Shopping cruelty-free beauty brands can be confusing as hell as there is an unclear labeling system where brands can set their own “cruelty-free” standards that aren’t widely regulated. Animal testing is the ugly side of this beauty industry, as well as there can be even if you can’t see, fish scales in your mascara, fatty unhealthy substance in your fave lip balm…. Feeling anxious yet?

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There’s no need to thanks to an increased demand for brand transparency and non-animal testing innovation, cruelty-free beauty brands are becoming the new norm and we wanted to help you to navigate the waters with the cruelty-free brands that are doing things right so you have a pretty awesome list of makeup brands that are cruelty free and good for you and good for the planet.

What cruelty-free even means?

According to ‘PETA’s the “cruelty-free” designation means that a company or brand has banned all tests on animals for their ingredients – including in their supply chain – formulas, and finished products,’ explains Dr. Julia Baines, Science Policy Advisor at PETA.

‘No testing on animals will be allowed anywhere, for any reason. It’s essential that consumers aren’t duped by profiteering companies that choose to engage in this archaic practice.’ Julia says.

Choose Cruelty Free is an independent, non-profit organisation based in Australia for all things Cruelty Free for Australian consumers; to help them to make the right buying choices.

Q & A with Nicole Groch from Choose Cruelty Free


 How would you describe CCF?

Choose Cruelty Free (CCF) is an Australian non-profit actively campaigning to end cosmetics animal testing in Australia and worldwide. CCF certifies businesses that sell cosmetics, personal care, and household products to Australian consumers that have not been tested on animals. Certified businesses are featured on the CCF List to empower consumers to make cruelty free purchases.


What resources can we find at the CCF site?

We believe that consumer education is the key to stopping animal testing, and we exist for that reason: to arm you with the information you need to create change through choice. We provide free resources that can be downloaded and distributed through your workplace, high school or university, or with your friends. We also provide up to date news on animal testing in Australia, China, and worldwide – and empower consumers with actions to speak up for the voiceless. Here’s a list of some of the resources available through CCF:

  1. CCF List which lists all companies certified with CCF. The CCF List is freely available to consumers both in print, via the free CCF App or website

2. CCF Student Information Brochure aimed at educating high school and university students on animal tests, animal-free alternatives, material data safety sheets, and animal laboratories.


What does a brand have to do to become CCF certified?

To be eligible to apply for Choose Cruelty-Free accreditation, a business must: sell products to Australian consumers online and/or retail; produce cosmetics, toiletries, and/or household cleaning products; have not tested any ingredients, formulations, or finished products on animals within the last 5 years, at a minimum; and not sell in retail stores in mainland China.

Here’s a list with all the steps that the certification process involves:

1. You and any contract manufacturers will need to complete and submit a Questionnaire & Application form.

2. You and any contract manufacturers will need to submit written statements from ingredient suppliers stating that ingredients have not been tested on animals ever or at least not within the last 5 years.

3. You and any contract manufacturers will need to provide to a full product list along with ingredients per product to CCF.

4. You will need to pay a one-off $100 administrative fee at the time of lodging your complete application. There is no fee payable by your contract manufacturer.

5. If the application is successful, your company receives for the duration of your accreditation a complimentary listing on our website and App.

Once a company is certified with CCF, they can then opt to take out a license fee (payable yearly) to use the CCF Trademark Rabbit logo on their products and marketing materials.

Find out more here.


What is animal testing in cosmetics?

The term ‘cosmetics’ refers to all personal care products: not only make-up, but also shampoo, deodorant, soap, and toothpaste. Most cosmetics (ingredients) are tested on animals. The most common cosmetic safety tests are toxicity and irritancy tests which can be performed on rats, rabbits and guinea pigs, and other animals. These cruel and unnecessary experiments involve applying irritants to the animals’ skin, ingesting chemicals, or dropping harsh chemicals into their eyes.

It’s important to note that in safety testing on animals; no painkillers are used, substances are tested on various animal species and all animals die during, or at the end of experiments. 

There are many alternatives to animal tests. Find out more here


Why should everyone choose cruelty-free cosmetics?

We believe that everyone should choose certified cruelty free cosmetics because it’s easy to make the switch. We have over 300 companies on the ever-growing CCF List because more and more companies want to produce natural, ethical and sustainable products. It’s not enough to call yourself cruelty-free, as any brand can make that claim. Certification is integral to any business that cares for animals and wants to portray transparency to its consumers.

Why? Because more and more consumers are asking for cruelty-free, and they are asking for proof. When you purchase a certified cruelty-free product, you are putting your dollar behind an animal-free testing future, and you are using your valuable individual power to fight against animal testing.

If more consumers continue to use only certified cruelty-free products; more companies will want to become certified, as well as manufacturers – which will in turn create less demand for animal-tested ingredients in the industry and will therefore reduce animal testing. That’s the world we are fighting for, and the world we envision – a world free of animal testing for cosmetics. If you’re beginning your transition to a cruelty-free lifestyle, you can start here with our handy guide on How to go cruelty-free.

What is the difference between cruelty-free and vegan cosmetic?

Cruelty-free means that the product was developed without any tests on animals, while vegan means that the product does not include any animal-derived ingredients and doesn’t mean the same than natural, organic, or even cruelty-free (in fact, vegan makeup can sometimes be even more chemically-processed).

Why to choose cruelty-free beauty brands?

Because we are trying to live in a more compassionate lifestyle, with the choice of where our money goes. Using eyeliner from a cruelty free makeup brands doesn’t mean that won’t be as effective as your common one, as it’ll be just as inky as normal ones, same with lipsticks from cruelty-free beauty brands they are just as long-wearing, the eyeshadows are just as pigmented, and the serums as well will be as effective if it has good ingredients. The only way to know for sure if your skincare or makeup is cruelty-free is to start to understand how to read the labels.

All of the Cruelty-Free Beauty Brands on our CF list are dedicated to creating conscious choices that you’ll love using every day, and none of them tests their beautiful ingredients or final products on animals ever so we’ve gathered these cruelty-free beauty brands for you from different price range to product types for those ones who are looking to switch to a less-guilty beauty routine. Check our clean perfume guide!

Below a list of our favourites and honest beauty cruelty free you might consider to use.


It’s not a secret that Fenty Beauty is one of the best cruelty free makeup brand focused on a wide range of traditionally-hard-to-match skin tones, creating formulas that work for all of us without any discrimination. They are designed to feel lightweight on the skin as the entire line is completely cruelty-free.



If your go-to eyeliner or mascara has been tested on animals, replace it with a conscious brand like Ilia. Their make-up also happily doesn’t contain any preservatives, oils, fragrances, or damaging chemicals. Thanks to its beautiful long-lasting formulas, the brand has a cult following from influencers to celebrities, make-up artists to beauty editors – proof that cruelty-free beauty brands are the only way forward.



A ethical beauty brand with a mission since 2014 to empower woman to feed their skin with clean ingredients, as they have challenged themselves to create the best formulations with eco-conscious ingredients whenever possible, and have never tested on any of our animal friends. Plus, all the products are honest beauty cruelty free, vegetarian, and with the exception of our Avocado Melt Sleeping Mask (which contains manuka honey), vegan they also have the leaping bunny certified cruelty free



A new non-toxic and cruelty-free beauty brand made with passion bringing simplicity to the cruelty-free beauty world. Their products include skin-loving natural, butter, oils, ingredients.

All their products are also free from harmful synthetic ingredients like parabens, phthalates, BPA, and more.



An ethically and responsibly sourced brand designed for men that uses natural ingredients ethically tested, vegan, and cruelty-free. The products are Australian made containing ingredients free of sulphate and paraben plus they are packaged in recycled paper and cardboard (everything is 100% recyclable).



A pioneer in Certified Organic ingredients and healthy beauty, INIKA delivers beautiful cruelty-free products without harmful ingredients; all ethically sourced, natural, and derived from botanicals or minerals.



With a whole hoard of stunning shampoos, sprays and hair serums that look just as good on your Instagram feed as they do on your hair, IGK Hair caused a storm when it landed in the USA – and to our relief, none of the said products is tested on animals.



PETA certified gluten-free, non-GMO are just some of the certificates the brand has been getting over the years. As a cruelty-free beauty brand, Arbonne believes in a holistic approach to beauty, health, and wellbeing, focusing on beauty from the inside out. Their products are made with plant-based ingredients grounded in science and clinical research with high standards for safety and sustainability. They also collaborate with holistic experts to create new products and educate their community.



This coolest indie beauty brand with a non-small cult following, could not miss our cruelty-free beauty brands guide, thanks to its skin-friendly formulations with organic, and naturals ingredients. The range has quickly become a hype in the beauty as they are non just cruelty-free, also, GMO-, nano-, soy-, and gluten-free. 



Vegan, Australian skincare Alya is another cruelty-free beauty brand PETA-approved.

It’s safe to say that Alya Skincare is a brand that likes to include good ingredients and focuses on the results. The brand prays itself on being vegan, cruelty-free, and PETA-approved with over a loyal audience of 60,000 followers, with a mission to deliver the best performing products, using only the safest ingredients.



If you have acne-prone skin, you and your skin will adore Oxygenetix. Guaranteed to not cause breakouts, as the brand has created a beautiful range non-comedogenic perfect for those of us with blemish-prone skin. The best part? Oxygenetix does not test on animals, is vegan and Parabens-free.

Oxygenetix is a certified vegan and cruelty-free beauty brand by the PETA or ‘People for the ethical treatment of animals’. They refuse to harm animals for the production or testing of products and use all-natural ingredients derived from plants, never animals. Being cruelty-free is so important for them because they don’t see a need for the abuse of animals in the industry or any other for that matter. “Oxygenetix is proud to be part of the ‘Beauty Without Bunnies’ movement and we do all of our testings on consenting humans in a medical or clinical setting,” Says Sophia Knapp, Oxygenetix US



A brand that looks just as good on the bathroom counter as it does on your face, Grown Alchemist’s ethos has been backed by the creation of an environmentally-friendly, vegan, and cruelty-free product offering with accreditations by the ACO (Australian Certified Organic) and SCA (SAFE Cosmetics Australia). In short, Grown Alchemist is one of those cruelty-free beauty brands that have formulated skincare for the conscious woman without harmful (or questionably harmful) ingredients.



With a mission to create natural beauty products that actually work, without having harmful ingredients and leave minimal impact on the environment, Press Beauty focus its skincare range on antibacterial, anti-inflammatory, and antioxidant-rich ingredients handcrafted in Australia. In addition to being a cruelty-free beauty brand, they’re also free of phthalates, parabens, sulphates, and other ingredients that you don’t want on your skin.



baresop products are Australian made with plant-derived ingredients, palm oil, and cruelty-free, and yes, all their packaging is made from recycled waste that you can either recycle or home compost, also their prints are always made by vegetable inks. That’s not all, my friends, at baresop they take every single detail into account, using a concentrated concept meaning they cut a huge percentage of carbon emission from making, transporting, and storing our products. We couldn’t be asking for anything more to upgrade our hands’ hygiene, am I right?

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