gorgeous & kind: makeup brands that do better

Curious about clean beauty? These makeup brands bring the pigment, the performance, and the kindness—no guilt required.

Jul 02, 2025

Vegan beauty isn’t just for hardcore plant-based babes anymore—it’s for all of us who want our makeup routines to be a little cleaner, a little kinder, and still absolutely fabulous. You don’t have to give up glam to do a little good. In fact, the best modern beauty brands are proving you can have it all: buttery textures, long wear, flawless finishes, and totally animal-friendly formulations.

So whether you're here because you're fully vegan or just dipping your toes into the world of cruelty-free beauty, this roundup is your no-pressure, no-judgment guide to some seriously amazing makeup lines that are doing better—for your skin, the animals, and the planet. 🌺

kat von d beauty

If drama is your love language, this one’s for you. Kat Von D Beauty (now known as KVD Beauty) serves up intense pigments and bold packaging, with zero animal ingredients and zero testing on animals. It’s edgy, unapologetic, and 100% vegan. Perfect for anyone who wants their look to pack a punch—and last all night.

tarte cosmetics

Tarte walks the line between eco-conscious and glam—and does it well. While not every single product in their lineup is vegan, they’ve got a growing collection of plant-based essentials that feel like a treat for your skin. Their formulas are known for being gentle, high-performance, and infused with natural ingredients. Great for the clean-girl aesthetic without giving up the coverage or color payoff.

pacifica beauty

Pacifica feels like the beauty brand your free-spirited best friend would make. It’s whimsical, clean, affordable, and totally vegan across the board. They’ve mastered the art of playful packaging and dreamy formulas, from their skincare to their perfumes to their full face of makeup. Plus, they’re big on sustainability—so yes, even the packaging comes with a conscience.

milk makeup

Effortless beauty? Say less. Milk Makeup has become a cult fave for its minimal, modern approach to makeup that just works. Their stick formulas are perfect for on-the-go lifestyles (or lazy girls who still want to look cute), and they’re all vegan and cruelty-free. It’s no-mess, no-fuss beauty that feels cool without trying too hard.

au naturale cosmetics

For those who love the idea of clean, organic makeup that doesn’t look or feel “crunchy,” Au Naturale is the quiet luxury brand you didn’t know you needed. Everything is handcrafted in the U.S. and packed with skin-loving minerals and botanicals. This is the brand you reach for when you want your makeup to feel more like skincare—and still serve a polished finish.

inika organic

Inika is proof that plant-based beauty can still feel indulgent. This Australian-born brand is certified organic, fully vegan, and a dream for anyone with sensitive or reactive skin. Their formulas are lush and nourishing, but still deliver on that airbrushed finish we all crave. Think dewy, radiant, and quietly luxe.

🌸 why this matters (even if you're not vegan)

The truth is, you don’t have to go fully vegan to care about what’s in your makeup bag. More and more brands are cutting out unnecessary additives, testing better ingredients, and stepping up their sustainability game—and that benefits all of us.

Switching to vegan or cruelty-free products, even just one at a time, can:

Support ethical practices — no animal testing, no animal byproducts.
Nurture sensitive skin — cleaner ingredients tend to mean fewer irritants.
Reduce environmental impact — many of these brands use eco-friendly packaging and low-waste formulations.
Help you feel good about your glam — because being conscious and cute is the ultimate combo.

👌 the final word

Whether you’re here for the ethics, the ingredients, or just the aesthetic, these brands prove you can have a gorgeous makeup routine that aligns with your values. There’s no gatekeeping in this beauty space—just good vibes, great formulas, and glam that feels as good as it looks. 🐰

Go ahead, play around, try something new. Your skin (and your soul) will thank you.

with peace and kindness,

Kaitlyn @ The Vogue Muse