88% of Top Beauty Brands Fund Animal Testing (Animal Testing Statistics) | Cruelty-Free Kitty (2023)

This report covers:

  • Animal testing policies of the 50 largest cosmetics companies
  • The growth of the beauty market in China, a country with mandatory animal testing laws.
  • The size of the global cruelty-free cosmetics market
  • Animal testing policies of the 500 most popular brands on Cruelty-Free Kitty
  • Cruelty-free and vegan preferences of cosmetics shoppers
  • How many countries worldwide have banned animal testing for cosmetics
  • Animals used worldwide in lab experiments

The Top 50 Biggest Cosmetics Companies: Animal Testing Statistics

Of the 50 largest cosmetics companies ranked by market value as per Brand Finance in 2021, we found that 88% fund animal testing. This means that of these 50 companies, 44 are not cruelty-free. (1)

At the top, L'Oréal, valued at USD $10.2B in 2021, is not a cruelty-free company. L'Oréal is followed by Gillette, Nivea, Guerlain, and Estee Lauder, none of which are cruelty-free companies. Other notable brands that fund animal testing include MAC, Lancôme, Pantene, Maybelline, Benefit, and Shiseido.

Out of the 50 top brands, only 6 are cruelty-free: Garnier, who became Leaping Bunny-certified in March of 2021, Tresemme, who followed Garnier's footsteps in May of 2021, The Body Shop, which has been cruelty-free since the company started in 1976, as well as Dove, Herbal Essences, and Sunsilk, who have taken PETA's cruelty-free pledge.

Global RankingBrandCruelty-Free Status
#1L'OréalNot Cruelty-Free
#2GilletteNot Cruelty-Free
#3NiveaNot Cruelty-Free
#4GuerlainNot Cruelty-Free
#5Estée LauderNot Cruelty-Free
#6PanteneNot Cruelty-Free
#8CliniqueNot Cruelty-Free
#10Head & ShouldersNot Cruelty-Free
#11LancômeNot Cruelty-Free
#12M.A.CNot Cruelty-Free
#13MaybellineNot Cruelty-Free
#14Johnson'sNot Cruelty-Free
#15PECHOINNot Cruelty-Fre
#16ClarinsNot Cruelty-Free
#17SK-IINot Cruelty-Free
#18Procter & GambleNot Cruelty-Free
#19OlayNot Cruelty-Free
#20Yves RocherNot Cruelty-Free
#21RexonaNot Cruelty-Free
#22BeneFitNot Cruelty-Free
#23Axe/Lynx/EgoNot Cruelty-Free
#24SchwarzkopfNot Cruelty-Free
#25NaturaNot Cruelty-Free
#26L'OccitaneNot Cruelty-Free
#27NeutrogenaNot Cruelty-Free
#28LuxNot Cruelty-Free
#29Old SpiceNot Cruelty-Free
#30SulwhasooNot Cruelty-Free
#31Elsève/ElviveNot Cruelty-Free
#33ShiseidoNot Cruelty-Free
#34PalmoliveNot Cruelty-Free
#35BioreNot Cruelty-Free
#36FreshNot Cruelty-Free
#37RejoiceNot Cruelty-Free
#38ClearNot Cruelty-Free
#39KoséNot Cruelty-Free
#40InnisfreeNot Cruelty-Free
#41La Roche-PosayNot Cruelty-Free
#42Bobbi BrownNot Cruelty-Free
#43CHANDONot Cruelty-Free
#44PolaNot Cruelty-Free
#45OriflameNot Cruelty-Free
#46AvonNot Cruelty-Free
#48Herbal EssencesPETA-approved
#49The Body ShopCruelty-Free
#50SofinaNot Cruelty-Free

Why These Numbers?

Animal testing is still used to assess safety for cosmetic products to this day. In the beauty industry, one of the main reasons why big corporations still fund animal testing is related to their presence in China.

The beauty market in mainland China is experiencing rapid and massive growth. In 2021 the market there underwent 13.8% annual growth as per Statista. (2) However, in order for beauty brands to sell their products in China, they need to comply with the mandatory animal testing laws.

There are ways for companies to avoid animal testing while entering the Chinese market. In 2017, China removed the mandatory pre-market animal testing laws for products manufactured within China. In 2021, they have extended this law to products manufactured outside of the country. There are still exceptions depending on the types of products sold, and companies must comply with strict guidelines.

Some PETA-approved companies, like Dove, Herbal Essences, and Sunsilk, have been able to remain cruelty-free while selling their products in China. Others like Garnier and Tresemme, have entirely pulled out of the Chinese market.

The Top 500 Beauty and Personal Care Brands: Animal Testing Statistics

Using our internal data as of October 2021, we have gathered the top 500 beauty and personal care brands based on consumer interest. Out of 500 brands, we found that 190 (38%) fund animal testing, and another 38 (7.6%) are in the grey area, meaning that they have refused to share their complete animal testing policy. This means that 45.6% of the top 500 brands are not cruelty-free, while 54.4% are cruelty-free.

When we look at the top 100 brands based on the same criteria, there's a shift: 65% are not cruelty-free, while only 35% are cruelty-free. The more popular and bigger the brands, the more likely they fund animal testing in markets which require it by law.

Popular cruelty-free brands in our database include:

  • NYX
  • ELF
  • Tarte
  • Garnier
  • The Ordinary
  • The Body Shop
  • Too faced
  • IT Cosmetics
  • bareMinerals
  • Burt's Bees
  • Charlotte Tilbury
  • Urban Decay
  • Essence

35% of Consumers Look For Cruelty-Free Products

According to a 2019 study by GlobalData, 35% of consumers actively look for "cruelty-free" claims on beauty products. (3)

Out of all cruelty-free beauty consumers, 73% support cruelty-free brands regardless of the parent company's policy. This includes brands such as NYX (owned by L'Oreal) or Tarte (owned by Kose) which are cruelty-free while their parent company is not.

The demand for vegan cosmetics, meaning cosmetics that do not contain any animal-derived ingredients such as beeswax or carmine, is also on the rise. As of 2021, the global market for vegan cosmetics is estimated at 15.1 billion. (4) We found that 29% of cruelty-free consumers exclusively purchase cosmetics that are both cruelty-free and vegan.

The Future of The Cruelty-Free Beauty Market

The cruelty-free cosmetics market is estimated to reach 10 billion by 2024 according to Market Research Future. (5) This is largely due to the rise of new and independent brands, however some of the industry giants are making great efforts for their brands to become cruelty-free.

In 2019, Covergirl pulled out of the Chinese market in order to avoid any potential animal testing, and received their Leaping Bunny certification. In 2021, Garnier did the same. The process of gaining cruelty-free certification for large brand isn't easy. In Garnier's case, the process took 2 years and included vetting over 500 suppliers.

While many big brands are going cruelty-free, a small minority are taking the opposite route. In 2017, Shiseido-owned luxury brand NARS entered the Chinese market, which removed their cruelty-free status. Soon after, Eve LOM and Elemis were also removed from our cruelty-free list for the same reason.

These 44* Countries Have Banned Animal Testing For Cosmetics

As of 2021, 44* countries globally have banned animal testing for cosmetics. This includes the European Union (Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden) as well as:

  • Brazil (some states only)
  • Colombia
  • Norway
  • Liechtenstein
  • Switzerland
  • Iceland
  • Guatemala
  • India
  • Isreal
  • New Zealand
  • Taiwan
  • Turkey
  • United States (some states only: California, Nevada, Illinois, Maine, Hawaii, Maryland, and Virginia)
  • United Kingdom
  • Mexico
  • Australia
  • South Korea

This means that 22.5% of counties worldwide have banned animal testing for cosmetics.

In the majority of these cases, the ban applies to the sale of cosmetics that were tested on animals, however these bans don't account for finished products that were tested on animals in other markets.

According to a study by Humane Society International, 70% of people worldwide believe that animal testing for cosmetics should be illegal. The study polled residents of the United States, Canada, South Korea, Brazil, Japan, and Taiwan.

*Including Brazil and The Unites States, where only some states have banned the practice.

Animals Used Worldwide in Lab Experiments

It's difficult to ascertain the exact number of animals used in safety testing in cosmetics worldwide. Only a handful of companies report animal testing numbers: Australia, Canada, the European Union, New Zealand, South Korea, the United Kingdom and the United States.

Of these countries, few break down the figures into for exactly what purpose lab animals were used. For those that do, figures are given for overall product safety testing, not specifically for cosmetics.

In the European Union and Norway in 2017, a total of 10,804,854 animals were used for lab experiments, of which 945,424 (8.75%) were for toxicological and safety evaluation of products and ingredients. (6)

In Australia in 2017, a total of 20,160,469 animals were used for lab experiments, of which 17,390 (0.08%) of such experiments were for regulatory product testing. (7)

In Canada in 2019, a total of 4,745,317 animals were used for lab experiments, of which 218,065 (4.6%) were for regulatory testing of products. (8)

The US, New Zealand, South Korea and United Kingdom offer no statistics on the exact purpose of animal testing.


We still have a long way to go in the fight against animal testing for cosmetics. As pointed out above, 44 out of 50 of the largest cosmetics brands still fund animal tests, and only 28% of countries worldwide have banned the practice.

As the demand for cruelty-free cosmetics rises and countries slowly but surely ban animal testing for cosmetics, we hope that these numbers will change for the better.

By the Numbers

Percentage of the top 50 cosmetics brands (by company value) that aren't cruelty-free88% (44 / 50)
Top 500 beauty and personal care brands: how many are cruelty-free?54.4% (272 / 500)
Top 500 beauty and personal care brands: how many aren't cruelty-free?45.6% (228 / 500)
Top 100 beauty and personal care brands: how many are cruelty-free?35% (35 / 100)
Top 100 beauty and personal care brands: how many aren't cruelty-free?65% (65 / 100)
Consumers that look for cruelty-free claims on product packaging35%
Consumers that support cruelty-free brands regardless of parent company policy79%
Size of global vegan cosmetics market in 2021USD $15.1B
Cruelty-free consumers that exclusively buy cosmetics that are both cruelty-free and vegan28%
Estimated future size of the cruelty-free cosmetics market in 2024USD $10B
Countries that ban animal testing for cosmetics22.5% (44 / 195)
People worldwide who believe animal testing for cosmetics should be banned70%


  1. https://brandirectory.com/download-report/brand-finance-cosmetics-50-2021-preview.pdf
  2. https://www.statista.com/topics/1897/cosmetics-in-china/
  3. https://www.globaldata.com/clean-beauty-trend-getting-attention-with-35-apac-consumers-looking-for-cruelty-free-beauty-products-says-globaldata/
  4. https://www.marketresearchfuture.com/reports/cruelty-free-cosmetics-market-3825
  5. https://www.businesswire.com/news/home/20210505005544/en/Global-Vegan-Cosmetics-Industry-2020-to-2027---Market-Trajectory-Analytics---ResearchAndMarkets.com
  6. https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:52013DC0859&from=EN
  7. https://www.humaneresearch.org.au/2017-australian-statistics-of-animal-use-in-research-teaching/
  8. https://ccac.ca/Documents/AUD/2019-Animal-Data-Report.pdf

Which Brands Are Cruelty-Free?

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88% of Top Beauty Brands Fund Animal Testing (Animal Testing Statistics) | Cruelty-Free Kitty? ›

Of the 50 largest cosmetics companies ranked by market value as per Brand Finance in 2021, we found that 88% fund animal testing. This means that of these 50 companies, 44 are not cruelty-free. At the top, L'Oréal, valued at USD $10.2B in 2021, is not a cruelty-free company.

What percentage of beauty companies test on animals? ›

According to a survey among the 50 largest cosmetic brands in the world, 88% of them are not cruelty-free.

Is Cruelty Free Kitty legit? ›

Cruelty Free Kitty Box Overview

Cruelty-Free Kitty is the #1 cruelty-free beauty resource, and we vet brands to ensure that they don't test on animals at any point and are truly cruelty-free.

Do most makeup brands test on animals? ›

Makeup Brands That Test on Animals

Many makeup brands test their products on animals or pay for others to do so. These brands include Benefit, Clinique, Estée Lauder, L'Oréal, Makeup Forever, Maybelline, OPI, and Victoria's Secret, according to a PETA report.

What animals are tested on the most for cosmetics? ›

Rabbits, guinea pigs, hamsters, rats and mice are all sadly used in this way. While dogs and monkeys are never used to test cosmetics anywhere in the world, they are used to test other types of chemicals.

What percentage of animal testing is successful? ›

According to the U.S. Food and Drug Administration (FDA), just 8% of drugs tested on animals are deemed safe and effective for human use — 92% are not.

Are beauty products still tested on animals? ›

Although they are not required by law, several invasive tests are performed on rabbits, mice, guinea pigs and rats. These can include: Skin and eye irritation tests where chemicals are rubbed onto the shaved skin or dripped into the eyes of restrained rabbits, without any pain relief.

Why do makeup brands still test on animals? ›

Animal testing in the cosmetics industry is typically done to ensure the safety of the products and their ingredients. In most countries around the world, whether products are tested on animals is up to the manufacturer.

Why makeup brands should not test on animals? ›

Testing cosmetics on animals is both cruel and unnecessary because companies can already create innovative products using thousands of ingredients that have a history of safe use and do not require any additional testing.

How many animals get tested for cosmetics? ›

Each year, more than 110 million animals—including mice, rats, frogs, dogs, cats, rabbits, hamsters, guinea pigs, monkeys, fish, and birds—are killed in U.S. laboratories for biology lessons, medical training, curiosity-driven experimentation, and chemical, drug, food, and cosmetics testing.

How many cosmetic brands are cruelty-free? ›

Welcome to the searchable database of companies that do and that don't test their products on animals! There are more than 6,100 companies in our database that don't test on animals, including Dove, e.l.f., Herbal Essences, 100% PURE, Dr. Bronner's, Aveda, and Seventh Generation!

Why do cosmetic companies still test on animals? ›

Animal testing by manufacturers seeking to market new products may be used to establish product safety. In some cases, after considering available alternatives, companies may determine that animal testing is necessary to assure the safety of a product or ingredient.

Does Bath and Body Works test on animals? ›

They state: “Bath & Body Works does not test any of our products, formulations, or ingredients on animals. Period. Our personal care products are produced in North America, Europe, and South Korea.”


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