Beauty with a conscience is no longer niche. In 2026, more shoppers are looking for cruelty-free beauty brands that deliver high-performance skincare, makeup, haircare and body care without animal testing. From affordable vegan makeup favourites to luxury skincare and salon-worthy haircare, The Women’s Journal has rounded up the best cruelty-free beauty brands to know now. Whether you’re looking for Leaping Bunny-approved products, vegan formulas or ethical beauty swaps for your everyday routine, these are the brands worth adding to your bathroom shelf.
Best Cruelty-Free Beauty Brands 2026
Best cruelty-free makeup brand: Trinny London
Best cruelty-free skincare brand: The Ordinary
Best affordable cruelty-free beauty brand: e.l.f. Cosmetics
Best luxury cruelty-free beauty brand: Lisa Eldridge
Best cruelty-free body care brand: Lush
Best cruelty-free haircare brand: Olaplex
Best cruelty-free tanning brand: St Tropez
What Are Cruelty-Free Beauty Brands?
Cruelty-free beauty brands don’t test on animals during any stage of production, including both the ingredients and the final product. However, as there is no established legal definition, this means that there can be varying interpretations between brands.
On the whole, beauty brands that prioritise cruelty-free practices focus on alternative, non-animal testing methods and ingredients to formulate their products. These testing methods may include Reconstructed Human Epidermis (RHE), used by big brands such as L’Oréal, computer modelling and the Human Repeat Insult Patch Test (HRIPT).
Best Cruelty-Free Beauty Brands to Try in 2026
In 2026, many brands are moving in the direction of cruelty-free and focusing on harmless and responsible production. Not only are these brands free from animal testing, but they also work to suit a variety of skin types and concerns. Our selection covers skincare, including bodycare, haircare, beauty and overall wellness, all at different price points. Feel your best while knowing that your daily products are also ethically sourced.
Best Affordable Cruelty-Free Beauty Brands
These affordable brands place cruelty-free beauty at the heart of their products, reassuring you that you don’t have to spend a lot to make more ethical beauty choices.
e.l.f. Cosmetics
Widely available at most high-street beauty retailers, e.l.f Cosmetics is a diverse brand that opts for cruelty-free and inclusive beauty. They are also 100% vegan, meaning that they don’t include any animal-based ingredients in their products.
In 2022, e.l.f. also launched its own skincare line, which encompasses a variety of products from serums to cleansers for many skin types. With a range of makeup essentials, including their popular Halo Glow collection, as well as a myriad of products for eyes, lips, and face, e.l.f. is a popular, affordable option.
Faith In Nature
Female-founded Faith In Nature is a wonderful option for cruelty-free body care, haircare, and even dog shampoo! Started by Rivka Rose in 1974, she was inspired to create a natural brand that works to support both our skin and nature. Stemming from her fascination with an avocado seed and the great outdoors, Faith In Nature is a top choice for your beauty needs.
Popular products include their body washes, lotions and shampoo-conditioner sets, as well as their conscious aluminium refill options. The range offers beautiful natural scents, such as coconut, rosemary and wild rose, so you can feel fresh while knowing your products are benefiting you and the natural environment.
BYOMA
Launched in 2022, BYOMA is a barrier-focused skincare brand that sells 100% vegan and cruelty-free products. Their products were designed with the culture of over-exfoliation in mind, prioritising skin health while also delivering effective skincare solutions.
Some of their favourite products include their moisturisers and jelly cleansers that cleanse the skin and keep its natural balance at the same time. They also offer skincare sets, such as the hydrating starter kit, created with specific skin concerns in mind.
Rimmel London
As of September 2022, Rimmel London partnered with Cruelty Free International to achieve the Leaping Bunny approval for their entire range of products. Rimmel is an iconic beauty brand, widely available in most high-street beauty departments.
Their product lineup spans face, eyes, lips, nails and more, with cult favourites such as their mascaras and multi-tasker concealer. In 2022, they also brought out their ‘Kind and Free’ range, which is completely vegan and cruelty-free.
Best Luxury Cruelty-Free Beauty Brands
If you’re drawn to the world of luxury beauty but want to keep things kind and conscious, you’re not alone. Many high-end brands are offering beautifully crafted products that feel indulgent without compromising on ethics. It’s never been easier to enjoy a little luxury while staying true to cruelty-free.
Lisa Eldridge
Founded in 2019 by world-renowned makeup artist Lisa Eldridge, her brand is a space where luxury meets ethical beauty. Lisa used her decades’ worth of expertise and knowledge to launch the collection, bringing forth premium products curated with care.
The majority of her products are also vegan, making this a high-end yet conscious choice of a beauty brand. Popular favourites include her true velvet lipstick, foundation and skinpoint concealer. With a range of essentials from makeup to skincare, as well as accessories and jewellery, Lisa Eldridge delivers on both quality and ethical commitment.
TATCHA
This high-end luxury skincare-focused brand combines traditional Japanese beauty rituals with modern science to create products with intention. Founded by Vicky Tsai after she suffered from acute dermatitis, the brand is designed with sensitive skin in mind. Not only is it focused on wellness, but it’s also conscious and cruelty-free.
Iconic products from their range include The Dewy Skin Cream, The Water Cream and The Essence, made to rejuvenate all skin types. The products contain natural Japanese ingredients, inspired by Vicky’s transformative trip to Kyoto, where she learned all about mindful body care. TATCHA also sells miniatures and gift sets, perfect for travel and special occasions.
Chantecaille
Home to botanical skincare and makeup, Chantecaille places eco-consciousness and animal welfare at the heart of its luxurious range. The brand was founded by Sylvie Chantecaille and her daughter, Olivia, in 1998, when they advocated for a new generation of natural beauty.
Chantecaille offers skincare, makeup and fragrances inspired by nature and created from botanical ingredients such as Nasturtium Flower Extract from France and Wild Pansy from Bulgaria. Some favourite products are their Future Skin gel-foundation and pure rosewater spray.
Hourglass Cosmetics
Fully cruelty-free and vegan, Hourglass Cosmetics offers a wide array of premium makeup essentials, kind to skin and ethically created. Carisa Janes founded the brand with the intention of bridging the gap between luxury makeup and skin-friendly ingredients. They have a wide range of products from eye makeup to smoothing cleansers and serums.
Some of their iconic products include the Voyeur Waterproof Gel Eyeliner and the Veil Hydrating Skin Tint, as showcased below. The eyeliner can be used to create a smoky, bold look, and the skin tint provides natural-looking coverage while evening out the skin complexion.
Art de Huile
Pharmacist and clinical aromatherapist Dr Hülya Kayhan founded Art de Huile, a cruelty-free brand that fuses together scientific practices with nature’s power. Their products cover a range of wellness needs, from sleep and stress to immune support, including essential oils and supplements.
One of their popular products is the intense sleep roll-on oil (pictured). The oil can be diffused or used in a massage oil and contains lavender, cedarwood, frankincense and Vetiver, natural elements that promote healthy sleep and relaxation.
Best Cruelty-Free Skincare Brands
Skincare can be both nourishing for humans and kind to animals. These brands are dedicated to nurturing skin while ensuring their ingredients are responsibly sourced and cruelty-free.
Curated Beauty London
Dedicated to creating fragrance-free, cruelty-free and vegan skincare formulations, Curated Beauty London is a top skincare brand for mid-life skin. Founded by Sam Grocutt, Ros Simmons, and Natalie Ingham, these three co-founders bring together a wealth of expertise within the beauty and wellness industries that shines through in their products.
A popular product is the Flawless Defence Primer, an everyday primer that aims to protect the skin’s barrier from UVA, UVB and environmental stress while leaving a lasting radiance. Its skin-friendly ingredients include a multi-peptide ‘messenger’ complex, phyto stem cell complex and mineral SPF 50 filters to support collagen production and the skin barrier, offering high-protection coverage. Wear under makeup for a flawless finish, or apply every day for a healthy glow.
The New Beginning Retinoid Serum is another essential for your skincare collection. Perfect for retinoid first-timers, this nightly serum boosts skin renewal and collagen production to make your skin plump and bright. Safe for all skin types, although Curated Beauty recommends always patch testing first before incorporating a new product into your routine.
Maydi+
The ingredient Maydi is at the heart of this cruelty-free and vegan skincare brand. Coming from Somaliland, Maydi is the local name for Boswellia Frereana, a unique Frankincense extract. Combining nature and science, this skincare line is dedicated to creating products that work alongside mid-life skin to support its natural barrier. Through meticulous research and scientific practice, Maydi+’s range of products nourishes and enhances the skin’s health and appearance.
Their popular Hydrating Treatment Mask is a nourishing overnight cream, infused with BFE-01 to hydrate and alleviate redness. Its creamy texture soothes the skin and gradually melts into it, leaving it soft and refreshed. You can use this weekly, overnight, or whenever your skin needs extra care.
Another one of their standout products is the peptide eye cream, a luxurious formula designed to boost collagen and soothe undereye skin. Users of the cream have noted that it’s rich in consistency, with a smooth application, and absorbs fast into the skin. The overall effect is brightening and lifting, giving the skin a radiant glow while working to strengthen it.
Triology
Founded by two sisters from New Zealand in 2002, Triology was leading the way with clean beauty long before it became a mainstream movement. Certified by NATRUE, they are a cruelty-free brand with sustainable formulations, Non-GMO and microbead-free. All of their formulations are vegan, green and ocean safe, too.
The Rosehip Oil, one of their hero products, works to replenish the skin, supporting its natural barrier while relieving redness, scarring and stretchmarks. Wild-harvested, cold-pressed and rich in Omega-3, 6 and 9, it’s infused with natural healing properties that will give your skin a beautiful glow.
A second standout essential is the Hydrating Mist Toner, a multi-use light mist spray that instantly refreshes the skin. Use as part of a cleansing routine after your usual cleanser and toner, or spritz over makeup for a rejuvenated look. It’s gentle, soothing and a nourishing addition to any skincare routine.
Fadeout
The hyperpigmentation experts at Fadeout have created a lineup of vegan and cruelty-free products that even and brighten all skin tones and types, at any stage of their skin journey. Their inclusive range combines gentle active ingredients, such as niacinamide and rosehip seed oil, to treat skin scarring, dryness, dark circles and much more.
Some of their top products include the Advanced Brightening Day Cream with SPF20, a cream that lessens the appearance of hyperpigmentation, improving skin texture and evens the skin’s overall complexion. Another popular favourite includes the Pure Glow Brightening Facial Wash, an exfoliating wash that aims to balance the skin and remove any impurities without drying out the skin.
Rodial
Founded in 1999 by Maria Hatzistefanis, an entrepreneur and former beauty editor, Rodial is an innovative and hi-tech skincare and complexion brand that delivers both instant and long-lasting results. Their products are all cruelty-free, ranging from skincare to makeup, and aim to firm, lift and brighten the skin.
Some cult favourites include the dragon’s blood range from the skincare section. For instance, the Dragon’s Blood Hyaluronic Velvet Cream, which includes hyaluronic acid, hydromanil and squalane to nourish the skin. Rodial has also introduced its advanced polynucleotide (PDRN) skincare range, designed to support collagen production and improve skin firmness.
YNNY
Founder of YNNY, Georgina Tang, is a multi-award-winning beauty guru with a truly inspiring backstory. Facing homelessness at the age of just 16, she eventually worked her way up to deputy chief executive for a housing trust. At the age of 40, she became a full-time carer for her son, Alessio, who suffered from health complications before being diagnosed with an autoimmune condition at the age of eight. YNNY was born out of an accident, after Georgia created a soothing shea butter balm that cured her son’s severe psoriasis in 2013. A year later, she launched the brand and found much success in the coming years.
One of their top product choices suitable for sensitive and midlife skin includes the Enhanced Collagen Booster With Hyaluronic Acid & Vitamin C. The serum is full of bioactive ingredients to support collagen production and aims to brighten skin while reducing any dark circles, hyperpigmentation, and scarring. The product application feels gentle, gliding onto the skin and leaving a refreshed after-feeling.
You can follow up with the Elixir Floral, an Anti-Aging & Skin Rejuvenating Serum made to nourish the skin and help with the appearance of fine lines and scarring. Once again, the serum melts into the skin, leaving it replenished and reinvigorated. Their Organic Lavender Water Cleanser and Toner is a great choice of toner for acne-prone skin. The antibacterial properties help to prevent any acne, leaving behind a radiant glow. For maximum effect, use the Unscented Rich Face Cream for a fully cleansed and hydrating experience.
Gem & Tonic
Founded by Gemma Atkinson, Gem & Tonic is a skincare and haircare brand that infuses its products with the natural properties of plant extracts and gemstones. These mineral-rich ingredients benefit skin and hair health, for a radiant shine and a brightening effect. The line consists of a cleanser, moisturiser, body lotion and hair mist. Created with women on the go in mind, her products bring together self-care and busy lifestyles.
A simple yet effective daily cleansing option is the Nourishing Cream Cleanser. Formulated with quartz, papaya and liquorice, you’ll find yourself looking forward to this self-care ritual. The product is gentle, softly lifting makeup and impurities while replenishing the skin. Its application is silky and leaves your skin cleansed without feeling dry. You can complete your daily cleansing routine with the Replenish & Rescue, Hydrating Face Cream, a nourishing moisturiser.
Gem & Tonic also offer the Revive & Refresh hair and scalp mist for those days when your hair needs rejuvenating. It’s a natural, light alternative to typical powder shampoos, made with ingredients such as moonstone, amethyst and plant keratin for shine and strength. Ideal post-workout or for a simple refresh, the mist leaves your hair feeling hydrated and healthy.
Best Cruelty-Free Makeup Brands
It can be difficult to navigate the beauty market and know for sure which brands are cruelty-free. To make things easier, here are some of the best cruelty-free makeup brands that need to be on your radar.
Green People
Founded in 1997 by Charlotte Vøhtz, Green People was born out of caring for her daughter’s skin allergies. Despite products being labelled as ‘organic’, Charlotte realised that this was not actually the case. From that point, she began to create her own truly organic products, made with sensitive skin in mind. Products range from soothing cleansers to their latest Age Defy+ Collagen Boost Face Oil Elixir for mid-life skin, a beautiful serum for strengthening and nourishing the skin.
Although Green People originated as a leading organic skincare brand, it’s now also a wonderful choice for vegan and cruelty-free makeup. A favourite product is their Volumising Mascara, the perfect mascara for sensitive eyes. It comes in black and deep brown, and it’s a true staple everyday mascara. It lengthens the lashes for a natural yet bold look, while also conditioning them with plant actives. Long-lasting, wear all day or night, knowing your lashes look sensational and are taken care of.
Trinny London
In 2017, Trinny Woodall established Trinny London with one goal in mind: eradicating the need for overflowing makeup bags. Trinny wanted to simplify the beauty game, helping countless women find only the essential products suited to their skin. She introduced stackable product sets to help with this, changing the way people approach their everyday routines.
From the Starter Makeup Stack to the Fresh Face Makeup Stack, Trinny’s products are created with convenience and skin health in mind. Some other bestselling items include the BFF Eye Serum Concealer and the BFF De-Stress Tinted Serum. These are made with skincare ingredients, hyaluronic acid and vitamin C for a skin-kind and luminous finish.
Lumene UK
Lumene is a vegan, cruelty-free brand with a commitment to sustainable and ethical beauty. Created with upcycled and wild-crafted Nordic ingredients, their products are made with care. What’s more, is that their packaging is sourced from recycled and recyclable materials. They are dedicated to crafting high-performance skincare and makeup products that work with the skin, while supporting the planet, too.
A popular product of Lumene is the CC Cream Foundation, a lightweight moisturiser that provides medium coverage and evens the skin tone for a natural glow. Infused with Nordic lingonberry and hydrating Arctic spring water, the foundation is healthy and hydrating for the skin. It can be applied with a brush, sponge or simply with your hands, for a silky smooth application. Easily blendable and buildable, it’s a natural-looking SPF foundation that provides coverage while still feeling like skin.
Ruby Hammer Beauty
Founded in 2019 by makeup artist Ruby Hammer, her brand is all about embracing natural beauty with her chic, editorial-inspired products made for all skin types and ages. In 2007, Ruby was awarded an MBE for her contributions to the cosmetics industry, and she brings this wealth of expertise to every product. Each item is created with care, designed for simple application with maximum results. Even more, the line is 100% vegan, free from animal-derived ingredients and cruelty-free.
Some of her signature products include Ruby’s Cheek Colour, a blush stick that gives the face a soft flush and pulls together any makeup look. Smooth and satiny, the product effortlessly melts into the skin for a natural yet put-together finish. It layers perfectly atop your foundation and is also multi-purpose, suitable for adding a touch of colour to the lips, too. The blush comes in a variety of shades from red to bronze, so there’s a colour to suit any makeup look.
Another iconic essential is the Lip Serum Balm, which soothes the lips while bringing together both everyday and more glamorous looks. Infused with skin-conditioning ingredients, such as Sativa Seed Oil and Meadowfoam Seed Oil, it’s both nourishing and effortlessly sophisticated. Dewy and bold, this is the ideal lipstick for a splash of colour that won’t dehydrate your lips.
Odylique
Originator of the world’s first-ever certified organic makeup, shampoo and suncream, Odylique is a cruelty-free brand founded by the mother-daughter team Margaret and Abi Weeds. The brand was created when Margaret began to experiment with natural, skin-friendly concoctions to help soothe her and her family’s highly sensitive skin. Led by Margaret’s extensive herbal knowledge and belief in the healing power of nature, Odylique has an impressive lineup of products from gentle Cream Foundation to Reviving Rosemary Shampoo. Each of their products is handmade, ensuring the highest quality and attention to detail.
Their makeup essentials, such as the Mineral eyeshadow, are created with all-natural ingredients, including mineral pigments, plant oils and botanicals that care for skin while leaving a stunning finish. With seven shades from slate to gold, there’s a tone to suit every mood and occasion.
Another standout item is the mineral lipstick, impressively the first and only lipstick to be certified to the Soil Association and Fairtrade standards. From the popular cherry tart shade to rose parfait, each application adds a beautiful pop of colour and hydrates the lips at the same time.
Best Cruelty-Free Body Care Brands
Where ethics meet indulgence, these cruelty-free body care brands deliver formulas that feel as good as they are conscious. They prove that you don’t have to compromise on quality when it comes to ethical beauty.
Nursem
Nursem was co-founded by pediatric intensive care nurse Antonia and her husband, Jonny. After experiencing painful effects from persistent handwashing, she decided to develop a solution to help other nurses facing the same issue. Their brand works with only natural and soothing ingredients, designed to heal sensitive and broken skin. Not only is Nursem cruelty-free, but it also supports nurses, giving back with every product purchased through the Nursem Promise.
One of their hero products is the Caring Hand Cream, made to soothe soreness with medical-grade Manuka Honey and White Willow extract. Plant extracts and oils nourish the skin and keep it moisturised, restoring the skin’s natural barrier. The application feels gentle and restorative, and leaves the skin feeling healthy and protected.
Another favourite is their Ultra Caring Body Balm, a thick cream suitable for dry, itchy and sensitive skin. It contains advanced clinically proven actives that help to stimulate the body’s natural filaggrin production for soft skin. Apply whenever you need an extra boost of moisture for a naturally radiant and healthy shine.
Whites Beaconsfield
Whites Beaconsfield is committed to providing cruelty-free oral care, making it a sustainable option. Founded in 2019, they provide healthy and affordable teeth whitening solutions, with bestselling products such as toothpastes, strips and powders.
Their Teeth Whitening Strips are free from Peroxide and Fluoride for a brighter smile that doesn’t come at the expense of your teeth and gums. Easy to use and enamel-friendly, the strips whiten teeth in 14 days. A great alternative to the strips is their Whitening Powder, featuring eight active ingredients which work to whiten teeth without causing any sensitivity.
Lush
At the heart of all Lush products is the fight against animal cruelty. Since before they opened their first shop, they have advocated for animal welfare in the beauty industry. Lush started in 1995, and from then on, they have been committed to continuing the line of cruelty-free beauty. The company is around 95% vegan, with a few products containing animal derivatives such as beeswax or honey, but they are 100% vegetarian.
Over the years, Lush has had many cult-favourite products, including its fizzing bath bombs, shower gels, and shampoo bars. One of their standout body care products is the Sympathy For The Skin body cream, an indulgent banoffee-scented cream made to soothe dry, sensitive skin. Created with fresh organic Fair Trade bananas and infused with vanilla, the cream is luxurious; a true treat for the skin.
St Tropez
Cruelty-free and vegan-friendly, St Tropez is a self-tanning brand dedicated to delivering high-quality and sustainable products. With a variety of products across self-tan, gradual tan and instant tan, there are plenty of ways to help you build a natural, sun-kissed glow that’s also skin-kind.
A popular tanning essential is their Classic Bronzing Mousse, an easy-application self-tanning mousse. Made with a lightweight formula, this tan adapts to your skin tone and has up to a 10-day wear. Simply apply with a tanning mitt and wait between four and eight hours for a radiant glow. It’s hassle-free and ideal for first-time self-tanners, or for those who want trusted results time and time again.
Moo & Yoo
Edinburgh-based Moo & Yoo is a cruelty-free haircare and bodycare brand carefully crafted with sensitive skin in mind. Mother and daughter duo, Suzie and Olivia, founded their brand in 2019, creating products in response to the harsh, chemically-infused salon products Suzie often worked with. The main superstar ingredients found in their products include Icelandic moss and marula oil, natural ingredients that soothe and nourish both hair and skin.
Some of their most-loved products are the gentle and enriching Miracle Shampoo & Conditioner, which leave hair silky smooth while protecting the scalp’s health. In their body care range, they also offer the Miracle Body Wash and Body Lotion, two healing products that leave the skin feeling cleansed, refreshed and nourished. Lightly scented and infused with all-natural ingredients, use them both together for maximum effect. Contained in an elegant glass bottle, these products also make a spa-like addition to your bathroom, and using them feels like an indulgent routine.
Arran
Created with Scottish mineral-rich Arran water to craft their luxurious Bath, Body & Home Collections, the brand is both cruelty-free and offers a high-quality self-care experience. Arran aims to use minimal animal derivatives, using only beeswax and honey extract. Their products are fragrance-first while also caring for the skin’s health.
Part of their body care range includes a variety of nourishing shower gels, infused with pro-vitamin B5 for soft and healthy skin. Enjoy an array of delicate scents such as jasmine, sandalwood and grapefruit that leave the skin beautifully scented and cleansed. To complement this indulgent shower routine, follow up with one of their body lotions. A popular favourite is the Kildonan Body Lotion, scented with orris and violet leaf.
The Humble Co.
Bodycare isn’t complete without an effective oral hygiene routine. That’s why Swedish brand The Humble Co. was created in collaboration with dentists. They offer a range of everyday essentials, including toothbrushes, floss, and oral care accessories. Both cruelty-free and completely vegan, they make their products with plant-based, recycled or sustainably sourced materials. Not only are they committed to nurturing the environment, but they also give back to people. Through the Humble Smile Foundation, they support oral health projects for children in underserved communities globally.
There’s a range of kits and bundles tailored to different oral care needs, such as sensitivity and whitening, and they also have natural chewing gum on offer. Some of their bestsellers are their teeth whitening essentials, such as the Whitening Pen and the dentist-approved Oral-B Electrical Toothbrush Heads, Plant-based.
Best Cruelty-Free Haircare Brands
Good hair days shouldn’t come at a cost. Cruelty-free haircare brands are redefining what it means to care for your hair, combining salon-quality products with ethical responsibility.
NEOM
NEOM is a wellbeing brand launched by Nicola Elliott in 2005. The brand originated with four homemade candles created with 100% natural fragrance and wax, and since then, it’s grown to encompass bath and body care and hair care. With so many gentle, wellbeing-focused essentials to choose from, NEOM is a top choice for cruelty-free self-care.
Its haircare range includes its well-loved Super Shower Power Shampoo and Conditioner, two products naturally derived and 100% vegan. Lightly fragranced with relaxing spearmint, rosemary and eucalyptus, these items create a serene experience. As they are both silicone-free, both items nourish the scalp while gently cleansing any impurities. For a truly spa-like routine, use both the shampoo and conditioner together for maximum results.
Olaplex
Founded in 2014, Olaplex is a popular choice of cruelty-free and vegan haircare. All of their products are vegan, free from animal-derived ingredients, as well as sulfate-free, paraben-free, and phthalate-free. This means that they are formulated to be gentler on both your hair and scalp, avoiding harsh chemicals that can cause damage or irritation over time.
Popular products include their Nº.4 Bond Maintenance Shampoo, a concentrated shampoo that repairs hair damage, strengthening the hair and leaving it with a glossy finish. Follow up with their Nº.5 Bond Maintenance Conditioner to replenish the hair’s softness and leave it feeling thoroughly nourished.
Maria Nila
This Swedish vegan hair care brand was founded by the Wikström family. Founder Ann was inspired by her grandmother Maria Nila, who lived by the Sámi principle, respecting the environment and nature. What started as creating formulas in the family garage turned into a brand loved worldwide.
The Head & Hair Heal shampoo and conditioner range is a top product, created with aloe vera to soothe and balance the scalp. With a light scent of jasmine and blossom, the product duo will leave your hair feeling invigorated and cleansed. Another favourite is the Gloss Coat, a smoothing hair treatment designed to leave your hair shiny, smooth and frizz-free. It’s the perfect product to treat your hair with a salon-quality finish.
The Ordinary
Co-founded by Nicola Kilner in 2016, The Ordinary aimed to challenge industry norms by bringing clinical formulations to the mainstream at low prices. They have a range of popular essentials, including skincare, body and hair care, suited to a variety of skin types. All of their products are vegan and cruelty-free, kind to the natural world as well as skin and hair.
A hero product in their haircare line is the Multi-Peptide Serum for Hair Density, a leave-in formulation that supports the scalp’s balance while giving thicker, nourished-looking hair. Created with peptide technologies and a series of plant-based extracts, the serum is a great choice of cruelty-free and growth-boosting haircare.
Megi Wellness
Aneta “Megi” Mortlock founded Megi Wellness after spending years in the clean beauty industry and facing her own unexpected hair loss. She realised that the harsh chemicals on the market were designed ineffectively, aimed mostly at men. From there, her brand was created, with its focus on cruelty-free, natural solutions for hair loss. Formulated with ingredients such as stem cell-derived peptides and caffeine, Megi’s products work with the hair’s natural balance.
The Growth Stimulating Shampoo prolongs the life cycle of the hair, slowing hair loss and promising thicker hair in three months. Infused with Biotin, Caffeine, Vitamin B5 and more, this shampoo will nourish and replenish thinning hair. Use alongside the Hair Growth Serum to complete your routine, a restorative leave-in oil.
Cruelty-Free vs Vegan Beauty: What’s the Difference?
It’s crucial to distinguish between cruelty-free beauty and vegan beauty, as their definitions differ slightly. On the whole, cruelty-free means that the product has not been tested on animals at any point in production. Many cruelty-free brands also avoid selling in markets where animal testing is required by law.
However, this doesn’t necessarily mean that the product is animal-free. It may include animal-derived cosmetic ingredients such as beeswax or lanolin (wool grease from sheep’s coats). Products that are 100% vegan only use mineral, plant-based or synthetic alternatives to ingredients sourced from animals.
How to Check If a Beauty Brand Is Cruelty-Free
To confirm whether a beauty brand is cruelty-free, the best way is to look out for internationally recognised and official logos on the packaging. As there are a few certifications out there, it’s important to understand their meanings.
The Leaping Bunny Logo is considered the ‘gold standard’ of cruelty-free. On the packaging, it looks like an illustrated bunny leaping between two black stars. It represents the fact that the company hasn’t tested on animals at any point in development, including suppliers. This commitment is tested by independent audits to ensure reliability.
PETA’s Beauty Without Bunnies logo looks like a rabbit face with pink heart-shaped ears. The certification means that the company hasn’t tested on animals at any point in creating the product. This covers ingredients, formulations, suppliers and the final product. Although this is a highly recognised certification, it’s important to note that this is a legally binding statement of assurance and isn’t tested by third parties.
Formerly based in Australia, Choose Cruelty-Free (CCF) merged with the Leaping Bunny Programme to affirm its global impact. It’s represented on packaging as a black-and-white rabbit image with the phrase ‘Not Tested On Animals’. While some certifications only focus on the final product, the CCF requires ingredients not to have been tested on animals for 5 years before application.
You can also check whether a company operates as cruelty-free using databases and apps. Leaping Bunny has a shopping guide that categorises many cruelty-free brands. PETA also has a Beauty Without Bunnies database that provides a similar service. Their Bunny Free app, available for iPhone and Android, allows you to scan products as you shop, a convenient feature that ensures you’re shopping mindfully.
Cruelty-Free Beauty Brand FAQs
What does cruelty-free mean in beauty?
Cruelty-free beauty products are not tested on animals during any stage of development, including ingredients, formulations and finished products.
Which beauty brands are truly cruelty-free?
Many beauty brands now follow cruelty-free practices, including e.l.f. Cosmetics, The Ordinary, Lisa Eldridge, Olaplex, BYOMA and Lush. Look for certifications such as Leaping Bunny or PETA’s Beauty Without Bunnies for extra reassurance.
Is cruelty-free the same as vegan beauty?
No. Cruelty-free means the products are not tested on animals, while vegan beauty products do not contain animal-derived ingredients such as beeswax, lanolin or honey.
How can you tell if a beauty brand is cruelty-free?
Check for trusted cruelty-free certifications such as Leaping Bunny or PETA’s Beauty Without Bunnies logo on product packaging or the brand’s official website.
What are the best affordable cruelty-free beauty brands?
Affordable cruelty-free beauty brands include BYOMA, e.l.f. Cosmetics, The Ordinary, Rimmel London and Faith In Nature.
Are luxury beauty brands cruelty-free?
Yes, many luxury beauty brands are now cruelty-free, including Lisa Eldridge, Chantecaille and TATCHA.
What are the best cruelty-free skincare brands?
Some of the best cruelty-free skincare brands include The Ordinary, Curated Beauty London, Trilogy, Rodial and Fadeout.
Are cruelty-free beauty products better for sensitive skin?
Many cruelty-free beauty brands focus on gentle ingredients and skin barrier support, making them a popular choice for sensitive skin. However, it’s still important to patch test new products before use.
What is the Leaping Bunny certification?
Leaping Bunny is considered one of the most trusted cruelty-free certifications. It confirms that a company and its suppliers do not test on animals at any stage of product development.
Are cruelty-free beauty brands sustainable?
Many cruelty-free beauty brands also prioritise sustainability through vegan formulas, refillable packaging, responsibly sourced ingredients and recyclable materials.
