I just finished reading ‘Slave to Fashion’ by @safia_minney 📚 and it has completely changed my perspective on the true cost of cheap clothes. ✨ Definitely a must-read to understanding modern slavery in the fashion industry and the need to support fair trade and ethical brands that are transparent about how their products are made with respect for people and the planet. 🌍🌿
"Today, a whole generation of shoppers expect to be able to buy cheap clothing - but these low prices are only possible because of the slavery and exploitation that exist in the fashion supply chain.
The price of clothes does not reflect the true cost to the farmers, spinners and weavers, tailors, finishers, quality-control teams and packers who are underpaid and overworked in the race to get the latest fashion items into our stores.
Many of them are forced to live and work in shocking conditions.
Workers in developing countries are often left helpless by a lack of workplace representation and unions that could speak up for their rights. As a result, we are witnessing a global 'race to the bottom', with developing countries competing against each other to supply the cheapest labor in a bid to attract brands to their factories."

I just finished reading ‘Slave...

So accurate 👌🏻😂✨ (via @vegan.meme)

So accurate 👌🏻😂✨ (via @vegan.meme)

So-called “Cruelty-free” products have become increasingly popular in the last couple of years, but let’s take a step back and ask, what exactly does it mean when cosmetics, personal care, and household cleaning products are labeled as “cruelty-free”?
Products that are labeled as “Cruelty-Free” generally means they weren’t tested on animals, however, there is no standard or legal definition as to what is and isn’t allowed to be labeled as “cruelty-free”. So companies can call themselves and their products “cruelty-free” and it can mean whatever THEY want.
Misleading? — Yes.
Illegal? — No.
The FDA, responsible for regulating cosmetics labeling in the US, states on its website, “Consumers sometimes ask about use of claims such as “Cruelty-Free” or “Not Tested on Animals” on cosmetic labeling. Some cosmetic companies promote their products with claims of this kind in their labeling or advertising. The unrestricted use of these phrases by cosmetic companies is possible because there are no legal definitions for these terms.”
Unrestricted Use. No Legal Definition. — “Cruelty-Free” is now being used as a buzzword by marketers wanting to cash in on the trend.
But not ALL cruelty-free companies are liars and imposters. Some brands are genuinely committed to not testing their finished products and ingredients on animals, anywhere in the world.
But HOW do we know which cosmetic brands are telling the truth and are truly cruelty-free in 2020?
❶ Ask brands if their products or ingredients are tested on animals either by the company, their ingredient suppliers or commissioned to a third party and if they allow animal testing when required by law.
❷ Look for @leapingbunnyprogram brands --the most trusted cruelty-free certification program available!
❸ Check @ethicalelephant’s Cruelty-Free Brand Directory List where we have verified each and every brand's cruelty-free status before we list them (link in bio!)
 Together, we can end animal testing for cosmetics once and for all!
Thank you for choosing cruelty-free! 🐘 💕

So-called “Cruelty-free” products have become...

Lazy Sundays 💖 Laying in bed and wondering why you haven’t gone cruelty-free in 2020 yet 🤔✨
(📸 via @niu.body)

Lazy Sundays 💖 Laying in...

I love you all for going vegan! ✨ Happy Valentine’s Day! 💕 (via @sassyspudshop)

I love you all for...

What can I say..? I’m just a hopeless ramen-tic! 🍜
(📸 via @vegan.meme)

What can I say..? I’m...

THIS. 🙌🏻
“It’s not about being perfect! And we don’t know any vegans who walk around saying that they are, or that they cause zero harm. Veganism doesn’t mean causing ZERO harm (that would be delusional)... but it definitely means causing a lot less of it!! And causing LESS harm than before (before being vegan) is definitely worth celebrating and continuing to advocate for.

Don’t let the vegan haters get you down. Usually the people pointing their fingers and trying to find a flaw in veganism are the ones who simply don’t understand it or don’t know what it takes to stand for something.” (Words by @vegan_boss, 📸 via @unmeatfuture)

THIS. 🙌🏻 . “It’s not...

Show your love & support for vegan businesses in the comments by @ tagging some of your fave brands so we can follow and discover them too! 💚 (📸 via @brightzine)

Show your love & support...

Cruelty-free is the only way to be!🐇✨

Cruelty-free is the only way...

A quick and easy way to find out if your shoes are VEGAN and whether they were made from animal OR non-animal materials! 👠🌿
Once you know, you'll never forget! ✨ I've been using this guide for YEARS now and it has saved me so much time and hassle! 💗
Swipe 👈🏻 to see what each symbol means and which ones are considered vegan materials! 🌱
NOTE: This pictogram does NOT guarantee whether the glue used contain animal products, please contact the shoe manufacturer/companies to inquire about the source of their glue.
Shoes: old from @callitspring

A quick and easy way...

Parent Company Animal Testing Explained

This post may contain affiliate links.


It was a sad day for cruelty-free consumers when news broke of Estee Lauder’s acquisition of beloved cruelty-free makeup brand, Too Faced.

Although Too Faced has made a statement saying they’ll always remain cruelty-free, but lots of us have chosen to stop supporting and buying from Too Faced because now their parent company , Estee Lauder, continues to test on animals till this day!

But what’s the big deal about parent company testing? and how does this affect your decision to go cruelty-free?

I have a post here talking about the points for and against support cruelty-free brands owned by a parent company that tests on animals and since publishing that post, I’ve noticed the #1 reason why people choose not to support these brands is because they feel they’re indirectly supporting and funding more animal tests as their money goes back to the parent company.

Which is something I totally reason with and has been the deciding factor for me to no longer support these brands. But to give you an idea of the different structures of a business, here’s a complete breakdown because it’s ultimately your decision! =)

Parent Company + Animal Testing Explained

1. Independently Owned Brands

Cruelty-free brands that are independently owned include Pacifica, Makeup Geek, 100% Pure, Melt Cosmetics, Obsessive Compulsive Cosmetics. Some refer to brands in this category as “Indie Brands”.


2. Owned by a Cruelty-Free Parent Company

Cruelty-free brands that are owned by a cruelty-free parent company usually starts off and will always remain to be cruelty-free. A prime example is Hain Celestial, they are cruelty-free and they also own several cruelty-free subsidiary brands like JASON, Alba Botanica, Avalon Organics, and Live Clean.


3. Owned by a Non-Cruelty-Free Parent Company

Cruelty-free brands that are owned by a non-cruelty-free parent company usually starts off as an independent cruelty-free brand but then gets acquired by a parent company who isn’t cruelty-free.

We’ve seen this happen time after time:

Too Faced –> Estee Lauder (2016)
BECCA Cosmetics –> Estee Lauder (2016)
Seventh Generation –> Unilever (2016)
Dermalogica –> Unilever (2015)
NYX Cosmetics –> L’Oreal (2014)
Urban Decay –> L’Oreal (2012)
Smashbox –> Estee Lauder (2010)
The Body Shop –> L’Oreal (2006)
Tom’s of Maine –> Colgate (2006)
NARS –> Shiseido (2000)
Aveda –> Estee Lauder (1997)

Non-cruelty-free parent companies also own several other brands that are not cruelty-free as well.

For example, L’Oreal is not cruelty-free however they own 3 cruelty-free brands: The Body Shop*, NYX, Urban Decay. But they also own some non-cruelty-free brands: Lancome, Maybelline, Giorgio Armani, Garnier.

*Natura bought The Body Shop from L’Oreal in June 2017


It might not seem like a big deal but your purchases ultimately make a statement. What sort of statement you want to make? That’s up to you! Just know that there’s always more going on in the inner workings of a brand, so it’s best to know what you’re truly supporting when trying to make ethical and cruelty-free choices!

I’d love to know, how do you feel about independently owned cruelty-free brands vs. brands owned by a non-cruelty-free parent company?

What do you think?

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

  • Gloria
    January 5, 2019

    Once a cruelty-free company has sold out to a non-cruelty company, I cut ALL tie with that company and tell everyone I know. It’s betrayal and hypocrisy of the highest order. Love of money is indeed the root of all evil.

    • Gloria
      January 5, 2019

      What I meant to say was, If a cruelty-free company sells out to company that tests on animals, it is a deal breaker. Sorry for the mistype.

  • Terry
    July 24, 2018

    I question the ethical standards of a company that is supposedly committed to kindness and respect toward animals and yet they sell out to a company that tortures animals. Besides not wanting to indirectly support the parent company which tests, I feel betrayed by the “cruelty free” company who, in my opinion, made a deal with the devil.

    • Gloria
      January 5, 2019

      Totally agree!

  • Kaitlyn
    March 7, 2018

    I loved this article, but I’m left with one question. Say I were to buy an item from NYX, no would my money go to NYX or would my money go to the parent company L’oreal?

    • Vicky Ly
      March 7, 2018

      Great question, Kaitlyn. Your purchase of NYX would financially benefit BOTH companies.. NYX and their parent company, L’Oreal.

  • Maxym Plouffe
    August 22, 2017

    Hi! This confuses me . If a parent compagny that isn’t cruelty-free owns a cruelty-free company, does it mean that the CF company test on animals? Or that the profit goes for animal testing? What I understood is that I have to make a statement but im confused. Plz answer xx

    • Vicky Ly
      August 22, 2017

      Hi there!
      To avoid any confusion, let’s use a real-life example here:

      Too Faced was an independent company and is cruelty-free.
      Then, they got acquired by Estee Lauder.
      Estee Lauder is NOT a cruelty-free company.

      Too Faced made an announcement saying that they will always be cruelty-free and that being acquired by Estee Lauder will not change that for them.

      Currently, Too Faced has stuck with their word and have remained to NOT test any of their products or ingredients on animals.

      BUT, since Too Faced is no longer an independent company and is now owned by Estee Lauder….

      Some consumers feel that by buying Too Faced products now, that their money will also be going to Estee Lauder, and since Estee Lauder pays to have their products tested on animals… some people are not okay with that.

      So if YOU feel that way too, then you might want to buy from another cruelty-free brand that isn’t owned by a company that test on animals.

      But, if that doesn’t bother you and as long as Too Faced remains cruelty-free after being acquired by Estee Lauder.. then you are free to make the choice to continue buying Too Faced products.

      I hope that clears things up! =)

  • Kellie Murtha
    August 3, 2017

    I was watching a YouTuber and she only buys cruelty free makeup, including brands that are owned by non cruelty free brands. Her reasoning is that the parent company might be able to see that more profits come from the companies that do not test on animals. I know it doesn’t make perfect sense but it’s not a 100% bad thought.

    • Gloria
      January 5, 2019

      Your reasoning is absolutely spot on!

  • Franca
    April 19, 2017

    Hein Celestial have relations and investments in animal testing companies and meat distribution .

    • Niki R
      May 5, 2017


“Make ethical choices in what we buy, do, and watch. In a consumer-driven society our individual choices, used collectively for the good of animals and nature, can change the world faster than laws.”― Marc Bekoff

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Parent Company Animal Testing Explained