7 Cruelty Free Eyeshadow Primers for a Flawless Look

You invest in beautiful, high-quality eyeshadows because you love the way the colors look and feel. So, it’s disappointing when those rich pigments don’t translate on your skin or fade away after just a few hours. The best way to protect your investment and ensure your shadows perform their best is with a primer. Think of it as insurance for your eye makeup. A cruelty free eyeshadow primer creates the ideal surface for pigments to adhere to, intensifying their color and locking them in place all day. It’s the one product that guarantees you get the most out of your entire eye makeup collection, and this guide will help you find your perfect match.

Key Takeaways

• An Ethical Base is Key for Flawless Looks: Using an eyeshadow primer is essential for achieving vibrant, crease-free color that lasts. To ensure your choice is compassionate, look for official certifications like Leaping Bunny, which verify a brand's commitment to no animal testing.
• Match Your Primer to Your Skin's Needs: The best primer for you depends on your skin type. Select a mattifying formula to control oil, a hydrating one to smooth over dryness, or a gentle, fragrance-free option for sensitive skin to create the perfect canvas.
• Master the Application for Best Results: For a professional finish, pat a thin, even layer of primer onto clean eyelids and let it set for about a minute. This simple step ensures your eyeshadow glides on smoothly, blends effortlessly, and stays locked in place for hours.

What is a Cruelty-Free Eyeshadow Primer?

Before we explore the best primers for a flawless look, let’s talk about what “cruelty-free” really means. It’s a term you see everywhere, but the details matter. An eyeshadow primer is your secret weapon for vibrant, long-lasting color, and choosing a cruelty-free option means you can create your favorite looks with a clear conscience. Understanding these labels helps you make informed choices that align with your values without ever sacrificing quality or luxury.

What does "cruelty-free" actually mean?

Simply put, cruelty-free cosmetics are products that have not been tested on animals at any stage of their development. This promise covers more than just the finished tube of primer. It means that none of the individual ingredients have been tested on animals, either. Reputable cruelty-free brands verify this commitment throughout their entire supply chain, ensuring that third-party laboratories and ingredient suppliers also adhere to strict no-animal-testing policies. When you choose a genuinely cruelty-free product, you’re supporting a brand that is dedicated to ethical practices from start to finish.

Cruelty-free vs. vegan: what's the difference?

It’s easy to confuse "cruelty-free" and "vegan," but they aren’t the same thing. Here’s the simple breakdown: cruelty-free means a product wasn't tested on animals, while vegan means it contains no animal-derived ingredients. Many people assume the labels are interchangeable, but a product can be one without being the other. For example, a cruelty-free lip balm might contain ethically sourced beeswax, making it not vegan. On the other hand, a product could be vegan but made by a company that tests other products on animals. Knowing the vegan vs cruelty-free difference is key to building a makeup collection that truly reflects your personal ethics.

How to spot genuinely cruelty-free products (Leaping Bunny, PETA, and more)

With so many claims out there, how can you be sure a brand is truly cruelty-free? The most reliable way is to look for official certification logos on the packaging or website. Organizations like the Leaping Bunny Program and PETA’s Beauty Without Bunnies do the vetting for you. The Leaping Bunny Program is often considered the gold standard, as it requires companies to prove that no new animal testing was used in any phase of product development. At Nude Envie, we are proud to offer a full line of luxurious, cruelty-free eye makeup so you can create stunning looks with products you trust.

Why You Need an Eyeshadow Primer

Have you ever spent time carefully applying your eyeshadow, only to see it fade or settle into creases by midday? It’s a common frustration, but the fix is surprisingly simple: an eyeshadow primer. Think of it as the essential first step you might be missing. Just like you’d prime a wall before painting, an eye primer creates the perfect base for your makeup. It’s a lightweight product you apply to your lids before any color, and it makes a world of difference in how your eye makeup looks and wears.

Using a primer is the secret to making your favorite shadows look their absolute best. It addresses the most common eyeshadow issues, from lackluster color to poor staying power. By creating a smooth, uniform surface, it ensures your eyeshadow glides on evenly and the pigments appear more vibrant. It also gives the powder something to hold onto, which is key for preventing smudging and creasing throughout the day. Whether you’re going for a simple daytime look or dramatic evening eye makeup, a primer is the non-negotiable step for a flawless, long-lasting finish. It’s a small addition to your routine that delivers major results.

Get richer color from your eyeshadow

One of the biggest benefits of an eyeshadow primer is its ability to make colors pop. A primer creates a smooth, neutral canvas on your eyelids, which helps the true pigment of your eyeshadow shine through. Without it, the natural tones and textures of your skin can alter how a shadow appears, often making it look duller than it does in the pan. By evening out your skin tone, a primer ensures that the color you see is the color you get. This is especially important for soft, neutral shades that can otherwise get lost on the lid. Your subtle nudes will look more defined and your deeper tones will appear richer and more intense.

Make your look last all day (without creasing)

If you struggle with eyeshadow creasing or fading, a primer is your new best friend. It works by creating a barrier that absorbs excess oil from your lids, which is often the main culprit behind makeup meltdowns. This barrier also gives your eyeshadow a slightly tacky surface to adhere to, locking it in place for hours. You can go from your morning coffee to evening plans without worrying about your shadow settling into fine lines or disappearing altogether. This staying power is essential for anyone who needs their makeup to last through a long day or a special event. When you build your own collection of beautiful shadows, you want to know they’ll perform.

Create a smooth canvas for easy blending

A great eyeshadow look often comes down to seamless blending, and a primer makes that process so much easier. It smooths over the natural texture of your eyelids, filling in any tiny lines to create a perfectly even surface. When your canvas is this smooth, eyeshadows glide on like silk and blend together effortlessly. You’ll avoid patchiness and be able to diffuse harsh edges for a soft, professional-looking finish. This is a game-changer whether you’re a beginner or a seasoned pro. If you ever want personalized tips on creating a seamless look, a virtual beauty consultation can help you master the technique, starting with the perfect base.

What to Look For in a Cruelty-Free Primer

Once you know what to look for, finding the perfect cruelty-free primer is simple. It’s not just about finding a product that makes your eyeshadow pop; it’s about choosing a formula that aligns with your values and cares for your skin. The right primer creates a flawless base for any look, from a subtle wash of color to a dramatic smokey eye. Think of it as the essential first step that sets your entire look up for success, ensuring your artistry stays put from your morning coffee to your evening plans. Let’s break down what makes a

Look for these powerhouse ingredients

The best primers are packed with ingredients that actually care for your skin. Since the skin on your eyelids is so delicate, you want a formula that nourishes it. Look for primers infused with skin-loving extras like herbal extracts and essential vitamins. Ingredients like vitamins A, C, and E not only help create a smooth base but also provide antioxidant benefits that protect and condition your skin throughout the day. A primer that doubles as skincare is always a win in my book, as it enhances the health of your skin while perfecting your eye makeup. It’s about finding a product that works hard for you in more ways than one.

Red flags: Ingredients to avoid

Just as important as what’s in your primer is what’s not in it. To stick with a clean and guilt-free routine, keep an eye out for common additives that can cause irritation or simply don’t belong on your skin. Many beauty lovers choose to avoid parabens, gluten, and talc. These ingredients can sometimes lead to sensitivity, and steering clear of them is an easy way to ensure your makeup routine is as gentle as it is beautiful. Reading the label is a simple step that makes a huge difference, helping you find a primer that feels as good as it looks and truly supports a clean beauty philosophy.

Find your perfect formula: cream, gel, liquid, or powder

Eyeshadow primers come in a few different textures, and the right one for you often comes down to personal preference. You can find them in cream, gel, liquid, and even powder forms. Each one is designed to create that perfect, smooth canvas on your eyelids, giving your eyeshadow something to grip onto. This helps the pigments appear more vibrant and prevents them from creasing or smudging as the day goes on. If you’re new to primers, a lightweight cream or gel is often the easiest to work with. Just a tiny amount is all you need to lock your look in place.

Primers that do more: waterproof, anti-aging, and concealing

Why settle for a primer that only does one thing? Many modern formulas come with extra benefits that can streamline your routine. If you need your makeup to withstand humidity or a long day, a waterproof primer is your best friend. Some primers also offer anti-aging properties, helping to smooth the appearance of fine lines around the eye area. Others have a subtle tint that can help conceal discoloration on your lids, creating an even base tone before you even apply shadow. If you need help finding the perfect multi-tasking products for your routine, a virtual beauty consultation can offer personalized advice.

How to Choose the Right Primer for Your Skin Type

Just like with foundation, the best eyeshadow primer for you depends on your skin type. The skin on our eyelids has its own unique needs, and picking a formula that works with your skin instead of against it is the secret to a flawless, long-lasting look. Whether your lids tend to get a little shiny or feel tight and dry, there’s a perfect primer out there waiting for you. Let’s find yours.

For oily lids: go mattifying

If you feel like your eyeshadow has disappeared by lunchtime, you might have oily eyelids. Excess oil can cause makeup to break down, crease, and slide right off. The solution is a mattifying primer. If your eyelids get oily, look for primers that help control oil and shine. These formulas create a velvety, non-slip base that grips onto your eyeshadow, ensuring your carefully blended look stays vibrant and in place all day long. Think of it as a security guard for your eye makeup, keeping everything exactly where it should be.

For dry or mature skin: go hydrating

Dry or mature skin on the eyelids can sometimes make eyeshadow look patchy or settle into fine lines. A hydrating primer is your best friend here. If your skin is dry, choose primers with nourishing ingredients like Hyaluronic Acid or Vitamin E. These ingredients provide a burst of moisture, smoothing over any dryness and creating a plump, even canvas. This not only helps your eyeshadow glide on beautifully but also keeps your delicate eye area feeling comfortable. The result is a radiant finish that looks fresh, not cakey, making it a perfect match for our luxurious eye makeup.

For sensitive skin: go fragrance-free and patch test

When you have sensitive skin, the last thing you want is an eye product that causes redness or irritation. For sensitive skin, it’s essential to choose fragrance-free products and perform a patch test to avoid a reaction. Apply a tiny amount of the primer to your inner arm and wait 24 hours to see how your skin reacts. Reputable cruelty-free companies use a combination of methods to ensure product safety, like clinical studies on human volunteers, but it's always smart to test things for yourself before applying them to your delicate eye area.

The Best Cruelty-Free Eyeshadow Primers

Finding the right eyeshadow primer can completely change your makeup game. It’s the secret to getting that vibrant, just-applied look to last all day without a single crease in sight. But finding one that’s also cruelty-free can feel like a challenge. The good news is that more and more brands are committing to ethical practices, so you have plenty of amazing options to choose from.

I’ve put together a list of my favorite cruelty-free eyeshadow primers that truly perform. Whether you’re looking for a luxurious formula that feels like a treat or a budget-friendly staple that gets the job done, there’s something here for you. These primers create the perfect canvas for any eye look, from a simple wash of color to a dramatic smokey eye, ensuring your artistry stays put from morning to night.

1. Nude Envie Eye Makeup

While we don't have a dedicated primer, our philosophy is all about creating a flawless canvas with products that enhance your natural beauty. You can easily create a perfect base for your eyeshadow using our existing eye makeup. For a smooth, long-lasting foundation, try applying a thin layer of our creamy concealer over your lid. It helps neutralize any discoloration and gives your eyeshadow something to grip onto. Another beautiful option is to use one of the lighter matte shades from our eyeshadow palettes as a base. This not only preps the lid but also helps your other shadow colors blend seamlessly. It’s a simple, elegant way to ensure your eye look is cohesive and lasts beautifully.

2. Urban Decay Eyeshadow Primer Potion

You can’t talk about eyeshadow primers without mentioning this icon. Urban Decay’s Eyeshadow Primer Potion is a cult favorite for a reason. It has a creamy, barely-there formula that glides on smoothly and keeps your eyeshadow looking vibrant and crease-free for a full 24 hours. It’s especially fantastic for those with oily or hooded lids, as it provides an unmatched grip that prevents any slipping or fading. A tiny dab is all you need to lock your look in place, making a single tube last for ages. It’s a reliable workhorse that makeup artists and beauty lovers have sworn by for years, and it remains a top-tier cruelty-free option.

3. Too Faced Shadow Insurance

Another powerhouse in the primer world, Too Faced Shadow Insurance is famous for its incredible staying power. This primer has a lightweight, silicone-based formula that creates an ultra-smooth surface for eyeshadow application, helping colors appear more pigmented and true to the pan. It’s completely waterproof and works to prevent creasing, fading, and smudging throughout the day. Many people love it because it feels so comfortable on the lids while providing serious hold. If you find other primers can feel a bit heavy, this one is a fantastic alternative that delivers consistent, professional results every time you use it.

4. Milk Makeup Hydro Grip Eye Primer

If you have dry or textured eyelids, the Milk Makeup Hydro Grip Eye Primer might be your new best friend. Unlike more traditional, mattifying primers, this one has a hydrating, gel-like texture that feels refreshing on the skin. It’s formulated with blue agave extract to create that signature "grip" effect, helping your makeup adhere to your skin without drying it out. It also contains hyaluronic acid and niacinamide to hydrate and smooth the delicate eye area. This primer provides a dewy, slightly tacky base that locks in color and glitter for hours, all while giving your lids a welcome dose of moisture.

5. Elf Cosmetics Shadow Lock Eyelid Primer

Proving that you don’t have to spend a lot for great quality, the e.l.f. Shadow Lock Eyelid Primer is an amazing budget-friendly find. This lightweight primer preps your lids for a smooth application and significantly extends the wear of your eyeshadow, preventing it from creasing or fading. It’s a no-fuss product that simply works. Because e.l.f. has always been a 100% cruelty-free and vegan brand, you can feel great about your purchase. It’s the perfect choice if you’re just starting to build your makeup kit or just want an affordable, reliable primer for everyday use. It’s a true drugstore gem that performs just as well as some of its high-end counterparts.

6. Milani Eyeshadow Primer

Milani is another drugstore hero that consistently delivers high-performance, cruelty-free products. Their Eyeshadow Primer is often hailed as a dupe for more expensive options, and for good reason. The formula is a lightweight, non-greasy cream that dries down to an invisible finish, creating the perfect canvas for any eyeshadow. It helps colors look more intense and ensures your eye makeup stays locked in place all day without creasing. It’s also vegan, making it a fantastic choice for anyone looking for effective, ethical, and accessible makeup. If you want your eyeshadow to survive a long day, this primer is a must-try.

7. Palladio Herbal Eye Primer

For those who love when makeup and skincare meet, the Palladio Herbal Eye Primer is a unique and wonderful option. This primer stands out because it’s infused with nourishing botanicals like chamomile and ginseng, along with vitamins A, C, and E. Not only does it create a smooth, long-lasting base for your eyeshadow, but it also helps to soothe and protect the delicate skin on your eyelids. The formula feels comfortable and lightweight while providing the grip needed to keep your shadow from creasing or fading. It’s a perfect choice if you have sensitive skin or simply appreciate products with skin-loving ingredients.

How to Apply Eyeshadow Primer Like a Pro

You’ve found the perfect cruelty-free primer, and now you’re ready for the magic. Applying it correctly is the key to getting that flawless, long-lasting finish we all want. It might seem like an extra step, but trust me, it’s a non-negotiable for a professional-looking result. Taking a minute to prep your lids properly ensures your eyeshadow color stays vibrant, doesn't crease into fine lines, and lasts from your morning coffee to your evening plans. Think of it as creating the perfect canvas for your art. These simple steps will completely change your eyeshadow game, making blending smoother and your final look more polished. Once you see the difference, you’ll wonder how you ever skipped it.

Step 1: Start with clean, dry lids

Before you even think about reaching for your primer, make sure your eyelids are completely clean and dry. Any leftover makeup, oil, or moisturizer can create a barrier, preventing the primer from adhering properly. This is the foundational step for a smooth application and ensures your look has serious staying power. I like to use a gentle, oil-free cleanser on a cotton pad and lightly sweep it over my lids, then pat them dry. This simple prep work creates the ideal surface for the primer to grip onto, giving you a crease-free finish that lasts all day.

Step 2: Apply a thin, even layer

When it comes to primer, a little goes a long way. Squeeze a tiny, bead-sized amount onto the back of your hand. You can use a clean fingertip or a small, flat concealer brush to apply it. Gently pat and spread the primer evenly across your entire eyelid, from your lash line all the way up to your brow bone. Covering this whole area ensures a seamless blend, especially if you’re creating a look with multiple shades. The goal is a thin, almost invisible layer. Applying too much can cause the product to feel heavy or even lead to creasing, which is exactly what we’re trying to avoid.

Step 3: Let it set for a minute

Patience is a virtue, especially in makeup application. After you’ve applied your primer, give it about 60 seconds to set. This brief pause allows the formula to dry down slightly and become a bit tacky, creating the perfect texture for eyeshadow to grab onto. If you apply your shadow while the primer is still too wet, the colors can become muddy and difficult to blend. Letting it set ensures the primer can do its job: intensifying pigment and locking your eye makeup in place for hours. Use this minute to pick out your eyeshadow shades or clean up your brushes.

Step 4: Apply your eyeshadow

Now for the fun part. Once your primer has set, it’s time to apply your eyeshadow. You’ll immediately notice how much more vibrant the colors appear and how smoothly they glide onto your lids. The tacky base you’ve created helps the pigments adhere beautifully, resulting in richer color payoff with less fallout. Whether you’re using a single wash of color or blending multiple shades for a smoky eye, the primer will make the entire process easier. If you ever need personalized tips on pairing shades, a virtual beauty consultation can help you build the perfect look from start to finish.

Can You Build a Fully Cruelty-Free Eye Look?

Absolutely! Creating a stunning eye look that is completely cruelty-free is easier than ever. Once you’ve found your perfect primer, you’re already halfway there. It’s all about choosing products that align with your values without ever sacrificing quality or performance. From rich eyeshadows to defining eyeliners and mascaras, you can build an entire routine that makes you feel as good as you look. Let’s walk through how to complete your compassionate makeup collection.

Pair your primer with cruelty-free eyeshadow

A great primer creates the perfect canvas, and the next step is to paint it with beautiful, cruelty-free color. Once your primer is set, you can sweep on your favorite shades knowing your entire look is built on an ethical foundation. Many brands now offer incredible eyeshadows that are never tested on animals. At Nude Envie, we believe luxury and compassion go hand-in-hand, which is why our entire eye makeup collection is designed to give you rich, blendable color with clean ingredients. By pairing a cruelty-free primer with equally ethical eyeshadows, you ensure your look is flawless from start to finish.

Build your complete cruelty-free eye routine

Building a complete cruelty-free eye routine goes beyond just primer and shadow. It means every product you use, from eyeliner to mascara, has been developed without being tested on animals. Cruelty-free cosmetics are those that haven't involved animal testing at any point, from the raw ingredients to the final product on the shelf. When you consciously choose these products, you’re doing more than just applying makeup. You’re supporting a movement toward more humane practices in the beauty industry. It’s a simple choice that makes a big impact, allowing you to create stunning looks that truly align with a compassionate lifestyle.

How to Go Cruelty-Free Without the Overwhelm

Deciding to switch to a cruelty-free beauty routine is an amazing choice, but it can feel like a huge project. The good news is you don’t have to replace your entire makeup bag overnight. Taking it one step at a time makes the process simple and enjoyable. Here’s how to get started without the stress.

Start one product at a time

The easiest way to begin is by replacing products as you run out of them. Is your lipstick almost gone? Find a cruelty-free alternative. Need a new blush? Make it a certified cruelty-free one. This approach is kinder to your wallet and prevents you from feeling overwhelmed. Every time you choose a product that isn’t tested on animals, you’re contributing to a larger movement that encourages brands to adopt more humane practices. Your small changes add up, helping to drive significant shifts in the beauty market. Think of it as a gradual, rewarding journey, not a race to the finish line.

Use trusted certifications to vet brands

Navigating the world of cruelty-free claims can be tricky, but official certifications make it easy. Since terms like "cruelty-free" aren't legally defined, the most reliable way to know if a brand is committed to ending animal testing is to look for a third-party certification. The Leaping Bunny Program is considered the gold standard. To be certified, companies must prove that no new animal testing was used at any stage of product development, from the individual ingredients to the final formula. PETA’s Beauty Without Bunnies is another trusted program to look for. These logos are your shortcut to making confident, compassionate choices.

Watch out for greenwashing and vague claims

Some brands use misleading marketing, known as greenwashing, to appear more ethical than they are. You might see vague claims like "not tested on animals" or a generic bunny logo on the packaging. However, the FDA does not have a legal definition for these terms, so they don’t always tell the whole story. A company might not test its final product on animals, but it could still use ingredients that were tested by its suppliers. This is why relying on official certifications from organizations like Leaping Bunny is so important. They do the deep research for you, so you can be sure you’re supporting a genuinely cruelty-free brand.

Where to Find the Best Cruelty-Free Eye Primers

Now that you know what to look for, the fun part begins: shopping! Finding the perfect cruelty-free eye primer is easier than ever. Whether you prefer to shop directly from your favorite brands or hunt for deals at major beauty retailers, there are plenty of options available. Here’s where to start your search and how to make sure you’re getting exactly what you need for a flawless, long-lasting look.

Shop directly from brand websites

One of the best ways to find a great primer is to go straight to the source. When you shop from a brand’s website, you get access to their entire product line and can feel confident you’re supporting their cruelty-free mission. It’s the perfect way to discover primers, like our own Nude Envie eye makeup, designed to create a perfect base. Of course, big beauty stores are also fantastic resources. For example, Ulta Beauty sells dozens of cruelty-free eye primers and bases. These products are specifically chosen to help your eye makeup look better and last longer.

Look for seasonal sales and beauty boxes

If you love a good deal (and who doesn't?), timing your purchase can make a big difference. Keep an eye out for seasonal sales around the holidays or during brand anniversary events. Signing up for a brand’s email list is a great way to get notified about special offers. Another fun way to discover new favorites is through beauty subscription boxes, which often feature cruelty-free products. When you shop at larger stores, look for loyalty programs. For instance, when you shop at Ulta, you can often get free shipping and can join the Ulta Beauty Rewards program to earn points on your purchases.

Tips for smart online shopping

Shopping for makeup online can feel like a bit of a gamble, but a few simple tips can help you choose with confidence. First, remember what a primer is for. A good eye primer creates a smooth surface on your eyelids, which helps your eyeshadow stick better, makes its color pop, and stops it from creasing or smudging. To find the best ones, always check product reviews and ratings to see what other people are saying. And if you’re still unsure, see if the brand offers personalized help. A virtual beauty consultation can connect you with an expert who can recommend the perfect primer for your skin type and makeup goals.

Related Articles

• 8 Best Eyeshadow Primers for Over 50 That Work | Nude Envie
• The Ultimate Guide: Eye Primer for Hooded Eyes – Nude Envie

Frequently Asked Questions

Can I just use concealer instead of an eyeshadow primer? You absolutely can use concealer in a pinch, and it’s a great trick if you’re trying to simplify your routine. A thin layer of a creamy concealer can neutralize discoloration on your lids and give your eyeshadow something to stick to. However, a dedicated eye primer is specifically formulated to absorb oil and create a slightly tacky surface that grips onto powder shadows. This is why primers are champions at preventing creasing and making your look last all day, while a concealer might not have the same staying power, especially if you have oily lids.

Should my eye primer match my skin tone? Most eyeshadow primers are designed to be translucent, so they dry down to an invisible finish that works for every skin tone. Their main job is to create a smooth, grippy base, not to provide coverage. That said, you can find primers with a tint. These are great if you want to cancel out any redness or veins on your eyelids, as they even out your skin tone while also prepping it for shadow. The choice really comes down to whether you need that extra bit of color correction on your lids.

What’s the difference between an eye primer and a face primer? Can I use my face primer on my eyes? While they sound similar, eye primers and face primers are formulated for different jobs. Eye primers are made for the delicate, thin skin on your eyelids and are designed to be slightly tacky to hold onto eyeshadow. Face primers are typically created to fill in pores and control oil over the larger surface of your face. I would recommend sticking to products designed specifically for the eye area, as they are usually ophthalmologist-tested and formulated to prevent creasing in a way that face primers are not.

Why does my eyeshadow still look patchy or cakey even when I use a primer? This is a super common issue, and the culprit is almost always using too much product. With eyeshadow primer, less is truly more. You only need a tiny, bead-sized amount to cover your entire eyelid from the lash line to the brow bone. Applying too thick a layer can cause the product to bunch up and create an uneven texture. Also, be sure to give the primer a minute to set before you go in with your eyeshadow. Applying shadow to a wet base can cause it to look muddy and blend poorly.

If a product is cruelty-free, does that automatically mean it's "clean" or "natural"? That’s a great question, and the answer is no, not necessarily. These terms refer to different things. "Cruelty-free" is about the process, meaning the product and its ingredients were not tested on animals. "Clean" or "natural" refers to the ingredients themselves, suggesting the formula avoids certain synthetic chemicals like parabens or sulfates. A brand can be cruelty-free but still use synthetic ingredients, or it could be "clean" but not certified cruelty-free. It’s important to check the labels for the certifications and qualities that matter most to you.