Cruelty Free + Vegan | Affordable Natural Makeup

Promotional banner for holiday specials with a limited time offer.

Shop Cruelty Free Makeup

True Beauty without compromise. Because you care about what goes on your skin and so do we. That's why we craft cruelty-free makeup with clean ingredients in shades that work for you, not against you. Real beauty that aligns with your values, because you deserve the best makeup that not only looks good, but feels good.

Be True... Be You...

Find Your Perfect Shade

Explore by Makeup Category

Build a complete routine with high-performance formulas and pro-level tools across every category. Shop foundations for flawless coverage, cruelty-free eyeshadows for bold color, clean lipsticks for lasting wear, and essential brushes for seamless application.

View All

Face Makeup

26 products

Eye Makeup

32 products

Makeup Brushes & Tools

22 products

Lip Makeup

18 products

Best-selling Makeup

Top-rated singles and complexion favorites. On Sale Now!

Buy 2 Get 1 Free

Dusty Horizon Hypoallergenic Eyeshadow Single

$19.99 USD

Sale up to 20% Top Rated

True Cover Foundation

$24.00 USD ~~$30.00 USD~~

+17

Buy 2 Get 1 Free

Single Pan Blush - Snapdragon Glow

$24.99 USD

Sale 21%

Tinted Moisturizer - Ivory Clay

$26.99 USD ~~$33.99 USD~~

Makeup for Every Skin Tone

We are Leaping Bunny certified and cruelty-free beauty brand. Explore our vegan makeup collections featuring foundations, lipsticks, eyeshadows, and more. All formulated with clean ingredients for every skin tone.

On-The-Go Makeup Trio

Discover our iconic trio for the modern woman. Effortless, lightweight, and designed for real life. Everything you need for a quick touch-up, wherever you are.

Sale up to 24%