Cruelty Free Directory

This is a list of Cruelty-Free Brands that I personally support and enjoy using. Please do not be offended if there is a cruelty-free brand I’ve not mentioned.  We all support different brands with different ethics. I am a quality over quantity type of person, so the same goes for brands I choose to support. Hopefully, this list I’ve curated will make it a little easier to find good-quality cruelty-free brands.


There are 4 different types of cruelty-free brands in this list: Those that are certified by the Leaping Bunny, those that have signed PETA’s pledge, those that are certified by KARA and those that aren’t affiliated with any non-cruelty-free organization.

The Blue hearts are Leaping Bunny Certified (CF International)
The Pink hearts  are PETA Certified
The Green  are KARA (Korea) Certified Cruelty Free
Throughout my blog, I use the 🐰 symbol to represent all of the Cruelty-Free brands mentioned on this list.

Since cruelty-free certification is done on a voluntary basis, not all cruelty-free companies are actually ‘certified’ cruelty-free. However, there are plenty of brands that are Cruelty-Free and are not certified. If a company or brand has an official cruelty-free claim, doesn’t test products or ingredients on animals, doesn’t hire a third party to test on animals on their behalf, and doesn’t sell their products in mainland China, they are considered Cruelty-free! Everyone’s preference is different when it comes to what they justify as cruelty-free, so choose brands that make YOU happy.

Some brands are cruelty-free but are owned by a parent company that tests on animals. Purchasing from brands owned by a parent company that tests on animals has both pros and cons. However, I choose to support these brands in the hope of encouraging change (note brands with a parent company will be accompanied by a (†) symbol). Supporting brands with parent companies is a debated topic in the cruelty-free community, so you can do what you feel is right. Also please be aware that just because a product says it’s ‘made in China’ does not mean it has been tested on animals, as all the ingredients would have already been tested at some point in the past. For instance brands like Tanya Burr Cosmetics and Makeup Revolution are made in China but not sold there. I will also mention as a fan of Korean Beauty products, there is a huge grey area to some of the brands. Some Korean brands now manufacture their products in China to be able to avoid animal testing (like some of the Amore Pacific brands – Etude House, Innisfree, Laneige, Mamonde, Primera, Hera & Aritaum to name a few), there are so many loopholes (you can read more here). However, until their Cruelty-Free status is completely clear I will not personally label them as being cruelty-free. 

Going cruelty-free can be a daunting process at first, and my transition sure has been a huge learning experience and journey. I still have products in my collection that are not Cruelty-Free from before my transition as I dislike being wasteful. As a blogger, I also get sent products (unexpected) and gifted products from friends and family that aren’t Cruelty-Free, these I won’t just throw away. I try my hardest to share as many Cruelty-Free products as I can. However, if I do talk about any product that is not Cruelty-Free, they will be mentioned as so. You can find out more here.


This is a non-preachy blog, so please be kind on my platform and keep any comments clean, positive and friendly! I don’t try to brainwash or preach to anyone to shop a certain way, I prefer educating and being as transparent as possible can so that you can decide which brands you would like to support. No cruelty-Free police or Non-cruelty Free bashing, please. Thanks for understanding….

I will do my best to keep this list up to date, as and when I discover new brands…
Alternatively, I highly recommend visiting Cruelty-Free Kitty, Ethical Elephant & Logical Harmony to keep up to date with everything Cruelty-Free. I have linked each Cruelty-Free brands website, but have also listed some retailers/websites that stock the brand’s products here in the UK. All of which I personally use myself and highly recommend.


View UK & EU Cruelty Free Brands here

View USA & Canadian Cruelty Free brands here

View Australian and New Zealand Cruelty Free brands here

View Eastern/Asian (Korean, Japanese) Cruelty Free Brands here


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