The demand for ethically produced beauty products is at an all-time high, and the UK beauty industry is responding. Consumers are now prioritising ethics, sustainability, and transparency, reshaping the way brands develop and sell their products. This is not just a fad. It is a response to growing awareness of the impact our choices have on animals and the planet. As of 2026, the UK cruelty-free beauty market is estimated at $1.2 billion USD, with a CAGR of 8.5% until 2028.
An increasing number of brands are now fully vegan. Newer brands, in particular, have prioritised ethical credentials from the get-go. Many of these brands use recyclable, compostable, or refillable packaging and donate to environmental causes.
But it’s important to understand that "vegan" and "cruelty-free" do not always mean the same thing. Vegan beauty products avoid animal-derived ingredients such as beeswax, lanolin, keratin, snail mucin, and non-vegan collagen. Cruelty-free means no animal testing across ingredients, formulations, and finished products.
While cosmetic testing on animals has been banned in the UK since 1998, the cruelty-free label is not always straightforward, especially for brands that sell in countries like China, where animal testing is still mandatory by law. The gold-standard certifications to look for are the Leaping Bunny logo from Cruelty Free International and a presence on PETA's Ultimate Cruelty-Free List.
For retailers, stocking the right vegan and cruelty-free brands has never been more important. We have done the research to help you find the best vegan and cruelty-free makeup brands that are in demand, 100% committed to their ethical practices, and hold all the required certifications.
Here are the vegan and cruelty-free makeup brands that UK retailers must stock.
- Inika Organic - 100% vegan and cruelty-free
- Rare Beauty - 100% vegan and cruelty-free
- Benecos - 100% cruelty-free, but not fully vegan
- Lush - 100% cruelty-free, but not fully vegan
- Weleda - 100% cruelty-free, but not fully vegan
- Zao Makeup - 100% vegan and cruelty-free
- Hourglass Cosmetics - 100% vegan and cruelty-free
- e.l.f. Cosmetics - 100% vegan and cruelty-free
- KVD Beauty - 100% vegan and cruelty-free
Inika Organic
Inika Organic was founded in Australia 20 years ago, and in record time they became an award-winning brand known for its 100% vegan and cruelty-free makeup.
And when we say 100%, we mean it. The brand has never tested its products on animals anywhere in the world (including mainland China). As for vegan, they do not include any animal-derived ingredients in cosmetics and are certified by both PETA and Leaping Bunny.
They have a complete range of amazing makeup products for natural beauty lovers, including foundations, primers, eyeshadows, eyeliners, mascara, lipstick and gloss, and even skincare products like moisturizing creams and serums.
Shop Inika Organic at Qogita
Rare Beauty
If you've spent any time researching vegan makeup brands on TikTok, you already know Rare Beauty by Selena Gomez. The brand was founded on the idea of self-love, and it sells Selena-approved products.
On the ethics front, Rare Beauty is 100% vegan and cruelty-free, certified by PETA. The brand has been open about this from the start, with Selena personally addressing fans who asked about their credentials. In an Instagram post, the brand clearly said, “For the past few months, you've all been asking… and we're proud to share that our products will be 100% vegan and cruelty-free. Like you, we love and care for our animals too.”
Their product range covers essentials such as liquid lipstick, tinted lip balm, cream blush, foundation, concealer, highlighter, liquid liner, and brow gel. One thing we particularly love is their massive shade range. They have 48 shades for their foundation and concealer line, which is the kind of inclusivity that goes down very well with today's shoppers.
However, in our research we found that Rare Beauty is not officially part of the Clean at Sephora program. That means the brand may use certain ingredients like synthetic polymers or fragrance components that don't align with Sephora's “big no list” of over 50 ingredients.
Shop Rare Beauty at Qogita
Benecos
Benecos is a green and clean beauty brand that was founded in the UK back in 2008 with a goal of making natural cosmetics that actually work. The founders, Silke and Stephan, were pretty clear from the start about what they didn't want in their products: mineral oils, paraffins, silicones, synthetic dyes, fragrances, and parabens. Instead, they went with natural and organic oils and waxes, essential oils, and plant extracts.
The brand also never tests on animals, and we really love that they've taken packaging seriously too, with their refillable, plastic-free Beauty ID palettes being a popular option.
Be aware that not all of their products are vegan as some have animal-derived ingredients like beeswax, biotin, carmine, and squalane, so it's worth checking individual products before stocking this brand.
Shop Benecos at Qogita
Lush
There is probably not a single beauty lover in the UK who hasn't heard of Lush. They've taken the high street by storm, and at this point, I think finding a town or city without a Lush store is harder than finding one with it.
What makes Lush particularly interesting for retailers is how early they took a stand for the environment. The brand was founded in 1995 by six co-founders, but its cruelty-free policy dates back to 1993, when the same founders were still running their previous company. So by the time Lush launched, the no animal testing rule was already baked in from day one. They use gentle formulas with butters, waxes, oils, and flower waters, and none of it has ever been tested on animals.
Now, one thing worth knowing is that while their entire range is 100% cruelty-free, around 95% of it is vegan. Just like Benecos, Lush isn't fully vegan just yet, though they are continuously adding new vegan products to their range.
Shop Lush at Qogita
Weleda
Founded in Switzerland in 1921, Weleda is one of the oldest natural beauty brands. Over a century in, their founding belief that people are part of nature still drives everything they do. That kind of consistency is rare, and honestly, pretty refreshing.
Weleda has never tested any of its ingredients or finished products on animals, and that applies everywhere in the world. They sell a small selection of products via e-commerce retailers in Hong Kong, which is exempt from China's animal testing requirements, so they haven't had to make any compromises there either. Every single one of their cosmetics carries the NATRUE seal, which is an internationally recognised certificate for natural, organic, and cruelty-free cosmetics.
Now, one question retailers might get from customers: why is there no Leaping Bunny or PETA logo on the packaging? Weleda don't carry bunny symbols on their packs simply because they rely on their NATRUE certification instead. We think of it as a different route to the same destination.
However, Weleda is not a fully vegan makeup brand. Some of the products have beeswax, lanolin, and lactose, though they do clearly label which products are vegan, so it's easy enough for retailers to find and stock vegan options.
Shop Weleda at Qogita
Zao Makeup
Zao Makeup was founded in 2012 with a bold ambition: to be the first ever refillable makeup brand. And they did it.
Their refillable packaging is mostly made from bamboo, and the cosmetic range covers everything from foundation and eyeshadow to lipsticks. Cutting down on unnecessary packaging this way is something we think every beauty brand should be looking at, and Zao was doing it over a decade ago.
Something that really stands out is their nail varnish. Rather than using petrochemical solvents like most brands, Zao replaced them with agro-solvents sourced from potatoes, manioc, corn, and wheat, giving their nail varnish 65.5 to 99% naturally derived ingredients. That's the kind of detail that shows how seriously this brand takes its values.
All Zao Makeup products are made with 100% natural ingredients, certified organic by Ecocert, and are both vegan and cruelty-free. The brand is also almost entirely zero-waste and plastic-free. Their brushes are synthetic and vegan, and where plastic is used in some refill packaging, it is BPA-free and recyclable. No petrochemical derivatives, no synthetic preservatives, and their products are only scented using natural vanilla extract.
If you’re a retailer looking for a vegan makeup brand that genuinely walks the talk on sustainability, Zao is a very strong choice.
Shop Zao Makeup at Qogita
Hourglass Cosmetics
Angelina Jolie's favorite vegan makeup brand, Hourglass, was founded in 2004 by beauty industry veteran Carisa Janes. It started out as an exclusive at Barneys New York, but in 2017, Unilever acquired the brand and made it available to customers all over the world.
Hourglass has been cruelty-free for years, but going fully vegan took a little longer. That finally happened in 2020, and since then the brand has been 100% vegan across their entire range. On top of that, they donate 1% of their annual net profits to the Nonhuman Rights Project, a nonprofit that supports animal rights. A brand that puts its money where its mouth is? We're totally on board with that.
Packaging-wise, they've made some solid moves too. 70% of their plastic is recycled, their cartons use FSC-certified paper, and some products like the Curator Eyeshadow Palette are even refillable.
That said, Hourglass is not particularly open about the full list of ingredients they use. The lack of transparency around both ingredients and packaging could be a sticking point for retailers who prioritize “clean” labeled products.
Shop Hourglass Cosmetics at Qogita
e.l.f. Cosmetics
e.l.f. Cosmetics has a big reputation for making high-quality makeup at affordable prices, which is probably why they've become such a staple for everyday shoppers and makeup artists.
This vegan makeup brand is certified by PETA as "Global Animal Test-Free and Vegan," meaning the brand not only bans animal testing but also refuses to use any animal-derived ingredients like honey, beeswax, or carmine in their products. On top of that, they hold double cruelty-free certification from both PETA and the Leaping Bunny Program. Retailers, that kind of third-party verification is exactly what you want to see.
Back in 2016, e.l.f. went a step further and reformulated everything to remove all animal byproducts from their range. So there are zero hidden surprises when it comes to ingredients. Their brushes too, are 100% synthetic and vegan.
Shop e.l.f. Cosmetics at Qogita
KVD Beauty (Kat Von D)
Kat Von D started her vegan makeup brand in 2008 for one simple reason: she loved animals and refused to compromise on that. The brand was bold, high-pigment, and built entirely around vegan and cruelty-free values from day one.
In 2020, things changed a little. Kat sold her shares to parent company Kendo and stepped away from the brand to focus on other projects. The brand was renamed then, first to KVD Vegan Beauty, and later to KVD Beauty. Kat’s no longer involved, but the brand’s ethical commitments haven't gone anywhere.
KVD does not test on animals, and neither do their suppliers or any third parties. Their products are also not sold in mainland China, which means no compromise on the cruelty-free front anywhere in the world. PETA is certified too, so retailers can point customers straight to that if they need reassurance.
They offer all essential makeup items. Their Tattoo Liner has genuine cult status, and the rest of the lineup includes creamy matte lipsticks, full-coverage foundations, and high-pigment eye products.
Shop KVD Beauty at Qogita
Sellers can also complement their vegan range with eco-friendly beauty brands that focus on sustainable packaging and responsible sourcing.
Where To Buy Vegan and Cruelty-Free Makeup Brands In The UK
Now that you know about the top cosmetic brands that are cruelty-free and vegan, it's time to learn how to buy them wholesale. As a retailer and beauty seller, you should find a wholesaler who:
- offers 100% authentic products at comparative wholesale prices
- has a low minimum order value or quantity
- ships within 3-4 days
- has reliable customer support
- offers invoices that Amazon accepts to get ungated
The last point is very important if you're trying to sell cruelty-free beauty products on Amazon or any other third-party marketplace. At Qogita, our invoices are designed to meet the rigorous requirements of third-party marketplaces and we also offer supply chain documentation that is needed for resale compliance.
We also follow a strict supplier vetting process to ensure you get 100% original products, and our minimum order value is just €500, making it easier for smaller retailers and sellers to get started. All the vegan makeup brands mentioned in this guide (plus 10,000 others) are available on Qogita, so make sure you check out the platform.
Conclusion
Vegan and cruelty-free are two different things in the beauty world, but both matter equally. Stocking brands that are certified by organisations like PETA and Leaping Bunny builds trust with ethically conscious shoppers who want their purchases to make a difference.
As a retailer, transparency is everything. Only label a product cruelty-free if it's certified, and only call it vegan if the entire brand or product is 100% vegan. Honesty goes a long way, and in this space, customers will notice.