5 Ethical Makeup Brands That Won’t Break the Bank
It’s time to shop our values.
by KATE FEENEY ★ OCTOBER 3, 2021
Let’s be real, animal testing is something none of us are here for. Yet, so many of our favorite makeup brands continue to test on animals (like seriously, it’s 2021 - it’s getting old). Even though I would love to say that all of the products in my makeup bag come from ethical brands, that just isn’t true. I want to be that girl who’s boycotting these companies, but it’s totally daunting.
The most common reason many of us don’t shop exclusively from cruelty-free brands is that they’re seemingly expensive. If you’re like me, trying to save every last penny from your summer job, you probably don’t feel like running to Sephora and spending hundreds of dollars on a whole new set of ethical makeup. We just don’t have that kind of money to drop, and I get it. So, I decided to look into it more. Do affordable ethical makeup companies exist?
The answer is yes. I was blown away by how many amazing brands are out there that are cheap, ethical, and have bomb-ass products.
e.l.f. Cosmetics
Credit: Pinterest
Not only is e.l.f. one of the most affordable makeup brands ever (literally you can get concealer for $4 - that’s cheaper than a Starbucks coffee), they are also 100% cruelty-free and vegan. Some of my favorite e.l.f. products include their Putty Primer ($9), Baked Highlighter ($4), and Wow Brow Gel ($4). Not only are their products fantastic and ethical, but your money is going towards a good cause. e.l.f. has reduced their packaging waste by 650,000 pounds, and donated over $75,00 towards causes like ending hunger and mental illness awareness. They also are strong supporters of crucial social movements such as Black Lives Matter.
COVERGIRL
Credit: Pinterest
Now I don’t know about you, but when I think of COVERGIRL, I think of Katy Perry ads from the early 2010s and makeup my mom wears. While COVERGIRL is still “Easy, Breezy, Beautiful,” they have undergone a complete rebrand. They have put new meaning into their slogan, welcoming new diverse faces such as model and singer Amy Deanna, who has vitiligo. In terms of their products, people swear by their TruNaked eyeshadow palettes ($10) and the cult-classic Lash Blast Mascara ($7).
Colourpop
Credit: Pinterest
You may know Colourpop as the brand from 2016 with the infamous Kylie Cosmetics Lip Kit dupe, but they’re so much more than that. Their products have always been cruelty-free and perform better than many similar high-end products. They’re also super trendy; I mean who doesn’t love a good Animal Crossing or Disney makeup collab? They even did a collaboration with Make-A-Wish in which their proceeds went to the foundation. Some all-time Colourpop favs include the Pretty Fresh Concealer ($9) that comes in 30 shades, as well as their Super Shock Highlighter ($8).
Milani
Credit: JOYCE LAU
Milani’s motto is “Luxe for All,” and they totally deliver on that promise. They’re cruelty-free and known for their Baked Blushes ($7) and Bronzing Powders ($9). I swear by the Baked Blush in the shade “Luminoso”; I would literally sell my firstborn for this blush - that’s how good it is. I also adore Milani because the company was founded by a woman and is still run by women - serious girlboss energy. If I haven’t convinced you enough, they have also partnered with organizations like NAACP and The Equal Justice Initiative (EJI) to donate some of their profits towards their important and relevant social causes.
NYX
Credit: Makeup.com
Keeping up with the makeup trends for years, NYX Cosmetics has always been a teen-girl favorite. From their liquid lipsticks (does anyone else remember the 2016 lip lingerie craze?) to their Pro Drop Foundation, they’ve been there through it all. NYX has been cruelty-free since 2010, long before most companies, and I seriously love them for that. Now, if you’re looking for some great staples from NYX, I would highly recommend the Micro Brow Pencil ($10), the Jumbo Eye Pencil ($4.50), or the Butter Gloss ($5). While those are some of my favorites, you really can’t go wrong with any NYX products.
Hopefully, you keep this list of ethical makeup brands in mind the next time you go on a Target run. These companies, amongst many others, have amazing products and are setting a new standard in the beauty industry to go cruelty-free. Consumers can make an impact by making an effort to shop ethically.
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Cover Photo Credit: Byrdie