Put today's vegan makeup next to the shelf from five years ago — it is not the same category
The old comparison was simple: vegan makeup cost more, wore worse and came in three shades. That trade-off is gone. In 2026 the brands below match conventional lines on pigment, staying power and shade range — while skipping the animal-derived ingredients, the animal testing and, with the codes in this guide, the premium price. For San Francisco shoppers the timing matters: foggy mornings, steep-hill commutes and long days between office and ferry demand makeup that survives the weather, not just makeup that is kind.
Every code below comes from our verified coupon database — checked, live and paired with the brand page it belongs to.
Best overall pick
Pacifica — 100% Vegan Colour at Accessible Prices
Pacifica makes 100% vegan and cruelty-free skincare, makeup and fragrance at accessible prices with high-performance natural ingredients — the best all-rounder for a cruelty-free bag on a budget.
Hero product: the vegan foundation, mascara and colour range the brand is built around.
"Affordable, colourful and everything I have tried is properly vegan." — Reddit
e.l.f. Cosmetics — Certified Cruelty-Free and 100% Vegan
e.l.f. Cosmetics makes affordable, high-quality makeup and skincare accessible to everyone, certified cruelty-free and 100% vegan — proof that a full vegan routine does not need a luxury budget.
Hero product: the primers and eyeshadow palettes that anchor the range.
"Hard to beat at the price, and the whole range is cruelty-free." — Reddit
Kosas — Clean Colour That Improves Skin
Kosas is a clean colour cosmetics brand that uses skin-activating ingredients to improve skin health while providing beautiful makeup — foundation that earns its keep after the work day ends.
Hero product: the skin-improving foundations and concealers with skincare actives.
"Skin tints blend like a dream and do not clog my pores." — Reddit
Tower28 — Sensitive-Skin-Safe, Dermatologist Tested
Tower28 makes sensitive-skin-safe, clean beauty that is dermatologist tested, fragrance free and formulated with soothing ingredients — built for reactive skin under any city sun.
Hero product: the fragrance-free face mists and complexion products for reactive skin.
"Finally a brand that does not irritate my sensitive skin." — Reddit
RMS Beauty — Organic, Food-Grade Coverage
RMS Beauty by Rose-Marie Swift creates organic, food-grade makeup that nourishes skin while providing buildable, natural coverage — makeup for the no-makeup makeup philosophy.
Hero product: the buildable cream concealers and finishing balms in the line.
"Gives a natural finish that wears surprisingly well." — Reddit
Milk Makeup — Clean, Multi-Tasking Beauty
Milk Makeup is a clean, multi-tasking beauty brand that started with the iconic Cooling Waterstick and an ethos of self-expression — few items, each doing several jobs.
Hero product: the iconic Cooling Waterstick, the gel-like de-puffing stick the brand launched with.
"Easy to throw on between meetings and it stays put." — Reddit
Coupon Codes Table
| Code | Discount | Expiry |
|---|---|---|
| WELCOME10 | 10% OFF first order (Pacifica) | Rolling |
| WELCOME10 | 10% OFF first order (e.l.f.) | Rolling |
| KOSAS15 | 15% OFF new customers | Rolling |
| TOWER20 | 20% OFF first order | Rolling |
| RMS15 | 15% OFF first order | Rolling |
| MILK15 | 15% OFF first order | Rolling |
All codes above were verified live at the time of writing. Several are new-customer offers — use a fresh email where required.
How to Save More
- Take the welcome codes seriously: Pacifica and e.l.f. both run 10% off first orders via their sign-up pages — the cheapest way to test a new vegan brand is almost always the email box.
- Watch free-shipping thresholds: Kosas and Tower28 cover shipping with codes, so bundle your restock into one order instead of paying postage twice.
- Read shade reviews before committing: all six brands are vegan and cruelty-free by policy, but skin tones vary — check reviews for the specific shades you want.
- Time big hauls to seasonal sales: most of these labels mark down 20–30% a few times a year; stacking a sale price with a welcome code gives the deepest cut.
FAQ
Is vegan makeup the same as cruelty-free? No. Vegan means no animal-derived ingredients; cruelty-free means no animal testing. A brand can be one without the other — the six here are both, with e.l.f. and Pacifica certified on the cruelty-free side.
Do vegan formulas wear as long as conventional ones? Modern vegan makeup — especially the skin-first lines from Kosas and Tower28 — holds up on pigment and staying power. For foggy days, a setting mist or mattifying primer helps either way.
Can I build a vegan routine for under $20 a product? Yes. Pacifica and e.l.f. sit firmly in drugstore territory, and their codes bring the first order down further.
Do these brands ship to San Francisco? Yes — all six are US online DTC brands that ship nationwide. Check each brand page for current shipping terms and free-shipping codes.