The Top 12 Ethical Beauty Brands According to Mary Carolonza


Natural beauty brands have committed to making the world a better place and providing quality clean products to their customers. Many beauty brands take ethics seriously, and they avoid harsh chemicals, animal testing, and non-recyclable packaging.

Mary Carolonza, a university student from Pottersville, New Jersey, shares 12 of the top ethical beauty brands and describes how their products can help you create an authentic look.

1. 100% Pure

100% Pure produces vegan cosmetics, skincare, and beauty products formulated to be nourishing to the skin. Ingredients include high-performing antioxidants, fruit dyes, and essential oils. This is an ethical brand because its ingredients are sustainable, and no component of the products is ever tested on animals.

Some of 100% Pure’s most popular products are their Coffee Bean Caffeine Eye Cream, Fruit Pigmented Ultra Lengthening Mascara, and Kelp & Mint Volumizing Shampoo.

2. Real Purity

Real Purity produces affordable, all-natural makeup. The products are cruelty-free, all-natural, and vegan-friendly. They are also made in the USA. The products contain a balance of botanical, organic, and wild ingredients. The company takes purity and quality seriously. It never tests any of its products or their components on animals. In addition, their products contain no sulfates, parabens, or other toxic chemicals.

Its most popular products include mascara, foundation, and lead-free lipsticks.

SEE MORE: How to take care of your skin

Ethical Beauty Brands on the budget

3. Juice Beauty

Juice Beauty has a focus on anti-aging products. Their products are PETA-compliant vegan, cruelty-free, and USDA Organic certified. They also try to source as many ingredients as possible from the local area. Their packaging is recyclable, and they commit to giving back to the community.

Juice Beauty’s most popular products are their Stem Cellular Day & Night Duo moisturizer and overnight cream and their Blemish Clearing line of cleanser, serum, and moisturizer.

4. Pacifica

Pacifica is known as one of the most affordable yet innovative green makeup lines available today. Products from this company are cruelty-free, vegan, and gluten-free. Their products are free of sulfates, parabens, phthalates, and other dangerous chemicals. The products are available at Target, making them much more accessible to the average shopper than other ethical beauty brands.

Pacifica’s most popular products include their Beauty Sleep Bundle, their Glow Baby Bundle, and their Create Your Own At-Home Mani Kit. 


CLOVE + HALLOW has created a line of inclusive makeup that contains all clean ingredients. Each product has only 15 or fewer ingredients. Their products are vegan, cruelty-free, and made in the USA. Their compacts are reusable. The products contain natural waxes, oils, butters, botanicals, and only ECO-CERT approved preservatives.

The company’s most popular products include The Everything Oil, the Conceal + Correct concealer, and Lip Velvet lipstick.

6. e.l.f. Cosmetics

This brand is another affordable offering that is easy to find in drugstores across the United States. It is cruelty-free, vegan, and promoted by PETA. The products are also made without animal byproducts. They also support the Humane Society of the United States.

Their most popular products include Camo CC Cream, Poreless Putty Primer, and Hydrating Camo Concealer.

7. RMS Beauty

While their products are not entirely vegan because they contain beeswax, they check all other ethical beauty boxes since they are cruelty-free, organic, and use recyclable packaging. Their products are made to be multi-use, allowing wearers to choose how they use them daily.

RMS Beauty’s most popular products include “Un” Cover Up concealer and cream foundation, Eye Polish, and Tinted Daily Lip Balm.


This brand was founded by a makeup artist, a dermatologist, and an entrepreneur. The brand is cruelty-free, vegan-friendly, and uses all-natural ingredients. The products are created without using artificial chemicals found in other makeup brands.

Their most popular offerings include Expressionist Pro Mascara and Bio-Tint Multi-Action Moisturizer.

9. Zuzu Luxe

This makeup line is 100 percent natural, gluten-free, cruelty-free, vegan, and made in the USA. It specializes in eyeshadow and foundation. The products are never tested on animals. To top it off, the mica used in its products is produced using fair-trade methods which ensures that their business model not only benefits their bottom line, but their suppliers as well. 

Their Color Correcting Primer and Mosaic Illuminator are two of their most popular products.

SEE MORE: 9 Natural Foods and Supplements to Improve Skin

Ethical Beauty Brands

10. Hynt Beauty

Hynt Beauty produces a line of makeup that is cruelty-free, PETA-certified, carcinogen-free, and all-natural. Their only product that is not vegan is their mascara. The products contain no harmful or controversial ingredients.

Their Discovery Kit is a great way to get started using Hynt Beauty makeup. It includes a wide variety of cosmetics tailored for your foundation shade.

Explore Your Options

The ethical beauty market has grown by leaps and bounds over the past few years, and today, it is possible to find nearly every makeup and skincare product you might want in an ethical format. When you use ethical and clean beauty products, you can feel good about your impact on animals, the earth, and your health.

Mary Carolonza recommends ethical beauty brands to any makeup fan who wants to look great while living up to their environmental friendliness and social action standards. However you decide to wear your makeup, using one of these ethical brands will make you feel good inside and out.


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