My Favorite Cruelty Free Brands
For the past several years I have been working towards using mostly cruelty-free products. I say mostly because there are some things that I can’t compromise on (I have yet to find a good cruelty-free deodorant that actually works, to name one thing). I’ve decided that for me, instead of giving up because I can’t be 100% cruelty-free I’m going to do as much as possible and support legislation and education to help make it the norm. I don’t think you have to do all or nothing to make a difference! When I started this journey I was pleasantly surprised to find out many of my favorite products were cruelty-free; along the way, I’ve found new favorites to replace previous ones and lots of products from brands I want to try. Going cruelty-free isn’t limiting!
This can be overwhelming when you’re getting started so I’ve compiled some of my favorite cruelty-free brands and products. I’ve included drugstore and high-end brands and skin care, makeup, and haircare. One thing to note is that I’ve made the decision to use brands that are cruelty-free even if their parent company isn’t. I’ve marked those brands with ^ so if you can easily identify them if you want to avoid them. If you want more info on going cruelty-free, I suggest starting with Cruelty Free Kitty
AG Hair- When I was coloring my hair, this brand was my jam. Good results at a decent price (especially if you can get them on sale, which I was able to frequently). I stopped using them because I found a new brand I love just a little more, but I’d use AG again in a heartbeat. This shampoo, conditioner, and heat protectant were my go-tos.
Anastasia Beverly Hills- The OG brow brand. The dip brow lasts forever (way longer than the eyebrow pencils I would use). I bought the brush to go with my dip brow 4-5 years ago and it’s still in great condition.
Ardell- Before finding Lashify, Ardell demi-wispies were my jam. If I were to go back to strip lashes, Ardell (and their Duo glue) would be my choice. I’m currently using the Stroke A Brow for that microbladed look and loving it (thanks to Katie Jane Hughes for sharing this).
^Becca- You can’t go wrong with a Becca highlight, especially in Moonstone
ColourPop- There are so many things from this brand that I love. In my everyday makeup, I use their Super Shock Highlighter in Lunch Money. I have a bunch of their pressed shadows and Super Shock Shadows which I don’t use daily, but when I do use them I fall in love all over again.
China Glaze- There are plenty of colors to chose from and they are easy to use, don’t dry out quickly, and last a decent amount of time on the nails.
Drunk Elephant- My star product from this line is Baby Facial, which gives me the softest skin I’ve ever had from an at home treatment. I do find that it tingles for the first 5ish minutes that it’s on, but it goes away.
e.l.f- e.l.f. brushes are great quality, especially with the price. I’ve had my brushes for years and they aren’t shedding or falling apart. They’ve also been upping their makeup game. I use the Primer Infused Bronzer and HD Lifting Concealer daily (the concealer has an abysmal shade range, if you can call it a range, but if one of the 3 products can work for you it’s great for the undereye area). The Baked Highlighter is great for a not-so-subtle highlight that still isn’t too in your face.
EcoTools- Can’t go wrong with any of their brushes or their brush cleaner.
First Aid Beauty- The FAB Ultra Repair Cream saves me during the winter when my already dry skin has the life sucked out of it; during the summer I use it as a night cream when I’m feeling particularly dry. I’ve used other products from the brand and liked them, but this is the standout product for me.
^Hourglass- I’ve been using the Ambient Lighting Powders since high school and still love the glow from within look they provide. I have a list of products I want to try from this brand but haven’t (stick foundation, ambient lighting bronzer, caution mascara, setting powder).
^It Cosmetics- The CC cream is my go to foundation because it’s so versatile; I can use as is for medium coverage or sheer it out for light coverage. It also mixes beautifully with other products and gives them a nice texture. The CC cream with the under eye cream gives the most perfected base (and I’ll also use it around my nose and on my cheeks if needed). And to top off your perfect based, a powder that does actually blur pores.
Josie Maran- My sister gave me the 100% Argan Oil for Christmas and I love it. I add it into foundation daily but also add it into my moisturizer if I’m feeling extra dry.
Kristin Ess- I’ve been using the KEH line since it launched and I don’t see myself changing any time soon. Her Signature Shampoo and Signature Conditioner are perfect no matter how frequently (or infrequently) I’m washing my hair. Once a week I use the Reconstructive Mask in place of conditioner and once a month I use the Bittersweet gloss to keep my hair shiny and keep warmth out. After every shower, I spray in some leave-in conditioner. I use her styling products too, but I think you can see how much I like the line.
LA Girl- I’ve only tried the concealer and foundation from this brand. I wasn’t crazy about the concealer but I love the foundation. I use the white foundation to mix in and lighten other foundations and it doesn’t change their texture or application.
Lashify- I saw Lashify (this is my personal link that will get me points if you buy something through it. If you don’t want to do that, just go to lashify.com) on Instagram last year and thought it must be too good to be true, but I had a vacation coming up so I decided to buy them to try. That was August 2018 and I have been hooked since then. I love that I can wear them for days at a time if I want or take them off every night and change up my look.
Milani- This foundation is full coverage, but when applied with a beauty sponge isn’t cakey, which is why it’s my go-to full coverage foundation. I just picked up the Strobelight powder a few weeks ago and love it for a more intense, but not glittery, highlight.
^NYX- The MicroBrow Pencil was my go-to for years before I started using Stroke A Brow. Good colors, perfect size, and a spoolie- everything I need for a perfect eyebrow pencil. The Angel Veil primer is smoothing but not drying and my favorite drug store primer. Finally, the Wonder Stick is my favorite cream contour.
Ouai- This dry shampoo has changed my life and I’ll never use another one (at least happily) again.
Physicians Formula- You cannot go wrong with the Butter Bronzer, Butter Blush, and Butter Highlight. They smell great and have a buildable formula. My other favorite product is the lash boosting liquid eyeliner. It’s a great eyeliner and I feel like it does actually help my lashes grow.
Real Techniques- The RT beauty sponge is the only sponge I use, after years of using BeautyBlenders. I also love their brushes, especially the setting brush for applying highlight.
SeneGence- I started with LipSense and if we’re being honest, it’s still the main product I use from SeneGence. My runner up products include their lip balm and lip scrub (which I love because it’s in a lib balm tube so it’s mess free and travel friendly). I have dipped my toes into using BlushSense, ShadowSense, and MakeSense (which is their foundation) and love each of them.
Shea Moisture- I’ve been using the African Black Soap body wash and Raw Shea Body moisturizer since high school. The only thing with the moisturizer is that it’s pretty thick, so I put it into a jar to make it easier to use.
^Tarte- I first used the Amazonian Clay foundation and 12-hour concealer in high school and they’re still some of my favorite options, especially for full coverage. I don’t really do mascara anymore, but when I do, the Gifted mascara is my go to.
Tatcha- Okay, it sounds crazy to be in love with a $52 primer. When I watched reviews on YouTube I thought everyone was crazy. But then my friend got me the sample size (thanks Rachael!) and I fell in love with it because nothing else makes my skin look so smooth and poreless. Plus a little goes a long way, so the container lasts a decent amount of time.
The Ordinary- I’ve only used a handful of the products that are available. Not everything has been a winner but there are some standouts. The Vitamin C powder is easy to mix in and only tingles a little upon application. The glycolic acid solution helps with my skin’s texture and a little goes a long way. The salicylic acid solution is great to use both as an all over treatment and as a spot treatment. And finally, the serum foundation is a surprisingly good light coverage foundation given the price point.
^Too Faced- I get the most compliments on my foundation as when I wear the Born This Way Foundation. It’s definitely a medium to full coverage so if you prefer lighter this most likely won't be your cup of tea.
^Urban Decay- I don’t use eyeshadow primer much, but when I do I use the Primer Potion, which is the first and only eyeshadow primer I’ve used. Pair it with any of their Naked Shadow Palettes and you’ve got a beautiful eye look that will last. UD also has some of the best setting sprays that increase the longevity of your makeup.
Wet’n’Wild- The PhotoFocus foundation rivals more expensive foundations. It’s buildable without getting cakey and lasts throughout the day. I also love the aptly named MegaGlo Highlighters, which pack a serious punch. Again, I don’t really use mascara any more but the Max Factor mascara is one of my favorites.
Wunder2- If you’ve been looking for a brow product that won't budge, look no further. There’s definitely a learning curve with WunderBrow but once you get it down you can get nice looking brows that won't smudge.