Why are cruelty-free and vegan beauty no longer buzzwords?

India Today

16-07-2025

In a market where consumer consciousness is evolving at lightning speed, buzzwords like cruelty-free and vegan have become common across beauty product packaging. But what do these terms really mean? Are they interchangeable? And more importantly, why does the distinction matter?To unpack these questions and understand how brands are adapting to the ethical pivot in beauty, I spoke to several leaders in India's cosmetics industry who are at the forefront of this shift.advertisementVEGAN ISN'T CRUELTY-FREE: WHY DEFINITIONS MATTER'Cruelty-free refers to products that have not been tested on animals at any stage of development—from ingredients to the final formulation,' explains Mihir Jain, Sales and Marketing Director at Insight Cosmetics. 'In contrast, vegan beauty goes a step further by ensuring that no animal-derived ingredients are used at all—no beeswax, lanolin, honey, collagen, or carmine, which are still found in many cruelty-free items.'
This subtle but significant distinction is often misunderstood by consumers. While cruelty-free ensures no harm during testing, a product can still contain animal derivatives and remain cruelty-free. That's where veganism comes in—with a commitment to animal-free formulations altogether.As Jain puts it, 'Choosing cruelty-free and vegan skincare or cosmetics isn't just a stand against animal testing—it's also a step towards better personal health and environmental stewardship.'In fact, this nuance is increasingly being factored into consumer buying decisions, especially among Gen Z and millennial shoppers who demand transparency and ethics in what they use.VEGETARIAN BEAUTY: THE ETHICAL MIDDLE GROUNDAccording to Ranjana Jaiswal, Head of New Product Development at MARS Cosmetics, there's another layer often overlooked, vegetarian formulations.'A cruelty-free product is one that's never tested on animals, neither in its finished state nor in its ingredients. This means no animal dies in the making of it,' she clarifies. 'However, some formulas still include ethically sourced ingredients like beeswax or carmine, which technically makes them non-vegan.'This introduces the idea of 'vegetarian' beauty, where no animal is killed, but the product may still contain non-vegan substances.'Such a distinction allows room for integrating ethical values without compromising product performance,' Jaiswal notes. 'Cruelty-free just means that no animal is employed for your makeup. Vegetarian ingredients allow brands to stay ethically aware without relinquishing quality.'CRUELTY-FREE AND VEGAN. STANDARD NOT A TRENDBikash Goyal, Co-Founder of Glam21, reinforces that the market is evolving from trend to standard. 'A product may be cruelty-free but not vegan, and vice versa. Most of today's beauty companies are embracing both trends in a bid to keep pace with increasing consumer demands for ethical and sustainable practices,' he says.Goyal believes that the adoption of cruelty-free and vegan practices is more than good PR. It builds trust, earns loyalty, and gives brands a long-term competitive edge.advertisement'It creates credibility with the conscious customer base,' he adds. 'And these practices demonstrate a greater commitment to responsible beauty, animal welfare, and a smaller environmental footprint. Since beauty's future is driven by ethical consumerism, cruelty-free and vegan products are now non-negotiable—they're the new normal.'CLARIFICATION AND CLARITYClosing our deep dive, I spoke with Drishti Madnani, Co-Founder and Beauty Expert at Shryoan Cosmetics, who emphasised the importance of certifications and transparency.'While these values, cruelty-free and vegan are closely associated, they address different consumer concerns,' she notes. 'Brands that embrace both aren't just checking marketing boxes they're meeting a deeper consumer expectation around sustainability, animal rights, and authenticity.'Madnani also highlighted the role of third-party certifications like Leaping Bunny, PETA, or Vegan Society to offer accountability and clarity. 'Certifications and trademarks are trusted metrics for ethically inclined consumers. Brands must offer ethically formulated and clearly labelled products if they want to build long-term trust,' she says.For Shryoan, this is not just branding, it's principle. 'This alignment with compassion isn't a temporary move; it's a reflection of who we are. High-performing, yes, but also kind and conscientious. That's the future of beauty.'- Ends