By: Caitlin Stiles
The world has been swept up in a certain kind of revolution: one of sustainability, natural ingredients, and eco-friendly practices. The beauty industry is no exception, and it’s high time. After decades of harmful chemicals and packaging to both our bodies and our planet, now is a good time to make changes.
Several new makeup companies have emerged in this era of “clean” practices, and are worthy of our support. Here are five clean, cruelty-free, and sustainable brands, all founded in the last five years!
saiehello.com
1. Saie Beauty
Founder Laney Crowell knew all too well that beauty and what’s good for the planet were often mutually exclusive. Her love of both nature and beauty made her determined to bring the two worlds together, and Saie Beauty was born in 2019. Every facet of this company is sustainable and all-natural – from packaging to ingredients.
Recommended Bestseller: Slip Tint Broad Spectrum SPF 35 Tinted Moisturizer, $32
lysbeauty.com
2. LYS Beauty
LYS stands for Love Yourself, and this is plain to see in what this black-owned brand, also launched in 2019, has to offer. Tisha Thompson wanted a brand that catered to all skin tones and types and did it in the cleanest way possible. Once again, no harmful chemicals or additives, and the packaging is FSC (Forest Stewardship Council) approved and made from Post-Consumer recycled materials. Bonus? It’s vegan!
Recommended Bestseller: Higher Standard Satin Matte Cream Blush, $16
vescabeauty.com
3. Vesca Beauty
Vesca was born in November of 2019 to owner Carolyn Chen, under the promise of an inclusive line dedicated to the best complexion. Think highlighters and bronzers for the ultimate glow; that’s what Vesca is all about. Cruelty-free, vegan, and made with high-quality ingredients, Vesca aims for transparency and honesty in the community.
Recommended Bestseller: Kissed By Soft-Matte Bronzing Powder, $30
tower28beauty.com
Amy Liu named her brand for the lifeguard tower in Santa Monica, California, on the edge of Venice Beach. As a sufferer of eczema, she wanted to create access to makeup for those with sensitive skin, just like hers. Tower 28 checks all the boxes: vegan, cruelty-free, hypo-allergenic, fragrance free, and much more, without ever losing the “fun in the sun” vibe.
Recommended Bestseller: SOS Daily Rescue Facial Spray, $28
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5. Freck Beauty
We do love a good attitude, and Remi Brixton has it in spades. Freck Beauty was created in 2017 because of Remi’s obsession with freckles, as well as defiance towards the norm. Freck Beauty is determined to celebrate all of our differences, and does it with clean, responsibly sourced ingredients. And it isn’t just about freckles: neon eyeliner? Cactus eye jelly? Freck Beauty has the bold statements covered.
Recommended Bestseller: Freck OG, $22
Taking care of our planet is all of our responsibility, and a great first step is to support companies that have gone above and beyond to do so. The beauty industry is making massive strides towards clean and eco-friendly practices. We can rock our smokey eyes without guilt. What’s your favorite clean makeup brand?
