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Best Vegan Makeup Brands to Watch in 2025: The New Era of Conscious Beauty

#beauty #makeup #vegan beauty #cruelty-free #makeup trends 2025 #sustainable makeup #eco-friendly beauty
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Best Vegan Makeup Brands to Watch in 2025: The New Era of Conscious Beauty

Eco-chic. Cruelty-free. Seriously glam. 2025 is already shaping up to be a massive year for vegan makeup—and there are more must-try brands than ever.

Why Vegan Makeup Is Taking Over in 2025

Ethical choices are everywhere in beauty, but 2025 is seeing vegan makeup truly go mainstream. Think: innovative formulas, sustainable packaging, and a fresh focus on inclusivity, all without a hint of animal-derived ingredients. It’s not just about what’s left out, but what’s packed in—powerful plant actives, biotechnology, and pigment innovation that rivals any conventional counterpart.

It’s also bigger than the makeup itself. Shoppers are reading between the (ingredient) lines, with Gen Z and Millennial beauty lovers holding brands accountable for animal welfare, environmental impact, and full supply chain transparency. From TikTok to IRL beauty counters, the vegan movement isn’t just a trend—it’s the new standard. Let’s spotlight the brands setting the pace in the new, cruelty-free beauty world.

1. **Rare Beauty **

Selena Gomez’s Rare Beauty continues to own 2025’s vegan makeup conversation. Already certified cruelty-free and fully vegan as of late 2024, Rare goes beyond star power with formulas designed for real skin diversity. Concentrated, blendable pigments in cult-favorite products like the Soft Pinch Liquid Blush and Positive Light Tinted Moisturizer defy the outdated notion that “vegan” means “basic.” Rare Beauty also stands out for inclusive shade ranges and visible support of mental health initiatives—a meaningful bonus for conscious beauty buyers this year.

Why It’s Hot Right Now

  • All formulas are vegan, clean, and gentle—ideal for sensitive skin.
  • Award-winning complexion products compete with prestige classics.
  • Brand pushes boundaries with tech-driven ingredient innovations.
  • Rare Impact Fund supports mental health resources globally.

2. **Kosas **

If you crave vegan makeup that gives a “your skin but way better” vibe, Kosas should be on your radar. Kosas quickly earned cult status for hybrid beauty: high-performance makeup powered by skincare-level botanicals and biotechnology. With a full transition to certified vegan in 2025, look for their new Cloud Set Setting Spray and the skin-smoothing 10-Second Eyeshadow, both loaded with barrier-supporting actives and zero animal byproducts.

The Kosas Vibe

  • Skin-loving, dermatologist-tested, and silicone-free.
  • Minimalist packaging with bold color choices.
  • Known for skin-enhancing base makeup and buttery lip products.
  • All formulas suitable for sensitive and acne-prone skin in 2025.

3. **e.l.f. Cosmetics **

Budget beauty doesn’t get more buzzed-about than e.l.f. Cosmetics. The drugstore favorite was ahead of the curve with its vegan and cruelty-free formulas, and 2025 only cements its reign with a massive launch of refillable, eco-friendly palettes and bioplastic-packaged mascaras. The OG Halo Glow Liquid Filter remains viral on TikTok, and their expansion into pro-level eye and base products brings top-tier results without the guilt (or the price tag).

Winning Attributes

  • Almost all products under $10 and fully vegan.
  • Now features refillable palettes and biodegradable packaging.
  • Strong push toward “clean beauty” by removing 200+ unwanted chemicals.
  • Accessible everywhere, from drugstores to grocery shelves.

4. **LYS Beauty **

A disruptor from day one, LYS Beauty lands on every “best vegan makeup” list for its luxe performance and ethical ingredients. Founded by Tisha Thompson and Black-owned, LYS is the first Sephora “Clean + Vegan” certified makeup brand to put rich, melanin-friendly shades at the center. 2025 sees their Triple Fix Serum Foundation winning even more raves for breakthrough shade-matching, while new launches focus on universal blush colors and SPF-infused primers.

The LYS Difference

  • Unbeatable range of undertones and deep shades.
  • Sleek, sustainable glass packaging.
  • Powered by plant squalane, niacinamide, and hyaluronic acid.
  • Transparent about eco-impact and ingredient sourcing.

5. **Milk Makeup **

Milk’s cool-girl energy has always been cruelty-free, but 2025 is their year to go full vegan across all categories, including new peptide-infused, glass skin glosses and ultra-cushiony mascaras. A favorite for innovative stick formats (hello, creamy blush and bronzer on the go), Milk’s “clean” credentials are paired with recyclable packaging, compostable refills, and a plastic-neutral commitment—all making them a leader in sustainable makeup this year.

Milk’s Must-Knows

  • 100% vegan as of Q1 2025, including older formulas.
  • Famous for dewy, skin-first makeup looks.
  • Commitment to plastic neutrality and “clean at Sephora.”
  • Next-gen cloud gel formulas for summer skin.

6. **Haus Labs by Lady Gaga **

From boundary-pushing lip shades to high-tech pigments, Haus Labs keeps beauty on its toes. Lady Gaga’s brand embraced vegan and clean formulas since its start, and in 2025 unveils Bio-Radiant Gel-Powder Highlighters and fermented skincare-makeup hybrids. Expect richly pigmented, allergy-friendly options that slay on any skin tone and are tested for sensitive eyes—ideal for those on the hunt for safe, expressive color.

Why You’ll Love Haus Labs

  • Vibrant color stories, all 100% vegan.
  • High-tech, dermatologist-tested formulas.
  • Unique fermented actives for healthy skin barrier support.
  • Inclusive, artistic approach to self-expression.

7. **Tower 28 Beauty **

Sensitive skin? Tower 28 has you covered with makeup so gentle it’s approved by both dermatologists and the National Eczema Association. All products are vegan, gluten-free, and allergy-tested, with a California-cool aesthetic that’s hard to resist. In 2025, their SunnyDays SPF Tinted Sunscreen drops in expanded shades, and a new Dew Crusade Gloss Balm brings barrier-loving ceramides into play.

Standout Features

  • Top-rated for sensitive and acne-prone skin.
  • All formulas vegan, gluten-free, and scent-free.
  • SPF and skincare actives throughout the lineup.
  • Clean, minimal branding that looks chic on any vanity.

8. **Rose Inc **

Founded by supermodel Rosie Huntington-Whitely, Rose Inc is a blend of luxury and botanical innovation. Fully vegan since 2024, 2025 introduces ethically sourced, upcycled botanicals and refillable packaging that accounts for a 75% reduction in single-use plastic. Their Softlight Skin-Smoothing Concealer, featuring bioengineered squalane and peptides, is already a staple for dewy, real-skin coverage.

  • Responsible, recycled and refillable packaging.
  • Advanced chemistry meets plant ingredients.
  • Focus on skin health first, makeup second.
  • Earthy, minimalist color palettes for all skin tones.

9. **Youthforia **

Youthforia takes fun, skin-tech makeup further in 2025, rolling out biocompatible, plant-powered pigments and color changers that adapt to pH levels. Known for TikTok-famous blush oil (that’s actually good for your skin), its full makeup line remains vegan and playful. New for 2025: sustainable stick highlighters and radiant foundations with skin-microbiome support.

What’s Unique

  • Futuristic, fun color reveals (blush that “blooms” to your skin).
  • All formulas vegan, “plant-based tech” focused.
  • Eco-friendly packaging using post-consumer waste.
  • Pro-aging philosophy—products suitable for teens to mature beauties.

10. **GXVE Beauty by Gwen Stefani **

Pop icon Gwen Stefani’s foray into vegan makeup brings a retro-cool, beauty-punk twist. All formulas are vegan and Leaping Bunny certified, with vivid, highly pigmented eye and lip products. 2025 sees the release of GXVE Hi-Fi Lip Vinyl, a one-coat vegan gloss with a glassy finish, plus artistic palettes channeling her signature bold looks.

Why GXVE Stands Out

  • Authentically bold, high-impact shades.
  • 100% vegan and cruelty-free brand ethos.
  • Inspired by Gwen’s iconic, genre-blending style.
  • Expansion into eco-friendly packaging and clean formulas in 2025.

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Photo by William Shu on Unsplash

What Makes a Top Vegan Makeup Brand in 2025?

The best vegan makeup brands are about way more than removing beeswax or carmine. Here’s what sets 2025’s leaders apart:

  • Certifications That Matter: Look for Leaping Bunny, PETA, or Vegan Society logos. Third-party validation is huge with ingredient transparency.
  • Minimal Waste: Compostable lipstick tubes, refillable pans, and biodegradable mascara wands are no longer niche.
  • Updated Formulation Science: Top brands are using plant peptides, biotech squalane, and lab-grown pigments for high performance without compromise.
  • All-Inclusive Approach: From ultra fair to rich deep, undertones and shade availability is non-negotiable.
  • Clean Beauty Credentials: Vegan status often launches reformulation drives, nixing parabens, phthalates, PEGs, and over 1,000 questionable ingredients.
  • Social Impact: Leading vegan brands are out front on social causes, from mental health to LGBTQ+ support, climate activism, and ethical sourcing.

Vegan Makeup FAQs for Beauty Savvy Shoppers

Q: Is vegan makeup better for my skin?
A: Not always, but vegan formulas avoid animal-derived allergens (like lanolin or carmine) and often use fewer synthetic stabilizers and fragrances. Brands like Tower 28 and Kosas are especially gentle for sensitivity or acne-prone skin.

Q: Does cruelty-free mean the same as vegan?
A: Cruelty-free means no animal testing, but it doesn’t stop animal ingredients from sneaking in. Always check for both designations!

Q: Are vegan makeup products as effective as traditional ones?
A: In 2025, yes. Advanced pigment technologies, plant polymers, and green chemistry mean you get color payoff, wear, and blendability on par with mainstream favorites.

Q: Can I recycle vegan makeup packaging?
A: Increasingly, yes. Look for refill systems, glass, aluminum, or compostable tubes. Some brands partner with TerraCycle for hard-to-recycle part returns.

Q: How can I tell if a brand is truly vegan?
A: Check for clear vegan certifications and don’t be afraid to cross-check ingredient lists. Reputable brands make this info prominent and easy to verify.

The Future of Vegan Beauty: 2025 and Beyond

The vegan makeup story is just getting started. This year and beyond, expect even more game-changing launches from both indie disruptors and established beauty giants. We’re seeing:

  • Customized, AI-driven skin-matching that ensures vegan formulas really suit every unique complexion.
  • Integration of microbiome-friendly and pro-aging actives in color cosmetics.
  • Greater transparency on ingredient sourcing and labor ethics.
  • Biotechnological advances making “natural” pigment and shimmer better than ever—all without animal harm.

For beauty fans, the message is clear: the best vegan makeup brands aren’t just a “kinder” choice—they’re raising the bar for performance, transparency, and style. If you’re swiping, dotting, or blending your way through 2025, make these brands your first stop for conscious glam that never compromises.

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