It’s impossible to enter any pharmacy, supermarket or makeup shop without coming across a Maybelline booth. Maybelline is one of the most popular makeup brands in the world, and with that comes a lot of responsibility – but is Maybelline doing everything it can to be an environmentally friendly or ethical brand?
Does Maybelline test on animals? Is this world-famous makeup brand truly cruelty-free?
Here, we’ve got all the answers to your questions.
Does Maybelline test on animals?
Shopping for cruelty-free makeup is no longer as difficult as it once was, but unfortunately, many global brands are yet to take a firm stance against animal testing – and Maybelline is one of them.
According to Maybelline, owned by parent brand L’Oréal:
L’Oréal no longer tests any of its products or any of its ingredients on animals, anywhere in the world nor does L’Oréal delegate this task to others. An exception could only be made if regulatory authorities demanded it for safety or regulatory purposes.
You can read Maybelline’s full statement here.
So, although Maybelline doesn’t conduct routine animal testing, it cannot be considered cruelty-free while exceptions are still being made. Until Maybelline pledges not to test on animals under any circumstances – and agrees never to allow third parties to test its products on animals – it doesn’t get the cruelty-free stamp of approval.
One such circumstance where Maybelline may permit animal testing is when selling products to consumers in China. Until 2021, it was a legal requirement for makeup brands to conduct pre-market animal testing on their products before they could be sold in China.
Although these laws have since changed for the better, China is yet to ban cosmetic animal testing altogether. As a result, third parties in China may be allowed to test Maybelline products on animals.
So, in summary – Maybelline may not test on animals, but it cannot be deemed a cruelty-free brand.
Is Maybelline vegan?
No, Maybelline is not a vegan makeup brand.
As Maybelline hasn’t pledged to become completely cruelty-free, it cannot be considered a vegan-friendly company. Many of its products also contain animal-derived ingredients and byproducts.
However, Maybelline’s ‘Vegan Formula Makeup’ range may cause some confusion. Despite the use of the term ‘vegan’, it’s worth noting that only the formulas meet this definition. The products have not been accredited by a vegan or cruelty-free organisation, so there’s a chance that they may have been tested on animals.
Is L’Oréal cruelty-free?
L’Oréal, the parent brand of Maybelline, is not considered to be a cruelty-free company.
To be deemed cruelty-free by PETA, a “company must agree that it does not and will not conduct, commission pay for, or allow tests on animals for any of their ingredients, formulations, and products, anywhere in the world”.
Despite not testing on animals since 1989, and since taking positive steps to become a more ethical, animal-friendly brand, L’Oréal does not yet meet these criteria. This is because L’Oréal products can be subject to animal testing in countries or circumstances where it’s a legal requirement.
However, according to its website, L’Oréal is committed to beauty without animal testing. The brand has even pioneered synthetic human skin – one of the most innovative alternatives to animal testing so far.
Hopefully, L’Oréal will soon demonstrate its dedication to animal ethics by making a no-testing pledge. Watch this space!
Cruelty-free and vegan makeup brands
Understandably, you may be disappointed that Maybelline isn’t yet 100% cruelty-free or vegan. However, many fantastic brands are! Thanks to these, you can still fill your makeup bag with high-quality foundation, highlighter, mascara, eyeliner, lipstick and much more without contributing to animal exploitation.
We’ve done our research into cruelty-free and vegan makeup brands and these are five of the most popular in 2022. Happy shopping!
KVD Vegan Beauty
KVD Vegan Beauty, launched by passionate tattoo artist Kat Von D, is a 100% vegan and cruelty-free makeup line helping people across the world express themselves with creativity. If you’re inspired by bright, bold and beautiful makeup, you’ll love the gorgeous range of products available at KVD Vegan Beauty.
We particularly love the Planet Fanatic Eyeshadow Palette with its selection of stunning, earthy tones and fully recyclable packaging.
PYT Beauty
Vegan, cruelty-free and sustainable, PYT Beauty is a triple threat! Each of its products is made with recycled plastic and free from planet-harming nasties, such as parabens, petroleum and silicone. It’s no wonder PYT Beauty describes its makeup range as “clean” – this environmentally and socially responsible brand ticks all the boxes!
Looking for a new lipstick? PYT Beauty’s Sorry, Not Sorry lipstick, manufactured with 18% recycled plastic, is a must-have.
BITE Beauty
BITE Beauty may be a Canadian makeup company, but many of its products are now available to purchase at Boots. Specialising in lip products, including lipsticks, balms and tints, BITE Beauty is vegan, cruelty-free and inclusive. You won’t find nasties like sulfates, phthalates or GMOs in BITE Beauty products, but natural ingredients such as agave nectar, olive oil and oat flour.
The Yaysayer Plumping Lip Gloss in shade Sugar Drizzle is a particularly gorgeous product packed full of naturally lip-enhancing ingredients such as cinnamon oil.
Rare Beauty
Selena Gomez fans may already be shopping at Rare Beauty – and you should be, too! This conscious makeup brand is all about creating products that make people and the planet feel good, without a single animal-derived ingredient in sight. You’ll also find makeup for every skin tone, as Rare Beauty aims to be a completely inclusive company with something for everyone.
If it’s time to replace your mascara, the Perfect Strokes Universal Volumizing Mascara from Rare Beauty could be your next top pick.
Milk Makeup
Never mind the name – Milk Makeup products don’t contain a drop of dairy! This vegan makeup brand was inspired by a creative hub in New York City and is all about empowering people to embrace self-expression. From nourishing skin creams to vibrant lip tints, Milk Makeup offers a beautiful selection of products to help you feel your best.
Perfect for those sleepy mornings, the Cooling Water Refreshing Under Eye Gel Stick from Milk Makeup is a beauty essential.
Creating a clean, compassionate and conscious beauty regime has never been easier! At Vegomm, we’ve even put together a selection of guides to help you out. From the best vegan shaving cream to our go-to vegan hair dyes, you’ll find everything you need to veganise your personal care routine right here.