Because makeup shouldn't harm us or animals.
Non-Toxic Makeup Brands

Clean & Cruelty-Free Makeup Brands

Vetted Clean and Cruelty-Free makeup brands.
Vetted Clean and Cruelty-Free makeup brands.

Non-Toxic Makeup Brands
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Last Updated 7/6/2021

Clean + Ethical Beauty

Although many countries have banned 1,300+ harsh chemicals from being used in cosmetics, the United States of America still allows a majority of them. Because of this, it falls upon us as consumers to conduct our own research and determine which ingredients and products are “safe” to use. Thankfully America is becoming more aware of the overuse of “harsher” chemicals, and we’re seeing the birth of tons of beauty brands that are using safer ingredients as a result.

We’ve curated a list of clean makeup brands, with varying price points, that are also cruelty-free.

Please keep in mind that everyone’s definition of “clean”, “green” and “non-toxic” differs. While our list is a great starting point, we always suggest reviewing product ingredients first and consulting your doctor or dermatolgist with any quesetions.

Green Beauty Brands (that don’t test on animals)

100% PURE

100% PURE® is an organic beauty brand by Susie Wang, James Wang, and Ric Kostick. Their color cosmetics are dyed with fruit, vegetable & plant pigments instead of chemical-based dyes. Aside from using natural ingredients they are big on sustainability, and have made their packaging biodegradable. They also create hair & skincare products.

Selling Points: Organic, Fruit-Pigmented, Biodegradable Packaging
Price Range: Luxury [$$$]

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Antonym Cosmetics was founded by makeup artist Valerie Giraud, located in Miami, FL. Val’s vision for Antonym was to bring organic ingredients to the forefront while still performing well. Antonym has been used on many celebrities for red carpets events, such as Keira Knightely, Ashley Green, and Elizabeth Banks.

Selling Points: Organic, High Performing
Price Range: Luxury [$$$]


Āether Beauty was created by former Head of Product Development at Sephora, Tiila Abbitt. Tiila saw a need for more color choices and truly sustainable packaging in the clean beauty space and created just that. Her line currently includes award winning eyeshadow, blush, and highlighter palettes – with plans to expand further.

Selling Points: Crystal Infused, Zero Waste Packaging, Women Owned, Vegan, Award Winning
Price Range: Luxury [$$$]
Discount: 10% off w/ code “cleanandcrueltyfree”


Au Naturale is a wisconsin-based company ran by Ashley Prange, a former nuclear analyst from D.C. Au Naturale relies on high quality ingredients sourced from farmers. The range includes complexion, lip, cheek, and eye colored products and isn’t afraid of pigmented, vampy colors.

Selling Points: Women Owned, Ethically Sourced, Transparent
Price Range: Mid-Range [$$]

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Clove + Hallow was founded by Makeup Artist Sarah Biggers-Stewart. Sarah’s vast knowledge on makeup application and formulation allowed her to create an award winning line that performs like a dream. Some of Clove + Hallow’s largest selling points are a 15-ingredients-or-less promise and inclusive shade ranges.

Selling Points: Women Owned, Indie Brand, Vegan, Award Winning, Inclusive
Price Range: Mid-Range [$$]


Elate has a beautiful line of colored cosmetics, packaged in compostable bamboo and seed paper. They also have refill program, allowing them to produce little waste. Their emphasis is on building a capsule collection.

Selling Points: Indie, Women Owned, Refillable, Low Waste
Price Range: Mid-Range [$$]


Founded by former Sephora employee, Susan, in the San Francisco Bay Area.

Selling Points: Women Owned
Price Range: Mid-Range [$$]


Ran by an American husband + wife team out of NYC. Their line is made with food grade ingredients in small batches.

Selling Points: Organic, Vegan, Minimalistic, Small Batch
Price Range: Mid-Range [$$]


Selling Points: High-Performance, Quality Ingredients
Price Range: Luxury [$$$]


Having been around for 25+ years it’s hard not to think of Jane Iredale as the orginator of “Clean Beauty”. Their primary focus is to mix skincare benefits within their makeup, allowing people with troubled skin to feel beautiful and wear makeup without further upsetting their skin.

Selling Points: Long Wear, Skincare Infused
Price Range: Luxury [$$$]


Karen Behnke founded Juice Beauty after having her first child at 40. After undergoing hormonal changes she sought out a healthier way to take care of her changing skin – and thus, created the line. While her skincare seems to be more popular, her cream blushes, mascara, and CC cream are not to be sleeped on.

Selling Points: Sustainable, Vegan, Organice, Farm to Beauty
Price Range: Mid-Range [$$]


Johnny Concert was co-created by former Elle Magazine intern Joanna Christina and Creative Director Matt Baggiani. Their line brings edginess to clean beauty, while remaining conscious and kind at the core. Their products include biodegradable glitters, eyeshadows, and lip products.

Selling Points: Vegan, Biodegradable (Glitter)
Price Range: Mid-Range [$$]


Kosas has been killing the makeup game as of late, coming out with clean and cruelty-free products that are effective and modern. Their products are intended to be simple and multi-use, perfect for people who are always on the go.

Selling Points: Inclusive, Skincare Benefits, Multi-Use
Price Range: Mid-Range [$$]

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If you’re into green beauty, chances are you’ve seen the adorable lilah b. pods across social media before. They’re notorious for their complexion products and blusher – yet offer so much more (including adorable quad pod eyeshadows). Founder Cheryl Yannotti Foland has intertwined a less is more approach through her line, focusing on capsule collections and minimalism.

Selling Points: Minimalistic, Capsule Collection
Price Range: Luxury [$$$]


Mob Beauty was the brain child of former chief chemist (and founder) at MAC Cosmetics, Victor Casale, as well as other industry vets. This higly experienced team knows how to make high performing products that both consumers and pro artists alike will reach for over and over. Add in sustainable packaging, conscious ingredient sourcing, and clean formulation – and you have an award winning green beauty line in the making. MOB’s cake liner, eyeshadows, and clay blushes are causing a stir across social media, and for good reason – they rock!

Selling Points: Sustainable Packaging, High Performace, Professional Grade, Sample Sizes
Price Range: Luxury [$$$]


Nadine Cormier and Sandra Anderson-Diaz created Nu Evolution after they and several others in their life were diagnosed with health issues. They decided to create a line that is both “healthy and stylish” to match their busy lifestyles and personal preferences. The line consists of colored cosmetics for complexion, eyes, and lips.

Selling Points: Female Owned
Price Range: Mid-Range [$$]


Selling Points: Crystal Infused, Affordable, Vegan, Widley Available, Recyling Program
Price Range: Drugstore [$]


Founded by three sisters with an emphasis on magic. Rituel De Fille is well known for their beautiful cream pigments, eye soots, and luminizers.

Selling Points: Women Owned
Price Range: Luxury [$$$]


RMS is a pro-grade beauty line, and one of the first major players in the clean beauty space. Founded by makeup artist Rose-Marie Swift, the line marries clean ingredients and professional performance well.

Selling Points: High Performing, Professional Grade
Price Range: Luxury [$$$]


Sappho was created by veteran film and television makeup artist JoAnn Fowler. JoAnn focused on using ingredients that don’t disrupt hormones but still perform well. Sappho brings a professional grade edge to the clean beauty space and offers an inclusive shade range.

Selling Points: Women Owned, Vegan, Organic, Inclusive, All Skintypes
Price Range: Mid-Range [$$]


Vapour is a makeup line known for giving an etheral glow to the skin with their popular cream-based products.

Selling Points: High-Performance, Recycle Program
Price Range: Luxury [$$$]

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Headquarted in Austin, TX W3ll People has certainly made a name for itself in the clean beauty space, and is now widely available (yes, even Target!).

Selling Points: Widely Available
Price Range: Mid-Range [$$]

Did we miss a brand? Let us know here and we’ll happily reach out to them!

Disclaimer: Contains affiliate links. All opinions are our own. This post is not sponsored. Nothing stated above should be used in lieu of professional medical advice. Please consult a doctor or dermatologist with questions.

Stephanie Kay
Founder of Clean & Cruelty Free. A Midwest girl with a passion for clean beauty, animals rights, and comfy leggings. Since diagnosed with PCOS she's made it her mission to adopt a healthier lifestyle. In her spare time you can catch her watching horror movies, gaming, reading, or writing songs.