What Does Cruelty-Free Beauty Really Mean?

A long-awaited ban on cosmetic animal testing came into effect in Canada last December. (The ban applies to new or reformulated products—existing products that rely on previous animal testing data to prove their safety can still be sold.)

While many brands had already discontinued or taken steps to end the practice, it’s worth brushing up on the terminology to ensure you’re the most animal-friendly beauty consumer you can be. We asked Liz White, director of Animal Alliance of Canada, and Aviva Vetter, senior manager of cosmetics at Humane Society International, to help decode what popular labels really mean. Here's what to look for when buying cruelty-free beauty products.

Cruelty-Free

Under the new legislation, products can be labelled as cruelty-free if they weren’t tested on animals after the ban kicked in last December. There are a few variations to look for: Labels might also read “no animal testing” or “not tested on animals.” 

It’s worth noting that Health Canada won’t police cruelty-free claims made by brands unless a complaint is made against a product.

Leaping Bunny

This certification guarantees that products that bear its logo and/or are listed on its site are not tested on animals. Not all Leaping Bunny–certified brands pay to use the logo on their packaging, but you can look at the app or website for a full list of cruelty-free brands.

We love that Canadian cruelty-free brands are indicated with a maple leaf logo, making it easy to support local businesses.

Beauty Without Bunnies 

Animal-rights organization PETA has its own popular certification, complete with a bunny logo. Its searchable database features more than 6,500 entries and is an easy way to determine if a brand is cruelty-free.

Under this program, companies can be certified as either “Animal Test Free” or “Animal Test Free and Vegan.” The first ensures that companies and their suppliers “do not conduct, commission, pay for or allow any tests on animals for their ingredients, formulations or finished products anywhere in the world and that they will never do so in the future.” The second is used for companies that meet that standard and don’t use animal-derived ingredients in any of their products.

Vegan

If you’re avoiding animal products entirely, be aware that cruelty-free doesn’t necessarily mean vegan—cruelty-free products could include, say, lanolin or beeswax. “I would recommend looking for cruelty-free [and/or] non-animal-tested and vegan because these [terms] speak to different aspects of animal use and cruelty,” says White.

Can products be sold in China and still be cruelty-free?

Until recently, China was frequently cited by advocates because it required imported cosmetics to be tested on animals. A regulatory change in 2021 means that beauty companies can now both sell their products China and be cruelty-free. As long as they meet certain manufacturing standards, “imported cosmetics such as shampoo, blush, mascara and perfume—a large part of personal-care products sold in China—no longer have to be tested on animals in Chinese laboratories,” Vetter says.

“Some cosmetics, like hair dyes, hair-loss products and sunscreens, still require animal testing [in China], so look for a cruelty-free, Leaping Bunny or PETA label.”

The best cruelty-free beauty products to shop for 2024 from Leaping Bunny or PETA-approved brands

The Ordinary Hyaluronic Acid 2% + B5 Serum, $12

With plumping hyaluronic acid and ceramides, this serum is a hydration heavy hitter.

Saie Mascara 101, $37

Cruelty-free makeup brand Saie has a ton of great products worth checking out. Our editor-in-chief is a fan of this buildable mascara, which gives great length with minimal smudges.

Burt’s Bees Shea + Passion Fruit Oil Moisturizing Lip Balm, $13

Shea butter and passion-fruit oil hydrate lips in one swipe. We love the eco-friendly, compostable paper tube.

Everist The Deep Conditioning Concentrate, $28

Hydrate hair and tame frizzies with this ultra concentrated conditioner.

The 7 Virtues Amber Vanilla Eau de Parfum, $119 (50mL)

Notes of amber, vanilla and pink carnation make for a warm and heady combination. Plus, a portion of all proceeds goes to the non-profit Days for Girls to advance period equity.

Ilia Skin Rewind Complexion Stick, $62

This makeup-skincare combo delivers pore-blurring medium coverage that glides easily onto skin.

E.l.f. Skin Holy Hydration! Gel Yeah Moisturizer, $16

This refreshing gel contains hydrating squalane, calming allantoin and fatty-acid-rich prickly pear.

Three Ships First Light Vitamin C + Caffeine Eye Cream, $39

Formulated with caffeine, acerola cherry and vegan squalane, this eye cream brightens and depuffs.

Lush Aromaco Solid Deodorant, $11

Fight odour with this solid, packaging-free combo of witch-hazel extract, camomile vinegar and patchouli oil.