Cruelty Free is definitely becoming a buzz word in the beauty industry. Thats a great thing that people are becoming more aware. However not all companies are what they imply they are. Here is my edit of cruelty free brands that aren' all smoke and mirrors.
I, rather naively thought that if a company tested on animals they would have the common decency to be upfront about their production methods and would let you know. Sadly this isn't the case, and a lack of legislation means that it isn't always completely clear which companies are cruelty free and which ones aren't. Animal testing on cosmetics products or their ingredients was banned by the EU in 2013, but the same can’t be said for the global market, and in China the law demands that beauty products must be tested on animals before going to sale. This means that, while brands don’t test on animals in Europe, they could do so elsewhere in the world.
The good news is that there are more emerging and household name brands won’t touch animal testing with a bargepole: here are 6 cruelty-free crusaders that also happen to make some of the most innovative, high quality makeup out there, because owning a humane and beautiful beauty products is your right.
Pure, Safe & Beneficial is the Arbonne mantra. All their products are free of parabens, animals, phthalates, and many other toxic ingredients that you really don't want to be smearing all over your face. As for the actual makeup, think perfectly wearable neutrals from matts to metallics that have fabulous pigmentation and great longevity. The makeup is all treatment based along with lightweight, refined textures. It’s not the cheapest on the market, but it will all last you for yonks - so you get great value for money. Arbonne is one of the few 100% vegan makeup brands that produces amazing quality makeup.
KAT VON D
Kat Von D Beauty is one of those rare cult brands that is 100% cruelty free and making strides where vegan makeup is concerned. Not all of Kat’s line is vegan, but #VeganAlert demarcates what is, from brushes to powder to liquid lipstick and this sector of her range is ever expanding.
Eyeko, unsurprisingly, specialises in eye makeup, and it does it very well. One of the first to introduce squeezy tube mascaras, so that not a drop goes to waste, this Brit-born brand has also cornered the market for inky felt tip liners and more recently, brow products, from volume boosting gels to a definition enhancing ‘brow liner’.
Axiology is a cruelty free, natural, organic, and vegan cosmetic brand. They currently have over 15 shades of vegan lipstick available. While they specialize in earth-toned hues, the shades range from nudes to pinks to reds and even a couple of dark vampy hues. As well as their lipsticks being fabulous I also love that they partner with organisations that focus on helping our plant and animals. 6% of their 2015 profits will be donated to the Orangutan Foundation International.
DOSE OF COLORS
Dose of Colors showcases the work of Anna, a passionate artist with a love of unique and beautiful colours. Richly pigmented glosses and high fashion matte lipsticks meet transformative lashes and illuminating highlighters that are expertly designed to help skin appear youthful, healthy and clear. Vegan and cruelty free, all products are created with an innate love and passion for cosmetics, inspiring everybody to love makeup and the distinctive hues that Does of Colors creates.
OBSESSIVE COMPULSIVE COSMETICS
Obsessive Compulsive Cosmetics, aka OCC, is 100% vegan and cruelty free. This brand is the professional pinnacle of hard wearing textures and high density pigments. Founded in NYC, with the bright lights of HD camera's in mind, the OCC range is dramatic, edgy and innovative as well as being completely vegan and cruelty free. Their famous Lip Tars are renowned for their intense pigment, ultimate staying power and dramatic statement shades.
Have I missed your favourite vegan / cruelty free makeup brand off my list ? Share with me what you rate as the best out there?