Long hailed as the very first cruelty free and vegan makeup brand, e.l.f. has been the go-to for vegans for a number of years. As well as being completely cruelty free and vegan, e.l.f. are incredibly affordable and now widely available in a number of stores in the UK.
e.l.f. cosmetics are available to buy in-store in Superdrug and Boots in the UK, as well as online on the e.l.f. website, Ulta and Feelunique.com. You can also often find them for discounted prices in TK Maxx and Homesense!
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, Peta have certified many brands cruelty free that we know are not, such as Dove, lately.
Just to make sure, I emailed e.l.f. directly to enquire about their cruelty free status. They responded to clarify their cruelty free position in relation to post-market animal testing in China:
“e.l.f. is committed to being 100% cruelty-free and vegan. e.l.f. is only sold online, and not in stores, within China”
This confirms that e.l.f. cosmetics are 100% cruelty free, because we know that post-market animal testing laws don’t apply to e-commerce in China.
Do e.l.f. Have Vegan Products?
Yes, all e.l.f. cosmetics, skincare and tools are completely vegan. 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 Beeswax has been replaced by synthetic beeswax and lanolin has been replaced by Bis-Diglyceryl Polyacyladinpale-2.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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