Veganism is fast becoming the biggest new trend of 2018 and the beauty world is starting to sit up and take notice as more and more customers are asking where they can find cruelty-free products. It’s worth saying that there’s a difference between cruelty-free and vegan products. A brand can be cruelty-free if it doesn’t test on animals, allow third parties to test on animals and is not sold in countries that require animal testing before the point of sale. For a product or brand to also be vegan, it needs to not be tested on animals but also not contain any animal derivatives (the bits and bobs from animal carcasses like gelatin from a cow’s stomach that make jelly wobbly). So, all brands in this article are cruelty-free but not all are completely vegan. I’ve specified where you can find their vegan products and/or linked to a few of my faves. Happily, it’s a lot easier to find out about these vegan products than I thought it would be – this information is readily available and it’s going to be incredibly easy for me to make my makeup bag more cruelty-free in 2018.

Kat Von D

Photo: Poppy Hutchinson

Kat von D as a brand has NEVER tested on animals and its products are not sold in mainland China (where products have to be tested on animals in order to be legally sold). On top of that, Kat has recently announced plans to make her entire range vegan as well as cruelty-free. All products on the Kat von D website marked #VeganAlert are vegan-friendly, and the list of all the current vegan products can also be found in the FAQ page on the site. It’s a very long list and includes most (if not all) of the cult products Kat is known for, including the Lock-It foundation, Tattoo Liner and Studded Kiss lipsticks. All praise the Queen of Cruelty-Free, Ms Kat von D!


At the complete opposite end of the price spectrum, you have GOSH Copenhagen who retails in Superdrug. Their policy is incredibly similar to Kat von D’s – they never test of animals, do not allow third parties to do so and also stock a long list of products that are vegan-friendly, which they list in the FAQs of their website. I’m a major fan of GOSH’s LUMI blusher and highlight drops, and so I was super pleased to see them on the vegan-friendly list! It has to be said that you don’t get the same quality with GOSH as you would with, say, Anastasia Beverly Hills or Urban Decay, but if you’re on a tight budget and committed to cruelty-free make-up, you can’t go far wrong with GOSH.


Photo: Poppy Hutchinson

I couldn’t write this article and not include the love of my life. Lush. Glorious, wonderful, smelly Lush. Granted, they’re best known for bath bombs, but they also do a make-up range in around 6 of their stores (I’ve always been lucky and lived in a town with a massive Lush!) At times, the products are pricey and overly gimmicky when they try to appeal to teenagers – such as the ‘Eye Jewel’ which melts in your hands as you try to apply it to your eyelid. However, if you stick to basics, they have some absolute gems. Feeling Younger is essentially a strobing cream, which will make your face glow like it’s just had a facial. Their eyebrow pomades are also fab and, as long as you apply them with a brush, you can’t go far wrong with the lipsticks either – whether in ‘naked’ or packaged form. It’s worth noting that not all their products are vegan, but each product will be clearly labelled both instore and online

Spectrum Brushes

So they’re not technically makeup, but I simply had to give Spectrum brushes a mention as they’re such a wonderfully honest and real brand. They’re completely vegan and cruelty-free and are also trying to cut down their use of plastic packaging in an effort to be more eco-friendly. The team are incredibly passionate and are always striving to find more ways to be more environmentally-friendly. I’m not sure I’ve ever seen a brand be as honest about their ethical values as Spectrum and they deserve to be one of the biggest names in the beauty industry. Also, their brushes are incredibly cute and *very* Instagrammable – just sayin’.

Another brand that deserves an honourable mention is The Body Shop, which campaigns constantly for animal rights and conservation issues. The website lists that they stock over 200 vegan products, including their makeup wipes and all of their makeup brushes.

As you can see, it’s easier than ever to make sure that the products you put on your face aren’t contributing to animal cruelty or exploitation. It’s also becoming increasingly obvious that brands have no excuse not to be exploring this option when smaller brands like GOSH and Spectrum are so committed and passionate about creating and promoting vegan products. Next time you need a new foundation or eyeliner, why not see what vegan options are out there? I know that’s what I’ll be doing.

Written by Poppy Hutchinson

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