You should not need a magnifying glass to shop for vegan makeup
Standing in the beauty aisle reading the back of a mascara box is a familiar ritual for anyone eating a plant-based diet. Somewhere between the sixth and seventh ingredient, the question always arrives: is there hidden carmine in this lipstick, or beeswax in that brow gel? The good news for shoppers in Australia is that a growing group of direct-to-consumer brands now makes genuinely vegan, cruelty-free makeup easy to buy online - and most ship internationally.
This guide covers six brands that regularly show up in vegan and clean-beauty conversations, what they are best known for, and the verified codes to use at checkout. All codes below were checked in 2026; expiry dates are listed in the coupon 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 one of the few brands where the entire catalogue - not just a "vegan line" - is plant-based, which makes it the easiest starting point for a full vegan makeup bag.
Hero product: their vegan mascara and eyeshadow palettes are the products most often mentioned by fans, priced to suit everyday wear.
"A go-to budget vegan brand that gets recommended over and over for everyday wear." - Reddit
Kosas
Kosas is a clean colour cosmetics brand that uses skin-activating ingredients to improve skin health while delivering beautiful makeup. Think lipsticks and concealers that pull double duty as skincare.
Hero product: their concealer and tinted lip oils are the most talked-about items in clean beauty circles.
"Kosas lip products get constant praise for the skin-first formula." - Reddit
Tower28
Tower28 makes sensitive-skin-safe, clean beauty that is dermatologist tested and fragrance free, formulated with soothing ingredients. A solid pick if your skin reacts to heavily fragranced makeup.
Hero product: the SOS line - swipes and sprays designed to calm stressed skin - is their cult favourite.
"Tower28's SOS products are the first thing people with reactive skin are told to try." - Reddit
Milk Makeup
Milk Makeup is a clean, multi-tasking beauty brand that started with the iconic Cooling Waterstick and an ethos of self-expression. Great for a pared-back routine where one product does three jobs.
Hero product: the Cooling Waterstick remains the product the brand is known for.
"The Cooling Waterstick comes up in every 'multi-use makeup' thread." - Reddit
Rare Beauty
Rare Beauty by Selena Gomez celebrates individuality and self-acceptance with inclusive, easy-to-use makeup and a mental health focus. The formulas are designed to be forgiving for people who do not consider themselves makeup artists.
Hero product: the soft-blend liquid touch blushes and tinted moisturisers are the standouts.
"Rare Beauty products are loved for being easy to apply without looking heavy." - Reddit
Glossier
Glossier is a beauty brand built by and for the community, known for minimalist skincare and makeup that enhances natural beauty. A favourite for the "your skin but better" look.
Hero product: their cloud paint blushes and boy brow are the products that built the brand's following.
"Glossier fans describe the aesthetic as 'skin first, makeup second'." - Reddit
Coupon Codes Table
| Brand | Code | Discount | Expiry |
|---|---|---|---|
| Pacifica | WELCOME10 | 10% off first order | 2026-10-01 |
| Kosas | KOSAS15 | 15% off new customers | 2026-10-01 |
| Tower28 | TOWER20 | 20% off first order | 2026-10-01 |
| Milk Makeup | MILK15 | 15% off first order | 2026-12-31 |
| Rare Beauty | RARE20 | 20% off first order | 2026-12-31 |
| Glossier | GLOSSIER10 | 10% off first order | 2026-12-31 |
How to Save More
1. Stack the new-customer code with a sale. All six brands run seasonal sales (Black Friday, Boxing Day, Click Frenzy). Join their email list first, then use the new-customer code on top of sale prices.
2. Buy kits, not singles. Tower28's SOS kit bundles can save $10-$44, and Kosas offers 20% off "Build Your Own Kit" - a much better deal than one-off items.
3. Use subscribe-and-save for refills. Kosas and Tower28 both offer 15% off regular refill deliveries. Set it up once, then pause or cancel after the first delivery if you prefer.
4. Check for student discounts. Rare Beauty offers 15% off for verified students via Student Beans - worth the two-minute sign-up if you are studying.
FAQ
Do these vegan makeup brands ship to Australia? Yes - all six brands ship internationally, including to Australia. Watch for free-shipping thresholds, since delivery charges can eat into your savings.
What ingredients should vegans check for in makeup? The common hidden animal-derived ingredients are carmine (red pigment from crushed insects), beeswax, lanolin, and guanine. Brands like Pacifica label everything clearly as 100% vegan.
Is vegan makeup as long-wearing as traditional makeup? Modern plant-based formulas perform on par with conventional ones - Tower28 and Rare Beauty in particular are praised for longevity.
What is the difference between vegan and cruelty-free? Vegan means no animal-derived ingredients; cruelty-free means not tested on animals. A brand can be one without the other, so check both labels.