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Complete List of Cruelty-Free Brands Owned By A Parent Company That Tests On Animals

by Suzana Rose

Jan 22, 2021

Whether or not you avoid cruelty-free brands owned by a parent company that tests on animals, it's always good to have awareness. Some parent companies are also more ethical than others, so you might choose to purchase from some parent companies, and not others.

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I included the full list below, stating who owns each cruelty-free brand. You can also scroll to have a parent company view of all their brands, including some brands they own that we should all avoid.

Note that some companies on this list aren't 100% owned by the parent company (Kylie Cosmetics and The Ordinary). I included exactly how much the parent company owns.

List of Cruelty-Free Brands Owned by a Parent Companies That Test on Animals

This list features ALL cruelty-free brands owned by a parent company that isn’t cruelty-free, across all categories.

  • Aveda (owned by Estée Lauder)
  • bareMinerals (owned by Shiseido)
  • BECCA (owned by Estée Lauder)
  • Bite Beauty (owned by Kendo which is owned by LVMH)
  • Buxom (owned by Shiseido)
  • Caldrea (owned by SC Johnson)
  • Carol’s Daughter (owned by L’Oréal)
  • CoverGirl (owned by Coty)
  • Dermalogica (owned by Unilever)
  • DevaCurl (owned by Henkel)
  • Drunk Elephant (owned by Shiseido)
  • Ecover (owned by SC Johnson)
  • Hard Candy (owned by LVMH)
  • Hello (owned by Colgate-Palmolive)
  • Hourglass (owned by Unilever)
  • IT Cosmetics (owned by L’Oréal)
  • Kate Somerville (owned by Unilever)
  • Kenra (owned by Henkel)
  • KVD Vegan Beauty (owned by Kendo which is owned by LVMH)
  • Kylie Cosmetics (51% of the company owned by Coty)
  • Le Labo (owned by Estée Lauder)
  • Marc Jacobs Beauty (owned by Kendo which is owned by LVMH)
  • Method (owned by SC Johnson)
  • Molton Brown (owned by Kao)
  • Mrs Meyers (owned by SC Johnson)
  • Murad (owned by Unilever)
  • Nubian Heritage (owned by Sundial brands which is owned by Unilever)
  • Nyakio (owned by Sundial brands which is owned by Unilever)
  • NYX (owned by L’Oréal)
  • Ole Henriksen (owned by Kendo which is owned by LVMH)
  • Oribe (owned by Kao)
  • Pravana (owned by Henkel)
  • REN (owned by Unilever)
  • Schmidt’s Naturals (owned by Unilever)
  • Seventh Generation (owned by Unilever)
  • Shea Moisture (owned by Sundial brands which is owned by Unilever)
  • Smashbox (owned by Estée Lauder)
  • Tarte (owned by Kosé)
  • Tatcha (owned by Unilever)
  • The Ordinary (28%+ of the company owned by Estée Lauder)
  • Tom’s of Maine (owned by Colgate-Palmolive)
  • Too Faced (owned by Estée Lauder)
  • Urban Decay (owned by L’Oréal)

L'Oreal Owns The Following Cruelty-Free Brands:

  • NYX
  • Urban Decay
  • IT Cosmetics
  • Carol's Daughter

Some brands they own that are NOT cruelty-free include Lancome, Kiehl's, Garnier, Maybelline, Essie, Vichy, Biotherm, and the L'Oreal brand.

Estee Lauder Owns The Following Cruelty-Free Brands:

  • BECCA
  • Smashbox
  • Too Faced
  • Aveda
  • Le Labo
  • A minority stake in Deciem (which includes The Ordinary)

Some brands they own that are NOT cruelty-free include Clinique, MAC, Bobbi Brown, Glamglow, La Mer, Origins, Jo Malone, and the Estee Lauder brand.

Unilever Owns The Following Cruelty-Free Brands:

  • REN
  • Murad
  • Kate Somerville
  • Schmidt's Naturals
  • Seventh Generation
  • Hourglass
  • Dermalogica
  • Shea Moisture
  • Nubian Heritage
  • Nyakio
  • Tatcha

Some brands they own that are NOT cruelty-free include Dove (not truly cruelty-free), Axe, Tresemme, Vaseline and many more.

Coty Owns The Following Cruelty-Free Brand:

  • CoverGirl
  • Kylie Cosmetics (51% of shares)

Some brands they own that are NOT cruelty-free include OPI, Sally Hansen, Clairol, Burberry, Rimmel London, Bourjois, Wella, and Marc Jacobs Fragrances (not to be confused with Marc Jacobs Beauty, which is cruelty-free).

Procter & Gamble Owns The Following Cruelty-Free Brand:

  • First Aid Beauty

Update: First Aid Beauty is unfortunately no longer on our cruelty-free list.

Some brands they own that are NOT cruelty-free include Pantene, Herbal Essences (not truly cruelty-free), Head & Shoulders, Olay, Secret, and Old Spice.

Shiseido Owns The Following Cruelty-Free Brands:

  • bareMinerals
  • Buxom
  • Drunk Elephant

Some brands they own that are NOT cruelty-free include NARS, Shiseido, Avene, Cle de Peau, Dolce & Gabbana, and Serge Lutens.

LVMH Owns The Following Cruelty-Free Brands:

  • KVD Vegan Beauty (Kendo)
  • Bite Beauty (Kendo)
  • Ole Henriksen (Kendo)
  • Marc Jacobs Beauty (Kendo)
  • Hard Candy

Some brands they own that are NOT cruelty-free include Benefit, Make Up For Ever, Fresh, Givenchy, Fenty Beauty (in the grey area), and the Sephora brand itself.

Note: Kendo is owned by LVMH, and owns some cruelty-free brands. Since Kendo's parent company is LVMH, I consider all Kendo brands to be ultimately owned by a parent company that tests on animals.

Colgate-Palmolive Owns The Following Cruelty-Free Brands:

  • Tom's of Maine
  • Hello (oral care brand certified by Leaping Bunny)

Some brands they own that are NOT cruelty-free include Colgate, Palmolive, Softsoap, Lady Speed Stick, and Irish Spring.

Kao Owns The Following Cruelty-Free Brands:

  • Molton Brown
  • Oribe

Kosé Owns The Following Cruelty-Free Brand:

  • Tarte

I hope this list was helpful to new (or not so new) cruelty-free shoppers. For companies to avoid, please visit my list of companies that test on animals here.

Suzana Rose

Suzana Rose

I created Cruelty-Free Kitty because animal testing has no place in the 21st century. My mission is to tackle ethical issues in the beauty industry one by one and find solutions for a better future.

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