The cruelty-free makeup brands actual makeup artists use when no one's paying them to

I spent years in finance watching people say one thing in meetings and do something entirely different behind closed doors.

So when I started my vegan journey at 35, I became deeply skeptical of marketing claims. Cruelty-free? Vegan? Clean? These words get thrown around like confetti at a parade, often meaning very little.

That skepticism led me down a rabbit hole: What do professional makeup artists actually use when they're not being paid to promote something? When they're doing their own makeup at home, or working on passion projects, or recommending products to their closest friends?

I reached out to working makeup artists, scrolled through countless Reddit threads, and paid attention to what showed up in honest interviews. The answers surprised me, and I think they'll resonate with you too.

1. Kosas: The clean beauty brand that actually performs

Kosas came up again and again in my research, and not because of flashy marketing. Makeup artists love it because the formulas work.

The Revealer Concealer has become something of a cult favorite for its skin-like finish that doesn't crease or cake. The Cloud Set powder sets makeup without that dreaded flat, matte look.

What strikes me about Kosas is their transparency. They're certified cruelty-free by Leaping Bunny and clearly list their ingredients. For those of us who've learned to read between the lines of corporate speak, this straightforwardness feels refreshing.

Have you ever noticed how the brands that perform best often talk the least about how great they are?

2. Ilia Beauty: Where skincare meets makeup

Ilia occupies an interesting space. Their Super Serum Skin Tint has become a go-to for artists who want to give clients that effortless, glowing look without heavy coverage. It's the kind of product that makes skin look like skin, just better.

I appreciate that Ilia doesn't try to be everything to everyone. They focus on hybrid products that blur the line between skincare and makeup. Their True Skin Serum Concealer and Multi-Stick get mentioned frequently by artists who value versatility.

When you're working on set or building a personal kit, products that multitask aren't just convenient. They're essential.

3. Rituel de Fille: For the artists who love artistry

This smaller brand doesn't have the name recognition of some others on this list, but it has a devoted following among makeup artists who prioritize pigment and creativity.

Their cream-based formulas, from the Enchanted Lip Sheer to the Color Nectar Pigment Balms, offer buildable color that works across eyes, lips, and cheeks.

Rituel de Fille reminds me why I fell in love with ethical consumption in the first place. It's not about deprivation or settling for less. It's about discovering brands that pour genuine care into their craft. Sometimes the best things aren't the loudest.

4. Westman Atelier: The luxury option that delivers

Created by celebrity makeup artist Gucci Westman, this brand sits at a higher price point, but artists consistently mention it as worth the investment. The Vital Skin Foundation Stick and Face Trace Contour Stick show up in professional kits because they blend seamlessly and photograph beautifully.

I'll be honest: the price tag gave me pause initially. But I've learned that sometimes paying more for fewer, better products aligns more closely with my values than constantly replacing cheaper items that don't perform.

What's your relationship with the cost of ethical choices? It's something I think about often.

5. Tower 28: Sensitive skin's best friend

Tower 28 built their entire brand around being safe for sensitive and reactive skin. Their ShineOn Lip Jelly and Bronzino Bronzer have earned devoted fans among artists who work with clients dealing with rosacea, eczema, or acne-prone skin.

What I find compelling about Tower 28 is their commitment to the National Eczema Association seal of approval on many products. In a world where "gentle" and "sensitive" often mean nothing, they've sought third-party verification. That kind of accountability matters.

6. RMS Beauty: The original clean beauty pioneer

Rose-Marie Swift launched RMS Beauty back in 2009, long before clean beauty became a marketing buzzword. Her "Un" Cover-Up Concealer remains a staple in professional kits for its creamy, light-reflecting formula. The Living Luminizer has achieved legendary status for creating that lit-from-within glow.

There's something to be said for brands that were doing the work before it was trendy. RMS didn't pivot to cruelty-free when it became profitable. They started there and stayed there. In my experience, that kind of consistency usually indicates genuine values rather than calculated positioning.

Final thoughts

When I left finance, I promised myself I'd stop accepting surface-level answers. I wanted to know what was real.

This list represents that same curiosity applied to something as seemingly simple as makeup. These brands earned their place not through sponsored posts or influencer deals, but through formulas that work and ethics that hold up under scrutiny.

The next time you're standing in front of a beauty counter or scrolling through an online shop, ask yourself: Would someone use this if no one was watching? Would they recommend it to a friend with nothing to gain?

Those questions have guided me toward choices I feel good about, in makeup and in life. Maybe they'll do the same for you.