Our database mainly includes beauty, personal care, and cleaning brands. We vet these brands based on the Cruelty-Free 5 in order to assess whether or not they're cruelty-free.
Once we contact a brand directly with our questions and have a back-and-forth with them, we classify brands as one of the following:
Cruelty-Free: These brands have confirmed that no animal testing is performed on their finished products or ingredients, during production or beyond.
Not Cruelty-Free: These are brands whose finished products or ingredients are tested on animals, either by the brand itself, its suppliers, or any third party. Commonly, these brands fund animal testing in mainland China.
Grey Area: Most commonly, these brands were not able to confirm their cruelty-free status because they did not answer all of our questions. We recommend avoiding these brands as they may test on animals.
Note: Some brands in the grey area sell products in mainland China and avoid pre-market animal testing using loopholes. Unfortunately, their finished products could potentially still be tested on animals as part of China's post-market animal testing laws. Although this risk is small, we do not consider these brands to be cruelty-free. Examples of such brands are: Wet n Wild, Physicians Formula, Charlotte Tilbury, First Aid Beauty, Dove, Herbal Essences, and Nudestix.
Searching For Brands
Go to our search or tap the magnifying glass in the menu. You'll be able to search for any brand. If it's in our database, you'll see a brand result along with the cruelty-free status.
You can also browse the entire brand database on the search page. Scroll down to select a category, and all the brands within that category will load on the page. This includes brands that are cruelty-free, not cruelty-free, or in the grey area.
For brands that are not cruelty-free, you can choose to view cruelty-free alternatives.
You can also further refine the brands that are shown, or choose to hide brands that are not cruelty-free.
Exploring the List of Cruelty-Free Brands
Our list of cruelty-free brands is here. On mobile, tap the menu then select Brands A-Z and then "Cruelty-Free Brand List". On desktop, click "Approved Brands".
All the cruelty-free brands in our database are displayed by default. You can hit the "refine" button and narrow down your search to find exactly what you're looking for.
Click on each brand to go to their brand page. From there, you can shop the brand.
You can also view the list of companies that test on animals.
Symbols We Use
You'll find symbols throughout the website. Here's a legend of what they mean. If you're on desktop, you can also hover on top of the symbol and see what it means.
Pages to visit right now:
Below are the recommended pages to visit for beginners. Bookmark us and come back every time you shop, as new brands and products are added weekly.
- The list of cruelty-free brands
- Companies that test on animals
- Search for brands and browse database
- Find cruelty-free products
- Visit our resources page
Which Brands Are Cruelty-Free?
Download our list of 600+ verified cruelty-free brands straight to your device. Bring it with you everywhere you go, and never worry about supporting animal testing again. Click here to download
Hi I think you are wonderful and thank you so much for your fabulous website.
One thing may be missing, and that is a brief explanation as to WHY these companies test on animals.
I think many people do not realize that the reason so many companies test on animals is that they want to have so-called “data” that they can use to defend themselves in the event of a lawsuit from a consumer that has a complaint about one of their products.
I just think many people may want to understand why these companies continue testing on animals.
Thank you in advance,
Laurie in Connecticut
Thank you so much for all this clarification!
I am 69 and have always tried to buy cruelty free products…..finding too many companies were not
clear and sold under a facade of advertising as truly cruelty free. Your info will definitely help as I still research what I purchase, and am narrowing down to
Be Sure to include only true cruelty free products.
Thank you for your honesty. I was fooled by Dove. And my biggest heartaches were from major brands I’ve used for more than 50 years. I indeed get sick at the thought. Your app is so easy to use and I sincerely thankyou.