Is Make Up For Ever Cruelty-Free? The Complete 2025 Guide

Are you wondering if Make Up For Ever is kind to animals? Many makeup lovers want to know if their favorite beauty brands test on animals before buying. 

This guide will give you all the facts about Make Up For Ever’s animal testing policies in 2025. We’ll cover what “cruelty-free” really means, look at Make Up For Ever’s official statements, and suggest some animal-friendly alternatives.

Is Makeup Forever Cruelty Free?

No, Make Up For Ever is not cruelty-free. This means the company that tests on animals, either directly, through suppliers, or third parties. Make Up For Ever sells products in countries where animal testing is required by law, specifically China.

What does “cruelty-free” mean in the beauty world? A truly cruelty-free brand:

• Doesn’t test finished products on animals
• Doesn’t test ingredients on animals
• Doesn’t allow suppliers to test on animals
• Doesn’t allow third parties to test on animals
• Doesn’t sell in markets that require animal testing

None of the major cruelty-free certification organizations recognizes Make Up For Ever as cruelty-free:

• Leaping Bunny: Does not certify Make Up For Ever
• PETA’s Beauty Without Bunnies: Lists Make Up For Ever as “does test on animals”

Does Makeup Forever Test on Animals?

Yes, Make Up For Ever allows animal testing of their products. While they don’t conduct these tests themselves, they permit their products to be tested on animals by third parties in order to sell in certain markets.

Make Up For Ever’s official statement on animal testing reads:

“We do not test products or the ingredients used in our cosmetics on animals unless required by law. We abide by this principle since 1989, long before the ban on animal testing was instituted by the European Union in 2013. We are deeply convinced that animal testing must come to an end, and we are actively working on the development, validation, and acceptance of alternative methods to animal experimentation.”

This statement requires careful examination. The company attempts to create distance between itself and the animal testing that occurs, but several important facts remain:

1. Make Up For Ever voluntarily chooses to sell in markets like mainland China, where animal testing is legally required for certain cosmetic products
2. They knowingly submit their formulations for testing protocols that involve animals
3. They financially benefit from markets where this testing is mandatory
4. They could avoid animal testing entirely by choosing not to sell in these regions

The company’s wording attempts to shift responsibility by emphasizing that “tests are not carried out by us,” suggesting they have no control over the situation. 

However, this is misleading because Make Up For Ever makes a conscious business decision to participate in markets with these requirements.

Make Up For Ever falls short of being truly cruelty-free in 2025.

Why Make Up For Ever Is Not Considered Cruelty-Free

Chinese Market Presence

The biggest reason Make Up For Ever isn’t cruelty-free is its presence in China. In 2025, mainland China will still require animal testing for certain imported cosmetics:

• Imported “special-use” cosmetics (like sunscreens) still require animal testing
• Post-market safety checks can involve animal testing when there are safety concerns
• While some regulations have relaxed since 2021, brands selling in physical stores in China still risk having their products tested on animals.

Make Up For Ever has a significant presence in China, including:

“Make Up For Ever Travel Retail APAC, part of the LVHM Group, has partnered with China Duty Free Group (CDFG) in a first-of-a-kind experiential boutique at CDF Sanya International Duty Free Shopping Complex Block C.”

Third-Party Testing

Make Up For Ever openly admits that third parties (Chinese authorities) test their products on animals. While they try to shift responsibility by saying they don’t do the testing themselves, the company is still responsible because:

1. They approve these tests
2. They pay for these tests (through registration fees)
3. They profit from sales in markets that require animal testing

Parent Company Policies

Make Up For Ever is owned by LVMH (Louis Vuitton Moët Hennessy), a parent company that tests on animals. Many of LVMH’s brands sell in China and are subject to the same animal testing requirements.

Is Makeup Forever Vegan?

No, Make Up For Ever is not entirely vegan. While they might offer some vegan products, the brand as a whole is not 100% vegan, as some of their products may contain animal-derived ingredients.

It’s important to understand that “vegan” and “cruelty-free” mean different things:

• Vegan: Contains no animal-derived ingredients
• Cruelty-free: Not tested on animals

A product can be vegan (free from animal ingredients) but still be tested on animals. This is why many conscious shoppers choose products that are both vegan AND cruelty-free.

Make Up For Ever’s statement about vegan products is vague. On their FAQ page, they respond to questions about vegan products with:

“There are currently no international standards or regulations defining vegan cosmetics. Our aim is to ensure consumer safety while respecting animal life. We do not test our products on animals, and animal-derived ingredients are banned except for the use of a few ingredients justified by the non-sacrifice or non-suffering of the animal and/or absence of a substitute.“

This lack of transparency makes it difficult for consumers to easily identify which products are vegan.

Common Animal-Derived Ingredients

Make Up For Ever may use these common animal-derived ingredients in their products:

Cruelty-Free Alternatives to Make Up For Ever

If you love Make Up For Ever products but want to switch to cruelty-free brands, here are some great alternatives:

Foundation Alternatives

For fans of Make Up For Ever Ultra HD Foundation:

• Tarte Rainforest of the Sea Water Foundation – Similar lightweight feel and medium coverage
• ILIA True Skin Serum Foundation – Great for a natural finish
• Cover FX Power Play Foundation – Full coverage and cruelty-free

Setting Powder Alternatives

Instead of Make Up For Ever HD Setting Powder:

• ILIA Soft Focus Finishing Powder – Similar blur effect
• Hourglass Veil Translucent Setting Powder – High-end alternative
• e.l.f. Perfect Finish HD Powder – Budget-friendly option

Lip Product Alternatives

For Make Up For Ever lip products:

• Rare Beauty Lip Souffle – For liquid lipstick fans
• Milk Makeup Lip Color – Similar color payoff
• ColourPop Lippie Stix – Affordable alternative

How to Identify Truly Cruelty-Free Brands

Look for these trusted certification logos on packaging:

1. Leaping Bunny – The gold standard in cruelty-free certification, requiring rigorous verification and ongoing compliance
2. PETA’s Beauty Without Bunnies – Well-known certification with a large database of cruelty-free companies
3. Choose Cruelty-Free – Primarily used in Australia but recognized internationally

When researching a brand’s cruelty-free status, ask these questions:

• Does the company test on animals?
• Do they use ingredients tested on animals?
• Do their suppliers test on animals?
• Do they allow third-party testing?
• Do they sell in countries where animal testing is required by law?

Red Flags in Company Statements

Be wary of these phrases in company statements:

• “We don’t test on animals except where required by law.”
• “We don’t test on animals” (but they don’t mention suppliers or third parties)
• “We are working toward becoming cruelty-free.”
• “We only test on animals when required for safety.”

The Future of Cruelty-Free Beauty

The beauty industry is changing. Since 2021, China has relaxed some animal testing laws, but hasn’t eliminated them. As of 2025:

• General cosmetics manufactured in China can avoid animal testing
• Some imported general cosmetics may avoid pre-market animal testing
• BUT “special use” cosmetics and post-market testing still involve animals

Many brands are choosing to stay out of China or use alternative methods to enter the market:

• Selling only through cross-border e-commerce
• Using distributors who handle the testing requirements
• Working with Chinese manufacturers to bypass import testing

Conclusion

Make Up For Ever is not cruelty-free in 2025. The brand allows animal testing when required by law and sells products in countries with mandatory animal testing, like China. While they offer some vegan products, even if not fully cruelty-free, the company as a whole does not meet the criteria set by Leaping Bunny, PETA, or Cruelty-Free Kitty.

If you want to avoid supporting animal testing, consider switching to truly cruelty-free alternatives from brands like Tarte, ILIA, Cover FX, Rare Beauty, or ColourPop. These brands deliver similar quality and effects without compromising on animal welfare.

As consumers, our buying choices send powerful messages to companies. By supporting truly vegan brands that adhere to strict policies against animal testing, we show the beauty industry that animal testing is no longer acceptable to modern consumers.

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