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goPure is in Great Company with Cruelty-Free Kitty

November 05, 2021 | BY Lara Kemp

At goPure Beauty, we hold ourselves to the highest standards. For us, that means providing customers with powerful skincare that’s clean, effective, and cruelty-free. 

That said, we’re celebrating a recent major milestone!

We couldn’t be happier to announce that we’ve been added to the official Cruelty-Free Kitty list of approved brands that do not test on animals. This renowned online resource has thoroughly vetted 800+ brands since 2014 to create an extensive directory of brands that never test on animals.

Unfortunately, because the term “cruelty-free” in the beauty industry is not strictly regulated, many brands can use this claim to mislead their customers. In response to this, Cruelty-Free Kitty has created a stringent vetting process, and only includes brands that meet their criteria with these 5 questions:

• Does your brand test on animals, for either finished products or ingredients?
• Do your suppliers test on animals? How do you ensure this?
• Do any third-parties test on animals on your behalf?
• Do you test on animals where required by law?
• In which countries are your products sold (excluding online sales)?


These thoughtful questions, along with their research process, has allowed Cruelty-Free Kitty to create a robust resource for discovering brands like goPure that align with your values.

Reaching more than 1 million readers each month, Cruelty-Free Kitty is on a mission to educate and empower people to make smarter, more thoughtful skincare choices. In addition to their list of vetted cruelty-free brands, they’ve also researched companies that unfortunately do test on animals. If you’re just starting your cruelty-free skincare journey and are looking for brands to leave out of your routine, or simply want to learn more, you can find a list of brands that currently test on animals here

Comments (1)

Heather Henley_

Too bad that the term cruelty free does not encompass the use of collagen and gelatin in a couple of your products. These ingredients are the byproduct of the beef and dairy industry. They are as cruel as it gets.
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goPure Beauty replied:
Hi Heather,

Thank you for your feedback! Please know that cruelty-free means not tested on animals which ours is 100% is – we do not test on animals. There’s no legal definition but the standards are PETA and also now Cruelty Kitty which we are both certified by. You might be referring to vegan and not cruelty-free as vegan means no animal-based ingredients and we don’t claim to be vegan overall, just some of the products are.

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