Who isn’t here, and why.
This is the other half of the directory.
If you only see who passed, there is no cost. The cost is the brands that don’t make it — often the ones with the widest shelves.
A brand is not listed because it failed one of the three rules — testing at some stage, selling where testing is required, or a controlling parent that tests. This is not a judgment of the formula. It is the standard, applied.
The full bar is on The Standard.
Not carried
Rule 3 — L’Oréal is a testing parent.
Rule 3 — L’Oréal is a testing parent.
Rule 3 — Shiseido is a testing parent.
Rule 3 — Procter & Gamble is a testing parent.
Rule 3 — Procter & Gamble is a testing parent.
Rule 3 — Clarins is a testing parent.
Rule 3 — Unilever is a testing parent.
Rule 3 — Amorepacific is a testing parent.
Rule 3 — Unilever is a testing parent.
Rule 3 — Estée Lauder is a testing parent.
Rule 3 — L’Oréal is a testing parent.
Determinations use publicly available ownership and market activity. If a listing is wrong, contact us.