Why Some Brands Aren't Included
One night while shopping for skincare, I kept discovering incredible brands — thoughtful formulas, strong missions, beautiful packaging.
But after digging a little deeper, I found that many had been acquired by larger parent companies that test on animals elsewhere in their portfolios.
On the surface, these brands may call themselves cruelty-free. And in many cases, they're doing meaningful work.
But ownership matters.
When a brand is owned by a company that profits from animal testing, I don't consider that fully aligned with the standard I want to support.
So I set a higher bar.
The brands listed below aren't included on Bunny Index because they don't meet the full standard — whether due to required-testing markets or ownership by companies that test.
This isn't a judgment of quality.
It's a line I've chosen to draw.
Acquired by L'Oréal in 2023. L'Oréal is not cruelty-free — it sells in markets that require animal testing and has never held cruelty-free certification.
Acquired by L'Oréal in 2017. L'Oréal is not cruelty-free — it sells in markets that require animal testing and has never held cruelty-free certification.
Acquired by Shiseido in 2019. Shiseido is not cruelty-free — it sells in markets that require animal testing and has never held cruelty-free certification.
Acquired by Unilever in 2021. Unilever is not cruelty-free — it tests on animals in markets where it is legally required and does not hold cruelty-free status.
Acquired by Procter & Gamble in 2019. P&G is not cruelty-free — it tests on animals in markets where it is legally required and does not hold cruelty-free status.
Acquired by Unilever in 2021. Unilever is not cruelty-free — it tests on animals in markets where it is legally required and does not hold cruelty-free status.
Acquired by Unilever in 2019. Unilever is not cruelty-free — it tests on animals in markets where it is legally required and does not hold cruelty-free status.
Acquired by Estée Lauder in 2021. Estée Lauder is not cruelty-free — it tests on animals in markets where it is legally required, including mainland China.
Acquired by L'Oréal in 2021. L'Oréal is not cruelty-free — it sells in markets that require animal testing and has never held cruelty-free certification.
All determinations are based on publicly available ownership structures and market activity. If you believe a listing is inaccurate, please contact us.