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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 2021? 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
Below is a screenshot taken from Fresh’s website back 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:
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 c
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.
Below are a couple screenshots taken from Fresh’s Chinese website:
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: