This Lily Lolo review covers a brand that has been quietly doing clean makeup since long before the phrase existed. Lily Lolo is a natural makeup label from London, sold in the US and Canada from lilylolo.us, and it describes itself as the original healthy mineral cosmetic brand from Europe.
The pitch is simple, clean and vegan makeup. Below is what that actually means in the products, which pieces are genuinely worth your money, and the honest caveats you will not find on the product page.
What Lily Lolo actually makes
The range is narrower than most beauty sites and that is a strength. There is no endless shade drop or seasonal collection to keep up with. What you get is a core natural makeup wardrobe.
- Complexion: Mineral Foundation, sold in full size, in a sample pack and as a 10g refill sachet, plus a silicone-free Natural BB Cream.
- Powder: Finishing Powder in a light-diffusing translucent formula, Mineral Bronzer and Star Dust Shimmer.
- Cream products: the Cream Illuminator in Brilliance and Afterglow.
- Eyes and lips: the Volume Naturale Mascara and a ten-shade vegan lipstick collection, alongside the original natural lipstick line.
The mineral foundation is the product everything else orbits. Lily Lolo describes it as finely milled mineral pigments that buff to a flawless finish, made from all-natural ingredients, and says it is suitable for sensitive and blemish-prone skin. The brand also points to the high refractive index and light-reflecting mica as the reason it minimises the appearance of fine lines.
The free-from list is the real product
Most brands using the word clean leave it undefined. Lily Lolo does not. Across the mineral and lipstick lines the brand states its formulas are free of harsh chemicals, talc, additives, parabens, gluten, bismuth oxychloride, fillers, petroleum based chemicals and nano particles.
Bismuth oxychloride is the interesting omission. It is a common mineral makeup ingredient and a common complaint from people whose skin reacts to it, so leaving it out is a deliberate formulation choice rather than marketing garnish. If you have ever bought a mineral foundation that made you itch, that is the line in the ingredient list worth noting.
If you want the broader context on what these labels do and do not guarantee, our explainer on vegan versus cruelty-free is a useful companion.
The two products that define the range
The Volume Naturale Mascara is the standout
The newest hero and the easiest product to recommend. Lily Lolo describes the Volume Naturale Mascara as a full-bodied, ultra-creamy formula built for panoramic volume with a weightless feel, using mango seed butter, L-arginine and a natural wax complex.
What matters more than the ingredient list is the tagging around it: carbon black-free, fragrance-free, silicone-free, paraben-free, and flagged for sensitive eyes and contact lens wearers. Natural mascara has a long history of flaking, and the brand states this one is smudge-resistant with a fibre brush designed for volume, definition and separation.
It is tagged both Best Seller and award winning, and it is the product to start with if you want to test whether the brand suits you. See it at Lily Lolo.
The vegan lipstick line is better value than it looks
Ten shades, one formula, no gimmicks. Lily Lolo describes the vegan lipstick collection as a new formulation offering colour pay-off, staying power and hydration with no animal products or testing, formulated with grapeseed, argan and sunflower seed oils.
The shade names tell you the intent. Without A Stitch is a natural rose and Undressed is a cool, mauve-based nude, and both are tagged Best Seller. Around them sit Birthday Suit as a peachy nude, AU Naturel as a barely-there golden beige, Stripped as a deep rosy brown, Flushed Rose as a rich rose pink, Coral Crush as a bold warm coral and Mi Amor as a bold fuchsia pink.
The separate Scarlet Red Lipstick sits in the original natural line rather than the vegan one. Lily Lolo describes it as a raspberry red creamy lipstick packed with vitamin E, rosemary extract and organic jojoba oil, which is a different formula to the vegan range and worth knowing if you buy for a specific reason.
The sample packs are the brand best idea
Buying loose mineral makeup online is the single riskiest transaction in beauty, because the powder in the jar never looks like the powder on your face. Lily Lolo solves this better than most by selling sample packs for the products where it matters.
There is one for the Mineral Foundation, one for the Natural BB Cream, one for the Finishing Powder, one for the Star Dust Shimmer and a combined Bronzer and Shimmer pack. Between them they cover every product in the range where a wrong shade means a wasted purchase.
The foundation also comes as a 10g refill sachet once you know your shade, which is the cheaper long-term format and less packaging than repeat-buying the jar. Sample first, refill after, and you never buy a full size you cannot use.
The Star Dust Shimmer is a good example of why sampling matters. Lily Lolo describes it as an illuminating shimmer powder that acts as a light reflector, great for highlighting bone structure, and suitable for all skin tones, and it also suggests mixing it into body lotion. That is a product you want to test on skin before deciding how much of it you want.
Where Lily Lolo falls short
The BB Cream has allergens. Lily Lolo states plainly that the Natural BB Cream contains wheat germ, nut oil and fragrance. That is admirably transparent, and it also means the product is off the table for a chunk of the audience the brand otherwise serves well. Do not assume the mineral range free-from list applies to it.
Two lipstick formulas is confusing. The vegan collection and the original natural lipsticks sit side by side under similar names. If vegan is your reason for buying, read the product type before you add to cart, because Scarlet Red is listed as Lipstick rather than Vegan Lipstick.
Loose mineral powder has a learning curve. A jar of loose pigment is messier than a compact and takes practice to buff evenly. That is the format, not a flaw, but it is a real reason some people bounce off mineral makeup.
Is Lily Lolo worth buying?
Yes, with a specific shape to the recommendation. If your priority is a defined free-from list, a vegan formula and makeup that behaves well on sensitive or blemish-prone skin, Lily Lolo delivers that more precisely than most brands using the same vocabulary.
If you want high-coverage, long-wear, full-glam complexion products, this is not that brand. The mineral foundation is described as sheer, real and flawless rather than full coverage, and the bronzer is explicitly sheer and light.
The smart way in is a sample pack. Lily Lolo sells them for the Mineral Foundation, the BB Cream, the Finishing Powder, the Bronzer and Shimmer and the Star Dust Shimmer, which removes the shade gamble entirely. Start there, then buy full size. Our clean beauty makeup explainer covers what to look for beyond the label.
Lily Lolo FAQ
Is Lily Lolo actually vegan?
The brand describes itself as offering simple, clean and vegan makeup, and the vegan lipstick collection is stated to use no animal products or testing. The Finishing Powder is listed as mineral, vegan and gluten free. The original natural lipstick line is a separate formula, so check the product type on the listing.
Is Lily Lolo good for sensitive skin?
Lily Lolo states the Mineral Foundation is great for sensitive and blemish-prone skin types, and the Volume Naturale Mascara is tagged for sensitive eyes and contact lens wearers. The exception is the BB Cream, which the brand states contains wheat germ, nut oil and fragrance.
Where do you buy Lily Lolo in the US?
The official US and Canada storefront is lilylolo.us. You can browse the current range and the sample packs at Lily Lolo, and our 2026 vegan and cruelty-free brand roundup puts it in context alongside its competitors.