Make Up For Ever is NOT cruelty-free.
This means that this brand tests on animals or finances animal testing. Some brands that fall under this category test on animals where required by law, which means they're not cruelty-free.
Make Up For Ever is owned by LVMH, a company that tests on animals.
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|
|Certifications||No (on PETA's "do test" list)|
|Parent company||LVMH (not cruelty-free)|
Make Up For Ever's Official Animal Testing Policy
“We do not test our products on animals.
Since 1989 we have been deeply committed to the elimination of animal testing, long before the 2013 European Union ban. We are actively working to promote the development, validation, and recognition of alternative methods, notably through the European trade association for the cosmetics industry (Cosmetics Europe) and our support for the “European Partnership for Alternative Approaches to Animal Testing”.
MAKE UP FOR EVER exports its products worldwide, including to China, where the authorities require us to make our products available to be tested in state-certified laboratories for registration purposes, and before any marketing. We would like to stress that these tests are not carried out by us, the brand, but by Chinese authorities. Recently, this major constraint has evolved favorably since some in vitro tests validated by the European Union are now recognized by the Chinese authorities for the evaluation of ingredients. These encouraging positive signs seem to reflect a willingness from local authorities to harmonize their practices with international scientific approaches to risk assessment of cosmetic products.”
What This Means
Although Make Up For Ever opens by claiming their brand does not test products on animals, this doesn’t automatically make them cruelty-free. For one, in order to truly be cruelty-free, brands must also confirm that their ingredients aren’t tested on animals, that their suppliers don’t test on animals, and that no third parties test on animals on their behalf.
Make Up For Ever doesn’t mention their ingredients or their suppliers. They do however admit that third parties test their products on animals on their behalf in China. For these reasons, this brand is not cruelty-free.
No Animal Testing Policy On Their Website
Make Up For Ever doesn’t share an animal testing statement on their website. They do have a FAQ, which contains over 50 questions, however none of them address animal testing or their cruelty-free status. The closest question is in regards to their vegan products, and reads:
“ARE MAKE UP FOR EVER PRODUCTS VEGAN?
Please email us at firstname.lastname@example.org to inquire about the product you are interested in.”
We believe this answer aims to mislead customers, since they’re implying that they do offer vegan products. Although technically, products can be vegan (contain animal ingredients) without being cruelty-free (tested on animals), many vegan shoppers agree that products should be both cruelty-free and vegan for them to use the products.
Since their FAQ doesn’t have an animal testing policy, we reached out to Make Up For Ever and received the policy above.
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About Make Up For Ever
Make Up For Ever (commonly referred to as Makeup Forever) is a French makeup brand owned by LVMH. They can be found at Sephora as well as boutique stores worldwide. Their goal is to be a go-to brand for makeup artists and professionals.
Why We Classify Brands Like Make Up For Ever 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.