Criteria for Endorsement

Advertising Standards Authority states that companies must be able to provide proof of their humane claims. Beauty without Cruelty is an accepted independent organisation able to audit such proof.

Beauty without Beauty's criteria for endorsement is of the strictest worldwide, ensuring true humane status.

  1. Department Stores have a different criteria, given that they are general dealers. All other ranges must comply with vegan / vegetarian status with regards to product stores, ie no sales of leather.
  2. As virtually all substances have been tested on animals at some time, BWC requires companies to initiate a self-imposed cut-off date on the use of animal tested ingredients. As long as the cut-off date is at least five years before the date of application and the company can guarantee that the chosen date will be strictly adhered to in the future. Failure to comply with the fixed cut-off date will result in immediate removal from the BWC approved product guide.
  3. Written assurances must be obtained from ingredient supply companies that individual ingredients supplied to the company have not been tested by them on animals after the cut-off date.
  4. Parent companies and their subsidiaries too, must comply with these criteria.

If you think your company will qualify to be endorsed Beauty without Cruelty, please apply. Endorsement is free of charge.

Apply Now

Endorsement is Free

Advertising Standards Authority states that companies must be able to provide proof of their humane claims. Beauty without Cruelty is an accepted independent organisation able to audit such proof.

Apply for Endorsement


Ask the experimenters why they experiment on animals, and the answer is 'Because the animals are like us.' Ask the experimenters why it is morally OK to experiment on animals, and the answer is: 'Because the animals are not like us.' Animal experimentation rests on a logical contradiction.” - Professor Charles R. Magel (1980)