Cruelty Free Brand Updates

cf brand updatesAs a cruelty free consumer I am constantly emailing brands to find out about their animal testing status. I decided that it would be more helpful for everyone if I shared the responses I get rather than just adding brands to my cruelty free or avoid list. Below are the recent responses that I’ve had from brands regarding their animal testing policies.

Ardency Inn
Hi Jordana,

Thank you for your email!

Our products are 100% cruelty-free meaning:

  • our products are not tested on animals by Ardency Inn or a third party at any stage in the production process
  • our ingredients are not tested on animals by our suppliers
  • we do not sell or distribute our products in countries where animal testing is required


Kiss The Moon
Hi Jordana,

Thanks so much for getting in touch. These are very good questions to ask. We too are total animal lovers and so insist that nothing we do is tested on animals either by us or our suppliers/third parties. We do sell globally but only via online via UK and European sites rather than on the ground, therefore no animal testing rules need apply.

We hope this reassures you and that you do give our products a try. Please do let us know what you think once you have chance to give them a go.


Hi Jordana

We Grow the majority of our ingredients on our biodynamic hillside in Bologna, the balance all are ethically sourced and absolutely not tested on animals. We have made a conscious decision not to supply China with our products for this very reason, in spite of it being a massive growth area for beauty products.

I hope this will set your mind at rest.


Dear Jordana

Thank you for contacting us.

We are often asked about animal testing. Please see below the usual questions asked together with our answers.

  1. Does your company test ingredients and/or finished products on animals? No.
  2. Do you test ingredients or products on animals through a third party? No. 
  3. If your answer is no, how do you ensure that your manufacturers do not test? Because we have complete control of the entire manufacturing process.
  4. Do your manufacturers test ingredients or products on animals? No.
  5. Are you owned or affiliated with any companies that test products or ingredients on animals? No.
  6. Do you have a parent company? No.
  7. Do you/your parent company currently or have plans to market and sell your products in the Chinese market, which requires animal testing by law to sell in that country? No. However customers from these countries may order online from retailers and pay international shipping as they prefer to use products not tested on animals.
  8. Do your products contain any animal derived ingredients? If so, which products are without these ingredients and thus suitable for vegans? Our products are suitable for vegans. However we would point out that our Lip Balm and Lip Enhancer contain bees wax.

This should provide all the information you require.

We hope you enjoy using Zelens.


Hi Jordana, 

Thank you for reaching out 🙂 Please see my replies 

We do not test on animals, nor do we ask a third party to do so. All of our products are tested on our staff. We do not ask for our ingredients to be animal tested, but we cannot guarantee that somewhere in the production chain there was no testing. We do not sell in countries that require animal testing. For example, we are on Chinese marketplaces as they do not require it, but we are not sold inside China.

I emailed the lady I was speaking with back to clarify regarding the part that stated that they could not guarantee that there was no testing at all in the production chain.

Hi Jordana,

We do not test on animals ourselves and we do ask for ingredients that have not been tested on animals. I hope this clarifies.

I wasn’t 100% sure what to make of some of the things that had been said and just left it at that for a couple of weeks. Recently though DECIEM have launched some exciting new products so I decided to email again to try to clarify as I’m sure a lot of people will be interested. This time I received a much clearer response regarding the ingredients.

Hi Jordana,

Our animal testing policy is covered under No one in the world can sign an agreement that says an ingredient has never been tested on animals. Every vitamin for example was at some point tested on animals by someone. And anyone today can choose to test a new ingredient on animals at their accord. We don’t. We don’t pay others to do so. And we don’t work with suppliers who test their ingredients on animals. Please note the reason brands do animal testing today is mainly to be able to sell in mainland China and not to establish safety. We don’t sell in mainland China for this reason.

I’m very pleased with the responses that I’ve had from the above brands, it’s taken me a long time to get a response from Ardency Inn and Zelens but it was worth it to find that they are cruelty free companies. I’ve read wonderful things about Zelens from Caroline Hirons and would love to get in on the action! Kiss the Moon and O-Way look like lovely smaller brands that I’d like to purchase from too.

One of the company’s that I’m sure will please a lot of people to find cruelty free is DECIEM. Quite a few beauty brands come under the DECIEM umbrella including NIOD, Hylamide and Grow Gorgeous to name a few. All of which come under the same animal testing policy just to clarify. Most recently and most excitingly DECIEM have launched a new brand called The Ordinary which could be the most affordable skincare yet. You may have seen people like Wayne Goss raving about it (if not check out his videos.) The idea behind The Ordinary is bringing you top quality ingredients but not overcharging the consumer as is frequently done in the world of skincare and its £90 serums. Just to give you an idea, The Ordinary have retinol’s that are under a tenner! It’s well worth checking out if you haven’t already! I am definitely going to be picking up some products.

Are there any brands here that you excite you?


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6 thoughts on “Cruelty Free Brand Updates

  1. […] Deciem is a beauty company located in Canada, which produces all of their products in house. They have about 10 brands, inlcuding The Ordinary. All products are vegan and 100% cruelty-free. They don’t test on anminals and do not hire third parties to test on their behalf. Read their statement here. Also check out this interesting article I found on clearconsciencebeauty! […]


  2. Thank you for your information. I have been buying The Ordinary and then read in another site that it might be tested on animals and panicked. These companies always give wishy washy responses that never seen to make much sense, so thank you for being persistent and getting an actual answer.

    Kind regards


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