Can A Brand Be Cruelty-Free if Not Vegan?

Can A Brand Be Cruelty-Free if Not Vegan?

On my way into the Big Smoke last night, six kilometres away from where I live in North West London, I noticed a new make-up brand advertised on the Tube.

Now, the visit to Central London was hell on Earth. The streets were littered with waste and inebriated people, people queuing outside of designer shops and blocking the pavements and roads, drivers hooting and yelling at pedestrians to get out of the way. A devastating assault on the senses… Excuse my mild digression. This is a story for another blog piece.

Back to the new make-up brand. The moment I spotted it, I instantly connected to the Wi-Fi, and searched: “Is Trinny London cruelty-free and vegan?”



And then I had to write to them…


…I am really sorry to learn of a new brand claiming to be cruelty free and yet they include animal derived products in their makeup. 

Sadly, when one truly thinks about it… How can anything be cruelty free when we allow animal abuse, do not stop their horrendous suffering and then not think twice murdering them for our skin care, make-up, a mask we wear to feel better about ourselves, for human use/pleasure?

These voiceless animals, sentient beings, do not have a choice. 

Yet we do. We All have a choice. And especially leaders and manufacturers when producing products for monetary gain.

Please could you rethink your company values and then act accordingly?

Very much appreciate your time reading my message.

Best wishes,

Cressida Pride

Writer & Advocate for Animals

PS: And yes, One Person or even one Brand can make a difference. Often, it only takes one person to make a difference and to inspire a thousand minds.

We are morally accountable for the actions that we make as individuals and regardless of what other people are doing; we have a responsibility to address the impact of our own actions and assess whether we need to change our lifestyle choices. By going vegan, one is fiercely stating “Not in My Name” to the industries that use and kill animals.

If everyone had always had the attitude “one person can’t make a difference”, then we would still have slavery and apartheid.

Imagine if Nelson Mandela said he couldn’t make a difference and didn’t bother…?

Or if Emmeline Pankhurst — militant champion of woman suffrage whose 40-year campaign achieved complete success in the year of her death, when British women got full equality in the voting franchise — didn’t bother even for a day, never mind 40 years?


Did you know that most of Levi’s products are not vegan because of the little leather label on the back that displays their logo? Some of their jeans have a paper label… Tears roll down my cheeks into my oat milk cappuccino…

…Less than ten percent of the raw materials in our supply chain are from sources other than cotton, and a small fraction of that percentage is leather. Nevertheless, Levi Strauss & Co. strives to source all materials responsibly. Our goal is to ensure that wherever materials derived from animals are used in our products, their health and welfare are protected, in line with international animal welfare standards

For more information about all of our sustainability resources, you can visit the link

If you are interested in a particular product, please name it so we can help you.

Thank you for your interest in our company.

My response:

…Thank you so much for getting back to me.

I am very sad to learn that Levi’s still needs to include animal by-products in the clothing. It’s incredibly devastating that Levi’s cannot lead a change that is now at the forefront of many people’s minds.

It’s certain, especially as I speak to more and more people about their morals and duty to saving Earth, our only home, it becomes apparent how much more people are becoming aware and changing their habits.

“When companies focus solely on short-term gains, unethical behaviour becomes the norm. We need good leadership to combat the rise of ethical fading in our organisations.” Simon Sinek.

I do not doubt that Levi’s will become vegan and cruelty-free sometime in the future. Even if it’s just one product.

Both my partner and I look forward then to returning as loyal customers.

I trust you will take this feedback positively, (and it will be passed on to the decision-makers) as I am sure I’m speaking for many potential customers and all those animals without voices.

In the meantime, could you perhaps recommend a jeans company that is both vegan and cruelty-free?…

Please join me in the plight of making this word, our home, a more compassionate place to live by making others aware of how we are morally responsible for the choices we make and their consequences. 



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