Is Zoella Beauty Cruelty Free?

Is Zoella Beauty Cruelty Free?

Zoella Beauty appears to be cruelty free, but their communication with myself and other cruelty free bloggers has been very confusing.

On Feb 2, 2017, I was told by Zoella’s PR team: “They are fully committed to consumer health and safety, and bringing to market products that comply with all applicable legislative requirements for the territory in which they are sold.” As you all know, this usually means brands either currently sell in a country that requires animal testing (like China and sometimes Brazil), or they plan to enter those markets at some point.

After getting wind of this in July 2017, a representative from SLG (the company that owns Zoella Beauty) sent me the exact same line saying they ARE cruelty free. This is the email I received:

It has been brought to our attention that your blog lists Zoella Beauty as a brand which isn’t cruelty free. I would like to assure you that SLG is committed to the highest standards of conduct and integrity in its business activities particularly in relation to Animal Testing, and work within the following code of conduct:

• We do not conduct animal testing on any products or ingredients, nor ask others to test on our behalf
• We are fully committed to the elimination of animal testing
• We are fully committed to consumer health and safety, and bringing to market products that comply with all applicable legislative requirements for the territory in which they are sold
• We rely on the judgement of experts, non-animal alternative test methods and the past safety history of formulations and ingredients to determine product safety
• We only use ingredients that have an acceptable history of use in the industry in the formulation and development of our products
• We fully support the development and global acceptance of non-animal testing alternatives

I asked a few more questions, which seemed to confirm that Zoella Beauty ARE cruelty free, but that they have a very confusing and unnecessary legal statement. 

Jen: Can you confirm that the products are not being sold in any country that requires animal testing by law?

SLG/Zoella rep: Yes I can confirm that Zoella Beauty is not sold in any country that requires animal testing by law.

Jen: And do you have confirmation that your suppliers (and labs) do not test for you or for other companies?

SLG/Zoella rep: Yes we have confirmation.

Jen: One more question for you – is the company doing any testing (or allowing any testing) to comply with EU laws?

SLG/Zoella rep: We are not doing any testing and all our products comply with EU laws.

So it sounds like Zoella Beauty is not Leaping Bunny certified, but they ARE cruelty free, and they really need to update their animal testing statement to avoid confusion.