Best Vegan Makeup Brands to Watch in 2025: Honest Comparisons, Fresh Picks, and Cruelty-Free Favorites

Going vegan with your makeup routine is now easier and cooler than ever. Brands are competing to make cleaner, more ethical, and high-performing products for every style and skin tone. Which brands are actually worth your money in 2025? Let’s compare the standouts.

What Makes a Makeup Brand Truly Vegan in 2025?

Before you fill your basket, it helps to know what “vegan” actually means in beauty in 2025. Today, it’s not just about skipping animal ingredients like beeswax, carmine, or lanolin. It also means looking out for:

Leaping Bunny or similar cruelty-free certifications
Sustainable, planet-friendly packaging
Transparent sourcing and supply chains

Yet not all vegan beauty brands are made equal. Some ace in performance but slack on packaging sustainability, while others wow with shade range but don’t last all day. Let’s break down how the top contenders stack up this year.

1. Rare Beauty

If you want both heart and high performance, Rare Beauty stands tall. Selena Gomez’s brand is entirely vegan and crushing it in 2025 with their commitment to mental health, gorgeous pigment, and inclusive shade options.

Strengths

Super inclusive foundation/concealer shades
Lightweight formulas ideal for all-day wear
Blush and highlighter products beloved by pro MUAs and minimalists alike

Comparisons

Where some legacy brands keep “vegan options,” Rare Beauty’s entire lineup (as of 2025) is certified cruelty-free. Their touch on blushes—especially the Soft Pinch formula—competes neck-to-neck with big names like NARS, but without animal testing or byproducts.

Weak Spots

Packaging is only partially recycled. They’re transparent about efforts but haven’t gone fully circular yet.

2. e.l.f. Cosmetics

Probably the best proof that vegan can be affordable, e.l.f. continues to appeal to both beauty beginners and pros who want value without compromise.

Why People Love It

Practically the entire line is vegan and always cruelty-free
New in 2025: biodegradable compacts for top SKU products
Performance on par with high-end competitors for everyday staples (think: Camo Concealer, Power Grip Primer)

The Comparative Edge

Few drugstore brands match e.l.f.’s price-to-payoff ratio. Versus Wet n Wild (who have vegan products but not an all-vegan brand), e.l.f.’s line is much easier to shop guilt-free.

Downsides

Some formulas (like certain shadows) don’t always blend as seamlessly as luxury competitors. But the price outweighs the quirks for many.

3. Milk Makeup

Milk Makeup was “vegan before vegan was cool,” and it’s now a trendsetting staple for busy, creative beauty fans.

Standouts

Multi-use sticks (for eyes, lips, cheeks)
Clean, blur sticks that double as primer and skincare
2025’s launch of recycled cardboard packaging for limited releases

Against the Competition

Milk’s unique stick formats and emphasis on ease of use give it an edge over more traditional vegan makeup lines like Pacifica. Their formulas suit oily to combo skin particularly well, and are great on-the-go.

Not for Everyone

Some sensitive skins report occasional irritation from hemp or certain botanicals. Always patch test new formulas.

4. KVD Beauty

Revamped and rebranded from its founders’ earlier image, KVD Beauty is now a vanguard in the “vegan glam” world.

Reasons to Watch

Legendary Tattoo Liner (now reformulated cleaner, still iconic)
Apple Balm Foundation wins best in class for full coverage that lasts
Each launch scrutinized for vegan ingredients and supply ethics

Versus Former Favorites

It stands head-to-head with Anastasia Beverly Hills for eye products, but KVD has the fully vegan edge (while ABH still uses beeswax in certain lines).

Room to Grow

Accessibility still an issue for some regions, and deep shade expansion is ongoing.

5. Tower 28 Beauty

A relative newcomer, Tower 28 stands out for their super sensitive skin-friendly, hypoallergenic, and vegan-tested products.

What’s Unique

Dermatologist-tested and accepted by the National Eczema Association
Cream blushes and tinted balms are a cult hit
No fragrance, essential oils, or unnecessary fillers

Comparing the Experience

Unlike Fenty (which is cruelty-free but not 100% vegan across all SKUs), Tower 28 is fully vegan. Their minimalist approach outpaces even Glossier for those who want “undone skin” or have reactive faces.

Cons

Limited full-face arrays—expect to wait for powders or longer-wear complexion launches.

6. LUSH Cosmetics

Known for “fresh handmade” everything, LUSH’s makeup isn’t as hyped, but it’s a sleeper hit for those who want ultra-ethical sourcing.

Strong Points

Upcycled ingredients, minimal waste packaging
Pigments sourced ethically, even beyond typical vegan standards
Innovative zero-waste packaging (like solid foundations)

Comparing with The Body Shop

While The Body Shop has vegan options, LUSH’s commitment feels deeper: even glitters are eco-friendly and microplastic-free.

Watch Out For

Shorter shelf lives and somewhat earthy scents may not suit every taste.

_{Photo by William Shu on Unsplash}

7. Axiology

Love a lip but want zero packaging guilt? Axiology specializes in fully plastic-free and super-clean multi-sticks.

Bright Spots

100% plastic-free, compostable tubes
All products are multi-purpose and palm oil-free
Effortless, nourishing formulas for lips, cheeks, and eyes

Where Competitors Differ

Unlike Bite Beauty (which discontinued their vegan line in 2023), Axiology keeps their formulations streamlined and biodegradable. They’re the go-to for eco-conscious minimalists.

Watch Outs

The product range is small and shades trend neutral or earthy.

8. Merit Beauty

Merit leans into understated elegance, with a focus on “less is more” beauty. Their vegan formulas are made for the no-makeup makeup enthusiast.

Key Features

Sleek, weighted packaging (recycled materials in 2025 releases)
Cream products blend beautifully with fingers or brushes
Top picks: The Minimalist Stick and Flush Balm

Comparing to Westman Atelier

Merit achieves a similar luxe vibe, but Westman is not fully vegan and prices are significantly higher.

Drawbacks

Those looking for bold and bright colors may need to look elsewhere; the palette is soft and chic.

9. Pacifica Beauty

For fun, affordable, and widely available vegan makeup, Pacifica stays consistent and innovative.

Best Parts

Massive range from foundation to brow gel to nail color
Many products infused with skincare ingredients (algae, hyaluronic acid)
2025 marks full transition to post-consumer recycled packaging

Side by Side

Compared to NYX Professional (which labels vegan items but isn’t 100% vegan), Pacifica is easier to shop if you want everything fully vegan and cruelty-free.

Consistent Weaknesses

Some hits and misses with wear time and shade depth for deeper skin tones; continues to improve formulas each year.

10. Hourglass Cosmetics

For those craving performance that rivals the best luxury names, Hourglass’s newer vegan-only products are impressing even die-hard makeup artists.

Standout Features

Dazzling Ambient Lighting Powders now vegan and talc-free
Foundation and concealer shades expanded in 2025 for full inclusivity
Luxury glass packaging (with carbon offset for shipping)

Versus Other Luxe Brands

Unlike Giorgio Armani or Charlotte Tilbury, Hourglass is nearing a 100% vegan product roster without sacrificing pigment or staying power.

Achilles’ Heel

Premium prices, and some legacy formulas still in transition out of animal-derived byproducts (check ingredient lists).

Special Mention: Innovative Indie Brands to Try in 2025

Some brands aren’t household names yet, but they push tech and inclusivity ahead of the curve.

Athr Beauty – focuses on gem-infused, sustainable shadows
Luvia Cosmetics – European indie with vegan brush sets and pigment ranges
PHB Ethical Beauty – standout for sensitive-skin hybrid makeup/skincare

Points to Consider When Choosing Your Vegan Brand

The vegan beauty world in 2025 is more nuanced—and fun—than ever before. When comparing brands, don’t forget to consider:

Ethical supply chain: Is the mica ethically sourced? Are workers paid fairly?
Vegan certification: Look for third-party audit trails (not just “vegan-friendly” claims).
Sustainability: Compostable tubes, refillable compacts, and carbon-neutral logistics can tip the scales.
Performance: Formula and pigment should never be a trade-off for ethics.

Final Thoughts: Which Vegan Makeup Brand Will Reign in 2025?

Comparatively, Rare Beauty and e.l.f. dominate for inclusiveness and accessibility, while Milk Makeup and KVD Beauty are go-tos for trend-driven, high-impact looks. Axiology and Tower 28 shine for the eco-minimalist crowd. Ultimately, the “best” will come down to your own priorities—be it price, pigment, planet, or performance.

Beauty in 2025 is about more than just looks. With vegan formulas from so many brands now outshining their conventional peers, cruelty-free is finally compatible with bold artistry, flawless skin, and an ethical conscience. Keep a close eye on these brands as they continue to disrupt the world of makeup—your best face (and best planet) await.

External Links

Vegan and Cruelty-Free Summer Beauty Staples of 2025 - PETA 24 Best Vegan Makeup Brands In 2025 Best Vegan Makeup and Skincare Brands | Blanka Beauty Blog The 6 Best Vegan Makeup Brands in 2025 to Test Out ASAP 11 Best Clean And Non Toxic Makeup Brands (2025)