Beyond the Buzzword: Cruelty-Free & Vegan for Your Brand

by DAHLIA KELADA August 21, 2025

The Ethical Compass: Navigating Cruelty-Free and Vegan Claims

In today's market, consumers are more discerning than ever, and their purchasing decisions are increasingly guided by their ethical values. For a natural skincare brand, a clear stance on animal welfare is not just a marketing trend—it's a fundamental part of your brand's integrity. While the terms "cruelty-free" and "vegan" are often used interchangeably, they represent two distinct and equally important ethical commitments. As a formulator and business expert, it's crucial for me to clarify what each of these labels truly means for your brand.

Cruelty-Free: A Commitment to No Animal Testing

A product that is certified cruelty-free means that neither the finished product nor any of its ingredients have been tested on animals. This commitment applies to every step of the product's development, from initial ingredient sourcing to the final formula. This is a critical distinction, as some companies might claim to not test their final product on animals, but may use ingredients that have been tested on animals by a third party.

Because the term is unregulated by the government, a brand’s claim of being cruelty-free is best validated by a third-party certification. Organizations like Cruelty Free International's Leaping Bunny program and PETA's Beauty Without Bunnies program have rigorous standards. For example, to earn Leaping Bunny certification, a company must have a fixed cut-off date for animal testing, a robust supplier monitoring system, and be open to independent audits. This commitment ensures your product is genuinely free of new animal testing.

Vegan: The Absence of Animal Ingredients

A vegan product is one that contains no animal-derived ingredients or animal byproducts. While a cruelty-free label focuses on the process, a vegan label focuses on the ingredients themselves. A product can be cruelty-free without being vegan, as it might contain ingredients like:

Beeswax: A wax produced by bees, often used for thickening.
Lanolin: A wax secreted by sheep to protect their wool.
Honey: Produced by bees, used for its moisturizing properties.
Carmine: A red pigment derived from crushed cochineal insects, sometimes found in cosmetics.

A product can also be vegan but not cruelty-free if a company sells it in a country where animal testing is required by law. This is a key reason why it is essential for a brand to make both commitments for a truly ethical product.

The Power of Transparency

For your brand, a transparent commitment to being both cruelty-free and vegan is a powerful statement. It signals to your customers that you have a deep respect for animal welfare and are dedicated to ethical sourcing and production. This builds consumer trust, expands your market reach, and establishes your brand as a leader in compassionate beauty. By choosing to uphold these standards, you are not just creating a product; you are creating a brand built on a foundation of integrity.

Citations

Cruelty Free International. (2025). Leaping Bunny FAQs. Retrieved from Leaping Bunny FAQs.
PETA. (2025). About PETA's Ultimate Cruelty-Free List. Retrieved from PETA's Ultimate Cruelty-Free List.
Barel, A. O., Paye, M., & Maibach, H. I. (2014). Handbook of Cosmetic Science and Technology. CRC Press.

Article by: Dahlia Kelada MSHS-INTM, SALVE Founder/CEO, Integrative Medicine Educator, Cosmetic Formulator