I think cruelty free brands owned by non-cruelty free parent companies was really brought into the spotlight when Estee Lauder bought Too Faced. After the acquisition the co-owner of Too Faced Jerrod Blandino took to Instagram to confirm their standing on animal cruelty after many concerned animal lovers expressed their worries on social media:
My values, morals and heart will never change. I have built my life and my company with love, kindness, positivity and compassion for animals and all of God’s creatures. That will NEVER change. This is way bigger than business for me, it’s my life and my heart at the deepest level. It means everything to me. We have been a champion for animals since our beginning in 1998 and that has only grown stronger and more powerful with every passing day. Rest assured we continue to have iron-clad rules in place that will ensure we will NEVER test on animals and we will NOT sell in China. I’m truly honored that we continue to be supported and acknowledged by @peta (link in bio). Thank you for your passion and support for animals, I’m grateful you’ve used your voices to ensure animals are protected and treated with kindness and love. I’m right there with you and always will be.
That is all well enough and good but they are still owned by a company that still actively test their products on animals. So essentially when we buy Too Faced products that money goes back to Estee Lauder who test on animals..
Here are some other well-known cruelty free brands that are owned by non-cruelty free companies.
- IT Cosmetics
- Kate Somerville
- The Body Shop
- Urban Decay
What are people’s thoughts on this? Do you still support a cruelty free company that is owned by a non-cruelty free company?
Also related: my topic on Greenwashing found here.