Last Updated: January 5, 2022

Is Fresh 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.
Yes, Fresh sells its products in stores in mainland China under conditions where animal testing is still legally required.
Since Fresh’s products are animal-tested, we wouldn’t consider anything sold or produced by Fresh to be vegan.


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Is Fresh Cruelty-Free in 2019?

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 in 2022? We’ve got the answers here!

Is Fresh Cruelty-Free?

Fresh is NOT Cruelty-free. Fresh pays and allows their products to be tested on animals when required by law. Fresh also sells its products in stores in mainland China where animal testing is mandatory for all imported cosmetics.

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

Fresh Animal Testing Policy

UPDATE (OCT 2019): Since the original publication of this post in June 2017, Fresh has changed and updated the wording of their animal testing statement on its website. In their previous statement, it stated: “We do not test our products on animals nor do we permit others to do so except when it is required by law.”

Below is a screenshot taken from Fresh’s website back in 2017:

Fresh Animal Testing Policy in 2017

Fresh’s animal testing statement now states, “Fresh does not test our products on animals.”

Below is a screenshot of what is currently stated on Fresh’s website about their position on animal testing:

Fresh Animal Testing Policy

They have removed the disclaimer “except when required by law.” But has Fresh’s policy changed at all?

A Closer Look: Fresh Animal Testing Policy

I emailed Fresh after seeing the changes and they responded back:

“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.”

This has confirmed that despite the changes in wording to their animal testing statement found on their website, they are still choosing to sell their products in mainland China where it is required by law for most imported cosmetics to be tested on animals.

Although Fresh is not carrying out these tests themselves, they are knowingly consenting to have their products be tested on animals by the Chinese authorities in order to sell in mainland China.

It didn’t take me long to find Fresh’s China website complete with a store locator page which shows a number of retail stores in Mainland China carrying or selling Fresh products.

Below are a couple screenshots taken from Fresh’s Chinese website:

Fresh products sold in China, required by law to test on animals
Fresh products sold in China, required by law to test on animals
Fresh sold in China

Many truly cruelty-free brands have chosen not to sell their products in China because of the country’s animal testing laws. Unfortunately, Fresh refuses to do the same and has decided to put profits before the welfare of animals.

Summary: Fresh is NOT Cruelty-Free!

By choosing to sell in mainland China, Fresh must have their products tested on animals. Therefore I 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?

Since we would not consider Fresh to be cruelty-free as their products are tested on animals when required by law, we also wouldn’t consider anything sold or manufactured by Fresh to be vegan.

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, and also 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”

  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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