For years now make-up users have prioritized factors such as the price, longevity, and pigmentation of a product, but today a new factor is rising in popularity among the beauty world: compassion.

More people are now considering how their favorite products are being made, leading to a huge change toward cruelty-free options that represent not only beauty standards in the industry, but ethical values in consumers as well.

Cruelty free makeup, which means products that are not tested on animals, is becoming a new standard especially among Gen Z consumers.

This once more niche concern has now grown in popularity and become a standard in the beauty industry as a result of shifting values, new makeup brands and the power of social media.
“I used to just look at what was trending or what shade looked nice,” said Isabel Fraiser ’26, a self-described makeup enthusiast. “But once I learned more about what goes into these products, I started caring more about how they’re made and cruelty-free just makes sense for me.”

Cruelty free brands are now more accessible to find at most drug stores and retailers. Brands like e.l.f. Cosmetics, Fenty Beauty, Milani, Lush, Rare Beauty, Pacifica, and Tower 28 proudly label themselves cruelty-free.

Even taking a look at new names like Haus Labs by Lady Gaga and ILIA Beauty are not only cruelty-free but also focus on clean, skin- friendly formulas.

Despite the variety of cruelty free brands there are still significant names in the industry that have not made the switch. Companies like Maybelline, L’Oreal, NARS, and MAC continue to sell in countries where animal testing is still legally required.

Many brands of this nature claim to be working toward cruelty-free standards but have still not fully committed.

That separation between cruelty free brands and brands that are not has begun to matter more than ever, especially with the influence of platforms like TikTok, Instagram, and YouTube.

“Cruelty-free content is everywhere on my ForYouPage,” said Madelenna Dito ’26, who wears less makeup but still cares about the message. She continued, “A lot of creators talk about how cruelty-free products aren’t just better ethically, they are cleaner and better for your skin, too.”

Numerous beauty influencers and content creators play a huge role in the movement to help spread awareness, usually recommending brands that are vegan, non-toxic, and ethically sourced.

In addition, hashtags such as #crueltyfreemakeup grow in views every day, creating a lasting impact in the beauty industry.

Even professionals are noticing this apparent shift. “We have more and more clients looking for more on the cleaner side of makeup,” said Naz, a Sephora employee. “I see less brands converting their ingredients and rather new brands launching and starting off as cruelty-free. There are a lot of new brands coming in that are cruelty-free. For example, Haus Labs and ILIA are the new and popular ones.”

Brian Tuel, a science teacher at Archbishop Riordan, said, “This social trend really all comes down to the science of the products as well. Many cruelty-free brands also remove harsh chemicals and irritants. It’s better for the animals but also better for your skin in the long run.”

With more awareness on the topic, more options available, and more demand for cruelty free products, there is no longer a question for many on whether you should be using cruelty free products. The message is loud and clear for young consumers in that you don’t need to hurt animals to look and feel good.

No matter what you see your role as in terms of make-up, it is worth checking out the labels and learning where your products really come from. The smallest shift in what you buy can help shape a more compassionate beauty industry. That change starts within the consumer, and within the people that make up the beauty industry.