The Cruelty-Free 5: Our Crtieria
All brands that we classify as cruelty-free have confirmed the following. Find out more about the Cruelty-Free 5.
- Their company doesn't test finished products or ingredients on animals
- Their suppliers don't test finished products or ingredients on animals
- No third parties test their finished products or ingredients on their behalf
- They do not test on animals where required by law
- Their products are not sold in stores in mainland China
New Brands Added: Cruelty-Free
The brands below have confirmed that they're truly cruelty-free, meaning that no animal testing is performed on their products at any level during production and beyond.
- Anomaly — hair care from recycled plastic (Target).
- Danessa Myricks — black-owned makeup brand.
- Elta MD* — highly requested skincare brand.
- Loli Beauty — sustainable beauty brand.
- Facetheory — affordable skincare.
- Alpyn Beauty — sustainable skincare brand.
- Kinship — sustainable skincare brand.
- Native* — deodorant brand owned by P&G.
- Dezi Skin — owned by Desi Perkins.
- Innersense — clean hair care.
- Pureology* — owned by L'Oreal, 100% vegan.
- Bread Beauty Supply — black-owned hair care.
- Delilah — 100% vegan makeup brand.
- Melanin Haircare — black-owned hair care.
- Thinkbaby — drugstore brand.
- Thinksport — drugstore brand.
- One/Size — owned by Patrick Starrr.
- Kylie Skin — Kylie Jenner's skincare brand.
We reached out to the following companies because of a potential change in their policy:
- Essie, as some claim they pulled out of China
- Dermalogica, as they were removed from Leaping Bunny's list
Essie was moved to the grey area, since they didn't fully confirm their status or answer all our questions. Dermalogica on the other hand was able to confirm that they haven't entered the Chinese market, which means they will remain on our cruelty-free list.
New Brands Added: Grey Area
These brands either did not respond to our multiple attempts to contact them, or they didn't prove enough information by addressing all our questions. To encourage them to be transparent about their cruelty-free status, you can try reaching out to them on social media and via email.
Peripera stated: "We do not want to add our brand to your database at this moment".
Can't find a brand in our database?
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