The benefits of personal care and caring for the planet often overlap — drinking water instead of manufactured beverages, buying clothing made from natural fibers and using clean, cruelty-free beauty products. In fact, the vegan cosmetic market is exploding as more and more consumers choose to do the right thing for their bodies and the planet. 

A pair of hands scrolling on a phone with makeup products sitting on a table in front of them.

With this in mind, End of Tenancy London set out to get into the minds of beauty consumers through Instagram. Starting with a list of 23 popular vegan beauty brands, the team created a chart of the ‘Most Instagrammable’ options based on the number of people Insta-posting.

Related: I-N Beauty relies on science and plants for hair and skincare solutions

Results include brands from around the world that specialize in everything from makeup application brushes to men’s products, to full skin, hair and nail product lines.

A display of various makeup products against a blue background.

NCLA Beauty

Los Angeles-based beauty brand NCLA topped the list with 173,601 Instagram hashtags. The cruelty-free lip, nail, body and hand products have won a host of awards and are widely available at retail and online locations.

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Le Labo

With 147,219 hashtags on the social media platform, Le Labo takes the second-place spot. The fragrance brand is more than small batch — it’s personalized batch. Once you select your scent, a freshly-blended bottle will be produced by hand with the option to add a personalized label or even engrave the travel tube case.

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It’s an industry icon. Arbonne has served the vegan community for 35 years, always refusing to test on animals. This is notable with consumers, resulting in 113,095 Instagram hashtags. As a Certified B Corporation, Arbonne is dedicated to continual improvement in the effort for minimal environmental impact. It’s been a carbon-neutral company since 2017, and both the corporate headquarters and distribution center went zero-waste the same year. It’s working on installing renewable energy systems at every location and has plans to be a zero-waste corporation worldwide by 2025. 

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In fourth place, Sparitual garnered 83,087 mentions. With a high value on clean ingredients, Sparitual caters to the self-care consumer interested in investing in the ‘slow life’. It also supplies products to spas, like the Nourishing Vegan Nail Colors that skip the harmful chemicals. Similarly, its organic body care products are free from parabens, petrochemicals, synthetic fragrances and dyes, GMOs and gluten.

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The fifth-place position goes to Pacifica, another California brand, with 60,170 Instagram hashtags. In addition to being 100% vegan and cruelty-free, Pacifica skincare, suncare, makeup, nail care, hair care, bath, body and fragrance products offer a chance to recycle packaging with a program that gives plastic a new life as razors and toothbrushes.

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Spectrum Collections

Number six on the list, Spectrum Collections offers makeup and accessories from its location in South Wales, U.K. The products were mentioned 34,622 times on Instagram. Spectrum’s mission is to provide planet-friendly delivery through low-impact packaging. All products are vegan and cruelty-free.

A table with a cup of makeup brushes, a paint brush and a makeup palette on it.


Skyn ICELAND ticked 21,311 Insta-mentions for its clean, vegan and cruelty-free products. The company offers eye care, skin masks, moisturizers, face wash and more. Ingredients are sourced throughout Iceland, drawing from botanicals and pollution-free Icelandic glacial water.

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Dr. Botanicals

Dr. Botanicals took the number eight spot with 11,163 hashtags, serving customers effective and vegan natural skincare. Based out of London, the brand is proud to support the LBGTQ community and places importance on empowerment and diversity. It’s on a mission to be a zero-carbon company by 2025 and to convert to 100% recycled products in its packaging by 2023.

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Billy Jealousy

The ninth most popular vegan beauty brand on Instagram was Billy Jealousy, with 10,839 mentions. This men’s grooming line is vegan, cruelty-free, PETA approved, made in America and uses natural ingredients.

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With 9,326 tags, Nanshy moved into the tenth-place spot. The company’s makeup brushes and storage accessories are cruelty-free and budget-friendly.

Honorable mentions

The other 13 brands reviewed in the study were EcoTools, Earth Mama Angel Baby, 7th Heaven, Sibu Beauty, Alchimie Forever, Hugo Naturals, MuLondon Organic, Nature’s Gate, ColorProof Evolved Color Care, The Fanciful Fox, Body Crystal of California, Beauty Without Cruelty and Per-fékt Beauty.


In researching this topic, the team sourced the 23 companies from a PETA-vetted list of vegan and cruelty-free suppliers. Each brand was then hand-entered into Instagram, and the corresponding hashtags were recorded. The team says, “Search variations like #arbonnemakeup, #pacificabeauty and #ecotoolsbrush were used, in order to obtain accurate data.” Two brands on the original list had no Instagram hashtag information to record. All data collection took place on August 4, 2021, and represents the numbers at that time.

+ End of Tenancy London


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