Makeup Revolution was founded by two successful entrepreneurs Adam Minto and Tom Allsworth in 2014. Minto stated that he considered many existing beauty brands as ‘elitist,’ which is why he decided to create an affordable brand that offers high-quality items to all makeup lovers, no matter their gender or skin color.
From its founding, the brand used social media as a means of advertisement. It collaborated with some of the most notable online celebrities, such as Belle Jorden, CarmiMua, and SophDoesNails. This made Makeup Revolution one of the fastest-growing brands worldwide.
Makeup Revolution won numerous prestigious beauty awards, including several Pure Beauty Awards and one award at the Cosmopolitan Beauty Awards 2018.
Today, Makeup Revolution is sold in various stores and retailers worldwide, such as Ulta, Superdrug, Shoppers Drug Mart, and Amazon.
Is Makeup Revolution Cruelty-Free?
|Not sold in China?||Yes|
|Leaping Bunny Certified||No(*)|
|Has vegan products||Yes|
|Not owned by a Parent Company that does Animal Testing?||No|
Yes, Makeup Revolution is a cruelty-free brand.
Makeup Revolution doesn’t test any of its finished products on animals. At the same time, all of their ingredients and formulations are cruelty-free. The brand doesn’t pay for third-party testing, and it ensures all of its suppliers are cruelty-free, as well. It uses alternative methods for its ingredients and promotes cruelty-free lifestyle. The brand doesn’t sell its products in countries where animal testing is required by law.
Makeup Revolution’s suppliers have to provide the brand with the declaration about their cruelty-free status every year. This helps them ensure all of its products are safe to use.
Makeup Revolution is certified by PETA, but it doesn’t have the Leaping Bunny label. However, as becoming a part of this program is entirely voluntary – and Makeup Revolution is a fairly new brand – this isn’t a red flag(*).
Makeup Revolution has shown numerous times to be a completely cruelty-free brand.
Best Selling Makeup Revolution Products
Are Makeup Revolution products sold in China?
No, Makeup Revolution doesn’t sell its products in mainland China.
What is the Deal with China?
Even though animal testing is proven to be an unnecessary and unethical practice, some countries still require it by law. This is the case with the second-biggest market in the world, China.
China requires any beauty product to be tested on animals before allowing importation and being sold in Chinese stores. Any company or brand that makes the decision to sell in China has also decided to test on animals – either by themselves or, usually, by paying a third-party company to test on their behalf. This is the main reason why a lot of brands can’t achieve a true cruelty-free status. After growing public outrage, China did lift some regulations in 2014, which allowed certain beauty products, such as shampoos and other skincare items, to be imported without testing, but this is still a small percentage.
A lot of brands that claim to be cruelty-free are being misleading thanks to these laws. Even if a brand doesn’t conduct animal testing on its own, by deciding to take the opportunity and sell in countries such as China, it is allowing a third-party to test the final product on animals. This is why PETA and the Leaping Bunny Program have forbidden brands that they certify to expand their market in this direction – and rightfully so.
A lot of companies are working with the Chinese government on lifting these regulations, and legislation was proposed in 2019 that should stop mandatory animal testing. However until today, no substantial progress has been made in this regard, we continue to wait patiently.
Is Makeup Revolution Vegan?
No, Makeup Revolution is not a 100% vegan brand. Some of its products contain animal-derived ingredients and animal by-products, such as carmine, beeswax, and lanoline. However, the brand states that 76% of its items are vegan and that it is working on improving that number. Good for them!
What products does Makeup Revolution sell?
Many Makeup Revolution’s products are considered affordable dupes of much more expensive items and collections. For example, its $4 Conceal and Define concealer is named a dupe of a Tarte’s $22 Shape Tape concealer.
Makeup Revolution also has many original products. Its eyeshadow palettes are considered to be one of the best quality products at that price range. It also sells other makeup items such as highlighters, lipsticks, and primers. It owns various beauty brands, such as Revolution PRO, I Heart Revolution, Revolution Skincare and Makeup Obsession.