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You can find It’s a 10 Haircare cruelty-free products at Target, Ulta, Walmart, and Amazon.
It’s a 10 is Cruelty-Free
It’s a 10 has confirmed they do not test their products or ingredients on animals or ask others to test on their behalf. Their suppliers also do not test on animals, nor do they allow their products to be tested on animals when required by law. And finally, their products are not sold in stores in mainland China or any other country that may require animal testing.
By our standards, we would consider It’s a 10 to be Cruelty-Free.
Below is a screenshot of what’s currently stated on It’s a 10’s website about its animal testing policy:
What About China’s Animal Testing Laws?
It’s a 10 has confirmed they do not sell their products in retail stores in mainland China; therefore, they are not required to test on animals.
“we do not sell in Mainland China at this time”
As of May 1, 2021, some imported ordinary cosmetics can be exempt from animal testing under certain conditions. However, for the most part, animal testing is still legally required for most imported cosmetics in 2022.
Cruelty-Free Policies
Note that there is no legal definition for the label ‘Cruelty-Free.’ It can mean different things to different people. But Cruelty-Free is generally used to imply no animal testing. More specifically, the ingredients, formulation, or finished product are not tested on animals at any stage of product development.
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, or any third parties.
Also, note that Cruelty-Free and Vegan don’t always mean the same thing.
It’s a 10 is Not 100% Vegan
‘Vegan’ in cosmetics can refer to an entire brand that is 100% Vegan or a specific product is vegan.
In the case of It’s a 10, not all of their products are vegan. But they have some products that are suitable for vegans.
The following is a screenshot of what was stated on It’s a 10’s FAQ page about their use of animal-based keratin:
How to know which of It’s a 10 products are vegan?
It’s a 10’s FAQ page states the following items are vegan:
- Miracle Sulfate Free Shampoo
- Miracle Styling Serum
- Miracle Firm Hold Gel
- Miracle Finishing Spray
- Miracle Styling Cream
- 5 Minute Hair Repair for Blondes
- Whipped Styling Balm
- Whipped Finishing Spray
- Whipped Shampoo
- Potion 10 Repair Shampoo
- Potion 10 Instant Repair Leave-in
- Miracle Defrizzing Gel
- He’s a 10 Miracle Pliable Paste
- He’s a 10 Miracle Defining Gel
- He’s a 10 Miracle 3-IN-1 Shampoo, Conditioner & Body Wash
Vegan Policies
Similar to ‘Cruelty-Free,’ there is no standard or legal definition for the label ‘Vegan.’ But it usually means no animal-derived ingredients or animal by-products.
Some common animal products used in cosmetics include carmine, lanolin, snail mucus, beeswax, honey, pearl or silk-derived ingredients, animal-based glycerin, keratin, and squalene.
There are plant-based and synthetic alternatives to animal-derived ingredients. But it’s sometimes difficult to know with certainty whether a product is vegan just by reading the ingredient list.
So it’s best to ask the company and manufacturers to ensure the ingredients they’ve chosen to use were from non-animal sources.
Where are It’s a 10’s products made?
I asked It’s a 10 where their products are manufactured and they told me:
“Our products are manufactured in the USA, however, some bottles may say Made in Belgium or Made in London, as we are licensed to distribute internationally.”
I hope this article helped you to understand It’s a 10’s cruelty-free and vegan status and by choosing cruelty-free together, we can help end animal testing for cosmetics once and for all!
