Connecting consumers with Cruelty-Free brands 

Our Alliances area aims to create strategic connections between brands, consumers, and retailers who share our organization’s values, especially around the commitment to Cruelty-Free cosmetics. Through various initiatives, it seeks to strengthen the positioning of this category in the market, increasing the visibility of certified products, and promoting responsible purchasing decisions.

Our main areas of work include:

♥ Communication Alliances: collaborations with certified brands to promote their products, actions, and commitments through social media campaigns, contests, videos, and other digital and physical formats.

♥ Retailer Engagement: consulting major retailers to improve the categorization of Cruelty-Free products in physical stores and e-commerce platforms. This includes free catalog analyses and connecting them with new certified brands interested in joining their shelves.

♥ Cruelty-Free Ranking: a bi-annual initiative that evaluates and rewards retailers with the widest variety and availability of certified products, encouraging the adoption of best practices.

♥ Cruelty-Free Awards: a project launched in 2025 to recognize the most outstanding certified products across different categories, strengthening their relationship with conscious consumers and showcasing their commitment to a cruelty-free industry.

With a comprehensive approach, our area seeks to consolidate a collaborative ecosystem that enhances the impact of Cruelty-Free cosmetics and contributes to the development of a more ethical and responsible industry.

Learn about our outreach actions on our social media.

For more information on how to support your brand, write to us at  [email protected].