As consumers become more intentional about the brands they support, the term “cruelty-free” has become top of mind for those who care about animal welfare. Simply type in “cruelty-free” into Google Trends and you’ll see the massive increase in related queries asking if certain cosmetic brands are cruelty-free over the past 12 months. But what does “cruelty-free” really mean?

According to the FDA, the term “Cruelty-Free” (and also the term “Not Tested on Animals”) has no legal definition. Without a proper legal definition, the term “cruelty-free” become susceptible to dubious claims that may not fully live up to a consumer’s definition of the term. For cosmetic companies looking to connect with consumers who care about animal welfare, it is imperative to be transparent about your products and processes, and provide ways for consumers to easily access and understand how you meet their standards.

While a page on your website discussing what cruelty-free means to your company and how you live it is a great start, there are other ways to voice your commitment to the cause and make sure that consumers know the philosophies your brand stands for. That’s where Orange Orchard comes in. As cruelty-free public relations advocates, we work with animal-friendly brands like yours to garner earned media that showcases your commitment to a kinder world. A world that truly cruelty-free and animal-friendly.

To learn more about how we can help tell the world about your cruelty-free efforts, contact us today.