Non-Woke Cosmetics Brands

Browse 40 Cosmetics brands rated on the BuyWokeFree woke index. 39 are rated Not Woke.

Few industries embraced corporate activism as enthusiastically as beauty, and few have held onto it as tightly. While much of corporate America pulled back through 2024 and 2025, with Axios reporting in May 2025 that major U.S. companies were ending Pride sponsorships outright, the beauty sector largely moved in the opposite direction: retailers Ulta, Sephora, and Sally Beauty all publicly reaffirmed their DEI commitments in early 2025, according to Beauty Independent, even as Target, Walmart, and Amazon scaled theirs back.

That makes cosmetics one of the trickiest categories for conservative shoppers to navigate. Makeup and skincare purchases are personal and frequent, and those dollars often flow to companies that fund causes many of our readers oppose. The good news: 39 of the 40 cosmetics brands we rate score Not Woke on our index, and most of them are small, independent makers.

Our Top Woke-Free Cosmetics Picks

If you want the lowest wokeness scores in the category, start with Beauty Storeology, which leads the category at 1/100, and Her Thee Beauty, also scoring 1/100. Nessa's Naturals LLC scores 2/100, Aura Lavender Beauty scores 2/100, and Taylor Made Organics scores 4/100, giving values-first shoppers plenty of options.

At the other end of the spectrum, Benefit is rated 67/100 on our index, the highest score in this category, making it one brand values-driven shoppers may want to research further before buying.

Every brand below is scored on our six criteria: ESG, DEI, Pride sponsorships, HRC CEI rating, political donations, and the CEO Action pledge.

A Natural Beautie — 1/100 Not Woke A Natural Beautie is owned by Lisa Bee, a retired nurse of 24 years who turned pain into passion. The company provides services and trainin…
Adrianne K Clean Beauty — 3/100 Not Woke Adrianne K Clean Beauty offers durable nail polish and skincare products. This beauty and wellness brand features luxurious, non-toxic form…
Ageless Beauty Pro — 5/100 Not Woke Agelessbeautypro is a licensed beauty and wellness esthetician specializing in professional anti-aging products and devices. It incorporate…
All Seasons Beauty — 3/100 Not Woke Owned by a 3x certified make-up artist, All Seasons Beauty is a dedicated beauty artist specializing in permanent make-up techniques, parti…
Allison Elliott Beauty — 2/100 Not Woke Beauty and wellness brand Allison Elliott Beauty has 20 years of experience in the makeup industry. This freelance HMU artist based in LA h…
American Beauty By Sara — 1/100 Not Woke Established by Sara Gonzales, American Beauty By Sara is a beauty and wellness brand offering cruelty-free, vegan cosmetics and skincare pr…
American Honey Lashes — 1/100 Not Woke American Honey Lashes is a beauty and wellness brand that offers 100% cruelty-free luxury lashes that can be worn up to 20 times with prope…
American Woman Beauty — 3/100 Not Woke American Woman Beauty is a beauty and wellness brand that offers high-quality, USA-made beauty products. Their mission is to celebrate and…
Aniise Beauty — 4/100 Not Woke Aniise Natural Skin Care and Cosmetics is a beauty and wellness brand that blends natural ingredients with innovative formulations. They cr…
Artonit Cosmetics — 1/100 Not Woke Artonit Cosmetics is a beauty and wellness brand that merges artistry and beauty, offering pigment-rich lip glosses and artistic compacts c…
Ascent Beauty — 3/100 Not Woke Ascent Beauty is a luxury brand specializing in high-quality eyelash extensions and beauty supplies. Their product range includes exception…
Aspire Cosmetics — 1/100 Not Woke Aspire Cosmetics is a beauty and wellness brand that offers a vibrant range of vegan, 10-free and 21-free nail lacquers and eye colors. The…
Attain Cosmetics — 1/100 Not Woke Attain Cosmetics is a beauty and wellness brand that offers high-quality, hypoallergenic, and vegan nail care products. Their cruelty-free,…
Aura Lavender Beauty — 2/100 Not Woke Aura Lavender Beauty is a beauty and wellness brand specializing in professional teeth whitening and airbrush spray tanning at Aeink Studio…
Beauti By Design Cosmetics — 1/100 Not Woke Beauti by Design Cosmetics focuses on empowering customers with cruelty-free, vegan, and gluten-free makeup products. They take pride in th…
Beauty Releaf — 1/100 Not Woke Beauty Releaf is a beauty and wellness brand that crafts natural, clean skincare solutions. Their products, formulated in small batches, he…
Beauty Storeology — 1/100 Not Woke Beauty Storeology empowers customers to unleash their natural beauty with a curated selection of cosmetics. Offering skincare, hair care, a…
Bee-Causes, Inc. — 2/100 Not Woke Bee-Causes, Inc. is a beauty and wellness brand that specializes in Bee-Polished Nail Enamel, offering clean beauty that is cruelty-free an…
Benica'S — 2/100 Not Woke Benica's offers a diverse range of all-natural soap and beauty products crafted with care in North Central Arkansas. Founded by Jessica Kar…
Best Clean Beauty — 4/100 Not Woke Best Clean Beauty is a brand under Beauty & Wellness that is dedicated to crafting innovative, head-to-toe personal care products grounded…
Best World Lifestyle - Dr'S Secret Membership — 2/100 Not Woke Best World Lifestyle—Dr's Secret Membership is a beauty and wellness brand that empowers individuals with premium products and robust entre…
Bettericity, Llc — 1/100 Not Woke Bettericity is a beauty and wellness brand offering clean beauty products, including organic, hydrating, non-comedogenic face washes and li…
Blinking Owl Acres — 3/100 Not Woke Blinking Owl Acres is a brand under Beauty & Wellness that celebrates natural beauty by creating skincare and makeup rooted in holistic pra…
Body Bailout — 3/100 Not Woke Body Bailout is a brand under Beauty & Wellness that is dedicated to empowering individuals to honor their bodies as temples through holist…
Bosstime Beauty — 3/100 Not Woke BossTime Beauty is a beauty and wellness brand that offers smart and affordable makeup products tailored to your needs. Committed to qualit…
Brazen Bee Beauty — 1/100 Not Woke Brazen Bee Beauty offers custom skincare solutions tailored to individual needs, promoting toxin-free products. They provide a range of hig…
Candid Naturals — 4/100 Not Woke Candid Naturals offers clean beauty products focusing on health and environmental impact. They use minimal, effective ingredients and susta…
Chapter 3 Beauty Co — 2/100 Not Woke Chapter 3 Beauty Co offers eco-friendly, customizable beauty products that enhance self-esteem and confidence. They provide non-toxic, USA-…
Clean Beauty Bar — 1/100 Not Woke Clean Beauty Bar is a beauty and wellness brand specializing in clean skincare and custom spray tanning. They offer vegan, fragrance-free s…
Clean Beauty By Joy — 3/100 Not Woke Clean Beauty by Joy is a beauty and wellness brand that offers non-toxic, high-performance makeup made with skin-loving, natural ingredient…
Feral Cosmetics — 3/100 Not Woke Feral Cosmetics offers bold, vegan, and cruelty-free makeup products that celebrate individuality in the beauty and wellness world. Their h…
GO-NATURAL INC. — 3/100 Not Woke GO NATURAL® offers an all-in-one, self-adjusting cosmetic product designed to simplify beauty routines. Their professional-grade Magic Powd…
Her Thee Beauty — 1/100 Not Woke Her Thee Beauty is a U.S.-based Beauty and Wellness brand that specializes in makeup and skincare products designed for active women. Their…
La Sunflower — 4/100 Not Woke La Sunflower is a brand under Beauty & Wellness that is dedicated to offering high-quality, organic skincare products crafted without chemi…
Malina Organix — 4/100 Not Woke Malina, a Christian family-owned Beauty and Wellness brand, offers holistic skincare with natural ingredients, prioritizing skin health and…
Nessa's Naturals LLC — 2/100 Not Woke Nessa's Naturals LLC is a Minnesota-based boutique specializing in natural beauty products and self-care items. Offering mineral makeup, pa…
Our Aroma — 1/100 Not Woke Our Aroma is a beauty and wellness brand dedicated to creating effective, safe, and sustainable products. It uses simple, powerful ingredie…
Taylor Made Organics — 4/100 Not Woke Taylor Made Organics is a brand that offers organic skincare and makeup inspired by family traditions and a commitment to non-toxic beauty.…
V.Vero Organic Skincare & Makeup — 4/100 Not Woke V.VERO is a beauty and wellness company with a range of natural and organic skincare products in the USA. They offer anti-aging solutions,…
Benefit — 67/100 Woke Benefit Cosmetics is a fun and playful beauty brand known for its brow products and cheeky names. They offer a range of makeup and skincare…

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