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What we mean by Cruelty Free


cruelty free bunnyIn the world of natural skin care, the statement ‘Cruelty Free’ is quoted a lot and many shoppers these days actively look for cruelty free products but, what does that phrase really mean?


To us, at it’s base level, a cruelty free natural skin care, hair care or beauty product is something where neither the ingredients or the finished product have been tested on animals – anywhere in the world.   We have to be realistic though, there’s a good chance that at some time an ingredient or formulation has been tested on animals thanks to some draconian law.  This is where fixed cut off dates come in.   This is the basic premise of the BUAV/Leaping Bunny cruelty free certification.


But hang on, what about animal ingredients?  If you’re vegetarian you don’t want your cruelty free cosmetics to contain ingredients which have resulted in the death of an animal and if you’re vegan you don’t want any animal ingredients at all.  Sadly, this is where the Leaping Bunny certification fails us, animal ingredients are allowed and it doesn’t matter if the animal died for it.


To us, that’s wrong.  If a beauty product is stated to be or, is certified as, cruelty free then no animal should have died for the ingredients in it.


So, to avoid all confusion when we say we’re cruelty free, as well as the ban on animal testing of ingredients and finished products, we also say no to ingredients which may have resulted in the death of an animal.   Some examples of the ingredients we also say no to are:


  • Carmine
  • Bee Venom
  • Royal Jelly
  • Lanolin
  • Silk
  • Shellac
  • Keratin


Update May 2015 – we now say no to all animal ingredients because we now 100% vegan, hurrah!


So please, all you cruelty free beauty lovers out there (especially if you’re vegetarian or vegan) please don’t blindly follow the leaping bunny.  If you’re also concerned about the source of animal ingredients in the products you use,  you still need to read the label.


We are I Choose What I Use, the 100% vegan, cruelty free, natural and organic beauty and skin care online store.






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