Date: 24 Oct 2025
The beauty world is getting smarter — and so are we! Today, it’s not just about that perfect foundation match or a long-lasting lipstick. More people are now asking what’s inside their products and how those products were made.
You’ve probably come across the terms “vegan” and “cruelty-free” while scrolling through your favorite beauty blogs or shopping online. They sound similar, right? But here’s the thing — they don’t mean the same thing.
Let’s clear up the confusion once and for all and help you choose products that not only make you look good but also feel good about what you’re using.
Before you toss another product into your cart, let’s break down these two buzzwords.
When a makeup product is labeled vegan, it means it contains no animal-derived ingredients or by-products. That means no beeswax, lanolin (from sheep’s wool), carmine (from crushed beetles), or collagen. Instead, vegan beauty brands use plant-based or synthetic alternatives that perform just as well — sometimes even better!
Vegan formulas are generally cleaner, lighter, and more skin-friendly, making them great for people with sensitive skin or those looking for a more natural beauty routine.
Cruelty-Free means that the ingredients/components and final product have not been tested on animals. It refers to the testing process, not the ingredients, which means it is possible for a cruelty-free product to contain non-vegan ingredients, such as honey, beeswax, lanolin, collagen, albumen, carmine, cholesterol, or gelatin.
It can be challenging to find vegan makeup, and even more challenging to find brands that have committed to being completely vegan. Some brands may claim veganism but still sell products that contain animal-derived ingredients like manuka honey.
Most vegan brands also don't have any third party certification to back up their claims of veganism and keep them accountable. Finding truly vegan brands takes a bit of research and digging — which is exactly what we've done below.
Unlike vegan brands, it's much easier to find cruelty-free products, thanks to third party certifications that assure consumers their practices do not involve animal testing.
A Leaping Bunny certification demonstrates to consumers that neither the product nor its ingredients are currently being tested on animals. As such, this can be used as the gold standard of cruelty-free certifications.
The global shift toward vegan and cruelty-free cosmetics isn’t just a trend — it’s part of a larger movement toward conscious living. Let’s be real: beauty should never come at the cost of compassion.
Here’s why more clients (and makeup artists) are embracing ethical beauty:
People are becoming more mindful about what they consume. Choosing cruelty-free makeup is a simple but powerful way to stand against animal cruelty. It feels empowering knowing your daily beauty routine supports kindness and sustainability.
Vegan products often skip harsh chemicals and fillers found in traditional formulas. Instead, they’re infused with natural oils, botanical extracts, and vitamins — ingredients that nourish your skin while keeping it breathable and radiant.
Ethical beauty brands usually go the extra mile — using eco-friendly packaging, recyclable materials, and sustainable sourcing. So when you choose them, you’re not just caring for your skin — you’re caring for the Earth too.
Vegan and cruelty-free brands are often transparent about their ingredients and production processes. They proudly display certifications like Leaping Bunny, PETA Cruelty-Free, or Certified Vegan, so you know exactly what you’re getting.
If you’re ready to make the switch, here are top-rated vegan and cruelty-free beauty brands that deliver stunning results without harming a single animal:
Thrive Causemetics is more than just a cruelty-free makeup brand — it’s beauty with a mission. Every purchase you make supports women overcoming challenges such as homelessness, cancer, or domestic abuse through the brand’s “Beauty with a Purpose” program.
Born in New York City, Milk Makeup combines clean beauty with modern creativity. Every product is vegan, cruelty-free, and paraben-free, making it ideal for conscious beauty lovers.
If you love makeup that doubles as skincare, Mineral Fusion is a must-try. This brand focuses on natural minerals, antioxidants, and botanical ingredients that nourish your skin while providing beautiful coverage.
Cover FX takes cruelty-free and clean beauty to the next level with products that are not only vegan but also tailored to individual skin needs. Their formulations are dermatologist-developed and free from talc, fragrance, parabens, and mineral oil.
e.l.f. (short for eyes, lips, face) is one of the most beloved vegan makeup brands in the world — and for good reason. They’re 100% vegan, cruelty-free, and budget-friendly, making them perfect for beginners and pros alike.
If you love makeup that makes a statement, KVD Beauty is your match. The brand re-launched as 100% vegan in 2021, proving that luxury and compassion can coexist.
Founded by Selena Gomez, Rare Beauty is all about embracing your natural self. Every product is vegan, cruelty-free, and formulated to enhance — not mask — your beauty.
Pacifica is a pioneer in vegan and cruelty-free beauty — they’ve been doing it long before it was trendy. Their makeup and skincare lines use natural, plant-based ingredients that
While not every Fenty Beauty product is vegan, Rihanna’s brand offers a large and growing range of fully vegan products, clearly labeled for conscious consumers.
If you’re shopping locally, the good news is you don’t have to spend a fortune to make ethical choices. Many affordable vegan makeup brands are available right here in Kenya through online stores like Pharmily.co.ke.
Here are some budget-friendly options to get you started:
L.A. Girl has earned a loyal following for its high-performance yet budget-friendly products. While not every product in their lineup is vegan, popular items like the Pro BB Cream and HD Pro Concealer are both vegan-friendly and cruelty-free.
These two cult classics are staples in many Kenyan makeup kits because they offer excellent coverage, smooth blending, and long-lasting wear — all without animal testing. The brand also prioritizes accessibility, offering a wide shade range to suit diverse skin tones.
e.l.f. Cosmetics has become a global favorite for anyone seeking vegan and cruelty-free makeup on a budget. Every product in their line — from foundations and primers to lip glosses and skincare — is 100% vegan, meaning no animal-derived ingredients are used at all.
Essence Cosmetics is loved worldwide — and in Kenya — for its affordable, cruelty-free, and vegan-friendly makeup collection. Ideal for beginners, their products are simple to use, skin-friendly, and designed to bring out your natural glow. Popular picks include their Lash Princess Mascara, Soft Touch Mousse Foundation, and Juicy Bomb Lip Gloss, all of which deliver great results at pocket-friendly prices.
Pacifica blends clean ingredients with elegant packaging and a commitment to 100% vegan and cruelty-free formulas. Their products — from Vegan Collagen Mascara to Tinted Moisturizers — use plant-based ingredients and are free from parabens, phthalates, and synthetic fragrances.
Switching to vegan and cruelty-free makeup isn’t about perfection — it’s about progress. Every lipstick, foundation, or mascara you choose from an ethical brand makes a real difference.
By choosing consciously, you’re saying yes to a world where beauty doesn’t come at the cost of kindness. It’s not just makeup — it’s a movement toward compassion, sustainability, and self-love.
So next time you shop, check those labels, support ethical brands, and wear your values proudly. After all, real beauty isn’t just seen — it’s felt.
Q. Is vegan makeup always cruelty-free?
Not always! A product can be vegan (no animal ingredients) but still tested on animals. Look for both vegan and cruelty-free certifications for full assurance.
Q. Are vegan products better for sensitive skin?
Yes, most vegan formulas are lighter, cleaner, and less likely to cause irritation since they avoid heavy animal fats and harsh additives.
Q. How can I confirm a brand’s cruelty-free status?
Look for the Leaping Bunny, PETA Cruelty-Free, or Choose Cruelty-Free logos. These are verified certifications.
Q. Can I buy vegan and cruelty-free makeup in Kenya?
Definitely! Stores like Pharmily.co.ke and select beauty shops stock brands like e.l.f., L.A. Girl, and The Body Shop — all cruelty-free options.
Q. Do vegan products last as long as regular ones?
Yes! High-quality vegan formulas perform just as well (sometimes even better). Just store them properly and check expiry dates like you would with any makeup.