Is Your Make-Up Bag Cruelty-Free? The Definitive List Of The Brands You Can Trust

cruelty free makeup
Bunnies are cute but cruelty-free advocates believe they shouldn't play a part in beauty (Shutterstock)

Cruelty-free beauty is a confusing and frustrating minefield, but it’s one that an increasing number of makeup lovers are attempting to navigate as the concept of ethical living takes off.

Chances are that if you love animals, you don’t want to put anything on your face that has been tested on them, often killing them in the process.

But when you try to ascertain whether that mascara or blusher you want is cruelty-free, it can be tricky to be sure.

Fortunately, Cruelty Free International’s Leaping Bunny logo makes it easier – spot one of those in the shops and you can trust it, as it is an independent body that audits companies to ensure they are staying true to their promises.

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However, many companies put fake logos onto products to try and look credible, so make sure you know which one you’re looking for.

Clue, it’s this one:


Testing on animals has been banned in the EU for 15 years. Furthermore, since 2013 it has been illegal to sell any cosmetics product in the EU that has been newly tested on animals, be it here or elsewhere around the world. Ingredients that have been tested on animals are also banned. So just don’t do it is the message.

Unfortunately, what many consumers miss is that if a brand sells in China, they cannot be counted as cruelty-free. This is because all imports to the Chinese beauty market must be tested on animals by law.

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Nars recently revealed its decision to expand into China and forgo its cruelty-free ethos, much to the anger and disappointment of its customers.

Often, unless a brand is CFI-certified, the only way to find out is to email and ask for a clear response to questions about their cruelty-free stance.

Our favourite cruelty free brands are:

Anastasia Beverly Hills




Barry M

Buter London

Charlotte Tilbury




Kat Von D

Lily Lolo


Marks & Spencer







The Body Shop

Urban Decay

For a full list of cruelty-free brands – either CFI-certified, Peta-certified or certified by means of correspondence to clarity their stance visit Cruelty-Free Kitty.

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