7 Cruelty-Free Mens Beauty Brands to Watch in 2024

The demand for male-specific beauty products is on the rise, and so is the awareness of conscious consumers. Nevertheless, there is still a limited selection when it comes to these brands catering to men. 

Many cosmetics brands still choose to test on animals, and those that state otherwise often sell products in countries such as China, where animal testing is still mandatory.

According to PETA, an animal rights charity, cruelty-free means that no animals were hurt, killed, or tested during the creation of products. If products are sold in China, it means they will not be cruelty-free, as animal testing is required there by law. An example of this was when cult cosmetics brand Nars lost its status in favour of entering the Chinese market.

The most efficient way to verify if a brand is cruelty-free is to check for the Leaping Bunny or PETA logo.
Securing the minefield that is the beauty industry, we’ve rounded up some of our favourite cruelty-free men's make-up brands to help you become the socially conscious beauty lover we all want to be.

OM4MEN
OM4 Organic Male is the first skin-type and condition-specific professional men's line to launch in the US. From body scrubs to eye creams, OM4MEN has everything you can think of when it comes to beauty and personal care. With its wide range of products, OM4MEN is the perfect brand to take a look at in 2024.

Happy Paul
As the name may suggest, ‘Happy Paul’ is a mood-lifting body care line. Born out of a not-so-happy 'Pauls' depression, each product's ingredient profile aims to uplift and rejuvenate those who are using it. It's perfect to use if you have the winter blues.
Furthermore, they donate a portion of each product sold to mental health charities. Another great reason to give the brand a try.

Adamare
For all those who like to break the rules and colour out of the lines, Adamare is a newer colour cosmetics brand that focuses on innovation and inclusivity. Based in Amsterdam, the brand offers a versatile range of products for every skin tone. 
Their refreshing approach to inclusivity is reason alone to delve into their product line.

TMPL
TMPL is a new circular skincare brand targeted specifically at men. The set includes everything you need for a complete skincare routine including their; Gentle Face Cleanser, Purifying Face Toner and Hydrating Face Moisturiser.
This takes all of the guesswork out of curating your own routine, although they can be bought separately too, so you can cherry pick your favourite pieces.

Aside from this, there is an optional skin quiz you can take, which provides some skin education. Combining the set and supporting information makes it incredibly accessible for skincare beginners. It's those little details that really set this brand apart from others on the market.

TMPL is a neat and tidy brand, perfect for those who want a fuss-free yet effective routine. (It’s incredibly aesthetic too!)

Jack Henry
Jack Henry is an award-winning self-care and wellness brand. He is a pioneer in male cosmetics and hair care.
The New York-based company prides itself on using only functional ingredients, while every formulation is always free of aluminium, parabens, phthalates, pegs, sulphates, silicones, plastics, gluten, glycols, mineral oils, and artificial fragrance.

Shake Up Cosmetics 
Shake Up Cosmetics is another new brand based in London, 'shaking  up’ (pun intended) men's cosmetics.
Their packaging is simple, their instructions are fuss free, and they have balanced the scales between colour cosmetics and skincare perfectly.
Shake Up Cosmetics is a cruelty free brand that retails in Boots, which makes it super accessible for us animal lovers in the UK! 

War Paint
Last but certainly not least is War Paint, a pioneering male makeup brand.
Although there was much controversy over the name choice, many felt that the name was a little overkill (two puns in one post!). For a makeup brand, the array of products on offer meant that the brand had to be on this list.

From moisturiser to foundation to primer to bronzer, War Paint has everything you could need to create a fresh look! Also, they have convenient kits available, which takes the guesswork out of a skincare routine. Perfect for a gift too.