Best vegan makeup brands and beauty products 2024

Guilt-free beauty is here

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Abha Shah @brimfulofashah10 January 2024
ES Best

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We may be seeing more vegan options on menus and supermarkets than ever before, but the vegan lifestyle extends to more than what's on our plates.

The demand for vegan beauty has never been higher, leading to a welcome burst of fresh new makeup brands offering high performing products that perform just as well as their traditional predecessors.

But with everyone from established brands to fresh-faced newcomers trying to win the hearts and pounds of customers with their green credentials, how can you tell what's truly vegan and what's not?

What’s the difference between cruelty-free and animal-free?

Natural, ethical, sustainable, organic: it can be hard to cut through the marketing noise and find out which products are truly vegan.

PETA offers a helpful definition: “Cruelty-free” means that products were created without cruel, archaic testing on animals. Vegan products are defined as being cruelty-free as well as free of animal-derived ingredients.”

So that means beauty that contains none of the following on its ingredients list: beeswax, gelatine, lanolin, collagen, silk, dairy or honey. To cut to the quick, if it came from an animal - it's not vegan.

How can you tell if a brand is ethical?

The best way is to read the About Me section online, look out for Vegan trademark sign from the Vegan Society. Steer clear of products made in China as animal testing is required by law there.

See our favourite vegan brands below


Cruelty-free, vegan and inclusive, e.l.f stands for every eye, lips and face. The range is aimed at a 20s audience, with an even spread of makeup and skincare. Palettes are full of easy, wearable colours with a little glitter twist thrown in, while the Flawless Finish Foundation, which comes in 40 shades and costs just £9, will give you the long-lasting coverage that you would expect from a product triple its price.

Buy now e.l.f

Milk Makeup

From across the Atlantic comes this vegan beauty heavyweight, another wildly popular name on everyone's lips in the beauty community. Despite its name, the brand steers clear of animal by-products in its ingredients list, opting instead for vegan alternatives that are also chemical-free.

Bestsellers include Kush High Volume Mascara, made with highly conditioning oils that come from plants and the multi-use Lip + Cheek stick which comes in 11 shades - a handbag heroes if ever we saw one.

Buy now Milk Makeup



If you're a fan of the no-makeup makeup look which has taken social media by storm lately, look no further than the vegan collection by beauty powerhouse ILIA.

The best-selling Multi-Stick has fans here at ES Best, providing a subtle yet highly effective wash of colour over the lips, cheeks and eyes in a pinch. It’s now available in 12 shades, including three delightful shimmer options. However, ILIA does not class the Multi-Stick as entirely Vegan due to the use of (ethically sourced) beeswax.

Another cult-favourite, 100 per cent Vegan product worth trying instead is the Super Serum Skin Tint with SPF 30 for light coverage with a dewy, refreshed finish.

Buy now Ilia



MUA has always been committed to bringing the masses cruelty-free beauty and updated its entire collection back in 2020 to ensure it's 100 per cent vegan, too.

The brand now ensures that all new product launches fly the flag for vegan beauty, and even went as far as to reformulate existing ranges to make them completely animal-friendly.

It doesn't hurt that the products are tantalisingly cheap either. MUA is the place to go to for quick thrills - prices rarely nudge beyond a tenner, even for the incredible 20-shade eyeshadow palettes - making it perfect for trying the latest trends without breaking the bank.

Shop MUA now also available at Superdrug

KvD Vegan Beauty

KvD Vegan Beauty

Formerly owned by the celebrity tattoo and makeup artist Kat Von D, the brand has since changed hands to Kendo, the same producer who makes Fenty and Marc Jacobs Beauty.

Built on 12 years of offering 100 per cent vegan makeup that challenges modern beauty ideals, KvD Vegan Beauty has all you need to create everything from a high-fashion look to off-duty makeup for the weekend. Plus, each covetable product is complete with Gothic packaging giving it a fun edge you'll love to see every time you peek into your makeup bag.

Buy now KvD Vegan Beauty



So often, the word vegan conjures a budget look or cut-rate alternatives. Not so with DearDahlia, where everything from the packaging and the richly-pigmented formulas say luxe with confidence.

While the packaging might look familiar to a certain BadGal’s collection, all of DearDahlia’s cosmetics are completely vegan - no compromises.

Our star pick? The dual palettes which come with a mirror, two eyeshadows and a multi-balm to swipe across cheeks, eyes and lips as you wish.

Buy now lookfantastic

Cover FX

Cover FX

Radiant glowy makeup that’s vegan too? Just a click away at Cover FX, whose dazzling Custom Enhancer Drops are legendary. Available in no less than seven shades, use the integrated pipet to mix a few – and we really mean only a few because each packs a blinding gleam of light – drops into your foundation for an all-over glow or sparingly pat along the top of cheekbones for instant highlight.

There’s also foundation, concealer and blush to add to your beauty kit as well as setting sprays to help your freshly crafted look last from dawn to dusk.

As well as fully vegan and cruelty-free, the brand has a long-standing commitment to ‘clean’ ingredients so you won’t find talc, parabens, scent, mineral oil, gluten, sulphates or phthalates in any of their products either. Pretty fantastic.

Buy now Cover FX

Florence by Mills

Florence by Mills

Full of gentle, softly enhancing colours at a budget-friendly price (from £10 - £34), this may have started off as beauty for Gen Z-ers, but it appeals to customers across the board thanks to the highly wearable palette of cheek and lip colours.

It comes from 19-year-old star Millie Bobby Brown, whose supernatural girl-next-door look has won fans across the world. Launched in September 2019, Florence is not only a committed vegan brand, but it’s also suitable for all skin types, dermatologically tested, infused with vitamins and botanicals, and free from irritants such as parabens, sulphates and synthetic fragrances.

If you’re not sure what to try first, we recommend the Cheeky Pop Blush Sticks (available in six colours) which can be used sparingly on cheeks and dabbed onto lips for a fresh, rosy glow.

When vegan beauty looks this good, the concept of anything else is a Stranger Thing (not at all sorry).

Buy now Beauty Bay



Looking for stop-traffic lipstick that's vegan to boot? Look no further than Axiology, where luxe matte finish colour is the order of the day. They're formulated with leaf-derived candelilla wax rather than beeswax which works to keep your lips hydrated and plump.

What's more, the collection is free of parabens, petrochemicals and animal testing while managing to be completely organic and plastic-free too. Is it any wonder we're obsessed?

Buy now Content Beauty & Wellbeing

Makeup brands with vegan beauty products


Makeup brands are reflecting the nation's curiosity for vegan products with all-vegan products or special collections. Below are some notable names from the world of beauty who are making the effort to go greener in 2024.



Glossier is one of the most coveted brands around. While not all the products are vegan, there are lots of makeup and skincare must-haves that are, such as Brow Flick, Perfecting Skin Tint, Wowder finishing powder and Generation G sheer matte lipstick which come in six shades to suit every complexion.

Buy now Glossier



The beauty favourite, known for its incredible highlighters and blush in particular, has an array of 100 per cent vegan products.

Buy now Hourglass



While Rihanna's makeup collection can't be considered fully free of animal by-products, there are some items that the brand considers vegan-friendly: Pro Filt’r Soft Matte Longwear Foundation, Match Stix Matte Skinsticks, Invisimatte Blotting Powder, Gloss Bomb Universal Lip Luminizer, as well as many of the brand's brushes and other beauty tools.

Buy now Sephora UK



Vegan-friendly products are wide-ranging over at Illamasqua, including brilliant products such as: Skin Base Foundation, Beyond Powder (various shades), Hydra Veil Primer, Iconic Chromes, Loaded Lip Polish and brushes.

Buy now Illamasqua



All Eyeko eyeliners, the Yoga and Beach Mascara, Brow Pencil, and Galactic Lid Gloss are entirely vegan.

Buy now Eyeko

Urban Decay

Urban Decay

While not every product in the Urban Decay collection are entirely animal free, the brand does offer a vegan-only range that includes bold colour palettes any makeup junkie would love to own, making it a great gift idea too.

Buy now Urban Decay