A GUIDE TO CHOOSING THE BEST CRUELTY-FREE FOUNDATION

Why are there so many foundations on the market today? Because there are so many women in the world who have so many diverse needs when it comes to foundation, right?  Women have different skin types and skin tones and different needs when it comes to foundation. Some women prefer a lot of coverage while some prefer a more sheer, natural finish. Some women are looking for a foundation that provides certain benefits, such as anti-aging qualities for mature skin or mattifying for oilier skin. Foundations with added benefits and perks are almost endless. Some women just like the way one foundation looks and feels on their skin versus the way another one looks and feels.

My number one criteria for choosing a foundation is that is is cruelty-free, and I also now make sure mine is vegan. Years ago, finding a lot of cruelty-free foundations to choose from would have been almost impossible, Fortunately, that isn’t the case today. There are many from which to choose. No, there are not as many brands that do not test on animals as there are brands that do test on animals, but there are enough of them that everyone is sure to find one that they can truly love wearing.  But how do you choose the best cruelty-free foundation?

The truth is, there is probably not one foundation out there that is “the best foundation.” That is because of all the different skin types and needs as well as the various makeup looks women are trying to achieve. What works extremely well for one woman may not work so well for the next. If you are a 30 year woman with normal to dry skin who likes a sheer foundation to bring out your natural beauty, you probably wouldn’t be very happy with a blemish-fighting oil free foundation nor would you be happy with a full-coverage anti-aging foundation formulated for more mature skin.  There is just no foundation that is simply the best for everyone.

There are, however, several factors that you should consider when choosing a foundation. I have written a list of considerations to help you choose the best foundation type for your skin, after which I have listed some of the best cruelty-free foundations I know of. These foundations are all excellent in their own unique way. Hopefully, you can use the information I have provided for each one to help you find the perfect one for you.

  Things to Consider When Choosing Foundation:

*Skin Type – There are a number of skin types. Is your skin normal? Dry? Normal to dry? Oily? Combination, which is oilier in the t-zone but dry in the cheek area? Based on skin type, some women use one foundation in the summer and a different one in the winter if their skin gets drier during the winter months. There are many foundations that work well for all skin-types as long as you use moisturizer that is formulated for your skin type.

*Coverage – Sheer, medium, or full? Do you like a very natural finish or a more full-coverage polished look? Or something in between? If you are young and just starting to wear makeup, a makeup that provides sheer-coverage may be ideal for you. If you have blemishes, dark spots, and a lot of fine lines you may prefer a full-coverage foundation. Medium coverage falls somewhere in between and can allow you to look flawless yet still very natural. Many foundations are now formulated to be buildable. You can start with one application for a sheer to medium look or add another layer for fuller coverage.

*Finish – Some foundations provide a matte finish or a semi-matte finish while others provide a dewy or satin finish.

*Benefits – Foundations are often created to provide various targeted benefits. Common benefits include anti-aging, oil free, blemish fighting, moisturizing, firming, illuminating, and light-diffusing to name a few. I would say sun protection could also be included here. Many foundations contain a sunscreen.

*Shade– A woman usually has pink, yellow/golden, or neutral undertones. Shade is extremely important. Not only will your foundation not be flattering if it is too dark or too light, but choosing one for the wrong undertones can make just as big of a difference.

The rest of this  post contains affiliate links which means that, at no additional cost to you, I may earn a small commission if you choose to make a purchase.

Now, here are some of the best cruelty-free foundations I have found, and they range from high-end to drugstore brands:

Juice Beauty Phyto-Pigments Flawless Serum Foundation


This is my all around favorite foundation. It’s great because the coverage is buildable.  Applying evenly over your face with a foundation brush will give you a beautiful medium coverage finish or you can easily achieve a smooth, flawless, full-coverage look by layering two coats with a foundation brush. And even with two coats, it feels so light and airy! If you have sensitive skin, this foundation would be an excellent choice. I am allergic to many foundations, and I have had no negative reactions to this one ever. For more information about this foundation, please read my Juice Beauty Phyto-Pigments Foundation Review.

For Whom: All Skin Types

Coverage: Medium to Full, Adjustable

Finish – Radiant

Benefits – Weightless, Contains Antioxidants

Number of Shades – 10

Sunscreen? No

Vegan? Yes

Price: $42

Where to Buy: Juice Beauty

By Terry Terribly Densiless Foundation


This foundation is great for more mature skin, especially drier skin. The look starts out matte, but as the natural oils of your skin break through, it becomes a bit more dewy.

For Whom: Mature Skin

Coverage: Medium

Finish – Creme to Powder, Matte

Benefits – Firming, Lifting, Anti-Aging

Number of Shades – 13

Sunscreen? No

Vegan? Yes

Price: $116

Where to Buy: Amazon

100% Pure Fruit Pigmented Healthy Foundation


This vegan foundation is the ideal creamy full-coverage foundation for a soft, silky smooth finish. It is excellent for concealing imperfections and giving you that sought after flawless beauty every woman wants.

For Whom: All Skin Types

Coverage: Full

Finish – Creme to Powder, Matte

Benefits – Antioxidant Rich, Fruit dyed, Conceals Imperfections

Number of Shades – 9

Sunscreen? Yes

Vegan? Yes

Price: $46

Where to Buy: 100% Pure or Amazon

100% Pure Second Skin Foundation

This is a serum foundation that feels weightless on skin and gives skin a natural, radiant appearance. If you like a weightless foundation that provides natural looking coverage, this one is a winner for you. I have written a complete review of this foundation if you would like more information.

For Whom: All Skin Types

Coverage: Sheer but adjustable

Finish – Natural

Benefits – Antioxidants, Fruit Pigmented, Contains Olive Squalane So No Primer is Needed

Number of Shades – 9

Sunscreen? No

Vegan? Yes

Price: $45

Where to Buy: 100% Pure

Kat Von D Lock-It Foundation


This foundation provides awesome coverage and is truly long-wearing. In that respect, it truly lives up to it’s name. And it is available in 32 shades. Wow!

For Whom: All Skins

Coverage: Full

Finish – Velvety Matte

Benefits – 24 Hour Long Wear, Covers Almost Anything Including Tatoos

Number of Shades – 32

Sunscreen? No, Not Noted

Vegan? Yes

Price: $35

Where to Buy: Amazon

e.l.f. Flawless Finish Foundation


This is really a versatile foundation. You can adjust coverage by applying a think layer if you just want sheer or natural coverage or you can apply several layers for fuller coverage. And I do want to point out that this foundation is vegan but it contains synthetic beeswax, which I think is a novel idea!

For Whom: All Skins

Coverage: Medium but buildable

Finish – Semi-Matte

Benefits – Lightweight, Evens Skin Tone and Texture

Number of Shades – 9

Sunscreen? SPF 15

Vegan? Yes

Price: $6

Where to Buy: Amazon

e.l.f. Acne Fighting Foundation

This foundation is specially formulated to fight blemishes. It contains salicylic acid, witch-hazel, camphor, tea tree oil, and aloe. This combination of ingredients fights acne while conditioning skin at the same time.

For Whom: Those With Acne-Prone Skin Or Oily Skin

Coverage: Full

Finish – Semi-Matte

Benefits – Fights Blemishes

Number of Shades – 5

Sunscreen? No

Vegan? Yes

Price: $6

Where to Buy: Amazon

Physician’s Formula Touch of Glow Foundation


You will look like a true natural beauty with this foundation because it is truly undetectable on skin. If you don’t like a to look “made up,” this foundation is perfect for you. It evens skin and corrects minor flaws but will keep others guessing whether you have on makeup or were born with near perfect skin.

For Whom: All Skin Types

Coverage: Natural

Finish – Luminous

Benefits – Weightless, Undetectable on Skin

Number of Shades – 5

Sunscreen? No

Vegan?No

Price: $14.95

Where to Buy: Amazon

wet n wild Photo Focus Foundation

This is a foundation that is meant to give you the perfect photo finish in various lighting conditions. There are many shades to choose from, too!

For Whom: All Skin Types

Coverage: Adjustable

Finish – Matte

Benefits – Light Diffusing, Prevents White Cast in Pictures

Number of Shades – 20

Sunscreen? No

Vegan? Yes

Price: $5 to $6

Where to Buy: Amazon

wet n wild Coverall Cream Foundation


You will love the way this foundation covers flaws and imperfections. If you like a great foundation that covers well and lasts all day but don’t like to spend a fortune, this is a great choice.

For Whom: All Skin Types

Coverage: Medium to Full, Buildable

Finish – Satin-Matte

Benefits – Brightens, Lifts, Reduces Appearance of Wrinkles and Dark Spots

Number of Shades – 6

Sunscreen? No

Vegan? Yes

Price: $12 to $20

Where to Buy: Amazon

Milani Conceal + Perfect 2-n-1 Foundation + Concealer

Want a foundation that you can wear with confidence in hot weather? This water resistant foundation also resist perspiration so you your foundation looks great all day.

For Whom: All Skin Types Except Very Dry, Works Well For Oily or Normal to Oily Skin

Coverage: Full

Finish – Matte

Benefits – Foundation/Concealer All in One Product, Water-Resistant

Number of Shades – 20

Sunscreen? No

Vegan? No (contains beeswax)

Price: $8 to $10

Where to Buy: Amazon

If you enjoyed this post and found it helpful, please share so others can benefit from the information. Thank you in advance, and thank you so much for reading.

 

 

 

 

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