65% of Top Cruelty-Free Brands Owned by Animal Testing Companies

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Last Updated on 08/02/2023

64.5% of Popular Cruelty-Free Brands are Owned by Animal Testing Parent Companies. 35.5% of the remaining is entirely cruelty-free. They are either independent, owned by family of founders and/or backed by investment firms.

Cruelty-Free Guide Report

After collecting and analysis of data, we found that around 65 percent of the renowned cruelty-free beauty brands in the US market are infact owned by Non Cruelty-Free Parent Companies in 2023. Here is our report.

64% of Top Cruelty-Free Brands Owned by Animal Testing Parents


  • We did a survey to know the most popular beauty brands of fellow Americans.
  • Curated the result to obtain the list of the top cruelty-free brands.
  • Is it independently owned or has an owner company? Is it a subsidiary of a conglomerate? If the cruelty-free company is a subsidiary or backed by another company, is the parent company cruelty-free?


For the survey, we followed these measures.

  • Asked 500 Americans between the ages of 18 and 65 to list their current favorite beauty brands (wishlist or favorite) via Google form. But we had some conditions.
  • Simple conditions – The brand must be cruelty-free, popular, and widely available across the States. They can list a maximum count of only three.
  • Once we had enough data, we started crunching the numbers and statistics for research and transparency.


  • 64.5 percent of users’ favorite cruelty-free brands are owned by non-cruelty-free companies.
  • 35.5 percent are indeed entirely cruelty-free.
Cruelty-Free Brands Parent Statistics

Cruelty-Free Brands Statistics – What data suggest?

  • People are unaware of real cruelty-free status of a brand.

Interestingly enough, there are numerous entries of non-cruelty-free brands. It leads to the question – are consumers fully aware of which brands are truly cruelty-free?

One example from the survey suggested Maybelline being a popular name. It is popular, affordable, and much hyped. The only issue? Maybelline is not cruelty-free.

  • 6 to 7 out of 10 renowned brands are indirectly supporting animal testing.

Key Takeaways

  • Cruelty-free choices are not as diverse as we initially thought.
  • Transparency in labeling and ownership information is crucial for consumers to make conscious decisions aligned with their values.

What should ethical consumers and animal lovers do?

  • Supporting cruelty-free brands, even if they have some ownership ties, can still have a positive impact by increasing demand for animal-friendly products. But at the end, it is always your personal call.
  • Making Informed Choices – Make conscious decisions and be aware of the brands you invest in.
  • Educate and spread awareness without imposing it on other consumers (Our Motto).
  • Give indie brands and new emerging brands a shot.

Surveyed List of Brands

Here is the list of 62 brands in no particular order. It includes beauty brands in makeup, skincare, hair care and fragrance category.

Brands marked (*) are owned by animal testing parents.

  • Essence
  • Sol de Janeiro*
  • Tatcha*
  • Ole Henriksen*
  • Rimmel*
  • Tree Hut
  • Herbal Essences*
  • The Body Shop
  • Colourpop
  • Kylie Cosmetics*
  • Anastasia Beverly Hills
  • Youth to the People*
  • ILIA*
  • Revolution Beauty
  • Milani
  • Paula’s Choice*
  • Drunk Elephant*
  • Garnier*
  • IT Cosmetics*
  • Huda Beauty
  • Native*
  • PÜR Beauty
  • Tarte*
  • Shea Moisture*
  • TRESemme*
  • Murad*
  • Farmacy*
  • Too Faced*
  • Pacifica
  • Glossier
  • Flower Beauty
  • Dermalogica*
  • Hero Cosmetics*
  • Dove*
  • Charlotte Tilbury*
  • St. Ives*
  • Rare Beauty
  • REN Skincare*
  • Smashbox*
  • Schmidt’s*
  • Hourglass*
  • E.L.F
  • Honest Beauty
  • Fenty Beauty*
  • The Ordinary*
  • Aveda*
  • Drunk Elephant*
  • Covergirl*
  • Mario Badescu
  • Catrice
  • Urban Decay*
  • NYX*
  • R.E.M Beauty
  • COSRX*
  • Milk Makeup
  • Cover FX
  • Burt’s Bees*
  • Pureology*
  • Supergoop!
  • Ulta Beauty
  • Sun Bum*
  • Living Proof*

Many of these brands are owned by L’Oreal, Unilever, P&G and similar MNCs. Here is a detailed report on what beauty brands L’Oreal owns and who owns the giant conglomerate itself.

Navigating the Cruelty-Free Landscape

Cruelty-Free brands are growing as ethical consumerism grows. It is important to educate yourself to navigate the ecruelty-free landscape smoothly.

Data Reports

85 percent of Top Beauty Brands are Animal Tested in 2023

78% of Top Celebrity Beauty Brands are Cruelty-Free

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Aisha K. Ashi

Ashi K. is a beauty blogger and certified makeup artist. She loves to rescue cats and currently has 2 rescue babies. Join her on the journey as she uses this beauty blog to spread awareness regarding ethical ways of living.