Verified brand guide

Cruelty-free & vegan brands: the complete guide (2026)

Every brand below is checked against the certifiers’ own databases — Leaping Bunny, PETA and the Vegan Society — with a link to the source and the date we checked it. Filter by category or certification, see which brands are fully vegan, and learn how to read the labels yourself.

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72
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35
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116

Brand directory

A–Z · badges link to the certifier’s own listing · how we verify

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Cruelty-free vs vegan: what’s the difference?

Cruelty-free is about animal testing: neither the product nor its ingredients were tested on animals. Vegan is about ingredients: nothing in the product comes from an animal. The two overlap a lot, but a product can be one without the other — which is why this directory shows both.

Cruelty-free Vegan
AboutAnimal testingAnimal-derived ingredients
The questionWas the product — or any ingredient — tested on animals, anywhere?Does it contain anything from an animal (beeswax, carmine, lanolin…)?
LabelsLeaping Bunny, PETA Global Animal Test-FreeVegan Society trademark, PETA Animal Test-Free and Vegan, V-Label, EVE VEGAN
Fails if…A plant-based moisturiser is tested on rabbits for a regulatorA never-tested lipstick is coloured with carmine
Cruelty-free + veganNo animal tests and no animal ingredients — what most vegans look for.
Cruelty-free, not veganNot tested, but contains e.g. beeswax, honey or lanolin.
Vegan, not cruelty-freePlant-based formula, but tested on animals somewhere.
NeitherTested on animals and contains animal ingredients.

How to read cruelty-free and vegan labels

“Not tested on animals” printed by a brand is not regulated and may only mean the finished product. Independent logos come with published criteria. Here is what each one actually certifies:

Leaping Bunny

Cruelty Free International (UK & international) and the Leaping Bunny Program (US & Canada)

No new animal testing of finished products, formulations or ingredients after a fixed cut-off date — enforced through a supplier monitoring system, annual recommitment and agreement to independent audits. It does not cover animal-derived ingredients.[7]

  • No animal testing
  • Vegan ingredients
Official site / search

PETA — Global Animal Test-Free / Animal Test-Free and Vegan

PETA (US), via its Ultimate Cruelty-Free List (formerly “Beauty Without Bunnies”)

Companies verify that they and their suppliers do not conduct, commission, pay for or allow any tests on animals anywhere in the world. The “and Vegan” designation (shown on PETA’s logo) means the entire product line is free of animal-derived ingredients. Listing is free and based on the company’s signed assurance.[8]

  • No animal testing
  • Vegan ingredients (vegan logo only)
Official site / search

Vegan Society Vegan Trademark

The Vegan Society (UK), certifying products since 1990

Registered products and their ingredients contain no animal product, by-product or derivative, and have not been tested on animals by or on behalf of the company — including tests required by law in any territory. Brands must also minimise cross-contamination. It certifies products, not whole companies.[10]

  • No animal testing
  • Vegan ingredients
Official site / search

V-Label

V-Label (founded by the European Vegetarian Union)

Labels products as vegan or vegetarian. Its criteria also forbid animal tests of the end product and of individual ingredients carried out by or on behalf of the licensee.[11]

  • No animal testing
  • Vegan ingredients
Official site / search

EVE VEGAN

Expertise Vegane Europe (France)

Guarantees no animal products or by-products in the product or its packaging and no animal testing, including in foreign markets, with compliance audits. Common on European cosmetics and food.[12]

  • No animal testing
  • Vegan ingredients

Hidden animal ingredients in cosmetics

Cruelty-free products can still contain animal-derived ingredients. These are the ones to look for on an ingredient list (INCI) — most have plant-based or synthetic alternatives. Some names, such as glycerin, stearic acid or allantoin, can be either plant or animal, so a vegan logo or a 100% vegan brand removes the guesswork. More in Veganpedia: hidden animal ingredients.

IngredientAlso listed asFound inWhat it isVegan alternative
CarmineCochineal, CI 75470, Natural Red 4, E120Lipstick, blush, eyeshadowRed pigment made from crushed cochineal insectsIron oxides, beetroot, synthetic pigments
BeeswaxCera alba, cera flavaLip balm, mascara, creamsWax produced by honeybeesCandelilla, carnauba, rice-bran wax
Honey & propolisMel, propolis, royal jellyMasks, balms, cleansersBee productsAgave, maple, plant glycerin
LanolinWool wax, wool fat, lanolin alcoholLip balm, nipple cream, moisturisersGrease from sheep’s woolShea butter, plant oils, castor oil
GuanineCI 75170, pearl essenceNail polish, highlighter, shimmerCrystals often scraped from fish scalesMica, synthetic pearlescent pigments
SqualeneSqualene (with an “e”), shark-liver oilMoisturisers, serumsCan come from shark liverOlive- or sugarcane-derived squalane
KeratinHydrolysed keratinShampoo, hair treatmentsProtein from hooves, horns, feathers or woolSoy, wheat, rice or almond proteins
Collagen & elastinHydrolysed collagen, soluble collagenAnti-ageing creamsProteins from animal skin and bonePlant peptides, vitamin C, bakuchiol
ShellacLac, gum lac, E904Nail polish, hairspray, mascaraResin secreted by lac insectsPlant-based or synthetic resins
Tallow derivativesSodium tallowate, tallow, some stearic acidBar soap, lipstick, shaving creamRendered animal fatCoconut, olive, palm-free plant oils
SilkSilk amino acids, sericin, silk powderPowders, hair care, fabricsProtein from silkworm cocoonsRice powder, plant proteins, synthetics
Snail mucinSnail secretion filtrateK-beauty serums and essencesSlime collected from snailsCentella, aloe, panthenol
Musk, civet & ambergrisCastoreum, “natural musk”FragranceAnimal secretions (deer, civet, beaver, whale)Synthetic musks, plant absolutes
Animal hairSable, squirrel, goat, “natural bristle”Makeup brushesHair from animalsSynthetic (taklon, nylon) brushes

The parent-company question

Certifiers assess the brand. That means a certified cruelty-free brand can belong to a group that sells animal-tested products under other names — the Leaping Bunny shopping guide even has a filter for brands “owned by a non-certified parent company”.[14]

Shoppers disagree about what to do with that. Some avoid these brands because profits flow to the parent; others buy them deliberately, reasoning that strong sales of cruelty-free lines push the whole group away from animal testing. There’s no single right answer, so we don’t hide or rank these brands — wherever a certifier names a parent company or flags one, we show it on the brand card with the source, and you can decide.

Animal-testing laws for cosmetics around the world

Laws have changed fast, but they are not the same as a cruelty-free guarantee: certifiers look at a brand’s whole supply chain and every market it sells in. As of October 2026:

  1. European UnionAnimal testing of finished cosmetics banned since 11 September 2004 and of ingredients since 11 March 2009. A marketing ban on animal-tested cosmetics applied from 11 March 2009 for most tests and became complete on 11 March 2013, “irrespective of the availability of alternative non-animal tests” (Cosmetics Regulation (EC) No 1223/2009).[1]
  2. United KingdomBanned animal testing of finished cosmetics and their ingredients in 1998. In May 2023 the Home Secretary announced that no new licences would be granted for animal testing of chemicals intended exclusively as cosmetic ingredients.[2]
  3. Mainland ChinaSince 1 May 2021, imported general cosmetics can be exempt from animal testing if the manufacturer holds a GMP certificate from its home authority and the safety assessment fully confirms the product’s safety. Special cosmetics (hair dyes, perms, whitening, sunscreens, anti-hair-loss, new efficacy claims) are outside the exemption, and testing can still be required for products for infants and children, new ingredients under monitoring, or companies under key supervision.[3]
  4. IndiaBanned animal testing for cosmetics in 2013 and the import of cosmetics tested on animals in 2014.[4]
  5. IsraelBanned the testing of cosmetics on animals in 1994, with some exceptions.[4]
  6. NorwayBanned animal testing and sales in 2006, effective from 2009.[4]
  7. South Korea · TaiwanSouth Korea’s ban on animal testing and on sale of animal-tested cosmetics came into force in 2018; Taiwan banned cosmetic animal testing in 2018, in force a year later.[4]
  8. AustraliaPassed legislation in 2020 banning the use of animal test data for cosmetics.[4]
  9. CanadaThe 2023 federal budget bill amended the Food and Drugs Act to ban cosmetic animal testing and the sale of cosmetics that rely on new animal-test data, plus misleading animal-testing labels.[5]
  10. Mexico · Colombia · BrazilMexico became the first North American country to ban cosmetic animal testing (passed 2021); Colombia’s 2020 law took effect in 2024; Brazil passed a resolution in 2023 banning animal testing of personal-hygiene products, cosmetics and perfumes.[5][4]
  11. United StatesNo federal ban. States including California (2018), New Jersey (2007, with exceptions) and Oregon (sales ban from January 2024) restrict cosmetic animal testing or sales.[4]

Even in the EU, PETA notes that products tested on animals elsewhere can be sold if those test data aren’t used for EU safety assessment, and some ingredients are tested under chemicals law for worker safety.[9] According to Humane World for Animals, more than 40 countries now have similar bans or restrictions.[5]

The cruelty-free cosmetics market

USD 14.8 bnglobal market, 2023
USD 23.5 bnprojected for 2030
6.8%yearly growth (CAGR 2024–2030)
~37%Europe’s share, 2023

Market-research firm Grand View Research valued the global cruelty-free cosmetics market at USD 14.8 billion in 2023 and projects USD 23.5 billion by 2030, a compound annual growth rate of 6.8% from 2024. Europe was the largest region with about 37% of revenue, and skincare the largest product segment (44.2%). It attributes the growth to consumer demand for ethical beauty, regulation against animal testing and better non-animal test methods.[6] Estimates vary considerably between research firms, so treat any single figure as indicative.

How we verify brands

  • Certifier databases first. Each badge was checked on the certifier’s own listing — Cruelty Free International’s approved brands,[13] Leaping Bunny’s US & Canada shopping guide,[14] PETA’s Ultimate Cruelty-Free List[8] and the Vegan Society’s trademark search[15] — and links straight to it.
  • “100% vegan” only when PETA lists the whole range as vegan, a certifier’s listing says so, or the brand states it on its own site (marked “brand statement”). “Has vegan options” means a certifier lists vegan products; “check ingredients” means we couldn’t verify vegan status.
  • Dated. Every source shows the day we checked it. Certifications change — if one looks out of date, use Report an error on the card.
  • No paid placements. Brands can’t pay to be listed or ranked; the list is alphabetical.

Brands that are not on our list

This directory is deliberately selective: we only add a brand after checking it against a certifier’s database, or — where clearly marked — the brand’s own published policy. If a brand is missing, that does not mean it tests on animals. It only means we haven’t verified it yet, and we make no claim either way.

To check a brand that isn’t listed here:

  1. Search it on Leaping Bunny (Cruelty Free International), the Leaping Bunny US & Canada guide, PETA’s Ultimate Cruelty-Free List and the Vegan Society trademark search.
  2. Read the brand’s own animal-testing policy, checking whether it covers ingredients and suppliers and every country it sells in.
  3. Check who owns the brand if the parent-company question matters to you.
  4. Found a certification? Suggest the brand with the link and our moderators will verify it.

Frequently asked questions

What does “cruelty-free” mean?

Cruelty-free means a product — and its ingredients — were not tested on animals, by the brand or anyone acting for it. The word itself is not legally protected, so look for an independent certification such as Leaping Bunny or PETA’s Global Animal Test-Free logo rather than a brand’s own claim.

Is cruelty-free the same as vegan?

No. Cruelty-free is about animal testing; vegan is about ingredients. A cruelty-free lipstick can still contain carmine or beeswax, and a vegan product can come from a company that tests on animals where the law requires it. If you want both, look for brands marked “100% vegan” here, or for the Vegan Society trademark or PETA’s “Animal Test-Free and Vegan” logo.

Which cruelty-free certification is the most reliable?

They measure different things. Leaping Bunny requires a supplier monitoring system, a fixed cut-off date and accepts independent audits, but says nothing about ingredients. PETA’s list is free to join and based on a signed company assurance; its vegan logo also covers ingredients. The Vegan Society trademark covers both ingredients and testing for each registered product. Many shoppers look for Leaping Bunny plus a vegan mark.

Are all cosmetics sold in the EU cruelty-free?

Not necessarily. The EU banned animal testing of cosmetics and the sale of animal-tested cosmetics (fully from 2013), but PETA points out loopholes: products tested on animals elsewhere can still be sold in the EU if those test data aren’t used for EU safety assessment, and some ingredients are tested for worker or environmental safety under chemicals law.

Can a brand be cruelty-free if its parent company tests on animals?

Yes — certifiers such as Leaping Bunny and PETA assess the brand itself, so a certified brand can belong to a group that sells animal-tested products elsewhere. Some shoppers avoid those brands because their money ultimately supports the parent; others buy them to show demand for cruelty-free lines. We show the parent company where a certifier names it, so you can decide.

Do brands sold in mainland China still have to test on animals?

Less often than before. Since 1 May 2021 imported general cosmetics can skip mandatory animal testing if the manufacturer has a GMP certificate from its home country and a full safety assessment. Special-use cosmetics such as hair dyes, sunscreens and whitening products, products for children and new ingredients can still require testing — which is why certifiers check each brand’s China sales individually.

How can I tell if a cosmetic is vegan from the label?

Check the ingredient list (INCI) for carmine (CI 75470), beeswax (cera alba), lanolin, guanine (CI 75170), shark squalene, keratin, collagen, shellac, tallow, honey, silk and snail secretion filtrate. Some names, like glycerin or stearic acid, can be plant or animal — a vegan logo or a brand that is 100% vegan removes the guesswork.

How big is the cruelty-free cosmetics market?

Grand View Research estimated the global cruelty-free cosmetics market at USD 14.8 billion in 2023 and projects USD 23.5 billion by 2030 (a 6.8% compound annual growth rate from 2024), with Europe the largest region at about 37% of revenue. Estimates from other research firms differ.

Why isn’t a brand on this list?

We only list brands we have verified against a certifier’s database or the brand’s own published policy, and we add brands gradually. A brand being absent does not mean it tests on animals — it means we have not checked it yet. Search the Leaping Bunny, PETA and Vegan Society databases yourself, or suggest the brand with a source link.

How does itsvegan verify the brands in this directory?

Every brand is checked against the certifier’s own database — Cruelty Free International and Leaping Bunny’s shopping guides, PETA’s Ultimate Cruelty-Free List and the Vegan Society’s trademark search — or, where no certifier lists it, the brand’s own published statement, which we label as such. Each badge links to its source with the date we checked it. Statuses change, so use “Report an error” if something is out of date.

Sources

Legal and market facts were checked on 31 October 2026. Brand-level sources are linked on each brand card.

  1. Ban on animal testing (Cosmetics Regulation (EC) No 1223/2009) — European Commission
  2. UK government bans animal testing of chemicals used exclusively as cosmetic ingredients (22 May 2023) — Cosmetics Business
  3. China to exempt animal testing for imported general cosmetics on May 1 (2021) — ChemLinked
  4. Bans on animal testing (country overview) — New Zealand Anti-Vivisection Society
  5. Major win: Canada just banned cosmetics animal testing and trade (23 June 2023) — Humane World for Animals
  6. Cruelty-free Cosmetics Market Size, Share & Trends Analysis Report, 2024–2030 — Grand View Research
  7. The Leaping Bunny Standard — Leaping Bunny Program
  8. What is PETA’s Ultimate Cruelty-Free List? — PETA
  9. Frequently Asked Questions (EU loopholes) — PETA’s Ultimate Cruelty-Free List
  10. Vegan Trademark Standards — The Vegan Society
  11. V-Label criteria (international) — V-Label
  12. Comparing vegan and cruelty-free labels (incl. EVE VEGAN) — Cosmebio
  13. Approved Brands (Leaping Bunny, UK & international) — Cruelty Free International
  14. Compassionate Shopping Guide (Leaping Bunny, US & Canada) — Leaping Bunny Program
  15. Vegan Trademark product search — The Vegan Society