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Cruelty Free Shopping Guide

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Cruelty-Free Makeup for People of Color

Cruelty-Free Makeup for People of Color

These cruelty-free brands have a wide range of medium to rich shades, some with color adjusters that let you exactly match your skin shade and undertone. Most also have lipstick and shadow shades that complement many different skin tones.

All Leaping Bunny certified, except e.l.f., Kat Von D, and Pacifica are PETA certified.

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Quick Look:

  • Brands: bh Cosmetics, Burt's Bees, e.l.f., FACE atelier, Kat Von D, Milani, Pacifica, Plain Jane Beauty, The Body Shop
  • Brands with most selection: Kat Von D (32 foundation shades in medium to rich range), e.l.f. (25 foundation shades in medium to rich range), Pacifica (21 shades in medium to rich range)
  • All-vegan brands: e.l.f., Kat Von D, Pacifica, Plain Jane Beauty
  • Bargain brands: bh Cosmetics, e.l.f., Milani
  • Best brand for bridal: FACE atelier
  • Brands available locally: bh Cosmetics, Burt's Bees, e.l.f., Kat Von D, Milani, Pacifica, The Body Shop

bh Cosmetics, $-$$

bhcosmetics.com

Products: Full makeup line, except no mascara (but lots of false lashes). 14 medium to rich foundation shades, and good range of concealer shades, too. Many blush, shadow, and other palettes, some vegan (type "vegan" in Search).

Shop online at: bhcosmetics.com and at CameraReadyCosmetics.com, Kohls.com, Target.com, ULTA.com, Walmart.com.

Shop locally at: Kohl's, Target, ULTA, Walmart. Check retailer web site (e.g., kohls.com) to see if specific product available at store near you.

bh Cosmetics

Burt's Bees, $-$$

burtsbees.com

Products: Makeup line that's widely available locally. 12 foundation shades in medium to rich range, and good color range for lipsticks, too. Not vegan: foundation has honey; lipsticks have beeswax and some have carmine.

Shop online at: burtsbees.com and at ULTA.com, Walmart.com, Well.ca.

Shop locally at: Major drugstores, Target, Walmart. Find local stores.

Note: Burt's Bees is Leaping Bunny certified, but it's owned by a parent company that is not.

Burt's Bees Makeup

e.l.f., $

elfcosmetics.com

Products: Full makeup line, widely available locally. 25 foundation shades in the medium to rich range, plus shade and undertone adjusters to customize even more. Some nice palettes, especially of eye shadows. All-vegan brand.

Shop online at: elfcosmetics.com and at iHerb.com, Target.com, ULTA.com, Walmart.com, Well.ca.

Shop locally at: Major drugstores, Old Navy, Target, ULTA, Walmart. Find local stores.

e.l.f. Cosmetics

FACE atelier, $$$-$$$$

faceatelier.com

Products: Professional makeup line. 9 medium to rich foundation shades, plus shade and undertone adjusters for exact skin match (they pioneered this). Foundation is a pro favorite, widely used in movies, TV, photography, fashion, and great for bridal. Good selection of lipsticks and shadows. Crybaby mascara excellent for bridal. Foundation samples available. Foundation, powder, concealers, blush vegan; most other items not.

Shop online at: faceatelier.com and at CameraReadyCosmetics.com.

Shop locally at: Salons in US and Canada. Find local stores.

FACE atelier Cosmetics

Kat Von D, $$-$$$

katvondbeauty.com

Products: Full makeup line (except no mascara). The best color range of all, with 30+ foundation shades in the medium to rich range. Good shade range for powder foundations and concealers, too. Huge color range of lipsticks (incl. liquid lipsticks). All-vegan brand.

Shop online at: katvondbeauty.com and at Sephora.com.

Shop locally at: Sephora. Find local stores.

Kat Von D Makeup

Milani, $

milanicosmetics.com

Products: Full makeup line. 16 foundation shades/10 concealer shades in medium to rich range, and 40+ lipstick shades. Mascaras particularly good. Some items vegan, but not labeled. Contact company for list.

Shop online at: milanicosmetics.com and at Target.com, ULTA.com, Walmart.com, Well.ca.

Shop locally at: Major drugstores, Kroger, Walmart. Find local stores.

Milani Cosmetics

Pacifica, $$

pacificabeauty.com

Products: Alight foundation has 21 foundation shades/9 concealer shades in medium to rich range. Mascaras worth a look, too - allergy sufferers will appreciate Aquarian Gaze mascara, a natural waterproof mascara that really is. All-vegan brand.

Shop online at: pacificabeauty.com and at Target.com, ULTA.com, Well.ca.

Shop locally at: Target, Whole Foods, other natural food stores. Find local stores (Alight foundation is a new item, so call stores first to make sure they have it).

Pacifica Beauty

Plain Jane Beauty, $$$

plainjanebeauty.net

Products: Focus is foundation: 10 foundation shades in medium to rich range, each available in liquid, stick, pressed powder, and loose mineral powder. Samples available. All-vegan brand.

Shop online at: plainjanebeauty.net.

Plain Jane Beauty Foundation

The Body Shop, $$

thebodyshop.com

Products: Full makeup line. Fresh Nude liquid foundation (light-medium coverage) has 10 shades in medium to rich range, plus has dark and light shade adjusters to customize the shades. Fresh Nude foundation is vegan; lipsticks and mascara aren't (beeswax). To see vegan products on thebodyshop.com site: on the main menu, choose Collections; then under "FREE FROM," choose Vegan Products.

Shop online at: thebodyshop.com.

Shop locally at: The Body Shop (at many major malls). Find local stores.

Note: The Body Shop is owned by Natura, which also is Leaping Bunny certified (through the EU certifier, Cruelty Free International).

The Body Shop

March 6, 2019

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