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Thanks to a growing demand for ethically produced products, vegan and cruelty-free beauty has improved dramatically in recent years. An increasing number of brands are now vegan – in particular newer brands, which have prioritised ethical credentials. By the same token, many use recyclable, compostable or refillable reusable packaging, and donate to environmental causes.
Vegan beauty products are ones that avoid commonly used animal-derived ingredients, such as beeswax, lanolin (derived from sheep’s wool), snail mucin, keratin (found in some nail polish and nail treatments) and non-vegan collagen, which is generally derived from the connective tissues, skin, bones and cartilage of cows or fish.
The term “cruelty-free” isn’t explicitly legally defined in beauty, but the gold standard is brands that have eliminated animal testing for their ingredients, ingredient suppliers, formulations and finished products. Cosmetics testing on animals has been banned in the UK since 1998, but due to a number of complicating factors, including sales of cosmetics in countries where animal testing still exists, it isn’t always particularly easy to take the “cruelty-free” label at face value.
It’s important, therefore, to seek out the right certification – such as the official “Leaping Bunny” logo by Cruelty Free International – on packaging, or a presence on the People for the Ethical Treatment of Animals (Peta)’s Ultimate Cruelty-Free List, which is a helpful database of certified cruelty-free brands and where to shop them.
All of the skincare and makeup brands I’ve selected are 100% vegan – across the entire line, not just the products selected – and also recognised as cruelty-free by either Peta or Cruelty Free International. Many are smaller, independent brands, for whom ethical and vegan principles have been a part of their ethos from the get-go. Some of the larger beauty companies have also made efforts to ensure a cruelty-free supply chain, as well as finding good alternatives to animal-derived ingredients.
These brands are also great at what they do, with products that, in my view as a beauty editor with 15 years’ experience, deliver time and again. I’ve chosen my favourite products from each brand, all of which I’ve used for weeks, months or – in some cases – years, and can vouch for them being as effective as they are ethically sound.
The best vegan and cruelty-free skincare
The Ordinary Multi-Peptide + HA Serum, 30ml
This brand is ideal for people who want simple, effective and cruelty-free products without spending a fortune. I rate the Multi-Peptide + HA Serum, which acts on skin elasticity, fine lines and hydration, and sits comfortably under moisturiser. I use it regularly during the summer when I want my skin to look smoother and more hydrated but without any extra “weight” – it sinks in immediately but definitely has a plumping effect.
Dermalogica Daily Microfoliant, 13g
Dermalogica previously used some animal byproducts, but gained vegan certification in 2020 after redeveloping some of its hero products. One of its bestsellers, the Daily Microfoliant, is my favourite. I use it weekly rather than every day, but love the ultra-fine rice-based powder exfoliant for getting into pores when I crave a deeper cleanse.
Byoma Phyto-Mucin Glow serum, 40ml
With its colourful packaging, affordable pricing, and focus on supporting the skin barrier, Byoma is one of the newer crop of beauty brands aimed at gen Z consumers. The Phyto-Mucin Glow serum is a vegan alternative to viral Korean snail mucin serums, instead using a substance derived from Japanese plant roots. I’ve used it as a primer under makeup, and like the non-sticky formula.
Biossance Squalane + Omega repair cream, 50ml
Central to all of Biossance’s products is a sustainable sugarcane-derived squalane, which helps boost hydration by closely mimicking skin’s own moisturising oils. I’m a big fan of all the products I’ve tried, but regularly use the Squalane + Omega Repair Cream as a night moisturiser, which deeply moisturises without feeling heavy or oily. The brand has also committed to having 100% reusable, recyclable or compostable packaging by 2030.
By Sarah Reviver hydrating mist, 100ml
From the botanical actives packed into every product to the recyclable glass bottles, By Sarah is all about respect for nature and the power of plants, which makes its strict vegan and cruelty-free stance a natural fit. Sarah Murrell created the company in response to her sister Lauren’s struggle to find gentle and revitalising products as she recovered from chemotherapy. The Reviver Hydrating Mist is a great way to pep up parched skin throughout the day, and I use it to add dewiness.
Aesop Resurrection Aromatique hand balm, 75ml
Gorgeously scented and beautifully packaged, Aesop’s much-coveted products are loved by pretty much every beauty editor I know. Having long worked to make the brand as eco-conscious and responsible as possible, Aesop is a registered B Corp as well as a fully vegan and cruelty-free company. I’m never without the Resurrection Aromatique hand balm. It’s not cheap, but it’s delightfully rich, and smells heavenly.
For more, read our best hand creams
Pai Feather Canyon eye cream, 15ml
British brand Pai has a lot of impressive credentials. It’s vegan, it’s cruelty-free, it’s a certified B Corp manufacturer and all of its products are formulated and manufactured in the brand’s own facility in London. I find a lot of eye creams too rich, but the Feather Canyon eye cream’s hyaluronic acid and plant oil blend is just right for my sensitive, combination skin.
For more, read our best eye creams
Naked Sundays CabanaClear water gel serum, SPF50, 30ml
Naked Sundays is one of several Australian SPF brands that have made a splash in the UK, selling sun protection products in different textures and formats (there are serums, gels, lotions, creams …) – and it’s all cruelty-free and vegan. I took the CabanaClear water gel serum on holiday with me last summer, and loved how lightweight and non-greasy it felt.
It’s worth noting that sunscreens are an area to be particularly careful about in checking for cruelty-free credentials, as SPF products that sell in China will generally have to undergo animal testing there.
For more, read Sali Hughes’s guide to the best sunscreen
Allies of Skin Beta Glucan & Resveratrol Advanced hydrating serum, 30ml
I’ve never met an Allies of Skin product I didn’t love. They’re effective and packed with powerful ingredients, plus I like that the language the brand uses isn’t dumbed down – these are products for people who are really into their skincare. The Beta Glucan & Resveratrol Advanced hydrating serum has successfully seen me through a cold snap when I used it twice daily under my moisturiser, restoring my central heating-parched, wind-blown skin.
Youth To The People Superfood cleanser, 150ml
As well as being vegan and cruelty-free, Youth To The People donates at least 1% of its annual sales to fully vetted and certified organisations that support the environment and communities in need, through 1% for the Planet. The brand prioritises plant-based ingredients – my favourite product is the Superfood cleanser, which includes kale, green tea and spinach and smells like a green juice. With a gel-like texture, it cleanses effectively without drying my combination-type skin.
The best vegan and cruelty-free makeup
Vieve Eye Wand in Smoke 1.4g
Founded by makeup artist Jamie Genevieve, Vieve focuses on neutral tones and easy-to-use products, all of which are vegan and cruelty-free. I’m a huge fan of crayon-style products that can be applied directly to the skin, and the Eye Wand is ideal for creating a speedy, foolproof smoky eye. I draw the Smoke shade along my lower lash line and smudge it across my lids most mornings – it’s almost impossible to go wrong with it.
Hourglass Ambient Lighting finishing powder in Luminous Light, 10g
Hourglass has made being vegan and cruelty-free a big part of its story since its launch in 2004. The brand is perhaps best known for its Ambient Lighting powders, blushes and bronzers, which create a glow without any dreaded sparkle, and feature a good range of shades for darker as well as lighter skin tones. I use the Ambient Lighting finishing powder in Luminous Light as the final step in my makeup routine, to add definition.
Violette_FR Bisou Balm in Rose Latte, 2.5g
Launched in 2021 by French make-up artist Violette Serrat, and a huge deal on social media, Violette_FR aims to help its customers achieve that effortless Parisian style of beauty, with user-friendly products in ultra-wearable shades. The Bisou Balm is one of the bestsellers – a semi-sheer lipstick you can layer up depending on the coverage you want. I like the Rose Latte shade for a subtle colour boost. As well as being vegan and cruelty-free, the brand is partnered with a number of sustainability initiatives and charities, and offers refillable packaging for some products.
For more, read Sali Hughes on French-style beauty
Merit Clean Lash Lengthening mascara, 7g
With a focus on minimalist, “no makeup” makeup, Merit products are straightforward to use and subtle in their effects, with pared-back packaging to match. It has been cruelty-free and vegan from day one, and it mails products in 100% reusable, recyclable and compostable packaging to minimise waste. I use quite a few products regularly, but my favourite is the Clean Lash Lengthening mascara. It’s a tubing mascara, which means it coats lashes in tiny polymers, rather than pigment or dye, so it never smudges, flaking off with warm water and cleanser when you’re ready.
For more, read our guide to the best mascara
Nailberry L’Oxygéné nail polish in Joyful, 15ml
From the shellac excreted by lac bugs to the keratin extracted from animals’ hooves or horns, nail polish brands tend to use quite a few animal-derived ingredients in their formulations. Nailberry is vegan and cruelty-free, and offers a great range of colours too. I’m not neat enough to do my own nails, but I’ll give myself an at-home pedi with the L’Oxygéné nail polish in Joyful over the summer if I can’t make it to the salon – it’s the perfect orange-red.
Rhode Pocket Blush in Freckle, 5.3g
Otherwise known as Hailey Bieber’s beauty brand, Rhode has been a runaway success – and not just because it has a famous founder. The cruelty-free, vegan, and dermatologist-tested products are actually really good. TikTok and Instagram fans are devoted to the Peptide Lip Tint, but I love the Pocket Blush, a balm-like cream blusher you draw directly on to your cheeks and blend with fingers. I use Freckle, a natural-looking peach tone.
Refy concealer, 4.5ml
From its multipurpose products that reduce the number of steps in your makeup and skincare routine, to its monochrome packaging and clear messaging around ethical standards, British brand Refy does beauty for people who like to keep things simple. Its concealer is brilliant – lightweight and easy to blend, and available in a wide range of shades.
For more, read our guide to the best concealer
Elf Micro-Fine brow pencil in Taupe, 9g
Having a social conscience is a big part of Elf Beauty’s ethos: the brand is cruelty-free, vegan and uses 2% of its annual profits to support causes such as LGBTQIA+ advocacy and women-in-sports initiatives. The product range is vast, but I rate the Micro-Fine brow pencil, which features a spoolie on one end, for brushing up brows, and a skinny liner on the other end for filling in. The taupe shade is perfect if you have fairer eyebrows like me.
Rare Beauty Find Comfort Lip Butter in Uplifting, 4g
Founded by Selena Gomez, Rare Beauty celebrates natural beauty with neutral tones and blendable formulas. Like many contemporary brands, it’s been clear on its ethical credentials from the get-go. I always have at least two tinted lip balms rattling around the bottom of my handbag, and the Find Comfort Lip Butter in Uplifting is one of them. Don’t be put off by how dark it looks in the tube, it’s quite a subtle tint that suits pink-toned skin like mine.
What you need to know
How can you tell if a product is vegan and cruelty-free?
“How do you know if someone is vegan? They’ll tell you.” It’s an overused and mean-spirited joke, but it’s definitely true of beauty brands. Modern beauty labels generally shout about their vegan and cruelty-free credentials – especially accreditations such as Leaping Bunny or the official Vegan trademark – so it’s worth checking websites and the product packaging for these first. Peta’s Ultimate Cruelty-Free List features brands that have eliminated animal testing for their ingredients, ingredient suppliers, formulations and finished products, while Leaping Bunny’s directory is backed by independent audits and supply chain checks.
You can also check the ingredients list on individual products to rule out animal-derived substances. Some of the most commonly used are beeswax, honey, lanolin, keratin, collagen, gelatine and carmine (a red pigment that comes from crushed insects). However, it’s worth mentioning that not all cruelty-free products are vegan, and vice versa, so make sure to cross-reference.
Where’s the best place to buy vegan and cruelty-free beauty products?
To ensure your purchases meet both criteria, shop from the brands listed above, which are entirely vegan and cruelty-free. Where brands sell a mix of cruelty-free products and products containing animal-derived ingredients, you’ll have to research each individual product. Lush, for example, includes beeswax and honey in certain products, but its website is clear about its reasoning, as well as labelling vegan products with the accredited the Vegan Society logo.
Similarly, the Body Shop has been a beacon of cruelty-free beauty since its inception in 1976, but, having cut out animal-derived ingredients completely in 2023, it has since reintroduced a small number of non-vegan products.
Another great place to try is Content, which allows you to “Shop By Ethos”, with all products labelled “cruelty-free” certified against animal testing by an independent third party, and additional filters for vegan, certified organic, gluten-free and UK-made products.
For more, read the best refillable beauty products for a more sustainable routine
Lisa Niven-Phillips is a beauty journalist with more than a decade’s experience in covering just about everything, from foundations and face masks to eye creams and eyelash extensions. She tries whatever she can get her hands on, and has a cupboard in her home dedicated to beauty products. Having worked in the industry long enough to have witnessed a real shift towards more ethically formulated beauty products, this article allowed her to draw upon years of great cruelty-free beauty finds, as well as discovering some new favourites.
