4 reasons to use cruelty-free makeup Oceanly ATTITUDE
July 6, 20234 reasons to use cruelty-free makeup

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Cruelty-free makeup refers to products that have been manufactured and marketed without having been tested on animals. In the United States, it is still permissible to test cosmetic products on animals before said products are marketed.

Although 10 states (California, Hawaii, Illinois, Louisiana, Maine, Maryland, Nevada, New Jersey, New York and Virginia) have prohibited the practice, no federal act has been declared yet. Conversely, the United Kingdom has banned the practice since 2013 as has the European Union1.

4 reasons to use cruelty-free makeup PETA Oceanly ATTITUDE

Animal testing in the Canadian beauty industry has come to an end.

Victory! On June 22, 2023, the Canadian government passed a law banning animal testing for cosmetics2. Companies in the beauty sector will no longer be allowed to use the words "cruelty-free" on their product labels. This applies to all beauty companies on the market.

As a result, you will soon no longer see this statement on the packaging of our ATTITUDE™ products sold in Canada. We remain committed to offering you cruelty-free products, in keeping with our commitment to a future that respects animals and the environment.

Why choose cruelty-free makeup?

Canada has officially banned animal testing for cosmetics along with the sale of cosmetics that relies on recent animal testing data. However, these tests continue to be performed in some countries.

So, what are these tests? All cosmetic products are tested during the developmental process before final design, and up until the formula is near to being validated. Ingredients can be individually tested on animals in the form of skin, eye and safety irritation tests. Keep in mind that if an ingredient is irritating to humans, it could well be the same, or to a different degree of intensity, to a rabbit or a rat.

Despite the cruel nature of these practices, regulations do exist to regulate the practice, and to limit and reduce as much as possible the number of animals selected and the experiments required to obtain satisfactory results 3.

According to a 2021 report by the Canadian Council on Animal Care (CCAC), fewer than 3.7 million animals were used for scientific experimentation and of this number, 57% were studied in the context of basic research (like analyzing migratory movements in birds)4.

Unfortunately, such practices continue to exist in the beauty industry. The questions to be asked are (a) why should brands move towards a more ethical manufacturing and design process and (b) what are the reasons to opt for cruelty-free makeup?

1. For animal welfare and safety

This seems obvious: Choosing cruelty-free makeup is a way to express support for animal rights causes and to take a stand against animal abuse. Making this decision helps to reduce the standardization of the practice and to support organizations that fight against animal testing. Furthermore, presuming that toxicity tests will have the same effect on an animal as on a human is incorrect and often unfounded, as the tests’ relevance for humans has not always been demonstrated5. Humans and animals each have biological differences and unequal living conditions, rendering the tests questionable.

2. For the planet’s well-being

Animals are a part of our ecosystem and play an essential role in preserving its balance: Upsetting this balance by testing potentially toxic compounds on animals can have a negative impact on the planet6. Choosing cruelty-free makeup often means using products with a lesser impact on the planet, because cruelty-free brands are known to rethink their means of production so to be more environmentally friendly.

We are proud that our innovative vegan formulas are not tested on animals, and we have also designed FSC-certified cardboard packaging. Oceanly™ is not only a revolutionary line of products, it’s also the world’s first 100% plastic-free makeup line.

4 reasons to use cruelty-free makeup packaging Oceanly ATTITUDE

3. For your well-being

Choosing an ethical brand also means choosing products made with ingredients that are deemed not to be of concern as per the EWG.

Our Oceanly™ makeup line is formulated with 99%+ natural origin ingredients* and cruelty-free. It respects animals while at the same time respects your skin.

*With the exception of highlighters, which are made from 94.5% natural ingredients.

What’s the difference between “vegan” and “cruelty-free”?

According to PETA (People for the Ethical Treatment of Animals), for a company to be designated "cruelty-free" it must not conduct any animal testing – including in its supply chain – and manufacture vegan products (free of ingredients of animal origin).

PETA established the “Beauty Without Bunnies” program, which awards cruelty-free certification to companies that prohibit animal testing and refrain from using animal-derived ingredients such as honey, beeswax or carmine in their products.

Products in the Oceanly™ makeup line are all vegan in accordance with PETA guidelines.

4. Because we can do things differently

According to the regulations, alternatives exist such as in vitro tests or computer models7. And as for ingredients, vegan options are also available.

Our entire Oceanly™ line is formulated with phytoglycogen, which is a naturally occurring variation of glycogen present in the human body. Glycogen plays a moisturizing role for the skin and serves as an energy source to promote cell growth. The one found in skincare is usually extracted from shellfish, but the phytoglycogen is derived from non-GMO corn, so it is completely vegan.

We also chose not to use carmine, as it is extracted from mealybugs which are small insects. We have replaced this red dye – frequently used in makeup products – with iron oxide in our cream blush sticks and lip gloss sticks.

Is being both glamorous and ethical possible? You bet it is, with our revolutionary Oceanly™ makeup line.

4 reasons to use cruelty-free makeup kit Oceanly ATTITUDE

  • Discover our glamorous evening set that includes a blush, a bronzer, a highlighter and a lip gloss. Formulated with hydrating phytoglycogen and seaweed extracts, our makeup sticks are perfect for taking care of your skin.


  1. Règlement (CE) 1223/2009 : https://www.humanesociety.org/resources/cosmetics-animal-testing-faq#required
  2. https://www.parl.ca/DocumentViewer/fr/44-1/projet-loi/C-47/sanction-royal
  3. https://www.inserm.fr/modeles-animaux/qu-est-regle-3-r/
  4. https://ccac.ca/Documents/AUD/Rapport_du_CCPA_sur_les_donnees_sur_les_animaux_pour_2021.pdf
  5. https://www.petafrance.com/vivre-vegan/faq-sur-lexperimentation-animale-pour-les-cosmetiques/
  6. https://www.theforestacademy.com/merveilleuse-biodiversite/l-equilibre-d-un-ecosysteme/
  7. https://www.inserm.fr/modeles-animaux/qu-est-regle-3-r/
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Written by Team ATTITUDE