My Guide to Cruelty-Free Brands



A brand that is truly cruelty-free…

  • Does not test on animals

  • Does not work with suppliers who test raw materials or ingredients on animals

  • Does not have any third-party test on animals on their behalf

  • Does not sell in countries where animal testing is mandatory

Sooo if someone sells their products in mainland China, they can’t be cruelty-free. It’s actually required by law to test products on animals there!!

I don’t want to get into the details of what animal testing involves, but this list of FAQs from the Humane Society is a good resource if you’re interested.


Honestly, it’s a lot of work to find out if a brand is truly cruelty-free. Luckily, other people can do that work for you!!

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1) Cruelty-Free Kitty is a super cool website that makes it easy to support brands that don’t test on animals. They release frequent lists of cruelty-free brands based on their extensive research. They look for brands that are certified by Leaping Bunny, PETA, or Choose Cruelty-Free — the 3 major cruelty-free organizations — but they don’t leave it at that. They actually contact brands directly to confirm their cruelty-free practices. They were the kids in college who actually did the entire reading assignment before class, and those are EXACTLY the type of people I want to trust with this research!!

They even have guides for specific stores on their website. If you’re going to Sephora, for example, they will break down all the cruelty-free brands at that store for easy access. How nice is that?!

2) My next SWAG BAG is going to be entirely cruelty-free. I won’t give away what’s in it (that’s part of the fun!!!) but I filled it with some of my favorite brands that I know you’ll love. Unfortunately, some of the most ethical brands exist quietly next to the big names, so I can’t wait to give them a spotlight!

Supporting ethical brands is so important to me, and I know it is to many of you! I wanted to do the work for you and share those brands while making your life easier. 😎 That’s what Swag Bag is all about…giving you the celeb treatment while helping you save money and get the absolute BEST.


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Here’s a list of cruelty-free brands I am personally OBSESSED with. I’ve tried to include my favorite products from them too!!

Charlotte Tilbury Light Wonder Foundation

Charlotte Tilbury Light Wonder Foundation

Charlotte Tilbury - You all know I love my Charlotte T!!! If I had to pick my top 3 CT products, I’d go with the Magic Cream Moisturizer, Light Wonder foundation, and the Magic Away Liquid Concealer. Who says high-end brands can’t be ethical????

Chuda - An all-time fave skincare brand. All of their products are heavy-duty…developed by a neurosurgeon!! Yet they still did not have to use animal testing for any of them, and that is just marvelous. Love their Healing Hyrdating Cream, and their SPF Lotion! 🚨 Discount code: JamieMakeup25

Colourpop - Cruelty-free AND affordable!!!! I did a collab with them a while back and I’m a big fan. Especially loving their Super Shock Highlighters right now!!

Drunk Elephant - 100% clean and fragrance free on top of being cruelty-free. V trendy right now, and for good reason!!

Flora + Bast - CBD and THC infused skincare!!! Obsessed with their Age Adapting Facial Serum. If you got it in the April Swag Bag, did you love?

Grande Cosmetics - When it comes to eye makeup, Grande is the way to go. All of their products not only look great but help your lashes grow or your skin feel hydrated. ❤️ 🚨 Discount code: JM10

PYT Beauty Strike Twice Lip Duo

PYT Beauty Strike Twice Lip Duo

Honest Beauty - Can I get a what what for my gal Jessica Alba?? Honest is clean, cruelty-free and affordable. Big fan of their dual primer/mascara and their Invisible Blurring Loose Powder.

Hourglass - Lip treatment oil from Hourglass is to dieeee for. Also love this mascara.

Jouer - Can we say tres chic?! The Jouer Essential Matte & Shimmer Eyeshadow palette was in the first Swag Bag (love) and I will add that my dear Kaley Cuoco is a bigggg fan of this line. 🚨 Discount code: JAMIE

Juice Beauty - Not only is it all organic and scientifically based, but their products were designed with aging skin in mind. Love their Phyto-Pigments Liquid Lips. 🚨 Discount code: JAMIEMAKEUP

Patchology - Where do I even begin with their FlashPatch Rejuvenating Eye Gels. I’m obsessed and my clients like depend on them to look fresh and fab.

PYT Beauty - Loooove. This brand is no BS(no bad stuff)! Super into the Strike Twice Lip Duo (gloss and lipstick).

Skyn Iceland Hydro Cool Firming Eye Gels

Skyn Iceland Hydro Cool Firming Eye Gels

Skyn Iceland - Natural skincare at its best. I love love love eye masks and their Hydro Cool Firming Eye Gels are some of the best.

Sigma Beauty - Brushes galore!!! Good quality brushes just make makeup easier, and you deserve that boo. Sigma is also pretty affordable considering how bomb they are.

Smashbox - I’m sure you’ve heard of Smashbox and I love that you can trust them. V popular and all-around great quality.

Tarte - I am so into their concealer!! Many people know that Tarte is cruelty-free but had to include them anyway. They’re so good.

Thrive Causemetics - One of the best!!! More than just being cruelty-free, Thrive gives back with every purchase. Their makeup is qual 👏 i 👏 ty 👏 and I particularly adore their Liquid Lash Extensions Mascara, Cosmo Power Multi-dimensional Strobing Blush, Ruth Glossy Lip Hyrdating Serum (I developed it with them and named it after my mama), and Buildable Blure CC Cream Broad Spectrum SPF 35.

Too Faced - You know what’s better than sex? Being cruelty-free. Also the Too Faced Better Than Sex mascara.

Too Faced Better Than Sex Mascara

Too Faced Better Than Sex Mascara

Tower 28 - This brand new brand focuses on people with sensitive skin, although anyone can use it. Love love love their SOS Healing Spray and SuperDew Highlighting balm. 🚨 Discount code: JAMIET28

Urban Decay - some of the best eye palettes out there!!! Such a popular brand and I love that they’re cruelty- free too. Making it cool to be conscious. 😎

Wander Beauty - Wander Beauty is all about efficient beauty. Obsessed with their Baggage Claim Eye Masks and their Glow Ahead Face Oil. 🚨 Discount code: WBJAMIE

100% Pure - Appropriately named ‘cause they’re 100% natural! Most of their products are pigmented using fruit, including their best selling BB Cream that gives a natural dewy finish. You can apply using your cruelty free Beautyblender too :) The BB Cream is great for a no-makeup makeup look. If you’re following my IG stories, you’ve heard me rave about it. If you’re not following my IG stories, WHAT ARE YOU DOING?!

If you still have questions about cruelty-free brands and products, please email me at!! I know how important this topic is for so many people, and I hope that our support of cruelty-free brands will encourage more and more to move in that direction.