Cruelty Free Beauty

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We need to talk...and you might not like what we're going to say.

We're here to tell you that the majority of what's in your makeup bag has probably been tested on animals. Shocked? Thought so - most people are under the impression that animal testing is a thing of the past; unfortunately this isn't the case. This means that thousands of animals suffer every day in the name of beauty. To help you come to terms with this new information, La Brûmée is here to give you a quick guide on cruelty free cosmetics, how to tell if a brand is truly cruelty free and how you can help win the fight against animal testing

Cosmetics testing on our furry friends has become a much greater concern in recent years, and rightly so. The astonishing growth of the beauty industry of late, driven largely by social media, has encouraged many consumers to become more aware and interested in the ethics of this billion dollar industry. Social media has done wonders highlighting the need for a global animal testing ban on cosmetics; achieving this through social media campaigns, petitions, a surge in popularity of the vegan lifestyle and beauty bloggers opening our eyes to the wide array of cruelty free alternatives. It is fair to say that the millennial generation is far more aware of such concerns and has used social media to turn heads in the beauty industry.

This new found attention has seen a huge increase in the amount of cruelty free products available, with many newer beauty brands making a cruelty free pledge from the get go. For those of us that have a love for beauty and animals, this means that you can have a guilt free beauty routine without compromising on the quality of your products.


What makes a brand cruelty free?

There are varying levels of animal testing within the cosmetics industry, some brands test their finished products, others their ingredients, whilst some hire third parties to do this on their behalf (the beauty industry is aware that cruelty free beauty is a growing trend and will often be sneaky in their testing and their cruelty free claims).

For a brand to be truly cruelty free, their products, raw materials and ingredients must be free from animal testing at every stage of the development process or after this development process has finished, they also must not physically sell in countries where animal testing is required by law, such as China.


As we said earlier, cosmetics companies often try to pull the wool over beauty lovers’ eyes (pun not intended) and use sweeping statements to claim that they are indeed cruelty free. In a means to do this, they will offer statements such as “We can confirm that our products are not tested on animals, except when required by law". You may assume that nowhere in the world would require poor pooches to be tested on for the sake of beauty, right? Err wrong. In countries such as China there is a legal requirement to test all cosmetics on animals. As this is a huge market, many brands choose to conduct animal testing for the opportunity to maximise their sales. This means that if you do decide to make the cruelty free pledge, you will need to say farewell to brands that are sold in China.  

If a company claims to be cruelty free and is sold in China it may be best to contact them directly as they may not have physical premises in China or may actually only supply their products to Hong Kong, where animal testing is not a legal requirement,

How to tell if a brand is cruelty free

Peta offers working lists of both cruelty free and non-cruelty free brands and offers a comprehensive guide on cruelty free guidelines. Cruelty Free Kitty is also a great resource for checking if a brand practices these cruel customs. If you are still unsure, email the brand and ask - just beware of any brands that are unable to give you a direct answer or confirm that they are not tested in countries that require testing on animals .

What can you do to make a difference?

The most obvious thing you can do to make a stand against animal testing and help wake up the rest of the beauty world is to swap your products to cruelty free brands. Not only is this a good deed done, it is also a great opportunity to explore new brands and products – think of it as broadening your beauty horizons and more importantly, a chance to go shopping!

Join Cruelty Free International - a charity which hopes to end animal testing worldwide, exposing animal testing and pushing for cruelty free alternatives. They have joined forces with The Body Shop to produce a petition, which you can find here.

Beauty really is in the eye of the beholder, but one thing we can all agree on is that it looks better on us than animals. Beauty is fun and all, but as beauty lovers we have a duty to educate ourselves on this much darker side to beauty, to shop responsibility and drive for change. Think of it as speaking up for those who don’t have a voice and help make a real change, today.


La Brûmée is proud to say that we are 100% cruelty free, vegan and organic. 


Picture by @this_is_aannaaiiss

Laura Davis