Okay, cruelty-free makeup brands are totally my thing right now, but let me tell ya, I’m no expert. I’m sitting here in my tiny Brooklyn apartment, coffee mug with yesterday’s espresso stains staring at me, and my cat’s shedding all over my makeup brushes. Like, I used to grab whatever was cheap at CVS, not even thinking about bunnies or guinea pigs. Then last fall, I was munching on overpriced kale chips at a café in Greenpoint and saw this TikTok about animal testing that legit made me choke. I felt like such a dummy for not knowing better. So here’s my messy, totally human take on cruelty-free makeup brands beauty gurus are hyping in 2025, plus my fumbles and faceplants along the way.
Why I’m Obsessed with Cruelty-Free Makeup Brands (Despite Myself)
Switching to cruelty-free makeup brands was, uh, not exactly a glow-up moment for me. I’d stand in Ulta, squinting at labels like I needed glasses, totally lost. Cruelty-free means no animals got hurt for your winged liner, which is huge. PETA says like 80% of beauty fans are into ethical makeup now, which is wild, right? But I’m gonna be real—I once bought a “vegan” eyeshadow that wasn’t even cruelty-free because I got distracted by sparkly packaging. Ugh, rookie move. Still, brands like e.l.f. and Too Faced are making it easier to keep it ethical without selling my soul to afford it.
How I (Try to) Spot Legit Cruelty-Free Makeup Brands
- Look for the Bunny: Leaping Bunny or PETA logos are my go-to. I learned this the hard way after buying a shady “natural” palette off Amazon.
- Google Like Crazy: I check brand sites and Cruelty Free International’s list. It’s like I’m a beauty detective, but with zero chill.
- Stalk X: I slide into beauty gurus’ DMs on X to see what’s good. They’re all about Milk Makeup’s Kush Mascara, FYI.
My Go-To Cruelty-Free Makeup Brands for 2025
Alright, let’s talk about the cruelty-free makeup brands I’m loving, based on my own disasters and what gurus are screaming about on X and Insta. I’m sitting here with my chipped lavender nails, smudging vegan blush on my arm like it’s a Pinterest board, and I’m stoked to spill.
e.l.f. Cosmetics: My Broke-Girl Savior
e.l.f. is like that friend who’s always clutch. Their Bite-Size Eyeshadows are my jam for quick looks before running to my barista gig. I once dropped a palette in my sink while trying to film a TikTok—total chaos, but it still worked. Gurus like @beautybyb on X are obsessed with e.l.f.’s cruelty-free vibes, and it’s PETA-certified, so I’m sold. Plus, it’s cheap enough that I can still afford my overpriced oat milk lattes. Check e.l.f.’s cruelty-free lineup.
Too Faced: My Fancy Feels
Too Faced’s Better Than Sex Mascara is my ride-or-die. I wore it to a rooftop bar in Dumbo and felt like a million bucks, even though I smudged it crying over a bad date. It’s Leaping Bunny-approved, and gurus on TikTok swear by their Born This Way Foundation. I’m no pro—my cat-eye looked like a drunk raccoon—but Too Faced’s cruelty-free stuff makes me feel like I’m trying. Shop Too Faced’s ethical goodies.
Milk Makeup: My Edgy Obsession
Milk Makeup’s Kush Mascara is giving me life. I tried it while rushing to a concert in Williamsburg, applying it in a Lyft with a shaky hand. It’s vegan and cruelty-free, and X users like @veganvibeslove are all over it. I did accidentally poke my eye once, because apparently I can’t multitask. But the vibe? Chef’s kiss. Explore Milk Makeup’s cruelty-free range.
CoverGirl: Drugstore Done Right
CoverGirl’s Clean Fresh Skin Milk is my lazy-day go-to. I slapped it on during a heatwave on the subway, sweating like crazy, and it still looked decent. They’re cruelty-free certified, and beauty bloggers on X keep hyping their vegan lip oils. I may or may not have gotten some on my phone screen. Oops. Grab CoverGirl’s ethical picks.
Pacifica: My Eco Warrior
Pacifica’s Stellar Gaze Mascara is my eco-friendly fave. I used it before a picnic in Prospect Park, and it held up through a surprise rainstorm. Their whole vibe is vegan and sustainable, which I’m here for. I did smear it all over my face trying to wipe off rain, but that’s just me being a mess. Gurus love their cruelty-free palettes, too. Check Pacifica’s ethical collection.
My Epic Fails with Cruelty-Free Makeup Brands
I’ve made so many dumb mistakes, it’s embarrassing. Like, I thought “organic” meant cruelty-free and bought this sketchy highlighter that was tested on animals. Or that time I ordered a “vegan” palette from a random site and it arrived broken with a weird smell. Big yikes. My biggest takeaway? Always check for Leaping Bunny or PETA logos. Also, X beauty gurus are savage about calling out greenwashing, so I follow their lead now.
Tips for Navigating Cruelty-Free Makeup Brands
Here’s what I’ve learned from my chaos:
- Baby Steps: Don’t overhaul your whole makeup bag. I started with CoverGirl’s mascara and went from there.
- X is Your Friend: Follow accounts like @CrueltyFreeKitty for real talk on ethical brands.
- Read Up: Blogs like Cruelty-Free Kitty have 2025 guides that saved my butt. I bookmarked them on my phone.
- Forgive Yourself: I still cry over that highlighter fail, but I’m learning. You will too.
Wrapping Up My Cruelty-Free Makeup Rant
So, yeah, cruelty-free makeup brands are my 2025 vibe, and I’m low-key obsessed. From e.l.f.’s budget steals to Pacifica’s eco-chic, there’s something for all of us hot messes. I’m still tripping over my own feet (and cat hair), but every cruelty-free pick feels like a win. Wanna jump in? Try these brands and hit me up on X—I’m @BeautyChaosNYC, and I’m always down to nerd out over ethical makeup. What’s your fave cruelty-free find? Spill!
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