Axiology is a vegan, cruelty-free beauty brand famous for its 100% plastic-free "Balmies"—multi-use lip, cheek & eye crayons in compostable paper tubes. Formulas use 10 ingredients or fewer, like kokum butter and coconut oil. Packaging is made from recycled Bali paper waste.

bareMinerals pioneered clean mineral makeup in 1995 with its Original Loose Powder Foundation—still a bestseller today. Known for skin-friendly, talc/paraben-free formulas great for sensitive skin, plus BAREPRO Foundation and Complexion Rescue Tinted Moisturizer. Vegan, cruelty-free, PETA-certified.

Byoma is a UK skincare brand known for its Tri-Ceramide Complex, which repairs and strengthens the skin barrier. Affordable, fragrance-free, vegan, and cruelty-free, it blew up on TikTok with colorful packaging and gentle, science-backed formulas for sensitive skin.

Kitsch is best known for its satin pillowcases, hair ties, and scrunchies, as well as its viral heatless curling set. Founded in 2010, the brand built its reputation on TikTok-famous hair accessories and sustainably minded, recycled-material staples that make everyday routines feel a little more effortless.

Rayne Refillery is a mother-daughter brand offering hand-poured, sustainable home and beauty products. Leaping Bunny–certified and cruelty-free, they use plant-based ingredients, reuse packaging, and partner with the Good API to fund ocean plastic removal. Custom orders welcome.

Pioneering clean beauty since 2009, RMS Beauty crafts skin-loving makeup from raw, organic, and food-grade ingredients — free of parabens, phthalates, and sulfates. Cream-based, radiance-focused formulas in recyclable glass, refillable packaging, and cruelty-free from the start.

W3LL People is a clean beauty pioneer (since 2008). It is best known for its Expressionist Mascara. Founded by a dermatologist, makeup artist, and entrepreneur, it offers plant-powered, EWG-Verified cosmetics free of parabens and phthalates. Affordable, at Target. Acquired by e.l.f. Beauty in 2020.

Winky Lux is an NYC-based, whimsical beauty brand known for pH-changing color-shifting makeup like the Flower Balm lip gloss (with a real flower inside) and Lip Pill. Cruelty-free, playful, and Instagram-famous, it's dubbed the "Alice in Wonderland" of makeup.