My Favourite Cruelty-Free Make-Up Brands (Drugstore & High-End)

In an ideal world, all beauty brands would be cruelty-free. It's baffling how, in this day and age, so many are not, especially when much better alternatives to reprehensible animal testing are available. However, it's important to celebrate the brands which produce beautiful products without harming either humans or animals, in the hope of them getting the recognition they deserve for having good ethics and also that it'll encourage more brands to follow suit.
It can be difficult to know where to start if you've just turned cruelty-free and aren't sure which brands are best. Even if you've been cruelty free for a long time, seeking out new make-up brands can be a challenge if you don't know anything about their products. So, allow me to share my favourite cruelty-free make-up brands from both the drugstore and designer ends of the spectrum. Perhaps this list will give you some inspiration or encourage you to venture out of your comfort zone to a brand you wouldn't usually lean towards.


With make-up being so expensive these days, everyone loves a high street brand and it's even better when those high street brands save you money but don't skimp on the quality. Collection is a go-to for essentials like the Lasting Perfection Concealer, as well as gorgeous lip products, trusty eyebrow kits and powders. They also do foundations which provide full coverage and last all day, the only downside to the brand being their shade range, or lack of it should I say, but this will hopefully widen as the brand grows. It can be difficult to find inexpensive make-up that ticks all the boxes: cruelty-free, cheap and decent quality, but Collection never lets me down.

Urban Decay

Probably most famous for their killer eyeshadow palettes, Urban Decay are a universally loved brand. They never seem to get it wrong so them being cruelty-free is just the cherry on top of the cake. Their products are at the lower end of the designer scale but are totally worth the cash as you know you're paying for quality stuff that's going to totally transform your appearance and won't budge once it's on your skin. My favourite products from them include their eyeshadows, setting sprays and foundation.

The Balm

From blinding highlighters to chocolatey bronzers, from pigmented lipsticks to beautiful eyeshadows, The Balm have a product for everyone and them being cruelty free just makes them even more exciting as a brand. Their products are in the middle in terms of pricing but any money spent on them can be justified because they feel much more luxurious than the price tag lets on. Their branding is fun, flirty and feminine and they certainly deserve more appreciation as a company.

Barry M

I know that once I apply a Barry M lipstick, it isn't moving until I want to take it off. Their products could certainly pass for more expensive ones due to them being of such high quality. Their liquid lipsticks give the Kylie Lip Kits a run for their money and their make-up setting spray is a lifesaver for any beauty lover. With many of the famous drugstore brands, (Rimmel, L'Oreal, Maybelline etc.) not being cruelty-free, you may think all hope is lost, but it certainly isn't. You needn't break the bank in order to be cruelty-free as there are plenty of other less expensive brands, such as Barry M, that will have your back.

Make-Up Revolution

Make-Up Revolution's products are so cheap it's criminal. You almost feel like a shoplifter after buying them as it's hard to believe that make-up that cheap could be that good. Make-Up Revolution have become game changers in the world of high street make-up, proving it is possible to sell amazing products at low prices and that "you get what you pay for" isn't always true. They sell eyeshadow palettes bursting with all the shades you could ever need for stupid prices, lipsticks which will make you never want to buy from a designer brand ever again and bronzing, blush and highlighter trios which could easily be mistaken for something much more costly.


Sleek is an exciting high street brand there to grant all your make-up wishes and solve any beauty troubles. Their products can be used for both natural and bold looks and you know you can rely on everything they produce, with many of their products bound to become 'go-tos' that you end up reaching for without even realising. I'm especially a fan of their lipsticks and eyeshadows.


Best known for their brushes and eyeshadow palettes, Morphe is adored by most beauty fiends. They don't try to con you into paying more for good quality, instead, they price everything at a reasonable amount yet still provide customers with products that wouldn't be out of place in a high end store. They are incredibly reliable as a brand, constantly delivering fresh ideas and exciting everyone with their new releases. I know their brushes have me set for life especially.

Too Faced

Too Faced's products are so innovative. They always come up with unique ideas to draw you in, like experimenting with packaging, colours and really pushing the scents of their make-up. Their brand is cute and sweet but is suitable for anyone. Their eyeshadow palettes and liquid lipsticks are personal favourites of mine, as are their blushers and foundations which provide a glowing complexion.


Beginning as an American brand, the UK was sent into a frenzy when the brand finally came over to us after years of lusting after their amazing, cheap as chips products. Their make-up is of premium quality, but won't cost you an arm and a leg. They also have so much to offer in terms of shades and products for all skin types. They also sell quality skincare. My favourite items from them include mascara, blush and lipstick.


Thanks to KIKO, anyone can create make-up looks that a professional make-up artist would be proud of. It's an Italian professional cosmetics brand which has taken the world by storm and offers a wide range of life changing make-up, face and body treatments. With no limits on shades and types of products they sell, KIKO push the boundaries and allow any make-up lover to be whoever they want to be.

Lottie London

Starting off selling cute nail polishes and top notch make-up brushes, Lottie London branched out into make-up, bringing something new to the saturated market that is drugstore cosmetics. They're very open about being cruelty free, which is exciting. Their highlighting palette is a must buy, with four shades perfect for all skin tones that give a glow which can be seen from space (probably).


BLEACH was world’s first hair salon focused on colouring rather than cutting and started its life as a single chair in the corner of a nail salon. They soon expanded and, in 2017, launched a make-up range bursting with products of astonishingly good quality. Their eyeshadows are a winner thanks to their pigmentation and how easy they are to blend, as are their long-lasting lip kits. They're proud advocates of brands being vegan and cruelty-free and their packaging is made from 100% recycled cardboard. 

What are your favourite cruelty-free brands? <3

Love, Emily :) xx

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