As I am is cruelty free.

At present, unless the brand has proven its cruelty free status by joining a cruelty free programme, it should not be considered cruelty free. As I am has joined PETA’s Global Beauty Without Bunnies Programme; therefore, in 2022, As I am should be rightfully considered cruelty free.

Our standard:

Cruelty Free Certification = Cruelty Free Brand

Cruelty Free UK
About As I am
  • Headquarters: Melrose Park, Illinois, US
  • Parent company: privately held
  • Products: hair care products
As I am:

As I Am has always been cruelty free. In 2018, we finally made it official with PETA! Enjoy our selection of over 60 products that are all 100% cruelty free.

asiamnaturally.com
Shop

Our standard:

Cruelty Free Claim ≠ Cruelty Free Brand

Cruelty Free UK

Animal testing is a very complex subject, and despite years of fighting against it, animal testing is still happening everywhere in the world, including the most developed economies. Therefore, only by submitting legally binding documentation signed by the brand and its suppliers to the internationally recognised animal rights organisations, such as Leaping Bunny and PETA, and getting approved, can the brand prove and rightfully claim that it is cruelty-free. At present, only the established animal rights groups have the resources and capacity to verify cruelty free status.

In 2022, As I am cruelty free status is verified by PETA; therefore, As I am should be regarded as cruelty free.

To help you switch to cruelty free cosmetics, we have certified cruelty free and certified vegan lists of brands for you to explore.


Cruelty Free UK – rethinking the value of cruelty free.