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Cruelty-free mascaras are no longer a hidden jewel that are near impossible to track down. I’m pleased to report that there are plenty of cruelty-free mascaras on the market that are easily available and developed with all types of lashes in mind. Let’s face it, there is really no need for makeup to be tested on animals in this day and age so it’s a breath of fresh air to see so many companies following the cruelty-free path.
However, there is some bad news. I have to admit there are a hell of a lot of high-end brands that continue to test their products on animals. Tom Ford, Gucci, and Dior are amongst the makeup brands still not deemed as cruelty-free. These are some of the biggest makeup brands on the planet and to see they still test their products on animals is deflating to say the least.
However, the makeup industry does seem to be progressing in its bid for a completely cruelty-free market, mostly thanks to pressure from you, the buying public. We can only hope these hold-out brands soon realise the market will no longer sustain old attitudes or simple ignorance and will embrace the cruelty-free practices modern society demands.
What makes a brand ‘cruelty-free’?
The term ‘cruelty-free’ is not yet fully defined within the makeup industry and is still very much a work in progress. However, it is generally understood that if a makeup brand claims to be cruelty-free then its products and ingredients are not tested on animals. Cruelty-free is often matched up with (but not the same as) the term ‘vegan’ which also ensures that no animal by-products can be found in the products ingredients.
Be careful when identifying cruelty-free brands
Be careful when researching if a brand is fully cruelty-free. Some brands may vouch that they’re cruelty-free when in reality this is only half true. The term ‘cruelty-free’ isn’t regulated which makes it even easier for brands to claim they comply with the term without actually sticking to the correct cruelty-free procedures.
If the brand you’re purchasing from sells in China then it won’t be deemed as cruelty-free. This is because Chinese law requires any makeup brand sold in that country to test on animals. Brands such as MAC don’t test on animals in countries like the UK but do sell overseas in China for them to be able to trade there, consequently making MAC a non-cruelty-free brand.
At first glance brands like Charlotte Tilbury can be seen as cruelty-free. For example, no Charlotte Tilbury product contains animal by-products, and they are not tested on animals. However, the company they belong to does own other brands that do test on animals.
This is where some lines get blurred as to whether brands are fully cruelty-free or not. To some this may translate to Charlotte Tilbury being seen as non-cruelty free, whereas to others Charlotte Tilbury only has responsibility for it’s own brand and shouldn’t be painted with the same brush as other non-cruelty-free brands owned by the same parent company. It’s up to you how strict you want to be when purchasing cruelty-free makeup and we certainly aren’t here to dictate or judge … just to provide you with a little extra info on which to build your own opinion.
Look out for the logos
There are certain logos that show products as cruelty-free approved. A quick google search will show you what logos to look out for when identifying if a product is cruelty-free. Unfortunately, these types of logos can be replicated and attached to a product without the product ever being approved by companies like PETA.
Take the time to identify how legitimate the cruelty-free claims are. Brands will usually have an ‘about us’ page on their websites that can give you an insight on their cruelty-free stance.
The best cruelty-free mascaras
Its hard to pick out all of the great cruelty-free mascaras on the market. After a LOT of deliberation I’ve finally narrowed it down to three mascaras that I believe are perfect for anyone looking to add a new cruelty-free mascara to their own makeup collection!
PIXI Large Lash Mascara
In my opinion this PIXI mascara is up there as one of the best volumizing cruelty-free mascaras out there. Its wide, bristle dense wand catches every individual lash, coating them evenly in product to create the ultimate thick lash.
You can’t really go wrong with this product for an everyday, volumized lashes. It’s enriched with Vitamin C and you can tell the difference. This mascara leaves my lashes feel nourished and keeps them looking long even without mascara.
Milk Makeup Kush Mascara
Here’s a mascara that’s perfect for those that love some extra length for their lashes. Infused with cannabis oil to get the tiny fibres in this mascara to stick to your lashes for a longer, thicker lash look.
Milk is a brand that I adore, not only for their innovative products (just like this Kush mascara) but for their brand values. If you’re looking to invest in more cruelty-free products I would highly recommend having a browse through the catalogue of products Milk Makeup has to offer.
Too Faced Better Than Sex Mascara
The mascara I’m crowning the best overall cruelty-free mascara is none other than the Too Faced Better Than Sex mascara. Its hourglass shaped wand gives you everything you need from a mascara; length, volume, lifting and drama.
I usually choose the waterproof formula because honestly, I’m a sucker for a waterproof formula – what can I say, I need that staying power. But this one caters for both the waterproof and non-waterproof lover with its wonderous formula.