These are the most popular vegan beauty brands on Instagram

Clean, vegan and cruelty-free—yes please!

Drops of facial serum or polyglutamic acid pouring out of amber glass bottle nearby pipette on pink background.
(Image credit: Getty Images / Anna Efetova)

Never before have there been so many choices when it comes to skin and beauty products. We’re becoming more conscious of what we’re putting on our face and body, we know all the hottest skincare brands on TikTok, and all the most popular ingredients—but what about vegan beauty brands?

Clean and cruelty-free brands are important to us, but it can be hard to know which ones out there are completely vegan. Now, thanks to the cleaning firm End of Tenancy London, we’ve got the low-down on all the most popular vegan beauty brands.

Portrait of Young Confident Woman Using a Facial Spray - stock photo

(Image credit: Getty Images / Caroline Tompkins / Refinery29 for Getty Images)


1. NCLA 

We already know that The Ordinary is TikTok's favorite skincare brand, but NCLA takes the top spot for Instagram.

The award-winning, LA-based company has 173,601 hashtags to its name and it’s not hard to see why.

The brand is completely cruelty-free and sells delicious lip and body products, with Billie Eilish as a fan. 

You will no doubt have seen their famous Sugar Sugar lip scrub among those aesthetic skincare posts on Instagram. It looks good enough to eat—especially the watermelon flavor.

The brand says: “We created clean, feel-good beauty products that are effective, colorful and sensational.”  

2. Le Labo

Taking number two spot is New York fragrance company Le Labo with 147,219 hashtags. You’ll have seen these perfumes and candles on every influencer and Instagram It girl’s feed, but first of all, they’re the some of most stylish perfumes we’ve ever seen—and secondly, their scents are unique and dreamy.

The brand jokes: “It’s more humane to test on New Yorkers than animals” and we love that. 

The company believes in fine, personal, freshly formulated scents. Oh, and that celebrities should pay full price. Their most popular fragrances include Noir 29, Santal 33 and Rose 31. 

3. Arbonne  

The third spot is a tried and tested brand that’s been around for 40 years and has never been tested on animals.

With 113,095 hashtags, they are known for both their skincare and make-up products. All are completely vegan and cruelty-free. 

Their most popular products are their cleansers, serums, blush combos and lip serums

4. Sparitual 

As the name suggests, this brand believes in spa-like experiences, and that self-care should be sustainable.

Sparitual offers nail and body care, and the brand says: “We are committed to creating clean, non-toxic products for the spa professional and the self-care activist. Our roots are firmly planted in the ancient and present healing traditions of the spa, the true source of self-care.”

They also offer a stunning range of vegan nail polishes.

5. Pacifica 

They are cruelty-free, paraben and toxin-free and also offer more planet-friendly packaging plus a recycling program. The brand has 60,170 hashtags and is super-affordable, and its products look so cute. 

They are known for their sell-out Vegan Collagen Skin Solve Primer and the Lavender Moon collection which, to be honest, we would buy just for the name alone.

See the full Top 10 list below:

The Top 10 vegan brands on Instagram

  1. NCLA—173,601 hashtags
  2. Le Labo—147,219 hashtags
  3. Arbonne—113,095 hashtags
  4. Sparitual—83,087 hashtags
  5. Pacifica—60,170 hashtags
  6. Spectrum Collections—34,822 hashtags
  7. Skyn ICELAND—21,311 hashtags
  8. Dr Botanicals—11,163 hashtags
  9. Billy Jealousy—10,839 hashtags
  10. Nanshy—9,326 hashtags
Naomi Jamieson
Naomi Jamieson

Naomi is a Trainee News Writer with the Lifestyle team and has worked with the team for seven months. She has a background in design, having studied Illustration at Plymouth University but has taken a leap into the world of journalism after always having a passion for writing. She currently writes pieces on fashion, wellbeing, and entertainment for GoodTo and My Imperfect Life and is training for an NCTJ Qualification. Before working for Future Publishing’s News Writing Team, she worked in the Ad Production Team. Here she wrote and designed adverts on all sorts of things, which then went into the print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing, and probably online shopping.