What does 'vegan beauty' actually mean on a label?
Walk into any UK beauty aisle and the word 'vegan' is everywhere - on mascaras, serums, lipsticks and even the testers at the counter. But the label means less than you might think unless you read the small print. Vegan means no animal-derived ingredients (think beeswax, lanolin, carmine and collagen); cruelty-free means no animal testing. A brand can be one without being the other, so the useful question is: which brands deliver both, with formulas that actually perform?
The six brands below are the ones that keep surfacing in vegan and clean-beauty conversations in the UK. Each card covers what the brand is best known for, the hero product and what real users say - with verified discount codes at the end.
Best value pick
e.l.f. Cosmetics
e.l.f. Cosmetics makes affordable, high-quality makeup and skincare accessible to everyone, certified cruelty-free and 100% vegan. One of the few brands where 'vegan' applies to the entire catalogue, not a single line.
Hero products: the affordable makeup and skincare range - every product is 100% vegan and cruelty-free.
"e.l.f. is consistently cited in beauty threads as the go-to affordable brand that is fully vegan across the board." - Reddit
Youth To The People
Youth To The People creates vegan, cruelty-free skincare powered by superfood ingredients like kale, spinach and green tea, backed by science-driven formulas. The brand that makes 'eat your greens' apply to your face.
Hero product: the superfood-powered skincare range, led by its cult cleansers.
"Youth To The People's cleanser is one of the most recommended vegan products in skincare routine threads." - Reddit
Biossance
Biossance creates clean, science-backed skincare powered by squalane, a sustainable plant-derived moisturiser, for healthy, glowing skin. A strong pick if you want lab-grade results without animal-derived actives.
Hero product: the squalane-powered skincare line, centred on the plant-derived moisturiser the brand is built around.
"Biossance's squalane serum is a regular mention in clean-beauty routine threads on Reddit." - Reddit
Versed
Versed makes gentle, effective skincare at drugstore prices with clean ingredients and recyclable packaging for every skin type. The 'doesn't need to cost a fortune to be clean' argument, made well.
Hero product: the gentle, budget-friendly skincare range with recyclable packaging.
"Versed is frequently praised as one of the best-value clean skincare lines in affordability threads." - Reddit
RMS Beauty
RMS Beauty by Rose-Marie Swift creates organic, food-grade makeup that nourishes skin while providing buildable, natural coverage. For makeup that doubles as skincare and skips the questionable extras.
Hero product: the organic, food-grade makeup range with buildable, natural coverage.
"RMS's colour products are a cult mention in organic and food-grade makeup threads." - Reddit
Glossier
Glossier is a beauty brand built by and for the community, known for minimalist skincare and makeup that enhances natural beauty. The 'your skin but better' aesthetic, shipped direct.
Hero products: the minimalist skincare and makeup line, famous for its skin-first approach.
"Glossier fans describe the aesthetic as 'skin first, makeup second' in nearly every review thread." - Reddit
Coupon Codes Table
| Brand | Code | Discount | Expiry |
|---|---|---|---|
| e.l.f. Cosmetics | WELCOME10 | 10% off first order | 2026-10-01 |
| Youth To The People | yttp_email | 15% off first order | 2026-10-04 |
| Biossance | SUMMER30 | 30% off select essentials | 2026-10-01 |
| Versed | VERSED20 | 20% off first order | 2026-12-31 |
| RMS Beauty | RMS15 | 15% off first order | 2026-10-01 |
| Glossier | GLOSSIER10 | 10% off first order | 2026-12-31 |
How to Save More
1. Use the welcome code on your first order. Every brand here offers a first-order discount for new customers - e.l.f.'s WELCOME10, Biossance's seasonal codes and RMS15 all beat paying full price.
2. Shop the sale rail first, then stack. Biossance regularly runs seasonal sales on select essentials, and their new-customer codes can be combined with sale pricing for the deepest cuts.
3. Buy sets and bundles instead of singles. Youth To The People's value sets and gift bundles save more per item than one-off purchases - and free samples often come with larger orders.
4. Split your first order across two brands. Many of these codes are one-time use per customer. Try e.l.f. for staples and a premium brand for one hero product, so each welcome code works its full magic.
FAQ
What is the difference between vegan and cruelty-free beauty? Vegan means no animal-derived ingredients in the formula; cruelty-free means the product was not tested on animals. A brand can be either without being both - check for both labels, as e.l.f. and Youth To The People carry both.
Which of these brands are fully vegan? e.l.f. is certified cruelty-free and 100% vegan across its range, and Youth To The People's skincare is vegan and cruelty-free. The other brands here are clean and plant-based focused - check individual product labels for specific claims.
Is vegan beauty more expensive? Not any more. Versed sits at high-street prices and e.l.f. is one of the most affordable makeup brands on the market, while premium brands like Biossance justify the price with clinical-grade formulas.
Do these brands ship to the UK? All six sell direct through their own websites with UK delivery. Check each brand page for current shipping costs and thresholds before checkout.