Kylie Cosmetics cruelty-free: What’s really behind the brand’s ethics

When you see Kylie Cosmetics, a makeup brand launched by Kylie Jenner in 2015, known for its bold lip kits and social media-driven marketing. Also known as Kylie Jenner Cosmetics, it quickly became one of the most talked-about celebrity beauty lines. But behind the glossy ads and influencer posts, a big question lingers: is Kylie Cosmetics really cruelty-free?

The answer isn’t simple. Kylie Cosmetics says it doesn’t test on animals and markets itself as cruelty-free. But here’s the catch: its parent company, Coty Inc., sells products in mainland China, where animal testing is required by law for most imported cosmetics. That means while Kylie’s own team might not test, the brand still allows third parties to test its products on animals to meet legal requirements. This disqualifies it from being certified cruelty-free by organizations like Leaping Bunny or PETA. If you care about cruelty-free makeup, products that aren’t tested on animals at any stage of development or distribution, then knowing who owns the brand and where it sells matters just as much as the label on the box.

Many people confuse vegan makeup, formulas that contain no animal-derived ingredients like beeswax or carmine with cruelty-free. Kylie Cosmetics does offer some vegan products, but that doesn’t mean they’re free from animal testing. You can have a vegan lipstick that still got tested on rabbits. And if you’re looking for brands that are both vegan and truly cruelty-free, there are better options out there—like Elf Cosmetics, a budget-friendly brand with full Leaping Bunny certification and no sales in China, or COVERGIRL, a mass-market brand that’s certified by PETA but also faces scrutiny over its parent company’s global practices. The truth is, ethics in beauty aren’t just about what’s in the tube—they’re about where it’s sold, who owns it, and who’s behind the scenes.

What you’ll find below is a clear-eyed look at the real story behind Kylie Cosmetics and other popular brands. We’ve pulled together posts that cut through the marketing noise and show you exactly which makeup lines are safe for your conscience, which ones are playing games, and what you should be asking before you buy. No fluff. Just facts you can use.