This video isn’t to shame anyone—it’s here to uncover the truth brands don’t always tell you ⬇️
Many of the companies in this video aren’t considered cruelty-free in 2025. A lot of them sell in countries like China where animal testing is still legally required for certain products. Even if a brand doesn’t test in their home country, choosing to sell where animal testing happens means they’re allowing it to continue—and that’s why they lose their cruelty-free status.
Some brands market themselves as ‘cruelty-free’ because they avoid testing in certain regions, but true cruelty-free companies refuse to accept animal testing anywhere. If it happens in any part of the supply chain, it counts.
This isn’t about tossing your entire makeup bag overnight. It’s about learning, unlearning, and making more mindful swaps as you go. I’m still learning too, and I know how sneaky marketing can be (been there!). But in 2025? There are so many cruelty-free options that work just as well 🫶🏻
✨Here are some of my personal fav cruelty-free, vegan AND clean makeup brands:
Well People: @Well People
Merit Beauty: @MERIT Beauty
ILIA Beauty: @ILIA Beauty
ELF Cosmetics: @elfcosmetics
Pacifica Beauty: @pacificabeauty
Typology: @Typology Paris
LYS Beauty: @LYS Beauty
ATHR Beauty: @ATHR Beauty
Tower 28 Beauty: @Tower 28 Beauty
We’re all learning together. Let’s shop smarter, not harsher💗🐇
With love + awareness, always
-Queen🥰🫶🏻
In 2025, the concern about animal testing in the cosmetics industry has grown significantly as more consumers demand transparency and ethical practices. Many popular makeup brands, including Maybelline, Revlon, MAC, L'Oreal, Estee Lauder, Clinique, and Dior, remain on lists of companies that still allow animal testing due to their sales in countries where testing is legally mandated, like China. This highlights a critical point: for a brand to be genuinely cruelty-free, it must not participate in or enable animal testing anywhere in its supply chain or markets. Choosing cruelty-free makeup isn’t always straightforward because some brands market themselves as compassionate by avoiding animal testing in certain regions but still allow it elsewhere. True cruelty-free companies refuse to accept any animal testing globally. This strict definition has led to a significant shift in the beauty industry, pushing for reform and inspiring new cruelty-free, vegan, and clean beauty brands to emerge. If you’re looking to make mindful choices without immediately discarding your entire makeup collection, consider gradually swapping to brands that prioritize ethical values and transparency. In 2025, there are many excellent alternatives like Well People, Merit Beauty, ILIA Beauty, ELF Cosmetics, Pacifica Beauty, Typology, LYS Beauty, ATHR Beauty, and Tower 28 Beauty, all known for their commitment to cruelty-free and clean formulations. By understanding the nuances of cruelty-free claims and supporting brands that do not contribute to animal testing, consumers help push the industry toward more humane standards. Transparency in supply chains and regulatory environments matter greatly for your purchasing decisions. Make informed choices by researching and verifying brands' policies using reliable cruelty-free certification programs and databases. Ultimately, switching to cruelty-free makeup is part of a larger movement toward ethical consumption. It’s about shopping smarter, supporting innovation in product development that respects animals, and contributing to a future where animal testing in beauty is obsolete worldwide.