We simplify your beauty routine, to amplify your impact.
Beautifully Kind for all Creatures
Wild & Cruelty Free is for purpose-led women who care about high-quality, effortless beauty routines that make humans and animals happier and healthier.
Easy & Effortless
We believe that when it comes to beauty, high-performing products are what make for an effortless routine, playful experience, easier buying decisions, and lasting impact.
Be a Voice for the Voiceless
No animal should ever have to suffer for our vanity so we give a voice to animals who can't speak for themselves. By supporting small and compassionate businesses and making their purposeful products more accessible, we can collectively make a difference to the future of the planet and the beauty industry.
Empowerment through Education
We are dedicated to empowering through education and helping build effortless daily beauty rituals that are kind to people and the planet. We’ve done the research to make shopping safe and ethical beauty products easy. Every product comes with a video tutorial to help you implement it effortlessly into your daily routine and so you can make the most of the beauty products you love.
A Kinder World for All
We envision a world where women are effortlessly beautiful, whilst protecting the beautiful animals they love.
