L’Oréal, Shiseido, LVMH, The Estee Lauder Companies, Coty: Why these big brands aren’t endorsed in our cruelty-free guide.

5th August 2025

It can be difficult to keep up with all the different animal testing policies of cosmetics companies. There can be misleading or lengthy statements on their websites, and sometimes it can be difficult to find the information at all.

We decided to dive into the policies of 5 of the big cosmetic companies that we don’t endorse in our Compassionate Shopping guide to see how their animal testing statements hold up.

Is L’Oreal cruelty-free?

In Naturewatch Foundation’s history of campaigning against animal experiments, we’ve previously called on L’Oreal to change their ways – https://naturewatch.org/campaigns/previous-projects/animal-testing/

So we were interested to see where they currently stand.

L’Oreal states that they “do not test any of its products or any of its ingredients on animals.”

This is a great start to their statement; however, further down, they openly admit that their products may be subject to animal tests for certain products they sell in China. L’Oreal states that, “we are working closely with the Chinese authorities to have alternative testing methods recognised.” Whilst some L’Oreal brands may be cruelty-free, they still choose to sell some of their products in a market that means they may be tested on animals. Which, to us, shows that their profits are more important than their principles.

Other brands L’Oreal owns include: Garnier, Maybelline, NYX, Essie, La Roche Posay, Vichy, CeraVe, SkinCeuticals, RedKen, Kerastase, Lancome, Yves Saint Laurent, Armani, Biotherm, Aesop, Prada, Mugler, Miu Miu, Matrix, Pureology, Biolage, Pulp Riot, Skinbetter Science Neily, Mixa, Stylenanda, Dark and Lovely, Kiehls, Urban Decay, Atelier Cologne, Takami, Youth to the People.

https://inside-our-products.loreal.com/our-approach/our-alternative-methods-animal-testing

Is Shiseido cruelty-free?

Shiseido’s animal testing policy comes in early doors with a caveat statement that whilst they “completely abolished animal testing in 2013”, this is in exception of when governmental and regulatory authorities require it.

They go on to share how they use the Safety Assurance System, share research findings, and research new technologies without animal testing, all of which are positive things. Unfortunately, the bottom line is that they sell their products in a way that means they may be subjected to animal testing. Meaning that profits are more important to Shiseido than removing animal cruelty from their company completely.

Some brands Shiseido owns include: Nars, Tory Burch, The Ginza, Drunk Elephant, Elixir, IPSA, Issey Mikake, Anessa, Dr Dennis Gross, de de peau, Narciso Rodriguez, Gallinee.

https://corp.shiseido.com/en/rd/safety/open/experiment

Is LVMH cruelty-free?

We were unable to find an overarching statement or policy on the LVMH website regarding animal testing. Despite reaching out to them for comment, we heard nothing back.

We found the lack of transparency to be disappointing. Where the other companies we looked into may not be completely cruelty-free yet, they were honest and open, and usually stated they would welcome a full ban on animal testing if it were possible.

Should we hear from LVMH regarding their policy, we will update this article accordingly.

Brands LVMH owns include: Benefit Cosmetics, Fenty Beauty, KVD Beauty, Givenchy perfumes, Guerlain, Acqua di Parma, and Make Up Forever.

Is The Estee Lauder Companies cruelty-free?

The animal testing policy on Estee Lauder’s website is clearly laid out, and they do not shy away from acknowledging that their “brands are sold in countries where animal testing on cosmetics or cosmetic ingredients is required by law.”

They go on to explain how they are working towards a future where animal testing is no longer needed, but unfortunately, Estee Lauder as a company has yet to shift to become completely cruelty-free, even though some of their brands may be.

Brands that Estee Lauder owns include: Aveda, Bobbi Brown, Too Faced, The Ordinary, Jo Malone, Clinique, Origins, Bumble and bumble, Deciem, MAC, Le Labo, Dr Jart+, and Tom Ford.

https://www.elcompanies.com/en-gb/our-impact/viewpoints/animal-testing

Is Coty cruelty-free?

Coty starts their policy statement by saying that they do not conduct animal testing and is committed to ending animal testing across the beauty industry. They also state they are using the new exemptions for animal testing for general cosmetics before sale in China, which is great news.

Unfortunately, further down in their statement, they also admit, “Some governments and agencies still require the testing of certain products on animals, in accordance with their local legal and regulatory requirements. Occasionally, to comply with regulation, government-authorized facilities test some products and ingredients we use on animals.”

This means that Coty still sells some of their ranges in a way that means they may be subject to animal testing.

Brands that Coty owns include: Bourjois, CoverGirl, Hugo Boss, Kylie Cosmetics, Lancaster, Max Factor, Rimmel, Sally Hansen, Marc Jacobs, Joop, Calvin Klein, Davidoff, and Philosophy.