15 Cruelty-Free Makeup Brands At Drugstore Price Points

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Taking care of yourself in an ethical and responsible way is what cruelty-free beauty brands want to show you is possible. Lipgloss, lipstick, foundation, eyeshadow palette, primer, setting spray ... all of them can have one thing in common: not having been previously tested on animals.


Cosmetics Business reported that the Perfect365 app had conducted a survey in 2018 that showed 36% of women would rather buy cruelty-free beauty products than makeup that have been tested on animals. Beauty brands are rightfully becoming more concerned about animal welfare which is why many are determined to become cruelty-free, which, according to Peta Prime, means not allowing any testing on animals.

Ethical makeup companies are trying to find their place among the big brands of luxury beauty products by offering high-quality, responsibly-made products at affordable prices. From 24-color eyeshadow palettes to long-wear lipsticks that deeply nourish the lips, it may seem hard to believe that these 15 cruelty-free makeup brands have products available at drugstore prices.



Founded in 2004 in Germany by Christina Oster-Daum, Catrice offers innovative products for all skin types and tones. Well-known for the quality of its foundations, Catrice also offers products for lips, eyes, and even nails without ever testing them on any animal. "Our suppliers are also required to certify in writing that their products have been manufactured without testing on animals," states the PETA-certified Catrice Cosmetics website. Such strong measures show the brand's commitment to creating 100% cruelty-free products.


Innovation, quality, and affordability are all beliefs of Catrice. The brand also has a vision that everyone can be a makeup artist while taking care of their skin. The all-in-one makeup products — from small palettes that are easy to slip into your makeup bag to featured collections — are oil-free, paraben-free, perfume-free, and alcohol-free and will make you want to create original makeup looks and demonstrate your creativity every day. And the brand's best-selling products are all priced at under $10 (via Catrice Cosmetics).

Winky Lux

Makeup brand Winky Lux was founded in 2015 by friends Natalie Mackey and Nate Newman and all of its collections are cruelty-free and sustainably designed to be plastic-neutral. "The inspiration for Winky Lux was that it ... was free of all the nasty ingredients I didn't want in my products," Mackey explained to Aol. This transparency is also appreciated by consumers. Winky Lux products are paraben-, sulfate-, and gluten-free which allows people with sensitive skin to wear them without worrying about redness or irritation. 


And who can resist the cute and colorful packaging of Winky Lux products? Some of the most popular products include color-changing lipsticks with dried flowers inside and blushes in the shape of roses. "I believe it's important to surround yourself with beautiful things," Mackey told The Newsette. And beauty does not have to be expensive. Most of the brand's best-selling products come in priced at $20 and under (via Winky Lux). 


Created in 2012 by Natalia Iaromenko in London, LAMEL ("honey" in Catalan) collections are sparkling, inspiring, and will enhance your natural beauty every day. The founder's favorite products? "It would be LAMEL multifunctional products, as they are ideal for traveling and I travel a lot," Iaromenko explained to Il Giornale della Bellezza. "For example, BB blush and concealer/highlighter are my must-haves. BB blush is a multitasking product I can use it as an eyeshadow, as a blush, or even apply it on the lips — it gives the face an instantly fresh look."


All LAMEL products are cruelty-free and most are priced at under $10. "We do not test our products on animals," Iaromenko said. "We are a PETA cruelty-free brand; most of our products are vegan and many are multifunctional, which helps to reduce consumption and make it more reasonable."

With a limited edition collection of products scheduled to launch this winter, LAMEL continues to celebrate everyone's beauty and individuality. 

Flower Beauty

Do you know the power that a flower can have? Makeup brand Flower Beauty does and reveals it in its collections to make people feel beautiful and unique in their way. Founded by actress Drew Barrymore, who says the brand "is about being the best you, the most joyful you, and empowered you," (via Flower Beauty). From day one, the actress and businesswoman has never created a product that has been tested on an animal. "We test our product on people, not our furry friends," the brand states.


Flower Beauty adds a touch of love to all its products and is known today for its long-wearing nail polishes and two-in-one blushes, which they offer at drugstore prices. However, those affordable prices don't mean the products aren't also good for your skin. The eye tint, for example, has rosehip oil that will moisturize your eyelids while making them gleam.

Juvia's Place

Juvia's Place makeup products are the definition of power and femininity. The vibrant colors of the palettes and the strong message behind each product put women of color on a pedestal. Through products such as eyeshadow palettes that depict people of color with folkloric and artistic makeup, Founder Chichi Eburu aims to celebrate and empower African women by making their personalities stand out.


Juvia's Place breaks codes and turns the makeup world upside down with one-of-a-kind products that scream "Just rock it!" All skins are represented in the brand's product line. There are 42 shades of foundation alone, ranging from nude porcelain "Vienna" all the way to "Chad" for the darkest skin. The brand's best sellers range from approximately $10 to $30 (via Juvia's Place).

Juvia comes from Eburu's son "Juwa" and daughter "Olivia," the brand explains on its blog. A perfect blend of two names for unique products with high pigmentation and creamy formulas that melts on the skin like snow in the sun (per Beautymone).


Totally generation Z-approved, fun and colorful Soda, which was created in 2018, is perfect for Y2K fashion lovers. The vibe of its products is all about pastel colors, creativity, and self-expression. 


To embrace Soda Makeup's vibe, you'll need to go back in time to the 2000s when kids played Gameboy, put glitter in their hair, and glued stickers on their nails. From forest green eyeliners and crystal lipsticks to glitter gel eyeshadows, every product will highlight your personality. "Soda doesn't necessarily make you more pretty, but it does make you more you," the Soda website states. And if you feel like you need to be even more immersed in the Y2K era, you can customize your products and decorate them with cute stickers to give them a unique look.

Perfect for the budget-conscious, Soda products are primarily priced at less than $5 making brushes in the shape of a mermaid's tail and candy pink blush your new makeup bag essentials.


Milani Cosmetics

When elegance meets glamour, it creates Milani cosmetics. The family business was founded in 2001 and was inspired by Italian beauty looks, especially from Milan, one of the four fashion capitals of the world.


Milani creates exquisite lipsticks, glosses, eyeshadows, as well as iridescent blushes that have become iconic (per Lifestyle Guide). The brand's main goal? Offer luxurious and affordable products that highlight women's assets with quality and diverse beauty products. "My brother and I learned from our father how important it was to make products for our brand that were all-inclusive and resonated all over the world," founder Laurie Minc told Lifestyle Guide. "We always dreamed Milani would be a global and "borderless" brand that appeals to people everywhere."

With packaging that can rival the biggest luxury beauty brands, Milani ensured that their products are accessible to all, with most coming in priced between $10 and $20. You won't be able to do without their rose-shaped blushes, cushiony concealers, and mascaras that give you XXL lashes.


Physicians Formula

Everything wonderful about summer is captured in Physicians Formula's creations. The uber-feminine products have become known for their intense pigmentation in the world of beauty. Its name was not chosen by chance either. The brand was created in 1937 by allergist Dr. Frank Crandall for his wife who had sensitive skin. Crandall wanted to change the rules of the skincare and makeup game and offer products for all skin types using cocktails of specific ingredients. Composed of natural, organic, and skin-safe products, Physicians Formula has colorful and thematic collections. From a toasty bread-shaped bonzer to a creamy monoi-scented blush, the brand knows how to invigorate all of your senses (via Physicians Formula).


On social media, Physicians Formula products have become a sensation. With its intoxicating smell — it actually smells like strawberries! — the brand's Strawberry Blush went viral on TikTok. There will be no hiding these gems in your bathroom drawers; the adorable, summer-inspired, deliciously scented products deserve to be on display.

Burt's Bees

Burt's Bees harnesses the power of bees in their products. Created by beekeepers Burt Shavitz and Roxanne Quimby in the '80s, the American brand produces products made out of 100% natural materials. They first started with DIY candles and lip balms made of wax; the latter of which quickly became the brand's star product. They then expanded into makeup, including lipsticks, blushes, lip glosses, palettes, and even foundations.


Every product is completely cruelty-free because animals, and bees especially, are meaningful to the owners. And now the brand is creating stylish honey bee-themed collections in which all the products have the same purpose: to enhance beauty while taking care of the skin. They are also bringing nature back into your beauty routine with ingredients such as moringa, strawberry, apricot, babassu oil, shea butter, vitamins, and tons of antioxidants that nourish your skin while giving you a glowy look.

Burt's Bees' most popular products range in price from $5 to $15 (via Burt's Bees).


Drugstore cosmetics brand Pacifica, whose name was inspired by a Joao and Astrud Gilberto song (per Makeup), is worth the hype it gets. With all of its products being 100% vegan, gluten-free, and cruelty-free combined with being of optimal quality, Pacifica averages a 4.5-star rating on Amazon. One reviewer wrote, "Pacifica Beauty delivers for sensitive eyes!" 


In an interview for ForceBrands, founder Brook Harvey-Taylor explained that the brand's "core value is compassion — for people, animals, and the planet," which is why the brand has never tested any of its products on any animals.

Pacifica is another great American brand that is making sustainability a priority by focusing on using natural ingredients and recyclable packaging. Its most trending products range in price from approximately $5 to $35. If you love summer and heat, the products, with packaging that is anything but discreet, will bring color to your makeup collection. 

Honest Beauty

Everything about Honest, the brand created by actress Jessica Alba is honest and transparent, from the ingredients in its makeup products to the way they are made. For example, the two-in-one creme blush contains authentic fruit extracts like raspberry, grape, and blackberry, and the lipsticks are enriched with avocado oil and hyaluronic acid. 


All the products are made with clean, natural ingredients and are never tested on animals. "It's been my goal to build a diverse, inclusive, and ethical company based on values of ... trust, sustainability, and a deep sense of purpose," Alba said. But her commitment goes further than that as the beauty brand tests all of the products multiple times in a laboratory to ensure their safety and efficacy. The goal is 100% fair trade, eco-friendly, and skin-healthy beauty.

The brand's bestsellers — many of which have won awards — range in price from $10 to $30 (per Honest).

Kiko Milano

Would you like to carry a touch of Italy in your makeup bag? That's where Kiko Milano, a brand offering sleek, chic style at a low price — we're talking about a creamy, pigmented lipstick for $6.50 — was born in 1997.


Created by Percassi, Kiko Milano wants to make professional cosmetics accessible to anyone who likes to create and play with makeup. "Our clients ... enjoy our quality, style, and overall results," Kiko Milano's global retail director Maria Rodal told Racked. While style and elegance are essential to Kiko, animal cruelty has been a major cause for the brand since its beginning. It is therefore natural that Kiko Milano's products are all certified cruelty-free (per Cruelty-Free Kitty).

With metal packaging and eyeshadows with divine prints, Kiko knows how to make everyone shine. For the holiday,s the brand has also created unique collections of sparkling lipsticks and stunning eyeshadow palettes. And with its must-have products averaging $15, it's the perfect time to treat yourself or buy gifts for family and friends without maxing out your credit card. 


Cult Candy

British brand Cult Candy is more likely to break mold than be put into boxes. The brand brings out everyone's individual personalities through a broad range of products with crazy packaging featuring sinister sweet urchins and punk-inspired makeup collections that offer pops of color. The brand's makeup collections truly make a statement on any face.


Certified vegan and cruelty-free, Cult Candy is the union between mother Angie Adams and daughter Jazmin Bean who gave life to their makeup brand that advocates for inclusivity and diversity. Each half of the mother-daughter duo was called to create makeup that is different from the ordinary and their popular Instagram account is used to showcase the creative, colorful looks of their satisfied buyers and beauty influencers. 

The brand's products range in price from approximately $18 to $55. If simplicity and subtlety aren't for you, Cult Candy will take you out of your comfort zone by daring to do outstanding makeup.

Jason Wu Beauty

Created by Taiwanese-Canadian designer Jason Wu, the eponymous brand Jason Wu Beauty may look luxurious, but its prices are anything but. The brand's most popular products average $12-$15. 

Like many others, the designer wanted everyone to feel good in their skin, which is why the brand's beauty products have neutral color packaging. With an authentic haute couture vibe, the designer shows that elegant and sophisticated makeup is accessible to everyone. "The color nude is our inspiration. We wanted to expand the definition and encompass all different types of skin tones. It's very inclusive and all about revealing natural beauty, not hiding," Wu explained in an interview with The Cut.


From creamy lip liners and eyebrow gel that fluffs brows to lipsticks that won't dry your lips, femininity and delicacy are at the heart of Jason Wu Beauty products. The brand offers a palette of highlighters to shine all day for $16 or an ultra-pigmented lip cream for $12. There's no need to spend insane amounts of money to add a little haute couture to your makeup collection.