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e.l.f: Meet one of the First Vegan Makeup Brands


Long hailed as the very first cruelty-free and vegan makeup brand, e.l.f. was the go-to for vegans for a number of years. In fact, they can’t be happy about all these other brands bringing out vegan ranges and stealing all their custom!

I have tried many, many e.l.f. eyeshadows over the years and, whilst some of them were good, plenty of them were not well pigmented. Hopefully I will have an updated review available soon! (I also absolutely swear by their baked highlighters and shadows.)

Is e.l.f Cruelty Free?

Yes, e.l.f. has been cruelty free for a long time, and they are now certified so by Peta and HSUS (the Humane Society of the United States). I feel obligated to remind you here that although they can be a good point of reference, particularly Peta have been certifying brands cruelty free that we know are not, such as Dove, lately.

Just to make sure, I popped them over an email and they confirmed for me that they are 100% committed to being cruelty-free and vegan, and that they do not sell in-stores in China.

Find out which other high-street brand has recently gone 100% vegan!

Do e.l.f. Have Vegan Products?

e.l.f. state on their website:

We do NOT test on animals or endorse such practices. Our products do not contain animal derived ingredients. Beeswax has been replaced by synthetic beeswax and lanolin has been replaced by Bis-Diglyceryl Polyacyladinpale-2. We currently support HSUS and are partners with PETA in the Caring Consumer Project.

I should note here that their essential range of brushes used to be made of horse hair, being the only non-vegan item they sold, but it was recently confirmed by Peta that they are now 100% vegan.

Are e.l.f. a Sustainable Brand?

As with much of the research I’ve been doing lately, e.l.f. don’t seem to be making many huge strides towards sustainability or eco-friendly practises. I’m not giving up hope, though – three or four years ago it was just as difficult to find vegan makeup (which is why I started this blog!) and now, it’s everywhere. We’re getting there, folks.

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