Is OUAI Cruelty-Free in 2025? Discover Its Ethical Practices

Many beauty lovers want to know: Is OUAI cruelty-free? Yes, the truth is that Ouai is cruelty-free; the brand is completely cruelty-free and holds Leaping Bunny certification. Founded by celebrity stylist Jen Atkin, this popular hair brand does not test on animals at any stage. 

However, there are some important details about their vegan status and the fact that OUAI is now owned by a parent company that conscious consumers should know.

Is OUAI Cruelty-Free?

OUAI is 100% cruelty-free. This demonstrates that companies can be fully cruelty-free when they commit to ethical practices. The brand has earned official Leaping Bunny certification, which is the gold standard for cruelty-free beauty products. 

This certification, a strong indicator of their ethical practices, means OUAI meets the strictest requirements in the industry.

OUAI’s official Help Center states: 

“We are Leaping Bunny certified! As a cruelty-free brand, OUAI does not incorporate testing its products or ingredients on animals into our development phase or at any stage of production.” Source

What Leaping Bunny Certification Means

The Leaping Bunny program requires companies to adhere to strict guidelines, including:

• Pledge to end animal testing at all stages of product development
  
• Commit annually to maintaining their cruelty-free status.
  
• Allow independent monitoring and verification.
  
• Meet over 400 criteria to maintain certification.
  

This makes OUAI’s certification particularly meaningful and a good indicator of their ethical commitment. 

While some consumers debate whether brands can be considered fully cruelty-free without being certified, OUAI has chosen to pursue this gold standard recognition. Only brands with the strongest anti-animal testing policies can earn this recognition.

Does OUAI Test on Animals?

No, OUAI products are not tested on animals under any circumstances. The brand has confirmed they will not test on animals when required by law. 

This sets them apart from many beauty companies that make exceptions for certain markets where some animal testing for cosmetics might still occur.

OUAI’s comprehensive, strict policies against animal testing cover:

• Direct animal testing by the company
  
• Testing by suppliers or manufacturers
  
• Third-party testing on their behalf
  
• Testing in markets that require it by law
  

This thorough approach ensures no products tested on animals bear the OUAI name, safeguarding creatures anywhere in the world.

Is OUAI Sold in China?

No, OUAI products are not sold in mainland China. This is important because China requires animal testing for most cosmetic products sold in physical stores in China. By avoiding the Chinese market, OUAI maintains its cruelty-free status without compromise.

Many beauty brands claim to be cruelty-free but still sell their products in China, where animal testing happens on their products. OUAI has chosen to prioritize its ethical standards over market expansion.

Is OUAI Sulfate-Free?

Yes, all OUAI products are completely sulfate-free. The brand made this decision from day one because sulfates can damage hair and strip color.

Why OUAI Avoids Sulfates

OUAI’s blog explains: 

Unlike most drugstore brands, you won’t find sulfates in any of our products. Sulfates seem great (they lather nicely and leave your hair feeling squeaky clean), but much like going back to an ex, they’re nothing more than a quick fix.” Source

Benefits of OUAI’s sulfate-free formulas:

• Stronger hair follicles
  
• Better moisture retention
  
• Longer-lasting hair color
  
• Less breakage and frizz
  
• Smoother styling results.

Is OUAI a Clean Brand?

Yes, OUAI is considered a clean beauty brand. They avoid many potentially harmful ingredients that other brands still use.

Ingredients OUAI Avoids

According to their official ingredient policy, OUAI products never contain:

• Sulfates
  
• Parabens
  
• Phthalates
  
• Gluten
  
• Formaldehyde
  
• Harmful detergents
  

OUAI’s Clean Beauty Standards

The brand focuses on “real products for real life” by carefully selecting each ingredient. Their philosophy is simple: if they can make products work just as well without questionable ingredients, why use them?

However, some clean beauty advocates note that OUAI could improve by avoiding additional ingredients like silicones or synthetic fragrances that other clean brands exclude.

Comparison to Other Clean Brands

Is OUAI Vegan?

No, OUAI is not 100% fully vegan. While the brand is cruelty-free, not all its products are vegan, as some contain animal-derived ingredients. This is an important distinction many consumers don’t understand.

The Difference Between Cruelty-Free and Vegan

• Cruelty-free = No animal testing
  
• Vegan = No animal-derived ingredients. Many vegan brands aim for both, but it’s not always the case.
  

A brand can be cruelty-free without being vegan, and vice versa.

OUAI’s Vegan Products

The products they offer vegan certification for include:

• Air Dry Foam
  
• Anti-Dandruff Shampoo
  
• Super Dry Shampoo
  
• Scalp and Body Scrub
  
• Leave-In Conditioner
  
• Hair Oil. It’s good to see they provide these vegan products even if the entire line isn’t vegan.

Is OUAI Non-Toxic?

OUAI products are generally considered safe and non-toxic, though this depends on individual sensitivities and how you define “non-toxic.”

OUAI’s Safety Profile

The brand avoids many ingredients that raise safety concerns:

• No parabens (potential hormone disruptors)
  
• No phthalates (potential reproductive toxins)
  
• No sulfates (harsh detergents that can irritate)
  
• No formaldehyde (known carcinogen)
  

Potentially Concerning Ingredients

Some OUAI products do contain:

• Synthetic fragrances (which contribute to the scent of a perfume or product and can cause allergic reactions)
  
• Certain preservatives (necessary for product safety)
  
• Silicones (generally safe, but can build up on hair)
  

Independent Safety Ratings

While specific EWG ratings weren’t available for all OUAI products, the brand’s avoidance of major concerning ingredients suggests a good safety profile for most users.

OUAI’s Parent Company: Procter & Gamble (P&G)

In December 2021, Procter & Gamble (P&G) acquired OUAI. This acquisition means OUAI is now one of the brands owned by a parent company, raising ethical questions for some consumers.

P&G’s Animal Testing Policy

P&G states: “P&G no longer tests on animals for any consumer product unless required by law.” 

However, they are not considered cruelty-free because P&G is a company that tests on animals when required by law in some markets. This means:

• They are a parent company that tests on animals when required by law in some markets, so they don’t meet cruelty-free standards for the entire corporation.
  
• They have numerous other brands owned by the P&G conglomerate, and some of these test on animals where legally mandated.
  
• They haven’t committed to never testing again, a common issue when parent companies are not cruelty-free in their entirety.
  

Ethical Considerations for Consumers

This creates a dilemma for conscious shoppers, especially concerning whether OUAI can truly operate independently from the parent company’s overall policies:

Arguments for supporting OUAI:

• OUAI maintains independent cruelty-free policies, effectively operating independently from the parent company in this regard.
  
• Supporting cruelty-free subsidiaries shows demand for ethical products.
  
• Many global markets only have limited cruelty-free options.
  

Arguments for boycotting OUAI:

• Consumers may choose to boycott OUAI because supporting any P&G brand indirectly funds animal testing
  
• P&G profits from OUAI sales, similar to how conglomerates like Estee Lauder profit from their various brands.
  
• Independent alternatives exist
  

How OUAI Compares to Other Cruelty-Free Brands

Direct Brand Comparison

This comparison table highlights key differences you’d find when reviewing a detailed list of cruelty-free brands.

Market Position and Statistics

The premium haircare market has grown significantly:

• The global hair texturizer market was valued at $4.14 billion in 2023
  
• Expected to grow at 6.6% annually through 2030
  
• Cruelty-free and clean beauty segments are driving much of this growth.
  

OUAI has positioned itself successfully in this growing market, with celebrity endorsements and social media presence helping drive sales.

FAQs About OUAI’s Ethical Policies

Conclusion

OUAI is a genuinely cruelty-free brand with Leaping Bunny certification and strong ethical policies. They avoid sulfates, parabens, and other concerning ingredients while creating effective hair products.

However, OUAI is not 100% vegan, and their acquisition by P&G creates ethical considerations for some consumers. The brand offers several vegan products but uses animal-derived ingredients in others.

Recommendations by Consumer Type

For cruelty-free focused consumers: OUAI is an excellent choice with strong ethical credentials and effective products.

For vegan consumers: Check individual product ingredients carefully and stick to their certified vegan options like Hair Oil and Dry Shampoo.

For parent company conscious consumers: Consider whether supporting P&G indirectly aligns with your values, or choose independent alternatives like Briogeo.

For clean beauty-focused consumers: OUAI offers good clean options, though brands like Briogeo may better fit strict clean beauty criteria.

The beauty industry continues evolving toward more ethical practices. Supporting cruelty-free brands like OUAI, regardless of parent company concerns, helps drive this positive change forward.