“Vegan” and “cruelty-free” are often treated as the same thing. They aren’t. One is about ingredients; the other is about testing and supply chains. And because marketing language is inconsistent, the most reliable way to shop ethically is not memorizing brand lists—it’s learning a quick verification method you can apply to any product.
This guide explains what the labels actually mean, which third-party certifications are worth trusting, how global regulations complicate the picture, and how to build a simple checklist that keeps you out of the greenwashing swamp.
Vegan vs cruelty-free: the key difference
Vegan makeup
Vegan means the formula contains no animal-derived ingredients or by-products. It does not automatically mean the product was made without animal testing somewhere in the chain.
Cruelty-free makeup
Cruelty-free generally means no animal testing of the finished product or ingredients. The problem is that “cruelty-free” is not enforced as a single global standard. Some brands interpret it narrowly (for example, only the final product), while ingredients may be tested by suppliers or under certain regulatory conditions.
Bottom line: Vegan ≠ cruelty-free, and cruelty-free ≠ vegan. If you care about both, you must verify both.
Why certification matters (and “bunny logos” can be misleading)
Anyone can put a bunny on packaging. A logo only means something if it’s tied to a real standard and oversight.
Third-party certification matters because it:
- Defines criteria more clearly than marketing language
- Requires supply-chain commitments (not just a statement)
- Often includes monitoring and/or auditing requirements
A widely respected example is the Leaping Bunny approval programme (Cruelty Free International), which requires brands to meet criteria that go beyond legal minimums and to actively monitor suppliers under a fixed cut-off date approach. You can read how the programme works here: Cruelty Free International’s Leaping Bunny approval programme.
Certifications and logos you can trust
Leaping Bunny (Cruelty Free International)
Leaping Bunny is commonly regarded as a high-bar cruelty-free standard because it focuses on supply-chain controls, not just “we don’t test.” If you’re unsure where to start, this is one of the strongest first filters: Leaping Bunny programme overview.
The Vegan Trademark (The Vegan Society)
The Vegan Society’s Vegan Trademark is a well-known standard for vegan claims and includes requirements intended to prevent animal-derived inputs and reduce cross-contamination risks “as far as reasonably practicable.” If you want a reliable vegan signal, this matters more than a brand’s self-declared “vegan” label. Start here: The Vegan Trademark standards.
What about “PETA cruelty-free” lists?
Some shoppers use PETA’s lists as a starting point, but many experts consider Leaping Bunny-style programmes stronger because they require more structured supplier monitoring. If your goal is the highest confidence, prioritize third-party programmes that publish clear criteria and oversight.
The global reality: why “no animal testing” is complicated
It’s tempting to want a single global rule: “animal testing is banned, so we’re done.” Reality is messier because regulations vary, and different laws can apply to ingredients and chemicals in different ways.
The EU: a cosmetics testing ban, with ongoing legal complexity
The EU has long-standing provisions banning animal testing for cosmetics and restricting marketing of cosmetics tested on animals under the cosmetics regime. The European Commission’s overview is here: EU ban on animal testing for cosmetics.
However, separate chemical safety frameworks can still create situations where animal tests are requested for worker/environment exposure assessments of substances, even if those substances are used in cosmetics. Cruelty Free International has discussed these tensions and the continued pressure for animal testing in certain contexts: “Animals still die in the name of beauty…” (Cruelty Free International).
China: important progress, but not a simple yes/no
China’s cosmetics regulations have shifted in ways that opened pathways for some imported “general” cosmetics to avoid mandatory animal testing under defined conditions (documentation, safety assessment, compliance criteria). One clear explainer of the 2021 milestone and what it does—and doesn’t—mean is available from the EU SME Centre: animal testing exemption for imported general cosmetics in China (EU SME Centre).
How to use this information: Don’t rely on sweeping claims like “China requires animal testing” or “China is cruelty-free now.” Instead, treat market participation as a verification point: look for certification and transparent policy statements that address how the brand manages regulatory risk.
United States: animal testing isn’t legally required for cosmetics
In the U.S., federal law does not specifically require animal testing for cosmetics. Manufacturers are responsible for substantiating safety, and testing methods can vary. The FDA explains the basic position here: FDA: Animal Testing & Cosmetics.
A practical checklist for ethical makeup
Use this as a repeatable workflow. It’s designed to take minutes, not hours.
Step 1: Decide what you mean by “ethical”
- Vegan only: no animal-derived ingredients
- Cruelty-free only: no animal testing in product/ingredient supply chain
- Both: vegan + cruelty-free
Step 2: Look for high-confidence verification
- For cruelty-free, check for recognized programmes like Leaping Bunny (Cruelty Free International).
- For vegan, look for a credible standard like The Vegan Society’s Vegan Trademark.
Step 3: Read the brand’s policy like a detective
Strong policies usually answer these questions directly:
- Does the policy cover ingredients as well as finished products?
- Does it include suppliers and contractors?
- Does it address selling in markets with complex regulatory requirements?
- Is there a clear definition of “cruelty-free” (not just a slogan)?
Step 4: Avoid the “badge trap”
If the brand uses a logo you’ve never heard of, look it up. Some “certification” marks are created by brands themselves or use unclear standards.
Step 5: Buy fewer products, but buy better
If your goal is harm reduction, the most powerful lever is often consumption itself. A smaller, well-loved kit of multi-use products can beat a drawer full of “ethical” impulse buys.
Common non-vegan ingredients to watch for
If you’re shopping vegan, these are common ingredients that may be animal-derived (or may have animal-derived variants):
- Carmine / cochineal (red pigment in lip and cheek products)
- Beeswax (often in lip balms, mascaras, cream products)
- Lanolin (frequent in lip and skin products)
- Collagen and keratin (sometimes in “strengthening” claims)
- Shellac (can appear in some cosmetics and nail products)
Ingredient lists can be technical. When in doubt, choose products with credible vegan certification and clear transparency.
Beyond animals: sustainability signals that matter
If Unsustainable Magazine is your lens, ethical makeup should include the environmental story too—without turning “sustainable” into a marketing word.
Packaging: the fastest sustainability win
- Refillable systems (where the refills are truly lower impact)
- Minimal mixed materials (easier to recycle)
- Durable compacts you keep for years (not novelty packaging)
Overconsumption: “clean beauty” can still be wasteful
“Clean,” “natural,” and “non-toxic” are not standardized terms. A product can be marketed as “clean” and still be vague about animal testing or sustainability. Treat those claims as separate from vegan/cruelty-free verification—and prioritize fewer, better purchases.
Transparency beats perfection
Some of the best signals are boring: clear policies, defined terms, and consistent verification. If a brand can’t explain its claims without poetic language, it’s usually not a good sign.
FAQ
Is “cruelty-free” legally defined?
In many markets, it isn’t defined as a single enforceable standard, which is why third-party certification and supplier monitoring matter. Start with standards like Leaping Bunny.
Can a product be cruelty-free if it’s sold globally?
It depends on the brand’s policy, supplier controls, and which markets it sells in under what regulatory pathways. Treat global selling as a reason to look for stronger certification and transparent policies, not as an automatic disqualifier.
Does “vegan” guarantee animal welfare?
It guarantees the ingredient claim (when verified), but animal welfare concerns also include testing and supply-chain practices. If you care about both, verify both vegan and cruelty-free.
What’s the fastest way to shop ethically without spending hours?
Pick one trusted cruelty-free standard, one trusted vegan standard (if you want vegan), and apply the same checklist every time. Consistency beats chasing “perfect” brands.