Non-Woke Beauty and Wellness Brands

Browse 230 Beauty and Wellness brands rated on the BuyWokeFree woke index. 224 are rated Not Woke.

Beauty and wellness is one of the most politically engaged corners of American retail. Even as Target, Amazon, and Walmart announced rollbacks of corporate DEI programs in late 2024 and early 2025, major beauty retailers moved the other way: Ulta, Sephora, and Sally Beauty all publicly reaffirmed their DEI commitments, and a February 2025 Refinery29 report found many beauty brands keeping diversity pledges and grant programs in place despite the broader corporate retreat. If activist branding is holding on anywhere, it is at the beauty counter, which makes checking before you buy especially worthwhile in this category.

Our Top Woke-Free Beauty and Wellness Picks

The good news for conservative shoppers: of the 230 beauty and wellness brands we have rated, 224 come in Not Woke. Standouts include Hickory Hollow Soaps, which scores 1/100 on our index; Charmed Beauty 918, also scoring 1/100; Bubbly Belle and Breathe Handcrafted, each scoring 2/100; and Burgeon Skincare, which scores 4/100. Small-batch soap makers, independent skincare labs, and family-run bath brands dominate this list: companies focused on product, not politics.

At the other end of the spectrum, values-first shoppers may want to research Estée Lauder, rated 100/100 on our index, Dove, rated 90/100, and Benefit, rated 67/100, before adding them to the cart. Every brand below is scored on our six criteria: ESG, DEI, Pride sponsorships, HRC CEI rating, political donations, and the CEO Action pledge.

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