Is it a brand that you should support? These are questions that many fans of the French beauty brand are starting to wonder about.
Makeup Forever has been around for more than three decades. But with demand for animal-friendly products on the rise, more makeup enthusiasts are starting to look at their favorite companies under a magnifying glass.
So, where does Makeup Forever stand? Finding the brand’s stance on animal welfare is tricky. Unlike other heavy-hitters in the cosmetics world, Makeup Forever keeps many of its manufacturing information under lock and key.
To see if Makeup Forever is a cruelty-free company, we have to take a look at how it operates.
About Makeup Forever
Before we get into the nitty-gritty, let’s take a look at Makeup Forever as a company.
This brand got its start back in 1984. It was founded by Dany Sanz, a makeup artist who was working in theater at the time. After seeing how her work appeared on the stage, Sanz sought out to create professional formulas that looked good on screen and stage.
Flash-forward to 2008, the brand was the first to come out with “HD-Ready” products. The line continues to come up with innovative formulas. Not only that, but Makeup Forever has a worldwide network of makeup schools to educate future artists.
Is Makeup Forever Cruelty-Free?
If animal welfare is a top priority for you, it’s time to find a new favorite makeup brand!
Makeup Forever is not cruelty-free. The brand, allegedly, tests on animals. Though, the extent of this testing is a bit hazy.
Unlike many popular brands on the market, Makeup Forever does not disclose any information about animal testing. You can search high and low on the official website, but you won’t find any mention of the brand’s stance on the subject.
This is a big red flag. With so many brands jumping on the cruelty-free bandwagon these days, the fact that Makeup Forever makes no mention of it leads many to believe that it benefits from animal testing regularly.
Most industry watchdogs agree that Makeup Forever tests finished products where required by law. The same goes for third-party testing. As for testing at the supplier and manufacturing level, Makeup Forever’s operations are uncertain.
Either way, Makeup Forever is not recognized by any major animal rights organizations. In fact, the brand is not viewed favorably by PETA.
The Parent Company’s Stance
In 1999, LVMH acquired Makeup Forever. It is one of many international brands that this luxury conglomerate operates. LVMH is also referred to as LVMH Moët Hennessy Louis Vuitton.
LVMH does not have a good track record when it comes to human rights. The company clashes with animal rights organizations frequently due to its use of furs and skins for brands like Luis Vuitton.
Like the Makeup Forever site, the LVMH site does not mention animal testing anywhere. Due to the company’s lack of testing disclosures and its controversial history, it’s safe to say that animal welfare is not a priority for LVMH.
Availability In China
Currently, Makeup Forever is available in over 3,000 different stores in more than 60 countries around the globe. Unfortunately, mainland China is one of those countries.
This brand is available to consumers in China, which poses a significant problem from an animal welfare standpoint.
China requires all domestically sold cosmetics products to undergo animal testing before they hit store shelves. Any brand, whether it’s based in China or not, has to meet those standards if they want to tap into the Chinese market.
The fact that Makeup Forever is sold in China proves that the brand does participate in animal testing in some form.
Makeup Forever is one of the biggest cosmetics brands in the world. Sold for a premium price in luxury stores, the products are highly sought-after by makeup artists and enthusiasts everywhere.
Unfortunately, the brand’s stance on animal testing is decades behind some of its competitors. Makeup Forever has a controversial past regarding animal welfare and continues to benefit from animal testing.
Still have some burning questions? Please leave us a comment down below!
While Makeup Forever products are undoubtedly premium, the company does test on animals where required by law. Makeup Forever sells in China and is suspiciously mute regarding this topic, making it a brand you should avoid.