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Is Fresh Cruelty Free and Vegan? (2021 Update)

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Fresh is not cruelty free because their products are tested on animals where required by law (in mainland China).

Additionally, Fresh is not 100% vegan as a brand. This means that some of their products contain animal-derived ingredients or animal by-products. 

To learn more about this brand and find out why they’re not cruelty free, keep on reading!

If you’re looking for new cruelty free products to add to your skincare routine, make sure to check out the last section of this post where you’ll find some of the best Fresh cruelty free alternatives.

Let’s dive right in!

Is Fresh cruelty free? Are Fresh products tested on animals?

Fresh is NOT cruelty free.

In order to be cruelty free, brands:

  • Must not test their finished products or ingredients on animals
  • Must make sure that their suppliers don’t test on animals
  • Must not commission third parties to test their products on animals
  • Must not sell their products in stores in mainland China, or other countries where animal testing is still required by law

Let’s take a look at Fresh’s official animal testing policy:

Fresh does not test our products or the ingredients used in our products on animals.

We are deeply committed to the elimination of animal testing and we are actively working on the development, validation and acceptance of alternative methods to animal testing.

Source: Fresh

However, that’s not enough information to verify that they meet all of the cruelty free criteria above.

So, I researched Fresh and found out that they sell their products in mainland China.

Selling in China is in contradiction with one of the requirements for cruelty free brands.

Since Fresh does sell their products in mainland China, their products may be subjected to animal testing there.

Therefore, Fresh is not cruelty free.

Keep on reading for more information!

Is Fresh sold in China?

Fresh is sold in mainland China where animal testing is still required by law.

Why can’t cruelty free brands sell in mainland China?

Animal testing is still happening for products sold in physical stores in mainland China.

Pre-market animal testing is required for all special-use imported products, and non-routine post-market testing on animals may also be done in cases of customer complaints.

However, please keep in mind that this doesn’t apply to products sold in stores at the airports, or in Hong Kong.

Also, products can be sold online and shipped to mainland China without being tested on animals.

Is Fresh owned by a parent brand? If yes, is it cruelty free?

Fresh is owned by LVMH (Moët Hennessy Louis Vuitton), a French multinational corporation and conglomerate, which is not cruelty free.

Louis Vuitton (owned by LVMH) is definitely not an animal-friendly brand – they use fur, leather, wool and other animal-derived materials. They have been especially criticised by PETA for their participation in the exotic skins industry.

Is Fresh vegan?

Fresh is not 100% vegan. Some of their products contain animal-derived ingredients or animal by-products.

Also, please keep in mind that since Fresh products may be tested on animals in mainland China, I definitely wouldn’t consider them as a vegan-friendly brand.

Cruelty free and vegan alternatives to Fresh

Fresh is a beauty brand focused on natural skincare.

There are so many beauty brands that are cruelty free!

That’s why, in my opinion, there’s really no excuse for supporting brands that test on animals.

Some of the best cruelty free alternatives to Fresh are:

Skyn ICELAND
The Ordinary
Paula’s Choice
Krave Beauty
Pacifica
Youth to the People
Drunk Elephant

If you want to discover more cruelty free skincare brands, check out my post on The 7 Best Cruelty Free Skin Care Brands in 2021 That Are Also 100% Vegan and Sustainable.


Now it’s your turn!

What are your favorite cruelty free brands?

Let me know in the comments below!

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