Why cruelty-free isn’t always vegan (and what to look out for)

You stroll the cosmetics aisle, scanning for the leaping bunny logo or the words “cruelty-free.” You find it. Relief. Another win for compassion—right?

Not so fast.

“Cruelty-free” is often mistaken for “vegan,” but the two aren’t interchangeable. 

The former refers to animal testing; the latter, to animal-derived ingredients. A shampoo can proudly declare itself cruelty-free while still containing lanolin (from sheep’s wool) or keratin (often from animal hooves). 

So while no bunnies were harmed in testing, that doesn't mean animals weren't involved at all.

In an era when conscious consumerism is growing faster than oat milk froths, the confusion isn’t just semantic—it’s systemic. 

Understanding the distinction is key to aligning your purchases with your ethics, whether you’re plant-based for animals, the planet, your health—or all of the above.

Let’s unpack what these labels mean, why they diverge, and how to shop smarter without losing your mind (or your values).

Understanding the label landscape

Navigating beauty and personal care labels can feel like learning a new language—one where the words don’t always mean what you think they do. 

“Cruelty-free” might sound like a win for animal welfare, and “vegan” suggests a clean, conscious formula—but without clear definitions or regulations, these terms can be more confusing than clarifying. 

To make informed, values-driven choices, it’s crucial to understand what these labels actually mean, who verifies them (if anyone), and where the gaps lie. Let’s break it down.

What “cruelty-free” really means

In the beauty and personal care world, “cruelty-free” typically means a product or its ingredients haven’t been tested on animals. 

But here’s the kicker: there’s no legal definition in the U.S. for “cruelty-free.” That means companies can slap it on a label without third-party verification.

This murkiness leads to what consumer advocacy groups call “greenwashing lite”—when a brand projects a feel-good image without changing its practices.

Some brands go the extra mile and get certified by organizations like:

• Leaping Bunny (Cruelty Free International): Requires rigorous audits across the supply chain and doesn’t allow loopholes for suppliers. 
• PETA’s Beauty Without Bunnies: A more accessible certification, based on a company’s signed assurance. 

Still, even these certifications have limitations. For example, PETA does not require independent verification. In contrast, Leaping Bunny’s standard is more robust, demanding documentation from ingredient suppliers.

What “vegan” actually means

“Vegan,” on the other hand, refers to ingredient content. A vegan product contains no animal-derived substances—no beeswax, carmine, collagen, or silk. 

However, it can still be tested on animals unless it also qualifies as cruelty-free.

The overlap between “cruelty-free” and “vegan” is where ethical consumers need to be especially vigilant. A product that is both requires dual diligence: clean ingredient sourcing and humane testing practices.

The real-world impact: why both matter

Understanding the difference between cruelty-free and vegan isn’t just about decoding beauty jargon—it’s about recognizing the ripple effects our daily purchases create. 

These terms might live on packaging, but their consequences extend far beyond the shelf. From lab animals and livestock to carbon emissions and clean water access, the ingredients and testing practices behind your favorite products shape real outcomes. 

Choosing both cruelty-free and vegan is more than a label preference—it’s a conscious stand for a kinder, cleaner world. Here's how.

For animals

According to Humane Society International, over 500,000 animals are used in cosmetic testing each year. 

Rabbits, mice, guinea pigs, and even dogs endure painful procedures ranging from skin corrosion tests to eye irritation studies. Many are euthanized after testing.

But ingredient sourcing also plays a role in animal welfare. Take lanolin, extracted from sheep’s wool, often obtained in industrial-scale shearing operations that may cause injury and stress. Or shellac, a resin secreted by lac bugs—its harvesting can kill tens of thousands of insects per batch.

Cruelty-free testing is only part of the solution. A fully vegan approach ensures no animals are exploited at any stage.

For the planet

Animal-derived ingredients come with significant environmental costs. 

Livestock farming is responsible for 14.5% of global greenhouse gas emissions, according to the FAO. The production of ingredients like gelatin, collagen, and keratin contributes to deforestation, methane emissions, and water pollution.

Plant-based alternatives—such as algae-based collagen, fruit waxes, or biotech squalane—offer similar benefits without the ecological baggage. Brands that invest in these solutions are not only kinder to animals but also more aligned with climate-conscious values.

Plus, avoiding animal testing often means adopting innovative in-vitro testing or computer modeling, both of which reduce lab waste and improve safety outcomes.

For you

Cruelty-free, vegan products tend to come from brands that embrace radical transparency. 

This ethos often extends to safer, simpler formulations free from harsh preservatives, endocrine disruptors, or known allergens.

Think: fewer twelve-syllable ingredients, more pronounceable botanicals. Think: ethics and efficacy, not just aesthetics.

How to decode your products

Let’s get tactical. Next time you're in the skincare aisle or browsing online, follow this checklist:

1. Don’t trust labels at face value

Marketing can be murky. Look for certified seals, not just phrases like “not tested on animals.” Here’s a quick cheat sheet:

If there’s no third-party verification, consider it a red flag.

2. Scan the ingredient list

Common non-vegan ingredients to watch for:

• Beeswax (aka cera alba) 
• Lanolin (from sheep’s wool) 
• Carmine (red pigment from insects) 
• Collagen, keratin, elastin (animal-derived proteins) 
• Shellac (from lac bugs) 
• Guanine (from fish scales, used in shimmery makeup) 

Many of these have plant-based or lab-grown alternatives, so their inclusion isn’t out of necessity—it’s legacy. Newer brands tend to avoid them entirely.

3. Do a quick brand check

Websites like Logical Harmony, Ethical Elephant, and Cruelty-Free Kitty maintain up-to-date databases of brands’ cruelty-free and vegan statuses. Some even rank companies based on transparency and parent company ethics.

4. Mind the parent company

Some cruelty-free brands are owned by conglomerates that still test on animals. While that doesn’t negate the brand’s ethical stance, it’s worth knowing where your money flows. Supporting indie brands can often mean supporting full-circle ethics.

So what should you actually do?

Let’s make this easy. Here’s a simple, step-by-step strategy:

Step 1: Pick a product category

Start with one: lipstick, shampoo, toothpaste—whatever you’re running low on. Changing everything at once can be overwhelming and wasteful.

Step 2: Cross-check the product or brand

Use a trusted cruelty-free/vegan database before you buy. Save your go-to’s in a Notes app or browser folder for quick access.

Step 3: Read labels and look for seals

Remember: marketing is not verification. Third-party seals offer accountability.

Step 4: Try before you toss

Finish what you have. Then level up. Being sustainable means reducing waste—even if that waste is wrapped in beeswax.

Step 5: Share what you find

Post reviews, tag brands you love, and recommend your favorite swaps. Normalizing conscious choices is how movements grow.

The bigger picture: Shopping as activism

Every purchase is a vote. For the kind of world you want to live in. For innovation over inertia. For transparency over convenience.

Ethical consumerism isn’t about being perfect—it’s about being purposeful. And when enough people choose both cruelty-free and vegan, the industry listens.

Already, giants like Covergirl, Herbal Essences, and even Unilever are shifting their policies due to consumer demand. The more we align our dollars with our values, the faster the change.

Final thoughts: Compassionate shopping, clarified

In a world of greenwashing and jargon, clarity is kindness. To animals. To the planet. To yourself.

So next time you see a bunny logo, smile—but verify. Your values deserve better than marketing shortcuts.

Shopping cruelty-free and vegan isn’t about perfection. It’s about progress—with your eyes open and your heart in the right place.