These Women Are Leading the Charge for Cruelty-Free Products

© Tatcha
© SEED Beauty
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We’re rapidly moving toward a future in which animals will be afforded the rights that they deserve. But the future is also female—and if these women-owned beauty brands are any indication, it’s also free of cruel tests on animals. All these women developed their brands in an effort to make better-quality skin-care and hair-care products and cosmetics without supporting experiments on animals. While all these companies are animal test–free, many are also completely cruelty-free, which means that they also don’t use any animal-derived ingredients in their formulations. We’re happy to support these women-led brands and recognize the important role that they play in helping mice and rats, rabbits, and other animals who are subjected to painful experiments in cosmetics-testing laboratories.

Support these women-owned beauty brands that say NO to cruel tests on animals:

Axiology—Ericka Rodriguez

Ericka Rodriguez has been an advocate for animals throughout her whole life, and when she learned that the beauty industry conducts cruel tests on animals, she made it her mission to end them—and Axiology was born. She launched the first plastic-free, multi-use crayons, called Balmies. They’re made with nine powerful ingredients that deliver high-performance, moisture-rich color. Axiology products are all vegan and animal test–free, and they’re truly making the world a more beautiful place.

Paula’s Choice—Paula Begoun

Founded in 1995, Paula’s Choice has become a staple of high-quality, science-based skin-care products. Paula Begoun’s goal for her company is to tell its customers the truth about the benefits of its skin-care line, and she’s built a loyal following because of it.

Mixed Chicks— Kim Etheredge and Wendi Levy

Kim Etheredge and Wendi Levy created Mixed Chicks to develop products that work for their unique hair-care needs. This PETA Business Friend makes vegan conditioners, sulfate-free shampoos, hair serums, and other products for all hair types.

Beauty Bakerie—Cashmere Nicole

Cashmere Nicole founded Beauty Bakerie in 2011 after beating breast cancer. She researched how the ingredients in the products that we use affect our bodies and decided to create products that would be healthy, high-quality, and cruelty-free.

SEED Beauty—Laura Nelson

Laura Nelson and her brother, John Nelson, cofounded SEED Beauty, which includes vegan brands such as ColourPop Cosmetics and Fourth Ray Beauty. SEED Beauty continues to be a leader in the beauty industry and is sure to launch more cruelty-free brands in the future.

Kyra’s Shea Medleys—Kyra Nicole

When she had trouble finding products that worked for her curly hair, Kyra Nicole decided to take matters into her own hands by founding Kyra’s Shea Medleys. The brand’s products include oils, floral waters, body butters, and conditioners.

OBIA Naturals—Obia Ewah

Obia Ewah is a trained chemist who, when she couldn’t find hair products that were right for her thick hair and made with healthy ingredients, decided to create them herself. She and her younger brother, Omini Ewah, developed and launched OBIA in 2012.

Joséphine Cosmetics—Sholayide Otugalu

Self-taught makeup artist and lover of all things beauty Sholayide Otugalu began developing Joséphine Cosmetics as a natural makeup brand that offers bold, glamorous shades. Feeling that muted colors were already common in many natural brands, she instead developed lipsticks, eyeshadows, and other products in a range of bold, eye-catching colors.

Josie Maran Cosmetics—Josie Maran

Model and actor Josie Maran launched Josie Maran Cosmetics in an effort to make healthy beauty accessible for everyone. The brand is known for its products that contain argan oil, a moisturizing oil that can be used to condition skin, hair, and nails.

Sunday Riley—Sunday Riley

This cruelty-free skin-care company was founded by Sunday Riley with the goal of making products that help people transform their skin and get quick results. Its Good Genes Lactic Acid Treatment, which helps exfoliate skin and reduce dark spots and wrinkles, is one of its bestselling products.

Pattern Beauty—Tracee Ellis Ross

Founded by actor Tracee Ellis Ross, Pattern Beauty is a Black-centered hair-care company that specializes in cruelty-free products for all curl patterns. Its conditioners, hair serums, treatments, and tools are perfect for nourishing and styling your waves.

Carol’s Daughter—Lisa Price

Lisa Price began creating hair and beauty products in her Brooklyn kitchen in 1993. Her mother, Carol, encouraged her to make homemade recipes and sell them at local flea markets. She opened her first boutique in 1999 and has been selling high-quality vegan beauty products ever since.

IT Cosmetics—Jamie Kern Lima

Jamie Kern Lima cofounded IT Cosmetics with the goal of being a “problem-solving” brand, helping people find products that will address their specific beauty issues with clinically approved results. She’s also an author and mentor to other women entrepreneurs.

Beautyblender—Rea Ann Silva

Rea Ann Silva began her career as a makeup artist in Hollywood, where she developed a unique edgeless makeup sponge that helped make her client’s foundation look flawless on camera. Beautyblender has since become a staple for beauty gurus worldwide, and the brand has expanded to include makeup and cleansers for all skin types.

Anastasia Beverly Hills—Anastasia Soare

You could call her the “Eyebrow Queen”—Anastasia Soare revolutionized the beauty industry with her Golden Ratio Eyebrow Shaping Method. The company has expanded beyond brow products to include cruelty-free foundation, eye makeup, lipstick, and much more.

Tatcha—Victoria Tsai

The founder and CEO of cruelty-free skin-care company Tatcha, Victoria Tsai, looked to her Japanese heritage for beauty inspiration. Simple, trusted ingredients, including green tea, rice, and algae, are at the core of her success.

Tarte—Maureen Kelly

Maureen Kelly started Tarte in her New York City apartment, where her mission was to create beauty products with healthy ingredients that you can recognize and pronounce. The brand has expanded since then, with many bestselling products such as its Shape Tape Concealer.

Jack Black—Curran Dandurand and Emily Dalton

Curran Dandurand, Jeff Dandurand, and Emily Dalton founded men’s skin-care and hair-care brand Jack Black in 2000 after realizing that the market for high-quality men’s skin-care products was almost nonexistent. The team developed a range of personal-care products, including shaving supplies and beard care with animal-free ingredients.

Jack Black Founders Jeff Dandurand, Curran Dandurand and Emily Dalton (PRNewsFoto/Jack Black)

Juice Beauty—Karen Behnke

After experiencing skin issues because of pregnancy-related hormonal changes, Karen Behnke decided to make her own skin-care products with organic, vegan ingredients. Juice Beauty offers solutions for every skin-care issue and makeup that protects and moisturizes skin.

Kinky-Curly—Shelley Davis

Shelley Davis created Kinky-Curly hair-care products to help people get flawless curls with all-natural, cruelty-free ingredients.

Animal testing is cruel, unnecessary, and inaccurate—and there’s no reason for these tests to continue, especially when there are so many scientifically superior, animal-free methods. As a consumer, you can help end these tests by making sure that you’re buying cruelty-free products. Use our database to find out whether your favorite brands are animal test–free, and always check product ingredients to ensure that they’re free of animal-derived ingredients:

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