Beauty is about more than just looking good; it’s about feeling good too. And now more than ever, the cosmetics and skincare industries are focused on doing good. As these ethical beauty brands show, led by consumer demand, the beauty industry is changing for the better.

According to research by Sprout Social, 72 percent of consumers would like brands to be “positive contributors to society.” And around 64 percent also want companies to “use their power to help people.” As the social media management company says: “connection is the new currency.”

Now, beauty brands are beginning to engage in activism and support community charities. They are also increasingly looking to amplify the stories and needs of marginalized people, whether this is through financial support, passing on knowledge and skills, or raising awareness of major gaps in fundamental rights.

We’ve picked seven stand-out ethical beauty brands, all of which are cruelty-free, vegan, or mostly vegan, that prove you can sell high-quality cosmetics, but you can also choose to give back to society too.

Herbivore Botanicals

Vegan, cruelty-free Herbivore Botanicals is known for its non-toxic, perfectly Instagrammable, high-quality cosmetics. Each of its products are carefully formulated without filler ingredients, and include essential vitamins, minerals, and, of course, botanicals.

Infused with willow bark extract to minimize the appearance of pores, its PRISM 12% AHA + 3% BHA Exfoliating Glow Serum will smooth and hydrate your skin, leaving you with a healthy, bright glow.

But the brand’s mission is more than just great beauty products. It’s also about supporting social change. For every sale of the serum, it donates $1 to LGBTQIA+ organizations, like The Trevor Project, a national 24 hour confidential suicide hotline for LGBTQ+ youth.

According to Betsy Han, director of marketing, last year, the brand donated $129,000 to charities that aligned with its company values. As well as The Trevor Project, it supported civil rights organization NAACP; Black Lives Matter; the American Civil Liberties Union; WIRES Australian Wildfire Rescue; Americans for Safe Access (a nonprofit ensuring safe and legal access to cannabis for therapeutic use and research); and the Trans Women of Color Collective.

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