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Is your mascara tested on animals? Here is how to know for sure
In Australia, animal testing for cosmetics has been banned since 2019 - but a ban on local testing does not stop some international brands from testing elsewhere. That is why "cruelty-free" has become one of the most checked labels in beauty, and why knowing which brands actually commit to it matters.
This guide covers six cruelty-free makeup brands that ship to Australia and span every price point, from budget-friendly Pacifica to premium Fenty Beauty. None of them test on animals, and all of them are clean-formula focused. Verified codes for 2026 are in the table.
Best overall pick
Pacifica
Pacifica makes 100% vegan and cruelty-free skincare, makeup and fragrance at accessible prices with high-performance natural ingredients. It is the rare brand that is both explicitly vegan and explicitly cruelty-free across the entire catalogue - and it will not empty your wallet.
Hero product: vegan mascara, eyeshadow palettes and skincare basics.
"Pacifica is the affordable cruelty-free option that keeps coming up in clean beauty threads." - Reddit
Kosas
Kosas is a clean colour cosmetics brand that uses skin-activating ingredients to improve skin health while providing beautiful makeup. Cruelty-free as standard, with a formula-first approach that treats makeup as skincare.
Hero product: the concealer and tinted lip oils, consistently at the top of clean beauty lists.
"Kosas lip products get constant praise for the skin-first formula." - Reddit
Tower28
Tower28 makes sensitive-skin-safe, clean beauty that is dermatologist tested, fragrance free, and formulated with soothing ingredients. A cruelty-free brand designed for reactive skin - no fragrance, no harsh actives, no compromise on colour.
Hero product: the SOS line and their lip jellies.
"Tower28's SOS products are the first thing people with reactive skin are told to try." - Reddit
Saie
Saie makes clean, high-performance makeup and skincare with reusable packaging and sustainable practices at its core. If you want cruelty-free products that also come in genuinely low-waste packaging, Saie is the brand to watch.
Hero product: the skin tint and liquid blushes, with refillable glass options.
"Saie's refillable packaging gets flagged as one of the few genuinely low-waste makeup options." - Reddit
Rare Beauty
Rare Beauty by Selena Gomez celebrates individuality and self-acceptance with inclusive, easy-to-use makeup and mental health initiatives. The products are designed to be forgiving and fast, which suits anyone who wants cruelty-free makeup without a 12-step routine.
Hero product: the liquid touch blush and tinted moisturisers.
"Rare Beauty products are loved for being easy to apply without looking heavy." - Reddit
Fenty Beauty
Fenty Beauty by Rihanna revolutionised inclusive beauty with 50 foundation shades and bold, standout makeup for everyone. The shade range remains the industry benchmark - and the whole line is cruelty-free.
Hero product: the Pro Filt'r foundation and match stix, famous for the 50-shade range.
"Fenty's shade range is the standard against which inclusivity is measured." - Reddit
Coupon Codes Table
| Brand | Code | Discount | Expiry |
|---|---|---|---|
| Pacifica | WELCOME10 | 10% off first order | 2026-10-01 |
| Kosas | KOSAS10 | 10% off first order | 2026-10-01 |
| Tower28 | TOWER20 | 20% off first order | 2026-10-01 |
| Saie | FREESHIP | Free shipping | 2026-10-01 |
| Rare Beauty | RARE20 | 20% off first order | 2026-12-31 |
| Fenty Beauty | FENTY15 | 15% off first order | 2026-12-31 |
How to Save More
1. Use the first-order code on a big shop. Rare Beauty's 20% and Tower28's 20% codes are the deepest discounts these brands run. Consolidate your order so the code covers everything at once.
2. Buy kits and gift sets. Tower28's SOS kit bundles save $10-$44 versus buying items separately, and Kosas offers 20% off build-your-own kits.
3. Subscribe to refills. Kosas and Tower28 both offer 15% off subscribe-and-save refill deliveries - useful for staples you repurchase anyway.
4. Stack with retailer sales. Several of these brands also sell through international beauty retailers. When a retailer runs a site-wide sale, compare prices before buying direct.
FAQ
How do I know a brand is actually cruelty-free? Look for explicit "not tested on animals" statements and third-party certification such as Leaping Bunny or PETA's Beauty Without Bunnies lists. Beware brands that only claim compliance with local laws.
What is the difference between vegan and cruelty-free? Cruelty-free means no animal testing; vegan means no animal-derived ingredients. A cruelty-free brand can still use beeswax or carmine, so check both labels if it matters to you.
Do cruelty-free formulas perform as well? Yes - modern clean pigments and binders match conventional formulas. Tower28, Rare Beauty and Fenty in particular are praised for staying power.
Do these brands ship to Australia? Yes - all six ship internationally, including to Australia. Watch free-shipping thresholds, as they vary by brand.