10 Cruelty Free Alternatives to Cult Beauty Buys

Three Kosas makeup tubes, including an open brown product with a doe-foot applicator.

Updated 26 October 2026

Finding out a beloved cult beauty buy is tested on animals stings, especially when the same soft heart has a dog curled up on the end of the bed. The good news is that cruelty free alternatives have caught up, and many now match or beat the originals on texture, wear and finish. Each swap below pairs a well known favorite with a product from a brand that does not test on animals, so the routine stays just as polished.

Kindness at home rarely stops at the makeup bag, either. If the cleaning cupboard is next, these cruelty free cleaning products that actually work are gentle on homes shared with pets.

Kerastase Cruelty Free Alternative for Smooth, Shiny Hair

Kerastase is not cruelty free. It belongs to L'Oreal, a parent company that still allows animal testing where a market requires it. For the same salon-soft, glossy finish, Eleven Australia Miracle Hair Treatment is a well loved cruelty free alternative: a lightweight leave-in spray that smooths frizz, adds shine and protects against heat styling, from a brand with no parent company that tests.

Eleven Australia Miracle Hair Treatment

Swapping for: Kerastase Nutritive masques. Where a rich masque sits on the hair for ten minutes, this spray works in seconds on towel-dried lengths. Silk amino acids, desert lime and wattleseed help detangle and add softness, and it shields against both heat and UV. It suits every hair type, which makes it an easy first switch for anyone moving their whole routine across. For a shelf that feels like a gentle swap rather than a sacrifice, it is a lovely place to start, much like these eco-friendly pet products worth the swap for the dog's side of the house.

Skincare Dupes for a Gentle Cleanser and Glow Mask

Skincare is where many people discover how tangled brand ownership can be, since several classic pharmacy names are owned by companies that test. These two swaps keep skin clean, calm and bright.

e.l.f. SKIN Holy Hydration! Daily Cleanser

Swapping for: Cetaphil Gentle Skin Cleanser. This creamy daily wash removes makeup and grime without that tight, squeaky feeling, with hyaluronic acid and ceramides to help skin hold on to moisture. It is gentle enough for morning and night, and thousands of shoppers rate it highly. e.l.f. is Leaping Bunny certified, fully vegan and has no parent company that tests. The same no-stripping rule applies on bath day for the dog, and these gentle dog shampoos for sensitive skin are not tested on animals either.

Sodashi Brightening Marine Mineral Mask

Swapping for: SK-II Facial Treatment Mask. This Australian mask uses volcanic mineral, spirulina and kaolin to draw out congestion and leave a fresh, even glow. It is a weekly ritual rather than an everyday step, so a jar lasts. For the rest of the body, these cruelty free body scrubs worth buying carry the same polish from neck to toes.

Makeup Dupes for Eyes, Lashes, Cheeks and Base

Makeup has the widest choice of all. Each pick below has a loyal following of its own, and building a full kit is easier with these must-have cruelty free makeup essentials alongside them.

Kosas Revealer Super Creamy + Brightening Concealer

Swapping for: YSL Touche Eclat. This is the closest match to that famous lit-up finish: a creamy, radiant concealer with buildable medium coverage. Caffeine and pink algae help brighten tired under-eyes, while hyaluronic acid, arnica and peptides keep it from looking dry. With 38 shades, finding a match is easy.

Urban Decay Naked2 Basics Matte Eyeshadow Palette

Swapping for: MAC single eyeshadows. This compact palette from the cult Naked family holds six matte neutrals, the everyday transition, crease and liner shades most people reach for again and again. It slips easily into a handbag and covers soft daytime looks as well as a deeper evening crease.

Too Faced Better Than Sex Mascara

Swapping for: Maybelline Great Lash. The hourglass brush separates, lifts and builds intense black volume, and the formula skips parabens. With tens of thousands of reviews, it is one of the best known cruelty free lash products around.

e.l.f. Pro Eyelash Curler

Swapping for: Shu Uemura Eyelash Curler. A contoured curve, a stronger spring and comfortable handles give a clean, lifted curl without pinching, and a spare pad comes in the box. With tens of thousands of reviews, it is proof that the best cruelty free lash tools do not need a luxury price.

e.l.f. Sheer For It Blush Tint

Swapping for: Benefit Benetint. This watery tint gives cheeks and lips the same sheer, just-pinched flush, blending out to a natural finish that builds with a second layer. Hyaluronic acid keeps it comfortable, and nine shades run from soft pink to warmer berry.

Tarte BB Blur Tinted Moisturizer SPF 30

Swapping for: Clinique Moisture Surge CC Cream. A skincare-first base that blurs, hydrates and protects with SPF 30, finishing natural matte across fifteen shades. More options sit in this roundup of cruelty free BB and CC creams.

Kosas Revealer Skin-Improving Foundation SPF 25

Swapping for: Giorgio Armani Luminous Silk Foundation. For that lit-from-within finish, this foundation gives medium coverage with a natural dewy glow, mineral SPF 25 from zinc oxide, and niacinamide, hyaluronic acid and peptides underneath. With 36 shades, matching is simple, and a bronzed glow pairs well with these cruelty free self tanners without streaks.

How to Check a Beauty Brand Is Really Cruelty Free

Look Past the Label to the Parent Company

Some cruelty free brands are owned by groups that still test elsewhere. Urban Decay sits under L'Oreal, Too Faced under Estee Lauder and Tarte under Kose. Buying from the cruelty free brand still rewards a no-testing policy, but shoppers who want every dollar kept away from testing groups can favor brands with no testing owner, such as e.l.f., Kosas, Eleven Australia and Sodashi.

Understand Where Testing Is Still Required

China once required animal tests on all imported cosmetics. It has since dropped that rule for most everyday products, but tests can still apply to some categories and to post-market checks, so a brand sold in mainland China stores deserves a closer look.

Trust Certification Over Marketing

"Not tested on animals" on a bottle can refer only to the finished product, not its ingredients. Independent certification is the clearer signal, and the Leaping Bunny brand list is an easy check before any new purchase. Cruelty free and vegan also differ: a product can be free of animal testing and still contain beeswax, lanolin or carmine.

Dog-Safe Beauty Habits for Pet Parents

Lotions, Lip Tints and Curious Tongues

Plenty of dogs love licking freshly moisturized hands and faces. Let skincare sink in before cuddles, keep tubes and pots off low tables, and wipe up any drips on the floor so a curious tongue never gets more than a stray taste.

Essential Oils in Hair and Skin Products

Concentrated essential oils, especially tea tree, can make dogs unwell, so keep pure oils and oil-heavy treatments closed and out of reach. This guide to dog itchy skin home remedies explains which oils never belong on a pup.

Sponges, Tubes and Heated Tools

Makeup sponges, mascara tubes and hair ties look like toys to a puppy and can cause a blockage if swallowed. Store them in a lidded drawer, unplug heated tools after use, and call the vet if anything goes missing into a curious mouth.

Every swap is a small vote for kinder beauty. Download the printable cruelty free beauty swaps checklist to keep handy, and share a favorite cruelty free find in the comments.

About the author

Serena Faber-Nelson

Founder of Pretty Fluffy

Pet lifestyle expert Serena Faber-Nelson is the founder of Pretty Fluffy. A contributor to Everyday with Rachael Ray, Modern Dog Magazine, Cesars Way and more; her modern, stylized take on DIY dog treats has seen her recipes viewed millions of times over. Serena is the author of the go-to dog mom bible, Dog Mama, and the popular dog treat recipe book, Healthy Homemade Dog Treats.

Serena's profile and articles

Join the Conversation19 Comments

Share a thought, ask a question, or tell us about your own dog. We read every comment.

Alexis6 January 2016

It claims Benefit stopped testing on animals in 1989.

Katie25 November 2015

Good thing I researched the Giorgio Armani brand then… I was going to get their foundation, as it looks stunning on my friend’s skin! Damn… Thanks for the list 🙂

andrea23 August 2015

As China required by law for animal tasting on products if companies want to sell in China then most of this dont apply either… specially Naked palette by Urban decay which confirms to be in China for sale.
So, do we make sure then the products are for sure made in your country? Because anything “Made in China” is definitely tested on animals.

Lynne Pickles13 August 2015

Hi, I am considering buying Easilift eye lift tabs. Can’t find ant info about whether they are cruelty free or or. Can anybody help.

Brianna27 July 2015

http://elephant-room.org/crueltyfree-vs-vegan/

Please check out this website where they explain the difference between CRUELTY FREE, and VEGAN.
Just because a product is not tested on animals is no guarantee that there’s no animal products in it.

Andrea10 July 2015

I was just thinking about sk-ii because of a celebrity who modeled for the product. I wouldn’t have known about animal testing. Do you know if My beauty diary (mask) test on animals? I’m going to start a blog so this is good to know

Lily15 June 2015

This is great. My favorite mascara is by Dr. Hauschka. I especially like the aubergine, it’s really subtle. I know they carry it at Whole Foods.

Andrea13 March 2015

L’oreal (the parent company to Maybelline) actually stopped testing on animals in 1989. However, there are still some countries where it is the law that a product has to be tested on animals before it can be sold. L’oreal has been/is working with the authorities in these countries to come to an agreed upon alternative to testing on animals.

Serena13 March 2015

Great post! So glad that I don’t use any of the tested on animal products, but I will be checking out some of the cruelty free ones on your list.

Kat26 February 2015

Wow, please do some research before making posts like this one.
Brands like Tarte and Urban Decay even though *they* don’t test on animals, their parent companies do! So giving money to them is giving money to animal testing companies and not helping the cause at all.

Kira6 April 2015

On the other hand, doesn’t buying the cruelty free products tell the parent company that there is a demand for cruelty free products? If they’re looking at the numbers and all they see is that the “regular” products are selling better than the cruelty free products, they might be inclined to just drop the cruelty free products.

Meg17 February 2015

Thank you so much for this list! I had no idea how much of what I used was tested on animals. I tried SebaMed and WOW it is amazing. My skin is softer, cleaner, and just generally fresher than it was when I used Cetaphil. AND- by volume, it was the same price. Love it. Thanks!

Nancy J.17 February 2015

FYI, Check out Biokleen products!

Em8 December 2014

Great start to spreading the word about cruelty free products BUT I would love to see a list of products that do not have parent companies that test on animals.

An example is Burt’s Bees is owned by Clorox.

Alice25 June 2014

Ahhh, I always struggle with this. One thing is that I can’t get all the brands where I live, so I’m limited with what I can buy or order online. The other thing is my skin – I struggle finding things that work, whether it’s the right color or how it feels on my skin, so I do sometimes end up buying from brands that I shouldn’t.

The one thing that I can’t live without is mascara! I love 100% Pure mascaras, the black one doesn’t irritate my eyes and it smells really nice. But I’ve heard great reviews for all their products and they are 100% cruelty free.

-A

Kelsey11 June 2014

Awesome list Serena! Still shocks me to see how many test on animals that are in our everyday beauty toolkits! I made big changes to my routine last year and now use Sodashi (expensive but so amazing) and all of my body washes, lotions and masks etc are A’kin (love their stuff too). But then I turn the corner and find something I didn’t think about (like Kerastase! Eek!) and once again have to reasses. One day we will all get there little by little when people like you talk about it! xx

Serena Faber Nelson11 June 2014

Thanks Kelsey!
I’m totally the same – the constant changes by companies regarding their animal testing status can make it so hard!
My philosophy is whenever I run out of something I do a check of what I want to buy to replace it and make sure it’s cruelty free.
I love Sodashi! We’re so lucky to live in a time where there are so many cruelty free ranges around. I remember back when I was a teenager, to go cruelty free it often meant you were stuck with some weird hippie range that really didn’t work at all. But now – so many cruelty free choices! x

Sarah Ayoub11 June 2014

Wow! I am surprised by the amount of these products in high rotation in my own beauty routine. I got a bit panicky about seeing the Benetint there (I use posietint) but when you mentioned the Becca one comes in nine shades I breathed a sigh of relief. As soon as I run out of my stash I will be making some changes. Although…does it apply to all SK-II products, or just the mask?

Serena Faber Nelson11 June 2014

I’m the same, many of these cult beauty buys used to be staples in my beauty case!

Some of them used to have cruelty free status too, but sadly many companies have gone back on this in recent years. 🙁

I’ve not got great news from you re: SK II, they are currently listed as testing on animals. This article is a worrying read about how hard it is for shoppers to know what’s what in the world of cruelty free beauty: http://www.choice.com.au/media-and-news/media-releases/2013-media-releases/consumers-misled-on-animal-testing.aspx

Oh – and the Becca tint is the BOMB! I have a couple of shades that I adore xx