Is Love Beauty & Planet Cruelty-Free?

Hello loves!

I had a One Brand Focus and review of Love Beauty & Planet‘s Murumuru Butter & Rose Collection, but I felt like it was more important to talk about their cruelty-free status before writing another review.

I had to write this post and delay the review because I have been unsure about this brand for the longest time. I have finally gone down the rabbit hole of research which took more time than I expected and I came across a lot of information that might help you make the decision to buy their products or not.

Let’s not waste time and jump right into it.

Cruelty-Free Status

Based on labels and their descriptions on their site, it seems quite clear that LB&P are cruelty-free. However, it seems many, including myself, are still confused and/or frustrated when it comes to this brand because they are not being transparent or consistent.

Are they or are they not cruelty-free?

Here’s the thing about cruelty-free companies. More often than not, brands cooperate and will reply to emails, comments, and/or have a full disclosure on their sites. I have a few trusted sites I go to when I navigate the CF world and here is their take:

  • Logical Harmony: Under Brands to Avoid
  • Cruelty-Free Kitty: Grey Area
  • Ethical Elephant: Unclear

According to Ethical Elephant, LB&P is owned by Unilever, a corporation that continues to test on animals, and it appears that LB&P inherits the same animal testing policy as their parent company. See this post for more information on Unilever. That being said, Unilever does* allow the cruelty-free companies that they purchase to remain cruelty-free.


READ: Love Beauty and Planet Sea Salt and Bergamot Body Lotion

Mixed Responses & Certifications

It seems everyone is able to confirm that their products are not tested on animals, and that they are sold only in USA and Canada. However, the same cannot be said about the ingredients, which are just as important when it comes to their CF status. Like I mentioned above, brands typically have a full disclosure somewhere in their site, usually under FAQ’s. In LB&P’s site, the only information they provide is the following:

Love Beauty and Planet is independently certified cruelty-free by PETA.

That statement is a real problem for me. CF Kitty has an article in her site, Why PETA’s Cruelty-Free List Cannot Be Trusted. PETA has again and again lost their credibility in the cruelty-free beauty community and many do not trust them, period.

The following short is taken from CF Kitty’s Leaping Bunny vs. PETA:

You might notice that the Leaping Bunny’s list is considerably smaller than PETA’s. This is because the Leaping Bunny, the only internationally recognized certification organization for cruelty-free brands, is way more selective.

Leaping Bunny requires that the company agrees to independent audits whereas PETA only requires written agreement from a company. Many brands chose the latter because they can get away with loop-holes in their statements such as the following (for example):

Our brand does not conduct animal testing, nor ask others to do it on its behalf, except when it is required by law.

A lot of consumers take this as face value and conclude that brands are cruelty-free without digging any deeper. Which is why deep-dives and thorough research on brands are important, especially if you are committed to going completely cruelty-free.

And if I just* may add one more thing:

Love Beauty & Planet are not Leaping Bunny certified!!!

That more than anything is shocking! In my opinion it says a lot about a brand that chooses and prefers to be certified by PETA instead of Leaping Bunny.


READ: Influenster — Love Beauty and Planet ReviewIt VoxBox

Another thing that baffled me is when I learned through Phyrra that this brand is certified independently by Vegan Action. That means their products are suitable for vegans but it has come to my attention that some vegan brands are not entirely cruelty-free. How freaking confusing is that?

Another site, Free the Bunnies, has also researched LB&P and this brand ended up in their Brands to Avoid list, just like Logical Harmony, due to “mixed responses about ingredient suppliers”.

NOTE: It has been a few months now since I reviewed other products from this brand, and in those posts, I noted that they were cruelty-free. After I started writing this post I knew that I could no longer consider them cruelty-free, so I have gone back to those posts to strikethrough the words ‘cruelty-free’. After this post goes live, I will be sure to add a note at the beginning of those reviews linking back to this post, for those who may need further information about the brand.


As a committed cruelty-free beauty consumer, I aim to bring you guys the facts to inform you as best as I can. I understand the cruelty-free beauty world is really hard to navigate with certain brands, such as this one, not being completely transparent or consistent with their replies.

I also wholly understand that not everyone can commit to a cruelty free lifestyle and that many do not have access to certain brands. Even so, I will still try my best to let you guys know the real truth behind some of these brands.


Ever since I started my blog, I quickly learned about cruelty-free brands and aimed to go cruelty-free myself. I am more committed to this now than I ever was and instead of solely going by labels, I will do my best to research each and every brand that I review here from now on.

I know I have several followers who are also cruelty-free, and I just hope that this post allows you to make a decision on whether you’d like to keep supporting this brand or not.

Have you ever used this brand?
Will you continue to purchase from this brand?
No judgement here if you choose to keep supporting!

Have a great start to your week! ❤


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23 thoughts on “Is Love Beauty & Planet Cruelty-Free?

  1. You are such a sweetheart Rossy and this is such an informative post. I feel like with all the confusion, if you’re committed to being CF only it’s best to just buy products with the leaping bunny logo! Honestly, why can’t all brands just be CF these days? I don’t know if I’d purchase from this brand or not in the future, but I’m thinking I’d most likely avoid it, as I do prefer to buy CF as much as possible especially going forward now I’m currently not working on a beauty counter, it will be much easier. Thanks for sharing Angel ❤

    Liked by 1 person

    1. yup! leaping bunny logo is definitely the way to go! however, some don’t have either certifications, so that can also be harder to verify whether they’re truly CF or not 😦 never thought it would be this hard trying to find CF brands LOL but I am committed and I want to follow through 🙂
      thanks for sharing your thoughts too 🙂


  2. Great post! That’s why I trust Leaping Bunny more than PETA. They are quite sketchy. Two products I don’t use anymore because they are not transparent are Wetnwild and Physicians Formula. They sold out to China. And it’s sad because I loved both.

    Liked by 1 person

    1. absolutely! LB all the way 😀
      Same! I was bummed about WnW the most because they were my go-to brand 😦 I literally featured their products ALL the time on my YT videos LOL


      1. But how that could be legal? Like NARS says clearly on their website is CF and I know a few CF Bloggers who use it. But is not? Like why shouldn’t I trust them and trust the girls you recommend? (My question is not provocative, I’m actually curious 😊)

        Liked by 1 person

        1. You mean to ask if it’s legal for them to not be as transparent? Or…?

          If I understand your question correctly, being CF (or not) isn’t a matter of legality. What is* a matter of legality is brands having to abide by laws in countries such as China. So let’s take NARS for example. NARS is CF because they don’t test their products or ingredients. THAT makes them CF, so they’re not lying. What no longer makes them CF, is their choice* to sell in places like China where imported cosmetics are required to be tested on animals (pre-market testing). Those laws are put in place to make sure that the products are safe for use. So brands selling there are knowingly* contributing to animal cruelty if that makes.

          Ethical Elephant has a great infographic about this:

          So by the CF community standards, they wish that absolutely no animal testing is done for:
          1) ingredients
          2) finished products
          3) where required by law (mainland China)

          The 3rd one is very important, because yes, the brand may be considered CF, however, selling in China puts their products at risk of being tested pre-market and post-market.

          Brands such as Wet n Wild made the decision to sell in mainland China last May, and Physician’s Formula last October, but was reported/confirmed earlier this year in March. They are no longer CONSIDERED* CF because of that decision alone. Even though China will be ending their mandatory pre-testing in 2021, all the brands are still putting their products at risk of being pulled from the shelves (post-market testing) if a customer has a complaint. Therefore still contributing to animal cruelty.

          I know it’s a bit weird and confusing, especially if you’re new to the CF world. It takes a lot of time/research to get familiar with the language brands choose and how to tell if a brand is selling in China or not. Because not all brands will say they’re selling in China, they will just say “only where required by law”. And many consumers don’t really bother to do more research past that since the brand has said “no we don’t test”.

          I think NARS has a great disclosure on their site because they are being very transparent; they do not test on animals, only where required by law, and that they are working on eliminating animal cruelty globally. This specific brand however, Love, Beauty & Planet has given mixed responses, or no responses at all, their site is just one sentence, and even though they don’t sell their products in China, the question that remains unanswered is: are their ingredients tested on animals or not?

          I hope this whole things makes sense I tried my best to explain it well LOL

          Liked by 1 person

          1. No it totally makes sense. The legal thing was: is legal for them to state that they are CF when they are not?
            Thank you for explaining this to me. I feel a little better now supporting them. I mean is still awful that they sell to China but at least I know the product I buy is CF. (I hope I understood that well). I know it’s not perfect, but it’s all I can do for now. Hopefully things will change in 2020.

            Liked by 1 person

          2. Ah, that’s a fantastic question and one I’m not sure about. I think* it’s not illegal but it is misleading. I don’t think the terms “cruelty free” are regulated by law, so I have no idea if that would implicate a brand.
            Yes, NARS is technically CF by all the definitions. The CF community doesn’t consider them to be only because they sell in China. 🙂 And no, I completely understand. Not everyone has access to CF brands nor can everyone commit so that is okay 🙂


  3. This was FASCINATING! I had no idea that Leaping Bunny was more selective/more reliable/more trusted than the PETA certification. I will definitely make a note of this, because I have mentioned the cruelty-free and/or vegan status of products multiple times on my blog. I do defer to all the sites you mention like Logical Harmony and the like, because I know how transparent and on-top-of-things they are. It’s so, so tricky to navigate around CF, and I’ve definitely heard that not all vegan brands/products are CF which totally boggles my mind! Like, what???

    Liked by 1 person

    1. Yeah, I knew they were more trustworthy but I didn’t know they were more selective either. I like that they are. It means we can trust companies under their label.
      I know! Shame about vegan brands still not being CF. You’d think because they’re vegan they would automatically would be, right?

      Liked by 1 person

      1. Will definitely pay more attention to Leaping Bunny now vs. PETA. I guess that means that products that don’t contain animal products or by-products CAN still be tested on animals? Strange!

        Liked by 1 person

        1. Yes, unfortunately. I understand the need to test products for ‘safety’ but why not just test those products out on actual humans that will be using said products? Makes no sense to me how testing a product on a bunny will relate to my actual human skin. Idk..

          Liked by 1 person

        2. If I may piggy back on what I just said, lol, given how long the cosmetics industry has been running for, you’d think the ingredients they use have already been tested for human safety. So unless they are using new formulations or whatever, i see no point in testing on animals. Not just that, but we are in 2020, and we have the technology to make safe products, or use safe ingredients without the harsh chemicals, etc. I mean, many brands have started to drop many harmful ingredients, so the need to test on animals is outdated in my opinion.

          Liked by 1 person

          1. It’s really only in China that they test on animals, correct? Or are there other countries that require it too? China is such a huge market with big profits, especially for the heritage brands like L’Oreal and Estee Lauder, that they can’t not comply. But I agree, I don’t see why animal testing is still mandated. But I thought I read China was starting to change their rules recently??

            Liked by 1 person

          2. I believe so? I would need to double check to make sure.
            And yes, apparently China will no longer require pre-market testing but it seems that post-market testing will not change. While it’s not exactly what everyone wants, it is essentially a HUGE step in the right direction. Hopefully in the next 5 years or less, we no longer see the need for animal cruelty 🙂 🙂

            Liked by 1 person

  4. Woah I am mind blown about your comment about how some products are suitable for vegans but some vegan brands are not entirely cruelty-free. THE HECK?! 100% confusing. That is an eye opener, on top of the great point you made about checking ingredients!! Thats sly as heck. I have to give you a round of applause at how knowledgable and informative you are. Thank you for educating us and sharing this information on your platform, growing awareness is key! ❤

    Liked by 1 person

    1. Right? When I learned that too I was like “uhmmmm what???” It certainly is confusing and very misleading in my opinion.
      As for being knowledgeable and informative, it took me a long time to research hahaha but I’m glad you found this post helpful. That was the point after all 😀

      Liked by 1 person

  5. I was one of the gullible consumers who initially bought this brand when it was first showcased in Target. But after Cruel Free Kitty mentioned that they weren’t, i felt really silly for buying them. I finished the moisturizer and then didn’t purchase again. That was a few years ago.

    An influencer recently showcased their product on insta and I commented that they aren’t cruelty free unfortunately. The brand itself actually responded to my comment stating that they were peta certified and blah blah. So i was again perplexed or figured maybe they had made updates. I’m so happy to come across your blog post that sorts out and distinguishes between a real legit cruelty free brand. Learned something new today I actually sent them a link to your article 🙂 thank you!!!

    Liked by 1 person

    1. To be perfectly honest I fell for it too, and not just with this brand, with so many others! I’m glad we have sites as resources to look into it when we can’t find the information ourselves and I’m also really glad that you found my post useful 😄

      Thanks for stopping by xx


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