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The cosmetics industry has quite rightly endured a great deal of criticism in recent years for its reliance on animal testing, use of chemicals, and water waste.
That's why there is now a growing move towards eco-friendly makeup: cosmetic products that are produced, packaged, and distributed with minimal environmental impact. They utilize sustainable ingredients, cruelty-free practices, and recyclable or biodegradable packaging.
When I was asked to investigate the best eco-friendly makeup brands in the US, I knew it was time to call on my better half once more.
Now, Mrs. Miller is a natural beauty who doesn't need the help of makeup (am I a total suckup or what?), but she still knows a thing or two about the industry.
Together, we've compiled the definitive list of affordable, sustainable beauty brands that will make you feel as good as you look.
They Say: We know everyday life can get hectic enough—your morning routine shouldn’t be. Meet your everyday, 4-in-1 multitasker: serum, moisturizer, sheer foundation, and SPF 50 sunscreen. Add this one-and-done, non-comedogenic product to your daily routine, so you can wear less and benefit more.
We Say: Daybird Tinted Skincare is a multitasker liquid foundation product that provides everything your skin needs to look good and stay protected.
With four flexible and inclusive tinted shades plus clinically proven active ingredients, you can naturally cover and blur what you want while improving your skin’s health.
It has all the benefits of being vegan, cruelty-free (Leaping Bunny certified), clean, and non-comedogenic (meaning it won’t block your pores), coupled with the power of three active ingredients:
We found Daybird products give you a natural look while protecting your skin from the sun (thanks to the zinc oxide) and treading lightly on nature.
Mrs. M Says: I LOVE Daybird!
When creating the brand, Whitney and Veena aimed to defy traditional notions of “beauty” and “perfection.”
They felt overwhelmed by how many products they had to use just to make their skin look presentable (in the eyes of society!), so they wanted a product that could do more without an overly complicated morning routine. With this vision in mind, Daybird was born!
Their vision 100% resonates with me, and I adore their anti-beauty approach to beauty.
James has already discussed the eco and skin-nourishing benefits…and that’s great!
But, for me, Daybird is mainly about simplicity.
On days when I’m running late (or simply can’t be bothered with the hassle of multiple products and brushes), I know I can reach for my Daybird and look my best throughout the day with pretty much zero effort…a total lifesaver of a product!
They Say: 100% PURE™ isn’t just our name. Or just our ingredient list. 100% PURE™ is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is so important. We strive to live with compassion, kindness, and empathy; to be environmentally sustainable, and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.
We Say: With a name like 100% Pure, I expected all their products to be…well…100% pure!
I wasn't disappointed. 100% Pure is an eco-friendly makeup brand with nothing to hide. They even publish a full ingredient glossary so you can search exactly what's in your product of choice. This is a nice move and something I would like to see other zero waste makeup brands adopt as well.
From what I see, they don’t use any chemicals or mineral-based compounds (except Mica for shimmer in some products).
The good news doesn’t stop at the ingredients. 100% Pure also gives back with every order (I love that you can choose between either planting a tree or feeding a shelter dog). And the 100% Pure head office is powered by 100% renewable energy.
Mrs. M Says: I’m not usually one to follow trends or get caught up in hype. But when I heard that the Coffee Bean Caffeine Eye Cream from 100% Pure had sold over 1,000,000 units, I had to give it a go.
Well, that and the fact that my black circles needed some work, thanks to James’ snoring!
It turns out that the hype is very much deserved.
It’s made in the U.S., natural (complete list of ingredients available on the website), cruelty-free, gluten-free…and it works incredibly well! I noticed visible improvements in my undereye puffiness within a couple of days of use.
I keep my tube in the fridge rather than in my makeup bag, as this boosts the cream's ability to fight puffy under eyes.
Free domestic shipping is available on orders over $50.
They Say: Authenticity, transparency, trust. These are the foundations that we use to build our community. From our packaging and ingredients to our office culture, every facet is directly influenced by the spirit of inclusion and fairness that we have strived to create and maintain for our customers and our team at Elate.
We Say: Elate Cosmetics and EarthHero are a wonderful combination.
Their range of sustainable beauty products is 75% organic (they’re working hard on the other 25%) and 100% vegan. It's also paraben-free, and the packaging is made from recycled materials.
They also sell thoughtfully produced zero-waste makeup products, such as bamboo makeup brushes with Taklon bristles (a replacement for animal fur).
Mrs. M Says: Elate Cosmetics has been my foundation and makeup brush combo of choice for several years.
Their Organic Pressed Powder Foundation is a dream - so easy to apply (using their Bamboo Multi-Use Makeup Brush), so you don't need to be a makeup artist to look great. It’s been very effective for me at hiding morning redness and smoothing out my skin tone.
Talking of which, this foundation comes in a super cute and SUPER sustainable bamboo compact. Once you’ve run out, you can order a refill. Saving resources and a few dollars along the way.
Free shipping is available on U.S. orders over $60.
They Say: Plant potions for your bod garden. Fat and the Moon, at its core, is about healing. We believe self-care is based in community care, and that potions are more powerful when in right relationship with people and planet. Our coven concocts head-to-toe plant potions for all bods, genders, and backgrounds. Herbal essentials for everyday magic.
We Say: Fat and the Moon is not strictly a makeup brand. The reason they made the list of brands we recommend is because Mrs. M is a passionate advocate of their All Cream.
Founder Rachel Budde has built her sustainable cosmetics brand around providing handcrafted, herbal body care products to those who seek effective natural alternatives to mass-produced and chemical-laden products.
At its core, Fat and the Moon is about healing. Their products are handcrafted to order to minimize waste.
Mrs. M Says: I had to fight to get Fat and the Moon included in this article, and I make no apologies for that.
Sure, they don't make makeup. But, they do make beauty products, including the best all-purpose cream I’ve ever used.
The All Cream Face and Body Lotion is one of my absolute beauty essentials. I use it from head to toe. It moisturizes perfectly without leaving me feeling greasy.
Bringing it back to makeup. This cream prepares my face perfectly for applying foundation and then makeup.
The 6-oz option is much better value than the 2-oz option. Particularly if you end up using this cream every day like me.
Free shipping is available on U.S. orders over $60.
They Say: Our products are always handcrafted from scratch, hardly mineral-based because we use certified organic healing plants as pigments and coloring, therefore, expect a slightly different makeup application but look forward to a better skin condition, and a general well being of your face and body.
We Say: Crissy, the natural makeup genius behind Dab Herb, makes all her products by hand using USDA Certified organic ingredients where applicable.
Every order is shipped from San Gabriel, CA, and will be delivered carbon emission neutral.
Every product is shipped in plastic-free mailers, and the product containers themselves are made reusable and recyclable.
Mrs. M Says: I LOVE Crissy’s Etsy vegan makeup store. She produces top-quality handmade natural makeup products using only the finest food-grade, plant-based ingredients.
Due to the food-grade and handmade nature of these products, you might need to change your application methods slightly. However, a small amount of practice is all it takes and you'll soon be applying zero-waste mascara like a pro.
For example, when I tested the excellent Organic Aloe Mascara Bar, it took three or four applications to get the technique mastered. I was initially applying too much and making a huge mess - but a little makeup remover saved the day!
With the help of my wife and eldest daughter, I personally tested and researched every brand on this list to find makeup that is both safe for your skin and kind to the planet.
Each brand was evaluated against the following evidence-based criteria to make sure our recommendations are genuinely sustainable and non-toxic.
Every brand featured here met strict environmental and health standards while maintaining high-quality performance for everyday use.
All products were purchased online using the links provided above. No brand is permitted to pay for inclusion or position in our roundup lists.
Sustainability can often be a generic term that commercial brands use to mislead consumers into thinking they’re buying beauty and makeup products that won't harm the environment.
The truth can be very different. But some serious digging and research are often needed to see past the greenwashing misdirection tricks.
I’ve put the hours in on your behalf. Every beauty brand/product covered in this article exhibits a commitment to sustainability and ethical practices.
Some of the things I looked out for when testing ethical makeup brands for this article include:
One of the simplest ways to verify genuine clean beauty brands is to check for trusted third-party certifications.
These certifications help consumers identify makeup brands that meet verified standards for ingredient safety, animal welfare, and environmental responsibility.
What it means: Leaping Bunny is the gold standard for cruelty-free cosmetics. It confirms that neither the finished product nor its ingredients were tested on animals at any stage. Brands must set a fixed cut-off date for testing and agree to independent audits.
Why it matters: It’s the most reliable global assurance that a makeup brand is genuinely cruelty-free.
Official site: Leaping Bunny Program
What it means: PETA’s cruelty-free program lists companies that have pledged not to test on animals. Unlike Leaping Bunny, it relies on self-certification and does not require independent audits.
Why it matters: It’s an easy way for consumers to check if a brand has made a cruelty-free commitment, though it’s less rigorous than Leaping Bunny.
Official site: PETA Cruelty-Free List
What it means: The COSMOS Standard defines global requirements for natural and organic cosmetics. It limits synthetic ingredients, regulates processing methods, and encourages environmentally responsible packaging.
Why it matters: It helps you identify clean beauty products that contain a high percentage of natural or organic ingredients.
Official site: COSMOS Standard
What it means: ECOCERT is an independent certification body that verifies natural and organic cosmetics according to strict environmental and ingredient standards. It’s one of the founding members of COSMOS.
Why it matters: An ECOCERT label confirms that the product has been independently reviewed for ingredient sourcing, safety, and environmental impact.
Official site: ECOCERT Cosmetics
What it means: NATRUE certifies natural and organic cosmetics that meet transparent standards for ingredient sourcing and environmental protection.
Why it matters: It helps consumers avoid misleading “green” claims by ensuring that “natural” and “organic” labels meet strict, verifiable definitions.
Official site: NATRUE Label
What it means: Products certified under the USDA Organic program contain ingredients grown and processed according to the U.S. Department of Agriculture’s organic regulations, with no synthetic pesticides, fertilizers, or GMOs.
Why it matters: In cosmetics, this certification verifies that agricultural ingredients (like plant oils or extracts) meet the same organic standards used for food.
Official site: USDA Organic INTEGRITY Database
What it means: The EWG Verified™ mark is awarded to products that meet the Environmental Working Group’s strict ingredient transparency and health standards. It bans substances linked to cancer, reproductive harm, and environmental toxicity.
Why it matters: It helps consumers quickly identify makeup products that avoid harmful chemicals and fully disclose their ingredient lists.
Official site: EWG Verified
Choosing sustainable makeup products with one or more of these green certifications is a great way to avoid the nasty ingredients found in some common cosmetics.
Some makeup ingredients to avoid include:
Buying makeup that contains only clean ingredients means you'll avoid these harsh chemicals. But does it matter where you buy it from? Are drugstore brands the same as high-end organic beauty products?
Drugstore and luxury eco-friendly makeup meet the same U.S. safety standards, but they deliver different experiences.
To help you decide which fits your lifestyle, the table below compares them side by side on cost, ingredients, sustainability, and overall value. It shows where they overlap, where they differ, and how to choose the best option for your needs.
| Factor | Drugstore Eco-Friendly Brands | Luxury Eco-Friendly Brands | What This Means for You |
|---|---|---|---|
| Price and value | Usually priced between $5 and $20 per item. A full clean routine can cost under $75. | Usually priced between $30 and $80 per item. A full routine can exceed $250. | Both follow the same safety laws. The higher price usually reflects packaging, marketing, and texture, not extra safety. |
| Safety standards | Must follow FDA cosmetic safety rules, the same as luxury brands. | Must follow the same FDA rules, with no special approvals. | Safety depends on ingredient quality and testing, not brand cost. |
| Ingredients | Many use short ingredient lists and avoid parabens and phthalates. Examples include e.l.f. and COVERGIRL Clean Fresh. | Often use similar “no” lists and add plant oils or certified-organic ingredients. Examples include 100% Pure and Kjaer Weis. | Both categories offer clean formulas. Drugstore versions are simpler, while luxury ones focus on texture and added skincare ingredients. |
| Animal testing | Several are Leaping Bunny or PETA-certified; others are not. | Majority hold verified cruelty-free certification. | Look for an independent logo such as Leaping Bunny. Brand claims alone do not confirm certification. |
| Sustainability efforts | Focus on lightweight packaging and store recycling programs such as Nordstrom BeautyCycle or PACT Collective. | Organic ingredients. Refillable containers and glass or metal packaging, often with carbon offset programs. | Both can be sustainable if products are reused or recycled properly, but premium brands often have a lower impact. |
| Packaging impact | Lightweight tubes or compacts reduce transport emissions but create waste. | Glass jars and metal cases are a refillable, zero-waste option | Choose products with refill options or drop used containers at a recycling partner. |
| Shade range and texture | Usually offer fewer shades and simpler finishes. | Tend to offer more shades and smoother, higher-pigment formulas. | Performance differences relate to texture and pigment, not safety. Try samples when possible. |
| Availability | Easy to find at Target, Walgreens, CVS, Ulta, and Amazon. | Available online, direct from brands. | Drugstore products are more accessible and affordable. Luxury options may need to be ordered from specialty retailers. |
| Best for | Shoppers who want affordable, cruelty-free products and easy replacements. | Shoppers who value refill systems, premium textures, or certified-organic ingredients. | Both are valid, eco-friendly choices. The best option depends on budget, preferences, and usage habits. |
Drugstore options make clean beauty more affordable and accessible for everyday use. Luxury brands offer refined textures and refill systems that appeal to consumers who want long-term sustainability.
The best choice depends on your budget, your values, and how committed you are to reusing or recycling what you buy.
Green cosmetics are becoming increasingly popular as more eco-conscious consumers look to shop at sustainable brands.
According to Research and Markets, “The global vegan cosmetics market size is projected to reach USD 20.8 billion by 2025”.
I love it when consumers vote with their wallets. It’s a surefire way to make companies sit up and take notice.
Mica is a naturally occurring mineral dust. It’s often used in makeup foundations.
MAC is not a brand I tested or researched as I wanted to stick to smaller brands and products (The Estée Lauder Companies own MAC). Some larger brands do offer individual products that may be made from more sustainable ingredients, but the brands as a whole often fall short when it comes to the sustainability of their manufacturing, products, and packaging.
From what I can see, MAC does have some clean makeup - as well as plenty that is not. I will dig deeper if/when I update this article with larger brands.
Mrs. M is a fan of Juice Beauty, and it came very close to making the cut. You can explore the full Juice Beauty range here.
As the quality of the cruelty-free makeup industry improves, more and more consumers are making the switch. This can only be a good thing for the health of your skin and the natural world.
I hope the recommendations in this article help you find your new favorite zero waste, plastic-free makeup brands to try.
Before I draw this article to a close, I’d like to leave you with a final few tips:
Where do you buy your sustainable makeup? Have I missed your favorite cruelty-free products made from natural ingredients?
Do you agree with Mrs. M’s recommendations, or do you have different favorite beauty products from the brands mentioned in this article? Do you have any sustainable beauty routine tips to share? Drop me a line and let me know.
Our core values mean we always prioritize sustainability over profit. We carefully evaluate and personally test every product to ensure they meet our high standards. All products recommended in this article were tested in accordance with our Review Methodology.
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