SHAH ALAM - As global boycotts against Israeli-associated and pro-Zionist beauty brands grow stronger, beauty enthusiasts are exploring new options.
Major brands like L'Oreal, La Mer, Dior, Coco Chanel and Maybelline are increasingly being overlooked in favour of more ethical alternatives.
Here are some brands that are not in the Boycott, Divestment and Sanctions (BDS) list:
1. Charlotte Tilbury
Renowned for its luxurious beauty products, this brand has not only made a name for itself in the world of high-end cosmetics but also among those listed as BDS-safe.
The brand features a selection of iconic products, from the cult-favourite Magic Cream to the popular Pillow Talk collection of lipsticks and eyeshadows, known for their quality and sophistication.
Founded by Charlotte Tilbury, the company is also certified cruelty-free, with approval from Cruelty-Free International Leaping Bunny programme.
2. Anastasia Beverly Hills
Best known for its brow products and often credited as the "inventor of brows," Anastasia Beverly Hills is a BDS-friendly brand with no association with Israel.
The brand founded by Anastasia Soare regularly features hijabi models in its campaigns.
Among its popular products are the iconic Brow Freeze gel and brow pen, as well as a variety of lip liners and glosses.
3. Huda Beauty
Founded by American-Iraqi entrepreneur Huda Kattan, Huda Beauty has garnered attention not only for its makeup products but also for Kattan's outspoken support for Palestine since 2018.
Her stance attracted new customers who shared her views, while also solidifying loyalty among her existing followers.
She also posted a video on her Instagram account responding to the threats made against her "to be silent" about her stance on social media.
"I am willing to risk my entire business, everything that I have on that, in search of the truth and justice," she said.
In October, last year, she donated USD$1 million to humanitarian organisations Human Appeal and Doctors Without Borders to support displaced Palestinians.
Her beauty brand, founded in 2013, has now accumulated over USD$1.2 billion in net worth.
4. Pixi Beauty
Pixi Beauty offers affordable products and has no links with any Israeli brands or causes.
One of its latest products is the stick blush, which has gained popularity for its budget-friendly price and appeal among users.
Founded by Petra Strand in Soho, London, in 1999, the brand is now run by her family member, Felix, keeping it family-owned.
Pixi Beauty has has shown no vocal support for Israel on social media.
Known for both long-wearing makeup and skincare, Pixi products are available online and in stores.
5. Sunday Riley
Founded by Sunday Riley, a cosmetic chemist and household name, this skincare line is renowned for being cruelty-free, vegan and importantly, not listed under the BDS boycott list.
Its products stand out for their use of non-toxic, effective ingredients, giving them a competitive edge in the skincare market.
One of the brand’s most acclaimed lines is Good Genes, which includes hydrating and exfoliating treatments through facial serums and creams.
Despite premium pricing, customers consistently report impressive results, keeping the brand highly relevant in the beauty industry.