Opinion Top vegan beauty products & makeup brands to add to your collection

Want to look good on the outside and feel good on the inside? Including foundation, lipstick, eyeshadows, and everything in between, these vegan beauty products and brands prove you don’t have to compromise your values to look and feel your best.

For many people, going vegan is about more than food. It’s about reducing harm wherever possible and making choices that align with your values, across all areas of life — including fashion, skincare, and beauty.

So, if you’ve ever picked up a trending lipstick or restocked your favourite powder, only to squint at the ingredients list and wonder, “Hang on… is this actually vegan?” — you’re not alone. Animal-derived ingredients love to hide behind unfamiliar names, and animal testing policies can be murky at best.

The good news? Vegan beauty has now officially gone mainstream. From affordable essentials to luxe self-care splurges, there’s now a wide range of vegan beauty products and brands that deliver on both performance and values.

So, ready to give your beauty collection a glow-up? You beauty!

What actually are “vegan beauty products”?

Before diving into our go-to brands, let’s clear up a common question: what makes a beauty product vegan?

Vegan beauty products are made without animal-derived ingredients and aren’t tested on animals. This differs from “cruelty-free,” which only refers to animal testing — and since these terms aren’t strictly regulated, it’s always worth checking the ingredients and brand values for yourself. As a general rule, if something is labelled vegan, it’s usually cruelty-free, too.

Vegan makeup avoids ingredients like:

Beeswax — commonly found in lipstick, mascara, and balms

Carmine — a red pigment made from crushed cochineal insects, often used in lipstick and blush

Lanolin — derived from sheep’s wool and found in many moisturisers

Collagen — traditionally sourced from animals

Keratin — an often animal-derived ingredient used in hair, brow, and lash products (look for phytokeratin or “plant keratin” instead)

Choosing vegan beauty products simply means opting out of these ingredients — and the industries behind them.

Top vegan beauty products & brands to add to your routine

Ready to makeover your makeup collection? Here are some of the top vegan beauty products and makeup brands we’re loving right now!

1. e.l.f. Cosmetics

Affordable, easy to find, and 100% vegan, e.l.f. Cosmetics is a go-to for beginners and seasoned makeup lovers alike. Its extensive range covers all the essentials — from compact eyeshadow palettes to vegan makeup products like brushes and other tools — delivering impressive performance at a super low price.

Top picks:

• Hydrating Camo Concealer
• Bite-Size Eyeshadow Palettes

2. INIKA Organic

Australian-owned beauty brand INIKA Organic is a standout for cruelty-free makeup and vegan beauty products, especially for those drawn to natural and organic formulas. Every product is certified vegan and cruelty-free, with a strong focus on skin-friendly ingredients that look as good as they feel.

Top picks:

• Certified Organic Vegan Lipstick
• Loose Mineral Foundation

3. Question Beauty

New Zealand cosmetics brand Question Beauty isn’t about natural, barely-there looks, but rather bold statements of artistry and expression. Offering colourful palettes inspired by the seasons, fantasy, and underwater worlds, their vegan beauty products are simply stunning — we’re certain they’ll inspire you to try some creative new looks.

Top picks:

• • Multichrome Pigments
  • Lipgloss
  • 
    Eyeshadow Palettes

4. EcoTools

Living up to its name, EcoTools specialises in environmentally friendly, vegan beauty products and tools such as makeup brushes, blending sponges, and skincare accessories. In addition to being vegan and cruelty-free, all products are made with a blend of renewable and recycled materials, making it a practical, planet-conscious addition to your beauty toolkit.

Top picks:

• • Start the Day Beautifully Brush Set
  • Blend and Blur Brush and Sponge Duo

5. KVD Beauty

Bold, expressive, and unapologetically high-impact, KVD Beauty is a go-to for statement looks that last. The brand is fully vegan and cruelty-free, with seriously bold formulas that hold up from day to night.

Top picks:

• Good Apple Skin-Perfecting Foundation Balm
• Tattoo Liner

6. Black Moon Cosmetics

Something for the alt girlies, gents, and everyone in between! Black Moon Cosmetics is a go-to for vegan beauty products and pigments, including the blackest blacks and vampiest reds with some serious staying power.

While product names and shades such as ‘Gloom’, ‘Nightmare’, ‘Mourning’, and ‘Buried’ sit on the darker side, their cruelty-free and entirely vegan ethos tells a different story — you can be a bit dark and still be kind to animals!

Top picks:

• Moon Diamonds
• 
  Cosmic Eyedust

7. 100% Pure

True to its name, 100% Pure is made from only plant-derived ingredients — with pigments sourced from fruit, vegetables, and tea. Their vegan beauty products are perfect for those who are looking for both clean, skin-loving formulas and vegan values.

Top picks:

• Fruit Pigmented Foundation
• Maracuja Mascara

8. Axiology

If sustainable, low-waste beauty is your thing, Axiology is a standout. This fully vegan brand is known for its minimalist, multi-use products and plastic-free packaging — proving that sustainable beauty can still look (and feel) luxe.

Top picks:

• Mushroom Foundation
• Balmies (3-in-1 Lip, Cheek & Eye Colour)

Hot tip: You can find the Axiology range online at The V Spot. Check out our special vouchers page for a 20% discount storewide. 

Try these vegan beauty products to glow from the inside out

From makeup and skincare to tools and everything in between, there’s never been more choice when it comes to vegan beauty products. Building up your vegan makeup or skincare collection isn’t about being perfect — it’s about making informed swaps that align with your values. Look good, feel good, do good!

If you’re curious about living vegan values beyond your food choices, the VegKit blog is overflowing with handy resources to make switching to a vegan lifestyle simple, enriching, and enjoyable.

Switching to vegan beauty products is a great place to start — but many animals are still used in testing for other products, including drugs, chemicals and everyday household items. If you’re curious about what happens behind the scenes, learn how TOXICITY.inc is shining a light on outdated animal testing to help end unnecessary suffering and support kinder science.