Makeup Revolution is a new brand that stands for inclusivity and affordability. Although it's transparent with consumers about its take on cruelty-free and vegan cosmetics – does it cut corners to make it happen?
Makeup Revolution is cruelty-free. It doesn't conduct animal testing on its products, nor does it distribute its cosmetics where animal testing is required by law. While Makeup Revolution does offer a range of vegan cosmetics, it is not considered a vegan brand.
Makeup Revolution was founded by Adam Minto and Tom Allsworth in the UK. It launched in 2014 under the umbrella company, Revolution Beauty PLC.
Like all of Revolution Beauty's brands – Makeup Revolution is best known for high-profile influencer marketing and collaborative collections. It aims to be affordable and inclusive of all genders, ethnicities, ages, etc.
For this reason, Makeup Revolution has quickly become one of the fastest product innovators in the accessible beauty market.
“Makeup should not be elitist […] it shouldn’t be based on your ability or your willingness to pay more,” says founder Adam Minto.
But before deciding on what to buy, here's what you need to know about Makeup Revolution's current animal testing policies, vegan ranges, formulation, and sustainability.
Is Makeup Revolution Cruelty-Free and Vegan?
Makeup Revolution is 100% Cruelty-Free
It does not:
The Revolution Beauty House owns the following brands:
All brands under the Revolution Beauty umbrella are cruelty-free and PETA certified. While this is a great start, it may not be the most reliable accreditation, and we explain why under certification.
In the UK and EU, where Revolution Beauty is based, it is illegal to test and sell cosmetics on animals
But Revolution Beauty often outsources manufacturing to countries with lower production costs to keep its overheads lower. All of Makeup Revolution's products are manufactured in China.
Before getting concerned, this does not mean Makeup Revolution conducts animal testing on its product ingredients at all. We explain why here.
This brings us to the next point:
Makeup Revolution is Not Vegan
Although the brand is not entirely vegan, Makeup Revolution has an extensive vegan range and plans to have a completely vegan skincare range soon too.
According to its website, "76% of its product range is vegan and growing".
All its vegan products and ranges are marked on its website. You can see this information once you've selected the product of your choice.
If a product is vegan, you'll find the information underneath its picture.
Here are the two most common animal-derived ingredients that the brand uses:
If you're interested in vegan products or find vegan brand alternatives, keep reading or click on this link: Makeup Revolution vegan products.
Animal Testing Policy and History
Makeup Revolution has been cruelty-free since its conception in 2014. Although the brand makes all of its makeup in China, we will explain why this is not a problem below.
Cruelty-Free Status in 2021
Here is a screenshot of Makeup Revolution's official statement regarding its cruelty-free policies and vegan products, taken from its website:
It would be nice to see more certification from Makeup Revolution since it’s such a proudly cruelty-free brand. It is currently PETA-approved, which is not a bad start.
While you might know PETA very well – it surprisingly doesn't hold the strictest cruelty-free regulations out there. It seems to only require a brand's written consent that abides by the PETA code of conduct.
Certification from Leaping Bunny is ideal because it holds rigorous standards and does regular audits to ensure they are upheld.
Leaping Bunny certification proves that:
If you see a bunny stamp at the back of your product bottle – that's a really good sign. But don't be fooled by the image itself. A lot of brands are using fake logos to fool consumers.
Do your homework and see which products are genuinely cruelty-free first. This article will help you: Which Cruelty-Free Logos Can You Trust?
Is Makeup Revolution Sold Where Animal Testing is Required By Law?
Makeup Revolution does not distribute to China or any country that requires animal testing on cosmetics by law.
Please note that while Makeup Revolution is manufactured in China, it does not test on animals at all.
This law is purely enforced on international cosmetic products entering China and not on products being made within the country itself.
China has a shocking track record. It is the country with the most amount of animal testing globally, with over 20 million animals used per year.
However, if you live in China or are concerned about its cruel beauty policies, there are a couple of loopholes to be aware of. Here's how to find cruelty-free cosmetics in China: Are Cosmetics Made in China Cruelty-Free?
What Makeup Revolution Products Are Vegan?
Makeup Revolution has a great range of vegan products that continues to expand, and this doesn't include its range of synthetic brushes.
To save you some time, here are some of its best-selling vegan products to choose from:
For a full list of the brand's vegan products, you can find them listed here: Makeup Revolution Vegan Product List
Vegan Alternatives to Makeup Revolution
Overall, Makeup Revolution has a good track record and noteworthy transparency with its consumers. For a multi-million dollar brand – it's commendable.
While we love that it is cruelty-free and offers vegan options – it would be great to see some more certification behind the claims.
If you will not support a brand that isn't entirely vegan – Makeup Revolution might not be your first choice even though it's a very good option!
We would have to say that the two 100% vegan makeup brands in the same competitive price range are:
Is Makeup Revolution Natural and Organic?
Makeup Revolution is not considered a natural or organic brand, but it does use clean ingredients wherever possible.
A few naturally-derived Ilia uses to enhance its cosmetics include:
Clean vs. Natural Ingredients
The term "natural" is not regulated for cosmetics and skincare. In other words, it doesn't hold one specific meaning.
Usually, it means a product is free of certain more toxic synthetic ingredients, including parabens, phthalates, sulfates, and more. But people also interpret "natural" to mean ingredients of immediate plant origin.
"Natural" is not necessarily a good thing. Just because an ingredient is natural (take chili peppers, for example) doesn't mean you should rub it on your skin.
All products use a certain amount of synthetic ingredients in their formulas, and Makeup Revolution is no exception – but it can choose to use better or clean synthetics.
If a synthetic ingredient is "clean," it means it is safe and non-toxic for us. Its purpose is to preserve the stability of a beauty formulation.
Does Makeup Revolution Use Safe Ingredients?
Yes, Makeup Revolution does use safe ingredients that are good for your skin's health. It also avoids using allergens where possible.
According to Skin Safe, Makeup Revolution has a high 91% - 100% allergen-free ranking for each product.
Most of the brand's products are free of allergens like common preservatives, parabens, irritants, gluten, soy, nickel, fragrance, and propylene glycol.
Reading the ingredient list is crucial because Makeup Revolution is not hypoallergenic or non-comedogenic, and they do not claim to be.
The UK & EU Have Stricter Ingredient Regulations
As a conscientious shopper, you must read up on any brand's ingredient list before you make a purchase – especially if you live within the United States.
This is because the FDA has only banned or restricted 11 harmful chemicals from cosmetics. Europe, on the other hand, has banned 1,328!
Luckily, Makeup Revolution is based in the UK, which means it follows the same strict ingredient regulations as the EU.
Additionally, many of its products are free of allergens such as common preservatives, irritants, gluten, nickel, fragrance, parabens, soy, and propylene glycol.
With makeup, here are some other ingredients you really want to avoid:
Even though Makeup Revolution uses safer ingredients – it doesn't mean you shouldn't check a product's ingredients list. All ingredients are subject to change, so keep your eyes open.
Are Cruelty-Free Ingredients Safe?
If you're worried about how safe it is to use cosmetics that are not tested on animals – please relax and take a sigh of relief.
There is no reason why cruelty-free products shouldn't be just as safe, if not safer, than anything tested on an animal.
Not only is it easy to test ingredients without using animals altogether, but there are so many pre-approved ingredients you can use to make cosmetics that there is no need.
If you're interested, here's more on the subject: Are Cruelty-Free Cosmetics Safe?
Is Makeup Revolution Sustainable and Ethical?
Makeup Revolution has strong sustainability and ethical initiatives as it ties in with the Revolution Beauty PLC company values.
All of the cosmetic houses's brands follow initiatives that:
It's no secret that the world has a huge waste problem, and cosmetic brands are only making it worse by using unsustainable packaging and harmful ingredients.
Revolution Beauty house PLC wants to do something about this – especially since its brands are considered "fast fashion".
It has implemented the following initiatives that apply to Makeup Revolution too:
All in all, Makeup Revolution is a well-developed cosmetics brand considers many ethical factors. The fact that it is cruelty-free is a step towards a more sustainable future in cosmetics.
We appreciate that it has a transparent supply chain and is open to the public about its testing, purchasing, and distribution policies.
Since Makeup Revolution is not 100% vegan – it might not be the best choice for activists who go the extra mile.
It's worth noting that it has a select number of products with animal-derived ingredients and a sustainable brand ethos. Plus, it's also highly cost-effective.
Finally, it would also be nice to see further cruelty-free accreditation from other reputable organizations. So let's push to make that happen!