Fresh (LVMH)

Last Updated: June 14, 2022

Is Fresh (LVMH) Cruelty-Free and Vegan?

Fresh is a natural beauty brand with a range of skincare, lip care, body care, and fragrances sold all over the world, but is Fresh cruelty-free or vegan in 2022?

Ethical Analysis

Is Fresh cruelty-free or vegan? We’ve got the answers here! Read below for more details on Fresh’s policies.
Fresh is NOT Cruelty-Free. Fresh engages in animal testing by allowing its products to be animal-tested.

Fresh is also owned by LVMH, a parent corporation that does engage in animal testing.
Yes, Fresh sells its products in stores in mainland China under conditions where animal testing is still legally required.
Fresh does not claim or market itself to offer any vegan-friendly options. And since Fresh engages in animal testing, we wouldn’t consider anything sold or produced by Fresh to be vegan anyways.

Fresh (LVMH)

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Fresh is NOT Cruelty-Free!

Fresh allows its products or ingredients to be tested on animals when required by law including when selling in stores in mainland China.

In addition, Fresh is owned by LVMH, a parent corporation that is NOT cruelty-free.

Fresh’s Animal Testing Policy

On Fresh’s US website, they claim that they do not test their products or ingredients on animals. However, their Hong Kong website says otherwise.

See below for a screenshot of what’s currently stated on Fresh’s US website:

I managed to stumble upon Fresh’s Hong Kong website and everything was in Chinese but I used Google Translate and was surprised to see a different animal testing statement than what’s currently stated on their US website.

See below for a screenshot of what Google translated from Fresh’s HK website:

On Fresh’s Hong Kong FAQ page, it says the company does not test on animals, except where required by law.

Policies stating, “except where required by law,” usually imply the company is selling its products in mainland China. That’s because cosmetics sold in stores in mainland China are required by law to be tested on animals.

So I reached out to Fresh to ask for more information about their animal testing policy. More specifically, I wanted to know if they allow their products to be tested on animals when selling in countries that require animal testing (like mainland China)?

Fresh responded by saying:

“Our products are made in Europe and USA, and for imported cosmetics the Chinese health authorities require companies to make their products available to the authorities to be tested in state-certified laboratories for registration purposes only, as it is currently their only recognized method to demonstrate product safety. These tests are not carried out by us, but by the Chinese authorities.”

Is Fresh Sold in China?

Yes. Fresh confirmed in their email response to me that they do sell in China. Additionally, I found their Chinese website and their store locator shows several results in mainland China. See below for a couple of screenshots:

But Doesn’t China No Longer Tests on Animals?

Companies can bypass China’s pre-market animal testing by choosing to manufacture their ordinary or general cosmetics in China, but it’s not stated anywhere that Fresh has taken this route.

Additionally, the possibility of post-market animal testing is not completely ruled out and may be conducted on some cosmetics sold in physical stores in China.

As of May 1, 2021, cosmetic companies can also export and sell their ordinary or general cosmetics in China without animal testing only if they meet a set of preconditions first. However, meeting these conditions has proven difficult, and it’s still unclear what exactly is accepted according to the new regulations. So there’s no word yet of any company that has successfully done so.

Follow the highlighted lines in the graphic below to see why most cosmetics sold in China (like Fresh) are still required by law to be tested on animals in 2022.

Because Fresh has decided to sell in mainland China stores, they must consent and pay to have their products tested on animals. That’s why most cosmetics brands selling in mainland China cannot be considered cruelty-free in 2022.

Although Fresh may not be conducting these animal tests themselves, they knowingly allow Chinese authorities to test their products on animals to sell in China.

For those reasons, we would not consider Fresh to be cruelty-free by our standards.

Cruelty-Free Policies

Many truly cruelty-free brands have chosen not to sell their products in China because of its animal testing laws. Unfortunately, Fresh refuses to do the same and therefore cannot be considered cruelty-free.

At ethical elephant, we always assess a company’s cruelty-free policy using our Cruelty-Free Checklist. This ensures no animal testing was performed by the brand itself, its suppliers, and by any third parties, including when required by law.

See below for our complete cruelty-free checklist. Since Fresh already does not meet the last two, we cannot classify the brand as being cruelty-free.

Complete Cruelty-Free Checklist

Is Fresh Certified Cruelty-Free?

Fresh is not certified cruelty-free by any third-party cruelty-free certifications like Leaping Bunny or PETA.

Because Fresh is not certified cruelty-free by a third party, no one is looking into or substantiating Fresh’s cruelty-free commitments and claims.

Is Fresh Owned By A Non-Cruelty-Free Parent Company?

Yes. Fresh is owned by LVMH, a parent corporation that still engages in animal testing in 2022.

Some cruelty-free consumers may choose to purchase and support cruelty-free brands owned by animal-tested parent corporations as they hope it will convince the parent company to become cruelty-free.

But in this case, Fresh is NOT cruelty-free and neither is its parent corporation, LVMH.

Is Fresh Cruelty-Free?

To sum up, by choosing to sell in mainland China, Fresh must have its products tested on animals. Therefore, we would NOT consider Fresh to be a cruelty-free brand.

Currently, Fresh is on our List of Brands to Avoid – Animal Tested.

Is Fresh Vegan?

Fresh does not claim or market itself to offer any vegan-friendly options. And since Fresh engages in animal testing, we wouldn’t consider anything sold or produced by Fresh to be vegan anyways.

In order for products to be considered vegan by ethical elephant’s standards, the products and their ingredients must not be tested on animals anywhere in the world. Also, they must not contain any animal-derived ingredients or by-products.

Cruelty-Free Alternatives to Fresh:

Looking for a cruelty-free alternative to Fresh? We recommend the following cruelty-free skincare brands:

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What do you think

6 thoughts on “Fresh (LVMH)”

  1. The FAQ has been changed. It only says “fresh does not test products on animals” then It goes on to say that they don’t test the raw material on animals either. Additionally, they are working on formulating new methods of testing products without testing on animals so more companies will become cruelty free!

  2. Lianne (my friend’s email but we both use.. :/)

    Can u update this page again? Fresh changed their FAQ reply since then but i still want to know if they’re tryting to avoid and hiding that they still test or they no longer test and are actually cruelty free (sorry about my grammar! English is my 3rd language 🙂

  3. Please look into this and do an update. This is now what the Fresh website states:


    A: Fresh does not test our products on animals.

    We are deeply committed to the elimination of animal testing. We are playing a leading role in developing alternative methods through our support of the “Fund for Alternatives to Animal Testing” in the United States. We also actively participate in validation studies of new alternative tests in the framework of the European cosmetics association, Cosmetics Europe.

    We are one of only a few companies to have invested in creating our own internal department specifically dedicated to alternative methods applicable to the safety evaluation of raw materials and cosmetic products, in order to ensure both total control over raw materials and complete security of cosmetic products for consumers, which is our top priority.

    As a result, all Fresh products undergo very strict tolerance tests using non-animal methods during the development of each product to ensure quality and safety prior to market.

    1. Hey Whit,
      Thanks for letting me know about their updated animal testing statement. I’ve just updated this post and sadly, despite Fresh’ recent update to their animal testing statement… they are still choosing to sell in Mainland China and they are making the claim that “we” don’t test on animals.. but the Chinese labs are doing the testing for us which is just a loophole. Their products are tested on animals and cannot be considered cruelty-free.

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