Many brands state, “We do not test our products on animals.”
On the surface, that sounds like they’re cruelty‑free. In reality, the claim is often misleading.
What Cruelty‑Free Actually Means
Being cruelty‑free means no animal testing at any stage of the production process—not just on the finished product.
Most brands don’t run animal tests themselves. Instead, testing often happens at the ingredient or raw material level. A brand can say it doesn’t test on animals while still using ingredients that were tested on animals elsewhere in the supply chain.
A Useful Comparison
It’s like a company claiming it’s free of child labor because it doesn’t directly employ children. That’s not enough. A truly child‑labor‑free company ensures no child labor is involved at any stage of production.
The same principle applies to animal testing. A genuinely cruelty‑free brand makes sure no animal testing happens anywhere in its supply chain—not just on the end product.
How Brands Can Ensure This
To meet a true cruelty‑free standard, a brand must:
- Require that all manufacturers and raw material suppliers follow strict no‑animal‑testing policies.
- Audit and confirm that the entire supply chain complies with this standard.
Organisations like Cruelty Free International help brands navigate this process and provide certification programs that verify a brand’s commitment.
Why Certification Matters
Getting certified by an independent cruelty‑free organisation is not a quick process. It takes time and accountability. But it’s the only way to guarantee that a brand’s claim is backed by real action, not just marketing.
Look for official cruelty‑free certifications—such as the Leaping Bunny—on product labels or brand websites. This is the best way to avoid supporting companies that still allow animal testing at some point in their supply chain.
Anam Cosmetics is approved as cruelty‑free under Cruelty Free International’s Leaping Bunny programme. This certification means every step of their supply chain meets strict cruelty‑free standards.
Brands should stop using misleading claims like “we don’t test on animals” when their supply chains still rely on animal testing. True cruelty‑free practices require full transparency, strict supplier standards, and recognised certification.