H&M Beauty is cruelty free but not 100% vegan

H&M Beauty pledges that the brand does not conduct, contract out or fund animal testing in the developing, manufacturing or marketing of their products. Whilst H&M Beauty recognises the importance of customer safety, the brand believes this can be sufficiently achieved without animal cruelty. H&M Beauty is cruelty free and stands against animal testing. Furthermore, H&M Beauty does not export its products to mainland China and/or other countries, where animal testing is required by law.

Cruelty free statement

We don’t perform animal tests on any of our beauty products, and we have strict requirements and long-term goals in place for materials of animal origin, such as wool, leather or down.



H&M Beauty is a Swedish entry-level makeup, skin, body and nail care range.

Parent company

H&M is owned and operated by H&M Group.


  • PETA awarded H&M Beauty with the Beauty Without Bunnies certification
  • H&M is part of the Humane Society International Be Cruelty Free program
  • H&M is part of the Fur Free Retailer program

Vegan status

Not all H&M Beauty products are suitable for vegans. Please always check the ingredient list of the product before making a purchase.

Stockists in the UK

You can find H&M Beauty products at H&M stores.

If you like H&M Beauty, you may also like to check KIKO Milano

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