Liv Rooney Makeup Artist



These days, more and more brides are asking me if I use cruelty-free makeup. I really think this is great, it means there is more awareness in society about cruelty-free makeup which is what will eventually bring about change.

My answer to this question is a little more complicated so I thought I would write this blog which I can then refer people onto when I am asked.

My wedding day, right before walking down the aisle! Makeup by me, on me! :)

My wedding day, right before walking down the aisle! Makeup by me, on me! :)


My understanding of why animal testing occurs is as follows. Please remember to fact check your own information, this is simply my understanding from what I have read. Makeup is generally only tested on animals these days if that brand wants to sell in China as that is the law in China. There are 1.4 billion people living in China, this is the equivalent basically of the populations of all of North and South America, Western Europe, Australia and NZ. Huge! If a company wants to be free of animal testing they must not sell in China. I think there are ways around this with online selling but basically they would be saying no to that huge market.

The Buying Power of the Big Conglomerates

This means that a lot of the larger corporate makeup conglomerates, interested in driving profits only, continue to sell in China and are therefore continuing to test on animals. Think Estee Lauder, Loreal, Shiseido, Chanel etc. And what you may not know is that these larger conglomerates own a huge market percentage of other makeup brands generally found at Mecca, Myer and Sephora - full breakdown here.

So who exactly is testing on animals?

I wish I had a black and white answer to this but basically if they are selling in China than they are NOT cruelty free. Here is a 2018 list of brands that are NOT cruelty-free.

Will I be supporting companies that test on animals?

I am making a commitment to myself and my clients to work towards a cruelty-free kit. This means trying to purchase from cruelty-free brands where possible. I can not say that I will only purchase cruelty-free as my number one priority is to the longevity and quality of my makeup for my clients. For example, there are a couple of MAC products that I will continue to purchase until I find a suitable cruelty-free replacement like Paint Pots and MAC Face and Body foundation.

My kit also contains many non-cruelty free brands such as MAC, NARS and Bobbi Brown. I feel it would be pointless and wasteful to not use these as they have already been purchased. I will be continuing to use these products.

What Cruelty-free brands will I be buying/using?

I already use items from Stila, Anastasia Beverley Hills, Hourglass, Chantecaille, By Terry, Too Faced, RMS and Urban Decay. I hope to purchase from brands I haven’t tried before such as Kat Von D, Charlotte Tilbury and others. There is a comprehensive list of cruelty free brands here.

Hopefully this helps answer any questions you may have had. Feel free to let me know in the comments below if you have any other questions!