The Cruelty-Free Make-Up Brands Worth Knowing

Cruelty-free make-up has come a long way in recent years and now, there are more options than ever. Here are seven of our favourite smaller names putting a cruelty-free ethos at the heart of their brands.
By Sapna Rao /

All products on this page have been selected by our editorial team, however we may make commission on some products.



Thrilled that American brand Tarte is now available in the UK thanks to Sephora? You’ll be even happier to know it's cruelty free too. Known for its Shape Tape range and Tartelette Palettes, its high performance formulations are powered by fruit and plant extracts. Plus the brand has plenty of vegan-friendly options available. Its Amazonian Clay range is especially impressive, with a range of flattering blush and foundation shades, the products are also designed to minimise oil build-up while naturally hydrating the skin.

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This natural beauty brand was founded by celebrity make-up artist Rose-Marie Swift. Alongside bold, bright and colourful make-up, its focus is better-for-your-skin formulations. Often, ingredients used in natural cosmetics are refined, bleached, deodorised, heated or clarified – meaning they’re no longer ‘pure’. RMS, however, formulates its products using raw, food-grade and organic ingredients, leaving them all in their natural state. Every enzyme, vitamin and antioxidant used comes in its purest form, which means they can better penetrate and rejuvenate the skin. Its “re” Dimension Hydra Powder Blush – a multi-dimensional, nourishing powder blush – is one of our favourites from the brand, along with the Eyelights Cream Eyeshadow, the Luminiser Quad and its Tinted Daily Lip Balm.




Make-up artist Troy Surratt took inspiration from Japanese ingenuity and a New York sensibility to create his eponymous label. Offering a range of products you can customise to suit you, the formulations are unrivalled in their functionality, in large part thanks to the inventive packaging. For example, its Surreal Skin Foundation and Artistique Liquid Blush are equipped with built-in brush heads to evenly dispense the product, making application a breeze whether you’re a make-up pro or novice.



Kosas has blown up over the past few years – mainly for selling Hailey Bieber’s concealer of choice. Founded by multi-talented LA artist Sheena Yaitanes, it infuses its impeccable shade ranges with botanical-rich formulas and fun packaging. Alongside its iconic Revealer Concealer and Tinted Face Oil, you’ll find highly pigmented make-up – from lipsticks to bronzers. This consciously formulated collection also includes a select few skincare products such as an AHA & Enzyme Exfoliating Body Wash.

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A-lister Jessica Alba founded Honest Beauty in 2012 because there wasn’t a brand she trusted to make safe, effective and sustainable everyday products. Her own now beloved brand’s ethos is ‘clean beauty and a cleaner planet’. Hero products include the Tinted Lip Balm, Liquid Lipstick, Vibeliner and Magic Beauty Balm Stick.



Nude by Nature champions goodness for the skin, from the inside out. The natural formulas of Australia’s top-selling mineral make-up brand provide a beautiful finish with added benefits far beyond make-up. Formulations contain zero chemicals, synthetic ingredients or preservatives, plus the brand promotes compassion and respect for animals by raising awareness about cruelty-free practices – and it practises what it preaches with its cruelty-free PETA certified ranges. Look out for products like its Perfecting Concealers, Flawless Face Brushes, Precision Brow Mascaras and Cashmere Pressed Blushers.




This Berlin-based brand offers contemporary, high-end make-up. When it comes to formulation, there’s a clear focus on 100% natural and efficacious products, with most of them rich in avocado oil, chamomile extract and distilled clary sage, combined with the purest mineral pigments and plant based waxes. The whole collection is cruelty free and free from artificial preservatives and colourings, as well as parabens, mineral oils, aluminium and silicones. Favourites to note are its creamy, long-lasting Tagarot Lipsticks, Luk Creme Eye Sticks and Froh Brow Gels.


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