Cruelty-Free Labels: Can You Trust Them?

If you're trying to buy products that haven't been tested on animals, the labels can be confusing. Some bottles show a rabbit logo, others say "not tested on animals", and some mention being vegan. What do these claims actually mean, and which ones can you trust?

If you want to check whether a specific brand is genuinely cruelty free before you buy, you can use our free Cruelty-Free Product Checker.

There's no legal definition of "cruelty-free" in the UK. While companies can't make misleading claims under consumer protection laws, they have plenty of wiggle room in how they describe their animal testing policies. This makes it hard to know which products genuinely avoid animal testing.

Certification logos you can trust

Look for recognised certification logos rather than just reading the text on packaging. The Leaping Bunny, run by Cruelty Free International, has the strictest standards. Companies must prove that neither they nor their suppliers test on animals. They sign declarations and face regular audits.

PETA also runs a certification with their bunny logo. Companies pledge not to test on animals and go through PETA's verification process. You'll see this logo more on American brands, while Leaping Bunny appears more on European products.

Choose Cruelty Free is an Australian certification with another bunny logo. They verify companies don't test on animals anywhere in the world.

These certifications involve actual checks and monitoring, unlike a company simply printing "cruelty-free" on their packaging. But even certified brands can have complications.

Reading between the lines

When a product says "not tested on animals" without certification, the claim could mean several things. Maybe the finished product wasn't tested, but individual ingredients were. Perhaps the company didn't do the testing, but their suppliers did. Or they haven't tested recently but might if regulations require it.

Since 2013, selling cosmetics tested on animals has been illegal in the UK and EU. This covers both finished products and ingredients. But if an ingredient is also used in pharmaceuticals or cleaning products, it might still be tested for those uses. And companies selling in countries like China face different rules.

China has relaxed some testing requirements for imported cosmetics since 2021, but the situation stays complicated. Rules change often, so companies might test products for the Chinese market while selling versions here that technically meet our standards.

Cruelty-Free Product Checker

Enter a brand or product name and find out whether they test on animals, what the common labels mean, and which certifications to look for when shopping.

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Who owns your favourite brand?

Many smaller cruelty-free brands belong to corporations that test on animals. The Body Shop built its reputation on opposing animal testing, yet it has been owned by companies with different policies.

Some shoppers avoid any brand with links to animal testing. Others support cruelty-free brands regardless of ownership, hoping to show demand for alternatives. Ownership changes often, so an independent brand last year might not be independent now.

If parent company policies matter to you, research current ownership before buying. Brand websites rarely advertise who owns them, so you might need to check multiple sources.

Your situation may be slightly different. ask a question below ↓ and our editorial team will reply with our advice.

Checking brands yourself

Visit the company's website and find their animal testing policy. Vague statements about "loving animals" mean little. You want specific commitments about current practices.

Good signs include certification logos with registration numbers, clear statements about not testing ingredients or products on animals, confirmation they don't sell where testing is required, and mentions of supplier agreements.

Watch for phrases like "except where required by law", statements that only cover finished products not ingredients, no mention of suppliers, or talk about "working towards" ending testing.

Cross-check company claims against certification databases. Leaping Bunny, PETA and Choose Cruelty Free publish lists of approved brands online. Some genuine cruelty-free companies skip certification because it costs money and requires paperwork that smaller brands might not handle.

Remember that "cruelty-free" and "vegan" mean different things. A product can be vegan but tested on animals, or cruelty-free but contain honey or milk proteins. Check for both if both matter to you.

Making your choice

The UK and EU ban on animal-tested cosmetics gives basic protection, though it has limits. Choosing certified brands supports companies making stronger commitments beyond legal requirements.

If you spot misleading cruelty-free claims, you can report them to Trading Standards through Citizens Advice. They handle complaints about false advertising.

Whether you avoid all links to animal testing or focus on supporting cruelty-free brands regardless of ownership depends on your values. Having accurate information helps you make choices that match what matters to you.

The Next Step

Now that you have read through the advice above, you might want to put it into practice. Our Cruelty-Free Product Checker lets you enter a brand or product name and find out whether they test on animals, what the common labels mean, and which certifications to look for when shopping. Try it now →