Suzana Rose

Fresh is NOT cruelty-free.

This means that this brand either tests on animals, pays for animal testing, or sells in mainland China. Some brands that fall under this category test on animals where required by law, which means they're not cruelty-free.

Fresh isn't owned by a parent company that is not cruelty-free.


At a Glance

Finished products tested on animals Yes, where required by law
Ingredients tested on animals Uncertain
Suppliers test on animals Uncertain
Third party animal testing Yes, where required by law
Sold in mainland China Yes

Fresh's Official Animal Testing Policy

“Fresh does not test our products on animals. We are deeply committed to the elimination of animal testing. We actively participate in validation studies of new alternative tests in the framework of the European cosmetics association, Cosmetics Europe.

We are one of only a few companies to have invested in creating our own internal department specifically dedicated to alternative methods applicable to the safety evaluation of raw materials and cosmetic products, in order to ensure both total control over raw materials and complete security of cosmetic products for consumers, which is our top priority.

As a result, all Fresh products undergo very strict tolerance tests using non-animal methods during the development of each product to ensure quality and safety prior to market.

Our products are made in Europe and USA, and for imported cosmetics the Chinese health authorities require companies to make their products available to the authorities to be tested in state-certified laboratories for registration purposes only, as it is currently their only recognized method to demonstrate product safety. These tests are not carried out by us, but by the Chinese authorities.”

What This Means

Although Fresh claims not to test their finish products on animals themselves, they do allow third parties to test these products on their behalf where required by law. Fresh also sells cosmetics in mainland China, and as stated above, the Chinese authorities do test these products on animals. For these reasons, Fresh is not a cruelty-free brand.

The statement above can be considered misleading, since the first paragraphs aim to give us the impression that Fresh is a cruelty-free brand. Don’t be fooled by these claims. If a brand pays to have their products tested on animals in China, this brand is not cruelty-free.

Incomplete Policy On Their Website

In the FAQ on their official site, Fresh list the question: What is Fresh’s position on animals testing?

The answer they give is incomplete, and leaves out the most important part: their involvement in China. Here’s a screenshot of the entire section:

The statement above emphasizes their work against animal testing, yet there’s no mention of their products actually being tested on animals in China. This is very misleading. When we reached out to Fresh, we received the policy listed above under “official policy”, which is more complete.

Moral of the story: Be careful when reading a brand’s animal testing policy, and always read between the lines and reach out to the company when in doubt.



Fresh is a high-end skincare and body care brand which can be found at Sephora. They’re also available in some department stores such as Nordstrom, and they have standalone stores. They’re owned by LVMH.

Why We Classify Brands Like Fresh As “Not Cruelty-Free”

The term “cruelty-free” is unregulated. This means any brand can claim to be cruelty-free without breaking the law, even if they test on animals.

Because of this, we communicate with brands directly to gather information about their full animal testing policy.

Brands who are classified as “not cruelty-free” break one or more of the Cruelty-Free 5:

  • Their company engages in animal testing
  • Their suppliers engage in animal testing
  • They allow third-parties to test on animals on their behalf
  • They test on animals where required by law
  • They knowingly sell cosmetics in stores in mainland China, where animal testing could be performed

A supplier is any company that sells the brand raw materials, ingredients, or finished products. A third-party is an outside company or entity, whether or not it’s hired by the brand.

What’s The Deal With China?

Many beauty brands choose to sell their products in China. It’s important to note that these companies can not be considered cruelty-free.

As of 2020, China still requires most cosmetics to be tested on animals in order to be sold in the country.

As for products which can bypass these mandatory tests, the Chinese authorities may still pull these products from the shelves and have them tested on animals. Although the chance is small, we believe that companies can not be considered “cruelty-free” while taking this risk.

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