Certified Cruelty Free Brands 2021

Being certified as a cruelty free brand by an established animal rights organisation is the best way for a company to communicate its values and views on animal testing to its consumers. The most recognised non-profit cruelty free organisations are PETA, Cruelty Free International (Leaping Bunny Program), Choose Cruelty Free, Beauty Without Cruelty and NATRUE. Brands could choose to be certified cruelty free by one or more organisation/s.

Why is it important to choose certified cruelty free brands?

All established animal rights organisations thoroughly check every brand before certifying it. If you see a logo on the product or packaging granted by one of the organisations, rest assured that the brand was checked and all required conditions were met. Please note, the conditions vary significantly between the organisations (some are more thorough than others). Choosing certified cruelty free brands is the best way for consumers to be sure that the products were not tested on animals.

Which organisations should be trusted?

PETA, Cruelty Free Internationals, Choose Cruelty Free, Beauty Without Cruelty and NATRUE are the biggest and globally recognised animal rights brands. Each organisation takes a different approach to the certification process, audits, frequency of checks etc. Geographically, PETA focuses more on the US market, whereas Cruelty Free Internationals and NATRUE are more international. Beauty Without Cruelty is based in South Africa and Choose Cruelty Free in Australia and focus more on their local markets. The brands are required to sell their products in their local markets in order to be certified by these organisations.

There are numerous debates on the internet which organisation is most trusted. Before choosing which organisation to trust, carefully check its standards, also please keep in mind that these standards continuously change. For example online resources not always on time to update ever changing circumstances. Some, but not all, organisations require re-accreditation periodically, in order to make sure that the certified brands haven’t changed their policies. Therefore we intentionally do not promote one organisation over another.