Your Complete Guide to VE Cosmetics: Makeup, Skincare & More

In a world where beauty standards often lean towards the conventional, VE Cosmetics stands as a beacon for the alternative community. Founded in 2015, this UK-based indie brand has carved a niche by offering vegan, cruelty-free, and ethically crafted cosmetics that celebrate individuality and self-expression. With a distinctive gothic and witchy aesthetic, VE Cosmetics caters to those who seek alternative styles without compromising on ethical values.

VE Cosmetics Origins and Ethos

A Vision Born from Personal Experience

VE Cosmetics was founded by a female individual with autism and dyspraxia (AuDHD). She sought to challenge industry norms through ethical practices and inclusivity. The brand was one of the first in the UK to produce a completely vegan and cruelty-free cosmetics line. It emphasised the importance of transparency and integrity in the beauty industry.

Commitment to Ethical Practices

From its inception, VE Cosmetics has maintained a steadfast commitment to being 100% vegan and cruelty-free. The brand ensures that none of its products go through animal testing and do not contain animal-derived ingredients. This dedication extends to their supply chain, as they do not conduct, commission, or condone any animal testing, nor do they purchase supplies from companies that test on animals

Image of Lynsey by Lou Sinner Photography

Product Offerings

VE Cosmetics Eyeshadow Palettes

VE Cosmetics offers a range of eyeshadow palettes that cater to various tastes within the alternative community. Each palette offers unique themes and colour stories, ensuring that there’s something for everyone.

Resistance Is Futile (Cradle of Filth x VE Cosmetics): A collaboration with the gothic metal band Cradle of Filth, this palette features bold, dark hues that embody the band’s aesthetic.
Manifestation Palette: Inspired by the mystical and the occult, this palette offers a mix of vibrant and deep tones, perfect for creating otherworldly looks.
Freakshow Alice Bizarre x VE Cosmetics Collab: A partnership with SFX artist Alice Bizarre, this palette combines theatrical colours suitable for both everyday wear and dramatic transformations

As Above So Below Palette

Eye Products (Beyond Palettes)

VE Cosmetics’ eye collection extends beyond eyeshadow palettes to include liners, mascaras, and brow products that define and dramatise every look.

Coven Liquid Eyeliner: A richly pigmented black liner with a precision tip for creating sharp wings and bold graphic lines.
Lash Magic Waterproof Mascara: A volumising and lengthening formula that enhances lashes without clumping or smudging.
Brow Magic Pomade: Available in multiple shades, this creamy pomade allows for sculpted, long-lasting brows that withstand daily wear.

Each formula is vegan, cruelty-free, and designed for creative self-expression, whether you prefer subtle definition or full gothic drama.

Lash Magic Mascara

VE Cosmetics Lip Products

VE Cosmetics’ lip products are perfect for making a statement. From bold liquid lipsticks to shimmering glosses, each product provides high pigmentation and long-lasting wear.

Poisonous Lip Drip Gloss: A multi-chrome gloss that shifts in colour, adding a mystical touch to any look.
Witchcraft Liquid Lipsticks: Matte finish lipsticks available in various shades, offering both bold and subtle options for different occasions.

Poisonous Lip Drip Gloss Hemlock

Venus Liquid Matte Lipstick

Face Products

To complement their eye and lip products, VE Cosmetics offers face products that enhance the overall makeup experience.

Witchcraft Foundation Samples: Allowing customers to try before they buy, these samples help in finding the perfect match for various skin tones.
Divine Highlight: A highlighter that adds a radiant glow, suitable for achieving an ethereal finish.

Divine Highlighter

VE Cosmetics Perfumes and Skincare

Under the Haunted Alchemist line, VE Cosmetics has branched into fragrance and skincare that mirror their darkly romantic aesthetic.

•Alchemist Perfumes: These cruelty-free fragrances feature rich, layered notes, from smoky resins and dark florals to earthy wood, perfect for those drawn to unconventional, mood-driven scents.
Haunted Alchemist Facial Serum and Moisturiser: Formulated with skin-nourishing botanicals and plant-based oils, these products support hydration and radiance while staying true to the brand’s ethical roots.

The collection captures VE Cosmetics’ philosophy of beauty as ritual, transforming daily self-care into something magical and intentional.

The Crone (10ml) Perfume

Accessories

VE Cosmetics also offers an array of accessories that complement their product range and enhance the makeup experience.

Gothic Vegan Brush Set: A vegan, cruelty-free brush collection featuring sleek black handles and soft synthetic bristles for flawless application.
Spellbound Lash Applicator: A practical yet stylish tool designed to help apply false lashes with ease and precision.
Compact Mirrors and Makeup Bags: Adorned with VE’s signature gothic motifs, these pieces merge function with the brand’s dark, alternative style.

Each accessory embodies VE Cosmetics’ dedication to artistry and self-expression, offering tools that are as beautifully designed as they are effective.

Gothic Vegan Brush set (11 brushes)

VE Cosmetics Ethical and Environmental Initiatives

Sustainability Efforts

VE Cosmetics is dedicated to environmental sustainability. As of October 2023, the brand has planted over 3,856 trees, contributing to reforestation efforts and aiding biodiversity

Packaging Practices

The brand prioritises eco-friendly packaging materials, aiming to reduce waste and environmental impact. While specific details on packaging materials are not disclosed, VE Cosmetics’ commitment to sustainability is evident in their overall practices.

Community Engagement and Cultural Impact

Embracing Diversity and Inclusivity

VE Cosmetics is more than just a beauty brand; it’s a community. The brand actively engages with its customers, encouraging them to express their individuality and embrace their unique identities. Through initiatives like the “Join the Coven” program, VE Cosmetics fosters a sense of belonging among its followers.

Collaborations with Artists and Influencers

Collaborations play a significant role in VE Cosmetics’ strategy. By partnering with artists and influencers who align with its values, the brand amplifies its reach and connects with a broader audience. These collaborations often result in limited-edition products that reflect the unique styles of the collaborators.

Customer Feedback and Reception

Positive Reviews

Customers have lauded VE Cosmetics for its high-quality products and ethical practices. The brand’s commitment to being vegan and cruelty-free resonates with many, and the bold, alternative aesthetics are appreciated by those seeking unique beauty products.

Areas for Improvement

Some customers have noted that shipping costs can be high, especially for international orders. However, VE Cosmetics offers free shipping on orders over certain thresholds, which can help mitigate these costs.

Conclusion

VE Cosmetics stands out in the beauty industry by combining ethical practices with bold, alternative aesthetics. As a vegan-owned and operated brand, it caters to those who seek unique, high-quality products that align with their values. Through its commitment to sustainability, inclusivity, and community engagement, VE Cosmetics continues to redefine what it means to be beautiful in a way that is both ethical and expressive.

Get To Know Lynsey

Can you tell us the story behind VE Cosmetics? What inspired you to start the brand?
VE was born out of both frustration and passion. At the time, I couldn’t find a fully vegan makeup brand that also spoke to my love of bold, alternative colours. Everything seemed to be either “vegan but beige” or colourful but not cruelty-free. I felt like I was constantly missing out — so instead of compromising, I decided to create it myself. What started as filling a gap for me has grown into building a space for others who felt the same way: that beauty should be ethical, expressive, and unapologetically different.

What was the very first product you created, and how did it come about?
Do you mean my very first attempt, or the first product I actually sold? My very first attempt was a red lipstick — it came in a little tub and had to be applied with a brush. It wasn’t exactly what I envisioned, but it was a start. Like many beginnings, there were some spectacular fails along the way, but each one paved the path to the products you see today.

How did your background influence the values or direction of the brand?
I’m vegan so the brand had to encompass those values for me, there wasn’t any other way of doing things as far as i was concerned. Its definitely put us on the back foot and cost us a lot more money regards formulations at the beginning but i wouldnt have done it any other way.

Your products are vegan —why are these values important to you?
I’m vegan. I couldn’t in good conscience create anything that went against my own personal ethics. That was the whole point of creating VE Cosmetics.

How do you ensure your ingredients are ethically sourced and eco-friendly?
The beauty industry doesn’t always have clear certifications for every ingredient, so I’ve made it a point to remove anything with questionable sourcing from our supply chain entirely. A good example is mica — it’s an industry often linked to child labour, so we made the choice to only use synthetic mica instead. On the eco-friendly side, we’re continuously phasing out plastics wherever possible, and each time we restock or reformulate, we review packaging and ingredients to ensure we’re not using things like microplastics. It’s an ongoing process, but one I take very seriously.

What is your product creation process like—from idea to finished jar?
It’s usually me wanting a product that doesn’t exist and doing everything I can to bring it into existence. Now I’m in a wonderful place where I have access to some amazing formulation chemists so I often send them lots of annoying emails and ideas and see what comes back. I also have a degree in a chemistry based subject so its really aided the process that i have that knowledge to build from.

Are there any hero ingredients you love working with, and why?
Patchouli & Neroli oils, they’re so calming.

Which product do you think best represents the brand and why?
The Original Grimoire. When we released that it encompassed so much of us as a brand, from its deep cold tone colour story, to the packaging and the words inside. Unfortunately we have discontinued it this year but are hoping to release new version outinto the world soon.

How do you engage with your customers and take on feedback?
We connect with our community mainly through socials, and I make it a priority to respond personally as often as I can. Feedback is something I truly value — as long as it’s constructive, I take it seriously and use it to keep improving. VE was built with the Coven in mind, so listening to our customers isn’t just important, it’s part of who we are.

Have any customer success stories or testimonials stood out to you?
Yes, so many! One that always makes me smile is from a customer who said our products gave them the confidence to attend a goth festival for the first time in years because they finally felt themselves again. We’ve also had people write in saying they’ve switched entirely to cruelty-free beauty because of VE, which is exactly the kind of ripple effect we hoped to inspire.

Which product is your best-seller, and what do you think makes it so popular?
Our Put Your Stamp On It eyeliner stamps and our liquid matte lipsticks are consistently top sellers. I think they’re so popular because they blend practicality with personality. They’re easy to use, long-lasting, and let people express themselves with symbols of power and shades that aren’t just the “mainstream safe” ones.

What has been the most challenging part of building your brand?
Honestly? Balancing ethics with survival. From the very start we refused to use animal derived ingredients such as carmine, beeswax etc or sell in markets that require animal testing. That meant saying “no” to shortcuts, even when it made things harder. But it’s also the decision I’m proudest of.

What’s one milestone that made you feel “this is really happening”?
Being featured in Forbes definitely felt surreal, but for me it was actually the first time I saw someone I didn’t know, in the wild, wearing VE lipstick. That was my “oh wow, we’ve conjured something real” moment

How do you stay inspired and motivated in such a competitive space?
I stay connected to the Coven, our community. Their creativity, their feedback, their stories keep me inspired. And I remind myself that VE was built as a safe, alternative space in beauty. That purpose carries me through the noise of competition.

Are there any exciting new launches or projects in the works?
Always! Right now, we’re working on expanding The Haunted Alchemist fragrance line, as well as a new palette. I can’t say too much, but let’s just say it’s dripping with magick.

Do you have plans to expand your product line or explore other wellness areas?
Yes, we’re slowly weaving more into fragrance, skin prep, and ritual-inspired self-care tools. I don’t want VE to be just makeup I want it to feel like a full ritual of empowerment.

What is your vision for VE Cosmetics in the next five years?
To keep growing while staying true to our roots. I’d love to see VE more global, more collaborative (especially within the gothic/alt music scene), and continuing to prove that independent, ethical brands can thrive without compromise.

Bear in mind that some of the links in this post are affiliate links and if you go through them to make a purchase I will earn a commission. Keep in mind that I link these companies and their products because of their quality and not because of the commission I receive from your purchases. The decision is yours, and whether or not you decide to buy something is completely up to you.

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