The Not Tested on Animals Rabbit Logo is both a trade mark of Choose Cruelty Free Ltd and an artistic work in which copyright subsists and is held by Choose Cruelty Free Ltd.


Registered trade mark protection exists in those jurisdictions in which Choose Cruelty Free Ltd has relevant registrations. Copyright protection exists in all 174 jurisdictions that are contracting parties of the Berne Convention of Literary and Artistic Works.​


The Not Tested on Animals Rabbit Logo is a valuable asset of Choose Cruelty Free Ltd and any unauthorised reproduction or other infringement of Choose Cruelty Free Ltd’s rights may result in proceedings being brought against the infringer.

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The Not Tested on Animals Rabbit Logo may only be used by accredited companies that have taken out a license and paid the annual license fee.


Many consumers confuse the terms vegan and cruelty-free – and we’re here to help.


The term ‘cruelty-free’ originated in the 1950s and is defined as ‘not tested on animals’. Cruelty-free relates to animal experimentation and whether or not a product and its ingredients have been animal-tested. Vegan status relates to whether or not animal ingredients or derivatives are used. ​


The founding cruelty-free worldwide campaign was started by a small group of women in the UK in the 1950s: it was called Beauty Without Cruelty. Their products were sold in Australia during the 1970s and attracted keen supporters. Australian animal welfare groups started their own campaigns informing Australians about the horrendous animal cruelty involved.


In 1992, a group of enthusiastic Australian animal activists decided to reinvigorate Beauty Without Cruelty to suit the Australian public and renamed the campaign Choose Cruelty Free.


While a finished product may be vegan, it and/or its ingredients may have been tested on animals. To be sure the brands you buy are vegan and cruelty-free - check our CCF Vegan List.

Find out more about animal ingredients and derivatives here.


Designed to give you the peace of mind you need to make informed choices, our free app details our CCF Lists for on-the-go convenience when choosing to make cruelty-free purchases.


We are committed to sending a clear message to the beauty industry that cruelty towards animals is unacceptable. 


And we believe the best way to do this is to share with you the amazing cruelty-free companies that support our mission of kindness.