Pureology (L’Oreal)

Last Updated: May 24, 2021

Is Pureology (L’Oreal) 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 Pureology’s ethics and initiatives.

Ethical Analysis

Is Pureology cruelty-free, 100% vegan, or sustainable? We’ve got the answers here! Read below for more details on Pureology’s policies.
Pureology is cruelty-free but Pureology is owned by L’Oreal, a company that is NOT cruelty-free.
All of Pureology’s products are 100% vegan and don’t contain any animal-derived ingredients or by-products.
Pureology claims they have reduced the amount of water needed per batch in their manufacturing processes, reduced utility energy consumption per bottle, reduced waste during the filing and packaging process.

Additionally, Pureology bottles are made of 95% post-consumer recycled materials and are 100% recyclable.
Pureology’s bottles are made of 95% post-consumer recycled materials and are 100% recyclable. Pureology has also removed the plastic wrapper of their shampoo and conditioners with a leak-free bottle cap.

Additionally, their cartons are made of 100% recycled fibers and they use FSC paper stock.

About Pureology (L’Oreal)

Pureology offers vegan, sulfate-free, aromatherapy, and hair care, and hairstyle products for soft, shiny, healthy hair.
COMPANY BASED IN: USA
PRODUCTS MADE IN: USA
PRODUCTS: Hair Care
CERTIFICATIONS: PETA-Certified

Pureology (L’Oreal)

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

Pureology is *Cruelty-Free

Pureology 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 Pureology to be *Cruelty-Free.

*Pureology is owned by L’Oreal, 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 L’Oreal owns Pureology.

What About China’s Animal Testing Laws?

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 2021.

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

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.

Pureology is 100% Vegan

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

100% VEGAN – Every formula is made without animal products or by-products. Pureology never tests on animals.”

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.

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