BY BETH WEITZMAN
Plant-based beauty has evolved far beyond the basics. Today’s vegan brands deliver impressive performance without compromising ethical, sustainable principles — proof you don’t have to choose between conscience and results.
CLEAN AF COMPLEXION: LAWLESS. SEAMLESS SKIN. SET TO STAY.
Annie Lawless launched LAWLESS Beauty in 2017 with the mantra “Clean AF. Clinically Proven. High Performance.” She wanted to prove that clean beauty could actually perform. Case in point: Forget The Filler Foundation ($43) — substantial coverage that feels featherlight, powered by Maxi-Youth, a biofermented, biomimetic hyaluronic complex that boosts HA synthesis and turnover to smooth texture, soften lines, and improve elasticity over time. A glycerin + caprylic/capric triglyceride blend reinforces the barrier while vitamin E adds antioxidant comfort. Proprietary “Octopus” pigment technology interlocks coated pigments for better adhesion, glide, payoff, and wear, while Planet Powders — a first-of-its-kind, responsibly sourced, bio-derived, microplastic-free spherical powder — adds color transparency and a soft-focus blur. It delivers 12-hour wear and checks every box: clean, vegan, dermatologist-tested, noncomedogenic, and fragrance-free — and it’s available in 33 shades. Pair with Skin Smoothing Perfecting Powder ($39) — a vegan, talc- and silicone-free, clinically tested, weightless soft-matte setter powered by LAWLESS’s optical-blurring complex (China Clay to absorb oil and even tone, Phytosqualane to maintain moisture balance, Perlite to control shine) — available in seven shades. Use the dual-ended MultiUse Powder Brush ($31) for all-over blurring, precise setting, and seamless perfecting. Available at Sephora, www.sephora.com, and www.lawlessbeauty.com.
FROM HBO’S EUPHORIA TO EVERYDAY: HALF MAGIC’S NEW GLIMMER POP
Best known for her Emmy Award–winning makeup on HBO’s Euphoria — which inspired the global #euphoriamakeup movement — Donni (Doniella) Davy channels her on-set artistry into everyday looks with Half Magic, a vegan line powered by intensely saturated pigments, from bold mattes to multidimensional shimmers. Fall’s new shade, GLITTERPUCK Pressed Fairy Dust in Glimmer Pop (Icy Champagne), is a go-with-everything chic neutral that lights up eyes, face, and body. This innovative, water-infused pressed glitter glides on like a gel and sets with powder-strong grip for crease-resistant, fallout-free, and mess-free wear for up to eight hours. Apply lightly for a dreamy, sophisticated sparkle, or layer over eyeshadow or eye paint for extra-intense, multidimensional shine. For the most impact, tap on with fingers; use the included sponge for a soft body glow; or reach for the Baby Paw Blush Brush ($20, sold separately) when you want concentrated sparkle. The magic doesn’t stop at performance — sustainability is built in: the cap uses 30% postconsumer recycled content, the jar is 100% glass, and both can be returned through Half Magic’s mail-back program. $29.50 at www.halfmagicbeauty.com, www.ulta.com and ULTA.
GENUIST BEAUTY: THE BROW WHISPERER’S TOTAL BROW CARE SYSTEM
Led by nationally recognized brow guru Alyson Howard-Hoag — founder of Atlanta’s award-winning Authentic Beauty cosmetics brand and full-service makeup salon — Genuist Beauty builds on her three decades of working with celebrities, CEOs, and thousands of real women to help them discover their authentic beauty. Launched in 2023, this vegan, plantbased brand takes brows seriously with its Total Brow Care System of five products. Roller Brow combines a derma roller with a serum packed with Capixyl and acetyl tetrapeptide-3 (clinically proven ingredients for hair growth). Revival Brow handles daily conditioning, while Brow Renewal does the heavy lifting overnight. The Roller Brow Defining Pen fills in gaps with natural-looking staining technology, and Brow Primer gives a flexible hold that won’t make your brows feel crunchy. The brand also offers Tiny Liner ($32, sold separately), a game-changer for anyone who’s struggled with traditional eyeliners. It’s specifically designed for beginners, hooded or mature eyes, and anyone with shaky hands or looser skin. The packaging is thoughtfully designed with Pact Collective to be either reusable or recyclable. $291.00 at www.genuistbeauty.com.
CHARGED HYDRATION: MILK’S ELECTROLYTE LIP BALM
Born at Milk Studios in downtown NYC, Milk Makeup was created by Mazdack Rassi, Dianna Ruth, Georgie Greville, and Zanna Roberts Rassi, with every product developed in-house. The brand’s approach: start with good ingredients and craft effective formulas, resulting in a 100% vegan, cruelty-free, and parabenfree line. The BALMADE Electrolyte Lip Balm incorporates an electrolyte complex of organic zinc, copper, and magnesium salts to retain moisture, while banana juice supports water balance, coconut extract soothes, and aloe vera conditions. This clean, tinted balm glides on smoothly without stickiness, delivering a perfect splash of sheer color, glossy shine, and a subtle plumping effect. It works well alone or layered over Lip + Cheek or Cooling Water Jelly Tint for added color. The formula is vegan, cruelty-free, silicone-free, gluten-free, and clinically tested as non-irritating. Seven shades are available: Pump (warm beige, apricot), Refresher (bright pink, raspberry), Juiced (bright lavender, blackberry), Quench (brown beige, coconut), Ion (light pink, white peach), Werk Out (dusty rose, melon), and Electron (clear shimmer, lemon). $16 (12 mL/0.4 fl oz) at www.milkmakeup.com, Sephora, Kohl’s, and ULTA.
