Business Spotlight

The Rise of Vegan Makeup

Vegan makeup means no animal-derived ingredients like beeswax, lanolin, collagen, or carmine, no animal testing, and often sustainable packaging — beauty without cruelty. The category was valued at $3.6 billion in 2024 and is projected to reach $6 billion by 2030, fueled by consumers who want beauty that's kind to animals, people, and the planet.

Vegans Explore Podcast

Episode 3 · Nov 3, 2025 · 8 min

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Brands Leading the Shift

Well People — founded by a makeup artist, a dermatologist, and a wellness expert; the Supernatural Stick and Biotint Moisturizer are fan favorites. Find it at Target, Ulta, and WellPeople.com.
The Lip Bar — Melissa Butler mixed her first products in her kitchen after being turned down by major beauty companies; now sold nationwide at Target, Walmart, and TheLipBar.com.
ILIA Beauty — the Super Serum Skin Tint and Multi-Stick combine makeup and skincare with plant-powered ingredients. Find it at Sephora, Nordstrom, and iliabeauty.com.
e.l.f. Cosmetics — affordable, accessible, and a leader in cruelty-free; the Halo Glow Skin Tint and Power Grip Primer went viral. Find it at Target, Walmart, Ulta, or elfcosmetics.com.
Haus Labs by Lady Gaga — the Triclone Skin Tech Foundation is a go-to for flawless coverage without harsh chemicals. Find it at HausLabs.com and Sephora.
KVD Beauty — one of the first major brands to go completely vegan; the Good Apple Foundation Balm is a full-coverage standout. Find it at Sephora, Ulta, and KVDBeauty.com.
Milk Makeup — playful and modern, with the Kush Mascara and Cooling Water Jelly Tint as cult classics. Find it at Sephora, Ulta, or MilkMakeup.com.
Merit Beauty — clean, minimal beauty; the Minimalist Complexion Stick replaces foundation and concealer in one. Find it at MeritBeauty.com or Sephora.
Thrive Cosmetics — founded by Karissa Bodnar, donates to help women facing homelessness, cancer, and domestic abuse; the Liquid Lash Extension Mascara and CC Cream have cult status. Find it at ThriveCosmetics.com.

The rise of vegan cosmetics proves that compassion and style can coexist — these brands are reshaping what beauty looks like, showing that doing good can look good too.