Most Popular “Cruelty-Free” Brands Are NOT Cruelty-Free

You know the big honchos of the cruelty-free makeup industry. Becca, Tarte, Too Faced, Urban Decay, and Kat Von D. While the BRAND is cruelty-free, these brands fail to mention that these makeup brands are owned by parent companies that test on animals. I have only recently learned about these “cruelty-free” companies, and I am now searching for REAL cruelty-free beauty product alternatives. These big companies want to trick consumers into thinking they are supporting a 100% cruelty-free business. They refuse to stop animal testing and to stop selling to countries that require it. When buying skincare or makeup, I used to search “[Insert Brand] cruelty-free”, and if a cruelty-free blog/organization said it was cruelty-free, I would just trust it and buy the product. Do not trust PETA’s cruelty-free list, brands can easily be added. They consider Smashbox cruelty-free, despite that they sell to China. These cruelty-free labels are given to brands even when their parent company tests on animals. So I suggest to DO YOUR OWN RESEARCH. Check to see if the brand has a parent company and check the parent company’s history on animal testing.

I found this AMAZING cruelty free website, Cruelty-Free Kitty, that addresses these issues and will tell you if a parent company tests on animals.

Kosé

Kosé is a Japanese beauty company. In their policy, it states that they “will continue to observe our policy of not conducting animal testing…”. HOWEVER below that statement, it says, “This excludes instances where we are help responsible by society to evidence the safety of a product or where it is required by administrations in particular countries.” One of the most important of those countries includes China.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by Kosé

  • Tarte

L’Oreal

L’Oreal is VERY shady, when it comes to misleading their customers about animal testing policies. On their FAQ page, it is full of BS.

First BS: “L’Oreal does not rest any of its products or any of its ingredients on animals…”. HOWEVER, they later say that they sell to China and, “the health authorities still require and carry out animal testing for certain products.” China is definitely guilty of its animal testing policy. Still, L’Oreal is NOT innocent, they chose to test animals to make EVEN MORE money.

Second BS: In response to a question on why they still are present in China, the company responds, “By being present in China, L’Oreal can enable the regulation to evolve.” Which is BS. They sell in China because of the MONEY, not for a moral obligation or duty to fight against animal cruelty.

And this is just the beginnig. Read Cruelty-Free Kitty’s article to learn more about L’Oreal’s deception.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by L’Oreal

  • IT Cosmetics
  • Urban Decay
  • NYX Professional Makeup
  • Pureology

Estée Lauder

Estée Lauder follows Kosé and L’Oreal playbook about justifying that they sell their products in China. They say how they have, for decades, fought against animal testing. And how “animal testing on cosmetic products exists if a regulatory body demands it for its safety or regulatory assessment.” Then, they justify selling in China, saying that they sell to China to end animal testing. And has ABSOLUTELY NOTHING to do with the retail trade revenue of cosmetics in China is almost 22 billion yuan. EYE ROLL

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by Estée Lauder

  • Aveda
  • Becca
  • Smashbox
  • Too Faced
  • Bumble and Buble
  • LE LABO

Coty

Coty also claims they “do not test our products on animals and are committed to ending animal testing across our industry.” And say that they sell in China where they “continue to be involved in the dialogue with the Chinese authorities… to find alternatives to their use of animal testing.” *Double eye roll*

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by Coty

  • Covergirl

Shiseido

Shiseido doesn’t seem to address their animal testing policy on their website. I did find a statement about them taking initiatives towards eliminating animal testing, but like previous companies, by continuing to sell to China.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by Shiseido

  • Laura Mercier
  • Buxom
  • bareMinerals
  • Drunk Elephant (COMING SOON)

LVMH

LVMH has been involved in the exotic fur and skin trade in the fashion industry. They continue to use animal skin, but have started to say it is “responsibly sourced”. This was a result of PETA releasing a video featuring animal abuse on crocodile and ostrich farms of their direct suppliers. And multiple of their brands continue to use animal skin and fur regularly.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by LVMH

  • Fenty Beauty (disappointed in Rihanna 😦 )
  • Fresh
  • Kat Von D
  • Benefit Cosmetics
  • Marc Jacobs Beauty

UniLever

Some of their ingredients they test on animals and they sell in China, which requires animal testing.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by UniLever

  • Hourglass
  • Dermologica
  • Murad

Procter & Gamble (P&G)

P&G has joined in the effort to ban animal testing worldwide with funding non-animal testing methods. HOWEVER they continue to sell in China. Another company that claims that their biggest passion is to end animal testing, but refuses to miss out on making more money.

Makeup/Skin Care brands that claim they are cruelty-free, but are owned by P&G

  • Herbal Essence

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