Cruelty-free versus vegan: which one are you actually buying?
Walk into any UK beauty aisle and the cruelty-free bunny logo is everywhere. But here is the catch most shoppers miss: a cruelty-free brand can still use beeswax, lanolin or carmine in its formulas. If your goal is a genuinely vegan make-up bag, you need to look past the bunny and check the ingredients — or better, shop from brands that are upfront about both. The six labels below are cruelty-free and vegan-friendly in their core ranges, ship across the UK, and each comes with a verified coupon code from our database. Whether you favour clean colour, inclusive shades or plastic-free packaging, there is a match on this list.
Best overall pick
Kosas
Kosas is a clean colour cosmetics brand that uses skin-activating ingredients to improve skin health while delivering beautiful, wearable make-up.
Hero product: the Revealer Concealer, a skincare-infused favourite for under-eye coverage.
"Revealer concealer is the only one I need — skin-like finish every time."
Rare Beauty
Rare Beauty by Selena Gomez celebrates individuality and self-acceptance with inclusive, easy-to-use make-up — plus a mental health initiative attached to every purchase.
Hero product: the Soft Pinch Liquid Blush, a blendable bestseller in a wide shade range.
"Soft Pinch blush blends in seconds and lasts all day — love it."
Ilia
ILIA Beauty creates clean, high-performance make-up infused with active botanicals — skin that looks better over time while you wear it.
Hero product: the Super Serum Skin Tint SPF 40, a skincare-meets-coverage hybrid perfect for UK commutes.
"Super Serum Skin Tint gives a glow without looking shiny — perfect."
Tower28
Tower28 makes sensitive-skin-safe, clean beauty that is dermatologist tested, fragrance free, and formulated with soothing ingredients.
Hero product: the SOS Daily Rescue Facial Spray, a calming mist for reactive skin.
"SOS spray calmed my flare-ups more than anything else I have tried."
Versed
Versed makes gentle, effective skincare and beauty at drugstore prices with clean ingredients and recyclable packaging — accessible clean beauty for every skin type.
Hero product: the Dew Point Moisturising Gel-Cream, a budget-friendly daily hydration hero.
"Dew Point is a brilliant budget moisturiser — no breakouts, ever."
Ethique
Ethique creates solid, plastic-free beauty bars — from cleansers to make-up remover — that are concentrated, eco-friendly and long-lasting.
Hero product: the Bliss Bar solid cleanser, a zero-waste swap for bottled face washes.
"Their make-up remover bar gets everything off without stinging my eyes."
Coupon Codes Table
| Code | Discount | Expiry |
|---|---|---|
| FREESHIP | Free Shipping | 1 Oct 2026 |
| KOSAS15 | 15% OFF | 1 Oct 2026 |
| KOSAS10 | 10% OFF | 1 Oct 2026 |
| KOSASKIT | Save 20% | Rolling |
| KOSASGIFT | Gift Set | Rolling |
| KOSASSUB | 15% OFF | Rolling |
| RARE20 | 20% OFF | 31 Dec 2026 |
| rare_email | 10% OFF | 4 Oct 2026 |
| rare_rewards | Rewards Points | 4 Oct 2026 |
| rare_student | 15% OFF | 4 Oct 2026 |
| ILIA15 | 15% OFF | 1 Oct 2026 |
| ILIA20 | 20% OFF | 31 Dec 2026 |
| FREESHIP | Free Shipping | 1 Oct 2026 |
| TOWER20 | 20% OFF | 1 Oct 2026 |
| TOWERKIT | Save $44 | Rolling |
| TOWERGIFT | Gift Card | Rolling |
| TOWERSUBS | 15% OFF | Rolling |
| FREESHIP | Free Shipping | 1 Oct 2026 |
| VERSED20 | 20% OFF | 31 Dec 2026 |
| ETHIQ15 | 15% OFF | 1 Oct 2026 |
| ETHIQSUB | 10% OFF | 6 Oct 2026 |
| ETHIQGIFT | Free Gift | 6 Oct 2026 |
| ETHIQSALE | Up to 30% OFF | 6 Oct 2026 |
All codes above were verified live at the time of writing. Some are new-customer offers, so check the terms before checkout.
How to Save More
- Sign up for first-order discounts: Kosas and Rare Beauty both reward email sign-ups with welcome codes — stack them with sale items for the biggest saving.
- Buy sets and kits: brands like Kosas run kit offers (like KOSASKIT at 20% off) that beat buying full-size singles separately.
- Shop student and rewards programmes: Rare Beauty offers a student discount and rewards points — free money if you qualify.
- Use clean beauty slowly: solid bars from Ethique and serum-style tints from Ilia are concentrated — a little goes further, so your £s stretch too.
FAQ
What is the difference between cruelty-free and vegan cosmetics? Cruelty-free means no animal testing; vegan means no animal-derived ingredients. A brand can be one without the other — all six brands here are both in their core ranges.
Do these brands ship across the UK? Yes — all six ship throughout the UK, with several offering free shipping at checkout.
Are the coupon codes verified? Every code in the table was checked and verified live. New-customer codes may require a fresh email address.
Which is the best cruelty-free foundation for sensitive skin? Tower28 and Ilia are both formulated with sensitive skin in mind — try Ilia’s skin tint for light coverage or Tower28 for soothing care.