Updated on May 5, 2023

50+ Cruelty-Free Drugstore Makeup Brands | 2023 Shopping Guide For Beginners

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Looking for affordable cruelty-free drugstore makeup? In this ethical shopping guide, I share some budget-friendly, cruelty-free makeup brands that weren’t tested on animals, along with some vegan makeup options.

Whether you’re shopping cruelty-free makeup at the drugstore, online, Amazon, Target, Ulta, Superdrug, CVS, or London Drugs, there’s something for you on this list!

What To Look For:

Let’s first begin by asking what exactly is cruelty-free makeup?

Most drugstore makeup brands are still engaging in animal testing like, L’Oreal, Maybelline, Revlon, Neutrogena, and Almay and should be avoided when looking for cruelty-free makeup.

What is vegan makeup? Most makeup and cosmetics products contain animal-derived ingredients and by-products, including carmine, beeswax, silk derivatives, tallow, animal-based glycerin, stearic acid, or other animal-derived additives.

Vegan makeup is considered as cosmetics formulated without any animal ingredients or by-products and wasn’t tested on animals.

Best Cruelty-Free Makeup in 2023

Below is a list of the most affordable vegan, cruelty-free makeup brands.

All of the makeup brands below have been verified as being truly cruelty-free and don’t test on animals. Note that I’ve included some options from cruelty-free brands that are owned by an animal-tested parent company. If you choose not to purchase from these beauty brands, avoid the ones marked with an * asterisk.

And all of the cruelty-free makeup brands have been verified as either being 100% vegan or offering at least one or more vegan-friendly products that don’t contain any animal-derived ingredients.

At the very bottom of this post, I also list drugstore makeup brands that are NOT cruelty-free and continue to test on animals and, therefore should be avoided.

List of Affordable Cruelty-Free and Vegan Makeup

List of Affordable Cruelty-Free Makeup Brands

The following is a list of affordable cruelty-free drugstore makeup brands that are either 100% vegan or offer one or more vegan products.

2023 Update! I’ve rearranged the list in order of affordability, starting with the cheapest options. I understand “budget-friendly” is entirely subjective, so I tried my best to narrow down the list to some of the most affordable makeup brands.

100% Vegan Drugstore Makeup Brands

The following vegan makeup brands are both cruelty-free and 100% vegan. Meaning these companies do not test on animals, and none of their products contain any animal-derived ingredients or by-products.

MUA – Cruelty-Free Makeup

MUA Cosmetics

All of MUA’s makeup is 100% vegan.

Great makeup doesn’t need to cost the earth, and it is MUA’s promise to bring surprising quality, color, and innovation to each and every product it delivers.

Available exclusively at Superdrug.

Essence – Cruelty-Free Makeup


All of Essence’s products are now 100% vegan.

Essence cosmetics is a popular EU-based vegan drugstore makeup brand dedicated to bringing affordable, fun, and high-quality products into the serious world of cosmetics.

Available in some drugstores, including Shoppers Drug Mart and Ulta.

What I recommend: Pure Nude Highlighter, Satin Touch Blush, Superfine Eyeliner Pen Waterproof

Barry M – Cruelty-Free Makeup

Barry M

All of Barry M products are now 100% Vegan!

Barry M is Britain’s leading cruelty-free and vegan makeup brand, creating the finest quality, on-trend, and cruelty-free makeup since 1982. Barry M is a great affordable makeup brand for UK shoppers. Barry M’s cosmetics and nail polish are now 100% Vegan!

Available at Superdrug.

What I recommend: Nail Polish, Matte Me Up Lit Kits, Makeup Setting Spray

ELF Cosmetics – 100% Vegan Makeup

e.l.f. Cosmetics 

All ELF makeup and beauty products are 100% vegan.

e.l.f. cosmetics offers professional cruelty-free makeup and beauty products that are affordable for any budget. ELF offers an extensive range of inexpensive, high-quality makeup and skincare products for around $1-6/each.

ELF is sold in most drugstores including Target, London Drugs, Walmart, CVS, Walgreens, Superdrug.

What I recommend: 16HR Camo Concealer, Flawless Finish Foundation, Matte Contouring Blush & Bronzing Powder

POPbeauty – 100% Vegan Makeup


All POPbeauty’s products are 100% vegan.

POPbeauty takes the guesswork out of your beauty routine with easy skincare solutions and vegan makeup for cheeks, eyes, and lips!

EcoTools – 100% Vegan Makeup Brushes


EcoTools makeup brushes, sponges, applicators, and bath accessories are 100% vegan.

EcoTools makes 100% vegan and affordable animal-free makeup brushes with quality soft bristles, sleek bamboo handles, and recycled aluminum ferrules.

Available at most drugstores including Target, Ulta, London Drugs, Walmart, Superdrug, Walgreens

What I recommend: Total Perfecting Blender, Start the Day Beautifully Kit Makeup Brush Set

Arches & Halos – Vegan Brow Makeup

Arches & Halos

All Arches & Halos products are vegan.

Arches & Halos is dedicated to providing all women, no matter their eyebrow type, simple and easy-to-use, Eyebrow Grooming, Shaping, and Coloring tools and tips.

Arches & Halos products are sold at some drugstores, including Target, CVS, and Rite Aid.

Pacifica Beauty – 100% Vegan Makeup


Pacifica’s makeup, skincare, and perfume are all 100% vegan.

Pacifica offers ‘clean’ skincare and beauty products with a selection of vegan makeup, perfume, hair care & more. Pacifica offers beauty and skincare products formulated without parabens, sulfates, propylene glycol, benzene, mineral oil, petroleum, peanut oil, triclosan, phthalates, and FD&C color.

Pacifica Beauty products are sold at some drugstores including Target, Ulta, Walmart.

What I recommend: Stellar Gaze Length & Strength Mineral Mascara, Ultra CC Cream Radiant Foundation, Pink Nudes Mineral Eyeshadows

about-face – 100% Vegan Makeup


All about-face cosmetics are 100% vegan.

Created by Ashley Frangipane a.k.a. Halsey, about-face offers multi-dimensional makeup for everyone, everywhere.

Available at Ulta.

Axiology – Zero-Waste Vegan Makeup


All of Axiology’s cosmetics are 100% vegan.

The original zero-waste 3-in-1 crayon, Axiology’s mission is to make the most ethical lipstick on the planet. Axiology offers award-winning, plastic-free crayons for eyes, lips, and cheeks. Made with 9 simple ingredients.

Available at Ulta.

Emani Cosmetics - Drugstore Natural Vegan Makeup
Emani Cosmetics – 100% Vegan Makeup


All of Emani cosmetics are 100% vegan.

Emani Cosmetics is a skin-caring vegan makeup brand that is more than just makeup, it’s where great skin begins. Emani is known for its talc-free, paraben-free, vegan cosmetics that do not contain harsh chemicals or petrochemicals. Emani products are suitable for the most sensitive and problematic skin.

Available at select drugstores, including Target and London Drugs.

What I recommend: Hydrawear 12HR Foundation, Flawless Matte Foundation, Prismatic Lipstick Duo Tone Shades

Cruelty-Free Makeup Brands With Affordable Vegan Makeup Options

Below is a list of cruelty-free drugstore makeup brands with some vegan options, meaning these makeup companies do NOT test on animals. And although not all of their products are vegan, as some may contain animal-derived ingredients or by-products like carmine or beeswax, these animal-test-free makeup brands do offer some vegan products.

Milani Cosmetics - Drugstore Cruelty-Free Makeup
Milani Cosmetics – Cruelty-Free Makeup

Milani Cosmetics

Some of Milani’s makeup is vegan (but not all).

Milani Cosmetics offers a full range of top-quality cruelty-free makeup products, for women and everyone of any age or skin tone.

Available in-store at Target, Walmart, CVS, Walgreens, and Shoppers Drug Mart.

What I recommend: Primer Perfection Face Primer, Baked Blush, Conceal + Perfect Longwear Concealer

NYX Cosmetics - Drugstore Cruelty-Free Vegan Makeup
NYX Cosmetics – Cruelty-Free Makeup

NYX Cosmetics

Some of NYX’s makeup and beauty products are vegan (but not all).

NYX Professional Makeup offers a full range of beauty products at affordable prices, which are available at most drugstores. However, note that NYX is cruelty-free, but NYX is owned by L’Oreal, a parent company that is NOT cruelty-free.

Available in most drugstores, including Target, Walmart, London Drugs, Walgreens, and CVS.

What I recommend: Micro Brow Pencil, Matte Bronzer, Lip Lingerie

CoverGirl – Cruelty-Free Makeup


Some of CoverGirl’s cosmetics are vegan (but not all).

CoverGirl is an American cosmetics brand founded in Maryland, USA. And in 2018, CoverGirl became Leaping Bunny certified cruelty-free. However, it should be noted that CoverGirl is owned by Coty, a parent corporation that still tests on animals when required by law.

Available at most drugstores including Walmart, Shoppers Drug Mart, Target, Walgreens, Ulta.

Pixi Beauty - Cruelty-Free Makeup
Pixi Beauty – Cruelty-Free Makeup

Pixi Beauty

Some of Pixi’s cosmetics, makeup, and beauty products are vegan (but not all).

Pixi Beauty offers skin-loving, long-wearing makeup, and skincare products to enhance your natural beauty. Some of Pixi’s products are vegan, for a full list of Pixi vegan products, find it here.

Available in store at Target, Walmart, and Shoppers Drug Mart.

What I recommend: Endless Silky Eye Pen, MatteLast Liquid Lip, Large Lash Mascara

Makeup Revolution - Cruelty-Free Makeup
Makeup Revolution – Cruelty-Free Makeup

Makeup Revolution

Most of Makeup Revolution’s makeup, beauty, haircare, and skincare range is vegan (but not all).

Makeup Revolution is an incredibly affordable cruelty-free makeup brand known for its eyes and face palettes. Revolution Beauty has an impressive and growing range of makeup, skincare, and beauty products.

Available in stores at Ulta, London Drugs, and Superdrug.

What I recommend: Conceal & Define Full Coverage Concealer, Banana Powder, Vivid Baked Highlighter

Flower Beauty - Cruelty-Free Makeup
Flower Beauty – Cruelty-Free Makeup

Flower Beauty

Some of Flower Beauty’s makeup and cosmetics are vegan (but not all).

Flower Beauty was created by Drew Barrymore, this cruelty-free beauty brand offers luxury, high-quality makeup, and professional brushes at an affordable price.

Available at Walmart, Superdrug, and Ulta.

ColourPop - Cruelty-Free Makeup
ColourPop – Cruelty-Free Makeup


Some of ColourPop cosmetics are vegan (but not all)

Made in the USA, ColourPop prides itself on being a cruelty-free and wallet-friendly cosmetic brand offering the best quality formula makeup at drugstore prices.

Available at Ulta.

L.A. Girl - Cruelty-Free Makeup
L.A. Girl – Cruelty-Free Makeup

LA Girl

Some of LA Girl cosmetics are vegan (but not all).

LA GIRL Cosmetics offers professional makeup & beauty products, like eyeshadow, eyeliner, mascara, primer, lipstick, lipgloss, blush, foundation, & many more. Some of LA Girl cosmetics are vegan, find a list of LA Girl vegan products here.

Available in select drugstores, including Walmart, and Ulta.

What I recommend: Pro Coverage HD Foundation

BH Cosmetics - Affordable Cruelty-Free Makeup
BH Cosmetics – Cruelty-Free Makeup

BH Cosmetics

Some of BH Cosmetics are vegan (but not all)

Proudly born and raised in the City of Angels, BH Cosmetics is a constantly evolving, innovative beauty brand dedicated to bringing you the best in cruelty-free cosmetics. BH Cosmetics is all about affordability and inclusivity and encouraging the community of beauty enthusiasts to make the most out of makeup.

Available at Ulta.

Catrice - Cruelty-Free Makeup Drugstore
Catrice – Cruelty-Free Makeup


Some of Catrice’s makeup products and cosmetics are vegan (but not all).

EU-based, Catrice Cosmetics provides makeup with high-quality ingredients, luxurious textures, and innovative formulas, all at a price point that gives you the freedom to play and experiment with makeup.

Available in some drugstores, including Shoppers Drug Mart and Ulta.

theBalm - Cruelty-Free & Vegan Makeup
theBalm – Cruelty-Free Makeup


Some of theBalm’s cosmetics are vegan (but not all).

theBalm is committed to creating premium cosmetics at an accessible price with velvet textures, rich colors, triple-milled pigments, and anti-aging ingredients. Find a list of theBalm vegan products here.

Available in stores at Rexall.

What I recommend: Schwing Liquid Eyeliner, Mary-Lou Manizer, Meet Matt(e) Ador. Eyeshadow Palette

GOSH Cosmetics - Cruelty-Free and Vegan-Friendly Makeup
GOSH Cosmetics – Cruelty-Free Makeup


Some of GOSH cosmetics are vegan (but not all).

GOSH cosmetics is a Denmark-based cosmetic brand that specializes in Allergy-Certified cosmetics products to make it much easier for you as a consumer and/or allergy sufferer to feel safe when you buy new makeup.

Available in-store at Superdrug.

Lottie London - Cruelty-Free Makeup Drugstore with Vegan Options
Lottie London – Cruelty-Free Makeup

Lottie London

Some of Lottie London makeup is vegan (but not all).

Lottie London is a UK-based cruelty-free makeup brand offering a collection of eye makeup, nail lacquers, lip, and face makeup.

Available at some drugstores, including Target, Ulta, and Superdrug.

Ardell - Vegan Drugstore Lashes
Ardell – Vegan-Friendly Lashes


All of Ardell Lashes are vegan and some of Ardell’s makeup products are vegan too.

Ardell is the worldwide leader of false lashes, with the largest selection of high-quality cruelty-free lashes for every style and occasion. Ardell lashes are made without animal hair.

Available at most drugstores.

What I recommend: Ardell Demi Wispies

Eylure - Affordable Vegan Lashes
Eylure – Vegan-Friendly Lashes

Eylure Lashes

All of Eylure’s lashes are animal-free and vegan.

Eylure is the leading lash brand in the UK for over 70 years with its collection of false eyelashes. All of Eylure lashes are made from materials that were not derived from animals, making them all vegan!

Available at some drugstores, including Walmart, Target, Walgreens, and Ulta.

What I recommend: Luxe Silk Marquise Multipack, Texture No. 117 Triple Pack

INC.redible Affordable Vegan Makeup in the UK


Some of the INC.redible products are vegan (but not all). 

INC.redible Cosmetics is the sister brand of Nails.INC, which encapsulates the premium essence of Nails.INC but for superpowered beauty products with a mission to make everyone feel their most INC.redible self.

Available in stores at Superdrug.

W3LL PEOPLE Non-toxic & Cruelty-Free Makeup


Some of W3LL PEOPLE’s products are vegan (but not all). 

W3LL PEOPLE provides plant-powered beauty, dermatologist-developed makeup that is recognized by top beauty editors as best class. If you prefer ‘clean beauty’ products at an affordable price, then you should give W3LL PEOPLE a try.

Available in stores at Target and Ulta

Winky Lux affordable luxury cruelty-free makeup

Winky Lux

Some of Winky Lux’s products are vegan (but not all). 

Purveyors of luxury color cosmetics and makeup inspired by magic, Winky Lux delivers the highest ingredients to woman-kind at a price that’s nice. Their packaging is chic and sophisticated, with premium formulas while staying budget-friendly.

Available in stores at Superdrug, Ulta, Target

Drugstore Makeup Brands That Are NOT Cruelty-Free

The following makeup brands are NOT cruelty-free, as they allow their products to be tested on animals in 2023.

  • Almay
  • Artdeco
  • Benefit
  • Blistex
  • Bourjois
  • Chapstick
  • L’Oreal Paris
  • Maybelline
  • Neutrogena
  • NOTE
  • Pupa
  • Revlon

Cruelty-Free But NOT Vegan

There are some brands that are considered cruelty-free as defined as not being tested on animals. However, some “cruelty-free” brands may not offer any vegan products that are formulated without any animal-derived ingredients or by-products. As a result, I have not included those brands that don’t offer any vegan products on this list.

Brands that are cruelty-free but NOT vegan include Burt’s Bees, No7, and Japonesque.

Physicians Formula and Wet n Wild

Physicians Formula and Wet n Wild were previously on this list of cruelty-free and vegan drugstore makeup brands, but both brands have decided to sell in China. Where animal testing is required by law for some cosmetics.

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What do you think

3 thoughts on “50+ Cruelty-Free Drugstore Makeup Brands | 2023 Shopping Guide For Beginners”

  1. I L😍VE that you list the good and the bad, unbiased information so your reader can make an informed decision for themselves. WELL DONE YOU!!!

  2. Really helpful list. For years I’ve struggled to find quality vegan cosmetics, and it’s reassuring to see that more are being offered. Since I can’t keep up with all the emerging brands and products, I really appreciate that you are supplying this info to consumers. One by one, we can eventually eliminate the cruelty.

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