Kylie Jenner cruelty-free: Is her makeup brand truly ethical?

When you hear Kylie Jenner cruelty-free, a beauty brand linked to a celebrity known for bold makeup looks and social media influence. Also known as Kylie Cosmetics, it became one of the fastest-growing makeup lines in history — but not without controversy over its animal testing practices. Many fans assumed her brand was cruelty-free because of her public image, but the reality is more complicated. Kylie Cosmetics doesn’t test on animals directly, yet it sells in China, where animal testing is required by law for imported cosmetics. That means third parties test its products on animals to meet regulatory rules — something many ethical consumers won’t accept.

This isn’t just about one brand. It’s part of a bigger pattern in beauty: companies claiming to be ethical while still enabling animal testing through market access. cruelty-free makeup, products that have never been tested on animals at any stage of development requires more than a label. It demands full transparency, no sales in mandatory-testing countries, and certification from trusted groups like Leaping Bunny or PETA. Brands like Elf Cosmetics, a popular budget-friendly brand with verified cruelty-free and vegan status and COVERGIRL, a major drugstore brand that lost its cruelty-free status after being acquired by a parent company that tests on animals show how messy this space can be. You can’t trust a brand just because it says "no animal testing" on the box — you need to dig into its ownership, supply chain, and global sales strategy.

So what does this mean for you? If you care about animal testing cosmetics, products that involve live animal testing during development or regulatory approval, then buying Kylie Cosmetics supports a system that harms animals — even if the brand itself doesn’t pull the trigger. There are dozens of high-quality, affordable, and genuinely cruelty-free alternatives that don’t compromise on color, finish, or innovation. You don’t have to spend more or sacrifice performance to stay ethical. Below, you’ll find real reviews and breakdowns of brands that walk the talk — from drugstore staples to indie favorites — so you can make choices that match your values without guessing.