What Does Cruelty-Free Beauty Really Mean?

A long-awaited ban on cosmetic animal testing came into effect in Canada in December 2023. (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 2023. 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

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

With plumping hyaluronic acid and ceramides, this serum by Canadian skincare brand The Ordinary is a hydration heavy hitter that leaves skin plump and smooth at a fraction of the cost of similar products.

Everist The Deep Conditioning Concentrate, $28

Toronto-based Everist is known for its eco-friendly waterless formulas made with all-natural ingredients and housed in fully recyclable aluminum tubes. This ultra-concentrated conditioner leaves hair hydrated while also taming frizz.

The 7 Virtues Amber Vanilla Eau de Parfum, $127 for 50 mL

Notes of amber, vanilla and pink carnation make for a warm and heady combination in this eau de parfum by Halifax-based fragrance brand The 7 Virtues. It also comes in a travel-friendly 10 mL spray.

Three Ships First Light Vitamin C + Caffeine Eye Cream, $41

Looking for cruelty-free skincare that feels luxe? Toronto-based Three Ships has you covered with a line-up of highly effective, skin-loving formulas. Made with caffeine, acerola cherry and vegan squalane, this eye cream brightens and depuffs.

Ilia Skin Rewind Complexion Stick, $62

Vancouver-founded brand Ilia offers some of the best complexion products on the market, and this makeup-skincare combo is no exception. The stick foundation delivers pore-blurring medium coverage that glides easily onto skin.

Oceanly Phyto-Sun Lip Balm with SPF 30, $20

This pretty my-lips-but-better tinted lip balm by Quebec-based brand Oceanly checks all the right boxes: it's cruelty-free, vegan, eco-friendly and contains hydrating ingredients like collagen and phytoglycogen. We love the compostable paper tube.

Lush Aromaco Solid Deodorant, $11

For those looking to reduce their plastic consumption, Lush offers a wide selection of solid skincare, haircare and personal-care products. Fight odour with this packaging-free deodorant that relies on witch-hazel extract, camomile vinegar and patchouli oil to do its job. (Bonus: The U.K.-based brand manufactures their products in Canadian factories!)