Animal testing isn't something most of us think about every day, largely because it happens behind closed doors. Yet cosmetics and personal care products around the world are still linked to animal testing, often through the small print most shoppers never read.
At INature, every product we stock is 100% cruelty-free. In this guide we explain what animal testing actually is, why we choose to stay well clear of it, how to recognise genuinely cruelty-free skincare, and how to see through the marketing claims designed to mislead you.
What is animal testing?
Animal testing means experiments carried out on living animals. Rabbits, rodents, dogs and fish are exposed to synthetic substances to assess whether they might be harmful to human health. It happens for new medicines, but also for make-up, shampoo, cleaning products and laundry detergent. It is a practice with a long history: the first documented animal experiment dates back to 1628.
Why animal testing is no longer necessary
Animal testing is increasingly controversial, and more and more shoppers are choosing cruelty-free products instead. The animals are often subjected to stressful conditions and painful experiments.
There is also a real question over whether it even works. A human body doesn't tolerate the same substances in the same way a rodent does, so the results aren't always reliable in the first place.
Modern alternatives to animal testing
Thankfully, we now have excellent alternatives. In-vitro testing and advanced computer models routinely deliver more accurate, more relevant results, without any animal suffering.
How to recognise cruelty-free skincare
Spotting genuinely cruelty-free products can be tricky, but there are a few reliable ways to check as a shopper:
- Look for recognised certifications. The Leaping Bunny logo, the international gold standard in the UK and Europe, is awarded only to brands that meet strict cruelty-free criteria.
- Check for the PETA cruelty-free logo, which is increasingly used to signal that a product hasn't been tested on animals.
- Remember: cruelty-free is not the same as vegan. A product can be cruelty-free yet still contain animal-derived ingredients. If you want to be certain a product is vegan, always check the ingredients list too.
Watch out for greenwashing and marketing tricks
In the UK and EU there is no legal requirement to state on the packaging whether a product is cruelty-free. Many responsible brands choose to declare it voluntarily for transparency, but some use misleading claims like "not tested on animals" or "animal-friendly" that paint a rosier picture than reality. The finished product may not have been tested on animals, while the individual ingredients were tested separately.
At INature, protecting nature and every living creature is part of who we are. Every product in our shop is always 100% cruelty-free, with no exceptions and no small print.
The INature cruelty-free promise
We deliberately stock only cruelty-free products. As a brand built around natural, clean skincare, minimising our impact on the environment and on animal welfare isn't a marketing angle, it is the whole point. Our INCIA range carries the Leaping Bunny and Vegan Society credentials, alongside ETKO Cosmos Natural, Ecocert, BRCGS and GMP certifications.
We believe brands have a responsibility to choose a kinder world, and reducing animal suffering is a non-negotiable part of that.
Shop cruelty-free with confidence
Looking for cruelty-free skincare you can actually trust? At INature you'll find:
- Cruelty-free mum & baby care
- Cruelty-free personal care
- Cruelty-free home cleaning
- Cruelty-free sun care
100% natural, dermatologically tested and never tested on animals, dispatched from the UK and trusted by 50,000+ families across Europe.