Living Proof (Unilever)

Last Updated: January 7, 2022

Is Living Proof (Unilever) Cruelty-Free and Vegan?

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 Living Proof’s ethics and initiatives.

Ethical Analysis

Is Living Proof cruelty-free, vegan, or sustainable? We’ve got the answers here! Read below for more details on Living Proof’s policies.
Living Proof is cruelty-free but Living Proof is owned by Unilever, a company that is NOT cruelty-free.
Not all of Living Proof’s products are vegan but they have some vegan options.
Currently, the only sustainability initiative I could find of Living Proof implementing is their recycling program with Terracycle.
Living Proof products come in plastic packaging but they offer a recycling program with TerraCycle.

Additionally, Living Proof’s goal by 2025 is to decrease their use of virgin plastic by 50% and increase their use of post-consumer recycled material by 50% while having 100% recyclable packaging worldwide.

About Living Proof (Unilever)

Living Proof offers hair products that are paraben-free & silicone-free.

Living Proof (Unilever)

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

You can find Living Proof cruelty-free products at, Sephora, Ulta, Cult Beauty, and Amazon.

Living Proof is *Cruelty-Free

Living Proof 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 Living Proof to be *Cruelty-Free.

*Living Proof is owned by Unilever, 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 Unilever owns Living Proof.

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

Living Proof's Cruelty-Free Claims

What About China’s Animal Testing Laws?

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

“No we do not sell in mainland China.”

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.

Living Proof 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 Living Proof, not all of their products are vegan. But they have some products that are suitable for vegans.

How to know which of Living Proof products are vegan?

All of Living Proof’s vegan products are clearly marked on their website. In addition, you can shop from their list of vegan products on this page:

Living Proof Vegan Product List

When I asked Living Proof which of their hair care products are suitable for vegans and don’t contain any animal-derived ingredients or by-products, they told me all of their products are vegan with the exception of a handful that contains beeswax and/or lanolin.

Our scientists take great care in developing highly effective products. All of them are vegan with the exception of just a few that use PEG-8 Beeswax (from bees) and/or C10-40 Isoalkylamidopropylethyldimonium Ethosulfate (a lanolin base from lamb’s wool). Those products are our:

  • Amp – not vegan
  • Curl Defining Cream – not vegan
  • Curl Detangling Rinse – not vegan
  • No Frizz Weightless Styling Spray – not vegan
  • Perfect hair Day (PhD) 5-in-1 Styling Treatment – not vegan
  • Perfect hair Day (PhD) Night Cap Overnight Perfector – not vegan
  • Prime Style Extender – not vegan
  • Restore Mask Treatment – not vegan

Vegan Policies

Similar to ‘Cruelty-Free,’ there is no standard or legal definition for the label ‘Vegan.’ But it’s usually used in the context to describe something that doesn’t contain any 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 Living Proof’s products made?

I asked Living Proof where their products are manufactured and they told me:

“Our products are made in the USA.”

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

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