Voters on have chosen their favourite cruelty-free beauty brands. Anyone who visits the site regularly will know that things can change pretty fast depending on how many votes have come in, so here are the edited highlights, in no particular order:

Paul Mitchell
In 1980, this California-based hair care brand claims it became the first professional beauty company to publicly stand up against animal testing. Now, nearly 35 years later, the pledge to our furry friends remains a driving force. Last year, the PETA-approved brand pulled out of the Chinese market when animal testing became mandatory.


Kat Von D
This gorgeous makeup line proudly states that it “never tests on animals and never will”. Kat Von D Beauty has been vegan since 2016, when the brand announced plans to reformulate the makeup line to ensure it was 100 per cent vegan. It doesn’t sacrifice performance for ethics, either – many of the tattoo artist’s cult-favourite products are award winners.


The makeup and hair brush supplier stakes a place in the top 10 with its mission to make women look beautiful on the outside and feel just as good on the inside. The brush collection is environmentally friendly, chic, high quality and affordable to boot. All products are PETA certified, meaning they are 100 per cent cruelty free and vegan. Brushes are made from recycled aluminium and plastic, renewable bamboo and tree-free paper.


Fenty Beauty
Fenty Beauty, the beauty baby of pop singer Rihanna, is a cruelty-free brand. Fenty never tests on animals, nor does it allow suppliers or affiliates to conduct animal testing on its behalf. But read the packaging with care; while the majority of the products are free of animal by-products, Fenty Beauty is not a totally vegan line. A handful of products may contain beeswax and carmine.


Known for its affordable but high-quality makeup products, E.L.F. (Eyes, Lips, Face) is a go-to cruelty-free brand stocked here in Target and Kmart. It’s also totally vegan. In 2016, the company discontinued horsehair brushes and the entire line is now synthetic. All the makeup is also vegan and the brand has no bricks-and-mortar retail on mainland China, in a boycott of the compulsory animal testing there.


Lush sources its natural ingredients from ethical suppliers that “do not commission tests on animals”. All of its products are 100 per cent vegetarian and more than 80 per cent are vegan. The company promotes naked packaging to reduce waste, and containers are made with recycled material. Plus, Lush enforces a carbon tax on itself when employees travel by air, donating to groups researching climate change.

Main photo by ian dooley on Unsplash

About the Author


Sara is a journalist by trade and spent many happy years editing magazines until people stopped buying them and she was forced to transfer her talents to a brave new digital world. Sara lives in the inner city with two small kids, a dog and a cat, and tries her darndest to live an ethical life.

Sara’s background as a journalist and editor includes lengthy stints on titles such as inside out, donna hay magazine and the Sunday Telegraph (no judgement!). She has freelanced for a plethora of brands including Body + Soul, Marie Claire, GQ and Qantas Insider. She has also worked client side in property, retail, fashion, beauty and food.

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