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Is Rimmel London Cruelty-Free; Testing On Animals?

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rimmel cruelty free

Rimmel London is unfortunately not cruelty-free and Rimmel products and ingredients are tested on animals.

I don’t blame you if you thought otherwise because they’ve done a stellar job of hiding one little detail about their animal testing policy.

They have a special link dedicated to trying to sell you on how they take the issue of animal testing ‘very seriously’.


At first glance, we’re all thinking.. Good for Rimmel, they seem to care. But when you click to read more, you’re redirected to this long write-up that no one cares to read. Somewhere in this essay, you’ll find the catch.

Rimmel claims to be an ethical company that supports alternatives to animal testing but not when it’s cutting into their profits.


“We do not perform, nor do we ever commission any third parties on our behalf to perform, testing of our products or ingredients on animals. The only exceptions are the very few countries where, by law, the regulatory authorities require us to submit our products or ingredients to them for testing on animals as a mandatory part of their regulatory protocols in compliance with their local regulations”

China is currently the only country that requires mandatory animal tests on all cosmetic products imported into the country.

Simply put, if a company sells their products in China = they are no longer cruelty-free. Now this begs the question, does Rimmel retail their products in China?

In an email response when asked if they sell their products in China, Rimmel said…

Chinese consumers have made it clear they want Rimmel London. It would not be right to deprive them of the products they want to use and enjoy. Our industry continues to work together in encouraging the Chinese authorities to accept more modernized non-animal safety testing methods.

There are over 40 non-animal test methods that have been scientifically validated and over 5,000 ingredients that are already proven safe for human use. Not to mention, the E.U. has a complete ban on product testing on animals and thereby proving that animal test methods are outdated and unnecessary.

Nice try Rimmel London, if you really do care about animals and take the issues of animal testing very seriously.. then stop supporting it.

15 Responses
  • Laura
    May 9, 2017

    “It is common knowledge that China is currently the only country that requires mandatory animal tests on all cosmetic products imported into the country. However, we have been actively involved in the dialogue with the Chinese authorities and regulators, including through our membership to the China Association of Fragrance Flavor and Cosmetic Industries (CAFFCI). As a result, China has recently started to investigate ways to replace animal testing and has sought the assistance of European scientists.

    The common goal of all these efforts is our aim to completely replace animal testing.”

    This is what it says now, in 2017, on Rimmel’s website – I thought I’d post it here as I was researching them and your post came almost top of the list! So at least we know that Rimmel are trying to improve and soon we may be able to use their products again 🙂

  • Elizabeth
    April 1, 2017

    Can anyone recommend where to buy vegan make-up? Thanks L

  • NJ
    December 11, 2016

    Thanks for this Vicky! Very informative! They should’ve used the fact that Chinese consumers wanting their products as a chance to convince the Chinese authorities to rethink their animal testing policies. If they had refused to sell their products there, that would definitely make the consumers more aware of animal testing and demand a ban on it.

  • Sharon Wineman
    March 19, 2016

    I just trashed all my Rimmel products! I’m a vegan and I am disgusted that I’ve been putting these torture products on my face. F**k off Rimmel London. Word out any way you like in your fancy essay. My response is pain as day.

  • Charlotte
    October 13, 2015

    I’m so disappointed. I’ve been cruelty-free for years now and recently saw this on Rimmel’s website and thought ‘great!’ What a sneaky thing to do. And their response is just sickening ‘deprive them of products’…

    I’m glad it’s only one item I’ve purchased from them in the last few months.

    • Vicky Ly
      October 13, 2015

      I know the feeling of what a disappointment it is to hear that Rimmel isn’t cruelty-free. They’ve been touting around as a ‘cruelty-free’ brand for quite some time now! =( It’s unfortunate how brands can easily shift their ethics in the name of profits.

  • Lulabella
    October 13, 2015

    Ugh! “wouldn’t be right to deprive them” – of all the hundreds of brands they have access to on the Chinese market, Rimmel MUST absolutely give the consumers what they want! What a crock, absolutely disguting, vile attitude! So irritated by that answer!

    • Vicky Ly
      October 13, 2015

      Totally! They made it sound like they had absolutely no choice but to sell in China and have their products tested on animals! =( Glad we caught on though!

  • Magdalena
    July 10, 2015

    “It would not be right to deprive them of the products they want to use and enjoy”

    Oooph! Poor consumers, how will they ever get by without Rimmel Mascara? It’s their basic human right to waterproof lashes!

    Most hilarious response I’ve read in ages. Thank you so much for the work you do!

    • Vicky Ly
      July 13, 2015

      Haha! I know, right?! It’s like they want us to sympathize with their issues. I’m sure you guys get a lot of hilarious responses from companies too! We should start a tumblr page for all of these funny responses that we get! =)

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