Pacifica Beauty

Pacifica Beauty was founded in 1996 by Brook Harvey-Taylor and her husband Billy Taylor, starting with candles and perfume before expanding into a full colour-cosmetics and skincare line. Long before clean beauty became a retail category, the brand committed to 100% vegan and cruelty-free formulas, and it has stayed there while growing into mass retailers.

What sets Pacifica apart is the price bracket it occupies: genuinely vegan makeup and skincare sold at drugstore prices in Target, Ulta and grocery chains, rather than at the premium clean-beauty brands typically charge. It also runs a well-known packaging take-back and recycling programme, and its fragrance roots still show in the range of rollerball perfumes and scented body products sold alongside the makeup.