Beauty Brands Support #BeCrueltyfree Campaign, What it means?

What is Be Cruelty-free?

A campaign to ban animal testing for cosmetics across all major global beauty markets.

#BeCrueltyfree campaign was launched back in 2012 by Humane Society International with the aim of extending the European Union’s legal precedent – banning cosmetics animal testing and the sale of newly animal-tested cosmetics – to countries where this practice is still allowed or even mandated by law.


In the past few years, since #BeCrueltyfree launched, a bunch of countries enacted various bans on animal testing in the cosmetics industry. Check out the below timeline on how this campaign progressed. For more details, you can refer to


Companies that Support #BeCrueltyfree Campaign

There are a lot of big brands that support this campaign. Some of the brands are 100% Cruelty-free(Ex: LUSH) and have been fighting against animal testing for decades now.

Lately, we have been hearing that a lot of large corporations have become part of this campaign. Below are some of the large beauty giants that have partnered with #BeCrueltyfree

  • Avon

  • Proctor & Gamble

  • Unilever

  • Estée Lauder

Understanding this Partnership

All these brands above are partnering with Humane Society International(HSI) to support the #BeCrueltyfree campaign in efforts to ban animal testing for cosmetics in all major global beauty markets by 2023.


Avon has committed to supporting #BeCrueltyFree to drive regulatory change in key markets around the world – predominantly in Latin America and Southeast Asia – towards the desired global ban.


Unilever’s support includes an ambitious new collaboration aimed at accelerating regulatory acceptance of modern, non-animal approaches to consumer safety assessment.


Proctor & Gamble’s partnership will include joint education and capacity-building programs for non-animal alternatives, continued development of new animal-free approaches to safety assessment and advocating for the legislative end of cosmetic animal testing in key global beauty markets.


The Estée Lauder Companies is one of the world’s leading manufacturers and one of the biggest beauty brands to partner with HSI. Through this partnership, The Estée Lauder Companies will support Cruelty-Free International’s efforts to encourage leaders to embed cruelty-free consumption and production measures in the United Nation’s Sustainable Development Goals (SDGs). They are committed to working with both global and local partners to promote alternatives to animal testing in the cosmetics industry.

Apart from partnering with HSI, The Estée Lauder Companies is committed to seeking Leaping Bunny certification for some of its brands.

Does this mean these brands are Cruelty-free?

NO, these partnerships DO NOT mean that these brands are CRUELTY-FREE

All the above 4 mentioned corporations own multiple brands and they have acknowledged their brands are sold in countries where animal testing on cosmetics or cosmetic ingredients is required by law(Ex: Mainland China). This means the brands are sold in mainland China. Keep in mind, that these brands are working with HSI, but are NOT Leaping Bunny, CCF or Peta certified.


What does this Collaboration Mean?

  • Even though these beauty giants are NOT Cruelty-free, this is definitely a step in the right direction.
  • It encourages other beauty brands that are socially conscious in joining HSI to strive towards a global ban on animal testing within the cosmetic industry.
  • Apart from fighting for the ban on animal testing within the cosmetic industry, this collaboration will help HSI with supporting training in developing countries to help companies and government authorities transition to modern non-animal methods.



Even though these giant beauty brands – AVON, UNILEVER, PROCTOR & GAMBLE, ESTÉE LAUDER are NOT CRUELTY-FREE, this partnership with HSI on the #BeCrueltyfree campaign is a HUGE step in the right direction and I see this as a positive impact towards the Cruelty-free movement.

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