Cruelty Free Ethical Brands

Cruelty Free is definitely a buzz word in the beauty industry.  Which is obviously a great thing that people are becoming more aware. However not all companies are what they imply they are.  Here is my edit of just a few of the cruelty free brands that aren't 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 on sale there. 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. 

Milk
This cult brand has just arrived in the UK and I'm excited!  With a team that is made up of women from a variety of backgrounds, Milk Makeup is a brand that caters to the specific needs of different skin types and tones. Besides drenching your skin with pigmented color and subtly enhancing your everyday beauty routine, all of their products are also designed to be safe and gentle, as they are formulated using paraben-free ingredients such as natural oils and vegetable butters. Some of the Milk Makeup's bestsellers include their 'Blur Stick', their 'Matte Bronzer', their concealers and their brow gel among many more.  AThey care about what they put in their formulas just as much as what they leave out which is why I'm loving them?  Because they are cruelty-free, paraben-free, and 100% vegan. It's clean, cool beauty and they can be purchased exclusively at Cult Beauty.

I love their ethos of skin first makeup second.  After all your makeup will only look as great as your skin beneath!  They are all about pared down beauty - and perfect for younger skin.  I love it because Glossier has the ability to enhance your natural features and beauty, without LOOKING like you have caked on loads of makeup.  You can apply it on-the-go without the need for numerous brushes - fingers will do.  There are a few products I really love and highly recommend you give it a go, if you haven't tried it yet! 

Zoeva
Zoeva's expert tools and colour range facilitate a flawless, photo-ready finish. The high-performance brushes don’t just look stunning, but rank amongst the best in the business – applying and diffusing colour seamlessly, so you look runway-ready.    The great thing about Zoeva makeup is that is affordable - its not quite drugstore pricing, but her palettes are fabulous and at around £17.50 for 10 generous shades.  She isn't 100% vegan - but it is very easy to find which products are, and in my opinion they really are worth it. 

EYEKO
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
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?

​Emma x