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We hear the word ‘sustainable’ being thrown around a lot these days—both in positive and negative terms. There are, for example, companies out there making genuine efforts to embrace a more sustainable culture, such as incorporating sustainable packaging into their cosmetic lines and producing vegan and cruelty-free products.
Be it that they are taking small steps that then become larger waves later on. Then, on the other side of the argument, there are also the companies that say they are contributing to the sustainability cause for their marketing and PR but aren’t really being truthful about their exploits.
Some may even brand themselves as a makeup brand that cares about the environment while continuing to use unsustainable materials in their beauty products and skincare lines.
Either way, good or bad, the word sustainable is certainly rolling off our tongues much more than it did 10, 20, or 30 years ago.
When it comes to sustainable makeup brands that are actually putting in the work to be more sustainable, however, what does that really entail? Brands that embrace cruelty-free testing methods and eco-friendly packaging, while ensuring their mascara and other products align with vegan principles, set themselves apart in the beauty industry.
Essentially, a sustainable makeup brand at its core pushes for more green ways of operating and producing its cosmetic products. The most obvious is sustainable packaging such as recyclable and/or biodegradable materials.
Many more are looking at ways to become completely plastic-free and prevent unnecessary waste from filling our oceans. Words like ‘clean beauty’ and ‘toxic-free’ also get banded around by companies who are making more waves to produce sustainable makeup that does not contain chemicals that harm the environment, wildlife or humans.
Beyond that, however, a sustainable brand (and a good one at that) will also consider its carbon footprint, how much air pollution it is putting out, as well as its water usage.
Likewise, a true sustainable or ‘eco-friendly’ brand also considers how and where they are sourcing their ingredients from. For instance, brands that produce vegan and cruelty-free skincare and beauty products ensure that their entire process reflects their green ethos. Oh yeah, it’s more than just recycling!
And yet, it’s not always that easy to tell which brands are actually sustainable and which ones are Greenwashing. That’s why we want to champion those brands that are laying down more sustainable groundwork and those that are transparent about their green endeavors.
So if you are struggling to find a makeup brand, let us be your guide, because we’ve got 16 of our favorites that are openly and honestly sustainable. Each offers everything from clean formulas to eco-conscious mascara and beyond.
It’s all about quality over quantity too, so while you might be spoilt for choice, each brand on this list is actively encouraging their customers to think carefully about how much they are consuming.
A makeup brand that channels the ‘cool-girl, clean aesthetic’ whilst actually being clean. That’s why we love Ilia.
They’re not just promoting something to get ahead of the trends; they are genuinely, and with heart, creating clean cosmetic products that reflect their mission statement.
Ilia are of the belief that anything you put on your body and skin should be good for you and have set out to protect their consumers from harmful ingredients and beauty products that can cause hormonal and endocrine disruption—which can lead to health problems later on in life.
Ilia are also huge advocates for the environmental impact that makeup products have from the very start to long after their lifetime. That’s why all of their products are made from sustainable packaging including responsibly sourced paper, recycled aluminium, and glass.
Their 1% for the planet programme additionally aims to plant 1 million trees with One Tree Planted by 2023, with 580,000 being in Peru’s Amazon rainforests.
When makeup artist Trisha Thompson founded Lys Beauty, her mission set her out to bridge the gap between diverse makeup brands and clean beauty, dispelling the myth that the two cannot go together.
Today Lys is Sephora’s first black-owned clean colour cosmetic brand and continues to pave the way for the conversation on what clean beauty in a diverse marketplace should look like.
One of the best things about the Lys brand is their dedication to the clean beauty and sustainability movement through affordable beauty products so that everyone can have sustainable makeup products that enrich and protect the skin, as well as the environment.
It is for that reason that Lys refuse to compromise on their toxic-free, uber-clean formulations, cruelty-free processes, and vegan practices/ingredients.
Just like their triangle delta symbol that flows through their product line and sustainable packaging, Lys are constantly embracing a positive cycle of change.
The company, like many others on this list, are seeking to better environmental sustaina
KVD Beauty (Formally Kat Von D Beauty) is up there with one of the world’s most popular makeup brands of recent years. Founded by celebrity Tattoo Artist Kat Von D in 2008, KVD Beauty found a huge gap in the cosmetic market and continued from that point on to push boundaries.
The brand’s whole ethos lies in celebrating individualism through sustainable makeup. Their number 1, best-selling Tattoo Eyeliner has become a huge hit everywhere with beauty product lovers and makeup artists embracing the bold in beauty.
This is part of the reason why the brand is also vocal on ethical issues. As a result, KVD is completely vegan and cruelty-free.
The company proudly pledges to never give up on the fight and refuses to sell their products in any country that requires animal testing on cosmetic products in order to sell them!
In recent years, KVD has also looked into their green pursuits and has promised to continue to do better for the Earth. Today this looks like using fully-recyclable sustainable packaging and post-consumer recycled materials wherever possible.
They admit to wanting to do better still but acknowledge that they are always committed.
RMS Beauty believe in being completely transparent with their customers. That’s why they always disclose the ingredients that they use, including any fragrances, and prioritize creating sustainable makeup.
The company was set up with the intention of ‘cleaning up’ the cosmetic industry and today, only produce products that are GMO-free. Meaning that you can be assured that you will not be exposed to any toxic chemicals in their beauty products or skincare.
The makeup brand you buy from RMS Beauty is as gentle on you as it is to the environment. The company never test on animals and pledge to stand by that promise as part of their commitment to vegan and cruelty-free practices.
They also envision a more sustainable future for the planet and are taking steps to become more responsible, such as their innovative ReEvolve Radiance Locking Primer, which comes in sustainable packaging and is entirely refillable, so that you never need to buy the bottle again.
If you are looking to go completely plastic-free with your cosmetic buys, then Axiology is definitely worth considering. The makeup brand was born out of a need to do better. Better for the Earth. Better for the animals. Better for people.
The company took note of how much plastic was filling the sea and killing marine wildlife, as a result of wasted packaging. Axiology then created sustainable packaging that can be recycled after use.
It is to that effect, that they don’t believe you should buy a beauty product because of its pretty packaging. They instead believe that packaging is essential to keep your products safe and in good condition.
We happen to think Axiology’s branding and paper packaging are fantastically eye-catching, but we salute them even more for their continued efforts to prevent the great plastic pandemic.
And with their 3-in-1 lip-to-lid balmies, you’ve got the vegan and cruelty-free products you need within the same item to create your look.
Kjaer Weis is the perfect makeup brand for all you luxury cosmetic enthusiasts out there, and one that promises to do more within the luxury beauty sphere for our shared planet.
Sustainability is a top priority for Kjaer Weis, who fuse stunning beauty products with sustainable packaging. To that effect, all materials used within packaging are 100% recyclable and responsibly sourced, making them a leader in sustainable makeup.
But more than that, their Iconic Edition metal compacts are made for lifelong use. All you’ve got to do is refill them for use over and over again. They look exquisite and prevent waste. What more could you want from a truly vegan, cruelty-free brand?
GenSee Beauty is a makeup brand made for anyone who is looking to make the switch over to clean and sustainable makeup without losing any of the spark.
The brand believes that no matter what, makeup should always be fun, and being environmentally responsible doesn’t mean that you need to lose any of that.
As a result, GenSee are clean, safe, and sustainable, while also giving you, the consumer, uncompromised quality. The range includes lipsticks, mascaras, metallic eyeshadows, and cheek colours for youthful beauty products that make you feel that spark every time you use it.
Responsibility for this brand is transparent—they’ll always be upfront about what’s in the products and sustainable packaging. They also pride themselves on sourcing ethically and creating diverse working practices for the good of their employees and the environment.
EXA Beauty specializes in foundations and primers for each and every skin type and colour. The makeup brand believes that everyone should be able to buy foundations that match their skin effortlessly.
They also believe that foundation should do good for the entire planet, just as much as it does for you. That’s why they continue to push for more transparency into what exactly goes into their cosmetic and beauty products, including ensuring they use sustainable packaging.
As such, the brand donates a portion of their proceeds to Women’s Voices For The Earth, a charity that aims to eradicate chemicals that harm women’s health.
EXA likewise continues to push for cleaner beauty—offering vegan, cruelty-free, and sustainable makeup products that meet strict requirements to ensure that they are clean and free from any toxic ingredients.
Like many of the brands on the list, EXA also promises to continue to develop.
Juice Beauty brings together beauty and science to look into the ways beauty and cosmetic products are affecting our bodies and hormones. The makeup brand looks for organic solutions to bring about much-needed change within the beauty industry.
Thanks to much research, Juice Beauty are able to bring high-performing sustainable makeup products to the market that are formulated with anti-oxidant properties, vitamin-rich ingredients, and are free of toxic chemicals.
This ‘farm-to-beauty’ approach means that the beauty products you buy are free of radicals and pesticides which can wreak havoc on the skin. It doesn’t just stop there either, because Juice Beauty also ensures that they are doing their bit for the environment too.
For each post-consumer recycle plastic sustainable packaging they use, Juice Beauty remove the same amount of plastic from the ocean, helping to clean up the mess that has been left behind.
While they do use recycled plastic, Juice Beauty vow to never use virgin plastic.
Saie Beauty have incredibly high standards for their sustainable makeup products. They are hypoallergenic, paraben-free, organic, and free from carcinogens as well as other endocrine disrupters.
The trendy makeup brand aims to create cosmetic products that look good and perform well while also being kind to the environment.
Sustainability comes as a standard and responsibility is key for this company, who are doing everything to think and act more considerately, including offering cruelty-free and vegan options.
Even if it may seem like a tricky task, the brand is constantly looking for new ways to improve sustainable packaging, carbon footprint, and recycling procedures.
Products themselves are packaged with responsibly sourced materials such as aluminium, glass, bio-resin and post-consumer recycled plastic.
In 2003, mother and daughter duo Margaret and Abi set out to create a skincare brand that prioritized natural ingredients and organic herbs to treat common skin ailments such as eczema and skin allergies.
Starting from their kitchen table, Essential Care was founded when Margaret and Abi used their knowledge of treating itchy and irritating skin conditions at home to give others the chance to heal and nourish their skin in the most soothing way possible and without harsh chemicals or having to visit the pharmacist.
It was this desire to create beauty products with goodness flowing throughout that prompted the family-run company to rebrand in 2014 as natural skincare and fair-trade makeup brand Odylique.
Odylique’s sustainable makeup still shares all of the fantastic qualities that stemmed from the early days of the company.
All cosmetic products, therefore, are pumped full of healthy ingredients and contain no nut oils or allergens. The brand’s dedication to vegan and cruelty-free practices further underscores their commitment to responsible beauty.
While caring for the person is important to the company, so too is caring for the planet. That’s why Odylique’s makeup is responsibly packaged as far as possible. Their sustainable packaging reflects their effort to reduce waste and support eco-friendly practices.
The company admits to using plastic in some cases, but they have thoughtfully considered the problems this can cause. As a result, they have ensured that all of their packaging is completely recyclable.
Packaging is also sourced in Europe to reduce carbon footprint, and almost half of their bottles are made within the UK—as are all of their products.
An affordable, high-street makeup brand that promotes sustainability and high-performing cosmetic products at the same time—we love to see it! We’re certain you’ll already know E.L.F Cosmetics, but get ready to love the brand even more.
E.L.F are currently cruelty-free and vegan. The company has also been focused on ‘Project Unicorn’ since 2019, to help reduce the amount of waste and have so far eliminated an estimated 1 million pounds of excess waste.
That’s the equivalent of 3,800 baby elephants or 5,300,000 cupcakes, according to E.L.F themselves. The brand admits to working step-by-step on their carbon footprint and sustainability practices, which has seen them look into ways to streamline their sustainable packaging down to next-to-nothing.
Only keeping the bare-necessity packaging.
Sustainable makeup made from dried fruit? Tell us more… That really is the idea behind makeup brand 100% Pure, who create highly-pigmented cosmetic products sourced from fruit, vegetables, and cocoa.
This helps to avoid dyes and colorants that harm the Earth and is part of the company’s mission to only source ingredients that are 100% purely natural—not from animals.
Their dedication to vegan and cruelty-free practices makes their beauty products not only safe for the skin but also environmentally responsible. We should’ve seen that one coming!
Zao Makeup pledge their commitment to producing quality sustainable makeup that benefits the world around us. The makeup brand is 100% cruelty-free and vegan, and they prefer natural, organic ingredients.
The way they extract their ingredients is also an important factor in avoiding pollution as much as possible. As such, they source their materials through a painstaking process to get the results they set out for.
These practices contribute to their mission of offering environmentally-friendly beauty products that stand out in the industry.
One of our favorite things about this brand is their refillable, reusable bamboo sustainable packaging. It produces less waste and uses less energy. Plus, it’s great for your pockets too!
Selena Gomez’s venture into the makeup brand world has created a big impact recently and with good reason too. Not only is Rare Beauty aiming to break down perceptions of ‘perfect’ but her whole brand is centered around being real and relatable.
This also goes for the sustainability side of the business, which shows that as humans, we are all imperfect, but we can ultimately do a lot of good. This approach is reflected in their cosmetic line, which prioritizes sustainable makeup without sacrificing quality or style.
As a result, Rare Beauty promises to continue to find ways to eliminate waste and continue to educate themselves on sustainable practices. Rare Beauty is also 100% cruelty-free and vegan, making their beauty products a responsible choice for consumers.
We’re glad to be seeing well-known makeup brands embracing more sustainable practices within their companies, and we were happy to see that BareMinerals was one of those brands.
In fact, the brand’s whole mission is to bring clean cosmetic products that do good to the body, so it wasn’t entirely surprising that they’d be on this list. BareMinerals are completely cruelty-free, vegan, and source their ingredients ethically.
Speaking of their ingredients, BareMinerals have restricted over 2,500 harmful ingredients, 1,400+ of which have been banned in the EU.
BareMinerals care about what they are selling, and it is quite obvious from their marketing that this isn’t just greenwashing.
As for their sustainable packaging, BareMinerals admit that this is a step-by-step process and are aiming to make 100% of their products recyclable by 2026.
Today, they are working to reduce their virgin plastic consumption and have even created makeup bags out of recycled bottles. As far as their statistics go, BareMinerals have also saved 9,000 pounds of plastic from going into landfill by using repurposed plastic within their shop display units.
That’s our favourite 16 sustainable makeup brands of the moment. With so much choice, there really is something out there for everyone looking to embrace a more sustainable lifestyle.
While there is still a long way to go, companies are embracing more ethical and sustainable practices to help us all be kinder to our planet as well as ourselves. And we are here for it!
