e.l.f. Cosmetics Australia is the Australian and New Zealand arm of e.l.f. Cosmetics, offering accessible beauty products to customers in both markets. Its cruelty-free range includes makeup and skincare, with online releases such as Soft Glam Cream Blush and Power Grip Rose Setting Spray.
Cruelty Free
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Kokie CosmeticsFounded in 2015, Kokie Cosmetics makes full-line makeup and skin-care products aimed at bringing high-end-style formulations to an accessible price point. The brand’s inclusive approach is backed by more than 30 years of collective beauty-industry formulation experience, with products globally manufactured and performance-tested. Kokie is cruelty-free and certified by both PETA and Leaping Bunny.BELTSVILLE, MD
Winky LuxFounded in 2015 by longtime friends Natalie Mackey and Nate Newman, Winky Lux set out to make beauty feel less self-serious and more joyful. The New York City brand creates playful makeup and skincare for everyday rituals, with a focus on cruelty-free, plastic-neutral formulas and transparent ingredient standards.
Smashbox CosmeticsBorn in Los Angeles photo studios, Smashbox Cosmetics makes makeup designed to hold up on camera and in everyday life. The brand is especially associated with its Photo Finish primer and studio-tested complexion products, and it describes itself as cruelty-free, testing products on human volunteers rather than animals. Smashbox says its cosmetics are available in 40 countries.NEW YORK, NY
ROBI ROSEFounded by CEO and makeup artist Olimpia Fernandez, ROBI ROSE makes beauty products centered on self-love and women’s empowerment, including its Set N’ Go lipstick line. Fernandez built the brand from her home office after researching and testing formulas herself, and the company directs a portion of every purchase toward helping empower a child’s future. Its lip products are also presented as gluten-free, vegan, cruelty-free, and paraben-free.LINDENHURST, NY