Sonia Kashuk
  • Marcelle
  • Bonne Bell
  • Annabelle

I’d love to know, which of these affordable cruelty-free and vegan makeup brands are your favorites?

Disclaimer: This post contains affiliate links.

What do you think?

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  • Rumissa Khan
    August 3, 2018

    can u please suggest a complete 100% vegan brand easily available in india……
    even online u suggest please

  • Jordan Takacs
    March 12, 2018

    Some of these sites were great and helpful, but keep your eyes out for carmine in the lip colours. Carmine is a crushed bug to make the red colour in lipsticks. Which would make the product not vegan.

  • Valérie Paquette
    November 28, 2017

    I’ve been using E.L.F lips products for a long moment, same as ColourPop, and I’m a huge fan! The prices are great, there’s some nice “free shipping” and some “low prices” days, which is even better. Really recommand.

    • Meg
      September 25, 2019

      Love ELF products! I have even found them at Dollar General. Work with my sensitive skin too!

  • Ashley Ward
    January 24, 2017

    Hello! I need a little help in reading ingredients. I’ve been researching affordable vegan products, because I’m working on transitioning to a vegan lifestyle. I was looking at blushes and highlighters on ColourPop’s website because I love that they are Peta certified and have a lot of vegan options. I noticed that all of the shades list carmine in the ingredient section, but not all of the shades are listed in their “Not Vegan” list on the FAQ page. It looks like this: [+/- and then they will list numerous ingredients including Carmine]. Did ColourPop change their formula for the blushes and highlighters, or do they have to list that for every single shade? Thank you for all of the hard work you have put into this site!

  • helen
    August 18, 2016

    Currently Superdrugs own brand B (everything is vegan) is all better than half price, i dont know if this means they are discontinuing the range but theres some really good bargains to be had!

    • Vicky Ly
      August 18, 2016

      I saw that! =) Have you tried their products before? I was trying to decide whether to add them to the list or not because I’ve never personally tried their products before.. so I wasn’t sure about the quality of them and if they were worth a mention! They’re definitely super affordable.. especially with the crazy awesome deals going on as you mentioned!

“Make ethical choices in what we buy, do, and watch. In a consumer-driven society our individual choices, used collectively for the good of animals and nature, can change the world faster than laws.”― Marc Bekoff

Back to School Essentials for Vegan Activism
Most Affordable Cruelty-Free & Vegan Make-up Brands