In recent times, shopping consciously has become more of a consideration when purchasing products from beauty brands. Vegan, cruelty free, sustainably sourced and black-owned businesses are brand properties consumers often look for when it comes to buying. This movement is no doubt a HUGE step in the right direction as it shows how shoppers are becoming less naïve to the source of their products – we love to see it!

However, sometimes things can be a bit unclear. With so many beauty brands popping up on the scene, it can be tricky to find certain brands beneficial to buy from and support.

Luckily, here are 6 mostly vegan, cruelty free and black-owned beauty brands which are great options to go for. Next time you are in need of a re-stock, maybe give these brands a go…


An ‘approachable, inclusive, and fun take on beauty + wellness’ – madebySUNDAY provides skincare, makeup and wellness-based products. The brand aims to provide clean, conscious and accessible products which empower young people.

What we love:  

  • Their quality, humour and wit!
  • Uncomplicated, upfront and affordable products that perform
  • Proud to call themselves a sustainable clean brand
  • Owned by a woman of colour – founded on the principle to represent all genders, cultures and ethnicities

Vegan: 100%  Cruelty Free: 100%

Price Range: ££

Find here: madebySUNDAY


One of the largest independent hair care brands in the world with a product formula unlike any other. OLAPLEX provides hair products specially formulated to repair broken bonds and provide immediate results for all hair types.

What we love:

  • Non-toxic formulas without threatening the environment
  • Free of Parabens, Sulfates, Phthalates and Phosphates
  • Unique formula unlike any other hair brand = personal quality performance
  • Limits secondary packaging

Vegan: 100%  Cruelty Free: 100%

Price Range: £££

Find here: OLAPLEX

Barry M

An affordable, accessible and all-round beauty brand for your re-stock needs. Found in your local Superdrug or Boots, Barry M is a brand which provides inexpensive cosmetics whilst proudly being 100% vegan and cruelty free!

What we love:

  • Inexpensive and accessible to all
  • Range of beauty products ranging from mascaras, nail paints and lip scrubs
  • Work with The Vegan Society – charity which provides information and guidance on all aspects of veganism
  • Started and remained bold, innovative and standout with colour
  • Taken on recyclable measures and are on a journey to become even greener

Vegan: 100%  Cruelty Free: 100%

Price Range: £

Find here: Barry M

TRUE Skincare

Unique for their waterless formulation, TRUE Skincare is a certified organic, vegan, cruelty free and an all-natural skincare brand which is accessible for all – even students! TRUE aims to provide products whilst considering its environmental impact in production and at the consumers end.

What we love:

  • Waterless in formulation = Reduced water consumption
  • Giving Back – TRUE Skincare supports campaigns which aid in environmental protection such as, Fauna & Flora and Ecodrive LLC. The brand’s aim is to offset their carbon footprint and conserve species and wildlife habitats with every item purchased.
  • Range of skincare products which tackle different skin concerns – not based off a numerical age

Vegan: 100%  Cruelty Free: 100%

Price Range: ££

Find here: TRUE Skincare

Find out more about TRUE Skincare with our exclusive interview with Emma Thornton here: TRUE Skincare Founder & Dragons’ Den Contestant: Emma Thornton Interview

UOMA Beauty

A black-owned beauty brand which supplies makeup products and believes that beauty starts the moment you decide to be yourself. UOMA Beauty ‘exists to rewrite the rules of inclusivity and diversity to create a world of beauty that truly is for all of us.’ The brand aims to empower, be bold and encourage confidence with its consumers.

What we love:

  • Inclusive black-owned brand
  • Racially-diverse shade range for ALL
  • Unafraid to challenge outdated conventions
  • Specially formulated products to target different skin shade needs

Vegan: Partially  Cruelty Free: 100%

Price Range: £££

Find here: UOMA Beauty

Milk Makeup

A cosmetic brand which believes in GOOD ingredients – all that good stuff! Delivering skincare and makeup products, Milk Makeup has everything you need to keep yourself in check.

 What we love:

  • Community and culture has always been the brand’s inspiration
  • Working to use less plastic, offer more refills and use more recyclable materials
  • Always want to be a transparent brand – open to any queries
  • Petroleum free and vegetable oil-based inks used for packaging

Vegan: 100%  Cruelty Free: 100%

Price Range: ££ – £££

Find here: Milk Makeup

Shopping Consciously | Beauty BrandsConsider the Beauty Brands You Support

Now these are only a handful of beauty brands worthwhile to support. There are many other reputable brands which apply positive values, take action and of course, do their bit – as they SHOULD.

It is easy to walk into your local pharmacy or beauty retailer and pick up your go-to deodorant, moisturiser and hairspray. Although, it is about time we start to make a considerable effort in sourcing our products and finding out more about them.

Research is key – spend some time discovering the background of your beauty products or products you have thought about trying. And if you can make some more advantageous swaps, you are only doing good and contributing to a more optimistic future in the beauty space.

Beauty Brand Considerations

  • Who owns the brand? Black-owned? Independent? Large or small-scale?
  • What are the welfare conditions like for workers?
  • What measures have been put in place to be more sustainable and green?
  • Does the brand support movements such as BLM and the Animal Testing ban?
  • Does the brand support the LGBTQ community?
  • Does the brand support all religions and religious beliefs?
  • Are the models diverse and represent a realistic society of people?
  • What is the brand’s core values and beliefs?
  • Is the brand constantly improving by making changes?
  • Is the brand a part of any charities?
  • What ingredients are being used in their products? Natural? Non-toxic? Organic?