Maui Moisture (Kenvue)

Last Updated: June 6, 2023

How Ethical Is Maui Moisture (Kenvue)?

Make a positive impact by supporting companies with the same values and ethics as what matters most to you. To navigate and find ethical brands, here's a summary of Maui Moisture's ethics and initiatives.

Ethical Analysis

Is Maui Moisture cruelty-free, vegan, or sustainable? We’ve got the answers here! Read below for more details on Maui Moisture’s policies.
Maui Moisture is cruelty-free, but Maui Moisture is owned by Kenvue, a parent company that is NOT cruelty-free.
All of Maui Moisture’s products are 100% vegan and don’t contain any animal-derived ingredients or by-products.
Maui Moisture pledges to use more recycled materials in their packaging and state that by 2025, 100% of their plastic packaging will be reusable, recyclable, or compostable. But I couldn’t find any information on their progress or current practices and policies.
Maui Moisture’s products come in plastic packaging but they claim “we’ve pledged to use more recycled materials in packaging, reduce reliance on single-use model, and ensure that by 2025, 100% of our plastic packaging be reusable, recyclable, or compostable.”

About Maui Moisture (Kenvue)

Maui Moisture offers haircare inspired by ingredients that can be found in tropical islands like Maui.

Maui Moisture (Kenvue)

This post may contain affiliate links that at no additional cost to you, I may earn a small commission.

You can find Maui Moisture cruelty-free products at Target, Ulta, or on Amazon.

Maui Moisture is *Cruelty-Free

Maui Moisture 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 Maui Moisture to be *Cruelty-Free.

*Maui Moisture is owned by Kenvue (a spin-off of Johnson & Johnson) and a corporation that is NOT cruelty-free because they allow some of their other brands to test on animals.

It’s your choice whether you want to support or boycott cruelty-free brands owned by a parent company that is not cruelty-free. There is no ‘right’ or ‘wrong’ answer to this. I encourage you to do what you’re comfortable with, but I think it’s important to disclose that Kenvue owns Maui Moisture.

Below is a screenshot of what’s currently stated on Maui Moisture’s website about its animal testing policy:

Is Maui Moisture Cruelty-Free?

What About China’s Animal Testing Laws?

Maui Moisture has confirmed they do not sell their products in retail stores in mainland China; therefore, they are not required to test on animals.

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, and by any third parties.

Also, note that Cruelty-Free and Vegan don’t always mean the same thing.

Maui Moisture is 100% Vegan

Maui Moisture has confirmed all of its products are vegan and don’t contain any animal-derived ingredients or by-products.

The following is a snippet of the email response I received from Maui Moisture when I asked if all of their products are vegan:

“The Maui Moisture team wants to assure you that all Maui Moisture products are both vegan and cruelty-free.”

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 Maui Moisture’s products made?

I asked Maui Moisture where some of their products are manufactured and they told me:

“We can confirm that all of the products you mentioned are manufactured in the USA.”

I hope this article helped you to understand Maui Moisture’s cruelty-free and vegan status and by choosing cruelty-free together, we can help end animal testing for cosmetics once and for all!

Kindly Share
the Good Vibes

Inspire others to make a positive change by sharing this resource on Facebook, Twitter, Pinterest, or Email.

Share /

Share on facebook
Share on twitter
Share on pinterest
Share on email

What do you think

Leave a Comment

Your email address will not be published. Required fields are marked *