Our shelves are packed with influencer skincare, and KraveBeauty is in the lineup! We like its philosophy of effective skincare using minimal products. It’s definitely better for the planet – but what about the animals? Is it cruelty-free and vegan too?

KraveBeauty is cruelty-free. It doesn't conduct animal testing on its products, nor does it distribute its products where animal testing is required by law. KraveBeauty is also 100% vegan – it doesn't use any animal-derived ingredients.

Influencer and KraveBeauty founder Liah Yoo realized that we are overloading our skin and the earth with these 11-step skin regimens.

Instead of hoarding our bathrooms with numerous products, Yoo developed a simplified skincare regimen. Enter KraveBeauty. 

The brand was founded in 2017 with a range of products that anyone can use. KraveBeauty keeps it small with five products: two in the core range and three ‘supplements.’

They compare it to your good, ol’ dependable morning cup of coffee (the Core Collection) and an espresso when you need a boost (The Supplement Collection).

With such a simple range – surely the brand should manage to maintain a cruelty-free, vegan and sustainable ethos? Here’s what we know.

Is KraveBeauty Cruelty-Free and Vegan?

KraveBeauty product line

KraveBeauty is 100% Cruelty-Free

It does not:

  • Test any of its products or ingredients on animals;
  • Purchase any ingredients tested on animals within its supply chain; or
  • Distribute its products to any countries that require animal testing by law.

KraveBeauty is proudly cruelty-free with certification to back it up! 

On top of that, Yoo bootstrapped the brand using $50,000 of her capital to start up, and the brand is still privately owned.

She is now paying it forward by investing KraveBeauty profits in Press Start Ventures. More on this, under sustainability.

This brings us to our next point:

KraveBeauty is Vegan

Yup – this minimalist and earth-first skincare brand is entirely vegan. It does not use any animal-derived ingredients in any of its products.

However, it's worth knowing that KraveBeauty is the exception and not the rule.

Most mainstream skincare brands are not 100% vegan. These are certain animal-derived ingredients to look out for in general:

  • Honey & beeswax – these ingredients pose many health benefits to your skin and wellbeing. They have antibacterial and anti-inflammatory properties and are loaded with essential vitamins.

    Just because beeswax isn't vegan, it doesn't mean it can't be cruelty-free. Find out more here: Can Beeswax Be Cruelty-Free?
  • Lanolin – this ingredient, like honey and beeswax, is used in skincare and cosmetics because it is incredibly hydrating. It is basically the waxy oil that comes from sheep wool. Lanolin can be cruelty-free – follow this link for more details.
  • Collagen – is an essential protein that plays an integral role in strengthening skin, as well as in elasticity and hydration.

    Naturally, collagen can only be found in connective animal tissue. But today, it's possible to make vegan collagen by genetically modifying yeast and bacteria.
  • Carmine – this ingredient is the red pigment made from the crushed female cochineal insect. A little gross, no? But it is completely harmless and is used in makeup to get those rouge tones.

    To find out why carmine is so cruel and the shocking amount of products that use it, you need to read this: Is Carmine Cruelty-Free and Vegan?
  • Squalane – is a cosmetic ingredient predominantly harvested from sharks' livers but can also be derived from plant sources. (Find the best vegan squalane products here.)

    Squalane is an excellent ingredient because it mimics your skin's natural oils. It's anti-inflammatory, packed with antioxidants, and non-comedogenic.

If you're interested in finding the best Krave vegan products or finding vegan brand alternatives – keep reading or click on this link: KraveBeauty's vegan products.

Animal Testing Policy and History

KraveBeauty has been committed to creating clean, effective, and conscious skincare that’s also cruelty-free. This was its intention since it was founded in 2017.

Cruelty-Free Status in 2022

Here is a screenshot of KraveBeauty's official statement regarding its cruelty-free policies and vegan products, taken from its website:

KraveBeauty Cruelty-Free Website Statement


KraveBeauty is PETA certified, which is not a bad start. You might even find the little cruelty-free PETA bunny next to each one of its products.

However, it would be nice to see more certification since it’s so proudly cruelty-free.

While you might know PETA very well – it surprisingly doesn't hold the strictest cruelty-free regulations. It seems only to require a brand's written consent that abides by the PETA code of conduct.

Certification from Leaping Bunny is ideal because it holds rigorous standards and does regular audits to ensure they are upheld.

The Leaping Bunny association is very strict and reliable, which ensures that:

  • No animal testing is conducted on the ingredients, formulas, or final products they sell.
  • No animal testing is conducted by the brand suppliers or on their ingredients or formulas.
  • No animal testing is done by someone else that the company itself paid for.
  • Any other form of testing (beyond ingredient and consumer safety), such as worker safety and environmental health, are considered and evaluated.

If you see a bunny stamp on the back of your product bottle – that's an excellent sign. But don't let the image itself fool you. A lot of brands are using fake logos to deceive consumers.

Do your homework and see which products are genuinely cruelty-free first. This article will help you: Which Cruelty-Free Logos Can You Trust?

Is KraveBeauty Sold Where Animal Testing is Required By Law? 

KraveBeauty does not distribute any of its products in retail stores in mainland China or any country that requires animal testing on cosmetics by law.

China has a shocking track record. It is the country with the most animal testing globally, with over 20 million animals used per year.

However, if you live in China or are concerned about its cruel beauty policies, there are a couple of loopholes.

Here's how to find cruelty-free cosmetics in China: Are Cosmetics Made in China Cruelty-Free?

The Best Vegan KraveBeauty Products

KraveBeauty has a simple range of vegan products that all have raving reviews. By focusing their energy on five simple products, they ensure each one is highly effective.

KraveBeauty prides itself in developing a product with you (the consumer) and the planet in mind.

To save you some time, here it's five and only very popular skincare products:

  • Matcha Hemp Hydrating Cleanser
  • Oats-So-Simple Water Cream
  • Great Barrier Relief
  • Makeup Re-Wined
  • Kale-Lalu-yAHA

You can visit KraveBeauty’s website for a complete list of its vegan products.

Vegan Alternatives to KraveBeauty

We love what KraveBeauty represents. It's a 100% cruelty-free, vegan, and simplified beauty brand that users love!

But if the brand is not easily accessible to you, here are some other options to choose from:

Is KraveBeauty Natural and Organic? 

KraveBeauty is not considered natural or organic. But it attributes its products' slight diversity in color and scent to the fact that they use a high amount of natural ingredients.

KraveBeauty still makes safe, simple, and clean formulas that anyone can use.

Clean vs. Natural Ingredients

The term "natural" is not regulated for cosmetics and skincare. In other words, it doesn't hold one specific meaning.

Usually, it means a product is free of certain more toxic synthetic ingredients, including parabens, phthalates, sulfates, and more. But people also interpret "natural" to mean ingredients of immediate plant origin.

Here's the thing: "natural" is not necessarily good. Just because an ingredient is natural (take egg whites, for example) doesn't mean you should rub it on your skin and risk a salmonella infection!

All products use a certain amount of synthetic ingredients in their formulas. KraveBeauty is no exception – but it does choose to use better or clean synthetics.

If a synthetic ingredient is "clean," it means it is safe and non-toxic for us. Its purpose is to preserve the stability of a beauty formulation.

A few naturally-derived ingredients KraveBeauty uses to enhance its skincare include:

  • Tamanu Oil is extracted from the tamanu nut seed, native to tropical South East Asia.

    It is packed with fatty acids that are rich in antibacterial properties and minerals that help maintain moisture, boost tissue regeneration, and speed up wound healing.
  • Glycolic Acid is an alpha hydroxy acid (AHA) that exfoliates the skin and removes any gunk that could be trapped between the skin cells.

    The right amount of glycolic acid can help refine skin texture, minimize discoloration, and plump up fine lines and wrinkles.
  • Upcycled grape seed oil comes from the remnants of vineyards and wineries. Those juicy grapes seeds have nutrients like linoleic acid and Vitamin E.

    In skincare – these add moisture, restore elasticity, and protect from environmental damage.

Does KraveBeauty Use Safe Ingredients?

According to Skin Safe, KraveBeauty has a stellar 91- 100% allergen-free ranking across its products.

KraveBeauty’s products are free of fragrance, essential oils, colorants, and potential allergic sensitizers like lanolin, parabens, nickel, dyes, and soy.

One product- the Oat-So-Simple Water Cream, contains gluten, but all other Krave Products are gluten-free.

Reading the ingredient list is crucial because KraveBeauty is not 100% hypoallergenic or non-comedogenic, and they do not claim to be.

The EU/UK Have Stricter Ingredient Regulations

We don’t want to scare you, but you HAVE to read up on any product’s ingredient list before you make a purchase – especially if you live within the United States. The reason why will shock you.

The FDA has only banned or restricted 11 harmful chemicals from cosmetics within the country. Europe and the UK, on the other hand, have banned 1,328!

Krave has good ingredient policies, so you shouldn’t worry about nasty hidden toxins in your products. However, here are some harsh chemicals to watch out for when shopping for skincare:

  • Ethoxylated ingredients (PPG, PEG, and polysorbate)
  • Nanomaterials
  • Nitrosamines
  • Polyacrylamide
  • Ethanolamine compounds (DEA, MEA, and TEA)
  • Polytetrafluoroethylene (PTFE, aka teflon®)
  • P-phenylenediamine
  • DMDM Hydantoin
  • Homosalate
  • Phthalates
  • Propylene glycol (pg) & butylene glycol
  • Triclosan
  • Butylated compounds
  • Formaldehyde

Are Cruelty-Free Ingredients Safe?

If you’re worried about how safe it is to use cosmetics not tested on animals – please relax and take a sigh of relief.

There is no reason why cruelty-free products shouldn’t be as safe as anything tested on animals.

Not only is it easy to test ingredients without using animals altogether, but there are so many pre-approved ingredients you can use to make cosmetics that there is no need.

If you’re interested, here’s more on the subject: Are Cruelty-Free Cosmetics Safe?

Is KraveBeauty Sustainable and Ethical? 

Something commendable about KraveBeauty is that it wants to be transparent with its customers. It spends a lot of time improving its carbon footprint and ensuring its consumers can easily find more about their efforts.

The brand is also clear that there’s room for improvement and asks customers to be part of that conversation.

KraveBeauty’s founder is also hoping to encourage other beauty brands to do the same with Press Rest Venture.

This fund will support sustainable and eco-conscious beauty brands, helping them grow while reducing the impact of the beauty industry on the planet.

It's no secret that the world has a huge waste problem, and cosmetic brands only make it worse by using unsustainable packaging and harmful ingredients.

As it stands, Krave is taking strong environmental accountability by:

  • Encouraging people to follow minimalistic beauty routines.
  • Using upcycled ingredients in its formulas.
  • Ensuring a significant portion of its formulas uses natural ingredients that are kinder to the environment.
  • Prohibiting the use of microbeads and microplastics to prevent ocean pollution.
  • Using sustainable packaging with continuous lifecycle analysis.
  • Adding PCR (post-consumer recycled) plastic in most of its packaging.
  • Not using any mica to prevent any associations with child labor.
  • Attaining climate and plastic neutral certification.
  • Including recycling instructions for each product, specific to every region’s rules.
  • Implementing low carbon shipping.
  • Donating a percentage of its sales to 1% For The Planet.

Final Thoughts

KraveBeauty has held true to its philosophy of doing more with less.

This skincare takes various ethical factors into consideration- being cruelty-free is one way they’re working towards a more sustainable future in cosmetics.

We appreciate that it has a transparent supply chain and is open to the public about its testing, purchasing, and distribution policies.

Add that to their eco-efforts, and being 100% vegan – makes it a good choice for activists who go the extra mile.

However, KraveBeauty knows they aren’t ‘perfect’ and strives to improve on a social and sustainable front. This young brand is developing and listening to your needs, so keep following its movements.

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