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What Does Cruelty Free Actually Mean?

The cruelty-free cosmetics market is rapidly growing, and in these times, sustainability and ethically produced products are so important to so many of us. But how many of us know what cruelty-free actually means?

Cruelty-free is a term that brands loosely throw around. However, it's defined differently depending on the context it's used in and the brand using it to describe products. But, and here's the kicker, some brands that use the term cruelty-free aren't cruelty-free at all.

What does cruelty-free actually mean?

Cruelty-free generally means no animal testing or product ingredients derived from animals. According to our good pals at Google, the dictionary definition of cruelty-free goes a little like this:


"manufactured or developed by methods which do not involve cruelty to animals."

Some people believe that cruelty-free also means 'natural,' but this isn't always the case. For example, the term natural could be used to describe ingredients within a product but not specify whether or not all of the ingredients are, in fact, natural. Unfortunately, brands are utilising this cosmetic loophole in marketing unnatural products as natural. And sadly, uneducated consumers are being tricked into purchasing these products under false pretenses.

We recommend doing your research into these topics to make sure the decision you're making is not only the right one for you but the right one for the environment and the planet.

Cruelty-Free Certification Programs to become familiar with

PETA, Leaping Bunny, and Choose Cruelty-Free are cruelty-free certification programs designed to help shoppers find cruelty-free beauty brands.

PETA only accredit companies that don't test on animals at all, anywhere in the world. So if a brand is PETA approved, it's understood that they have gone above and beyond to ensure their products aren't tested on animals.

The Leaping Bunny is a cruelty-free certification program overseen by the Coalition for Consumer Information in Cosmetics (CCIC). It accredits companies who commit not to test any of their products or ingredients on animals, and it's challenging to achieve Leaping Bunny approval - which means that if your favourite brand has this logo, you know it's cruelty-free.

Finally, the Choose Cruelty-Free certification program is run by Humane Research Australia - a non-profit organisation that conducts independent research into animal testing and its alternatives. They accredit cosmetic companies that don't test on animals where required by law and use alternative methods to meet their safety requirements (i.e., using human volunteers).

Being cruelty-free is important to us here at The Quick Flick, and we're proud to be PETA-approved. We're also a nontoxic brand, meaning that all of our products are free from harmful chemicals like parabens, phthalates, and sulfates.

We believe that cruelty-free doesn't have to mean sacrificing quality or performance - in fact, we think that cruelty-free products are often the best performing and most ethical options available.

Cruelty-free is a confusing term to decipher, but hopefully, this has helped clear some things up. At The Quick Flick, we're committed to being cruelty-free and producing high-quality, ethical products - so you can feel good about what you're putting on your skin!

To view all of our frequently asked questions, click here. Or you can even visit The Quick Flicks full ingredient glossary by clicking here.

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