More Than a Blog—We’re Your Cruelty-Free Revolution
CrueltyFreeNow isn’t just another blog—it’s a full-blown rebellion against an industry that prioritizes profit over compassion.
Founded by a team of whistleblowers, scientists, and activists, we’re here to expose the ugly truth behind “cruelty-free” labels, empower you with unflinching honesty, and celebrate brands that actually walk the talk.
Think of us as your hype squad, your fact-checkers, and your go-to source for cutting through greenwashing. We don’t do fluff, paid promotions, or half-truths.
Instead, we dig into supply chains, grill CEOs, and turn complex ethics into actionable advice—so you can shop without guilt, shame, or confusion.
In short?
We’re the friend who’ll tell you when a brand is lying, the scientist who decodes ingredient lists, and the activist rallying for change—all rolled into one.
Our Mission: Transparency Over Trends
We exist for one simple reason: Animals aren’t lab equipment.
The global beauty industry spends billions convincing us that “ethical” and “luxury” can’t coexist. We’re here to prove them wrong. Our mission is to:
- Investigate brands that hide behind shady certifications.
- Educate you on how to spot lies (yes, even the sneaky ones).
- Celebrate companies that prioritize ethics over profit.
- Empower our community to demand better—for animals, workers, and the planet.
How This All Began
Spoiler: It started with a lab leak (the good kind).
In 2021, our founder Tasha Carter (a cosmetic chemist from Austin, TX) walked out of her job at a “clean beauty” brand after discovering their “cruelty-free” mascara was being tested on animals in overseas labs.
Determined to create change, she spent months documenting industry loopholes—like parent companies that test on animals or brands that pay for fake certifications.
But Tasha knew she couldn’t do it alone.
She teamed up with Tristin Ward, a Brooklyn-based journalist who’d spent years exposing corporate corruption, and Liam O’Connor, a Portland editor with a vendetta against marketing spin. Together, they launched CrueltyFreeNow in 2024—a no-BS platform where ethics always come first.
Today, we’re a five-person powerhouse, including Sofia Martinez, our Boulder sustainability guru, and Jamal Thompson, Chicago’s meme-loving community builder. We’ve grown from a scrappy blog to a movement of 200,000+ activists, but our goal remains the same: Make cruelty-free the only option.
Meet the Team
We’re not corporate suits. We’re real people with messy desks, strong opinions, and a shared obsession with justice.
Tasha Carter
Founder & Chief Investigator
Tasha’s the reason we exist. With 12+ years as a cosmetic chemist, she knows exactly how brands manipulate labels. After blowing the whistle on her former employer, she vowed to create a space where ethics aren’t negotiable.
Tasha’s superpower? Spotting a brand’s “vegan” claim from a mile away… and then exposing their parent company’s animal-testing labs.
Fun Fact: Tasha once reformulated a popular lipstick to be vegan… in her kitchen.
Tristin Ward
Lead Writer & Investigative Reporter
Tristin’s the Sherlock Holmes of cruelty-free beauty. A former political journalist, he now uses his skills to dissect supply chains and interview CEOs. His deep dives have exposed 14+ brands for false certifications. When Tristin’s not writing, he’s elbow-deep in vegan nail polish swatches.
Tristin’s Mantra: “If it’s not transparent, it’s not cruelty-free.”
Liam O’Connor
Editor & Myth-Buster
Liam’s the guy who ensures we never sugarcoat the truth. He’s banned phrases like “natural” and “green” from our site unless brands pass his 10-point ethics audit. Before joining us, he edited for a major wellness magazine—until he realized 60% of their “eco-friendly” picks were owned by animal-testing conglomerates.
Liam’s Pet Peeve: Brands that use bunnies in logos but test on rabbits.
Sofia Martinez
Sustainability Director
Sofia’s our planet-first watchdog. She doesn’t just ask, “Is this cruelty-free?”—she demands, “Is it fair-trade? Carbon-neutral? Zero-waste?” Her research has pushed 30+ brands to switch to recycled packaging.
Sofia’s Rule: “Ethical beauty shouldn’t harm people or the Earth.”
Jamal Thompson
Community Captain
Jamal’s the heart of our community. He moderates our Facebook group, hosts live Q&As with vegan CEOs and turns complex topics into relatable memes. His “Tip Jar” inbox has become a hub for whistleblowers—including former lab employees.
Jamal’s Signature Move: Ending every email with, “You’re awesome. Now go save some bunnies.”
Why Trust Us?
We’re not here to sell you anything—except the truth.
✅ No Paid Partnerships
We reject 90% of collaboration requests. If a brand’s parent company tests on animals, we won’t promote them—even for a paycheck.
✅ Lab-Tested Claims
Tasha and Tristin personally verify certifications, visit facilities, and interview former employees.
✅ Community-Driven
Your tips and stories shape our content. (Thanks to a reader’s tip, we recently exposed a “vegan” brand using illegal animal byproducts!)
✅ Holistic Ethics
We evaluate sustainability, labor practices, and inclusivity. No tokenism allowed.
Our Impact
In just 18 months, our community has:
- Pushed 8 brands to go 100% cruelty-free.
- Funded 3 lawsuits against companies falsifying certifications.
- Donated $50k+ to animal sanctuaries via our earnings.
Join the Fight
Thank you for joining the cruelty‐free revolution. At CrueltyFreeNow, we’re not just a blog—we’re your trusted resource for exposing the truth behind misleading “cruelty‐free” labels and challenging unethical industry practices.
Feel free to explore our in‐depth guides, real investigative reports, and blog posts. If you have any questions or tips, don’t hesitate to reach out. Join us in creating a future where truth and kindness prevail.
A Final Note from Tasha
“When I started this, I thought I’d be shouting into the void. Instead, I found a family of fierce, compassionate people who refused to settle. Whether you’re here to ditch one product or overhaul your entire routine—you matter. Together, we’re changing what ‘beauty’ means. And hey, if we can take down a few shady CEOs along the way? Bonus.”