Cruelty free makeup guide

The cosmetic industry is problematic. From heavily relying on fear tactics for marketing to testing and welfare issue, the makeup industry has many situations where it might seem less than optimal. However, companies listened as women found their voice and started standing up for what they believed in. Concerns about testing, quality control, and sustainable/ ethical practices became known and cosmetics started changing and evolving. Outdated practices, such as animal testing, became frowned upon and started a revolution of beauty products with sustainability in mind. Supporting the transition to cruelty free make is huge for further development. Enji has comprised a list of 10 animal friendly cosmetic brands to support as they help revolutionize the standards of the makeup industry.



The organic makeup brand, trusted worldwide and the make-up choice for stylishly natural women everywhere. Winner of over 35 cosmetic awards, outperforming even non-organic brands; INIKA has smashed the myth that natural makeup must compromise on performance or fashion. Certified organic, vegan, halal, and cruelty-free.



ColourPop was born, raised, and made with love in the City of Angels. Founded in 2014 by Seed Beauty, they pride themselves on being wallet friendly and bunny approved. They test products in the nicest way possible, leaving fur babies to be fur babies and experimenting on people instead (the people at ColourPop HQ to be exact!).


Cover FX

Great makeup is as much about what’s in it as what’s not. Their products are enriched with good-for-you ingredients and without parabens, fragrance, gluten, mineral oil, and talc, making for a vegan formula that everyone can wear. This is makeup you can feel good about using—and feel good wearing.


RMS Beauty

RMS Beauty breaks away from the pack of natural cosmetics. RMS Beauty products are formulated with raw, food grade and organic ingredients in their natural state, allowing their living, healing attributes to penetrate and rejuvenate the skin. All RMS Beauty products are free of harmful chemicals, synthetic preservatives, synthetic vitamins, and genetically altered ingredients (GMO) etc.



Axiology is a cosmetics brand with a bold, brave take on beauty: Kissable lips are sexiest with a vegan, all-natural product—and that nobody needs to sacrifice their values to feel gorgeous. Axiology carefully designs replenishing formulas from a harmonious blend of natural and organic ingredients.


100% PURE

100% PURE® cosmetics are colored from vibrant fruit, vegetable, tea, and other plant pigments which contain an exorbitant amount of skin beneficial vitamins, antioxidants and other healthy phyto nutrients that make skin healthier. The company has a commitment to produce the purest products, and to promote clean, healthier living.


PHB Ethical Beauty

PHB Ethical Beauty is a pioneering British family business with a revolutionary range of award winning ethical beauty products. We're home to the world's largest range of Natural, Vegan, Cruelty Free & Halal Certified beauty products. Our skin, hair & body care products are handmade in the UK and we DO NOT test on animals. We are also palm oil free!


Lily Lolo

their products are made using only ingredients that are proven to nourish and protect the skin. That means you'll never, ever find harmful chemicals such as parabens and phthalates, synthetic perfumes, dyes, and anything else that isn't kind to you and your skin. Plus, they are proud to be certified cruelty free, too.



W3LL PEOPLE is founded by an elite makeup artist, cosmetic dermatologist and tree hugging entrepreneur. The brand’s mission to create super premium quality cosmetics without using harmful artificial chemicals found in most conventional makeup. W3LL PEOPLE's modern approach to beauty is built on simplicity, authenticity, and performance. State-of-the-art, all-natural formulas effortlessly deliver flawless coverage and soothing protection that's unbelievably light.


Red Apple Lipstick

This company chooses to use safe ingredients, chosen carefully from the most respected ingredient suppliers in the world. And from there, every product is made in the United States (Texas, to be precise) in small, boutique batches. Their products contain no petroleum, no animal bits, no gluten, dairy, corn, harsh chemicals, or GMOs. All ingredients effectively improve the health of your lip skin, like high quality Vitamin E