Cruelty-free beauty and animal testing for cosmetics have long been a conversation in the United States and the United Kingdom. The creators, the platforms, the pressure on brands — most of it happens far from the Netherlands. But thanks to Serah van der Sanden, that is slowly changing and consumers in the Netherlands are starting to ask more questions about cruelty-free beauty. Since 2018, @dierproefvrijnl has been the only Dutch creator dedicated entirely to cruelty-free beauty. With rapidly growing accounts on both Instagram and TikTok, she is building a powerful community that is not only more aware of animal testing, but also strives to shop more ethically. We sat down with her to talk about animal testing, the Dutch beauty landscape, and what the journey to becoming fully cruelty-free can look like.
What was the moment you decided to go fully cruelty-free — and how easy or hard was that transition really?
I was 14 years old when I made the switch to only animal-testing-free products. I followed various online accounts about animal welfare such as Wakkerdier, the Dutch Animal Protection Society, and Dierenlot. I saw posts about animals being tested multiple times, and I decided to check for myself whether the brands I used daily were cruelty-free. I did online research and looked at various lists. Although finding clear information online was often very difficult back then, I discovered that quite a few brands I used were not cruelty-free. This shocked me, and I immediately started looking for alternatives. I did finish the products I had at home at the time, but since then, I have not purchased any brands that still test on animals or allow it.
How do people around you react when you explain why you only buy cruelty-free? Do you feel the mindset in the Netherlands is shifting?
Most people around me think it's great that I am so committed to this, and they also try to be mindful of which brands they buy and which they don't. They also regularly ask me for tips or advice regarding this. On the other hand, there are people who say they find it very upsetting but don't want to give up their favourite brands. I find that unfortunate, of course, but that's okay; I don't want to force anyone to adopt a specific lifestyle.
What do you think are the biggest misconceptions about animal testing and cruelty-free beauty, particularly in the Dutch community?
It strikes me that many Dutch people don't stop to think about animal testing at all. Many people also think that animal testing is completely banned in the Netherlands, but unfortunately, that is not the case. There is indeed a ban on animal testing for cosmetics in Europe, but there are exceptions that allow tests to still take place. Many brands also test on animals outside of Europe. They might be cruelty-free within Europe, but not outside of it. It might not seem relevant to many because it happens outside our immediate environment, but it is actually very relevant! By avoiding these types of brands en masse, we actually make them think and hopefully inspire them to maintain the same policy worldwide. Animals outside Europe suffer just as much as animals within Europe, I always say; therefore, for me, it is irrelevant where in the world an animal test takes place. It is just as bad everywhere.
What's the biggest mistake people make when they first start switching to cruelty-free?
I think what I mentioned above is true: that people continue to use certain brands simply because they are cruelty-free within Europe. That is good enough for them. Unfortunately, this does not address the problem. Your money continues to go to such a brand, which means it can also (in)directly facilitate animal testing.
How do you feel about brands that are cruelty-free but not fully vegan yet — is that a dealbreaker for you? Do you think the term “cruelty-free” should include both animal testing and origin of ingredients, or do you think it is necessary to have that distinction?
I think it is actually good to maintain this distinction! Of course, people who are not vegan can also simply use cruelty-free products. I think the confusion sometimes arises because the Dutch term ‘dierproefvrij’ is not a 100% correct translation of the word ‘cruelty free’. If you really wanted to translate the term cruelty free correctly into Dutch, you would say something like ‘wreedheid vrij’, but that sounds a bit more complicated ;). In such a case, I can imagine that you mean products that are both cruelty-free and vegan!
If you could change one thing about how the beauty industry approaches animal welfare, what would it be?
Then I would change it so that not a single animal is involved in the entire beauty industry. Naturally, regarding animal testing for cosmetics, but also, for example, animal testing for cosmetic Botox. Those tests are truly terrible! You also sometimes see false eyelashes made from animal material, or people wearing fur. I find that terrible! An animal should not have to suffer just because we want to look ‘prettier’. This is absolutely not a necessity and should not cost lives.
You are one of the first and only online creators in the Netherlands to talk about cruelty-free beauty. Why do you think that is, and how did you decide to start that journey? Do you think the demand for cruelty-free cosmetics in the Netherlands is as high as in the US or UK?
Yes, that’s right! When I started in 2018, I was the only one on Instagram (in the Netherlands) who had an account about this. That is why the username ‘dierproevrijnl’ was still available! I knew immediately that this had to become my mission. Fortunately, it is slowly but surely gaining traction in the Netherlands, but I do believe that the whole concept of cruelty-free beauty is much bigger in, for example, the United States or the United Kingdom. Of course, that is also because we are just a small country compared to America or England. I hope to one day reach the ‘general’ public on this topic, for instance in the national media. I think that would really stir things up in the Netherlands too!
What would you say to someone who genuinely cares about animals, but knows very little about animal testing?
Know that it still happens, and much more often than you think. On average, 450,000 animal tests are performed in the Netherlands every year. And things you wouldn't expect are also tested on animals; think of: food and drink, fireworks, glue, ink, pesticides, clothing, menstrual products, contraceptives, etc. And only 1 in 8 test animals ultimately survives the lab; that is very sad.