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Sephora Brand No Longer Cruelty Free

Well, another one bites the dust. Tashina from Logical Harmony just broke the news that Sephora’s house brand is now being sold in China. You can read more here.

Sephora still carries many cruelty free brands, but their own house brand (including Hello Kitty and I THINK Tokidoki) can no longer be considered cruelty free. (Update: Tokidoki and Kat Von D brands are still cruelty free – hooray!)

I can’t take this anymore. MAC, Smashbox, Mary Kay, Avon, Caudalie, Yves Rocher, Bobbi Brown, Clinique, Dermalogica, Sephora – what’s left? Someone give me a pep talk, because this is making me very depressed. Thank goodness Urban Decay changed their mind (and Dermalogica is pulling out). If only more brands would listen to their customers.


Press samples have been provided for review. Opinions are the author’s own. Article may contain affiliate links.

About chiefbunny

Jen Mathews is the Chief Bunny and social media maestro for My Beauty Bunny. She is also the President of Top Tier Media, a social media agency for beauty, fashion, health and lifestyle brands.

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  1. Thank you for sharing this!!!! I am so frustrated as well. Way too many brands changed their stance this year.
    Tashina recently posted..Sephora Collection Cosmetics are No Longer Cruelty FreeMy Profile

  2. I’ve readed… I’m so sad about it too. I used to buy a lot of these brands, but now I just don’t know what to buy =/

  3. The photo… That was exactly my expression when I found out. I hate that this keeps happening. China is supposedly changing their policies – I understand companies have to make a profit but why won’t they just WAIT to enter China? So disheartening.
    Catherine recently posted..HG Status: Laura Mercier Mineral Powder SPF 15My Profile

  4. Awe, that’s a bummer. :(
    Kayla recently posted..My Current Skincare RoutineMy Profile

  5. That must mean that Kat von D’s line is also now not cruelty-free. I’ll have to double-check though.

    Disappointing. I just bought some makeup from the Sephora brand a few days ago and I don’t want to use it now.

  6. Thank you for sharing this and I had no idea about Smashbox and Avon. I get they want to go to China. When I wrote to Revlon they gave me a half answer making it seem like they were not doing animal testing and when I inquired again I got no response which is too bad because I love their butter lip sticks. It would be cool to be able to make our own with a kit
    Thank you again!

  7. What a disappointment. I wrote to Sephora expressing my disappointment and asking them to reconsider until China drops its policy.

  8. I noticed they were selling into China as well when I was researching NYX. You can add Kat Von D to the list as well, I was more bummed about than the Sephora brand. I make it a point to look at the companies international shipping page, locations page and FAQ section now for any hidden information that indicates products are being shipped to mainland China or Brazil (as NYX does).

  9. Oh, man! That’s horrible! :( I’m gonna have to check out Kat von D’s line.
    Taylor recently posted..I love couch surfing!My Profile

  10. Avon and Yves Rocher are NOT cruelty-free?? what happene?

  11. Maya – they are selling in China now. :(

  12. Thanks so much for the heads up. UGH, this is so frustrating, I feel like things keep getting worse instead of better :( Options keep getting narrower.

  13. So from what I understand, it’s not the companies that do the testing. Sephora brand products are sold in China, the Chinese government decides if they want to test the products on animals to see if they are safe or not, the Chinese government runs their own tests on the products. So Sephora, is not testing on animals.

  14. “So from what I understand, it’s not the companies that do the testing. Sephora brand products are sold in China, the Chinese government decides if they want to test the products on animals to see if they are safe or not, the Chinese government runs their own tests on the products. So Sephora, is not testing on animals.”

    Yes, this is true, but Sephora is allowing them to test by selling their products in China. This is known as third-party testing. Many companies are boycotting China because of the animal testing issue.

  15. Hi, just wondering how come the Kat Von D and Tokidoki brands are still cruelty free? This is great if so as I own a Kat Von D palette but I assumed that they were still Sephora branded? It is so utterly galling and disheartening when brands you’ve used and trusted for a long time forgo their principles to sell in China or sell out (a la Urban Decay) to an animal-testing giant like L’Oreal. I seem to be adding more companies to my boycott list than my cruelty free list these days when really, in this day and age it should be the other way round.

  16. Kat Von D and Tokidoki aren’t sold in China – but Sephora brand is.

  17. Can you list the brands that are sold at Sephora that are cruelty free? Thank you!

  18. Hi Kris! I don’t know every brand that Sephora carries, but you can check against my cruelty free list here: http://www.mybeautybunny.com/cruelty-free-brands

  19. In the last couple of years, I have had to radically change my makeup-buying habits. I will no longer buy from Avon, Bobbi Brown/mark, Clinique, MAC, Prescriptives, or even Urban Decay (since they were bought out by evil L’Oreal).
    I’ve shifted my business to companies like 100% Pure, Aubrey Organics, Clarins, Ecco Bella, FACE Stockholm, Hourglass, Inglot, Illamasqua, Jane Iredale, Paula Dorf, Stila, Trish McEvoy, and Youngblood. Thank heaven, there ARE still some great choices out there.

  20. ^ I meant, of course, Avon/mark!

  21. I was just researching NYX are as about to buy some of their products – thanks for the heads up. I guess I have to go back to my reasearch, Does anyone know if too faced is still cruelty free as they sell at Sephora. Thanks.

  22. Shipping to China is okay – but when a brand has a physical presence in China or a distributor there, that’s a problem. NYX is still cruelty free. And Too Faced is still cruelty free. (As of 11/15/13.)

  23. bobbi brown IS cruelty free!

  24. No – they are sold in China by EL

  25. I just checked PETA. They say that Smashbox is cruelty free. Smashbox also has the bunny logo on their makeup boxes.

  26. This is good news that it is no longer mandated! Now the only question is will companies use alternate methods?

  27. Not what I heard either. Bobbie Brown is cruelty free according to PETA.

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