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HOW CAN YOU TELL IF A BRAND IS "cruelty-free"?

Protection of animals seems today to have thankfully become an essential component of the major trend towards brands adopting ethical stances. To certify that no action involving animals of any kind is carried out during the manufacturing process for a product, brands that comply with the stipulated requirements are awarded the "Cruelty-free" label. Explanation.​



"Cruelty-Free" is a term that guarantees to the consumer that no animals have been subjected to cruel treatment in the manufacture and production of the purchased product. In legal terms, this implies several things:


  • That no product is tested on animals

  • That the brand's suppliers are required to prove that they do not carry out any tests or experiments on animals

  • That the brands agree to be subject to regular checks carried out by mandated organizations


It was in the 2000s that awareness of the issue of the use of animals, particularly in the cosmetics world, really began to become widespread. Since then, several laws have been passed prohibiting brands from endangering the lives of animals for commercial purposes. Though certain major companies continue to sell items made from animal-derived materials, such as fur for example (which involves highly criticized processes), thus becoming the target of numerous animal welfare organizations, they are nevertheless not considered to be acting outside the law.




Warning. It is important to be very vigilant about the reliability and trustworthiness of labels attesting to compliance with requirements governing the proper treatment of animals. This s because—and as with all ethical-type labels—some organizations are willing to take advantage of the benefits of the accreditation without ticking all the required boxes. To avoid being misled, there are two labels in use that deserve our complete trust and confidence: Cruelty-Free from PETA and Leaping Bunny. These certify to consumers that neither the product nor its ingredients have been tested on animals and that the brand does not market its products in China. China inevitably implies tests on animals, with such tests even constituting a mandatory requirement for access to the market.


La Maison de la Maille attaches great importance to being ethically responsible and doing things as transparently as possible, and is 100% committed to proving and demonstrating that the actions it takes are environmentally friendly and that the animals with which it works are properly treated. It is also important to note that shearing alpacas is an essential part of keeping them healthy and in good condition, as it protects them from heatstroke and parasites, makes it possible to check their skin for wounds or damage, and contributes to their general comfort and well-being. In order to provide a high level of quality, and because the brand is positioned at the top-of-the-range end of the market, the products are made from wool and thus inevitably require the shearing of Merinos or alpacas. To ensure that the flocks are treated with respect, La Maison de la Maille chooses partners capable of producing a yarn matching specific quality, responsibility and traceability criteria. Furthermore, the brand undertakes, wherever possible, to visit the farms in order to verify for itself that everything is being done to ensure the welfare and well-being of the animals.

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