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Our mission and vision

Even though the cruelty-free, vegan and eco-friendly communities are growing every day and count millions of members, finding and shopping beauty products is still difficult for people who care about the planet.

It is even harder for those who are just starting to learn about the consequences of their shopping behaviors and would like to make a transition to a more ethical and sustainable lifestyle, as they are often confused about where to start and are bombarded with a great amount of misinformation that is out there.  


We at Cruelty-Free Babe believe that ethical beauty lovers deserve to have their own shopping corner, a place where they will feel safe, away from the noise of brands that falsely advertise as animal-friendly.


Our goal is to stop the eco-conscious beauty lovers from feeling like a minority, and to make their shopping experience as easy and quick as it was before their transition. No more researching the cruelty-free status of a brand while standing in a busy store. No more being deceived by staff who are only trying to make a sale. No more inaccurate website filters. The Cruelty-Free Babe’s catalogue is derived from and fully congruent with the lists of brands provided by Cruelty-Free Kitty and Ethical Elephant, two of the most trusted beauty blogs in our community, who have brought the cruelty-free beauty market to the next level (big shout out to them!)

We recognise that, even though our community shares the same values and love for the planet and animals, we are all beautifully diverse and in different stages in our personal journeys. For this reason, while all products on our website will be cruelty-free (not tested on animals), you will be able to narrow your search down to FOUR categories:

  • Brands with cruelty-free parent companies

  • Vegan products from non-100% vegan brands

  • 100% vegan brands

  • Low-waste brands


Thank you for caring about animals and our beautiful planet!