Cruelty-Free Makeup Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The cruelty-free makeup market size has grown strongly in recent years. It will grow from $6.35 billion in 2024 to $6.88 billion in 2025 at a compound annual growth rate (CAGR) of 8.4%. The growth in the historic period can be attributed to rising lactose intolerance awareness, health and wellness trends, dietary trends, functional properties, clean label movement.

The cruelty-free makeup market size is expected to see strong growth in the next few years. It will grow to $8.92 billion in 2029 at a compound annual growth rate (CAGR) of 6.7%. The growth in the forecast period can be attributed to expanding health-conscious consumer base, plant-based alternatives integration, global dietary shifts, diverse product applications, clean and sustainable sourcing. Major trends in the forecast period include globalization of food preferences, innovation in product formulations, innovations in dairy processing technologies, e-commerce and direct-to-consumer trends, focus on sustainable and ethical practices.

The growth of the cruelty-free makeup market is expected to be propelled by the rising consumer focus on sustainability and natural ingredients. Sustainability and natural ingredients in cruelty-free makeup represent a beauty product category that prioritizes ethical and environmentally conscious principles. The increasing consumer emphasis on sustainability and natural ingredients is driving the demand for cruelty-free makeup, as individuals seek beauty products aligned with ethical values, minimal environmental impact, and a preference for eco-conscious choices. For example, according to the CBI Ministry of Foreign Affairs, a Netherlands-based government organization, demand for natural ingredients in cosmetics in Europe increased from $1.12 million (€1.03 million) in 2021 to $1.38 million (€1.27 million) in 2022. Therefore, the rise in consumer focus on sustainability and natural ingredients is fueling the growth of the cruelty-free makeup market.

Major companies operating in the cruelty-free makeup market are aiming to expand their product lines and contribute a significant portion of their sales to conservation and rescue efforts for endangered animals. Expanding product lines in cruelty-free makeup refers to beauty companies and brands diversifying their product offerings to cater to a wider range of customer preferences and needs. For instance, in March 2023, Colorbar Cosmetics Private Limited, an India-based cosmetics company, launched its Co-Earth line. The Co-Earth line is dedicated to clean beauty and animal welfare, featuring products derived from nature that are cruelty-free, vegan, paraben-free, SLS-free, and sulfate-free.

In January 2024, Pamela Anderson, a US-based actress and model, acquired Sonsie Skin for an undisclosed amount. This acquisition aligns with her advocacy for natural beauty and self-acceptance, which has been evident through her public appearances without makeup at major events like Paris Fashion Week and the London Fashion Awards. Sonsie Skin is a US-based skincare brand known for its vegan and cruelty-free products, reflecting Anderson's commitment to promoting sustainable and ethical beauty practices. This move further cements her position as an advocate for self-love and authentic beauty, integrating her values with a brand that mirrors these principles.

Major companies operating in the cruelty-free makeup market report are Unilever PLC, L'Oréal S.A., Estée Lauder Companies Inc., Ulta Beauty Inc., bareMinerals, e.l.f. Beauty Inc., Tarte Inc., Kendo Holdings Inc., Juice Beauty, A.W. Faber-Castell Cosmetics GmbH, Axiology Beauty, theBalm Cosmetics, Milani Cosmetics, Pacifica Beauty LLC, Urban Decay Cosmetics LLC, Ere Perez Natural Cosmetics Pty Ltd., Gabriel Cosmetics Inc., Au Naturale Cosmetics, Catrice Cosmetics, blInc., Absolution Cosmetics, Clove + Hallow LLC, Lily Lolo, Elate Cosmetics, MO MI BEAUTY, Anastasia Beverly Hills, Hynt Beauty, Gressa Skin, Inika Organic, Emma Jean Cosmetics Inc.

North America was the largest region in the cruelty-free makeup market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the cruelty-free makeup market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the cruelty-free makeup market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The cruelty-free makeup market consists of sales of facial makeup, eye makeup, lip makeup, and nail makeup. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

Cruelty-free makeup refers to cosmetic products that have undergone development, testing, and manufacturing processes without subjecting animals to harm or unnecessary suffering. This term is commonly used to describe makeup items produced ethically, without animal testing.

The primary types of cruelty-free makeup products include facial makeup, eye makeup, lip makeup, and nail makeup. Cruelty-free facial makeup encompasses products that have been developed without animal testing, ensuring that both the final product and its ingredients have not been subjected to animal experimentation. These products are suitable for use by individuals of all genders and age groups and are available through various channels such as modern trade, specialty stores, salons, spas, departmental stores, convenience stores, and online platforms.

The cruelty-free makeup market research report is one of a series of new reports that provides cruelty-free makeup market statistics, including cruelty-free makeup industry global market size, regional shares, competitors with cruelty-free makeup market share, detailed cruelty-free makeup market segments, market trends, and opportunities, and any further data you may need to thrive in the cruelty-free makeup industry. This cruelty-free makeup market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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